Second Life: A Virtual Doctor's Office

British online newspaper, The Guardian, featured an interesting story this past week about health authorities in Spain launching a virtual portal on the popular online game, Second Life, to allow young people too embarrassed to speak with a real physician to ask questions to virtual doctors about drug problems or sexually transmitted diseases.

The theory is that young consumers are much more likely speak openly and freely in the anonymous, yet familiar environment where players meet and interact with others, being represented by avatars or virtual personalities. 

Smart healthcare marketers should take note here -- this is an example of just one way hospitals, healthcare networks and physicians can reach out to consumers online. According to the Pew Internet survey, "Information Searches That Solve Problems," American consumers turn to the Internet 58% of the time (vs. 53% for professionals or experts and 45% for family or friends) to get answers to important issues and questions. Young consumers are probably much more likely to turn to the Internet for research and answers to embarrassing questions.

Ideas to consider when reaching out to consumers online include online chatting such as Ask a Doctor/Nurse, a virtual online Call Center or webcam-based two-way consultations. Be sure to build in a drip marketing component to your efforts -- these consumers are coming to you seeking answers -- be sure to meet their needs, but also see if they'd like additional follow-up: information about your physician network and how to find a doctor, relevant classes or events they can sign up for or links back to your site about specific service lines that relate to their questions.