Google Analytics and e-Health a very promising relationship

With today’s post I will open a new subject on which I try to write on, and on which, so far, few have dared to do so.

After learning the full potential of Google Analytics (GA) offers us, especially in terms of e-commerce / online shopping is concerned, I can think of other dimensions in which this analytical capability that gives us this tool can provide and lots to our sector.

2 ideas:

  1. Use web analytics to certain highly prevalent chronic diseases and to find the way to relate the consumption of information about their illnesses with their visits to existing healthcare services first level (Devices Emergency and Primary Care Centers).
  2. Aim the tool to analyze whether the information provided by the hospital through its Health Portal impact on the reference population of the territory and access to the system.

In relation to these two ideas, I wish to consider to what is currently happening in the field of e-commerce, and as shops on line monitor their traffic, track URLs (URLs tracking) and identify user profiles and buying habits for tuning the most of their marketing campaigns, whether through SEO or SEM.


And I wonder … Why not use these same tools to work on improving health in our territory?

That is, on one hand, and related to the first idea, analyze the traffic it receives from the hospital the web to identify health issues that concern people who visit us. If you know Med Line Plus, is a good example of what I want to explain. When you visit their website, one of the things you see is a Cloud Tag of the most viewed topics. This gives you an idea of where the “trending topic” health at that time. For example, in September with the theme of Ebola, the label with this name was by far the largest.

MedLinePlus Cloud Tag

Following this logic, when we launch our Web Portal of Health, we intend to work with web analytics to identify disease outbreaks based on visits to our site, and location. The next step is to link these results with concrete actions on the territory, in coordination with primary care.

On the other hand, for some time I have been thinking how to apply the SEM to improve health in our sector. Initially when I was told to do SEM from the hospital, I thought there was no point, even though, after analyzing it calmly, I saw that it might be another way to invest in health and prevention, to anticipate the consequences of a disease not detected time.

Investing for ads about preventing a disease or detect it early, or how to identify symptoms, surely impact in improving the health of the population and indirectly reducing cost of care treatment in most acute phases.

Definitively, everything I said in this post, I can explain it in financial terms, which ultimately are largely those rules governing the world.

We propose that by investing in a Web Portal for Health, as well as in SEO and especially in SEM, and measuring their return on impact on health, like for the economists is the Return On Investment (ROI), we can name it as the Return on Health or ROTH.

It is therefore essential to work and exploit the full potential we see with Google Analytics, and focus it to measure this ROTH and show how it is worth to invest in prevention from quality-oriented information to patients and users of our hospital or any hospital wherever you are.