Google Proprietary 1

A Proposal for Sponsored Links Connecting Consumers to Important Health Information

November 2009

Mary Ann Belliveau, Director, Health, Google

Amy Cowan, Head of Industry, Health, Google

Google Proprietary 22

1 Online for Health Information

2 Role of Sponsored Links

3 Google’s Proposed Sponsored Link Ad Formats

Agenda

Google Proprietary

Search Engines Provide Access to Useful Health Information

3

4.6B 111MSearches on

Health KeywordsIndividuals Searched Using

Health Keywords

Source: Patient Pathway Study, Google & comScore, April 2008; comScore Behavioral Data, Total Internet Users, Oct-Dec 2007, (27,404)

Google Proprietary 44

Access to Information Can Improve Public Health

Google Proprietary 5

Health Condition Queries are Growing Exponentially

Source: Google Internal Data; 3X growth from 2006-2009

Graph includes all “Health-Condition” queries EXCLUDING all “swine flue” and “h1n1” terms.

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36%

7%

7%

11%

15%

21%

10%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Started over-the-counter

medication

Tried alternative treatment

Used another resource to

gather more information

Made a self-diagnosis

Scheduled a doctor's

appointment

Changed behavior /

lifestyle

Spoke with a doctor

Question: Again, thinking about your most recent [CONDITION]-related question or concern, what did you/they do because of the [CONDITION] information you gathered online? Please select all that apply. More than one answer was allowed. Base: All Qualified Respondents (n=4,224)

Online Health Information Impacts Behavior

Activities Conducted Due to Information Gathered Online

Source: Harris Interactive, “Online For Health:; The Impact of Online Behavior on Healthcare Decisions,” 2007

Google Proprietary 77

1 Online for Health Information

2 Role of Sponsored Links

3 Google’s Proposed Sponsored Link Ad Formats

Agenda

Google Proprietary 8

Google is Go-To Source for Health Info

Organic “Natural” Search Results

8

Sponsored “Paid” AdvertisingAdvertisers can bid on these positions

Cost free: results are based on Googleranking algorithm of relevance to search query

Google Proprietary 9

Impact of FDA Letters on Sponsored Links

Before

Arbitraer.com

After

9

BOTH LEAD TO

LED TO

Arbitraer.com

Google Proprietary 10

CTR

Auction Dynamics Pre & Post FDA Letters in Health Conditions Category

Source: Google Internal Data, US Search aggregate trending of Pharmaceutical brand terms

CTR: Click-through rate

Post NOV Search Ads are Less Transparent and Relevant

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1 Online for Health Information

2 Role of Sponsored Links

3 Google’s Proposed Sponsored Link Ad Formats

Agenda

Google Proprietary 12

Proposed Standard for Product Claim Sponsored Links

This additional “More Info” link will direct to risk information

Headline will link to designated landing page, such as the homepage

“Warning:” is fixed & cannot be modified; the remaining 62 characters can be modified

Google Proprietary

Proposed Standard for Black Boxed Sponsored Links

zinaxa

About Zinaxa & Depression

Depression

Zinaxa Information

Headline will link to designated landing page, such as the

homepage

The “safety & prescribing”statement is fixed & cannot be modified

This additional “More Info” link will direct to risk information

Google Proprietary 14

Thank You.