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2019
US Healthcare ReportTrends and Tactics to Expand Audience Reach and Engagement
US Healthcare Report | 2
INTRODUCTION
The growth of the healthcare industry in the United States has
been staggering. In 2000, health expenditure was 13.3% of GDP but
is expected to be 17.8% in 2019. The expansion has been a result
of rising medical costs and a more health-conscious and aging
population.
From CBD oil to ketogenic diets, Americans are seeking information
online on ways to self-medicate and take their health concerns
into their own hands. As access continues to expand, it’s essential
for providers and manufacturers to get their messaging in front of
patients and healthcare professionals.
How can healthcare providers and manufacturers use online insights to expand their audience reach and engagement?
In this report, Hitwise will answer:
• Which self-care trends are on the rise?
• What can search reveal about patients vs. healthcare
professionals?
• How to tailor campaign messaging to different audiences?
US Healthcare Report | 3
WHAT’S INSIDE
CHAPTER ONE
Leading Patient PreferencesTrends centered on self-medication and care
CHAPTER TWO
Resonate with Online AudiencesStrategies to communicate effectively with distinct segments
CHAPTER THREE
Summary Key takeaways from top trends and tactics
CHAPTER ONE
Leading Patient PreferencesTrends centered on self-medication and care
US Healthcare Report | 5
CBD is treating conditions across the spectrumConsumers are seeking natural remedies for self-
medication, allowing CBD products to become more
mainstream.
The number of searches containing “cbd for” has grown
67% year on year. CBD searches containing “pain”
slightly declined while searches with “depression”
increased year on year.
More patients are seeking CBD to treat mental illness,
but the highest affinity is with patients suffering from
physical conditions. Diabetes patients are 3x more likely
to use CBD.
Engaged patients searching for CBD are also more
likely to be 55-64 year old women, but perhaps most
surprising is that they are 19% more likely to be ultra conservative.
% YoY
AUDIENCE PROFILE CBD User Index12 weeks ending 4/20/19
Diabetes
COPD
Crohn’s
Depression
Cancer
273%more likely
267%
249%
82%
59%
Patients with physical ailments are most likely to use CBD.
*Index is compared to standard online population.
US Healthcare Report | 6
YoY Share of Search Clicks - Pharmacies
VISIT TREND
Prescription delivery provides discretionAs with other online goods, consumers are looking to get their prescriptions delivered. While convenience is certainly a component,
some data shows that discretion may also be a leading driver.
Although Walgreens and CVS share the bulk of web traffic, online pharmacies like Blink Health are gaining momentum. Blink
Health’s visits grew 71% year on year and the majority of traffic came from specific medication searches.
These medications treat conditions that patients may want to be discreet about and therefore prefer the anonymity of delivery.
Sildenafil for male enhancement, finasteride for hair loss, and phentermine for weight loss were among the top searches driving
traffic to Blink Health.
40%
30%
20%
10%
0Walgreens CVS Rite Aid Express
ScriptsOptumRx Caremark Blink Health
4 weeks ending 4/21/18 4 weeks ending 4/20/19
-5%
+8%
+16%+1% +2% +7% +71%
Patients seeking discretion are allowing online pharmacies like Blink Health to surge.
US Healthcare Report | 7
Keto diet plans are on the riseWhile Americans get a bad rap for their eating habits,
different diets are always growing in popularity. The latest
suspect? The ketogenic diet.
Of all searches for ”diet” online, 55.4% included “keto” in
the 12 weeks ending 4/27/19, which is 15.4% higher than
diet searches in the same period last year.
While interest for the diet is on the rise, information that
people are seeking differs by device. Mobile users are
searching for menus and foods, likely for advice on the
go. Desktop users are focused on how to begin the diet,
searching “for beginners” and seeking out reviews of how
it’s worked out for others.
Search reveals which self-treatment options patients are seeking online, so what can healthcare providers and manufacturers do to optimize search to different audiences?
DEVICE TREND
Top Searches for “keto diet” by Device12 weeks ending 4/27/19
Mobile users need quick advice while desktop users want to plan.
“keto diet menu”
“keto diet foods”
“keto diet recipes”
“keto diet meal plan”
“keto diet explained”
“keto diet plan for beginners”
“keto diet for beginners”
“keto diet menu for beginners”
“how to start keto diet”
“keto diet reviews”
Desktop (35.5%)Mobile (64.5%)
CHAPTER TWO
Resonate with Online AudiencesStrategies to communicate effectively with distinct segments
US Healthcare Report | 9
Benchmark against a competitive setNew players are constantly gaining traction in healthcare, so it’s important to trend competitive performance over time to stay ahead.
Among Psoriasis treatment options, Humira consistently has the lion’s share of website traffic. However, when Humira declined
-20% the week ending March 2, Stelara gained 73% in visits.
To diagnose why Humira’s traffic dipped, Stelara can see that upstream traffic to Humira from lifestyle sites dropped -39% and -19%
from entertainment sites. Leverage visits data to track industry leaders over time and provide context to wins and losses with search
and clickstream data.
