Manhattan Research released findings from a study that confirmed what many of us in communications know to be true - online channels have significantly more influence over consumer health decisions and actions than traditional channels like print, T.V. and radio . Even more interestingly, the study claimed that editorial content still has significantly more influence on consumer health actions than various forms of social media, reinforcing the need for a compelling story if you want your messages to resonate with your most influential audiences.
But the continuing mass migration online (more than half of adults under the age of 65 now search the Internet for health information) presents powerful opportunities to influence the consumer experience, one of the last areas where companies can truly differentiate themselves among increasingly discerning and information savvy audiences.
Increasingly, successful communications programs will keep the customer experience front and center by fostering meaningful engagement whether that means real time feedback, nimble customer service or relevant education and content that help patients navigate the many choices they need to make throughout the continuum of their treatment and disease management process.
Ultimately, consumers will demand more and better when it comes to health information. The very technologies that allow consumers to instantly access volumes of data and then share and digest it within their trusted online communities will only continue to fuel a desire to hear from the experts.
So as we begin to observe the health care industry dipping a small toe into the "two-way" frontier, companies need to consider upfront what they are trying to accomplish (which obviously will require a good deal more than launching a Facebook page without marketing it, or establishing a Twitter handle without including the name of a real person). They should clearly define their values and develop a content strategy where they assume that their information will go viral. And finally, organizations should aim to create consistent activity to reinforce their role as a trusted provider of health care information.
In the absence of a tried and true formula, the prudent approach is to start small. We predict companies that demonstrate value and commitment to their consumers even in small doses initially, will be rewarded.
Tags: hcsm, healthcare, online, Technology
