Industry Opportunity Report

Health & Wellness

Owned asset optimization (OAO) represents a significant business opportunity for health and wellness brands to connect with consumers as they perform research and seek solutions.

Who is winning in your industry?

Terakeet’s market insight technology analyzes the organic search landscape to reveal which brands are winning consumer attention. Discover the winners in the health and wellness industry and how they achieve success.

Health & Wellness

Market Segment:

Health Insurance

For individuals and families, deciding on a health insurance plan requires high consideration and understanding. Brands need to engage with people about the challenges they face to build a foundation of trust.

  • Healthcare.gov leads all other insurance providers with more than 20% of total market share.
  • The market share leaders have more than 5x the next leading competitor.
  • Top market share winners publish a variety of resources on their owned assets.

Telehealth

Embracing telehealth services requires consideration and trust from patients. Telehealth providers need to foster connections, and engage with patients about the challenges they face to build trust.

  • The market share leader is a content publisher.
  • The top market share leaders all share helpful, top-of-funnel content on their owned assets.
  • The telehealth market segment represents millions of monthly opportunities to connect with patients.

Mental Health Support

Millions of individuals struggle with mental health, and many turn to Google for understanding and support. Mental healthcare providers must lead with educational support to engage with individuals as they seek solutions.

  • The market share leader publishes content related to symptoms, diagnosis, and treatment.
  • The top five market share leaders are healthcare institutions and government websites.
  • This segment represents millions of monthly opportunities to connect with individuals.

Breast Cancer Care

Individuals rely on search engines to make informed decisions about their health. It’s crucial for cancer support networks and healthcare providers to proactively create resources for those navigating this challenging journey.

  • The American Cancer Society leads all other websites, providing a variety of content resources.
  • This segment represents more than 1.8 million monthly breast-cancer related searches.

Lung Cancer Care

Individuals rely on Google to make informed decisions about their health. It’s crucial for cancer support networks and healthcare providers to proactively create resources for those navigating this challenging journey.

  • The top two market share leaders are hospital systems that share resources on their websites.
  • Three of the six market leaders are content publishers.
  • This segment represents more than 2.2 million monthly lung-cancer-related searches.

Prostate Cancer Care

Individuals rely on Google to make informed decisions about their health. It’s crucial for cancer support networks and healthcare providers to proactively create resources for those navigating this challenging journey.

  • The top two market share leaders are hospital systems that share resources on their websites.
  • This segment represents more than 1.8 million monthly prostate-cancer-related searches.

Colon Cancer Care

Individuals rely on Google to make informed decisions about their health. It’s crucial for cancer support networks and healthcare providers to proactively create resources for those navigating this challenging journey.

  • The top two market share leaders are hospital systems that share resources on their websites.
  • Five of the top ten market leaders are hospital systems.
  • This segment represents more than 2.5 million monthly colon-cancer-related searches.

Diabetes Care

Individuals rely on Google to make informed decisions about their health. It’s crucial for diabetes support networks and healthcare providers to proactively create resources for those navigating their options.

  • The top market share leader is a hospital system that publishes content resources on its websites.
  • This segment represents more than 6.2 million monthly diabetes-related searches.
  • The top five market leaders control more than 52% of total market share.

Arthritis Care

Individuals struggling with arthritis rely on Google to make informed decisions about their health. It’s crucial for support networks and healthcare providers to proactively create resources for those navigating their options.

  • The market share leader is a hospital system that publishes content resources on its websites.
  • This segment represents more than 2.7 million monthly arthritis-related searches.
  • The top five market leaders control more than 50% of total market share.

Don’t be
Outperformed

In each segment, a small percentage of brands control a majority of the market share—meaning leaders win outsized consumer attention.

Win Consumer
Attention

In most segments, hospital systems with robust content hubs control a significant amount of market share.

Diversify
Content

Leaders in the health and wellness space publish multimedia content to connect with individuals as they search for resources.

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Our Approach

Consumers are searching for answers

When patients and families experience illness or discomfort, they often seek solutions online. Before they decide on next steps, they turn to search engines to learn about their options. That’s why we use consumer search data to inform and differentiate our approach.

We use proprietary technology to understand what your customers are looking for in real time, allowing brands to create targeted content assets that provide real solutions to real problems.

Consumers are searching for answers Icon

Show up when it matters

Many health and wellness providers lack the valuable content resources consumers are looking for. Establishing trust through a brand’s owned assets is crucial in today’s competitive market. This upstream connection to the audience leads to brand affinity, loyalty, and repeat business.

OAO | Affinity Loyalty Sales
Terakeet Leadership

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