CEO, Brand Medicine International; Senior Fellow, HITLAB; Author: What We Really Ask Dr. Google & White Paper ‘AI Disruptions in Search (Health)’
When I examine the real-world search results to commonly asked questions across disease states and prescription therapies the results range from inaccessibly technical, to out-of-date to irresponsible. The current Patient Information Experience (#PiX) is proof that #SEO is not working to connect those seeking evidence-based, #patientcentric information with those creating it. This is fostering an environment where misinformation can thrive, and public health is put at risk - not to mention presenting numerous challenges to the consultations between HCP and patients as doctors seek to 'undo' assumptions and 'knowledge' patients have acquired from Dr Google. This is where #SearchListening can be applied to illuminate this blind spot in the communication landscape and be leveraged to calibrate content and digital strategy to meet real-world needs. #SLOisthenewSEO #SLO #SearchListeningHealth #searchengineoptimization #searchengineoptimisation #searchmarketing #pharmaceuticalmarketing
Couldn’t agree more Julia. Listening to your patient carefully and reacting in the most appropriate way with well tested medicine and advice instills confidence & usually achieves results.
Love the insights shared here Julia Walsh and I appreciate the power of combining SEO with SLO! I look forward to our Fireside Chat on the Impetus Digital podcast channel entitled "Healthcare Goes Digital"!
Hi Julia. I agree the search paradigm is changing. I am about to release a white paper about this too - the value of listening to search beacons and what we're dubbing search lighting - as the value of actually answering questions (correctly) is vital in an environment where people demand rapid responses. Your example about the vaccine bungle is spot on. Great read!
Steward: The Future of Food - Event, Media, Search & Social Analytics & Reporting - Audience Insights
5moLove that visual attached to your article.