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Research Outline
Prepared for Jeremy T. | Delivered January 7, 2020
Social Media Trends - Healthcare
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Goals
To have an analysis of social media trends in the healthcare industry and, further, what to expect from social media in 2020 surrounding healthcare. Specifically to have 5 of the top social media trends in healthcare and why each of them matters.
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Early Findings
General Findings
Healthcare social media marketing has come a long way over the past six years. In fact, in
2013
a survey found that
fifty-nine percent
of professionals that worked in hospitals were blocked from using social media. Fast forward to 2020, and
healthcare organizations
have frequently and consistently used
social media
to engage with their communities, recruit employees, and increase patient satisfaction.
According to
this study
,
91%
of participants said online communities play a role in their health decisions. The same study reported that
87%
of the study participants said they shared health information via Facebook posts, and
81%
said they share health information via Facebook Messenger. It is safe to say that social media marketing for healthcare presents a unique opportunity to connect with patients, physicians, and the wider community.
Convince & Convert identified common trends across social media marketing from the top U.S. hospitals. A
free download
of the 20-page report can be accessed
here
. Convince & Convert reviewed all Facebook, Instagram, Twitter, Pinterest and YouTube public posts from January 1 – March 31, 2019, by 54 of the top U.S. hospitals, as determined by bed count and the 2018–19 Best Hospitals Honor Roll. They used
Rival IQ
for content aggregation and in-depth competitive analysis of all 54 hospitals’ social media efforts. They gathered insights into how hospitals use private messaging by directly interacting with hospital Facebook pages through Messenger.
T
h
e
y
also ranked thee Top 20 Hospitals in Social Media based on a ranking score that includes Audience Size, Engagement, Engagement Rate Per Post and Total Posts.
Benefits of Social Media in Healthcare
“Health care systems must provide trusted information on immunization, flu virus, therapy, ebola, you name it.” So says
Michael Yoder
, the social media consultant for
Spectrum Health
. Social media is a key way to get that information to the public.
More people now get their news from social media
than from newspapers
. That makes social a key place to share breaking information. It’s a perfect platform for critical instructions during a health crisis.
Typhoon Mangkhut hit the Philippines in September 2018. As it approached, the
World Health Organization
turned to its social channels. The organization posted infographics about staying safe during and after the typhoon.
“Social media offers advantages over traditional data sources, including real-time data availability, ease of access, and reduced cost. Social media allows us to ask, and answer, questions we never thought possible.” So wrote professors Michael Paul and Mark Dredze in their book,
Social Monitoring for Public Health.
Social Media Trends in Healthcare
Video is Important
Video
is turning out to be the main source of content for many brands. In fact,
Cisco projects
that eighty percent of online traffic will be driven by video content by next year.
Harvard’s T.H. Chan School of Public Health posts
live broadcasts
on their
Facebook
page regularly. Medical supplies company
Avacare Medical
routinely posts videos on their Facebook
p
a
g
e
that features educational or uplifting content.
Video
will continue to drive traffic and engagement in the
health care industry
for the foreseeable future. Under the fourth point in this
source
, a particularly effective
type of video
for healthcare marketing is testimonials from patients and staff shared on social media.
Dr. Zubin Damania is better known on social as
ZDoggMD
. His fun social videos counter untrue and irresponsible health claims. He has built a community of more than a million followers on his Facebook page.
More Focus on Patient Communities and Groups
Caregivers and patients are creating and engaging with content at high rates. Patient groups and communities have 24 times more social media activity than health industry companies, according to
PwC.
Patients routinely use
social media
to read reviews, gather information, share reviews and post about their own personal experiences.
Social media
can provide value to patients and health industry companies.
A
study
published in Surgery found that in a Facebook support group created by surgeons for liver transplant patients,
95%
of members reported the group having a positive impact on their care.
Nearly
40 percent
of young people (ages 14 to 22) have used online tools, to try to connect with other people who have similar health challenges. That includes
social media groups.
Facebook groups are also a great place for healthcare professionals and patients to interact. Those interactions can include patient support and education.
One study
is evaluating if a Facebook group for coronary heart disease patients can increase participation in cardiac rehabilitation.
Influencer Marketing Will Continue to Surge
Over
90%
of healthcare marketers who use an
influencer strategy
say that this is a
successful way
to connect with new patients or improve engagement with existing patients.
Influencer marketing, according to a Nielson survey, offers
11 times the ROI
. More than
40%
of consumers say that the information they find on
social media
affects the way they take care of their health.
These
healthcare influencers
have developed massive audiences online that swears by their recommendations.
Messaging Apps and Chatbots Continue to Improve Patient Service
There are more than
100,000 active bots
on Facebook’s Messenger platform every month. Businesses exchange nearly 2 billion messages with their target audiences each month. There are more than
150 health chatbots
on Facebook alone. Some
a
n
s
w
e
r
general health questions, while others provide mental health support. Other bots are designed to help users reach their fitness and nutrition goals.
Consumers prefer to interact with businesses via social media, according to
SproutSocial,
which found that
34.5%
of consumers prefer social media. Just
16.1%
preferred to interact via telephone, and
5.3%
preferred in-person contact.
Summary Of Our Early Findings Relevant To The Goals
Our first hour of research provided some insights surrounding what to expect from social media in 2020 for the healthcare industry. That can be viewed under the headers titled "General Findings" and "Benefits of Social Media in Healthcare".
We also provided 4 social media trends in healthcare, though we did not have time to evaluate whether they were in the top most mentioned, though from our initial hour of research and based on the sources we found, they seem to be as all four are mentioned quite frequently.
As top was not defined for us, we assumed that it will mean the trends most mentioned. If that is not correct, that should be clearly communicated to us in any reply.
Please select one or more of the options provided in the proposed scoping section below.
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