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All information within this presentation is confidential. Copyright © 2008 HealthCentral. All rights reserved.
Capturing the Health “Long Tail”
Dan Marschinke
SEO and Analytics Manager
All information within this presentation is confidential. Copyright © 2008 HealthCentral. All rights reserved.
Health Search: More People
More people have obtained health information from the internet
(63%) than a doctor (58%) in the past year
Source: Manhattan Research - Cybercitizen Health™ v8.0
All information within this presentation is confidential. Copyright © 2008 HealthCentral. All rights reserved.
Health Search: More Often
Source: Manhattan Research - Cybercitizen Health™ v8.0
All information within this presentation is confidential. Copyright © 2008 HealthCentral. All rights reserved.
Health Search: More Complex
Source: Hitwise
1-2 word queries drop
3-4 word queries increase slightly
Five+ word queries are up 28%
All information within this presentation is confidential. Copyright © 2008 HealthCentral. All rights reserved.
Health Search: Diving into the Long Tail
Less: “Diabetes”
More: “how long after you eat should you check your blood sugar?”
All information within this presentation is confidential. Copyright © 2008 HealthCentral. All rights reserved.
Google Rewires our Brains
Internet Naïve:
Internet Savvy:
Reading Text Web Search
Source: UCLA Semel Institute for Neuroscience and Human Behavior
All information within this presentation is confidential. Copyright © 2008 HealthCentral. All rights reserved.
Capitalizing on the Long Tail
Capture data
Analyze data – find the patterns
Act on findings and establish a feedback
loop
All information within this presentation is confidential. Copyright © 2008 HealthCentral. All rights reserved.
Capturing Data
Search referrals - ADHD
trichotillomania and add
Types of ADD Medication
video about adhd
vitamin D adhd
wellbutrin ADHDwhat areas of the brain are affected by ADHDwhat can i do for young child with adhdwhat do you do when your boss has add
What does a neurologist adhd child
What does Ritalin do
what is executive function in adhd
Search referral keywords
Internal site search
Q & A
… Anywhere your users offer
clues about what they need
All information within this presentation is confidential. Copyright © 2008 HealthCentral. All rights reserved.
Analyzing Data
HealthCentral uses a semantic ontology to analyze search
keywords, and can assign one of these labels:
Condition
Symptom
Treatment
Other
Tells you a great deal about who is coming to your site
Worried about a symptom?
Received a diagnosis?
Managing a treatment regimen?
All information within this presentation is confidential. Copyright © 2008 HealthCentral. All rights reserved.
Find the Patterns
All information within this presentation is confidential. Copyright © 2008 HealthCentral. All rights reserved.
Take Action
Pattern: Users are most interested in treatment information
Produce more content on medications and therapies
Build tools that help users manage their condition
Use queries about older treatments to anticipate questions about
newer treatments
Establish a feedback loop – what worked? What didn’t?
All information within this presentation is confidential. Copyright © 2008 HealthCentral. All rights reserved.
Thank You!
It’s over!
Dan MarschinkeTwitter: @[email protected]
