Social Media "Likes" Healthcare: From Marketing To Social Business (Report) - Pwc Health Research Institute Page 26
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40Tune up internal collabora-
“There is this shift from hoarding
Consider the privacy, security
tion processes to meet
knowledge to sharing what you
and other regulatory risks
external demands
know as a way to both help others
and build your personal brand
Privacy and security are top consumer
Health companies are responding to
as an employee,” said Dee Anna
concerns when sharing their health
employees’ needs to collaborate and
McPherson, Yammer’s vice presi-
information through social media.
connect through internal (enterprise)
dent of marketing. “This knowledge
Consumers are most concerned with
social media as well. Several organiza-
can be used to enhance things like
personal health information being
tions interviewed are using internal
product development, customer
shared in public (63%) and informa-
collaboration tools to connect on
service, or on-boarding.” Several
tion on social media being hacked or
personal interests and work-related
interviewees said that personal
leaked (57%). (See Figure 14.)
issues. For example, Mercy is using
interest forums have led to work-
one such tool called Yammer to
related communications such as
encourage and study collaboration
collaboration drills on handling
for a medical home pilot.
customer service inquiries that
require input from several depart-
Enterprise social network services are
ments within an organization.
changing organizational culture and
(See Case study 3 for more informa-
increasing employee engagement.
tion on enterprise social media use.)
Figure 14: Consumer concerns of sharing health information through social media
Personal health
Information
Making a
Health
None of these
Other
information
being hacked
decision based
insurance
being shared
or leaked
on incorrect
coverage being
in public
information
impacted due
to information
shared
63%
57%
52%
41%
20%
2%
n = 1,060
Source: PwC HRI Social Media Consumer Survey, 2012
24
PwC Health Research Institute
| Social media “likes” healthcare
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