Healthcare companies may be underutilizing social media

Posted on: Wednesday, April 18, 2012

A new study confirms the benefits that can be derived from insurance prospecting through social media, which relatively few providers are taking advantage of.

According to PricewaterhouseCoopers report, "Social Media Likes Healthcare: From Marketing to Social Business," eight in 10 healthcare companies had a presence on websites like Twitter, Facebook and LinkedIn. However, community websites used these sites far more frequently, as they had 24 times more social media activity.

Kelly Barnes, health industries leader at PwC, noted healthcare companies should view the survey as an opportunity they can take advantage of.

"The power of social media for health organizations is in listening and engaging with consumers on their terms," said Barnes. "Social media has created a new customer service access point where consumers expect an immediate response."

She added that health organizations ought to view social media as a business strategy more than a marketing tool, as it's an avenue in which they can better respond to their clientele and engage their customer base.

Among other findings, the survey discovered that 33 percent of consumers used social media for health-related subject matters, such as finding more information about a particular condition or discussing their views about the healthcare system in general.

Posted In: Insurance News, Utilizing Social Media

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