Social Media and the Pharmaceutical Industry.

Social media participation drives a more engaged patient according to a new study from marketing services leader Epsilon. According to the study, among Internet users, product/health websites are as important as health care provider interactions when it comes to gaining relevant health information. In addition, consumers are finding comfort and answers through their social media interactions.

The survey of 1350 consumers in the US uncovered a number of insights into the role of pharma in the online and social media communities.

In the key findings from Epsilon’s nationwide survey:

* 40% of online consumers use social media for health information (reading or posting content), but frequency of engagement varies widely;

* Individuals who use healthcare social media fall into two broad groups; the highly engaged patient who takes an active role in health management (80%) versus individuals who lack confidence to play an active role in their own health (20%). Social efforts must address these two audience types with very different needs;

* Consumers engage with healthcare social media for both rational and emotional reasons:

* Emotional needs are primary. Many healthcare social media users want reassurance, support, and a sense of intimacy from people who are going through a similar experience;
* Rational needs are secondary, but also important. Social media users are searching for foundational information about their specific conditions and symptoms, information about drugs and supplements, and the latest health news

* Lack of participation in social media is both a time and trust issue:

* Reliance on a doctor’s advice was the most commonly cited reason;
* Other consumers said they don’t have the time to use social media, or simply don’t trust the information they find;
* These answers reflect a perfectly reasonable response to the investment of effort required by users to identify the relatively few credible voices in today’s healthcare social space;

* Third party health-related sites are the most important destinations for both social and editorial content, but their level of credibility varies;

* Many people have mixed feelings about how pharmaceutical companies should participate in websites and social media—but most are open to some level of participation, as long as it is transparently disclosed;

* Endorsements by government and non-profit organizations, such as the American Diabetes Association, the FDA and third-party watchdog groups, would add credibility to social content.

“Our research shows that social media is a valuable forum for patients to discuss their health issues and concerns while connecting with others facing similar circumstances. This participation provides reassurance and intimacy, and many of the individuals who are highly engaged in social media feel better equipped to manage their health,” said Mark Miller, senior vice president, Epsilon Strategic & Analytic Consulting Group.

Miller added, “The important question is how can pharmaceutical companies get involved in the dialogue without disrupting the conversations taking place? One way is by joining forces with nonprofit organizations, regulators and other third parties. We are finding that consumers are open to this type of participation as long as it is clearly disclosed and provides impartial validation of information posted by other users.”

To download report CLICK on link below:
http://www.epsilon.com/Download-Request-Form/p54-l1?pdf/EPS_Pharma_Report_040710b.pdf>