Rather than turning to their personal doctors, many people are turning to Google first to diagnose their own ailments. Health-related searches now account for as many as 1 out of every 20 searches, according to Google.
Why?
Well for one, the rising costs of healthcare seems to be driving people to increasingly turning to Google to diagnose their health concerns. Unfortunately, this practice has led individuals to misdiagnose themselves.
In fact, a study conducted in 2012 found that out of every four British women who Google searched for an answer to a medical symptom, one misdiagnosed herself.
These practices have not flown under Google’s radar. They are working to ensure that they are providing their users with the most relevant returns they can. In February, they announced they will use a new app called Knowledge Graph to help eliminate the need for searchers to comb through numerous, conflicting returns for medical information.
Google’s attention to medical information is a positive turn because frankly, people are starting to seek medical advice online as much as their personal physician. Moreover, doctors themselves are even beginning to get behind this evolution. Some doctors have even started vetting the medical information found on Google. In addition, Google currently has 400 recognized conditions that have been reviewed by the Mayo Clinic.
Your medical practice can (and should) take advantage of this growing trend by engaging in good SEO practices. If you optimize your medical website to where you’re receiving an optimal ranking (on page 1 or 2), chances are your practice will show up on searches when people type in for relevant symptoms—especially if you specialize in that specific area.
Final note
While it is wonderful that Google is endeavoring to provide users with more accurate information about important topics, Google cannot be a substitute for patients actually seeing their doctor if they’re sick. That said, medical practices with optimized websites are easier to locate online.
Google will by no means eliminate your physical practice; however, you should be aware that you will likely have to learn to coexist with patients who have consulted Google before visiting your office. However, this arrangement can work in both of your favors if you embrace it.