PwC Thought Leadership on Social, Mobile, Analytics, Cloud (SMAC)
Section 1: Social
(i) Consumer Activity on Social Media Sites Dwarfs that of Health-Care Companies, Finds New PwC Study on Social Media in Health Care
April 17, 2012
Social media is changing the nature of health-care interaction, and health organizations that ignore this virtual environment may be missing opportunities to engage consumers, according to a new report by the Health Research Institute (HRI) at PwC US titled, “Social Media Likes Healthcare: From Marketing to Social Business.” The report found that social media activity by hospitals, health insurers, and pharmaceutical companies is miniscule compared with the activity on community sites. While 8 in 10 health-care companies (as tracked by HRI during a sample one-week period) had a presence on various social media sites, community sites had 24 times more social media activity than corporate sites. The finding holds significant implications for businesses seeking to capitalize on social media opportunities.
“The power of social media for health organizations is in listening and engaging with consumers on their terms. Social media has created a new customer service access point where consumers expect an immediate response.” —Kelly Barnes, U.S. health industries leader, PwC
(ii) Social Media “Likes” Healthcare: From Marketing to Social Business