How Social Media Impacts Healthcare and How Physicians Interact with Patients

1. Social Media by the Numbers
If you want to connect with people and be part of their
community, you need to go where the community is.”
Ed Bennett, University of Maryland Medical Center
Unless otherwise indicated, the data used in this article is from “Social Media „likes‟ healthcare,
From marketing to social business” by the Health Research Institute of PWC.
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2. What is Social Media?
Definition
Adoption by Adults
Platform for interactions where
individuals and organizations can
interact, create, share, obtain and
exchange information and ideas.
According to Pew Research, 72%
of all online adults use social
media today. (May 2013)
Broad-based Social Media
Percentage of adults who use
social media sites by age group
Where any topic or idea can be
offered and discussed
(Facebook, Twitter, Pinterest)
Focused Social Media
Defined area or topic leading to
focused discussions
(Baby Center, Diabetic Connect)
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3. Examples of Social Media
Daily Strength
Patients Like Me
Baby Center
Facebook
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4. What about Healthcare Social Media?
Percentage of consumers that have used social media
45
40
35
42%
30
25
25%
20
15
20%
10
5
0
Read Health
Reviews by Others
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Post Their Health
Story
Joined a Health
Community
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5. RefluxMD – A Focused Social Media Site
Educational Content
Outreach
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Community
2-Way Communication
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6. Social Media to Build Brand
61% are likely to trust information from
providers posted on social media
Example: DeMeester Article
Implications for Physicians
With this type of impact and 72% of all
adults on social media, physicians can
benefit from blogs, articles and other
posts on social media sites. This will
educate consumers while enhancing
the physician’s brand in their
community. Content can include
- Articles
- Blogs
- Responses to questions
- Case studies
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7. Social Media to Change Behavior
45% of consumers said social media sites would
impact their decision to seek a second opinion
Example: BA Article
Implications for Physicians
Most consumers remain uneducated
about their chronic condition. All
physicians should view social media
as a value-added educational tool.
34% of all consumers said they have
accessed social media sites for
information about a specific procedure
or test.
41% use social media information to
select a hospital.
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8. Social Media – Managing Patients
40% of consumers said social media sites affect
how they cope with their chronic condition
Example: Diet Article
Implications for Physicians
As the Affordable Care Act takes hold,
one emerging reimbursement factor
will be based on outcomes. Many
expect to see penalties for lack of
sustainable results.
When patients are not in the office, it
is difficult for physicians to manage
those outcomes. Social media is
expected to be an important tool
connecting physicians and patients
and impacting those results.
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9. Social Media – Reaching New Patients
41% of consumers said that they would use
social media to select a physician
Example: Physician Page
Implications for Physicians
Especially from “trusted” web
sites, connecting with physicians via
social media is important for online
consumers to learn more about
potential physicians and make a
decision to engage them.
The more quality information that is
available about a physician, including
“personal” or “human” factors, is
beneficial to consumers as they make
their physician choices.
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10. Social Media – Value Add Services
Consumers are making it clear about what
services they expect from social media
Example: Dr. Appointment
Implications for Physicians
Physicians should take note of the
online services that consumers are
seeking today from healthcare social
media sites:
- 72% - Make a physician appointment
- 71% - Appointment reminder
- 70% - Access to specialists
- 69% - Post treatment support
- 68% - Treatment reminders
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11. Healthcare Social Media – Summary
The Impact of Social Media is Growing in Healthcare
In 2005 only 5% of all adults used social media, by 2011 it was 50%
and today it is in excess of 70%. Healthcare has been slower than
most industries to adopt social media, but PWC estimates that 1 in 3
adults use healthcare social media sites – and it continues to increase.
Social Media for Physicians is a Game Changer
Social media, when effective, will establish a physician’s brand and
connect him/her with those in need of their services. With increased
deductibles, more consumers will “shop” using social media sites.
Social Media will Expand the Physician’s Role with Patients
Social media is shaping patient encounters with physicians and that
impact is expected to increase significantly. Extending the patient
experience will foster existing patient relationships and improve
patient outcomes, especially for long-term chronic conditions.
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