Insights On Public Health From Google Search Queries

As early as 2003, Eysenbach studied whether search behavior changed before the SARS outbreak; however, at that time “… it did not seem to be sensitive enough in the case of SARS” [Eysenbach]. Later work by Eysenbach and Ginsberg showed that Internet searches in fact preceded doctors’ visits to sentinel physicians, indicating that people first consult the Internet before consulting a clinician. A number of studies have replicated findings from the Eysenbach study on the relationship between Internet search behavior and Influenza incidence [Ginsberg, Polgreen, and Hulth]. A seminal paper published by Cooper and colleagues explored the relationship between search behavior for cancer (information demand), cancer incidence, cancer mortality, and news coverage (information supply). Internet search queries are provided; while insuring the protection of users’ privacy, through an open service designed by Google™. Google Insights for Search (or GI4S) provides users with Internet search information over time (seasonality) available for large geographical distribution (in the US, information is also available at the metro level). We are currently working with various public health professionals and agencies in the US to explore the utility of the information provided by GI4S for public health event detection and response. At the time of the conference we hope to present validated signals (e.g., using confirmed diagnosis or laboratory) extracted from this collaborative effort.