Modelling online user behavior for medical knowledge learning

Purpose: Internet technology allows millions of people to find high quality medical resources online, with the result that personal healthcare and medical services have become one of the fastest growing markets in China. Data relating to healthcare search behavior may provide insights that could lead to better provision of healthcare services. However, discrepancies often arise between terminologies derived from professional medical domain knowledge and the more colloquial terms that users adopt when searching for information about ailments. This can make it difficult to match healthcare queries with doctors’ keywords in online medical searches. The paper aims to discuss these issues. Design/methodology/approach: To help address this problem, the authors propose a transfer learning using latent factor graph (TLLFG), which can learn the descriptions of ailments used in internet searches and match them to the most appropriate formal medical keywords. Findings: Experiments show that the TLLFG outperforms competing algorithms in incorporating both medical domain knowledge and patient-doctor Q&A data from online services into a unified latent layer capable of bridging the gap between lay enquiries and professionally expressed information sources, and make more accurate analysis of online users’ symptom descriptions. The authors conclude with a brief discussion of some of the ways in which the model may support online applications and connect offline medical services. Practical implications: The authors used an online medical searching application to verify the proposed model. The model can bridge users’ long-tailed description with doctors’ formal medical keywords. Online experiments show that TLLFG can significantly improve the searching experience of both users and medical service providers compared with traditional machine learning methods. The research provides a helpful example of the use of domain knowledge to optimize searching or recommendation experiences. Originality/value: The authors use transfer learning to map online users’ long-tail queries onto medical domain knowledge, significantly improving the relevance of queries and keywords in a search system reliant on sponsored links.