Overseas Healthcare Content Report
February 2013
Produced By The NHS Choices Reporting Team
CH.NHSChoices-Reporting@nhs.net
NHS Choices Policy Report
Overseas Healthcare Dashboard Page 1
Tag Cloud Showing Top Overseas Healthcare
Related Searches
Overall Choices Site Visits
30.0M
24.5M
25.0M
20.0M
13.8M
15.0M
10.0M
5.0M
0.0
Overseas Healthcare Page Visits
1,200,000
1,000,000
800,000
600,000
400,000
200,000
0
Overall Site Visits
Overseas Healthcare Page Visits
% of NHS Choices Traffic made up by Overseas Healthcare content
Feb-12
13.8M
579003
4.19%
Mar-12
14.6M
656465
4.49%
Apr-12
14.3M
709047
4.96%
May-12
15.9M
928723
5.85%
Jun-12
15.6M
1031293
6.61%
Jul-12
16.0M
1129441
7.05%
Aug-12
16.0M
1081335
6.77%
Sep-12
16.4M
793991
4.84%
Oct-12
19.8M
718432
3.64%
Nov-12
19.8M
632491
3.19%
Dec-12
19.3M
512036
2.65%
Jan-13
27.3M
924043
3.38%
Feb-13
24.5M
872978
3.56%
From February 2012 to February 2013 visits to content relating to overseas healthcare have increased by 51%. Visits were at their highest between the months of June to August, with peak visits of 1.1 million being recorded during July 2012. The summer months were also
when the percentage of NHS Choices traffic made up by overseas healthcare content was at its highest. At its highest, during July 2012, this percentage was 7%. The months with the highest number of visits to information relating to overseas health, correspond with the peak
holiday period, when most overseas holiday travel occurs.
The three main content areas responsible for overseas healthcare visits are ‘treatments and conditions’, ‘NHS England’ and ‘common health questions’. The NHS England area is home to ‘healthcare abroad’ content, which includes the popularly visited page about the
European Health Insurance Card (EHIC).
Visits to information about insect bites were the most popular overseas healthcare-related treatment and condition topic over the year period. Other well visited topics included malaria and travel immunisations.
The most watched overseas healthcare video between February 2012 and February 2013 was ‘deep vein thrombosis (DVT)’ which consistently had in excess of 1,000 starts per month. The most starts of the DVT video were recorded in January 2013 when they reached 1,864,
with starts in October and November 2012 and February 2013 not too far behind. Perhaps this suggests that this video is most popular when passengers are travelling further afield to reach the sunshine!
NHS Choices Policy Report
Overseas Healthcare Dashboard Page 2
Breakdown of Visitor Traffic to Overseas Healthcare Related Content
Websites Receiving Traffic From Overseas Healthcare Search Terms
CHQ
0.0%
Livewell
Stay Sure
0.4%
9.5%
Planner
3.3%
0.0%
0.0%
secure-online-application.com
Post Of fice
Services
Wikipedia Mobile - English
Tools
42.8%
Wikipedia
Treatments and Conditions
Compare the Market
Video
www.nhs-e111-ehic.org.uk
Carers Direct
InsureAndGo
News and Others
NHS Choices
43.5%
Campaign
MoneySupermarket.com
NHS England
0%
0.0%
Change4Life
0.0%
5%
10%
15%
% Of Traffic
0.0% 0.6%
Breakdown of Visitor Traffic to Overseas Healthcare Related Content by Month
=
Top Overseas Healthcare Search Terms
1.20M
cholera
1.0M
rabies
e111
800K
malaria
600K
ehic
400K
meningitis
travel
200K
holiday
0
Feb-12
Mar-12
Apr-12
May-12
Jun-12
Jul-12
Aug-12
Sep-12
Oct-12
Nov-12
Dec-12
Jan-13
CHQ
Livewell
Planner
Services
Tools
Treatments and Conditions
Video
Carers Direct
News and Others
Campaign
NHS England
Change4Life
Feb-13
european health insurance card
travel insurance
0%
10%
20%
% of Searches
30%
40%
NHS Choices Policy Report
Overseas Healthcare Dashboard Page 3
Change in Popular Search Terms Within The Overseas Healthcare Policy Area
Overseas Healthcare Search Terms Not Driving Traffic To NHS Choices
holiday
travel
polio
eea
gap year
e111
sunburn
ti cks
altitude sickness
ty phoid fever
japanese encephalitis
travel vaccinations
ehic
ehic application
hepatitis a
rabies
cholera
malaria
european health insurance card
travel insurance
eu directive
european economic area
tropical diseases
studying abroad
dengue
ticks
eea
gap year
travel
holiday
5.0%
4.0%
3.0%
2.0%
1.0%
0.0%
-1.0%
-2.0%
-3.0%
0.0%
2.0%
4.0%
6.0%
8.0%
% 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.