Reprinted with permission from Dobies Healthcare Group.

Earlier this year, we showed how online engagement after the earthquake in Haiti helped prove that people are using social media to connect with others in meaningful ways.  Today, we bring you yet another example, this time in relation to healthcare.

A study by direct marketing agency Epsilon reports that 40% of online consumers are turning to social media for health information.  And they’re not just talking about medical conditions, diagnoses, treatments and news.  The study found the primary reason for using social media was emotional:

“…many healthcare social media users want reassurance, support, and a sense of intimacy from people who are going through a similar experience.”

But according to a recent New York Times article and Pew Research report, this won’t come as a surprise to the many Americans affected by chronic illnesses.  Over the last few years, social networking has become a lifeline for many who are living with a chronic disease or life-changing condition.  By blogging, chatting and engaging with others on social networking sites like PatientsLikeMe, Diabetic Connect and CureTogether, they are able to share advice, war stories and empathy with others in similar situations.  Best of all, this can all happen from the comfort of home, a great advantage for those whose illness has left them homebound.

As social media continues to grow, look for more hospitals and physician practices to better connect with patients (and ultimately improve the patient experience) by complementing their informational Web content with virtual support groups and online forums.

About the Author

Kelly Hemmingsen specializes in copywriting and editing, market research, project coordination and public relations services for Dobies Healthcare Group. She also supports the Group 3 Solutions interactive team, specializing in social media, search engine marketing, ePR, and Web content and development.