Trust is integral to pharmaceutical and healthcare industries. When a patient seeks advice from a healthcare professional (HCP) at a doctor’s surgery, hospital or pharmacy, they know it’s coming from qualified experts; authoritative and honest. And this trust forms the basis of any HCP/patient relationship.

But as pandemic concerns, lockdown and self-isolation have accelerated the shift to digital diagnosis, ‘Dr Google’ has never been more in demand; putting the quality of online healthcare content and virtual bedside manner under the microscope.

As the dispensers of this information, search engines strive to serve qualified content to prevent misdiagnosis, and in a way that patients and HCPs are comfortable with. To support patients, not only do we need to understand their needs and behaviours first-hand, but how digital platforms interpret and serve these.

Here our digital experts dissect how…

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