National Research: Health Care Consumers Captivated by Social Media Will Drive Engagement

Social media has become an important form of consumer interaction and marketing resource over the past decade, and recent data from NRC Health Market Insight suggests it’s here to stay. Health organizations have been slower to incorporate social media into marketing, but its use and affinity has still increased among consumers. Data shows that trust and interactions with social media have increased over the past six years.

Data from NRC Health, which surveys 300,000 consumers nationwide, shows that trust in social media as a source of health information has increased by 9%. The number of people who interacted with a hospital or healthcare provider through social media more than doubled. This data reinforces the idea that there are many opportunities to provide information and build trust in a brand through social media.

“This is encouraging news for healthcare marketers that social media is sustainable and its ability to build trust with consumers will likely continue to grow in the future,” said Helen Hrdy. , Director of Growth at NRC Health.

When consumers were asked about the types of activities they engaged in through a health organization’s social media, they said they were most interested in seeking health information, seeking health advice, finding or seek referrals from a doctor or hospital and seek help from others.

Growing trust in social media over the years

On a scale of 1 to 5, consumers were asked how they would rate their level of trust in the health information they received through social media from hospitals and healthcare providers. Below is the cumulative data for the year:

“While adopting new channels can be one more thing to manage, trends show that investing in this type of marketing can help drive growth and loyalty,” says Hrdy.


NRC – National Research Society published this content on January 31, 2022 and is solely responsible for the information contained therein. Distributed by Public, unedited and unmodified, on January 31, 2022 3:19:35 PM UTC.

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