By 2020, during the first wave of Covid, a study claimed almost two in three of us were turning to ‘Dr Google’ to self-diagnose. Today, the search giant is just the tip of the iceberg when it comes to seeking answers about ailments and cures. Social media is booming – and so is social search.
Platforms such as TikTok and Instagram, used by billions worldwide, are locked in a fierce fight with Google and other tech giants to secure user attention and advertiser budgets. One way that social media players hope to increase their share is by morphing from content providers into searchable resources that promise education as well as entertainment.
All of which means that pharma and other healthcare brands need a comprehensive omnichannel search strategy so they remain more visible to consumers than their rivals, or their online marketing plans could soon become a world of pain.
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