Vaccinations Content Report
April 2013
Produced By The NHS Choices Reporting Team
CH.NHSChoices-Reporting@nhs.net
NHS Choices Policy Report
Vaccines Dashboard Page 1
Tag Cloud Showing Top Vaccination
Related Searches
Overall Choices Site Visits
27.9M
30.0M
25.0M
20.0M
15.0M
14.3M
10.0M
5.0M
0.0
Vaccines Page Visits
800,000
700,000
600,000
500,000
400,000
300,000
200,000
100,000
0
Overall Site Visits
Vaccines Page Visits
% of NHS Choices Traffic made up by Vaccines content
Apr-12
14.3M
257476
1.80%
May-12
15.9M
291088
1.83%
Jun-12
15.6M
272503
1.75%
Jul-12
16.0M
278015
1.73%
Aug-12
16.0M
270579
1.69%
Sep-12
16.4M
403296
2.46%
Oct-12
19.8M
671358
3.40%
Nov-12
19.8M
586920
2.96%
Dec-12
19.3M
383177
1.99%
Jan-13
27.3M
550245
2.01%
Feb-13
24.5M
428578
1.75%
Mar-13
27.2M
362217
1.33%
Apr-13
27.9M
614575
2.20%
Between April 2012 and April 2013 visits to vaccination-related content increased by 139%, with peak visits being recorded in October 2012 when they reached 671,358.
In September 2012 visits rose 49% from the previous month. This coincided with the launch of the 'whooping cough vaccination in pregnancy' page which was in response to the announcement that pregnant women in the later stages of pregnancy should be vaccinated against whooping
cough. Visits remained elevated until November 2012, when news about the whooping cough outbreak began to lessen.
The recent measles outbreak has impacted visits to vaccination content, as many have been visiting the MMR (measles, mumps and rubella) vaccine page. In April 2013, vaccination-related visits were 70% higher than those recorded in March, with visits to the MMR vaccine page seeing a
dramatic increase over the same period.
The noteworthy increases in visits seen between September – November 2012 and again in April 2013, are also backed up with significant changes in the percentage of NHS Choices traffic made up by vaccination-related content. This is in contrast to the January spike, which can probably
be accounted for by the increase in overall site visits in the New Year.
NHS Choices Policy Report
Vaccines Dashboard Page 2
Breakdown of Visitor Traffic to Vaccines Related Content
CHQ
0.3%
0.0%
0.0%
0.0%
0.0%
0.0% 1.1%
7.0%
Livewell
Planner
Websites Receiving Traffic from Vaccination Search Terms
0.6%
BBC News
0.0%
NetDoctor.co.uk
0.7%
Daily Mail
Services
The Meningitis Tru st
Tools
Patient UK
Treatments and Conditions
Centers for D isease Control and…
Video
m.meningitis- trust.org
Carers Direct
Wikipedia Mobile - English
News and Others
Wikipedia
Campaign
NHS Choices
90.3%
NHS England
0%
10%
Change4Life
20%
30%
10%
15%
% Of Traffic
Breakdown of Visitor Traffic to Vaccines Related Content by Month
=
Top Vaccination Search Terms
800K
bcg
700K
vaccinations
600K
whooping cough vaccine
500K
measles vaccine
400K
bcg vaccine
300K
hpv
200K
flu
100K
mmr
0
Apr-12
May-12
Jun-12
Jul-12
Aug-12
Sep-12
Oct-12
Nov-12
Dec-12
Jan-13
Feb-13
Mar-13
CHQ
Livewell
Planner
Services
Tools
Treatments and Conditions
Video
Carers Direct
News and Others
Campaign
NHS England
Change4Life
Apr-13
mmr vaccine
meningitis
0%
5%
% of Searches
NHS Choices Policy Report
Vaccines Dashboard Page 3
Change in Popular Search Terms Within the Vaccination Policy Area
Vaccination Search Terms Not Driving Traffic to NHS Choices
hepatitis a vaccine
booster
baby jabs london
do i need vaccinations for egypt
single mumps vaccine availability
vaccine
vaccinations for egypt
vaccinations for thailand
hib
vaccinations for mexico
injection
mmr vaccine and autism
vaccinations
malaria vaccine
mmr vaccine side effects
yellow fever vaccination
hpv vaccine
hpv
meningitis
flu
rubella vaccine
mmr vaccine schedule
mmr jab side effects
whooping cough vaccine
mmr vaccine and autism
mmr jab
bcg vaccine
measles vacci ne
0.0%
mmr
mmr vaccine
-10%
-5%
0%
5%
10%
0.2%
0.4%
0.6%
0.8%
1.0%
% 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 10 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.