A recent study by Epsilon has some interesting information for healthcare professionals who are thinking about using social media to attract and communicate with their patients.

From the press release about the study:

• 40% of online consumers use social media for health information (reading or posting content), but frequency of engagement varies widely;
• Individuals who use healthcare social media fall into two broad groups; the highly engaged patient who takes an active role in health management (80%) versus individuals who lack confidence to play an active role in their own health (20%). Social efforts must address these two audience types with very different needs;
• Consumers engage with healthcare social media for both rational and emotional reasons:
• Emotional needs are primary. Many healthcare social media users want reassurance, support, and a sense of intimacy from people who are going through a similar experience;
• Rational needs are secondary, but also important. Social media users are searching for foundational information about their specific conditions and symptoms, information about drugs and supplements, and the latest health news

For me, the study simply reinforces my sense that the web is now the first, go-to source of health and medical information. If doctors and healthcare professionals aren’t active on the web, they’re ceeding ground to those who are, including all the scam artists. Personally, I think healthcare providers need to be part of the conversation.

Below is a link to the press release. At the bottom of the release is a link to where you can get the full study. It’s worth reading and pondering:

Epsilon Study Reveals a Prescription for Customer Engagement. Inside Look at Social Media and the Pharmaceutical Industry Uncovers Significant Opportunities for Pharma Marketers