Health Care Providers/​Companies to Target the 65% of Consumers Using Voice Search


From smartphones to smart speakers, consumers are searching with their voices. What exactly they are searching for when it comes to health care-​related topics is explored in a new study from the market research team at Zion & Zion, a top-​ranked, full-​service national marketing agency.

The findings of the report have numerous implications for the healthcare industry, including:

  • 24% of consumers have searched for health care information by speaking a question into their voice-​enabled devices, such as Amazon Echo, Google Home, or phones equipped with Siri or Google Assistant.
  • The most popular health care voice queries are those pertaining to symptoms or treatments of an ailment, disease, or other health condition, posed by 65% of consumers who have used their voice to ask a question of their voice-​enabled devices. 32% have used their voice to search for a doctor or specialist.
  • The top reasons for not using voice-​enabled devices to search for health care information are not having a need to do so (28%) and those who would rather type their question into a browser (26%).

Health care isn't the only topic Voice-​Activated Assistant Users are searching for. According to AudienceSCAN, 74.5% of this audience has used a search engine to research various products and services they were considering for purchase within the last month. Their preferred search engine is Google (favored by 91.3%), but only 21% will go past the first page of results.

This study, conducted by the Zion & Zion market research team, was based on a nationwide survey of 1,049 consumers (ages 18 and older) investigating how consumers are using voice-​enabled devices to search for health care information. Authors of the study are Aric Zion, MS; Fred Petrovsky, MFA; and Thomas Hollmann, MBA, PhD.

Health care providers/​companies can advertise to Voice-​Activated Assistant Users a number of ways. According to AudienceSCAN, 62.2% of this consumer group took action after receiving an email ad and 55.6% were driven to action by text message or advertisements on mobile phone apps last year. They're also 34% more likely than other adults to click on text link ads on websites. Also, last year, 72.3% took action after seeing a TV commercial.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. Media companies and agencies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.

Rachel Cagle

Rachel Cagle

Rachel is a Research Analyst, specializing in audience intelligence, at SalesFuel. She also helps to maintain the major accounts and co-​op intelligence databases. As the holder of a Bachelors degree in English from The Ohio State University, Rachel helps the rest of the SalesFuel team with their writing needs.