According to an IMS report on social media Wikipedia is the leading single source of healthcare information for patients and healthcare professionals. Wikipedia is used throughout the entire patient journey, not just at the point of treatment initiation or change in therapy and the correlation between Wikipedia use and medicine use can be identified for a large number of disease areas. Facebook who?
KEY TAKEAWAY: Patients and caregivers want to better understand chronic health conditions and, more importantly, what to expect when evaluating different treatment options. With the increase in “fake news” pharma companies have an opportunity to really engage their audience if they can think beyond “what’s the ROI?”.
If you search the Web you’re going to find a lot of statistics on social media and health, but what you’re not going to find is how and why people are using social media for health. The truth is we really don’t know how consumers are using social media when it comes to making health choices. There is a lot of work, research, to be done, but according to Kelton only 6% of visits to a pharma site were from social media. However, here are some reasons to even question that data point.
KEY TAKEAWAY: False information is a problem with social media so much that Facebook is trying to stop false news stories at the sources. But what about all the bad information when it comes to healthcare? In most cases, it’s consumers who are left to sort out what is true and what is false, but we all suffer when it leads to a patient not getting help on a small problem that can lead to a huge medical issue.