Social Media "Likes" Healthcare: From Marketing To Social Business - Health Research Institute, April 2012 Page 15

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PatientsLikeMe demonstrates that
HRI also found that about one-third
Figure 5: Consumers’ feelings on doctors
despite privacy concerns, many
of consumers would be comfortable
going to online physician communities for
advice related to their health situation
consumers are open to sharing infor-
having their social media conversa-
mation via social media if it holds the
tions monitored if it were to help
potential to improve their health. More
improve their health, treatment,
54%
than half of consumer survey respon-
coordination of care, or management
dents told HRI they would be comfort-
of their chronic illnesses.
Comfortable or
very comfortable
able with their doctor going to an online
physician community to seek advice if
Social speed: Healthcare is on
the doctor were to gain information to
a new response clockwatch
17%
treat them better. (See Figure 5.)
9%
As consumers take advantage of social
Online physician communities like
media to instantly and publicly express
14%
Sermo, a community of 130,000
their opinions, experiences, and reac-
doctors, have realized the power of
tions, they expect faster responsive-
sharing information. The site allows
ness from healthcare organizations.
physicians to join free of charge and
“Truly social brands will listen to what
is funded by companies interested in
customers are saying and feeling and
23%
surveying physicians for treatment or
use that insight to adapt and create
business research. “This is more than
products and services,” said Kelly
37%
networking — it’s collaboration and
Colbert, director of strategic adver-
interacting for learning and treatment
tising at the insurer WellPoint.
purposes. Our physician members
n = 1,060
share information with the end goal
of enabling better patient outcomes,”
said Richard Westelman, Sermo’s
Very comfortable
chief operating officer. “The next
Comfortable
evolution is how healthcare providers
I don’t care
and patients start interacting with
Uncomforable
each other. When, and in what setting,
Very uncomfortable
will they come together?”
Source: PwC HRI Social Media Consumer Survey, 2012
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