Vaccines Content Report
April 2014
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 vaccines related searches
42.5M
50.0M
40.0M
30.0M
20.0M
27.9M
10.0M
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
Apr-13
27.9M
614575
2.20%
May-13
28.7M
471249
1.64%
Jun-13
28.9M
423756
1.47%
Jul-13
31.0M
433520
1.40%
Aug-13
30.0M
419526
1.40%
Sep-13
30.8M
626858
2.04%
Oct-13
36.5M
1077241
2.95%
Nov-13
35.2M
751216
2.13%
Dec-13
32.9M
482772
1.47%
Jan-14
42.9M
654739
1.53%
Feb-14
39.1M
529395
1.35%
Mar-14
44.6M
609314
1.37%
Apr-14
42.5M
542215
1.28%
Between April 2013 and April 2014 visits to pages relating to vaccinations on nhs.uk have seen an 11% decrease, with the percentage of NHS Choices traffic made up by visits to vaccinations content in April 2014 being 1.28%. This is down from 2.20% in April 2013.
In previous reporting periods, visits were boosted by the introduction of the whooping cough vaccine (October 2012) and the measles outbreak (April 2013). After the coverage of the measles outbreak had subsided, visits returned to a more stable level, remaining in the 400,000’s until
August 2013.
Visits began to spike in September and October 2013, when visits in September 2013 were 49% higher than those in August 2013. The main cause of the spike was visits to flu-vaccine related pages with live well ‘flu and the flu vaccine’ page seeing visits go up 543% between August –
September 2013 and up a further 433% between September – October 2013. Other flu pages to see significant rises between August – October 2013 included ‘flu myths’, ‘flu jab’ and ‘flu jab in pregnancy’. Visits in October 2013 were also helped by a noticeable rise in overall NHS Choices
traffic.
After the seasonal dip in December 2013, visits shot up in January 2014, which was thanks to overall NHS Choices visits rising 30%. Visits have fluctuated between February – April 2014, following the trend of overall NHS Choices traffic.
NHS Choices Policy Report
Vaccines Dashboard Page 2
Breakdown of Visitor Traffic to Vaccines Related Content
CHQ
0.2%
0.0%
Livewell
0.0%
0.0%
0.0%
0.0%
Planner
Websites Receiving Traffic from Vaccination Search Terms
0.0%
1.0%
8.7%
NetDoctor.co.uk
0.1%
Gov.uk
0.0%
0.2%
Services
Can cerHelp UK
Facebook
Tools
Meningitis Research Foundation
Treatments and Conditions
Centers for D isease Control and…
Video
Care and Support
Wikipedia Mobile - English
News and Others
Patient UK
Wikipedia
Campaign
NHS Choices
NHS England
89.8%
Change4Life
0%
10%
20%
Audio
30%
40%
% Of Traffic
Breakdown of Visitor Traffic to Vaccines Related Content by Month
Top Vaccination Search Terms
1.20M
tetanus
1.0M
mmr
800K
polio
hepatitis b
600K
flu
400K
hpv
200K
whooping cough
mumps
0
Apr-13
May-13
CHQ
Tools
News and Others
Audio
Jun-13
Jul-13
Aug-13
Sep-13
Livewell
Treatments and Conditions
Campaign
Oct-13
Nov-13
Planner
Video
NHS England
Dec-13
Jan-14
Feb-14
Services
Care and Support
Change4Life
Mar-14
Apr-14
measles
meningitis
0%
5%
10%
% of Searches
15%
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
vaccinations for vietnam
vaccinations for kenya
pcv
smallpox vaccine
vaccinations for dominican republic
vaccinations for china
polio vaccine
vaccine
injection
bcg
meningitis
meningitis b vaccine
immunisation
whooping cough
meningitis vaccine
polio
hep a vaccine
flu
rotavirus
rotavirus v accine
vaccinations for kenya
vaccinations for thailand
hib
how do vaccines work
measles
shingles v accine
hpv
whooping cough vaccine
0.0%
tetanus
mmr
-2%
-1%
0%
1%
2%
0.5%
1.0%
1.5%
2.0%
% 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 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.