Health brand insights: peer-to-peer health care

Where are the trailblazers in mobile health heading? Peer-to-peer health care: wherein engaged patients and caregivers take an active role in tracking and sharing what they have learned.

Here is Susannah Fox’s (Pew Internet Project) presentation from the recent What Really Works Mobile Health conference at Stanford University. She discussed what people are really doing online – “how they are gathering, sharing and creating health information and what it means now that a majority of adults have on-the-go internet access.”

Some facts from her presentation:

• Six in ten US adults gather health info online
• 59% go online wirelessly, with a laptop, mobile device or tablet
• 48% of wireless users look online for information about doctors or other health professionals, compared with 31% of internet users who do not have mobile access

And two important (not yet mainstream but growing) trends:

• the “mobile difference” – give someone a smart phone and they become more social, likely to share and contribute
• the “diagnosis difference” – having a chronic disease significantly increases an internet user’s likelihood to say they both contribute and consume user-generated content related to health. Learning from each other, not just from institutions.

Does this ring true for you? How much have you personally connected with others, shared and contributed as it relates to health conditions?