Social Media "Likes" Healthcare: From Marketing To Social Business - Health Research Institute, April 2012 Page 7
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40Executive summary
Willingness to share informa ‑
tion depends on trust. Sixty-one
percent of consumer respondents
According to PwC’s consumer survey
are likely to trust information posted
of 1,060 U.S. adults, about one-third
by providers, and 41% are likely to
of consumers are using the social
share with providers via social media,
space as a natural habitat for health
compared to 37% trusting informa-
discussions. Social media typically
tion posted by a drug company, and
consists of four characteristics that
28% likely to share information with
have changed the nature of inter-
a drug company.
actions among people and organi-
zations: user generated content,
Age is the most influential factor
community, rapid distribution, and
in engaging and sharing through
open, two-way dialogue. This report
social media. More than 80% of
dives into the social world of the
individuals ages 18–24 would be likely
health industry and provides insights
to share health information through
into new and emerging relationships
social media, while nearly 90% of
between consumers and the biggest
individuals would engage in health
health companies that serve them. It
activities or trust information found
examines how individuals think about
via social media. Less than half (45%)
and use the social channel; how some
of individuals ages 45–64 would be
providers, insurers, medical device,
likely to share via social media, while
and pharmaceutical companies are
56% would be likely to engage in
responding; and discusses specific
health activities.
implications for organizations to take
advantage of with this new view into
Consumers are willing to have their
the 21st century patient.
conversations monitored if they get
something in return. One-third of
consumers surveyed said they would
How consumers are
be comfortable having their social
using social media
media conversations monitored if that
Consumers are finding answers
data could help them identify ways to
to their wants, needs and prefer‑
improve their health or better coordi-
ences. According to HRI’s survey, 42%
nate care.
of consumers have used social media
to access health-related consumer
A new expectation is being set on
reviews (e.g. of treatments or physi-
response time. More than 75% of
cians). Nearly 30% have supported a
consumers surveyed would expect
health cause, 25% have posted about
healthcare companies to respond
their health experience, and 20% have
within a day or less to appointment
joined a health forum or community.
requests via social media, while nearly
half would expect a response within a
few hours.
An in-depth discussion
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