Despite Adoption of Social Media in Other Industries, Healthcare Lags Behind

Annual survey of Internet users shows continued slow adoption of Web 2.0 in healthcare

SILVER SPRING, MD (March 2, 2010) – A survey conducted by leading social media marketing and public relations firm Strategic Communications Group (Strategic) illustrates that despite almost all respondents utilizing the Internet for medical and healthcare information, the adoption of social media among the healthcare community remains woefully behind. However, it’s showing some signs of improvement.

This is the second annual survey conducted by Strategic via social networks to gauge the adoption of social media in the healthcare space. This year’s survey results show that all but 1 respondent has at least occasionally searched for healthcare and medical-related content on the Internet. Despite the fact that people are increasingly turning to the Internet for healthcare information, approximately ninety-two percent of the respondents felt that the healthcare industry, as a whole, is not effectively using social media to communicate, share information and engage with consumers. The prognosis is not entirely negative, however, as the ninety-two percent response signals a 4 percent decrease from last year’s survey.

Not all members of the healthcare community are as far behind as others, however. According to respondents, pharmaceutical companies, patient-focused support groups and government healthcare agencies represent segments of the healthcare industry that are superior in efforts to communicate, share information and engage with stakeholders and patients. Healthcare providers and insurers received the least votes for their efforts to engage with patients via social media platforms.

“Last year we conducted our first social media in healthcare study to gauge how Web 2.0 and social media users felt about how new online communications, networking and relationship-building tools were being used to disseminate information relating to the single most important thing to them – their health,” said Marc Hausman, CEO of Strategic. “Our second annual survey shows that despite slight improvements in social media adoption in the healthcare market, the industry as a whole is failing to utilize these powerful tools to connect with consumers.”

About Strategic Communications Group
Strategic Communications Group, Inc. (Strategic) is the only public relations consultancy of its size with an extensive track record helping the world’s largest and fastest growing technology, software, telecommunications and healthcare organizations achieve measurable return from social media marketing programs.  The agency’s client roster includes respected brands like BearingPoint (now part of Deloitte LLP), British Telecom (BT), Inmarsat, Microsoft, Monster, NeuStar, Sun Microsystems and TANDBERG.

What differentiates Strategic is its sales-oriented approach to social media engagement, and proven ability to leverage all of its industry connections and market relationships to identify sales, partnership, employee recruitment and financial/M&A opportunities for its clients.  For more information about the agency, visit http://www.gotostrategic.com.