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Healthcare
Nothing is more important than your health, so it is no surprise that people connect online to learn everything they can about products and providers before making critical healthcare decisions.
Studies
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Brand Effect of TrueView vs. Preroll
This study provides a metanalysis of 18 True View brand uplift campaigns. The TrueView format allows users to skip ads, whereas with prerolls advertisers only pay per completed view based on an auction system (fixed CPM).
Key findings:.
- Overall brand ...
Preview the Study Download: PDF , PPT
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Growth in Online Shopping 2010 to 2012
For the first time ever the majority of purchasers does online research before purchasing. The online purchase share shows limited growth for most products, however online research grows strongly and consistently across all countries and products.
Key Findings
- Online purchase ...
Preview the Study Download: PDF , PPT
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Evaluating the Effectiveness of YouTube
This study aims at evaluating the effectiveness of a variety of advertising platforms and formats in the Netherlands.
Key findings:.
- The richer format afforded by video platforms means ads have a greater impact than on news or social media sites ...
Preview the Study Download: PDF , PPT
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Measuring the ROI of Pre Roll in Media Mix: UK
This study will help you understand more about the ROI of pre-roll ads in the media mix.
Key findings:
- Although TV reach is higher, the YouTube pre-roll adds 10% incremental reach
- The pre-roll campaign, particularly when combined with TV campaign ...
Preview the Study Download: PDF , PPT
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Influencing Offline, The New Digital Frontier
This white paper looks at the impact of online research on offline sales. Four out of ten people prefer to research online before purchasing offline (ROPO). This seven page paper will help you understand what impact ROPO is having on ...
Preview the Study Download: PDF
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Beyond Last Click
This paper summarises the key findings and insights from Google’s research into the important area of clickstream attribution. It will give you the facts to answer key questions such as: how long is the typical path to purchase and ...
Preview the Study Download: PDF
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Eye Tracking Study Comparing Mobile and Desktop
In this study we show a series of visually striking eye tracking hotspot-maps to highlight the differences between where people look on a desktop and mobile screen. We think this research will be of interest to anyone working on mobile ...
Preview the Study Download: PDF , PPT
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The role of the internet on the path to purchase, Germany
This study aims to understand the role of the internet in path to purchase in Germany.
Key findings:
- 50% of internet users have researched and compared products online
- 40% of offline buyers have conducted online research prior to purchase.
- 40 ...
Preview the Study Download: PDF , PPT
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The Digital Journey to Recovery: Treatment Selection
In today's digital world, prospective patients are now active partners in their medical journeys as they move from "addiction" to "decision to treat" to "treatment" and finally to "recovery". Google engaged Compete to survey over 250 treatment center researchers ...
Preview the Study Download: PDF
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The Digital Journey to Wellness: Hospital Selection
Google partnered with Compete, Inc. and fielded over 500 hospital researchers to understand what influences hospital selection and what role digital plays in the journey. Here are some highlights from the study:
- 84% of patients use both online and offline ...
Preview the Study Download: PDF
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OTC Pain Relief: The E-Patient's Path to Treatment
How are patients researching certain conditions and treatments online? This 2011 Google/Compete study focuses on how patients research over-the-counter pain relief. Here are some highlights:
- 3 in 4 patients utilize search engines as a top resource for researching pain ...
Preview the Study Download: PDF
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Search to Rx: Cancer
Nearly 30% of US online adults have or have someone in their household with cancer. This 2011 Google/Compete study focuses on how patients research cancer treatments. Here are some highlights:
- 66% of cancer patients or caregivers of cancer patients ...
Preview the Study Download: PDF
Videos
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Google Hispanic Marketing Forum 2012: The Patient Journey
Research
Google Hispanic Marketing Forum 2012: The Patient Journey
Univision and Google partnered to get a better understanding of the Hispanic patient journey. This study explores how and why this consumer segment is important to healthcare marketers and shares insights on the best way to target this audience.
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YouTube & New Technologies
Interview
YouTube & New Technologies
In an interview, Jason Liebman, Co-Founder & CEO of Howcast, discusses the importance of YouTube and new technologies.
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Importance of Social
Interview
Importance of Social
In an interview, Dr. Ruth Westheimer, Renowned Therapist & Cultural Icon, discusses in an interview the importance of using social technology to reach your audiences.
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Democratization of Tools
Interview
Democratization of Tools
In an interview, Thomas Goetz, Executive Editor at WIRED Magazine, discusses in an interview how the democratization of tools has given the power to everyone.
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The Consumer's Ahead of the Marketer with Mobile
Interview
The Consumer's Ahead of the Marketer with Mobile
In an interview, Brian McDevitt, Emerging Sector Lead, Mobile Display at Google, discusses how far the consumer is ahead of the marketer when it comes to mobile.
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The E-commerce Future
Interview
The E-commerce Future
In an interview, Spencer Spinnell, Director, Emerging Platforms at Google, discusses the future of e-commerce and it's convergence with mobile.
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Mobile Transforming Health
Interview
Mobile Transforming Health
In an interview, Aurora Archer, Senior Director, Digital Distribution Channels at AstraZeneca, talks about how health is personal and relevant and mobile is transforming the pharmaceutical industry.
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Brands & Social Participation
Interview
Brands & Social Participation
In an interview, Lucas Watson, VP, Video Online Global Sales at YouTube, discusses how the best brands are utilizing YouTube and social media.
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Pharma & Social
Interview
Pharma & Social
In an interview, Jim DeLash, Director of Digital Marketing at GlaxoSmithKline, talks about the pharmaceutical industry and the social movement within the digital space.
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CMI on Innovation
Interview
CMI on Innovation
In an interview, Calvin Butts, Vice President, Innovations at CMI, talks about how to create an innovative culture within a company.
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Think Health 2011 Sizzle Reel
Highlights
Think Health 2011 Sizzle Reel
Experience the highlights of this year's Think Health event.
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Keeping Up with Consumer Demands
Interview
Keeping Up with Consumer Demands
Joseph Cowan, Partner & Senior Search Strategist, Pharma, at MEC Global, explain how with mobile/tablets on the rise, consumer expectations have risen - expect answers and information as they think about it, we need to respond faster, and engage with ...
Infographics
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Cold & Flu Season Infographic
Cold & Flu Season Infographic
There are over 1 million cases of the cold per year in the United States. As winter arrives, millions turn to over-the counter remedies. Learn some marketing insights and tips from this Google infographic and be the brand that provides ...
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The Digital Journey to Recovery: Treatment Selection Infographic
The Digital Journey to Recovery: Treatment Selection Infographic
A Google infographic to illustrate what influences treatment center selection as patients move through the journey of "addiction" to "decision to treat" to "treatment" and on to "recovery."
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The Digital Journey to Wellness: Hospital Selection Infographic
The Digital Journey to Wellness: Hospital Selection Infographic
A Google infographic to illustrate what influences hospital selection and the role digital plays in the journey to wellness.
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From Screen to Script
From Screen to Script
Physicians are using digital tools more than ever before to make clinical and treatment decisions, presenting an opportunity for marketers to reach, engage and drive action in new ways. This infographic from the Google/Manhattan Research "The Doctor's Digital Path to ...