41% Of Patients Use Social Media To Choose Health Care Provider Organizations
Open Minds May 7, 2012
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Social media influences consumer choices among potential health care provider organizations-hospitals, medical facilities, and physicians. In a recent consumer survey, about 41% of patients said consumer comments posted on social media web sites such as Facebook, Twitter, YouTube, and online forums would affect their choice of health care provider organizations. About 45% said that comments on social media would affect their decision to get a second opinion; 34% said comments would influence their decision to take certain medications; and 32% said comments would influence their choice of health plan.
These are findings of “Social Media ‘Likes’ Healthcare; From Marketing to Social Business” by the Health Research Institute of PricewaterhouseCoopers LLP. The researchers surveyed 1,060 consumers and 124 health care executives about their use of social media. Additional findings about consumers’ use of social media as it relates to health care were as follows:
- 33% of consumers said they would be willing to allow their social media conversations to be monitored if the data could help them identify ways to improve their health or to coordinate care
- 27% of consumers post comments and reviews of medications, treatments, physicians, or health insurers
- 24% of consumers post comments about their health experiences
- 20% have joined a health forum or community
- 17% trace and share their health symptoms or behavior
- 16% share health-related videos or images
However, willingness to share information varied with consumer trust in the organization. For example, 61% of consumers said they would trust information posted by health care provider organizations, and 41% said they would share information via social media with a health care professional. However, only 37% of consumers said they trusted information posted by a pharmaceutical company and only 28% said they would share health information via social media with a pharmaceutical company.
The survey asked the respondents to rate the value in various services provided via social media by health care professionals, health insurers, and drug companies. In general, consumers valued services and information that simplified managing their health care. More than 70% said appointment availability and scheduling, reminders, and referrals to specialists were somewhat or very valuable. More than two-thirds said discount coupons, post-treatment/discharge support, access to customer service, patient reviews of physicians, treatment reminders, and real-time emergency department wait times were valuable.
About two-thirds of consumers found value in health insurer and drug company coupons posted via social media, access to customer service, information on finding cheap medications, and appointment reminders. More than half of consumers found value in social media support groups sponsored by health insurers or drug companies and 42% said games or contests encouraging healthy behavior sponsored by health insurers or drug companies were valuable.
The full text of “Social Media ‘Likes’ Healthcare; From Marketing to Social Business” was published in April 2012. The report is available online at www.pwc.com/us/en/health-industries/publications/health-care-social-media.jhtml (accessed March 12, 2012).
For more information, contact: Karla Anderson, Principal, Washington Metro Office, PricewaterhouseCoopers LLP, 1800 Tysons Boulevard, McLean, Virginia 22102-4261; 703-674-6020; E-mail: karla.s.anderson@us.pwc.com; Web site: www.pwc.com/us/en/health-industries/publications/health-care-social-media.jhtml.
41% Of Patients Use Social Media To Choose Health Care Provider Organizations. (2012, May 7). OPEN MINDS Weekly News Wire.
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