Understanding how customers are searching for healthcare 

What are healthcare patients searching for right now? This blog unveils the hidden secrets of search trends, seasonal shifts, and regional hotspots according to Google trends. Discover the keys to unlocking your Google, Apple, and Bing profiles and dominate local ads like a master strategist. 

Healthcare search trends

Healthcare search terms and keywords

While some healthcare search terms remain consistent, recent global events have shaped how patients search for healthcare services. Here are the key trends to consider:

• Telehealth services: The COVID-19 pandemic has significantly influenced patient behavior, with a notable surge in searches related to telehealth services. This trend underscores the increasing demand for remote medical consultations and virtual healthcare solutions.
• COVID-19 testing and vaccines: Unsurprisingly, the pandemic has driven a surge in searches related to COVID-19 testing centers, vaccine availability, and vaccination sites. However, searches for "COVID testing" and "COVID vaccine" have fallen in volume since late 2021.
• Mental health services: The pandemic's emotional toll has led to a notable increase in searches for mental health services, including therapy, counseling, and psychiatric care. Healthcare providers in the mental health field should ensure they are visible in related search results. According to Google Trends, the search term "mental health services" in the United States has increased by about 8.55% per year over five years.
• Preventive care: Patients are increasingly searching for information on preventive care measures, including vaccinations, health screenings, and wellness check-ups. Healthcare providers should emphasize their preventive care services in their digital marketing efforts.
• Chronic condition management: Searches related to managing chronic conditions, such as diabetes, heart disease, and asthma, have remained consistently high. Healthcare providers specializing in these areas should prioritize their online visibility.

Healthcare search volume and seasonality

It's essential to recognize that healthcare search trends also exhibit seasonality. Peaks in search volume typically occur during flu seasons and allergy seasons, which can vary depending on the region. A prime example is the search term "flu shot near me," which peaks primarily in winter when the flu is most common.

The Flu shot near me search volume has been consistent but is seasonal.

Healthcare search regionality

Search interest in healthcare services is highest in Connecticut, Utah, and Delaware. These states have a higher percentage of the elderly population who may require frequent medical attention. Well-established healthcare providers, hospitals, clinics, and medical facilities in these states may encourage residents to search for local healthcare options more frequently. Healthcare providers should consider targeting these emerging markets to expand their patient base and reach.

Next steps 

Taking action on healthcare search terms: local listings

Providers of renovation services can take advantage of these trends by using them to optimize their local listings. 

• Google Business Profiles: GBPs are a great place to incorporate the terms that patients are searching for. GBP attributes like owner descriptions, posts, reviews, Q&As, service descriptions, and more should be optimized with key terms.
  
• Apple Business Connect: Apple Business Connect is the new player in town, but it brings a high-income audience. Attract upscale patients with Apple Business Connect. By claiming your ABC account, you can better control the way your business appears on Apple Maps and CarPlay.
  
• Bing Places: While Bing Places isn’t as well known as Google Business Profiles, it is still critical that healthcare service providers account for them.
  

Taking action on healthcare search terms: local ads

• Google Performance Max: Google’s new multichannel ad campaigns can be optimized with the terms and seasonality reelected in this analysis. Reach patients across Google Search, YouTube, Gmail and more.
  
• Google Local Service Ads: Google LSAs are absolutely mandatory for healthcare service providers.
  
• Microsoft Local Service Ads: Microsoft LSAs are often overlooked but provide the same LSA experience as Google, just to a different audience.
  

dbaPlatform has been helping healthcare service providers win with local search for six years. Please reach out below to see how we can help.