Social media “likes” healthcare: From marketing to social business

Social media is changing the nature and speed of health care interaction between consumers and health organizations. This in-depth HRI report dives into what some of the largest health care companies are doing in and with social media. The report's findings are based on a survey of more than 1,000 consumers and 124 health care executives. Click below to see a snapshot of social media activity on community sites and health company sites.

Snapshot of a week in social health
Snapshot of a week in social health

Week in the life of social health

This snapshot found that community sites had 24 times more social media
activity on average than any of the health industry companies.

Community snapshot: A patient community posted a question to members: "When do you deliver your baby? - early, late or on time?" and received 61 likes, 766 comments

Provider snapshot: A provider used quizzes to engage its members. A quiz about Vitamin D had 35 likes, 3 shares, 36 comments

Insurer snapshot: An insurer gained new members by hosting a contest to reach its 15,000th-page like. The contest posted 321 likes, 5 shares, 16 comments

Pharma snapshot: A pharma manufacturer alerted members about a product recall which resulted in 12 likes, 47 shares, 12 comments

Scroll down to explore an interactive graphic on how different consumers use social media for health-related issues.

Demographic influence on consumer social media activity

Click below to see consumer attitudes and behaviors about social media in healthcare.

Select demographic

  1. All
  2. Male
  3. Female
  1. All
  2. 18-24
  3. 25-34
  4. 35-44
  5. 45-54
  6. 55-64
  7. 65+
  1. All
  2. No college
  3. College or graduate
  1. All
  2. < $25,000
  3. $25,000-$49,999
  4. $50,000-$99,999
  5. $100,000+
  1. All
  2. Individual health insurance policy
  3. Employer - sponsored (HMO, PPO)
  4. Medicare
  5. Medicaid
  6. Other (Tricare, Veterans Health)
  7. Currently have no health insurance

Select a question

Click data bar to compare to all respondents



Source: PwC HRI Social Media Consumer Survey, 2012

* HRI surveyed 1060 consumers; selected demographics may result in smaller sample sizes

Look for papers, articles, and case studies. See all thought leadership.