Search Listening: Exploring Patient Journeys and Dr. Google
How search listening reveals fears, decisions, and opportunities to improve care
Executive summary
People use search at their most private, uncertain moments. In healthcare, that means Google suggestions and related queries are an unfiltered record of fears, misunderstandings, comparisons, and intent. The webinar with Julia Walsh (Brand Medicine International) and Sophie Coley (Search Listening) highlights how to translate this “search listening” into better information experiences, stronger brand trust, and ultimately better health outcomes. This article synthesizes the top problems, the most effective solutions, and the key insights—then folds them into a practical playbook you can apply immediately.
Part 1 — The core problems
1) The digital disconnect
What patients ask vs. what we publish. Patients and carers use plain, emotional language (“will this kill me?”, “lost my tooth”, “my baby has a rash”), while official information often uses technical jargon (“indications”, “contraindications”). The result: content misses intent.
2) Trigger blindness
Search journeys begin with a trigger (pain, a diagnosis code on a discharge note, a worrying lab result, a headline, a friend’s recommendation). Most organizations optimize for generic keywords, not the micro-moments that kick off intent.
3) Emotionally mismatched pages
Patients move through fear, denial, bargaining, depression, and acceptance at different speeds. Content frequently ignores these states—offering dense leaflets to frightened first-timers or optimistic “lifestyle tips” to someone who needs urgent reassurance.
4) Late diagnoses reinforced by search
People often Google one symptom at a time and gravitate to results that let them dismiss risk (“probably stress”). This optimism bias, plus piecemeal symptom queries, delays help-seeking.
5) Primary non-adherence driven by the results page
After a prescription, ~8 in 10 people will look the medicine up. If the first page is dominated by side effects, forums, and uncontextualized anecdotes, perception of risk rises and many never start the medicine.
6) Stakeholder invisibility (carers & clinicians)
Relatives and carers search differently (“my husband has…”, “my child has…”). Clinicians search too—but with technical phrasing (“reconstitution”, “dosage in CKD”). One-size-fits-all content misses both groups.
7) Accessibility and format barriers
A site about ADHD that is text-heavy, cluttered and long-form is, by design, harder for many with ADHD to use. Voice search, bite-size answers, and mobile ergonomics are underused.
8) Misinformation beats expertise in the SERP
Even in Your Money Your Life (YMYL) categories, thin news hits or anecdotal blogs can jump into featured answers. Authoritative sources may produce excellent content—but it’s effectively a billboard in the desert if it doesn’t surface.
9) Static strategy for a dynamic reality
Questions evolve fast (e.g., vaccine rollouts). Teams run one-off audits and stop, losing visibility as new anxieties and comparisons emerge.
Part 2 — Solutions that work
1) Adopt a Search Listening methodology
Seed with “my + [condition/symptom/relationship]”: “my tooth”, “my pregnancy”, “my child has asthma”, “my patient…”. This pulls queries that reveal real lived context.
Map queries to a journey: Trigger → Awareness → Consideration/Comparison → Conversion/Action → Use/Adherence → Acceptance/Advocacy. Overlay emotional states (fear, denial, bargaining, acceptance).
Identify stakeholder dialects:
Patients/carers: concrete, first-person, reassurance-seeking.
Clinicians: terse, technical (“administration”, “contraindication”, “dose adjustment”).
Broaden engines & contexts: Compare Google and Bing suggestions; test incognito; explore voice constructs (questions, long tails).
2) Design an “Information Experience” (IX), not just pages
Bite-size Q&A: One clear question per H2/H3, immediately followed by a 2–3 sentence answer, then expandable detail. Aim for featured snippets/answer boxes.
Emotion-aware layers:
Fear/triage layer: “Is X life-threatening?”, “When to go to A&E/ER?”, “What to do tonight.”
Understanding layer: simple definitions, visuals, symptom clusters.
Action layer: “How to book a test/telehealth”, “Questions to ask your doctor”.
Adherence layer: expected benefits vs. risks, what side effects mean, when to call the clinic.
Accessibility by default: Clear headings, short paragraphs, summary boxes, alt text, readable fonts, calm layouts; provide audio/read-aloud; structure for screen readers.
Mobile-first & voice-readiness: Place the concise answer up top. Use schema (FAQPage/HowTo/MedicalEntity where appropriate).
3) Build for each stakeholder
Patients: plain language glossaries (“What does ‘sexually active’ mean in this form?”).
Carers: “How to help my mum with…”, decision checklists, caregiver scripts, support links.
Clinicians: fast reference cards (dose tables, reconstitution, interactions) designed for phone use.
4) Reduce primary non-adherence
Reframe risk-benefit: Lead with “Why this medicine is prescribed and what it helps prevent,” then discuss side effects with context and clear escalation guidance.
Expectation setting: “What most people feel in the first week,” “When it starts working,” adherence tips, pharmacist Q&A.
Multiple formats: 60-second video explainer + printable one-pager + FAQ.
5) Systematically compete for SERP features
Structure: Q&A headings, concise answers, bulleted steps, definition boxes.
Authority: cite guidelines, link to trusted .org/.edu, add expert authorship and last-reviewed dates.
Schema: FAQ, HowTo, MedicalWebPage, Speakable (where supported).
Internal links: cluster topic pages to reinforce relevance.
Monitor and iterate (see Metrics section).
6) Create a cross-functional content cell
Pair medical writer + consumer writer + psychologist (or UX researcher) to align accuracy, clarity, and emotional fit. Add SEO/search listening expertise to the mix.
