If you hadn't noticed, healthcare is really doing a good job of embracing digital, especially social media. Hospitals, medical device and diagnostic companies and pharma have all jumped in. Now Healthcare Finance News is reporting that the Health Research Institute at PwC US has found that social media is impacting the business of healthcare in nine different ways. They are as follows (with my comments in italics):
- Communication is shifting to public, more open forums - Where being proactive matters
- Patients (or consumers) are taking a more active role in their healthcare - Understand their "digital" needs
- Increased access to information means patients are demanding more transparency - This means your marketing needs to work overtime, what are you really selling?
- More instant feedback can help both consumers and organizations - A win-win, but be mindful of the fact that instant does not always equal with quality
- Social information is impacting how and when patients select treatment and providers - So be active, participate and learn from others in the your space
- Social media allows for higher levels of trust -Take advantage of this opportunity
- Social media is evolving from a marketing tool into a business
strategy - Very important consideration as it changes how you approach
the medium
- Providers can use social media as an outcomes-based measurement - Very useful benefit that impacts both patient and provider
- Health insurers can use social media to help focus on population health - By positioning themselves as a patient advocate health insurers can learn a lot about patients and how their needs can be met through social media
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