• Joe Carver

Social Content for Healthcare providers is Essential for Patient Experience

Did you know that 76% of individuals in a recent study went online to find an individual healthcare provider?

Research also shows the 77% of patients read the reviews about physicians. What would they read about you?

Per Yext, a software platform and self-described knowledge management system, reported that 76.3% of people searched and found their healthcare provider online in the previous 12 months. The researchers say it has a lot to do with smartphones which has given them a new level of self-sufficiency in their search for care.

Social media marketing is more than offensive tweets and adorable cat videos. It is an effort to connect with others, share experiences, and collaborate with one another. And for healthcare providers, it can be a way to improve the patient experience.

Per Adweek, social media marketing can help in the following three areas of patient care: relationships, information, and accountability.

1. Relationships: People connect online. Last August, Mashable reported that there are 3.8 billion (with a b) internet users and a little over 3 billion (also with a b) social media users in the world—and people are talking to each other out there. Healthcare providers should be part of this conversation.

2. Information: People search for information. When it comes to health issues, patients need to find accurate information. Who is better than healthcare providers to provide accurate and science-based information? (Hint: no one).

3. Accountability: Posting health goals and experiences keep both patient and doctors on task. For example, if a patient has a bad experience and posts it online, it might be the only way a doctor ever hears about it. Now, the doctor can address the issue. On the patient side, telling everyone on social media about a health goal helps you stick to the plan. For example, if you vow to lose weight, you are more likely to follow through because everyone knows you are trying.

Social media can also improve patient care outcomes. The peer-reviewed journal Pharmacy and Therapeutics encouraged health care providers to use social media tools for patient and community education. It also suggests that social media interactions with physicians can help patients lose weight, stop smoking, practice safer sex, and increase physical activity.

To read the full article from Pharmacy and Therapeutics, please click here.

Your online marketing can also attract new patients. Evariant, a technology company that helps manage the patient-facing areas of hospitals, reports that 57% of patients are influenced by social media content when they choose their healthcare facility. The information provided online presents you as a trustworthy resource for their care.

Healthcare providers should provide evidence-based and accurate social content. Not only will it help their practice with an online marketing strategy but it will also boost their patient experience. It could be that using social media tools to connect with patients might be just what the doctor ordered.


“Learn How Patients Search for Physicians.” Web. 6 September 2018. <>.

“How the Internet Changed the Way New Patients Find a Physician.” Web. 6 September 2018. <>.

Boachie, Pius. “3 Ways Social Media Revolutionized Medical Care.” 13 November 2017. Web. 4 September 2018. <>.

Ventola, C. Lee. “Social Media and Health Care Professionals: Benefits, Risks, and Best Practices.” Pharmacy and Therapeutics 39.7 (2014): 491–520. Print.

“There are now over 3 billion social media users in the world —about 40 percent of the human population.” 7 August 2017. Web. 4 September 2018. <>

Girardi, Chris. “The Evolving Role of Digital Marketing in Healthcare.” 6 July 2017. Web. 4 September 2018. <>.

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