7) Actively counter misinformation
Report harmful content via platform mechanisms (YMYL).
Publish counter-narratives that are empathetic, findable, and practical (not scolding).
Partner for reach: hospitals, medical societies, charities, patient groups; co-author content and share authority signals.
8) Make help one click away
At fear or denial stages, provide low-friction actions: symptom checklists, helpline buttons, telehealth slots, “book a test” CTAs, or “talk to a pharmacist”.
Part 3 — Practical playbook
A. Discovery (2–3 weeks)
Harvest questions
Run “my + [topic]”, “my child…”, “my husband…”, “can [test] be wrong”, “[medicine] + side effects”, “dose…”, “how to…”
Capture Google & Bing autosuggest, People Also Ask, and related searches in incognito.
Tag by journey + emotion
Trigger, Awareness, Consideration, Conversion/Action, Use/Adherence, Acceptance/Advocacy
Fear, Denial, Bargaining, Depression, Acceptance
Segment by stakeholder
Patient, Carer, Clinician. Note vocabulary differences.
SERP audit
For top 100 questions, document: featured snippet owner, page type, tone, authority, gaps, and accessibility issues.
B. Strategy & IA (1–2 weeks)
Build topic clusters per condition:
Understand (definitions, symptoms, tests)
Decide (comparisons, options, side-by-side pros/cons)
Act (what to do now, how to book, first-aid)
Treat (medicines, devices, procedures)
Live with (self-management, lifestyle, support, caregiver guides)
Design answer objects: reusable Q&A modules with schema; “When to worry” boxes; “What to ask your doctor” checklists; “What to expect” timelines.
C. Creation (4–8 weeks, iterative)
Write for snippet first: 40–60-word answers, then depth.
Localize reading level: target plain English; explain jargon inline.
Format diversity: text, short video, printable summaries, audio read-outs.
Accessibility QA with representative users (including ADHD, low vision, low digital literacy).
D. Distribution & surfacing
Internal links from high-authority sections.
Outreach to societies/hospitals/charities for citations.
Structured data validation; monitor with Search Console/Bing Webmaster Tools.
E. Measurement & continuous listening
Track weekly (not one-off):
Findability: featured snippet/answer box share; top-3 ranking share for priority questions.
Engagement: scroll depth, time to first answer, exits on fear-stage pages.
Care signals: clicks on “book a test / telehealth”, downloads of checklists, helpline taps.
Adherence proxies: “start medicine” guidance page visits, refill info clicks.
Equity: performance on mobile, page weight, readability, voice compatibility.
Feed new/seasonal questions back into the backlog.
Part 4 — Key insights to carry forward
Search queries are confessions. People reveal what they won’t say in clinic. Treat them with empathy and design for privacy, reassurance, and clarity.
“My” is the master key. Adding “my” to seed terms reliably uncovers patient/carer reality and acceptance-stage questions.
Emotion changes what ranks (and what wins). Pages that match the state of mind (not just the keyword) earn engagement and snippets.
One-symptom searching delays care. Present symptom clusters and triage cues; make next actions obvious.
Answer boxes are the new front desk. Structure for snippets and speakable answers; this is how people encounter you via voice.
Carers and clinicians are separate audiences. Give each a fast path. Clinicians need a “phone-friendly formulary”; carers need scripts, checklists, and support links.
Accessibility is clinical safety. If people can’t process information in the moment of fear (or with ADHD, low literacy, or vision issues), they can’t act on it.
Trust is earned through citation and usability. Author credentials and medical society co-signs matter—but so do plain language, scannability, and timely updates.
Misinformation is a UX problem as much as a policy problem. Publish alternatives that are faster, clearer, and kinder—then make sure they surface.
Listening is a muscle. Track, learn, adjust. Questions move with news cycles, seasons, and product changes.
Part 5 — Quick templates
Triage box (fear stage)
Is this an emergency? Call 999/112 (or your local emergency number) if you have [red-flag symptoms].
Tonight: [Self-care steps], when to seek same-day care.
Next: Book [test/GP/telehealth]. Typical wait: [X]. What to bring: [list].
Medicine start box (adherence stage)
Why prescribed: [Benefit in plain English].
When it helps: Most feel [X] by week [Y].
Common feelings: [A, B, C]—usually mild; try [tips].
Call a clinician if: [Specific thresholds].
Don’t stop suddenly without advice.
Caregiver script
“Hi, I’m caring for my [relation]. They have [condition] and today they’re experiencing [symptoms]. We’ve tried [self-care] since [time]. We’re worried because [red-flag]. What’s the best next step?”
Part 6 — Governance & team model
Owners: Medical (accuracy), SEO/Content (findability), Psych/UX (emotional fit & accessibility).
Cadence: Monthly search-listening review; quarterly content refresh; rapid updates during news spikes.
Policies: Plain-language standards, accessibility checks, medical review dates, escalation for harmful misinformation.
Partnerships: Hospital/society co-authorship, pharmacist reviews, patient-group feedback panels.
Conclusion
Search listening reframes healthcare communication from broadcasting to accompaniment. When we map triggers and emotions, write for the snippet, design for caregivers and clinicians, and measure what truly matters (triage clicks, adherence support, accessibility), we close the digital disconnect and shorten the distance from fear to care. The result isn’t just better SEO; it’s a safer, kinder, and more effective patient journey—powered by the questions people really ask “Dr Google.”