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Summary:

Health-related tweets are on the rise and Twitter wants healthcare marketers to pay attention. This year, the company said, tweets about health are up 51 percent. But even as it makes inroads in health, Twitter offers a few caveats.

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As health-related chatter on Twitter picks up, the micro-blogging platform wants healthcare marketers to pay attention — but the company’s pitch isn’t without some qualifications.

At a presentation at the Health 2.0 conference in San Francisco Monday (Twitter’s first in the health tech conference’s six-year history), Melissa Barnes, Twitter’s head of agency and brand advocacy, said that health-related tweets have increased 51 percent in 2012 so far.

That chatter includes general commentary from Twitter users about their personal health, as well as health education efforts (like the first live-tweeted open heart surgery in February) and policy-related posts.

The most tweeted about health-related event by far? The Supreme Court’s decision on the Affordable Care Act this June. At the time, it was reported that tweets about the Obamacare ruling peaked at 13,000 tweets per minute.

We’ve also started to see interesting projects use real-time Twitter data for public health purposes. In a study published last July, for example, researchers used Twitter data to reveal interesting patterns about allergies, the flu and other ailments. And some companies are beginning to offer that data to consumers and public health officials, in a way reminiscent of Google’s Flu Trends.

Referencing interesting approaches that brands have taken to drive health-related conversations on Twitter — such as WebMD’s Twitter outreach during last week’s presidential debate and Nike’s Make It Count campaign for its fuelband — Barnes’ general gist was that healthcare marketers should give more thought to giving Twitter a try.

But given regulation around healthcare marketing, she included a few caveats as well. For starters, the company can’t support pharmaceutical advertising and, across the board, the company can’t give legal advice, so it’s on each brand to determine what will work best for them.

“[Health] is something that’s interesting to us, like many other opportunities that we see, but right now we’re approaching it with caution,” Barnes said.

Still, given interesting patient stories shared on Twitter and demand for health-related resources, she said healthcare marketers could find  opportunities in offering thought leadership, general disease information and content related to some current events.

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  1. I agree with Barnes’ gist. More so from the perspective of people who are in the midst of or a survivor of a disease. For example my wife is a survivor of breast cancer at age 40. She has a circle of ladies on Twitter that are also survivors or in the middle of treatment for breast cancer. They are fiercely loyal to each other – from giving support/encouragement to debating the right way to spread awareness. Healthcare brands and practitioners would be wise to research these types of circles by setting up some simple searches on Twitter.

  2. Valuable insight into the healthcare conversation can be found through the Healthcare Hashtag Project from Symplur. The free service has tracked more than 100 million tweets and 1,500+ hashtags over the last few years for Healthcare Twitter Chats, Conferences and diseases. More here: http://www.symplur.com/healthcare-hashtags/.

    Angela Dunn
    @blogbrevity + @healthiscool

  3. It’s one thing to use Twitter in healthcare. That’s happening and is impossible to stop. The idea of advertising healthcare items on Twitter is interesting. During a recent conference, I was watching the hashtag and a P90x ad popped up at the top of the hashtag all day. Someone even commented about how annoying it was. Although, just the fact that I’m mentioning it now on another blog means that the Twitter advertising worked quite well even if I never clicked on the ad, so it cost P90x nothing. A lot of different models will evolve.

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