Review of Social Media in Healthcare Marketing


Reviewof Social Media in Healthcare Marketing

Reviewof Social Media in Healthcare Marketing

Withthe emerging trends in technology, social media has become anunquestionable influence. By definition, social media also referredto as social networking is a web-based tool allowing effectivecommunication among individuals. The most common ones are Facebook,Twitter, and YouTube among others. Consequently, most of thehealthcare organizations are using social media, particularlyFacebook, to connect with patients, stakeholders, experts, andconsumers.

ConsideringFacebook, it is evident that a significant number of consumers useinformation from social media on how to deal with their healthrelated issues. Health care organizations can assess the strengthsand weaknesses of social media forums, to determine how they relateto health care marketing. For example, Facebook is the leading socialmedia to use since it has the highest number of registered users.Therefore, it has become a primary source for users and subscribersin search of health information (Ginter, Duncan &amp Swayne, 2013). Social media users search for healthy living ideas, health events,and view educational videos from hospitals and health experts amongothers. Based on my opinion, it is possible that the pros of usingthe forums outweigh the cons. This is evidenced whereby it can beeasily accessed by anyone since it is cost effective. Social media donot cost anything to get started, and therefore the physicians caninteract with patients and create relationships online (Ginter,Duncan &amp Swayne, 2013)

InternalDevelopment of a Marketing Plan

Amarketing plan is a strategic document outlining business activitiesdesigned to promote the achievements of specified business goals andobjectives within a set time frame. The main challenge in thedevelopment of a marketing plan in any healthcare place is to satisfythe various and diverse internal demands. A comprehensive marketingstrategy offers the insight and tools to predict, construct necessarysupport system, and defining the measure of the hospital marketingsuccess (Berkowitz, 2016). The present competitive health careenvironment has led to many organizations to adopt a marketing drivenplanning approach. A marketing driven planning process helps inminimizing mistakes such as offering a service that is not needed inthe marketplace. Internal development of a market for a health caremarketing is applied when there is an assessment of what the marketdemands and later the response of the organization (Berkowitz, 2016).Lastly is that although a marketing driven process does not assureits success, it does minimize the probability of failure.

TheEffect of Online Marketing

Onlinemarketing is an effective way to change health behavior in many areasof risks. It is applicable on commercial marketing strategies topromote public health hence the reason why it is widely used toinfluence health behavior. (Roberts &amp Zahay, 2012). Despite allthis online space, marketers are faced with various challengesinclusive of increased number and types of health issues competingfor public attention and augmented number and type of communicationchannels among others. Regarding competing for attention, onlinemarketing aimed at changing health behavior encounters externally andinternally (Roberts &amp Zahay, 2012). Social marketing usescommercial marketing strategies such as branding to change healthbehavior. Therefore, it can be concluded that the effect of onlinemarketing on healthcare is to change health behavior as evidencedfrom studies of mass communication campaigns.

SocialMedia and Ethical Concerns

Theutilization of social media in healthcare marketing has resulted insome concerns about professional, individual privacy, integrity,responsibility, and reliability of health care specialists. Throughsocial media, direct conversation with the patient may expose thepatients’ health information and preserve their trust, which isessential for competent clinical care (Lo, 2013). Furthermore, socialmedia makes medical institutions more personal and humane. Inhealthcare, marketing dependency on social media has resulted inchanges in the patients’ behavior. In return, this will influencehealth care delivery and research.


Berkowitz,E. N. (2016). Essentialsof health care marketing. Sudbury:Jones &amp Bartlett Learning.

Roberts,M. L., &amp Zahay, D. L. (2012). Internetmarketing: Integrating online and offline strategies.Mason, OH: South-Western Cengage Learning Publishers.

Lo,B. (2013). Resolvingethical dilemmas: A guide for clinicians.Philadelphia: Wolters Kluwer/Lippincott Williams &amp WilkinsPublishers.

Ginter,P. M., Duncan, W. J., &amp Swayne, L. E. (2013). Strategicmanagement of health care organizations.San Francisco, CA: Jossey-Bass, Wiley Publishers.