04.12.2010

Nothing like a kick in the gut to make you turn to the Web

In 1994, an uncommon hematological cancer called multiple myeloma found its way into my family.

Even though it was still in its nascency, we found ourselves turning to the Internet for information and support ... which dismayed our healthcare professionals to no end. They feared we'd get snookered by exotic treatments and outlandish claims.

Three years later, when I was diagnosed with advanced colon cancer, the first thing I did was bypass the pamphlets and lectured and headed straight to the Web.

If a reddish spot develops between our toes, we Google it. When a loved one develops "locked-in syndrome" or some other previously unfamiliar condition or disease, we dive into the Internet and learn everything we can. Treatments. Support groups. Prognoses. Survivability.

We cling to stories of those who have reached remission. We numbly stare at online memorials for those who have not.

It's what we do.

According to a new study from Epsilon, social media now significantly augments the online quest for medical and healthcare information and support.

Individuals who use healthcare social media fall into two broad groups: the highly engaged patient who takes an active role in health management (80%) versus individuals who lack confidence to play an active role in their own health (20%).

"Our research shows that social media is a valuable forum for patients to discuss their health issues and concerns while connecting with others facing similar circumstances. This participation provides reassurance and intimacy, and many of the individuals who are highly engaged in social media feel better equipped to manage their health," said Mark Miller, senior vice president, Epsilon Strategic & Analytic Consulting Group.

If you are associated with a non-profit or for-profit health-related organization, Epsilon's April 8 report provides interesting insights as to how consumers find comfort and answers through their social media interactions.

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Elettore President Randall White was one of the founders of the Colon Cancer Alliance ... a patient support and advocacy group in the Unites States that had its origins in an online support forum.