Seeking Social Solace

New study offers insights on patients’ use of social media to

disclose the diagnoses of serious illnesses online

MINNEAPOLIS, Minn. – June 27, 2011- Few events are as life changing and overwhelming as the moment someone learns he or she has been diagnosed with a serious illness. According to new research from Minneapolis marketing firm, Russell Herder, the Internet has not only transformed how consumers gain access to health information, social media is radically changing how they seek comfort during the most difficult of circumstances.

Using the firm’s social media research tools and analysis, Russell Herder was able to identify certain trends related to how individuals use social media platforms to disclose a serious medical diagnosis. By analyzing phrases such as “I tested positive for,” or “I’ve been diagnosed with,” researchers tracked self-disclosures based upon day of the week, online platform most frequently used and interestingly, the type of disease most likely to be announced and discussed online. Breast cancer patients, for instance, are much more likely to share news of their diagnoses than those afflicted with other forms of the disease.

Researchers observed that in light of such high utilization of social media for personal health conversations, clinics, hospitals and other organizations should be sure to provide – or lead their patients to – online disease education and support forums. They also noted that patients’ apparent proclivity to disclose information about an illness reinforces the importance of immediate access to counseling and support after a diagnosis.

Brian Herder, Executive Creative Director at the agency, says the research insights have implications for a wide range of health care organizations and those whom they serve.

“Social media platforms have created a wealth of opportunity for healthcare consumers,” said Herder. “We hope this study helps professionals across the industry imagine new, innovative ways to serve the emotional needs of patients who receive troubling news about their health.”

The study is a natural extension of the agency’s commitment to provide research-based, relevant strategies in an increasingly digital environment. Located in Minneapolis, the firm has served healthcare organizations and public health causes across the country for over 28 years.

For the full list of observations and the study in its entirety, click here, or visit www.russellherder.com/research.

About Russell Herder

Founded in 1984, Russell Herder provides integrated strategic solutions to regional and national clients. With offices in Minneapolis and Brainerd, Russell Herder develops strategies that link creative, research, advertising, public relations and digital communications into powerful, results-driven platforms. For more information, visit www.russellherder.com.

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