Estudiante

The Digital Journey to Recovery
Treatment Center Study Google/Compete, U.S. September 2012

Google Confidential and Proprietary

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In today’s digital world, prospective patients are now

ACTIVE PARTNERS
in their medical journeys

Google Confidential and Proprietary

2

The Patient Journey

Addiction

Recovery

Decision to Treat

Treatment

Source: Google/Compete,Treatment Center Study, U.S. Sept 2012

Google Confidential and Proprietary

3

TV & Newspapers Friends & Family Search & Web Content Mobile & Tablet Devices Online Video Health Professionals

We sought to understand what influences treatment center choice and what role digital plays in the journey
Google Confidential and Proprietary 4

Overview and Methodology
We partnered with Compete, athird-party research vendor, to understand how digital drives treatment center research and appointments

We tracked users’ research activity across online platforms between Q1 ’11 & Q1 ‘12

We analyzed online behavior of users from start of research to point of conversion*

We surveyed 267 treatment center researchers in May and June 2012 to gain behavioral insights

*A conversion wasdefined as the following: Live Chat, Find A Location, Tour Facility
Source: Google/Compete, Treatment Center Study, U.S. Sept 2012 Google Confidential and Proprietary 5

Prospective patients tell us digital matters Search is indispensable in patient journey
Search impacts brands

Mobile is the patient’s constant companion
Mobile will be as important as desktop

Online Video informs and connectsSight, sound, and motion tell stories & fuel conversions

Google Confidential and Proprietary

6

What users look for in a treatment center
Marketing can influence top patient priorities

Accepts healthcare plan

91% 87% 77% 76% 76%

Reputation of facility

Uses latest technology

Recommended by friends and family

Recommended by physician

Source: Google/Compete, TreatmentCenter Study, U.S. Sept 2012

Google Confidential and Proprietary

7

Online plays a significant role in the research process
86% of patients used both online and offline resources

88%

Online
76% 62%

In Person

Offline

53% 34% 36% 23% 21%

Search Engines

Treatment Center Sites

Health Physician's Office Family, Friends, Information Sites Colleagues

TV

NewspapersMagazines

Source: Google/Compete, Treatment Center Study, U.S. Sept 2012

Google Confidential and Proprietary

8

Before scheduling an appointment, users put time and consideration into their research

took >2 weeks to research before scheduling an appt.

41%

visited 2+ treatment center websites before converting

53%

XXXXXX
Source: Google/Compete, Treatment Center Study, U.S.Sept 2012 Google Confidential and Proprietary 9

For users who booked an appointment, digital content is key to decision-making
Users tapped into the following resources when researching:

Treatment Center Sites

73%

Health Insurance Company Sites

66%

Health Information Sites

55%

Consumer Generated Reviews

37%

Source: Google/Compete, Treatment Center Study, U.S. Sept 2012Google Confidential and Proprietary

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After a stay with a treatment center, people are spreading the word

recommended family, friends, and colleagues contact the same facility

49%

posted review on social network site

16%

posted a review on a website

19%

Source: Google/Compete, Treatment Center Study, U.S. Sept 2012

Google Confidential and Proprietary

11Prospective patients tell us digital matters Search is indispensable in patient journey
Search impacts brands

Mobile is the patient’s constant companion
Mobile will be as important as desktop

Online Video informs and connects

Sight, sound, and motion tell stories & fuels conversions

Google Confidential and Proprietary

12

v

86% of patients used

search prior to scheduling...