Social Media "Likes" Healthcare: From Marketing To Social Business - Health Research Institute, April 2012 Page 16
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40More than 75% of consumers
University Hospitals, was monitoring
surveyed would expect healthcare
the Jefferson brand on Twitter and
companies to respond within a day
saw that a patient in the Hospitals’
or less to a request for an appoint-
Headache Center was complaining on
ment via social media, while nearly
the social media site of his long wait.
half would expect a response within
Goldstein, who was off campus, texted
a few hours. (See Figure 6.) In addi-
the interactive marketing team to
tion, 70% of consumers would expect
check out the waiting room and found
healthcare companies to respond
that the patient had not signed in at
within a day to a request for informa-
the computer kiosk. Within a matter
tion via social media, while just over
of minutes, they were able to resolve
40% would expect a response within
the matter. The incident highlighted
a few hours. Josh Goldstein, director
the value of monitoring the Jefferson
of social media at Thomas Jefferson
brand on social media channels.
Figure 6: Expectations for how quickly a healthcare company should respond when
contacted through social media
Request an appointment or
Request information
Post a complaint about a
follow up
service, product, or experience
76%
70%
66%
49%
42%
39%
29%
23%
22%
hrs
1
3
6
9
12
18
24
1
3
6
9
12
18
24
1
3
6
9
12
18
24
n = 1,060
Within 1 hour
Within a few hours
Within a day or less
Source: PwC HRI Social Media Consumer Survey, 2012
14
PwC Health Research Institute
| Social media “likes” healthcare
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