The Popularity of Health Content is Rising on Pinterest

Over the past year or so the question has been asked many, many times among health marketing professionals: 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.

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.