US social media activity in health care viewed by PwC

Social media is changing the nature of health care interaction, and health organizations that ignore this virtual environment may be missing opportunities to engage consumers, according to a new report by the Health Research Institute (HRI) at PricewaterhouseCooper (PwC) US titled, Social media likes healthcare: From marketing to social business.

The report found that social media activity by hospitals, health insurers and pharmaceutical companies is miniscule compared to the activity on community sites. While eight in 10 health care companies (as tracked by HRI during a sample one-week period) had a presence on various social media sites, community sites had 24 times more social media activity than corporate sites. The finding holds significant implications for businesses looking to capitalize on social media opportunities.

"The power of social media for health organizations is in listening and engaging with consumers on their terms. Social media has created a new customer service access point where consumers expect an immediate response," said Kelly Barnes, US Health Industries leader, at PwC, adding: "Health organizations have an opportunity to use social media as a way to better listen, participate in discussions and engage with consumers in ways that extend their interaction beyond a clinical encounter. Savvy adopters are viewing social media as a business strategy, not just a marketing tool."