Pharmas are lagging behind their customers on social media
“While consumers are actively using social media sites such as Facebook, Twitter, YouTube to discuss on health matters, healthcare companies are unable to keep up with the activity of their consumers on social media. (…)
A recent research done by business services firm PricewaterhouseCoopers points out that pharmaceutical and healthcare brands are lagging behind their customers on social media, and are missing out on vital opportunities for growth and improvement based on customer needs and their feedback on the healthcare services being offered. (…)
One-third of consumers used social media sites and online forums to gather more info on health-related matters, seeking medical information, tracking and sharing symptoms, and broadcasting how they feel about doctors, drugs, treatments, medical devices and health plans; one in three had sought information related to other patients’ experiences with their disease; and one in four customers had “posted” about their health experience online.
When asked how information found through social media would affect their health decisions, 45 percent of consumers said it would affect their decision to get a second opinion; 41 percent said it would affect their choice of a specific doctor, hospital or medical facility; and 34 percent said it would affect their decision about taking a certain medication
72 percent of consumers said they would appreciate assistance in scheduling doctor appointments through social media channels, and nearly half said they expect a response within a few hours. (…)
Young adults are leading the section of people using social media for healthcare. More than 80 percent of individuals between the ages of 18 and 24 said they would share health information through social media channels and nearly 90 percent said they would trust information they found there. (…)
The study indicates that there is a strong need for healthcare companies to get more social media savvy and by doing so they can not only connect with their customers, but also boost their business and improve their services.
Swati. April 22, 2012. Healthcare companies are lagging behind customers on social media. Buzzom. Available from: http://www.buzzom.com/2012/04/healthcare-companies-are-lagging-behind-customers-on-social-media/. [Accessed on 23rd of April 2012]