Vaccines Content Report
October 2013
Produced By The NHS Choices Reporting Team
CH.NHSChoices-Reporting@nhs.net
NHS Choices Policy Report
Vaccines Dashboard Page 1
Overall Choices Site Visits
Tag cloud showing top vaccines related searches
30.0M
35.0M
30.0M
25.0M
16.0M
20.0M
15.0M
10.0M
5.0M
0.0
Vaccines Page Visits
1,200,000
1,000,000
800,000
600,000
400,000
200,000
0
Overall Site Visits
Vaccines Page Visits
% of NHS Choices Traffic made up by Vaccines content
Oct-12
16.0M
671358
4.20%
Nov-12
16.4M
586920
3.58%
Dec-12
19.8M
383177
1.94%
Jan-13
19.8M
550245
2.78%
Feb-13
19.3M
428578
2.22%
Mar-13
27.3M
362217
1.33%
Apr-13
24.5M
614575
2.51%
May-13
27.2M
471249
1.73%
Jun-13
27.9M
423756
1.52%
Jul-13
28.7M
433520
1.51%
Aug-13
28.9M
419526
1.45%
Sep-13
31.0M
626858
2.02%
Oct-13
30.0M
1077241
3.59%
Between October 2012 and October 2013, visits to vaccination-related content have seen a 60% increase, with visits to vaccination pages accounting for 3.59% of all NHS Choices visits in October 2013.
During April 2013, visits rose by 70% compared to the previous month. The cause was a dramatic rise in visits to MMR (measles, mumps and rubella) content in response to the measles outbreak, which occurred in Spring 2013. From March – April 2013, visits to the MMR page rose 364%.
Following the spike caused by the measles outbreak, visits averaged at 437,013 between May – August 2013. Visits then spiked again during September, with visits reaching 626,858, which was 49% more than the previous month. During September, visits related to the HPV (human
papilloma virus) vaccine were up by over 100% compared to the previous month. This, along with over 17,000 visits to information about the shingles vaccine, which became from the 1st September 2013, contributed to the September rise.
During October 2013 visits rose dramatically again, with a reporting period peak of 1,077,241 being recorded. This was 72% higher than visits during September 2013. A number of vaccination pages saw significant increases in visits during the month, which all contributed to the rise, these
included a 220% rise in visits to the whooping cough vaccine page, a 520% increase in visits to the MMR page and a 195% rise in traffic to the flu and the flu vaccine page.
NHS Choices Policy Report
Vaccines Dashboard Page 2
Breakdown of Visitor Traffic to Vaccines Related Content
CHQ
0.2% 0.0%
Livewell
0.0% 0.3%
0.0%
Websites Receiving Traffic from Vaccination Search Terms
0.0% 3.5%
12.6%
Meningitis Research Foundation
TripAdvisor UK
Planner
0.1%
Services
0.0%
0.1%
Tools
Treatments and Conditions
MedicineNet
NetDoctor.co.uk
Patient UK
Boots WebMD
Video
Centers for D isease Control and…
Care and Support
Wikipedia Mobile - English
News and Others
Wikipedia
Campaign
NHS Choices
83.2%
NHS England
0%
10%
Change4Life
20%
30%
40%
% Of Traffic
Breakdown of Visitor Traffic to Vaccines Related Content by Month
Top Vaccination Search Terms
1.20M
hepatitis b
1.0M
shingles v accine
800K
whooping cough
mumps
600K
hpv
400K
flu
200K
measles
flu jab side effects
0
Oct-12
Nov-12
Dec-12
Jan-13
Feb-13
Mar-13
Apr-13
May-13
Jun-13
Jul-13
Aug-13
Sep-13
CHQ
Livewell
Planner
Services
Tools
Treatments and Conditions
Video
Care and Support
News and Others
Campaign
NHS England
Change4Life
Oct-13
flu jab
meningitis
0%
2%
4%
6%
% of Searches
8%
10%
NHS Choices Policy Report
Vaccines Dashboard Page 3
Vaccination Search Terms Not Driving Traffic to NHS Choices
Change in Popular Search Terms Within the Vaccination Policy Area
jab
injection
vaccinations for thailand
vaccination
what is a vaccination
vaccine
hib
flu jab pregnancy
inoculation
malaria vaccine
hpv vaccine
hepatitis b
hpv
measles
bcg vaccine
polio
whooping cough
whooping cough vaccine
mumps
meningitis
flu vaccination
shingles v accine
flu jabs
side effects of flu jab
malaria vaccine
flu vaccine
flu vaccine side effects
flu
0.0%
flu jab
flu jab side effects
-4%
-2%
0%
2%
4%
6%
0.5%
1.0%
1.5%
% Of Searches
% Change
The above chart shows the search terms within the portfolio with the highest % change of search term clicks (against the total
search term clicks in the portfolio) between the two 4 week reporting periods.
The above chart shows the top search terms (within the portfolio) that NHS Choices received no search term clicks from (all the
traffic went elsewhere), the terms are ranked by the clicks for that particular term as a % of the total search term clicks in the
portfolio. It can be used as an indication of potential traffic that could have been generated.