All Belgian internet users, googling symptoms are our clients' target audience. Many of them however, never heard of the reliable healthandscience platform. They search online for health information and often end up at unreliable forums. The platform put all its efforts in providing reliable information but wanted more people to see them. They were looking for new visitors and to be known as Belgium's reliable destination for online health-information.

The campaign was relevant for the target-audience because they were warned and got introduced with the reliable healtandscience platform. And thus eliminating the need for searching health information on untruthful sites.

A DIGITAL REMEDY AGAINST GOOGLING YOUR SYMPTOMS

CHALLENGE

More and more people are searching health information online, via Google. The information people find is often downright wrong. The Belgian governmental medical website gezondheidenwetenschap.be wanted to warn the public of the possible risks.

IDEA

By conveniently using Google AdWords, we alerted the population when they were googling their symptoms. For example, if you googled “twitching eyelid”, the first result was the following message: “Don’t google it, check a reliable source.” This lead to the medical site 'gezondheidenwetenschap.be’, a medical platform supported by the Flemish government. We hosted a video on their reliable platform clearly demonstrating the risk googling and trusting online health information.

We bought the 150 most googled symptoms in Dutch. By conveniently using Google AdWords we reached only the people we needed to reach & just at the moment they needed a warning. So whenever people searched for one of those symptoms, they saw our message.

By conveniently using Google AdWords, we alerted the population when they were googling their symptoms. For example, if you googled “twitching eyelid”, the first result was the following message: “Don’t google it, check a reliable source.” This lead to the medical site ‘gezondheidenwetenschap.be’, a medical platform supported by the Flemish government. We hosted a video on their reliable platform clearly demonstrating the risk googling and trusting online health information.

• 1,2 million people googled symptoms during the campaign

• 7% click-through rate (benchmark 2%)

• 100 000 Google Adwords Impressions

• 200% more visitors to the healthandscience site

• Continuous doubling of traffic towards the site

• Our most popular symptom turned out to be: hemorrhoids.

More and more people are searching health information online, via Google. The information people find is often downright wrong. The Belgian governmental medical website gezondheidenwetenschap.be wanted to warn the public of the possible risks. They wanted more visitors and be known as a reliable source for medical information.