HealthContentAdvisors

Google Health’s Unfinished Content Strategy

• Posted June 2nd 2008
• by Janice

 One thinks of search when one thinks of Google.  Since the early version of Google Health that was just released in Beta is focused not on search or content but on  interoperability and security for its personal health records (PHR) platform, it is difficult to quickly size up the opportunities. There are a few content companies among the early partnerships, including HealthGrades, Praxeon, and ADAM.  HealthGrades and ADAM are integrated into the main Google Health page, and Praxeon is a services partner that offers personalized content based on a user’s profile via its MyDailyApple service. 

The prime benefits for content partners appear to be the association with Google and visibility in the list of member services for Google Health.  As pointed out in our earlier entry, a user has to choose to sign up with your service and take added steps to register.  Unless the user takes these steps, the only benefit a member services partner receives is brand recognition for being listed among the other services that have been approved to be included in Google Health. Granted, being associated with Google is not a minor benefit (see Dr. Bob Wachter’s paeon to Google and Google Health, in which he states that companies like Walgreens “can’t put a monetary value on the “cool” value of teaming up with Google“). 

On the other hand, if users register for your service via Google Health, you receive  leads that can be upsold to your direct services, either advertising, paid subscriptions or some other revenue model.

Note that it takes work to become a Google Health partner.  Mount Tabor Online Services, a specialized IT services firm, has found a niche in helping potential partner companies navigate the technical hurdles and other issues related to becoming an approved member services partner.  In their own words, “Mount Tabor can help with secure hosting, technical support for functions involving data normalization and data exchange, and strategic guidance related to application development, integration, deployment and operation“.

It will also take patience to wait for a return on investment.  The adoption cycle for PHRs is likely to be slow and the value of a PHR is largely dependent on the adoption of electronic medical records by provider organizations.

Given these hurdles for participating and the limited returns, I find it puzzling that Google only allowed a limited number of member services partners to distribute press releases promoting their partnership.  Among them, none were content partners.  At this stage, it appears that Google may not have a content strategy for Google Health because they are so focused on developing their platform for exchanging information.  There are inklings of how users will be guided to more in-depth information (links on right-hand column display related results from Google News, Google Scholar, and Google Groups), but the existing content elements of Google Health look like a placeholder for a more developed content strategy to come.