Analysis in the rise of mobile search in Healthcare and Pharma over the last 2 years. All analysis via google, over the last 8 quarters. Trends across 10 interesting and common diseases are analyzed.

1. Mobile Searches in
Healthcare
Gary Monk
20th October 2014

2. Executive summary
• Mobile searches are rising rapidly in healthcare
• Including tablets, over 50% of searches for all
analyzed conditions are now on a mobile device
• Certain conditions are even more popular re: mobile
search, probably due to sensitivity & stigma
• Pharmaceutical and Healthcare companies who are
lagging must clearly adopt a ‘Mobile First’ approach

3. Method
• Analysis performed via Google (US only)
• ‘Mobile devices’ exclude tablets unless stated to
focus on true mobility
• Data points are 3 month averages, for disease
analysis, going back 2 years (Oct 2012 - Sept 2014)
• Medical conditions chosen based on being common
and / or interesting for research purposes (i.e. having
a potential stigma attached)

4. Mobile Search percentage during Quarter 3, 2014
INCLUDING TABLETS
(by medical condition on horizontal axis)
70.00
65.2
61.8 60.9 60.1
57.9
56.1 54.8
53.0 52.1 51.4
57.00
44.00
Including tablets over 50% of
searches are now mobile
31.00
18.00
% of searches on Mobile Devices (incl. tablets.)
Source: Google Oct. 2014
There appears to be a driver for
conditions with sensitivity to be
searched via mobile

5. Mobile Search percentage during Quarter 3, 2014
EXCLUDING TABLETS
(by medical condition)
55.00
54.3
52.8
51.3
50.3
48.5
45.3
43.8 43.5 43.5
40.7
45.75
36.50
27.25
18.00
% of searches on Mobile Devices (excl. tablets.)
Source: Google Oct. 2014
A high volume of searches
are performed on mobile
devices, for all conditions

6. Mobile Search percentage increase vs base
Q3 2014 vs Q4 2012
(by medical condition & excluding tablets)
90.00
88.6
76.2
73.3 71.6 71.4
64.4
50.5
43.9
38.9 37.7
72.00
54.00
36.00
18.00
% increase vs baseline of mobile searches (excl.
tablets.)
Source: Google Oct. 2014
Diabetes and ADHD have a
lower % overall mobile search
but are rising rapidly
Depression searches have
nearly doubled on mobile in
the last 2 years

7. Diabetes
55.00
45.75
36.50
27.25
23.1
25.8
% of searches on Mobile Devices
27.3
31.1
29.3
31.2
35.5
40.7
18.00
Q4-12 Q1-13 Q2-13 Q3-13 Q4-13 Q1-14 Q2-14 Q3-14
Quarterly Period
Source: Google Oct. 2014
Diabetes has the lowest mobile search
volume yet is significant and on the rise

8. ADHD
55.00
45.75
36.50
27.25
25.1
28.1
% of searches on Mobile Devices
30.7
36.9
32.3
35.4
38.2
43.5
18.00
Q4-12 Q1-13 Q2-13 Q3-13 Q4-13 Q1-14 Q2-14 Q3-14
Quarterly Period
Source: Google Oct. 2014
ADHD is also growing steadily (with an
outlying data point at Q3-2013)

9. COPD
55.00
45.75
36.50
31.6
32.7
% of searches on Mobile Devices
36.9 36.1 36.2
37.5
41.8
43.5
27.25
18.00
Q4-12 Q1-13 Q2-13 Q3-13 Q4-13 Q1-14 Q2-14 Q3-14
Quarterly Period
Source: Google Oct. 2014

10. Multiple Sclerosis
55.00
45.75
36.50
29.1
% of searches on Mobile Devices
32.3 33.0
35.6
36.6 37.2
40.7
43.8
27.25
18.00
Q4-12 Q1-13 Q2-13 Q3-13 Q4-13 Q1-14 Q2-14 Q3-14
Quarterly Period
Source: Google Oct. 2014

11. Breast Cancer
55.00
45.75
36.50
27.25
26.4 25.5
% of searches on Mobile Devices
29.7
34.6
36.4
33.6
38.5
45.3
18.00
Q4-12 Q1-13 Q2-13 Q3-13 Q4-13 Q1-14 Q2-14 Q3-14
Quarterly Period
Source: Google Oct. 2014

12. Schizophrenia
55.00
45.75
36.50
27.25
28.3
31.9
% of searches on Mobile Devices
35.5
41.4
36.3
39.1
42.9
48.5
18.00
Q4-12 Q1-13 Q2-13 Q3-13 Q4-13 Q1-14 Q2-14 Q3-14
Quarterly Period
Source: Google Oct. 2014
Schizophrenia searches are growing
rapidly even with the outlying data point

13. Erectile Dysfunction
55.00
45.75
36.50
30.6
34.6
% of searches on Mobile Devices
38.2
41.8 42.7 43.6
47.4
50.3
27.25
18.00
Q4-12 Q1-13 Q2-13 Q3-13 Q4-13 Q1-14 Q2-14 Q3-14
Quarterly Period
Source: Google Oct. 2014

14. Depression
55.00
45.75
36.50
27.25
27.2
32.7
% of searches on Mobile Devices
34.0
40.8
36.7
39.4
43.4
51.3
18.00
Q4-12 Q1-13 Q2-13 Q3-13 Q4-13 Q1-14 Q2-14 Q3-14
Quarterly Period
Source: Google Oct. 2014
Mobile searches for depression are high,
possibly due to the stigma, demographic and
a need for ‘on the go’ support

15. HIV
55.00
45.75
36.50
36.7
39.9
% of searches on Mobile Devices
41.4
50.6
40.2
43.2
45.0
52.8
27.25
18.00
Q4-12 Q1-13 Q2-13 Q3-13 Q4-13 Q1-14 Q2-14 Q3-14
Quarterly Period
Source: Google Oct. 2014

16. Premature Ejaculation
55.00
45.75
39.1
41.8
% of searches on Mobile Devices
44.6
46.9 47.2 47.9
52.2
54.3
36.50
27.25
18.00
Q4-12 Q1-13 Q2-13 Q3-13 Q4-13 Q1-14 Q2-14 Q3-14
Quarterly Period
Source: Google Oct. 2014
Premature Ejaculation mobile search is increasing
rapidly and has the highest search volume, probably
due its sensitive nature

17. Executive summary
• Mobile searches are rising rapidly in healthcare
• Including tablets, over 50% of searches for all
analyzed conditions are now on a mobile device
• Certain conditions are even more popular re: mobile
search, probably due to sensitivity & stigma
• Pharmaceutical and Healthcare companies who are
lagging must clearly adopt a ‘Mobile First’ approach

18. Thank you
Twitter: @garymonk
Blog: garymonk.com
Linked In: www.linkedin.com/in/garywmonk/