With nearly one-third of consumers using social media for their health, mediums such as FaceBook and YouTube provide a great opportunity for practices to engage patients.

Thirty-two percent of survey respondents reported using social media channels for healthcare purposes, such as connecting with health organizations and other people with shared health interests, according to a PwC Health Research Institute report last week.

Consumers across all age groups used the following channels for healthcare purposes (respondents could select more than one option):

• 32 percent - any social media
• 18 percent - Facebook
• 12 percent - YouTube
• 9 percent - blogs
• 8 percent - Google+
• 6 percent - Twitter
• 2 percent - foursquare
  

The trend is certainly catching on, PwC notes.

"Healthcare organizations are experimenting with building stronger connections and communities through social media, and the trend is expected to grow in 2012 as social media becomes part of an organization's overall strategy to improve healthcare and outcomes," stated a PwC press release.

With that potential pool of patients online, how should a practice begin to engage them? When asked if healthcare organizations should encourage individual physicians to engage in online discussions, YouGov Healthcare Managing Director Jane Donohue told FierceHealthcare in a previous interview that organizations shouldn't discourage those who are interested.

"There are some people who really want to do this, who are very good at this. It's a pleasure for them, and they're good at it. For other physicians, it's simply not their thing. Should there be a physician who really is engaged and enjoys it, then I wouldn't discourage them," Donohue said.

To further extend the conversation beyond the office, consider including your Facebook page link on your business card, regularly check in on foursquare, or maintain a Google+ account, as physicians explained their online habits in a U.S. News & World Report article. Take it a step further and tweet if you are running late for appointments so that patients know they don't have to rush to the office. And with flu season upon us, consider posting flu shot hours.

"These are powerful, tremendously influential tools," internist and popular blogger Kevin Pho, named one of FierceHealthIT's faces to follow in healthcare social media, told U.S. News. "Doctors should be taking advantage of the opportunity."

For more information:
- read the U.S. News & World Report article
- read the PwC press release
- check out the PwC study
- check out FierceHealthIT's special report, "11 faces to follow in healthcare social media"

Related Articles:
Why hospital social media is a full-time job
Online video most effective hospital marketing tool
Social media, HIEs, the recession will impact health IT in 2012