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San Diego State University

Fowler College of
Business Administration

Intellectual Contribution

Title
Tweeting @doctorwelby: Practical examples of social media in healthcare
Author(s)
Popović, K., Smith, D. C.
Type of Research
Peer-Reviewed Journal Articles
Date Published
2010, Before July
Contribution Type
Contributions to practice (applied research)
Contribution Category
C
Points
6
Publication Title
Journal of Communication in Healthcare
Publisher
Maney Publishing
Location
Philadelphia, PA
Volume(s)
3
Edition
3
Page Number(s)
138-151
URL
http://www.maneyonline.com/doi/abs/10.1179/175380710X12813488575925
Abstract
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.