Millennials are the most coveted demographic target group today among healthcare marketers. According to the Center for Marketing Research at UMass Dartmouth, millennials have a combined purchasing power of approximately $2.45 trillion worldwide. That is considerable clout, which is why brands and marketers continue to pursue this group.
A majority of your patients’ healthcare decisions are influenced by social media.
1 in 3 American adults have used the web to figure out a medical issue. (source Pew Research Center study)90% of respondents from 18 to 24 years of age said they would trust medical information shared by others on their social media networks. (source: Search Engine Watch)53% of 18 – 24 year olds, and 49% of 25-44 prefer social media for healthcare reviews (source: PWC Scoring Healthcare)48 percent of respondents said they have read healthcare reviews Among those who have read healthcare reviews, 68 percent said they have used the information to select a doctor, hospital and to a lesser extent, a health plan, pharmacy and drug or medical device. (source: PWC Scoring Healthcare)
“Social” Already Influences Patient Decisions
In fact, they’re already using it to “shop around” for the best physicians, hospitals, and practices.
41% of people said social media would affect their choice of a specific doctor, hospital, or medical facility. (source: Demi & Cooper Advertising and DC Interactive Group)51% of patients say they’d feel more valued as a patient via digital health communications (source: Televox)41% of people said social media would affect their choice of healthcare provider (source: Demi & Cooper Advertising and DC Interactive Group)More than 40% of consumers say that information found via social media affects the way they deal with their health. (source: Mediabistro)
Patients Want Healthcare to Engage
The good news is that patients want healthcare organizations to help them make better decisions.
30% of adults are likely to share information about their health on social media sites with other patients, 47% with doctors, 43% with hospitals, 38% with a health insurance company and 32% with a drug company. (source: Fluency Media)60% of social media users are the most likely to trust social media posts and activity by doctors over any other group. (source: Infographics Archive)49% of those polled expect to hear from their doctor when requesting an appointment or follow-up discussion via social media within a few hours. (source: HealthCare Finance News)40% of people polled said information found on social media affects how someone coped with a chronic condition, their view of diet and exercise and their selection of a physician. (source: HealthCare Finance News)
Unfortunately, Healthcare is Not Responding
However the bad news is that healthcare practices are not seizing this golden opportunity.
Only 26% of all U.S. hospitals participate in social media. (source: Demi & Cooper Advertising and DC Interactive Group)Only 31% of health care professionals use social media for professional networking. (source: MedTechMedia)The average cost of a normal birth in California was $22,311 in 2010. (source: Childbirth Connection)No doubt that number has risen in the past few years. And what about the second or third child? The lifetime value of a patient or family in this case could be over a hundred thousand dollars for every doctor and hospital involved.
The marketing landscape for pharma has changed dramatically over the past decade as baby boomers and millennials begin to demand more healthcare information, better access and more personalised care.
With doctors, pharma would traditionally recruit, train and send out thousands of sales reps across every market. It was their job it was to help increase prescribing of their company's new drug by physically being in-front of primary care doctors, the majority of whom were male, middle-aged and career GPs.
Times, however, have changed - and this change has been nurtured by the advent of digital.
When talking to doctors today, pharma has had to completely re-evaluate its former sales model. Chris Boulton, director of marketing at AstraZeneca UK, tells PME Digital Doctors: “In general over the past ten years there has been a big transformation. Take the example of the demographic of the family doctor: we are now seeing more part-time GPs who are younger, female and working mums.
Daniel Ghinn highlights how the connected individual is able to influence the behaviour of pharma companies. By conventional measures of social media success, Ahava Emuna Lange is not a social media 'celebrity'. At the time of writing, she has 116...
At the offer of a play on the iPad in the anaesthetics nurse's hand, five-year-old William Deans instantly forgot his panic triggered by the sight of the operating theatre at Chelsea and Westminster hospital, calmly climbed onto the table and…
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