Social media in today’s health landscape

Healthcare and social media go hand in hand. It’s essential for all modern businesses — but only if it has a purpose. Social media allows businesses to tap into personal and professional networks that encourage discussion and participation – which in turn can help spread key messages, and influence customers and decision makers.

Social media also helps to reach people when, where and how they want to receive information, which improves satisfaction and trust in the health messages delivered.

However, this isn’t just about sending out tweets to get followers or likes on Facebook. It is about building social capital through the story you want to tell, to the audiences you want to engage with. The more valuable your content the greater influence and impact you will have, through your social media channels.

Below are some statistics, which illustrate just how frequently we reach for our smartphones (or device), a key enabler of the social media revolution:

• Four out of five UK adults now have a smartphone – equivalent to 37 million people (source: Deloitte)
• One in 10 smartphone users will reach for their device as soon as they wake up – with 30% grabbing their phones within five minutes (source: Deloitte)
• 80% of users will check their smart device within 15 minutes of waking up (source: IDC Research)
• One in three adults and almost half of 18-24 year olds, will check their smartphone in the middle of the night (source: Deloitte)
• The average person checks their smart device 85 times a day (Nottingham Trent University)

So, the message here is, think mobile first, when thinking about how to reach audiences.

And the impact social media has had when it comes to asking health questions, is also startling:

• More than 40% of consumers say that information found via social media affects the way they deal with their health (source: Mediabistro)
• 90% of 18 to 24 year old’s said they would trust medical information shared by others on their social media networks (source: Search Engine Watch)
• 31% of health care professionals use social media for professional networking (source: MedTechMedia)
• 60% of doctors say social media improves the quality of care delivered to patients (source: Demi & Cooper Advertising and DC Interactive Group)
• 60% of doctors most popular activities on social are following what colleagues are sharing and discussing (source: Health Care Communication)

At Onyx Health, we have a wealth of experience of integrating social media into businesses and health communication campaigns – working with start-ups right through to established pharmaceutical, medical device and diagnostic companies.

For more information about our marketing and communication services, contact us