Social Media "Likes" Healthcare: From Marketing To Social Business - Health Research Institute, April 2012 Page 12
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40Beyond viewing health-related inform-
Research Branch. Social media also
patient to evaluate and improve
tion through social media, nearly 30%
helps satisfy a patient’s desire for self-
his or her conditions as well as the
of respondents said they supported a
service and access to information at
system’s performance,” said Jamie
health-related cause or commented
multiple touchpoints.
Heywood, co-founder and chairman
on others’ health experiences. (See
of PatientsLikeMe.
Figure 3.) Although some organiza-
Social skills: Increased access
tions fear that creating a social media
creates new expectations for
The popular site tackles information
presence will open a flood of negative
transparency
and healing needs with peer care and
comments, individuals are more likely
health data tools. “We’re capturing the
to share positive health-related experi-
Social media has raised consumer
relationship of caring for the individual
ences via social media than negative
expectations. “As more people go
by building a new kind of partnership
experiences. (See Figure 4.) HRI inter-
online to interact with their banks and
between the patient, their data, and
views also found that most consumer
make purchases, they want to do this
enterprises with the products that
comments online tend to be positive.
with their doctors, health plans, and
need to learn from them,” Heywood
condition and disease management
said. Perhaps most significantly,
Although health activity on social
as well. Social media has brought an
PatientsLikeMe works with pharma-
media lags behind non-health related
expectation for a different kind of
ceutical companies to use patient-
activity, it’s expected to catch up in
connection that already exists in their
reported outcomes to inform the
the future. Twenty-seven percent of
daily lives,” said Laura Clapper, MD,
research and development processes.
consumers reported posting reviews
chief medical officer of the online
of restaurants, hotels or products,
community OneRecovery. (See more
while 17% said they posted reviews
on OneRecovery in Case study 1.)
of doctors.
Several industry interviewees
The accessibility of social media
pointed to social media sites such as
comes at an auspicious time for
PatientsLikeMe, an eight-year-old
consumers who now pay significantly
health data-sharing platform, which
higher portions of their care. With
help patients connect with each other
insurance deductibles at an all-time
and access relevant health informa-
high, consumers are more prone to
tion. PatientsLikeMe connects more
shop around. “The democratization
than 140,000 patients with others
of information through social media
who have life changing conditions,
is shaping the clinical encounters and
such as Parkinson’s and Lou Gehrig’s
the patient/provider relationship.
disease. “Social networks will peel
It continues to bridge the informa-
back every corner of the health system
tion divide,” said Wen-ying Sylvia
and drive transparency on cost,
Chou, program director for the
value, and outcomes. The information
National Cancer Institute’s Health
asymmetry that patients experience
Communication and Informatics
will be levelled, allowing the average
10
PwC Health Research Institute
| Social media “likes” healthcare
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