It’s no secret that social media is changing the way businesses communicate with their customers, shifting from an up-and-coming means of marketing to an integral part of a successful marketing campaign. Often times, businesses are reluctant to implement social media strategy, even though the payoff can be astronomical. In an effort to get more pharmacies on board with social media, we’re busting the biggest myths surrounding social media and your patients…check it out!
Myth: My patients don’t use social media.
Fact: They actually do! Studies show that 68% of American use Facebook on a daily basis1, and much of that time is spent either searching for information on health and wellness or looking into local businesses2. In fact, 7 in 10 consumers stated that they are more likely to visit a local business if they can find information about the company on a social media site, such as Facebook or Twitter3.
Myth: Many of my patients are 65 and older, and they definitely don’t use social media.
Fact: Consumers aged 65 and older are actually the fastest growing social media demographic! Back in 2005, only 2% of this population was using social media. Ten years later, in 2015, that percentage has grown to 35%. Today, that percentage has reached 45%!4 This trend is showing no signs of slowing and it won’t be long before the vast majority of your patient population, aged 65+ or younger, will be on social media.
Myth: Social media isn’t important in the healthcare industry.
Fact: Up above, we mentioned that consumers in the 65 and up age range are rapidly joining social media sites. But did you know that over half of those in this age group that are on social media reported using various platforms for healthcare purposes? In fact, seeking out a support group or information on a chronic illness was listed as the second most common reason why this age group is using the internet!5 Whether it be researching disease and treatment options or finding a healthcare provider or local pharmacy, it’s important for your business to have an established social media presence.
Myth: Social media won’t be helpful for my patients.
Fact: One study shows that 40% of respondents said that the information they sought out on social media affected how they or someone they know coped with a chronic condition and their selection of healthcare professionals6. This is your chance to showcase your expertise! The information you share on your social sites will demonstrate your knowledge on a variety of health concerns, such as chronic illnesses, vaccinations, nutrition, exercise, and more. Your knowledge will make current and potential customers feel more confident coming to you for their needs.
Social media is here to stay, and its impact on the healthcare industry is only further proof that pharmacies and other healthcare providers need to implement a social media strategy. PrescribeWellness offers a social media solution called PharmacyReach to independent pharmacies who don’t have the time, resources or know-how to implement a social media strategy.
- Greenwood, S., Perrin, A., & Duggan, M. (2016, November 11). Social Media Update 2016. Retrieved July 18, 2017, from Pew Research Center
- Fox, S. (2014, January 15). The social life of health information. Retrieved July 18, 2017, from http://www.pewresearch.org/fact-tank/2014/01/15/the-social-life-of-health-information/
ComScore Networks/TMP Directional Marketing
- Perrin, A. (2015, October 08). Social Media Usage: 2005-2015. Retrieved July 18, 2017, from http://www.pewinternet.org/2015/10/08/social-networking-usage-2005-2015/
- Madden, M. (2010, August 26). Older Adults and Social Media. Retrieved July 18, 2017, from http://www.pewinternet.org/2010/08/27/older-adults-and-social-media/
- McNickle, M. (2012, April 26). 9 ways social media is impacting the business of healthcare. Retrieved July 18, 2017, from http://www.healthcarefinancenews.com/news/9-ways-social-media-impacting-business-healthcare?page=1