NHS Choices Policy Report
Respiratory Dashboard Page 1
42.9M 50.0M
40.0M
30.0M
20.0M
10.0M
27.3M
0.0
1,600,000
1,400,000
1,200,000
1,000,000
800,000
600,000
400,000
200,000
0
Overall Site Visits
Respiratory Page Visits
% of NHS Choices Traffic made up by Respiratory content
Jan-13
27.3M
1167990
4.28%
Feb-13
24.5M
982792
4.01%
Mar-13
27.2M
1029441
3.79%
Apr-13
27.9M
885593
3.17%
May-13
28.7M
767262
2.68%
Jun-13
28.9M
662703
2.30%
Jul-13
31.0M
629690
2.03%
Aug-13
30.0M
574768
1.91%
Sep-13
30.8M
809688
2.63%
Oct-13
36.5M
1281429
3.51%
Nov-13
35.2M
1275519
3.62%
Dec-13
32.9M
1355742
4.11%
Jan-14
42.9M
1451213
3.38%
Visits to respiratory content accounted for 3.38% of the record breaking 42.9million visits in January 2014. During 2013 the % of traffic made up by respiratory content fluctuated between 4.28% (Jan 13) and 1.91% (Aug 13) averaging at 3.17% meaning that January 2014 was slightly above the average for the previous year. Health A-Z was the primary area of the site where people were viewing respiratory content with 91.9% of the 1.45million visits - this compared to overall site where Health A-Z visits represent 56% of the total traffic. Key topics within this section include chest infection amongst adults (19%), pneumonia (14%), COPD (10%), cough (10%) and asthma (10%) meaning that the top 5 respiratory conditions equated to 63% of the total visits to this area.
Choices remains the most popular website for people searching for respiratory content online with 34.8% of search term clicks in January, this is 20% more than the 2nd most popular website Wikipedia. Pneumonia was the most popular search term from a portfolio of 100s of search terms relating to the topic with 17.9% of all search term clicks, bronchitis was the second most popular with 10.3% of search term click - surprisingly this was only the 6th most popular condition within respiratory Health
A-Z. Within this search term portfolio there are some terms which drive no traffic to Choices at all, 'respiratory system' being the most prominent, this search term has also seen a marked increase in its usage during January, up 4% on December 2013.
Starts of respiratory related videos saw a 25% increase in January to over 11,000, the highest number of monthly starts since March 2013 and taking the total over the last 12 months past the 120,000 mark. Asthma and Coughs videos were the most popular in January accounting for 49% of the total starts. Visits to the Asthma self-assessment tool also rose by 16% in the reporting month to 3,150, the highest number of visits to this page in the last 12 months.

Breakdown of Visitor Traffic to Respiratory Related Content
CHQ
Livewell
Planner
Services
Tools
Treatments and Conditions
Video
Care and Support
News and Others
Campaign
NHS England
Change4Life
Audio
0.8%
0.3%
91.9%
6.8%
0.2%
NHS Choices Policy Report
Respiratory Dashboard Page 2
Websites Receiving Traffic from Respiratory Search Terms
Web MD
Boots WebMD
The Frankli n Institute Science Museum
Nati onal Asthma C ampaign
YouTube
Facebook
Wikipedia Mobile - English
Patient UK
Wikipedia
NHS Choices
0% 10% 20%
% Of Traffic
30%
Breakdown of Visitor Traffic to Respiratory Related Content by Month
1.60M
1.40M
1.20M
1.0M
800K
600K
400K
200K
0
Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13
CHQ
Tools
News and Others
Audio
Livewell
Treatments and Conditions
Campaign
Jul-13 Aug-13
Planner
Video
NHS England
Sep-13 Oct-13 Nov-13
Services
Dec-13
Care and Support
Change4Life
Jan-14
Top Respiratory Search Terms cough cold flu croup whooping cough chest infection asthma resp iratory system bronchitis pneumonia
0% 5% 10%
% of Searches
15%
40%
20%

NHS Choices Policy Report
Respiratory Dashboard Page 3
Change in Popular Search Terms Within the Respiratory Policy Area resp iratory tract inf ection upper respiratory tract infection normal respiratory rate for children rti inhal er common cold croup chest infection bronchioli tis bronchitis legionnai res disease bronchi cough flu influenza sleep apnoea cold whooping cough pneumonia resp iratory system
% 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.
Respiratory Search Terms Not Driving Traffic to NHS Choices
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.