A small study (n=42) of social patients shows that a majority of them are willing to share content that comes from a healthcare brand and they exhibit the same “triangulation” tactic as other searchers:
I think my followers like that I am not part of the pharmaceutical industry. I am careful not to share information from just one manufacturer.
The study puts sharers into three categories:
- 52% Proactive Sharers: who look for branded material and share it widely
- 31% Skeptical Sharers: who pick and choose and will share only selected content
- 17% Dissenters: who say they are not likely to share branded content
Long Live Email
One of the more surprising things to come out of the study is that even patients who use social media extensively want email. When asked how they would prefer to receive manufacturer information, the sharers said email:
- 91% Proactive Sharers
- 77% Skeptical Sharers
- 29% Dissenters
The takeaway here is that your social patients are waiting to hear from you, and they want your content across all the different digital channels: web, email, and of course, social.
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