User behavior on Google in the Pharmaceutical Sector

User behavior on Google in the Pharmaceutical Sector

By Eduardo López SEO Strategy Manager

In a digital context saturated with information, and with an increasingly limited attention span, the user of search engines such as Google demands brief and structured information when making a query.

It is for this reason that Google, as a technological giant, adapts its interface by means of various functionalities various functionalitiesThis way, we can offer information adjusted to the query made. These functionalities can be observed in different phases of the decision making process, depending on the type of queryDepending on the type of query, be it informational, navigational or transactional, the user will find different functionalities in Google.

What do some of these features look like and why does Google use them?

Google uses different functionalities in its interface to improve the user experience and provide information tailored to the query in any decision making process without the user having to click on a specific result, such as the short definitions of skin symptoms, these short definitions are extracted through Google IA Overviews.

Aa of the most outstanding features is Google AI Overviewsa functionality that indexes the results generated by Gemini, Artificial Intelligence software propio Google’s in the search resultswhere, in addition to finding highlighted information about the query, you can also can also be display the reference sources where the information is taken fromone more reason why that companies should pay attention to their generative digital footprint, i.e., to the the information found in artificial intelligence artificial intelligence tools on any entity (company, person or service).

Data source: Google USA
Date of data extraction: May 5, 2025

Depending on the type of consultation performed, y if this is more focused on acquiring a product, as for example a transactional consultation, you are likely to encounter Google Refine Products, an interface that converts searches into purchasing processes and offers a left side menu where we can refine the searches, selecting, for example, the product benefit.

Data source: Google USA
Date of data extraction: May 5, 2025

This intThis interface shows us other functionalities functionalities such as the fact that see available stockmake price comparisons price comparisons or consult the history of price historys during the last few months.

Data source: Google USA
Date of data extraction: May 5, 2025

The need to leverage multimedia content – Google Short Videos

In recent years there has been a boom in the consumption of consumption of content in the form of short videos in different multimedia on different multimedia platforms and Google has not been left behind with “Google Short Videos”a Google feature that allows the user to view short clips from platforms such as Instagram, TikTok or YouTube among others before an informative query.

The importance of being a reference source in the pharmaceutical sector

The pharmaceutical sector has become increasingly relevant on the Internet due to the increase in users’ search for medical information. Today, patients, healthcare professionals and consumers are turning to search engines and artificial intelligence tools to learn about symptoms, treatments and medications.

When a user is looking for medical information it is of vital importance to be the source of reference and to offer reliable informationIn other words, first-hand information in accordance with the different regulations defined by governmental institutions such as the FDA (Food and Drug Administration) in the United States or COFEPRIS in Mexico.

How to adapt digital strategies in the face of numerous updates?

• Reputational management: while we have talked about the generative digital footprint at the business level, companies must attend to the reputational generative digital footprintIn other words, consult how reliable they are for artificial intelligence tools.

• Strengthening the generative digital footprint: artificial intelligence tools and Google AI Overviews are transforming the way users search for and consume information.

• GEO (Generative Engine Optimization) of product cards: Generative AI is impacting the way users discover and evaluate products.

• Short Videos While traditional SEO was focused on web positioning, the digital context forces us to address the digital ecosystem, i.e. multimedia content platforms and other channels such as UGC platforms.

• Measuring results: Assessing aspects such as brand awareness through a tool map will give visibility to evaluate performance in this new digital landscape.

Data source: Google USA
Date of data extraction: May 5, 2025

As we have seen in the examples of this articlethis articleGoogle takes into account the new ways in which new ways in which users are searching and searching for information.through voice searches, use of devices móvileismore elabor through artificial intelligencein this context technological, the companies shouldn adapt to these changes y capture new search engine positioning opportunities.