A monumental shift is taking place in how people get healthcare and medical information. These changes are so profound that ignoring them could upend healthcare providers.
Consider this: a 2009 Pew Research Center study, The Social Life of Health Information, finds that 61% of American adults look online for health information. There’s even a new term for these folks: e-patients. 20% of e-patients use social networking sites and websites that foster participation with medical professional and patients
This PEW research study is just chock full of insight on how behavior is shifting to favor Internet sources for all types of health-related learning and decisions. It’s a must-read for healthcare executives and marketers.
There’s also plenty of anecdotal information pointing to the growing popularity of the Internet for healthcare information:
- iPhone Apps – such as: WebMD Mobile, GivUp, Natural Cures, Eat This, Not That! and my favorite — Am I Pregnant Quiz
- Audio Podcasts – such as: Nutrition Diva, More Attention — Less Deficit, SCCM Podcast — iCritical Care
- Video Podcasts – such as: Oprah’s Health & Wellness, Good Morning American Health, Health Matters at Work
- Websites & Blogs – such as Patients Like Me, or Booster Shots
- Social Networking Sites – such as Daily Strength, or eHealth Forum
- Rating & Review Sites – such as MDJunction, or Health Grades
These represent a small fraction of the endless channel opportunities that include YouTube, SlideShare and more. Clearly the Internet is becoming “a contender” for healthcare marketing resources.
Opportunity abounds — particularly if your competitors have not yet caught up with this shift. Healthcare marketers should be giving the numerous online channels serious consideration in their marketing strategy, budgets and plans. Indeed, Internet Healthcare Marketing is becoming a matter for all healthcare executives to embrace.
