Google has recently launched a new feature, "Symptom Search". Google's Symptom Search automatically serves search users related links that the Google algorithm determines are relevant to the querry, and lists related conditions for the user to explore. For instance if a user types the query "weight loss surgery", Google's Symptom Search will offer related links and corresponding informational links to conditions such as diabetes, and sleep apnea. Google's Symptom Search takes up some pretty valuable real estate in the search listing. In fact, the Sympton Search placement occupies the very first natural algorithmic space.
The role out of Symptom Search could pose additional challenges for medical marketers, especially those relying too heavily on SEO. Two recent studies clearly indicated that health related and medical searches are some of the most popular activities online, and of course, Google knows this. As medical marketers become more comfortable using online tactics to attract patients, ranking 1st in the organic slot becomes more and more valuable. However, if the first, and most coveted slot is occupied by sites that Google deams information rich (Wikipedia, NIH.gov, etc.) there will be less opportunity to drive traffic from position one by other sites that don't enjoy most favored nation status. Medical marketers, physicians, and hospitals cannot compete for SEO position against NIH.gov and Wikipedia. What is the alternative to capture click share, and search share? Participation in PPC, or paid marketing. Google's product role outs often have a way of nudging the market towards PPC (naturally this is how Google makes money). When Google rolled out search suggestions (a.k.a. autocomplete), the product that "fills in" as you type, this product roll out effectively killed a good portion of long tail SEO traffic. Google's Search Suggestion drives more traffic to head terms where most PPC bidders play, and bid prices are the highest. Search Suggestions drove traffic away from clicks that were either free (easy to rank for long tail SEO) or low priced PPC becuase fewer play in long tail PPC bidding. Is Symptom Search a step in in a similar direction? Is Symptom Search valuable to the user or just to Google? Time and user adoption will tell. It does seem curious that the incidence of Symptom Search we found is on procedures where bid price and competition is already fierce. Coincidence?
Below is an example of a search using the term "weight loss surgery". Google's Symptom Search is outlined by the dashed red lines.