Search engine query data to track pharmaceutical utilization September 8, 2010

There is an interesting retrospective longitudinal study published in The American Journal of Managed Care by Schuster et al., Using search engine query data to track pharmaceutical utilization:

OBJECTIVE: To examine temporal and geographic associations between Google queries for health information and healthcare utilization benchmarks.

METHODS: Using Google Trends and Google Insights for Search data, the search terms Lipitor (atorvastatin calcium; Pfizer, Ann Arbor, MI) and simvastatin were evaluated for change over time and for association with Lipitor revenues.

RESULTS: Google queries for Lipitor significantly decreased from January 2004 through June 2009 and queries for simvastatin significantly increased (P <.001 for both), particularly after Lipitor came off patent (P <.001 for change in slope). The mean number of Google queries for Lipitor correlated (r = 0.98) with the percentage change in Lipitor global revenues from 2004 to 2008 (P <.001).

CONCLUSIONS: Specific search engine queries for medical information correlate with pharmaceutical revenue and with overall healthcare utilization in a community. This suggests that search query data can track community-wide characteristics in healthcare utilization and have the potential for informing payers and policy makers regarding trends in utilization.