COMPETITIVE INTELLIGENCE
Trended Visits to Psoriasis Treatment Sites
Taltz
Stelara
Humira
2/16/19 2/23/19 3/9/193/2/19 3/16/19 3/23/19 3/30/19 4/6/19
350K
300K
250K
200K
150K
100K
50K
0
Humira’s declines provide context for other brands’ gains.
US Healthcare Report | 10
Create content & messaging by audienceTo reach patients and healthcare professionals in a meaningful way, health campaign messaging needs to be tailored to
each audience. For example, patients with diabetes search for advice on diet, recipes, and guidelines to maintain a healthy
lifestyle. Meanwhile, healthcare professionals (HCPs) are seeking information on different types of diabetes, the risks
associated with various ethnic groups, and goals for healthy body levels, like A1C to test glucose.
When planning a campaign for diabetes treatment, marketers should include content centered on diet guidelines for patients but should focus on education materials concerning diabetes types or healthy glucose levels for HCPs. Instead of
going to market with one message, craft content that aligns with the interests of different audience segments.
Top Searches for “Diabetes” from Patients & HCPs - 12 weeks ending 4/20/19
CAMPAIGN MESSAGING
diabetes
type 2 diabetes
american diabetes association
diabetic diet
diabetes symptoms
diabetic recipes
snacks for diabetics
diabetes guidelines
Patients Search Share Search ShareHealthcare Professionals
diabetes insipidus
diabetic ketoacidosis
diabetes mellitus
type 2 diabetes
diabetes
diabetes risk asian americans
protein and type 1 diabetes
a1c goals for diabetics
Patients seek diet guidelines while
HCPs look for different strains.
US Healthcare Report | 11
Optimize search to drive conversionsAlthough an established brand, Advil is playing catch-
up with Amazon’s private-label Basic Care in the pain
relief category on Amazon. Despite higher growth,
Advil’s purchase rate is 17% lower than Basic Care.
What can Advil do to drive more conversions?
Advil is currently losing 11.2% of page views from “advil”
searches to Basic Care. Meanwhile, Basic Care is the
leading product receiving traffic from “ibuprofen”
searches.
Developing an internal search strategy can ensure that
Advil doesn’t lose out on searches that are generating
purchases. Sponsoring more products for “advil”
and “ibuprofen” searches could help Advil win back
more page views. Product content or price may also be
considered to further drive conversions.
AMAZON SEARCH INSIGHTS
Pain Relief Brand Purchases on Amazon - March 2019
Share of Product Page Views for “Advil” Searches on Amazon - March 2019
Basic Care
Advil
38.5%
13.0%
+103%
+222%
40.9%
24.1%
Share of Purchases
YoY Growth of Purchases
Purchase Rate
30.9%
20.5%
16.2%
11.2%
4.5%
Advil (100 Count) Pain Reliever / Fever Reducer Coated Tablet, 200mg Ibuprofen
Advil Liqui-Gels (200 Count) 200mg Ibuprofen
Advil Liqui-Gels Minis, 200 Count, Ibuprofen 200mg
Basic Care Ibuprofen Tablets, 500 Count
Kirkland Signature Ibuprofen IB tablets
Top ProductsShare of
Page Views
CHAPTER THREE
SummaryKey takeaways from top trends and tactics
US Healthcare Report | 13
1. CBD has become a popular self-medication
option with searches up 67% year on year.
2.Patients want prescriptions delivered
discreetly which is why Blink Health visits grew
71% year on year.
3.55.4% of all diet searches included “keto” as
more patients seek healthy eating guidelines.
1. Benchmark against the competition to provide
context for brand performance over time.
2. Leverage search to tailor campaign messaging
to distinct audience groups.
3. Optimize internal search by comparing page
views and conversions against key challengers.
Resonate with Online AudiencesLeading Patient Preferences
Key Takeaways
Hitwise is a global digital intelligence provider that helps brands and agencies, like Walmart, Goldman
Sachs, Condé Nast, and Group M, segment and reach online audiences. As pioneers in data science for
over 20 years, we deliver long-lasting improvements to our clients’ marketing and sales performance.
Powered by leading data transformation and modeling technologies, Hitwise data is audience-first,
actionable, globally-compliant, and unmatched in terms of granularity. This allows us to provide a
complete understanding into how consumers behave online - from initial search to final purchase, at any
moment in time, across any device.
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APPENDIX
Chapter 1
Page 5: Hitwise AV Health, US. Condition segments built from Symphony
Health patient data, 12 weeks ending April 20, 2019.
Page 6: Hitwise, US. YoY change in search clicks, 4 weeks ending April 20,
2019.
Page 7: Hitwise, US. Searches for “diet” and “keto diet” by device type, 12
weeks ending April 27, 2019.
Chapter 2
Page 9: Hitwise AV Health, US. Trended visits to Humira, Taltz and Stelara’s
brand websites.
Page 10: Hitwise AV Health, US. Searches for “diabetes” from patients as
defined by Symphony Health data, 12 weeks ending April 20, 2019.
Page 11: Hitwise Amazon Retail Intelligence and Amazon Search Intelligence,
US. March 2019.