Old news that deserves to be revisited: Pew Research Center ‘The Social Life of Health Information, 2011’ I would venture not much has changed in a year. This is just a sample of the data rich survey and report.
Of the 74% of adults who use the internet:
- 80% have looked online
- 34% have read someone else’s commentary
- 25% of internet users, or 19% of adults, have watched an online video about health or medical issues
- 23% of social network site users, or 11% of adults, have followed their friends’ personal health experiences or updates on the site.
Adults using online resources are seeking a solution to a problem. Do you know the problem they want to solve as it relates to your brand or service? Do you understand where they are in there learning? What are you doing to ensure your brand or service is presenting a problem-centric message to those seeking solutions? Brand-centric messages do not connect with the deep needs of a someone seeking to learn. It does not connect an adult to you and your brand. And least we not forget social media is not an add on after thought if you are going to include it make sure it is tied to and part of your strategy.
http://pewinternet.org/Reports/2011/Social-Life-of-Health-Info.aspx