When I was in my late twenties, a friend suggested that, since I was an avid SF reader and had been since I was barely a teenager, that since it didn't look like the poetry was going where I wanted, I might try writing a science fiction story. I did, and the first story I ever wrote was 'The Great American Economy.'
I've mis-signed many a book Rollins or Clemens. My readers quickly become aware. Booksellers will often promote me under both names, and I do plug both at signings. Generally, the fantasy reader has no problem going into the suspense genre. It's harder for the typical suspense reader to go the other direction.
I'm all about entertaining and keeping a reader on the edge of their seat, so to me, the social issues have to be meaningful and give the book what's really 'at stake,' but ultimately it's not about them - it's always a personal story of everyday people thrust into life-threatening situations and having to perform heroic acts.