What Pharma Marketers Should Know:
Google has updated the Knowledge Graph to display a wide range of medical facts about the disease or condition in question, and for some of these conditions there will even be high-quality illustrations from licensed medical illustrators. “We’ll show you typical symptoms and treatments, as well as details on how common the condition is-whether it’s critical, if it’s contagious, what ages it affects and more,” Prem Ramaswani wrote on Feb. 10 in a blog post about the latest updates.
“One in twenty searches in the United States are for health related information,” wrote Ramaswani. Now, searches for common conditions will begin showing more and more relevant medical facts. Once Google provides the searcher with this basic information, they should find it easier to do more research on their own, or to know what questions to ask their doctor. This update by Google will help make the health information searchers are looking for more easy to find and more readily available, two things that could save patients as well as HCPs plenty of time and research.
Google teamed up with Mayo Clinic to make sure the information they are showing is as accurate as possible. “All of the health information provided in the knowledge graph has been reviewed and evaluated by an average of 11 physicians,” stated a Google spokesperson in an email to CMI. The feature launched Feb. 10 and will be rolling out across all devices over the next few days.
What Pharma Marketers Should Do:
With this updated feature comes more of a need to properly structure your SEM campaigns. Google’s Knowledge Graph will now be triggering for less specific search queries, like “pink eye symptoms” in the screen shot above, and this will in turn push our listings down on the page. This can be combated by putting a strict emphasis on conducting proper keyword research to capture more HCP specific terms. Keeping that in mind, the proper implementation of negative keywords and conducting search query reports will help keep costs down and prevent unwanted traffic from triggering our ads. This granular approach to account structure will help boost the overall Quality Score of the campaign, which Google uses to determine the average cost-per-click, overall ad position, etc.
For more about Google’s Knowledge Graph, see our POV from the initial launch.