Social Media "Likes" Healthcare: From Marketing To Social Business - Health Research Institute, April 2012 Page 5
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40When I was in the ER last night, I
Savvy businesses know they must go
hospitals, and health plans. HRI found
where the customers are. And in 2012,
that one-third of consumers are using
tweeted about the interminable wait.
It seemed as though people who weren’t
a rapidly growing number are on social
social media for health-related matters.
that sick got whisked in ahead of me!
media, the space that enables instan-
Most tellingly, they are choosing
Guess what? Someone from the hospital
taneous self-expression and a shared
“community” sites over industry-
heard me! They spotted my tweet and
community experience — at any hour of
sponsored sites. In a week’s snapshot of
the day with someone in the house next
several health-related companies and
responded. And even sent someone
down to talk to me in person.
door or halfway across the globe. The
consumer sites, HRI found that daily
rise of social media has been phenom-
activity numbered in the thousands for
That’s what I love about social media.
enal. Use of social networking sites has
community sites versus in the hundreds
I can write what I want when I want,
grown from 5% of all adults in 2005,
on company sites.
and send it to all my friends, groups,
to half of all adults (50%) in 2011.
For
1
and followers in an instant. And, all of
example, Facebook, which began with
Early adopters in the health industry
5 million users in 2005, today has 845
tell PwC that despite concerns about
them can send it to all of their friends,
groups, and followers. It’s like
million participants, more than the
integrating social media into data
my personal electronic megaphone.
entire population of Europe.
Pinterest,
analytics and measuring its effective-
2
a social image-sharing site using a
ness, they are incorporating social
Ever since I found out I had diabetes,
virtual “pinboard” interface, just hit
media into their business strategy.
11.7 million unique U.S. users, growing
More than 1,200 hospitals participate
I’ve posted monthly on Facebook
about my struggles managing my
from 1.2 million only six months
in 4,200 social networking sites.
5
earlier.
Twitter has also shown tremen-
blood sugar and energy level, and
3
lots of people — some I don’t even
dous growth, reporting 460,000 new
With these new opportunities come
know — have swapped healthy recipes,
accounts created on average per day.
challenges and the likely threat of
4
sent me tips on where to buy test strips,
agile new entrants into the market.
and even recommended doctors. Some
While industries such as retail and
With transparency, patient expecta-
hospitality quickly saw the potential,
tions rise. And as health organizations
even had links to YouTube videos.
the health sector has been slower
collect more detailed information on
to move. According to a new survey
its patients, proper safeguards will be
I feel like the healthcare industry is
finally getting it. My hospital has a
by PwC’s Health Research Institute
needed to ensure privacy and security.
Facebook page where they post lifestyle
(HRI), hospitals, insurers, and phar-
advice, the drug company shares newly
maceutical manufacturers can benefit
Not long ago, terms such as liking,
released treatment studies through its
from this new form of interactive
following, tagging, and stumbling all
communication.
had very different meanings. But in
Twitter account, and my insurer even
has these interactive games that help
the era of social media, they provide
With a single key stroke, individuals
the clues that could lead to higher
manage my diet and exercise. Best of
all, I’ve joined a few patient commu-
can broadcast their attitudes on physi-
quality care, more loyal customers,
nities where I share how I’m doing
cians, drugs, devices, treatments,
efficiency, and even revenue growth.
on certain treatments and see how I
compare to others.
1 Madde, Mary. Zickuhr, Kathryn. 65%
2 Facebook, December 2011
of online adults use social networking
3
sites. Pew Internet and American Life
monthly-uniques/
Project, August 26, 2011,
4
Reports/2011/Social-Networking-Sites.
aspx, accessed on March 28, 2012. pg. 2
5 Ed Bennett, Found in Cache, ebennett.
org/hsnl/
The heart of the matter
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