In today’s times, social media is not just a tool for public engagement but it also provides people from across the world a stream of content that makes them knowledgeable about the happenings in the world. It is an open library for people who are finding solutions to their problems. Similarly, these people turn to various platforms of social media for researching their health problems, health products, and treatments. The healthcare industry is majorly shifting from traditional clinics to online recommendations quickly and social media in healthcare will undoubtedly be a big part of this shift.

Recently bespoke research was conducted by GlobalWebIndex in 2019 among internet users in the UK and the US, that explored the current social status quo from the consumer point of view. Here are the few things they found out about Social Media in Healthcare:

  1. 1 in 4 people said they use social media to browse through various healthcare topics and among various platforms Facebook was the leading platform by 10 percentage points, revealing not only its popularity but how it’s seen as a reputable source for information.
  2. Generation Z favored YouTube, which is obvious because of their love for well-documented content based on videos and influencer material.
  3. The feature point was that most health researchers were looking for topics such as fitness, weight loss and nutrition and selective few researched topics like vaccines, addiction, and heart disease.
  4. It was also clear people followed Governmental health organizations like the NHS in the UK were top, but health influencers like those posting about exercising or recipes were the second most followed – ahead of well-known doctors, non-profit health charities, and academic health sources.

Social media’s role in healthcare currently is to be a space for conversation around less serious health topics and concerns. Also, this creates a big opportunity for brands across industries to enter into this growing conversation on social media relating to healthcare issues – whether collaborating with healthcare organizations or health influencers or simply sharing relevant and informational content on topics important to their audiences.