Why health marketers should embrace social platforms

Health marketers may get an unexpected boost from social networking platforms. That is the word from a recent iCrossing report which indicates that the Internet in general and social hubs in particular may be a big influence over consumer decisions when it comes to their health care, health planning and health research.

by Kristina Knight

When it comes to researching health conditions 59% of those surveyed for the report said the Internet was a favorite destination, 55% said they contacted their doctors and 29% asked friends, family or co-workers.

About 66% of users choose a general search for health information. Meanwhile 34% of those using the Internet choose social networking hubs to find out more about certain conditions and/or treatment options. Online forums and Wikipedia are the preferred destinations and the 18-34 age group is most likely to engage with others about health problems via social networks.

What this means for health marketers is that creating a social space where consumers can connect with one another to learn more about a disease, illness or condition is smart marketing. A branded micro-site with forums, for example, would allow consumers the connection and information they crave while at the same time advertising specific products or services.