Content is crucial in capturing physicians searching online

Content is crucial in capturing physicians searching online

According to Manhattan Research's latest study, 610,000 U.S. physicians use search engines to find medical information online. However, physicians reported varying degrees of relevance and satisfaction with search results. Mark Bard, president of Manhattan Research, says there is a need for more targeted physician-level content online. Searching for health information usually yields consumer-oriented results, but if the searcher is a physician looking for clinical information, the search needs to yield physician-level results, Bard says. It's also important to tag the content appropriately to ensure top organic search listings. The research showed that although consumers are more likely to start their online session with a search engine, physicians are more likely to start with a site that they're familiar with, such as Medscape or MerckMedicus.