Study Shows Social Media's Impact On The Healthcare Industry
A survey was recently released by Ad-ology detailing how social media impacted consumers’ decisions when selecting a healthcare provider. The survey pointed out that ages 25-34 were most impacted by social media, while the 55 and older group still cited newspaper and direct mail as the leading influence.
You may think because of these findings hospitals should focus on print and direct mail because older people are more likely to need to visit a hospital. This may be true, but the study cites social media as a core influence for the other major group that hospitals compete for maternity patients. I recommend reading the full survey results, but this like other research points to a need for an integrated marketing approach that combines both traditional and social media.
Great insight. One other factor we have considered when working on PR projects with health care clients is that typically, there is a younger decision maker involved with older patient health care. This may be a son, but is often a daughter – and that age group is heavy into online research.
That is absolutely true about sons and daughters supporting their parents healthcare needs — and they/we will do our homework. When it comes to medical care doing research for yourself, your children and parents is common with all those I know.
An integrated campaign seems like the best approach to reach these key target audiences.
Interesting. I think that for healthcare word-of-mouth also carries a lot of influence – people are always more comfortable going to a facility that others have had positive experiences at.
Study shows social media’s impact on the healthcare industry http://idek.net/9CP by @ kbodnar32
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