Social Media "Likes" Healthcare: From Marketing To Social Business (Report) - Pwc Health Research Institute Page 24
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40Figure 13: A week in the life of social health
Over one week in February 2012, PwC’s Health Research
there were lower overall membership counts among the
Institute tracked the social media activity of healthcare
healthcare companies than communities, on average
companies (providers, insurers, pharma companies)
more than 100 new members engaged with each company
and online consumer communities to create a “week in
throughout the week. Further, the interactions that did
the life of social health” snapshot. The communities had
take place were high-quality touchpoints between organi-
the largest membership and interaction — by both the
zations and consumers, where they shared an educational
community moderators and the consumer members.
resource or resolved a customer service issue. Despite
Community sites had 24 times more social media activity
concerns by industry leaders that social media triggers
on average than any of the health industry companies —
negative conversation, more than 80% of interactions
a single post in a community could generate several
were neutral and only 5% were negative.
hundred comments. Communities remained active on
the weekends and were mostly driven by their consumer
members; whereas, provider, pharmaceutical, and insurer
groups had minimal activity on the weekends. Although
24x
Community sites had 24 times more social
media activity on average than any of the
health industry companies.
5%
Despite concerns that social media will solicit negative
conversations, the majority of mentions across all organization
types were neutral and only 5% were negative.
Average new likes, followers and views per organization
Sentiment analysis*
Likes
Followers
Views
Positive
Neutral
Negative
Provider
110
267
3,327
72
305
18
Pharma
148
109
17,119
110
681
50
Insurers
103
12
120
67
416
16
Communities
711
158
53,822
*Average sentiment in social media mentions per organization
Source: HRI Week in the Life Of Analysis, 2012
22
PwC Health Research Institute
| Social media “likes” healthcare
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