This paper examines high yield opportunities for healthcare and healthcare-related companies to consider when evaluating the potential for social media within their integrated marketing communication plans. There is a considerable and justifiable amount of perceived risk for any healthcare organization when evaluating the potential rewards that this direct channel could provide. The lack of a clear position or guidance by the FDA on the use of these tools in promotion complicates the adoption process for most organizations. Admittedly, satisfying the concerns of an organization's medical, regulatory and legal stakeholders in this environment will be challenging. Pioneering companies that will allow marketers to build a stronger affinity with their consumer base using these technologies will be well positioned to harvest a wealth of consumer insight through this emerging communication channel. The concepts and recommendations outlined in this paper are intended to be practical examples for consideration. Citing academic references of social media, applying current business intelligence and using the concepts described as Satellite Marketing™ (a trademark of Kevin Popović), we share a perspective for knowledge gathering, strategic decision-making and relationship development using social media sites, services and applications.