Can Facebook Fit Into Healthcare?
By Jof Enriquez,
Follow me on Twitter @jofenriq
After seeing rivals launch healthcare initiatives, social media giant Facebook is reportedly planning to leverage its one billion plus user base to venture into the healthcare space.
Facebook is said to be developing online “support communities” for people who suffer from the same illnesses and “preventative care” applications to guide lifestyle choices, according to three anonymous sources cited by Reuters. The sources also said that Facebook has been talking to key contacts in the medical industry in recent months and is starting a research and development unit to test health apps.
Reuters noted in its report that Facebook was encouraged by the success of its “organ donor initiative” in 2012 when, according to a study published in the American Journal of Transplantation, it spurred a 21-fold increase in organ donations when the site let users alter their profiles to indicate their organ donor status.
The report also cited a “former Facebook insider” who said that Facebook users with chronic conditions often use the site to get more information or advice. Reuters reported that the popularity of websites such as PatientsLikeMe indicate that people are willing to share their healthcare data with others.
“Sharing is a large part of Facebook's user activity, so the healthcare aspect fits well with the existing business,” noted Seeking Alpha.
However, Facebook’s spotty track record in privacy over the years could derail the company’s foray into healthcare. Just recently, it apologized for tweaking its news feed for research purposes without seeking consent. For this reason, Facebook may tread lightly and focus on providing healthy lifestyle advice through its platform.
"I could see Facebook doing well with applications for lifestyle and wellness, but really sick patients with conditions like cancer aren't fooling around," said Frank Williams, chief executive of Evolent Health, a medical software firm, per the Reuters report. “People would need anonymity and an assurance that their data and comments wouldn't be shared with their online contacts, advertisers, or pharmaceutical companies,” he added.
“While some patients freely share information about their conditions, others prefer to keep that information private from colleagues, employers, marketers, or the world at large,” said Alison Diana of Information Week. “With complex, frequently changing terms of service and a poor track record of safeguarding users' privacy, Facebook will have a tough time convincing some users it will treat health-related information differently from cat videos or complaints about poor service at a restaurant.”
To avoid privacy concerns, Facebook is reportedly launching its “first health application quietly and under a different name,” according to an unidentified source cited by Reuters. The company has also relaxed its policy of using real names, allowing people to uses aliases when sharing health information. This would have a positive effect on Facebook’s healthcare venture, as people are more likely to share information about chronic conditions when posting anonymously.
Facebook — the world’s largest social media network — is a relative newcomer to the burgeoning healthcare space. Apple (HealthKit) and Google (Google Fit) have already rolled out platforms that will gather fitness data from devices and apps. Facebook may have a slightly different strategy at this early stage, focusing on communities, but like its rivals, it will have to contend with stricter rules in handling health data. Moreover, the security of health information is becoming even more critical in the face of growing cybersecurity threats.