Beyond the Clinic: How Google Searches Reveal Patient Priorities in Cancer Care

Source:

Özistanbullu D, Weber R, Schröder M, Kippenberger S, Kleemann J, Stege H, Kaufmann R, Schilling B, Grabbe S, Wilhelm R. Exploring the Thoughts, Needs and Fears of Chemotherapy Patients—An Analysis Based on Google Search Behavior. Healthcare. 2024; 12(17):1689. https://doi.org/10.3390/healthcare12171689

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Today, we're diving into a fascinating study that sheds light on the thoughts, needs, and fears of chemotherapy patients by analyzing their Google search behavior. This research not only provides valuable insights for healthcare professionals but also offers important lessons for marketers in understanding consumer behavior and information-seeking patterns.

Study Overview

• Objective: To understand the collective interests, concerns, and information-seeking behaviors of individuals affected by cancer, either as patients or caregivers, through analysis of Google search data.

• Method: Analysis of Google AdWords data for chemotherapy-related search terms in Germany from September 2018 to September 2022.

• Data Scope: 1,461 search terms associated with "chemotherapy," representing 1.7 to 29 million search queries.

Key Findings

1. Consistent High Interest

   • Google Trends analysis showed a consistently high search interest in chemotherapy, with an average search rank of 85.9 throughout the analyzed period.

   • Seasonal fluctuations were observed, with lower search volumes in December and January.

2. Most Searched Topics

   • General information about chemotherapy processes

   • Side effects of treatment

   • Treatment success rates

3. Tumor Types

   • Breast cancer was the most searched tumor type (28.7% of tumor-specific searches)

   • Followed by lung cancer (13.6%) and colorectal cancer (11.8%)

   • Interestingly, prostate cancer, the most common cancer in men, had relatively low search volumes (2.3%)

4. Side Effects

   • Hair loss was by far the most searched side effect (51% of side effect-related searches)

   • Skin-related side effects were the second most common (9%)

5. Treatment Types and Terminology

   • High search volumes for "adjuvant chemotherapy" and "neoadjuvant chemotherapy"

   • Frequent searches for immunotherapy, suggesting potential confusion between chemo- and immunotherapy

6. Demographics and Search Behavior

   • Women appear to search more frequently for health-related information, particularly breast cancer

   • Men generally seek less health-related information online

Marketing Implications and Actionable Insights

1. Content Strategy:

   • Develop comprehensive, easy-to-understand content addressing the most searched topics, especially treatment processes, side effects, and success rates.

   • Create separate content streams for different cancer types, with a particular focus on breast cancer.

2. SEO and SEM:

   • Optimize content for high-volume search terms related to chemotherapy side effects, particularly hair loss and skin-related issues.

   • Consider seasonal adjustments to SEO and SEM strategies, accounting for lower search volumes in December and January.

3. Audience Segmentation:

   • Develop targeted content and campaigns for women, who appear to be more active in seeking health information online.

   • Create strategies to engage men more effectively in health-related information seeking.

4. Educational Content:

   • Provide clear explanations of different treatment types (e.g., adjuvant, neoadjuvant, immunotherapy) to address potential confusion.

   • Develop content that addresses the emotional and psychological aspects of cancer treatment, not just medical information.

5. Product Development:

   • For healthcare and beauty brands, consider developing products that address the most searched side effects, particularly hair loss solutions and skincare for cancer patients.

6. User Experience:

   • Design websites and apps that make it easy for users to find information on the most searched topics, potentially using AI-driven personalization based on user behavior.

7. Influencer Marketing:

   • Collaborate with healthcare professionals and cancer survivors to create authoritative content addressing common search queries.

8. Social Media Strategy:

   • Use social platforms to disseminate easily digestible information on frequently searched topics, potentially using formats like Instagram carousels or TikTok videos.

Limitations and Considerations

• The study was limited to Google searches in Germany and may not be fully representative of global trends.

• Search data doesn't provide context on individual motivations or experiences.

• The study couldn't distinguish between searches by patients, caregivers, or healthcare professionals.

This research provides valuable insights into the information-seeking behavior of individuals affected by cancer. For marketers, it highlights the importance of understanding the specific concerns and needs of target audiences, especially in sensitive areas like healthcare. By aligning content and marketing strategies with these insights, brands can provide more valuable, relevant information to their audiences and potentially improve engagement and trust.

Future Research Directions

• Explore how socio-economic factors affect digital health information seeking.

• Investigate search behaviors in different healthcare systems and demographic groups.

• Combine quantitative search analysis with qualitative methods for a more nuanced understanding of patient needs.

By leveraging these insights, marketers can create more effective, empathetic, and targeted campaigns that truly resonate with their audience's needs and concerns.

Click on the image above to access the interactive presentation.