Health And Social Media
Health And Social Media
Health And Social Media
's the most talked about topic on the Net, which is why any institution with a vested interest in health should have a social media presence
A recent survey by Synthesio looked at the 10 most talked about topics on the Net, and generated some interesting and potentially valuable results. The survey tracked over 200 million conversations across 17 countries in a three-month period and discovered that the top 10 was as follows:
1. Health: 14%
2. Games: 13%
3. Auto and motor: 10%
4. IT and tech: 9%
5. Sports: 8%
6. Home and recreation: 8%
7. Music: 4%
8. Cinema: 3%
9. Love and family: 3%
10. Women: 3%
As well as demonstrating how social media can be used to track societal trends and priorities, the survey reveals just how big a presence health has in online conversations and, by extension, how many opportunities exist in the social media space for major healthcare brands.
The Dr. Google' phenomenon
The Internet is currently something of a minefield where health is concerned. Driven by embarrassment, a negative impression of the health system or simply by a well-intentioned (but often misguided) wish not to bother' a doctor, an increasing number of people are turning to Dr. Google' for advice.
The Net provides a veil of anonymity that facilitates the exploration and discussion of more sensitive or personal health issues. But while self-education is positive in theory, it is fraught with pitfalls where health is concerned, particularly in the absence of medical tests, confirmation from a doctor or a face-to-face consultation.
Bridging the gap
To counter Dr. Google' and reduce the likelihood and associated dangers of misdiagnosis, healthcare professionals in France have turned to social media channels.
Doctissimo is staffed and run by healthcare professionals and is now the largest online forum in France, receiving eight million unique visitors to its website each month and promoting itself on Facebook, Twitter and its own YouTube channel.
Its domestic success has led to Spanish, Italian and English incarnations and is an excellent example of the way sound medical advice, as well as important information on general health and wellbeing, can be delivered. While Doctissimo still recognises that a definitive diagnosis can only be provided in person by a medical professional, its approach is far superior to accepting an anecdotal diagnosis from Answers.com or some other non-professional forum.
Big Pharma' and social media
The Doctissimo approach lends itself to the pharmaceutical industry. Often vilified in the traditional media and operating under necessarily strict advertising controls, Big Pharma', like the Big Banks', suffer from a negative social impression that can be countered with an appropriate social media strategy.
Online communities can personalise brands, while focused blogs and forums allow companies to listen to and engage directly with their customers. Similarly, condition-specific websites such as www.mychoice.net.au that feature targeted content carefully written to comply with the governing Code of Conduct help demonstrate that, contrary to popular perception, pharmaceutical companies are committed to helping people.
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