As a 21^st century citizen, I can read no newspaper and watch no TV. I get my news from the Internet, and not even have to look at a news website. I have Facebook and twitter. Actually as a Chinese, I got my Weibo and Wechat news threads. In a world people hold their smartphones whole day and all night, if a business doesn’t successfully utilize the social media, it will not just be unsuccessful, but doomed to fail.

Same rule applies to the healthcare providers and other businesses in the healthcare industry, such as the previously introduced PatientsLikeMe whose mobile application is still absent. Some may have the impression that things related to medicine and hospital should be more serious and credible than what is conveyed through social media. However, the role of social media nowadays is not simply a spread of word of mouth. More functions are performed on this modern platform.

Let’s look at some statistics on how social media has impacted the health care delivery. (source: referralMD)

1. More than 40% of consumers say that information found via social media affects the way they deal with their health.

Why this matters: Health care professionals have an obligation to create educational content to be shared across social media that will help accurately inform consumers about health related issues and out shine misleading information. The opinions of others on social media are often trusted but aren’t always accurate sources of insights, especially when it comes to a subject as sensitive as health.

2. 18 to 24 year olds are more than 2 times as likely than 45 to 54 year olds to use social media for health-related discussions.

Why this matters: 18 to 24 year olds are early adopters of social media and new forms of communication which makes it important for health care professionals to join in on these conversations where and when they are happening. Don’t move too slow or you risk losing the attention of this generation overtime.

3. 90% of respondents from 18 to 24 years of age said they would trust medical information shared by others on their social media networks.

Why this matters: A millennial’s network on social media is a group of people that is well trusted online, which again, presents an opportunity to connect with them as health care professional in a new and authentic way.

4. 31% of health care organizations have specific social media guidelines in writing.

Why this matters: It is crucial to have social media guidelines in place for your health care facility to ensure everyone is on the same page, your staff is aware of limitations to their actions on social media and that a systematic strategy is in place for how social media should be run across your organization.

5. 19% of smartphone owners have at least one health app on their phone. Exercise, diet, and weight apps are the most popular types.

Why this matters: This drives home the need for your health care organization to look into possibly launching a health related app focused on your specialty. This statistic doesn’t mean every health care facility should have their own app, but they should have a strong mobile focus across their marketing no matter their size.

For more statistics and figures, see 24 Outstanding Statistics & Figures on How Social Media has Impacted the Health Care Industry

Social media is not anymore a one-direction marketing tool for healthcare providers and related businesses, but the speculation and peer-to-peer interaction is significantly influencing important decisions of those parties. The power of interaction and viral information transaction is leading the healthcare industry from bottom up. Healthcare practitioners should pay more attention to the information they delivered and the way they deliver it.