Cyberchondriacs, the (AI) Doctor Will See You Now

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How many times have you had a suspect rash or a tickly throat, but, put off by the palaver of arranging a doctor's appointment, thought 'nah, I'll Google it instead?' And then promptly fallen down an internet wormhole of cod medical advice, every click confirming your imminent demise?

Turns out you're not alone, with new researching suggesting that 1 in 20 online searches are health-related, as time-poor consumers turn to online self diagnosis over queues at the GP.

These growing numbers of 'cyberchondriacs' are being targeted in a new DOOH campaign from Ogilvy & Mather London, which pokes fun at the phenomenon via a series of hyperbolic responses to questions that are regularly asked by internet users.

Featuring screengrabs of searches such as 'Hangover? Did you mean liver failure?', the humorous posters are part of a wider integrated campaign to promote babylon, a new healthcare app created by doctors, data scientists and engineers which aims to provide trusted medical advice around the clock as a safer alternative to self-diagnosis. App users can answer questions about their symptoms for fast, accurate advice or talk to a doctor or therapist via video through the app as well as order tests, prescriptions and medication for delivery.

With the digital billboards rolling out across London this week, we wonder how many people will be inspired to ask a doctor, and not the internet, next time they get a case of the seasonal snuffles...