Taking Calculated Risks in Digital Health

By Emily Downward, Sr. Vice President Digital, Austin

The intersection of social media and health is a tricky one. Social media allows everyone to have a voice. Patients can share their personal stories and challenges, learn from each other and find support. But is the information always accurate? Companies involved in healthcare, from hospitals to pharmaceutical companies, are regulated by the government on what and how they share information causing many companies to limit or avoid joining the online conversation.

People are flocking to the Internet for health information. The Health Engagement Barometer showed that globally, four out of five people turn to digital media to help inform their health decisions (Edelman, 2010). In the United States, three out of four consult digital sources for health information. The Internet has become—and will continue to be—a major source of health information for the general public. It’s also potentially a breeding ground for misinformation, which is why we strongly believe we need regulated players to be engaged. Conversations about health are taking place online already—and without the appropriately regulated voice of the manufacturer, consumers and health care professionals are missing valuable, accurate information.

As a communications agency with thriving digital and health practices, Edelman counsels many of the nation’s leading health companies. Edelman has long advised companies that health is a business imperative and that they must engage proactively, transparently, and in real time with all stakeholders about health and wellness. Health companies must play by the regulations, such as providing balanced information (claims and safety) and maintaining patient confidentiality, but there are ways to use social media and abide by the existing regulations and guidelines.

The risks to health companies of engaging in social media are well-known, such as FDA warning letters. What is not as frequently mentioned are the risks of NOT engaging, which include the risk of your brand being defined by others and the lack of balanced information. We are counseling our clients on how to get involved in social media, following the existing guidelines and applying them to this medium in a responsible way.