The latest Medical Marketing and Media issue points out that Yahoo Health has added interactive health search tools to engage patients longer on the third most popular health portal.
For an example, consider these resources available on a Yahoo health search for osteoporosis . Tests, self-care, and treatments are follow-on options. There are also banner advertisements for pharmaceutical products. Indeed, hope for Yahoo is also to increase contextual advertising revenue.
There are also features like find a doctor by specialty and zip code, and symptom checker. These features are all about deeper consumer engagement at the earliest stages of the patient journey: awareness and acquisition. That additional engagement can prepare patients to be more informed and receptive as they visit the physician's office.