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Indianapolis Business Journal

Christina Galoozis

When actor Patrick Swayze’s diagnosis of pancreatic cancer was first reported on March 5, 2008, the term “pancreatic cancer” was pretty low on Google’s list of popular searches. But the next day, traffic for the same search term spiked to six times its average. This is precisely the type of information health care organizations should be paying attention to, according to a study by Ball State University’s Center for Media Design that tracked health-related search patterns using Google Trends, a free tool that determines the popularity of key words.The study’s main takeaway: Health care marketers can adapt to, and even use to their advantage, the online search habits of consumers.

Understanding when and why people search for specific health-related terms is vital to attracting more visitors (i.e. patients) to a Web site.

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Insight and Research at the Center for Media Design (CMD) has begun to receive quite a bit of attention from industry publications and mainstream media outlets in the last several years as a groundbreaking and reputable media research organization. This archive is only for educational purpose, if the content involved any copyright issue, please contact: Michelle Prieb: meprieb@bsu.edu
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