Exploring Health Related Interactions on Social Media: An Analysis of Customer Perceptions and Managerial Implications

Abstract

Globally, and particularly in the developed countries, social media platforms are fast emerging as cost-effective and accessible channels for both healthcare providers and online patients, offering strategic advantages to the overall health industry . However in the Indian context, their role is limited to dissemination of information rather than for sophisticated health care integration. This paper attempts to explore the perceptions and readiness of the Indian customers towards health care interactions on social media. The survey results reveal a very nascent scenario. The sample is divided between the socially aware and unaware of such interactions and the ensuing issues of privacy and misuse of information. Majority of the sample prefers anonymity in discussing health in public. They would rather prefer a specialist opinion on health issues than discussing in the public domain. Revelations point towards a significant use of social media in gaining awareness about ailments and their preventive cure. Other emerging uses that appear to gain acceptance are for allied medical services, managing appointments, writing reviews, and sharing experiences. Weight and wellness top the topics for discussion on social media, followed by matters related to heart ailments, child care, and psychological disorders. Educating and offering personalized value-added services to the customers through innovative engagement are the immediate implications for the relevant stakeholders of the health industry. Social Media Analytics is found to be a strategic tool towards this end in gaining insights into customer needs and behaviour and responding in an effective and socially responsible manner.