Global Cleft Lip and Palate Outreach: A Google Trends Analysis

Abstract

Understanding patient awareness of cleft lip and/or palate (CL/P) and evaluating demand for necessary procedures may serve to better target future efforts in global outreach. We utilized internet search query data from Google Trends for the terms: “cleft lip,” “cleft palate,” “cleft lip and palate,” “cleft surgery,” and “cleft repair” from January 2004 to January 2021. Relative search volumes (RSV) recorded for the top 5 highest displaying countries and top 3 available regions within those countries were compared against global outreach by Operation Smile and Smile Train, as measured by the number of patients treated. World Health Organization (WHO) indicators were used to validate the RSV values for each country and better understand the current infrastructure and need for cleft care in those countries. Globally, there was an increase in RSV for the terms “cleft lip,” “cleft palate,” “cleft repair,” and “cleft surgery” between 2004 and 2021. For “cleft lip,” the countries with the highest displaying RSVs included: Ghana (100%), Zimbabwe (97%), Nepal (78%), the Philippines (64%), and Kenya (52%). Countries with high RSVs and moderate to high WHO indicators included Ghana, Kenya, India, Nigeria, and Zimbabwe. Countries with high RSVs and poor WHO indicators included Nepal and Pakistan. Some countries had specific regions with high search demand that are not currently targeted for global outreach. Using Google Trends’ data may help find more feasible locations and targeted care for efforts in global outreach with better patient awareness and turnout where demand for CL/P is increasing.

Evaluation of Global Cleft Care Initiatives Among the Top Searched Low- and Middle-Income Countries

“…Eight target countries, as identified as having a high demand for CL/P care from a prior study using Google search trends data, were chosen as the focus of this study. 15 Our results revealed organizations providing cleft support fell into 3 categories: local NGOs with a strong web presence, local NGOs without a strong web presence, and international organizations (Table 1). Countries with little to no independently operating local organizations included Nepal, Kenya, and Zimbabwe.…”

“…Eight target countries, as identified as having a high demand for CL/P care from a prior study using Google search trends data, were chosen as the focus of this study. 15…”

“…The scope of this study focused on countries with the highest Internet search demand for CL/P previously identified by the authors. 15 Google search trends data from January 2004 to January 2021 were utilized for the terms: “cleft lip”, “cleft palate”, “cleft lip and palate,” “cleft surgery”, and “cleft repair”. Based on those preliminary findings from Weissman et al, countries included for the scope of this study were Ghana, Philippines, Nepal, Kenya, Pakistan, India, Nigeria, and Zimbabwe.…”

“…Based on those preliminary findings from Weissman et al, countries included for the scope of this study were Ghana, Philippines, Nepal, Kenya, Pakistan, India, Nigeria, and Zimbabwe. 15 Relying on relative search values (RSV) as units for Google search data, the previous study established the aforementioned countries as those with the greatest relative demand for cleft care.…”

“…Preliminary work by the authors utilizing Google search trends data determined the top eight international countries with the highest patient demand for CL/P. 15 Therefore, the purpose of this study is to analyze the presence and extent of work of local and targeted international NGOs in those LMICs that have the highest demand for CL/P care. Understanding the regional support in the context of countries with a high demand for cleft care will help inform and replicate models of success.…”