Bianca Bailey from Google Australia shares valuable insights on how Australians search for health information and how organizations can effectively reach and influence consumers during their health journey. In this video, she discusses the concept of micro-moments, the digital landscape, and behavior change in the context of health promotion.
digital, micro-moments, Google, health promotion, public health
Thank you so much for joining me today. I’m Bianca Bailey, an Industry Head at Google Australia. I am passionate about sharing insights with you on how Australians search for health information and how organizations can use micro-moments to drive behavior change. Before we get started, I want to assure you that I am your target market, and although I may come across as a hypochondriac, I hope you won’t judge me! As someone who has had personal experiences with breast cancer, open-heart surgery, and fertility treatments, I understand the importance of accessing accurate information and making informed decisions about health.
At Google, I have been immersed in the world of search for 12 years, and I truly believe that it is ingrained in my DNA. I’ve had to embark on a journey to educate myself about various health issues and make critical decisions about my well-being. I am often referred to as “Dr. Bailey” by my specialist because I am diligent in researching and preparing for every appointment. Google is a valuable resource for me, and I rely on it to satisfy my curiosity about health-related topics. And I am not alone. Google is like a massive focus group, representing the information-seeking behaviors of millions of people worldwide.
Today, I will take you through the concept of micro-moments in the context of health and the typical health decision journey. I will also introduce a behavior change model that leverages digital measurement to help you stay at the forefront of your audience’s minds. But before we delve into micro-moments, let’s take a step back and reflect on how consumer behavior has evolved over the years.
In the past, it was relatively straightforward to reach consumers through traditional media, such as television, and communicate your message. However, with the rise of mobile technology, the landscape has drastically changed. Media has become fragmented, and households now have multiple screens that are used simultaneously. As marketers and health promoters, it is crucial to understand this shift in consumer behavior and adapt our strategies accordingly.
At Google, we embrace a human-first approach, putting our customers at the heart of everything we do. Our teams are dedicated to understanding how people use our products and how digital tools can enhance their lives. We believe in leveraging technology to make information easily accessible and focusing on moments that matter to our audience. And mobile devices play a significant role in these moments.
Did you know that the average person looks at their phone nearly 150 times a day? Mobile devices have become an essential part of our daily lives, and they present numerous opportunities for engagement. People rely on their phones for immediate information, answers to questions, and meeting their needs. This explosion of mobile usage has led to a significant increase in mobile sessions, indicating that more people prefer to access the internet through their phones. However, this trend also means that attention spans have decreased, and users demand engaging, informative, and delightful digital experiences.
In Victoria, more and more people turn to the internet to explore their most private thoughts and questions about their health. A recent survey conducted by Bupa revealed that around 80% of Australians have searched for health information online. So why are they going online, and what are they looking for?
In preparation for this presentation, we conducted a Google consumer survey with a representative sample of a thousand Victorians who admitted to seeking health information online. The results were eye-opening. 45% were researching specific medical conditions, while weight control and treatment procedures accounted for joint second place at 33%. When asked why they turned to the internet, the primary reasons were to prepare for a doctor’s visit and explore personal thoughts and questions about health.
Think about your own online behavior. The internet offers a safe space for individuals to seek answers and share concerns that they may not feel comfortable discussing with others. It is essential that organizations understand this behavior and develop strategies to provide reliable information and engage with their audience effectively.
In conclusion, micro-moments, digital technology, and behavioral change all play crucial roles in the health promotion landscape. By understanding how Australians search for health information and leveraging these insights, organizations have an incredible opportunity to make a meaningful impact on individuals’ well-being.
Watch the full video for a deep dive into the world of micro-moments and how they can shape behavior change in the context of health promotion.
**Source:** [YouTube Video](https://www.youtube.com/watch?v=VIDEO_ID)
Bianca Bailey (Industry Head, Government & Energy) from Google Australia shares insights on how Australians search for health information and how organisations can target those micro-moments across the consumer health journey to affect behaviour change.