Facebook As a Health Communications Tool: One Health Activist's Opinion

Part of the WEGO Health KnowledgeSite

Many health marketing communications professionals serve the needs of patients. However, many times their voices are missing from conversations about the effectiveness of resources marketers use to educate and inform the public. To remedy this problem, we have partnered with WEGO Health to provide patient perspectives on how well health organizations are using a variety of new media technologies. Each Communications Resource Review features the voice of a WEGO Health Activist, one of social mediaʼs most active 10 percent. These individuals are passionate about helping others lead healthier lives. While these reviews are not comprehensive, they provide health marketers with a sense of how typical patients may react to their efforts.

The utility of Facebook for pharma and health organizations seems unlimited. Whether used as a virtual meeting place for support group members, a registration service for organ donations or as an education and information sharing resource, the healthcare industry is making good use of Facebook.

There is the Mayo Clinic Fan Page for example, where prospective patients can read former patients’ success stories and receive encouragement about their own condition. Strong@Heart is a Facebook page by Bayer Healthcare LLC, for the aspirin maker’s WomenHeart organization, which is dedicated to promoting women’s heart health. Strong@Heart has 13,500 Facebook fans.

The MS Champions Facebook page features an interactive events map for locating Society Walk MS and Bike MS events, and invites supporters to share events photos and connect with others. The first pharma Facebook page, Gardasil Facebook Page, has more than 100,000 members interested in the fight against cervical cancer.

McNeil Pediatrics is a leading provider of Attention Deficit Hyperactivity Disorder (ADHD) therapies and medication formulated for children, adolescents and adults. The Titusville, New Jersey company launched a support Facebook page for mothers of children afflicted with ADHD in June, 2008. The initiative was based on research indicating these mothers require significant encouragement and support; the ADHD Moms Facebook page has more than 8,000 followers.

WEGO Health Activist Comments:

WEGO Health Activist Janeen Zumerling

Janeen Zumerling has been a Community Leader for WEGO Health since 2007 primarily working in the Asthma and Allergy Community. She can also be found blogging at Our Story: The good, the bad and the food allergies which is her primary blog about family life and dealing with her sons' multiple food allergies and at Mom's Food Allergy Diner where she records allergy friendly, family friendly recipes.

A former Sales and Marketing Representative, Janeen is currently a stay at home mom and lives in Ohio with her husband and two young sons.

Janeen's Comments

I think that the health companies that are on Facebook are doing a good job of using this social media tool to educate and empower the public with correct information and support. I would grade the use thus far as 4 Stars or Excellent.

The McNeil Pediatrics’ online community for ADHD mothers is a fantastic example of how an actual Facebook “page” can be used to educate, support and point to more information. Most of these mothers would not have met or have been able to share their experience or unique “expertise” if not for this Facebook page. It’s a page that is geared to let the Health Activist shape it. Although the page has leaders and is sponsored by McNeil Pediatrics, it also gives the ADHD Mom’s a place to share stories and comments about relevant topics.

I would really like to see more of this. I would like more health companies to come to the table and help Health Activists find relevant, good information in one safe location. I think by putting this information in one location such as Facebook, the health company will be able to update it and monitor it for accuracy easier. It’s like having a resource center and a global support group all in one location.

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