Google has reported that 5% of all searches are healthcare associated. Google Traits, a web-based software that analyses the recognition of search queries in Google Search throughout numerous areas and languages, permits us to match the search quantity of various queries over time. So, what can it inform us about medical tourism?
I’ve checked out Google Traits information during the last 5 years to see what it would inform us about medical tourism. Keep in mind that the information displays all searches for the time period, which can embrace sufferers desirous to find out about locations and remedy, but in addition journalists, researchers, governments and enterprise folks within the sector searching for info. We’re additionally a comparatively small pattern by way of the variety of searches undertaken.
A decline in recognition?
Not surprisingly, given the impression of COVID-19, there’s been a current decline in curiosity in medical tourism. By nation, searchers within the United Arab Emirates, Malaysia and Singapore have been probably the most lively. Dubai stands out as displaying the very best degree of curiosity of any subregion or metropolis. In current months, Mauritius has made an look on the high of the rankings. Presumably, somebody’s planning a medical tourism initiative for Mauritius?
Google Traits makes use of a quantity from 1 to 100 to replicate search curiosity relative to the very best degree over a interval. A price of 100 represents the height recognition for a time period. A price of fifty implies that the time period is half as well-liked. The newest determine for “medical tourism” is 37, in comparison with the 5 yr peak of 100 in February 2018.
Google Traits: Search curiosity over final 12 months.
Blue: ‘medical tourism’ search. Crimson: ‘medical journey’ search.
We will return so far as 2004 on Google Traits and take a look at the long term. Searches for “medical tourism” grew steadily from 2004 by way of to 2009. Since 2009 nonetheless, it’s been downhill all the way in which with search frequency at round 25% of the volumes seen in 2009.
Which time period?
Varied phrases are used to explain the sector. The most well-liked are “medical tourism”, “medical journey” and “well being tourism”. Use of “medical tourism” is most frequent, though the hole in utilization between “medical tourism” and “medical journey” has closed over the previous couple of years with “medical journey” getting used extra incessantly than “medical tourism” in some current months. “Well being tourism” attracts far much less searches.
There are additionally regional variations within the phrases that individuals use. Over the past twelve months, searches for “medical journey” far exceeded these for “medical tourism” within the USA and Canada. Whereas in Jap Europe and the Gulf, “medical tourism” searches had been way more frequent.
What was trending in 2020?
Google Traits additionally reveals which phrases have elevated in frequency over time. In 2020, the quickest trending time period was after all… Coronavirus. Joe Biden, Kim Jong Un and Boris Johnson had been the quickest trending personalities. Within the UK and in France, the quickest rising “Find out how to” was “Find out how to make a face masks/Remark faire un masque?” Within the USA, it was “Find out how to make hand sanitizer?” In Germany, the quickest trending “Why” query was “Warum wurden Kelloggs Cornflakes erfunden?” (Why had been Kellogg’s cornflakes invented?). I’ve no thought what that claims concerning the Germans’ curiosity in breakfast cereals. I’ll ask Claudia Mika from Temos Worldwide!
What about healthcare phrases?
Google has reported that 5% of all searches are healthcare associated. Searches for telehealth are actually 5 instances the extent that they had been in earlier years. Telemedicine follows an identical pattern. Once more, there are regional variations in searches. Over the past yr, the nations displaying the best curiosity in telehealth had been Australia and Canada, whereas the highest three for telemedicine searches had been Indonesia, India and Pakistan.
Goal intent, not medical tourism
Google believes that when sufferers are trying to find info on serps, they’re now displaying intent by way of the character of their search question. When utilizing Google search, they’re changing into extra particular and looking for solutions to questions which present intent. Sufferers displaying intent don’t seek for “medical tourism” or “medical tourism India”, they compose questions reminiscent of “how a lot is a hip alternative in Spain”, or “what does a dental implant value in Hungary?”.
The web optimization and on-line technique in your medical tourism enterprise must replicate the way in which that potential medical travellers are looking for info and goal these which are clearly displaying intent. In 2021, “intent centered advertising and marketing” will grow to be more and more vital for on-line advertising and marketing success.