Social Media "Likes" Healthcare: From Marketing To Social Business - Health Research Institute, April 2012 Page 11
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40“Our patient support groups serve as a real-time referral network.”
Ryan Paul, Children’s Hospital Boston
When considering both age and health
Figure 2: Percentage of consumers viewing health information through social media
status, respondents ages 18-24 in good
health were also more likely to share
via social media and trust information
Health-related consumer reviews*
Breakdown of consumer review types:
posted via social media (See Figure 1.)
42%
=
+
+
+
Alternatively, those ages 18-24 in poor
12%
11%
10%
9%
Friends’/family health experiences
health were most likely to engage.
32%
Medications
Doctors
Hospitals
Health
Respondents over age 65 in poor
or treatments
and other
insurers
medical
Other patients’ experiences with their disease
health were the least likely to trust,
facilities
29%
share, and engage using social media.
Health-related videos/images posted by patients
24%
In addition, lower-income Medicaid
beneficiaries were the most willing
n = 1,060
to share at 64%, while individuals
with employer-based insurance were
*
Consumer reviews of medications or treatments, hospitals and other medical facilities, doctors, health insurers
the least willing to share via social
Source: PwC HRI Social Media Consumer Survey, 2012
media at 51%. Those with individual
insurance and no insurance were also
among those who are most likely to
share and engage in health-related
of quotes regarding our patient care,”
social media activities.
said Ryan Paul, social media specialist
at the hospital. “This serves as the best
Social studies: Patients are
type of validation for new patients
using social media to better
looking for a hospital and for people
educate themselves
to connect with others like them.”
When consumers are faced with a
According to the HRI survey, 42%
health decision, social media can
of consumers have used social media
provide a new avenue of information
to access health-related consumer
and dialogue. Some may share a health
reviews. (See Figure 2.) Thirty-two
goal to generate support or engage in
percent of respondents have used
a patient community to interact with
social media to view family/friend
other patients. At Children’s Hospital
health experiences, and 29% have
Boston — which had nearly 700,000
sought information related to
Facebook “likes” as this report was
other patients’ experiences with
released — prospective patients use
their disease.
disease-specific support groups to learn
more about the hospital’s treatment or
clinical divisions from other patients.
“Our patient support groups serve as
a real-time referral network, which is
very different than giving people a list
An in-depth discussion
9
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