First-of-its-Kind Research Indicates Pinterest is Becoming a Destination for Health Content

Open Access Availability: Public Access Does Not Expire

One of the reasons we launched digihealth pulse was to provide the health industry with valuable early intelligence on the evolving digital health landscape.  We view our population of active digital health consumers as akin to canaries in the coal mine, as they provide an early glimpse of trends health executives must know to leap ahead.

This is why I’m excited to announce the results of a first-of-its-kind study focusing on a burning issue of the day: what role does Pinterest play in health?  We know the site is a popular fashion and food destination, but are people finding health and medical content on the site?  Yes.

(Get Additional Insights on Pinterest and Health With Our New Insight Report Click here to learn more.)

In late September 2012, we asked our representative panel of active digital health consumers if they use Pinterest and, if yes, whether they ever encountered health or medical information on the site. 30% of Pinterest users said yes. In addition, during our ongoing tracking of their online activities, we’re seeing them consume Pinterest health content on a range of subjects, including tobacco.

What are the implications of this data?  Well, a number of hospitals, pharmaceutical companies and other organizations are on the site.  However, others are on the fence, wondering if experimenting is worth the effort.  Our recommendation: The time for fence-sitting is over.  It’s time to begin learning the ins and outs of Pinterest — and how to develop and deliver credible and accurate health information via the platform.

See below for an infographic on this research.  Click to enlarge.

(Don’t miss out.  Access the full range of digihealth pulse insights via our digital health advisory service, enmoebius bronze.  Click here to get started.)

Fard Johnmar

About the Author

Fard Johnmar is founder and president of Enspektos, LLC, which powers digihealth pulse. Enspektos is an innovation consultancy focused on helping health organizations use digital technologies to spark action among consumers, healthcare providers, caregivers and others. He is also a 2013-2014 Fellow at the Society for New Communications Research, a global think tank focused on the advanced study of the latest developments in new and emerging communications tools and technologies.  He also is co-author of ePatient 2015: 15 Surprising Trends Changing Health Care.

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