Digital diagnosis - search engines in the healthcare sector
Advancing digitalization has permanently changed the way information is obtained in the healthcare sector: While some time ago, patients mainly obtained information about health-related issues at a doctor's appointment, this is now mainly done online. Google is the most frequently chosen information medium. This means that patients today mainly use search engines to find out about their own complaints or the diagnosis they have received from their doctor.2
Healthcare professionals (HCPs) are also increasingly using search engines to research specialized medical information, as opposed to sourcing it exclusively from pharmaceutical companies and representatives - especially when searching for medical expertise for better diagnoses and alternative treatment methods.2
The relevance of search engines for health topics should not be underestimated. It is particularly important for pharmaceutical manufacturers to react to the change in information behavior: Only those with a presence on Google & Co. can address patients, treating physicians and other medical professionals in a targeted manner during the information process and thus influence decision-making. But what is the best way to reach the desired target groups? Via search engine marketing with Google Ads (Google) or Microsoft Advertising (Bing).
Google Ads in medical professional circles
Google Ads are paid pay-per-click adverts that are placed in the world's largest search engine Google (approx. 85% market share) and its associated advertising network.3 This makes it possible to target online adverts to users who are interested in a specific medical product or medicine or who want to find out more about certain diseases. This not only increases the reach for companies and brands, but also strengthens brand awareness.
The Medicinal Products Act - Things to know about legal issues
The misconception that Google Ads may not be used for advertising in medical professional circles due to the Medicinal Products Act is still widespread among most pharmaceutical companies. However, despite numerous guidelines and restrictions, there are certainly opportunities for pharmaceutical companies to reach HCPs and place their own products effectively and attractively in this field: Targeting makes it possible to present adverts to HCPs precisely when they are searching for a specific product. In addition, the performance of the campaign can also be measured and further optimized in order to achieve the desired target values - all based on specific data.
To ensure that the desired target group can be addressed and reached at as many points as possible, there are also other campaign types (display, shopping, video) that can be used in addition to traditional search ads.
One important point that must always be taken into account: When advertising the respective medicines or medical devices etc., a target group-specific distinction is made between professionals (HCPs, doctors, human physicians, veterinarians, pharmacists, etc.) and laypersons (patients, relatives, people without medical training, etc.).
Microsoft Advertising in medical professional circles
Microsoft Advertising places paid adverts on Bing, the world's second-largest search engine (approx. 9 % market share),4 as well as on other advertising platforms that use its search algorithm.3 This also includes advertising platforms outside Microsoft's own network, such as Yahoo, AOL and Ecosia. In addition, it is also possible to display adverts in Bing Shopping and X-Box Live.
Microsoft Advertising should therefore be seen as an ideal complement to Google Ads. Although the Microsoft search engine has a smaller reach than Google, it has an attractive user group. These are people who are often older than 35, have a higher education and higher income and use Bing primarily for the B2B and pharmaceutical sectors.4 In addition, the lower competition results in lower click prices compared to Google Ads.
Legal framework conditions: What needs to be taken into account?
These guidelines and laws must be observed when advertising via Google or Bing:
Medicinal Products Act (HWG)
- creates the legal framework for advertising in the German healthcare system
- determines which mandatory information medicinal products must contain
- prohibits misleading advertising (e.g. untrue or false claims of efficacy)5
Google Ads & Microsoft Advertising Advertising Guidelines
- contain provisions regarding advertising in the areas of health and medicine
- specify which health-related content may be advertised
- regulate the countries in which pharmaceutical companies may advertise6, 7
OTC or RX product? We provide information:
The distinction between prescription-only (RX) and over-the-counter (OTC) medicines also plays an important role in search engine advertising. In contrast to non-prescription OTC medicines, RX products are subject to stricter guidelines and may only be advertised to healthcare professionals.8 It is therefore necessary to encode specialist information on the advertised medicines in order to prevent the lay public from gaining insight. Specialist portals can be set up for this purpose, to which only HCPs have access and which can also be specifically advertised.
Successful search engine advertising - we are at your side!
Both Google Ads and Microsoft Advertising are efficient channels with potential for successful online advertising in the healthcare sector. However, it should never be forgotten that by far the most important factor for a successful campaign of any kind remains professional implementation within the applicable guidelines. As this can often be a challenge, we are happy to support you in creating and managing your campaigns via Google Ads or Microsoft Advertising and help you to position yourself at the top of the search engines.
Please feel free to contact me:
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