P&G to market its Vicks Behind Ear Thermometer in the most flu-prone regions in the U.S. based on data from Google

Michelle Rivera

LOS ANGELES , December 28, 2011 (Industry Intelligence) – Procter & Gamble (P&G) will market its Vicks Behind Ear Thermometer in the most flu-prone regions in the U.S. based on data from Google, the Wall Street Cheat Sheet reported on Dec. 28.

Google created a database that reveals the most flu-prone areas in the U.S. based on web search data from 2003 to 2008. Google also created a predictive model for estimating regional flu activity. The model, “Google Flu Trends” can predict regional flu activity within a day, which is one to two weeks faster than the C.D.C. reports.

P&G will use the Google data to target flu patients’ mothers in flu-prone areas, as well as mothers living in close proximity to Walmart and Target stores.

The primary source of this article is the Wall Street Cheat Sheet, New York, New York, on Dec. 28, 2011.

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