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Health in Runet: trends and features of promotion


What becomes the most frequent wish for the New Year? Health! That is why we will conclude 2016 with a useful article on one of the most popular topics in the Runet search engines – Health. Only in Yandex, more than 4% of all requests are devoted to it – this is almost 7.5 million requests a day, that is, every minute Yandex responds to about five thousand such requests. Google at one time even launched a special application Google. Health, which allows users to store information about their health and condition in a convenient format, and Yandex – the Yandex.Health application for online appointments with a doctor.

Health has long gone online: people look for doctors, use special applications, read reviews and, unfortunately, self-medicate. In our article, we will look at interesting trends in the topic, as well as explore various Internet marketing tools that are suitable for promoting clinics, pharmaceutical companies, doctors, and anyone related to medical topics.

Popular searches and seasonality

So, the three biggest and most exciting topics for people are drugs, diseases and symptoms, clinics, and doctors. According to Yandex statistics, in about 30% of queries, people mention specific diseases or health problems, and also describe symptoms. An example of a search query containing both a health problem and a search for a drug is “medicine to bring the temperature down quickly.”

Another feature of the topic is a pronounced seasonality at the level of specific diseases. For example, peak searches for colds correspond to epidemics in January and February. In the summer they get sick a little less, in the winter they often look for diseases and medicines. At the same time, interest in health as a whole practically does not change during the year, apparently, some problems are replaced by others. The hardest month in 2016 was March, with a heightened interest in drugs and health in general. Other examples of seasonal requests are fitness and weight loss, as well as allergies. Users are actively losing weight by the summer, and allergies appear in different seasons and to different products. By search queries, you can track which set of allergens in which month and in which region the allergy sufferers are worried – an interesting statistical tool for an allergist!

In addition to the medicine and the problem, in every fifth health query, people indicate a specific body part that is of interest. For example, the uterus, liver, and heart are most often mentioned when looking for diseases, and the stomach, eyes, and blood are most often mentioned when looking for symptoms. In inquiries about children’s health, the most common occurrences are teeth, fitness – muscles, nutrition – stomach, and cosmetology – hair.

How do you translate these useful and interesting statistics into internet marketing? We’ll go straight through the promotion tools allowed in the medical field.

Search engine promotion

SEO – promotion in search engines using website optimization (content, technical component, external optimization). In the medical field, SEO can be a good and relatively cheap source of traffic, since there are very high competition, problematic moderation, and many restrictions in PPC advertising. Let’s describe the nuances of search engine promotion in the medical field.

First, you need to choose a promotion strategy. Health inquiries are quite clearly divided into commercial and informational. Commercial request: “dentist in Novosibirsk”, informational: “symptoms of hypothermia”. Of course, it would be nice to collect traffic from all requests, but it’s not easy. Before starting the promotion, you need to calculate your strength and choose a direction. You can start promoting commercial requests and promoting your catalog of services or goods, and at the same time accumulate an article base to promote information requests.

Under the strategy, it is necessary to lay the appropriate structure of the site – a catalog or services. There must be sublevels in it to promote both high-frequency and low-frequency requests. Let’s take an example from a familiar dental topic.

  • Level 1: home page – dental clinic.
  • Level 2: catalog section – orthodontics.
  • Level 3: service card – bite correction.

A well-thought-out structure will make the site convenient and logical for both users and search engines.

If you also decide to promote information requests, you need to do an analysis of competing sites in advance and decide whether to promote the knowledge base within a commercial site or still have to move it to a subdomain. And by analogy with the directory for the Infobase, it is also necessary to think over the structure. For information requests, you will have to compete not only with regional, but also with federal sites, so you need to be prepared for fairly slow and gradual growth.

Advertising tools

Contextual advertising, display advertising, targeted advertising – all these are pay-per-click advertising.

There are many restrictions and problems with moderation in the medical field, as well as rather high competition and, accordingly, the high cost of promotion. We recommend using advertising to promote the most important and marginal areas, as well as to promote promotions and special offers. For the rest, SEO turns out to be cheaper in terms of the cost of the user acquired. Below we’ve put together a quick summary of what you can advertise and what you need to moderate.

Yandex is more loyal to medical topics than Google. Perhaps the fact is that Yandex responds faster to changes in Russian advertising legislation, and also takes into account the specifics of the Russian market. In Yandex, you can advertise almost everything except the remote sale of drugs, prescription drugs, and also some topics such as abortion. From the nuances: for many subtopics, setting up retargeting ad-chasing is prohibited. To pass the moderation, you will need a letter of guarantee, certificates, and licenses – it all depends on the specific project.

Google seems to use the same strict standards for all countries, which is why a good half of health-related topics are banned from advertising. Advertising of online pharmacies, remote sale of medicines, including medicinal herbs, is prohibited, only advertising of medical equipment is allowed, and then with restrictions. You can advertise OTC drugs and dietary supplements, but only if you are an official manufacturer or distributor. You cannot advertise medical services, but advertisements for medical centers and doctors are allowed. It is important that medical terms and service names should not be mentioned even in your website URL. To pass moderation, you will also need licenses, certificates, and other documents.

Since the competition in the medical field is very high, you need to approach advertising placement responsibly, use clarifications, quick links, a virtual business card, and other tools that allow you to increase CTR, reduce the cost of a click, and at the same time bring a more targeted audience. Here is an example of a complete and effective advertisement in Yandex. Direct for our clients:

In addition to contextual advertising, you can use targeted advertising on social networks; this type of placement has its own set of rules. For advertising of drugs and medical services, targeting from 18 years of age and a disclaimer link are required: “There are contraindications. Consultation of a specialist is required. ” Advertising of dietary supplements requires linking the disclaimer “dietary supplements. It is not a drug. ” To be able to link a disclaimer, you must send documents and a link to the advertisement to Support.

It is in contextual and targeted advertising that you can use the given trends, you can divide advertising campaigns by season or target them by population categories. For example, almost all mothers with children in kindergarten or school in September face colds, this trend can be used in advertising.

Polina Stolpovskaya. head of the marketing department

Health is one of our favorite marketing topics, although many marketers shy away from it. We work with both medical centers, dentistry, and veterinary clinics. One of the difficulties of promoting in this topic is that you cannot make a mistake in the content, you must always be careful and in any incomprehensible situation check the information with doctors, because an error in the advice on the site or an incorrectly written article can cause many problems for the user, and subsequently for the company itself. We hope our article will help you in promotion, we wish you success and health in the New Year!

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