Social Media "Likes" Healthcare: From Marketing To Social Business - Health Research Institute, April 2012 Page 19
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40Mark Brooks, chief technology officer
Social currency: Providers have
than an organization,” said Kathryn
at Health Net, sees social media as
the highest trust, drug compa-
Armstrong, senior producer of web
a bridge: “In this business, we facili-
nies the lowest
communications at Lehigh Valley
tate relationships, so we really think
Health Network. While insurance and
about social media as not just a tech-
Consumer survey respondents said
drug companies might try to communi-
nology and a process, but also as a
they would be most likely to trust
cate with their customers through the
capability that can help drive connec-
information posted via social media
Internet or telephone, very few have
tions in the value chain more effec-
from providers (doctors, hospitals),
direct, personal interactions with their
tively.” As building these relationships
and would be most likely to share
customers. And while medical tech-
becomes increasingly important to
information with providers via social
nology companies will disseminate
establishing trust and credibility with
media, over health insurance or drug
information via their product sites,
consumers, healthcare companies will
companies. (See Figure 10.)
very few have actually engaged with
need to reconsider their approach to
patients due to regulatory concerns.
7
these relationships.
Why do individuals trust their
Healthcare providers have the ability
doctors the most? Human relation-
to form human relationships and
ships. “You want to trust and connect
connections with their patients, which
7 PricewaterhouseCoopers Med Tech
with the people providing you the
ultimately leads to increased trust.
Focus: Social media opens new interaction
channel for medtech companies and
care. It’s easier to trust a person
their customers, enhancing innovation
opportunities, 2011
7 PricewaterhouseCoopers Med Tech
Focus: Social media opens new
Figure 10: Likelihood to trust or share information via social media
interaction channel for medtech
companies and their customers,
enhancing innovation opportunities, 2011
Doctor
Hospital
Health insurer
Drug company
Likely
to trust
61%
55%
42%
37%
information
Likely
to share
41%
39%
34%
28%
information
n = 1,060
Source: PwC HRI Social Media Consumer Survey, 2012
An in-depth discussion
17
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