Health Research Institute

Social media "likes" healthcare: From marketing to social business

Liking, following, linking, tagging, stumbling: social media is changing the nature of health-related interactions.

How are some of the largest healthcare companies using social media? Adopters in the health industry tell PwC that despite concerns about integrating social media into data analytics and measuring its effectiveness, they are incorporating social media into their business strategy.

Percentage of consumers viewing health information through social media

Source: PwC Health Research Institute social media consumer survey, 2012

Health industry implications

Business strategies that include social media can help health industry companies to take a more active, engaged role in managing individuals’ health. Social marketing can evolve into social business with the right leadership and investment of resources. Organizations should coordinate internally to effectively integrate information from the social media space and connect with their customers in more meaningful ways that provide value and increase trust. Insights from social media also offer instant feedback on products or services, along with new ideas for innovation. Organizations that can incorporate this information into their operations will be better positioned to meet the needs of today’s consumers. 

Published 05/17/2016

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