Six of every ten Internet users consult medical topics on the Web, according to the National Observatory for Telecommunications and the Information Society (ONTSI in Spanish). Of these consultations, some of which are mixed, 54% are about lifestyle, 52% about sicknesses, 51% about symptoms, and 49% about treatments. In the case of the social networks, the percentages are slightly lower: 50% of users consult health topics, although 84% say they have read commentaries about this subject.
The social networks have brought an important change in the way patients, health professionals, administrations and companies communicate. Facebook, which permits greater targeting and segmentation, has become the preferred network for doctors and patients, while Twitter, where information circulates faster, is the most immediate social network for health administrations. WhatsApp is also a growing channel of doctor-patient communications.
For companies in the health sector, the social networks are increasingly important. Inbound marketing techniques, which in other sectors are quite common, are beginning to take off in the health field via their three main pillars: SEO positioning, content marketing and social networks.
By Juan Blanco, CEO of Grupo Mediforum