Whether a patient is researching a new doctor or sharing their health story on Facebook, social media now occupies a central role in creating meaningful connections with patients at every stage in their health care journeys.

In this report, you’ll learn how to align your marketing and communication strategies with these new patient behaviors on social media. Based on global data, this analysis of industry-specific trends shows that social media usage isn’t slowing. It’s accelerating, especially as a discovery and research tool for patients.

Read this report to learn:

  • How patients are using social media to research health care options.

  • Why the Mayo Clinic is scaling social media with digital skills training.

  • How health marketers are investing their digital budgets.

This report is based on trends we’re seeing in our global customer community—which includes 15 million social media professionals and 800 of the Fortune 1000—as well as analyst reports and interviews with industry experts.