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Social Media by the Numbers

If you want to connect with people and be part of their community, you need to go where the community is.”

Ed Bennett, University of Maryland Medical Center

Unless otherwise indicated, the data used in this article is from “Social Media ‘likes’ healthcare, From marketing to social business” by the Health Research Institute of PWC.

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What is Social Media?

DefinitionPlatform for interactions where individuals and organizations can interact, create, share, obtain and exchange information and ideas.

Broad-based Social Media

Where any topic or idea can be offered and discussed

(Facebook, Twitter, Pinterest)

Focused Social Media

Defined area or topic leading to focused discussions

(Baby Center, Diabetic Connect)

Adoption by AdultsAccording to Pew Research, 72% of all online adults use social media today. (May 2013)

Percentage of adults who use social media sites by age group

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Examples of Social Media

Baby Center Facebook

Daily Strength Patients Like Me

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What about Healthcare Social Media?

Percentage of consumers that have used social media

0

5

10

15

20

25

30

35

40

45

Read Health Reviews by Others

Post Their Health Story

Joined a Health Community

42%

25%

20%

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RefluxMD – A Focused Social Media Site

Outreach 2-Way Communication

Educational Content Community

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Social Media to Build Brand61% are likely to trust information from

providers posted on social media

Example: DeMeester Article Implications for Physicians

With this type of impact and 72% of all adults on social media, physicians can benefit from blogs, articles and other posts on social media sites. This will educate consumers while enhancing the physician’s brand in their community. Content can include

- Articles - Blogs - Responses to questions - Case studies

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Social Media to Change Behavior45% of consumers said social media sites would impact their decision to seek a second opinion

Example: BA Article Implications for Physicians

Most consumers remain uneducated about their chronic condition. All physicians should view social media as a value-added educational tool.

34% of all consumers said they have accessed social media sites for information about a specific procedure or test.

41% use social media information to select a hospital.

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Social Media – Managing Patients40% of consumers said social media sites affect

how they cope with their chronic condition

Example: Diet Article Implications for Physicians

As the Affordable Care Act takes hold, one emerging reimbursement factor will be based on outcomes. Many expect to see penalties for lack of sustainable results.

When patients are not in the office, it is difficult for physicians to manage those outcomes. Social media is expected to be an important tool connecting physicians and patients and impacting those results.

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Social Media – Reaching New Patients

41% of consumers said that they would use social media to select a physician

Example: Physician Page Implications for Physicians

Especially from “trusted” web sites, connecting with physicians via social media is important for online consumers to learn more about potential physicians and make a decision to engage them.

The more quality information that is available about a physician, including “personal” or “human” factors, is beneficial to consumers as they make their physician choices.

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Social Media – Value Add ServicesConsumers are making it clear about what

services they expect from social media

Example: Dr. Appointment Implications for Physicians

Physicians should take note of the online services that consumers are seeking today from healthcare social media sites:

- 72% - Make a physician appointment - 71% - Appointment reminder - 70% - Access to specialists - 69% - Post treatment support - 68% - Treatment reminders

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Healthcare Social Media – SummaryThe Impact of Social Media is Growing in Healthcare

In 2005 only 5% of all adults used social media, by 2011 it was 50% and today it is in excess of 70%. Healthcare has been slower than most industries to adopt social media, but PWC estimates that 1 in 3 adults use healthcare social media sites – and it continues to increase.

Social Media for Physicians is a Game Changer

Social media, when effective, will establish a physician’s brand and connect him/her with those in need of their services. With increased deductibles, more consumers will “shop” using social media sites.

Social Media will Expand the Physician’s Role with Patients

Social media is shaping patient encounters with physicians and that impact is expected to increase significantly. Extending the patient experience will foster existing patient relationships and improve patient outcomes, especially for long-term chronic conditions.