Google Health was formally announced last Thursday, http://searchengineland.com/080228-094426.php. There is so much buzz around personal health profiles online, the simple notion that individuals should retain their own health data, medical records. I am all for it, I barely remember to go to the doctor once a year, let alone the last time I had a tetanus shot. I agree privacy and security are huge issues but those issues exist today.
Google Health, Microsoft’s HealthVault and Revolution Health (backed by former AOL Chairman Steve Case) are the three big players, the big boys. I do not think this concept or these companies are going away. Therefore, as a pharma marketers let’s think about this new communication channel? distribution channel? and how to message our product’s key benefits.
As we know Google earns almost all its revenue in Web advertising. Google has no plan to sell ads on Google Health. It aims to make money indirectly when users search for other medical information. Today MSN places HealthVault results at the top of their organic search results. Where do you think this is going? Lipitor.com is not going to rank above HealthVault. Try it, “Hypertension treatment” on MSN Live Search.
We need to leverage our assets, what can we offer these companies to improve their service. Eric Schmidt, CEO of Google stated, “We don’t know how to suck it(information) out of the brains of doctors, but we know how to suck it out of the computer systems of doctors.” What will Google want to “suck out” of the pharma industry? We could provide a Google Health PDF with information on the benefits of our product, better yet a Google Health MOA video or even better, access to the medical research faculty that are working hard to discover a cure for MS or Parkinson’s. If we improve their service, we gain access to their customers. What is your plan? It is time to have a brainstorming session!
