Social Media "Likes" Healthcare: From Marketing To Social Business - Health Research Institute, April 2012 Page 10
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40Consumers are broadcast-
information. “People like to access
Social animals: Young invin-
and connect with other people’s
cibles are most willing to share,
ing and finding answers
stories, even if they’re unwilling to
baby boomers are least likely
to their wants, needs,
share their own,” said Ellen Beckjord,
and preferences through
assistant professor at the University
Based on age factor alone, the “young
social media
of Pittsburgh Medical Center and
invincibles” ages 18–24 lead with the
Social media presents new opportu-
Hillman Cancer Institute, whose
most social media activity, while the
nities for how individuals manage
research has focused on how making
baby boomers ages 45–64 are least likely
their health, whether researching
health information available electron-
to post or comment on any channel.
a particular illness or joining a
ically can affect disease management.
More than 80% of individuals ages
support group to share experiences.
18–24 would be likely to share health
The virtual aspect of social media
HRI’s consumer survey found that
information through social media, while
enhances communications by creating
Facebook and YouTube are the most
nearly 90% of individuals would engage
a comfortable, often anonymous, envi-
commonly used social media channels
in health activities or trust information
ronment for engaging and exchanging
for viewing health-related informa-
found via social media. Less than half
tion. A 2011 National Research Corp.
(45%) of individuals ages 45–64 would
6 National Research Corporation Ticker
survey of approximately 23,000
be likely to share via social media, while
Survey:
respondents produced similar results.
56% would be likely to engage.
6
public/News.aspx?ID=9
Figure 1: Impact of age level and health status on likelihood to engage, trust, and share about health using social media
6 National Research Corporation Ticker
Survey:
com/public/News.aspx?ID=9
Excellent
health
Most likely
Least likely
Trust
Share
Share: How likely are you to share
health information through social
media with health-related
companies/individuals*?
15
18-24
30
35
40
45
50
55
60
65+
Trust: How likely are you to trust
Age
health information posted online
through social media by health-
related companies/individuals?
Engage: Have you ever viewed health
related information or done health-
Engage
Share
Trust
Engage
related activities using social media?
*
n = 1,060
Health-related companies/individuals include
hospitals, doctors, pharmacies, health insurers,
drug companies, etc.
Poor
health
Source: PwC HRI Social Media
Consumer Survey, 2012
8
PwC Health Research Institute
| Social media “likes” healthcare
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