Zeno Group Blog

I’ve been working in digital media for a couple of years now, though I don’t pretend to be an expert in health care.  Social media marketing in health care is a whole different world than pure consumer categories, and with all the rules and regulations set forth by the FDA it’s no wonder why so many health care companies are hesitant to dip their toes in the murky waters.

A few weeks ago, I attended a Health Care Social Media Webinar, presented by WOMMA, and was intrigued by the discussion that took place.  The conversation centered on the pros and cons of engaging directly with patients online, as well as applying guidelines for health care and pharmaceutical companies to current social media marketing tactics (a topic that has been hotly debated for some time).  The bottom line is, at this point no one knows the rules yet, and it’s a scary place for some companies in the health care industry.  But for many, social media is becoming a reality however good or bad that may be, thus they must take the initial steps to understand it and eventually incorporate it into their overall business strategy.

Despite moderating and reporting adverse events, or sticking to the Fair Balance “one click” rule, social media presents some exciting opportunities for health care and pharmaceutical companies, as well as everyday consumers seeking health information.  Patients and anyone interested in health are more empowered than ever.  Web 1.0 fostered patient education through the presentation of new content, and now Web 2.0 allows the opportunity to engage directly with companies.  Hospitals and pharma companies have spent millions of dollars in years past trying to push their messages out to consumers, with mediocre results at best.  Today, social media allows them the opportunity to reach their core audience directly and have a conversation with them.

A 2008 report published by the California HealthCare Foundation maintained that Web 2.0 puts the power back into the hands of the consumer, but I don’t know if I completely agree with that statement.  In fact, I think it’s a nice balance of power between the two parties.  Consumers have always had the potential to be empowered; however, I think social media truly empowers the health care companies who are trying to reach and engage with people in a meaningful way.  From finding distinct groups of people to recruit for clinical trials to mining social networks for valuable customer feedback to discussing hot topics that affect health care companies as a whole, patients are finally willing to listen to what they have to say.  Social media allows all parties involved in health care, from doctors to pharma companies to patients, to engage in a meaningful, direct conversation; the next step for health care companies is learning to navigate the hurdles presented by FDA regulations in order to truly engage.

This entry was posted on Friday, August 28th, 2009 at 9:03 pm and is filed under Healthcare . You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.