Third parties key to cred: survey

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Consumers are skeptical of pharma participation in social media, but endorsements by government and nonprofit organizations add credibility, according to an Epsilon survey.

The survey of 1,350 US consumers found that four in 10 Americans uses social media for health information, whether reading or posting. The vast majority of those—80%—are “highly engaged patients who take an active role in health management.” Reaching that remaining 20% requires different strategies. The survey found that respondents engaged social media to fulfill emotional needs for reassurance, support and a sense of intimacy from others.

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