CorpComms Magazine

Internet healthcare forums are supplying a vital service for those seeking information, reassurance and support, according to a recent study by US marketing agency, Epsilon.

The research found that consumers turned to the sites primarily for reassurance and discussion with those in a similar situation. Finding core information about conditions and symptoms, and the appropriate drugs and supplements was only a secondary motivation.

Those who sought out these forums differed greatly in their attitudes to their own health. According to the study, whilst 80 per cent of those using healthcare social media were highly engaged patients who take a proactive role in managing their own health, the remainder turn to the sites because they lack the confidence to engage with healthcare professionals. The study noted that social media platforms must treat these two audiences differently.

Web users who shy away from healthcare sites cited lack of time, a reliance on their doctor's opinion and the difficulty in sorting the credible advice from the more spurious contributions.

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