Social Media "Likes" Healthcare: From Marketing To Social Business (Report) - Pwc Health Research Institute Page 8
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40Social media information is influ‑
Initiative (eHI), a national association
therapeutics they’ve developed. But
encing decisions to seek care. For
of health information and health tech-
who has a full view of the individual?
example, 45% of consumers said infor-
nology companies, reported that their
Completing the patient profile is the
mation found via social media would
social media efforts were decentral-
likely next step in moving toward
affect their decisions to seek a second
ized and managed by their marketing
higher-quality outcomes-based care,
opinion. More than 40% of respon-
and communications departments. IT
although the prospect raises concerns
dents reported that information found
departments and digital teams were
about privacy protection and who
via social media would affect the way
also identified as owning social media.
owns and controls the information.
they coped with a chronic condition or
Organizations that are strategic about
Life activities and behaviors that indi-
their approach to diet and exercise.
their use of social sites have differenti-
viduals report in social networks open
ated between social media and social
up a new view of patient health.
business. Social media was defined as
How organizations are
the external-facing component that
What this means for
using social media
gives and receives customer input,
the health industry
Social media activity by industry
and social business was defined as
organizations is dwarfed by
Business strategies that include social
the place where core operations,
consumer activity. Although eight
media can help health industry compa-
like customer service, data analytics,
in 10 companies evaluated by HRI
nies to take a more active, engaged
and product development, could
have some presence on various social
role in managing individuals’ health.
use social data.
media sites, the volume of activity for
Social marketing can evolve into social
companies is in the hundreds versus
business with the right leadership and
Healthcare businesses started to
the thousands of posts, comments, and
investment of resources. Organizations
listen, but aren’t translating social
overall activity observed in commu-
should coordinate internally to effec-
media conversations into practice.
nity sites in a week’s snapshot analysis.
tively integrate information from the
One in two eHI members surveyed
In fact, community sites had 24 times
social media space and connect with
worry about how to integrate social
more social media activity on average
their customers in more meaningful
media data into their businesses and
than any of the health industry compa-
ways that provide value and increase
how to connect social media efforts to
nies over that one-week timeframe.
trust. Insights from social media also
a return on investment. Some organi-
Two out of three organizations in
offer instant feedback on products
zations are capturing sentiment and
the provider and insurer arena allow
or services, along with new ideas for
standard volume numbers on various
individuals to initiate posts on their
innovation. Organizations that can
sites, while others know that they
Facebook pages, known as “walls.” But
incorporate this information into their
need to go beyond capturing “likes”
fewer than one in three pharmaceu-
operations will be better positioned to
and “followers” to collecting qualita-
tical companies, which operate under
meet the needs of today’s consumers.
tive engagement metrics.
stricter regulations, have walls avail-
able for individuals to initiate posts.
Data from interactions in social
media can complete the patient
Marketing/communications leaders
profile. Patients know how they
tend to manage social media strate‑
feel, providers know how they treat,
gies. The majority of HRI interviewees
insurers know what they cover, and
and members from the eHealth
drug manufacturers know what
6
PwC Health Research Institute
| Social media “likes” healthcare
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