The Role of Social Media in Healthcare: Why Channel, Content, & Credibility are Key
Published June 30th, 2022 | 3 Minute Read
In 2022, social media – a key element of social health – is transforming at lightning speed right before our eyes. From sharing information to building community, billions of people take action on social media everyday—and from the perspective of the pharmaceutical industry, harnessing its power has never been more critical. Today, social media usage presents pharma with a unique opportunity to meet patients where they are across a variety of channels, through actions such as scrolling through a timeline, watching a video, or taking a leap of faith and joining an online support group, allowing users to feel more informed and less alone in their health condition.
While the opportunity to reach people where they are on social may be exponential, there are some challenges. Changing consumer behavior paired with evolving technology and privacy restrictions make it seem like reaching patients on social media is near impossible; however, these engaged, action-oriented audiences are seeking information through social, and are reachable with the right channel, content, and credible approach.
Social health drives patient interaction and support on social media platforms
Social health—the dynamic, real-time action people take to find meaningful connections and share information that impact the health journey—is paving the way forward for pharma to spark real change on digital platforms. A recent social health survey* of 2,346 respondents across a variety of conditions suggests that 95% of patients use social resources for health purposes, and these patients are engaging during critical situations that impact health decisions.
Separately, 233 socially engaged patients across a variety of health conditions were surveyed** to provide pharma marketers with a guide on the role of social media today in patients’ lives. According to this survey:
- Of all social media channels, Facebook is the most widely used social media platform for condition-specific support groups and treatment research
- Patients looking to share their own perspectives and learn about other real-life accounts are most drawn to Instagram over other social platforms
Within the 2021 social health survey* patient leaders across all conditions indicated that users often look to at least one social resource for health-related information or decision-making support. This survey also validated Facebook as the most commonly used social media platform for health purposes, outranking reputable online resources such as patient portals and hospital and health websites.
By fusing the individual and communal components of patient experiences, Facebook continues to solidify its position as a standout social media network for health-related information. These intricate views of patient culture and activity among varied platforms prove that social media is no longer a “one size fits all” game.
Patients look to social media for personal perspectives, expert insights, and credible answers
While navigating social media may seem like information overload, content that appears while scrolling often makes a lasting impact. The 2021 social media survey** paired with real-world examples from the Psoriatic Arthritis community illustrate this idea quite well:
- Personal perspectives from online health community leaders. Diane, a Psoriatic-Arthritis.com moderator, details the various types of support and connection she finds alongside her difficult experience with the disease.
- Credible health information fueled by industry expertise. “Having expert advice can ease fears of the unknown and might make patients more apt to get tested,” writes Jaime Lyn Moy, a Psoriatic-Arthritis.com advocate, in an interview with an audiologist about hearing loss caused by the disease.
- Doctors, HCPs, or other trusted individuals debunking popular online myths associated with certain condition(s). An article debunking popular misconceptions about Psoriatic Arthritis garnered 300+ likes on the community’s official Instagram page.
Credibility is imperative on social platforms
Consumer trust is a critical topic that has taken a front row seat in countless industries as social media networks are used virtually everywhere to spark meaningful conversations and share information. As pharma marketers generate social media content, they may ask if patients trust the content they come across or whether they search for information verification and accuracy. According to the survey**:
- Approximately 90% of respondents indicated that the verification and accuracy of information in a social media post is somewhat or very important
- Individual medical professionals, healthcare/hospital systems, online health providers, and online patient community leaders are among the most trustworthy information sources
- YouTube and Facebook were ranked the most overall trusted social media platforms for health-related information
Combining these key findings leaves pharma marketers with a deeper, more comprehensive understanding of patient thought processes and journeys. Reaching a quality audience on social media requires understanding where patients are connecting through credible content and crafting accurate and valuable social media messaging.
Along this journey, social health usage converges with social media networks to create mutually beneficial opportunities for key stakeholders in the healthcare industry. Through socially driven solutions designed to fit needs related to content, context, community, and influencer marketing programs, partnering with Health Union can help your brand expertly navigate the social media landscape by plugging you into the power of social health.
*2021 survey conducted by Health Union, n=2,346
**2021 survey conducted by WEGO Health & the Digital Health Coalition, n=233
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