To manage these shifts and understand patients’ needs, healthcare marketers are looking at July’s Google Search trends for guidance.
The nuances of changing hours, safely returning to medical facilities or using telemedicine are confusing for even the wisest of consumers, so search trends give us a genuine picture of the thoughts, questions and concerns that enterprise health systems must address in their listings and communications.
In this article, we break down July’s Google Search data to understand what types of information healthcare consumers are looking for. Here are coronavirus search trends that marketing teams should monitor.
Overall Google Trends for Coronavirus
COVID-19 has dominated search queries in the past few months, but other types of Google searches began returning to normal levels in June.
According to Binary Fountain client data, total searches for healthcare organizations dipped more than 60% in March but climbed back up, now at about 20% fewer weekly searches than pre-pandemic levels.
Clicks on healthcare companies’ Google My Business (GMB) profiles rebounded more rapidly, now up 32% from February click volume. Meanwhile, clicks to phone calls have increased nearly 90% from pre-outbreak levels, which should continue motivating healthcare marketers to ensure their local listings have updated websites, phone numbers and other contact information.
For a full picture of the July’s coronavirus search trends, Google Trends has daily updates for the top 100 places searching for coronavirus and the top related queries – what people type when searching for the virus.
On July 24, the top coronavirus queries on Google were “coronavirus cases,” “coronavirus US,” “ Florida coronavirus,” “coronavirus update” and “coronavirus news,” followed by searches for other general updates and state-specific information.
The search engine is also keeping track of trending questions related to coronavirus risk, which in the past week were:
- How long are you contagious with the coronavirus?
- Is nausea a coronavirus symptom?
- Can dogs get the coronavirus?
- Is a sore throat a sign of coronavirus?
- Will coronavirus go away?
Meanwhile, searches about hand sanitizers, mask mandates, homeschool programs and “private pandemic pods” all have spiked more than 1,000% in the past week in the U.S. The spikes come as consumers prepare themselves for preventing the virus’ spread while starting to resume jobs, school and other activities.
This week’s top Google searches about Covid-19 information also include “how exactly do you catch Covid-19?”, “steroids and coronavirus”, and “coronavirus risk by activity.”
July’s Other Related Google Trends
Though a majority of searches regarding coronavirus are currently related to states reopening and health guidelines, there are other search trends healthcare organizations should monitor.
The search engine has reported a recent spike in facemask searches queries, led by the keywords ‘face shield,” “N95 mask” and “surgical masks.”
Search trends also suggest consumers are confused about job openings, unemployment and other economic impacts. “Unemployment stimulus” searches have increased 60% in the past day, along with a significant uptick in “unemployment news,” “600 unemployment” and “unemployment benefits.”
Other top-trending U.S. queries in the past week to monitor are “coronavirus vaccine” and “coronavirus testing,” which is relevant to the many healthcare facilities with Covid-19 testing sites. Follow these instructions to get your coronavirus testing site listed on Google Search.
Finding Positive Coronavirus Searches
It’s easy to forget that not all coronavirus search trends are negative. Marketers – especially in healthcare – should remember that people search for how they can help in disaster scenarios. Healthcare brands should answer these questions with content – on Google listings and otherwise – about how to support local providers.
Google recommends the following methods of using its platform to help consumers and support healthcare workers:
- Let people know that solutions are available whenever, wherever.
- Assess when people need you most, whether through your own first-party data or Google Trends.
- Frequently update or publish content that informs, entertains, connects and promotes wellness.
- Consider who the heroes are among your employees, your customers or your local community.
For more content on managing your brand during COVID-19, you can visit our COVID-19 Resources Page and browse these resources:
- 8 Steps to Rewiring Customer Relationships Disrupted by the Pandemic (ft. Jay Baer)
- Here’s How to Get Your COVID-19 Testing Center Listed on Google
- Checklist: COVID-19 Features for Online Healthcare Listings
- How COVID-19 is Shifting Priorities for Healthcare Marketers
About the Author
Content Marketing Specialist