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Study: Social Media Vital To Consumers Seeking Healthcare Information

by Gavin O'Malley, Yesterday, 4:16 PM

Amidst a crisis in national health care, consumers say health and related product Web sites are as vital to their well-being as physical interactions with health care providers. That's according to a new study of 1,350 consumers by direct marketing agency Epsilon, which found that 40% of online consumers use social media for health information -- reading or posting content -- while the frequency of engagement varies widely.

According to the study, individuals who use healthcare social media fall into two broad groups: the 80% who are highly engaged patients, and take active roles in health management; and the 20% who lack confidence to play an active role in their own health.

"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," said Mark Miller, an SVP at Epsilon's Strategic & Analytic Consulting Group.

Still, social marketing efforts must address these two audience types with very different needs, according to Miller.

Meanwhile, consumers engage with healthcare social media for both rational and emotional reasons. Emotional needs are primary, it found, as many healthcare social media users want reassurance, support, and a sense of intimacy from people who are going through a similar experience.

Although also important, rational needs are secondary, as social media users are searching for "foundational information" about their specific conditions and symptoms, information about drugs and supplements, and the latest health news.

"Participation provides reassurance and intimacy, and many of the individuals who are highly engaged in social media feel better equipped to manage their health," added Miller.

Lack of participation in social media was chiefly related to time and trust, according to the study, while reliance on a doctor's advice was the most commonly cited reason for not investing more in social media activity.

More than branded or corporate destinations, third party health-related sites were cited as most important destinations for both social and editorial content, according to respondents.

Furthermore, many people report mixed feelings about how pharmaceutical companies should participate in Web sites and social media, but most are open to some level of participation, as long as it is transparently disclosed.

Most consumers do feel that endorsements by government and non-profit organizations, such as the American Diabetes Association, the FDA and third-party watchdog groups, add credibility to social content.

"The important question is how can pharmaceutical companies get involved in the dialogue without disrupting the conversations taking place," said Miller. "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."

Among consumers and advertisers, a market for health-related online platforms certainly exists. And it's not only baby boomers visiting health and wellness resources online -- over 50% of young people ages 13-24 are accessing the same information, according to a study released late last year by Ypulse -- an independent media platform for youth media and marketing professionals -- along with nonprofit ISIS, young organization YouthNoise, and market research firm Peanut Labs.

What's more, the health care industry -- historically big advertisers -- continues to move a greater share of ad dollars online, according to recent data from The Nielsen Co.

For more information visit www.mediapost.com

NUMANTRA CLIENT MANEGAIT THERAPEUTIC HORSEMANSHIP BREAKS THROUGH ALL GOALS WITH 2009 GALA AT THE 'GAIT

Numantra, the Irving based marketing think-tank, is riding tall, celebrating a very successful second annual gala with their client, ManeGait Therapeutic Horsemanship. The 2009 Gala at the 'Gait was held on October 3, 2009 at the facility in McKinney, TX.

Founded by Bill and Priscilla Darling of Darling Homes, ManeGait is now in its second year of operations. Bill and Priscilla tapped the minds at Numantra from the very beginning to help build the overall brand, develop strategy, conceptualize their interactive presence, build the marketing materials library and develop fund-raising components, including the Gala at the 'Gait.

Last year's inaugural Gala set the stage and the theme. The Numantra team developed the name, designed the look of the Gala, Save-the-Date campaigns, invitations, continued communications, signage and scripted, developed and produced a video highlight for the event that had everyone reaching for tissue and ways to help. While the goal of 2008 was 225 attendees and $40K in revenue, when the books were closed ManeGait finished up with 372 attendees and over $104K in revenue.

While most companies are struggling this year and non-profit organizations have been hit particularly hard, ManeGait, its fundraising and the gala continues to grow. ManeGait's steering committee looked forward and to the hearts of the North Texas community and set some very high goals for The 2009 Gala at the 'Gait: 500 attendees and $200K in revenue. Again, the Numantra team took the creative reins, collaborated with the ManeGait committees and provided the necessary tools for maximum impact.

Anticipation was high, the weather was soggy and the books aren't yet fully closed as final payments for auction items come in, but success is assured. ManeGait oversold the Gala with 620 attendees and over $220K in revenue as of this writing.

Priscilla Darling says it best: "We are blessed."

"As is Numantra", Dave Evans, president said, "We are so proud to be a part of such an amazing organization and their success. It's difficult to put "feel-good accomplishments" into words, but for Numantra, our word is ManeGait."

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Study: How Web Changes Patient-Doctor Relationship

by Kevin O'Malley, Yesterday, 5:44 PM

Immediately following a doctor's diagnosis, nearly half of consumers report using a search engine to further research their alleged conditions, according to a new study conducted by About.com. What is driving this behavior? Disconcertingly, only 35% of consumers say they completely trust their doctor's diagnoses, the June study of nearly 1,900 About.com users found. For better or worse, "the patient-doctor visits are no longer just one way conversations but rather on-going dialogues," the study concludes. "People are going online to educate themselves and confirm doctors' diagnosis." What does this mean for marketers without a specialization in search? According to the study, respondents said they were interested in ads that make them aware and educate them about different treatment options and symptoms, as well as those that make it easier to speak knowledgeably with doctors and other professionals. What's more, 57% of participants said an ad with information about certain conditions -- including specific signs and symptoms -- and medication side effects and safety would grab their attention. As a result of seeing a health care ad, over 35% of respondents talked to their doctor and researched the advertised drug in more detail online. "Visitors are looking for health ads that help educate them about the condition and treatment options," according to the study. Furthermore, about six months after their doctor's diagnosis with an ongoing condition, over 40% of participants reported searching online for coping/management tips with regard to financial, emotional, and physical matters. The study canvassed About.com users who visited the site's parenting, health and food channels with a pop-up invitation to participate in a survey. The majority -- 64% -- were female, while 36% were male. The majority were between the ages of 35 and 54 -- 36% -- while 29% were 55 or older, 19% were 18-24, and 16% were between the ages of 25 and 34.

For more information visit www.mediapost.com