HEALTH CARE AND SOCIAL MEDIA: BULDING RELATIONSHIPS VIA SOCIAL NETWORKS

This paper examines the use of social media networking in the health care industry, and provides suggestions for successful implementation of social media applications in health care marketing strategy. Current applications on popular social networks such as Facebook, Twitter, YouTube, along with ot...

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Bibliographic Details
Published in:Academy of Health Care Management journal 2010-01, Vol.6 (1), p.55
Main Authors: Hackworth, Brittany A, Kunz, Michelle B
Format: Article
Language:English
Subjects:
Communication
Competitive advantage
Consumers
Customer services
Health care industry
Innovations
Market strategy
Marketing
Professional relationships
Social networks
Studies
Technological change
Technology adoption
User behavior
Web 2.0
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Summary:This paper examines the use of social media networking in the health care industry, and provides suggestions for successful implementation of social media applications in health care marketing strategy. Current applications on popular social networks such as Facebook, Twitter, YouTube, along with other platforms specific to the health industry are examined, and examples of current usage are provided. Two social networks dedicated to health care are also examined. Finally the paper examines possibilities for future innovations and applications of social media in the marketing mix by health care industry members. [PUBLICATION ABSTRACT]
ISSN:1559-7628
1939-3563