As social media revolutionizes our personal lives, it is equally important to consider what role it can and will play in how patients learn about and choose your services. With so many health-related options available, new patients are often reliant on online reviews, social media profiles and posted patient comments to help them distinguish between providers. Yet, the exact extent to which a health care provider’s social media presence plays in the decision making process can be somewhat challenging to quantify.
In a recent nationwide survey, Response Mine Health asked consumers a simple question, “When choosing a hospital or healthcare provider, will their social media presence be important to you?” The results of this online poll are shedding important light on the influence a healthcare provider’s social media presence can have across various age groups and demographics.
The analysis of this survey can serve to be an eye-opening lesson for both hospitals and healthcare providers looking to attract new patients.
Researchers found that:
- Over 53% of respondents acknowledged that a healthcare provider’s social media presence is important.
- Consumers between the ages of 18 and 44 are more likely to seek out social media profiles before choosing a healthcare provider.
- Women are more likely to “definitely” review the social media profiles of healthcare providers before contacting them.
- Only 1 out of 10 consumers answered that a healthcare provider’s social media presence was “definitely not” important.
Upon further analysis, researchers found that consumers over the age of 75 were more likely not to find social media presence as being an important factor when choosing a healthcare provider. For this demographic, other factors are likely to have more weight on their decision such as cost, proximity to their home, referrals from family members, specialization in care, etc. Since social media has become such an integral part of how we interact with each other, it is no wonder that consumers are now extending social media’s influence into their healthcare decisions.
When polled, marketing professionals in the healthcare industry are also well aware of this growing trend. In fact, 64.3% of hospital marketing managers acknowledge that social media profiles play a critical role in the decision-making process for new patients.
In addition, according to Google Think Insights’ year-to-year analysis, traffic to YouTube channels and hospital social media sites has increased by 119%. As more hospital and healthcare providers go online to attract patients, this trend is likely to continue well into the next decade. The key for providers will quickly shift to not only just having a social media presence but instead, how it can be expertly leveraged to communicate their unique patient experience and service offerings.
For the marketing-savvy healthcare provider, this represents an amazing (and affordable) opportunity to find new and more convenient ways to connect with former, current and new patients.
Are you ready to maximize your social media presence, but not sure how?
Response Mine Health can partner with you to establish leading online and social media profiles designed to highlight your services and attract new business. If your social media presence is not up to par, you could be losing out on business.
Contact us today.