Bob Navarro, PsyDMedical Media Services909.489.3545 2011

Social Media & Healthcare Communications:Attracting and Retaining New Audiences

Of 74% of adults who use the internet:

80% of internet users have looked online for information about any of 15 health topics such as a specific disease or treatment. This translates to 59% of all adults.

34% of internet users, or 25% of adults, have read someone else’s commentary or experience about health or medical issues on an online news group, website, or blog.

18% of internet users, or 13% of adults, have gone online to find others who might have health concerns similar to theirs.

16% of internet users, or 12% of adults, have consulted online rankings or reviews of doctors, hospitals or other medical facilities.

25% of internet users, or 19% of adults, have watched an online video about health or medical issues.

24% of internet users, or 18% of adults, have consulted online reviews of particular drugs or medical treatments.

Of those who use social network sites (62% of

adult internet users, or 46% of all adults):

•23% of social network site users, or 11% of adults, have followed their friends’ personal health experiences or updates on the site.

The social life of health information is robust. The online conversation about health is being driven forward by two forces: 

1) the availability of social tools and

2) the motivation, especially among people living with chronic conditions, to connect with each other.

14% of social network site users, or 6% of adults, have raised money for or drawn attention to a health-related issue or cause.

Some 87% of smartphone owners access the internet or email on their handheld, including two-thirds (68%) who do so on a typical day.

When asked what device they normally use to access the internet, 25% of smartphone owners say that they mostly go online using their phone, rather than with a computer.

The use of non-voice data applications on cell phones has grown dramatically over the last year. Compared with a similar point in 2009, cell phone owners are now more likely to use their mobile phones to:•Take pictures—76% now do this, up from 66% in April 2009•Send or receive text messages—72% vs. 65%•Access the internet—38% vs. 25%•Play games—34% vs. 27%•Send or receive email—34% vs. 25%•Record a video—34% vs. 19%•Play music—33% vs. 21%•Send or receive instant messages—30% vs. 20%

The internet is now deeply embedded in group and organizational life in America. A new national survey by the Pew Research Center’s Internet& American Life Project has found that 75% of all American adults are active in some kind of voluntary group or organization and internet users are more likely than others to be active: 80% of internet users participate in groups, compared with 56% of non-internet users. Moreover, social media users are even more likely to be active: 82% of social network users and 85% of Twitter users are group participants.

“One of the striking things in these data is how purposeful people are as they become active with groups,” noted Kristen Purcell, the research director at Pew Internet and co-author of the report. “Many enjoy the social dimensions of involvement, but what they really want is to have impact. Most have felt proud of a group they belong to in the past year and just under half say they accomplished something they couldn’t have accomplished on their own.”

Healthy Traits for a Healthcare Website

• Change implies interest and movement …add to your website at least once or twice a week.

Correct /change phone numbers and locations as they happen.

• Add interesting photos and edited videos. Choose video guests carefully to avoid monotonous presentations. Limit use of multimedia, animation, and Flash to appropriate areas as these can slow down a site and frustrate viewers. Use clear, sharp photos. Employ a Social media site for photos and videos.

• Tell your audience about the positive attributes of your organization, but don’t add ad nauseam. Rather, ask them how they think you are doing!

• Use a good color scheme to enhance readability. Leave white space for the eyes to rest –

a crowded page is more difficult to read.

• Speed, speed, speed; pages should load within 8-15 seconds.

• Don't "bloat" pages with too much text or graphics.

• Review visitor statistics often . Answer inquiries promptly.

• Use a consistent navigation so the user can easily traverse the site.

• Create an accompanying Social Media profile. Update frequently.

• KIS (Keep It Simple) – Start with a finite scope, and add to the website after a few months

of service. In the world of web, often "less" is "more“. 

You snooze, you lose!

Resources

Pew Internet and American Life ProjectWashington, D.C.

Princeton Survey Research Associates

Mobile Health 2011 Conference

Institute for Healthcare Advancement

National Institute of Health (NIH)

Contact Bob Navarro / Medical Media Services 2011

909-489-3545www.medicalmediaservices.weebly.com