Transcript

Here at Health Union, we define social health as the dynamic, real-time actions people take to find meaningful connections and share information throughout their health journeys. At Health Union, we manage the largest network of health leaders, as well as over 40 condition-specific online health communities for people living with complex health conditions. Our communities help millions of people to connect and share unique experiences online.

Reason #1: Patients are actively engaged in social health on a daily basis.

Patients are seeking connections and opportunities to discuss their shared experiences. Relatable content is one way to foster this engagement. Results from our recent Social Health Survey, which was completed by more than 2,300 people, showed that 95% of patients use online social resources for their health. While we know relatable content provides opportunities for patients to connect, content alone does not provide a sufficient experience for engaging online health communities.

My colleagues at Health Union and I authored a recent research paper published in the Journal of Medical Internet Research, which has been entitled: “An Assessment of Adaptive Engagement in Support Model for People with Chronic Health Conditions in Online Health Communities: a Combined Content Analysis.” This peer-reviewed research shows that the engagement rates of our online community Facebook pages range from 6-9%, compared to an average engagement rate across Facebook of less than 1%.

Our online health communities are able to achieve this level of engagement because of our adaptive engagement model, which focuses on social support, active moderation and engagement.

Reason #2: Social health provides information, connection and validation in the right moments.

In our published analysis we found that validation, empathy and understanding play a significant role in meeting people where they are. We analyzed Facebook comments across six of Health Union’s communities. Of all the comments, 58% were expressions of social support. Of that 58%, nearly half were comments validating the knowledge and experience of others and a third conveyed empathy and understanding.

When asked what they’ve been able to do as a result of using online resources in our Social Health Survey, people shared tangible and emotional outcomes. Social health has helped people living with chronic health conditions to better understand their condition, to better communicate with their doctor, to feel more informed about their treatment options, to feel smarter about their condition, and to feel less alone.

Reason #3: Social health guides treatment discussions.

People engage with social health most often during critical time points in their treatment journeys. Pharma marketers can and should be meeting people where they are in these moments. Patients reported using social health resources when finding or learning about a new medication or treatment option, at the time of their diagnosis, and when starting or switching a medication or treatment.