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Web Strategies for Health
Communications
July 21, 2010
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“To become aware of the possibility of the search is to be onto something.”- Walker Percy
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Mystery Searches, Prom Dresses and the Ultimatum Theory
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Uncovering Seasonality
source: Hitwise
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Prom Dress Obsession
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Power of Observed Behavior
❖ Marketers Often Rely on Gut Instinct or Outdated Research
❖ Search Term Data is a Valuable Proxy for Timing Consumer Interest
❖ Engagement Ring Phenomenon and Market Inefficiencies
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Cognitive Dissonance Experiment
Audience Polls Observed Behavior
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Social Nets Overtake Porn
Women Wrestlers, Economic Predictions and The Narrative Fallacy
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Dancing with the Stars
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DWTS - The Postmortem Analysis
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Postmortem - Part II
= Male25-34 Year-Olds
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The Stacy Keibler
Correction Coefficient
(SKCC)
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Product Diffusion Visualization and the Early Adopter
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Diffusion of Innovation
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Curve Compression
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Corn Seed Versus Online Video
Weeks to Adopt New Technology
Hybrid Corn Seed
YouTube
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Three Predictions
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Predictive Exercise
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Prediction #1 - Curation v. Crowd Source
As online content continues to grow, end-users are becoming increasingly dissatisfied with crowd-sourced methods to find online social media content. Early Adopters seek guidance through niche portals with editorial viewpoint (political sites, how-to videos, motivational, educational).
What’s most popular doesn’t equal what’s most interesting.
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Prediction #2 - The End of 1/9/90
Mobile video sharing and video blog uploading are the top tech trends for the Young Digerati early-adopter segment.
As it becomes easier to share content, percentage of users participating will approach Pareto Principle (80/20).
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Prediction #3 - Social Nets and Media Collide
Early adopters are investigating niche social networks that specialize in online video sharing.
Rather than simply post media via traditional nets, early adopters are looking for nets dedicated to social interaction for niche purposes
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Health InformationOnline Landscape, Drug Recalls and Consumer Behavior
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Online Landscape
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Top Searched Diseases
Top 10 Disease/Condition Searches:
1. Poison Ivy2. Shingles3. Gout4. Lyme Disease5. Lupus6. Crohn’s Disease7. Fibromyalgia8. Diverticulitis9. Skin Cancer10. Ringworm
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Top “Symptoms of” Searches
Top 10 “Symptoms of” Searches:
1. Pregnancy2. Diabetes3. Depression4. High Blood Pressure5. Mono6. HIV7. Lupus8. Bipolar Disorder9. Spider Bites10. Menopause
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Top “Where is” Searches
Top 10 “Where is” Searches
1. My Tax Refund2. Chuck Norris3. the Oil Spill4. Justin Bieber5. Costa Rica6. Aruba7. the Great Mall8. My Liver9. Algeria10. Bubbles the Chimp
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Children’s Tylenol and Motrin Recall
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Children’s Tylenol and Motrin Recall
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Children’s Tylenol and Motrin Recall
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Google Trends and Insights
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Search Patterns and the Flu
Source: Google Trends
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Demographics and Online Health
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In Summary
•The Internet has become pervasive in our daily lives
•The e-trail we leave behind is rich with potential insights
•Beware the narrative fallacy
•We are what we click!
The New Basics
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To Learn More
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Visit our blog: www.ilovedata.com
Follow us on Twitter: @Hitwise_US
Email me:[email protected]
