Study: Social Media Vital To Consumers Seeking Healthcare Information

healthcare

Amidst a crisis in national health care, consumers say health and related product Web sites are as vital to their well-being as physical interactions with health care providers. That's according to a new study of 1,350 consumers by direct marketing agency Epsilon, which found that 40% of online consumers use social media for health information -- reading or posting content -- while the frequency of engagement varies widely.

According to the study, individuals who use healthcare social media fall into two broad groups: the 80% who are highly engaged patients, and take active roles in health management; and the 20% who lack confidence to play an active role in their own health.

"Our research shows that social media is a valuable forum for patients to discuss their health issues and concerns while connecting with others facing similar circumstances," said Mark Miller, an SVP at Epsilon's Strategic & Analytic Consulting Group.

Still, social marketing efforts must address these two audience types with very different needs, according to Miller.

Meanwhile, consumers engage with healthcare social media for both rational and emotional reasons. Emotional needs are primary, it found, as many healthcare social media users want reassurance, support, and a sense of intimacy from people who are going through a similar experience.

Although also important, rational needs are secondary, as social media users are searching for "foundational information" about their specific conditions and symptoms, information about drugs and supplements, and the latest health news.

"Participation provides reassurance and intimacy, and many of the individuals who are highly engaged in social media feel better equipped to manage their health," added Miller.

Lack of participation in social media was chiefly related to time and trust, according to the study, while reliance on a doctor's advice was the most commonly cited reason for not investing more in social media activity.

More than branded or corporate destinations, third party health-related sites were cited as most important destinations for both social and editorial content, according to respondents.

Furthermore, many people report mixed feelings about how pharmaceutical companies should participate in Web sites and social media, but most are open to some level of participation, as long as it is transparently disclosed.

Most consumers do feel that endorsements by government and non-profit organizations, such as the American Diabetes Association, the FDA and third-party watchdog groups, add credibility to social content.

"The important question is how can pharmaceutical companies get involved in the dialogue without disrupting the conversations taking place," said Miller. "One way is by joining forces with nonprofit organizations, regulators and other third parties ... We are finding that consumers are open to this type of participation as long as it is clearly disclosed and provides impartial validation of information posted by other users."

Among consumers and advertisers, a market for health-related online platforms certainly exists. And it's not only baby boomers visiting health and wellness resources online -- over 50% of young people ages 13-24 are accessing the same information, according to a study released late last year by Ypulse -- an independent media platform for youth media and marketing professionals -- along with nonprofit ISIS, young organization YouthNoise, and market research firm Peanut Labs.

What's more, the health care industry -- historically big advertisers -- continues to move a greater share of ad dollars online, according to recent data from The Nielsen Co.

2 comments about "Study: Social Media Vital To Consumers Seeking Healthcare Information".
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  1. Casey Fitzsimmons from iProspect, April 9, 2010 at 11:56 a.m.

    Do you have a link to the full research article? I looked on Epsilon's site but couldn't find it.

  2. Casey Fitzsimmons from iProspect, April 9, 2010 at 11:57 a.m.

    Never mind - it's posted now! www.epsilon.com/pr/pharmasocialmedia

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