When it Comes to Social Media Influence, What's to Believe?

In the last week alone, I’ve read or seen presented conflicting opinions on the influence that social media exerts when it comes to selection of healthcare services. In one study, consumers reported little influence. Yet another, a Spring 2009 Ad-ology Media Influence on Consumer Choice survey, reports that social media plays a part in 40% of hospital and urgent care center visits, and impacts 50% of 25-34 year olds when it comes to selecting a hospital or urgent care center.

Of course, the primary reason this is so among this age group is that nearly 30% of their hospital visits are maternity related. Blogs, forums, discussion boards are heavily used among expecting Moms.

So, what’s your experience?? Are you using social media to target younger health care consumers?