| Social media has become a dynamic, effective tool in today's world of business. The health care industry is slowly dipping into the pool of social media as a medium to reach customers, or patients. Not only are leaders of businesses utilizing this new avenue for information, but consumers are finding it to be trustworthy. Although this technological medium offers great promise and opportunity, government laws involving patients' protected health information create obstacles for the industry to overcome when considering how to engage customers. Historical data on the evolution of laws involving patient privacy are explained in this capstone as a problem health care organizations face when considering social media. After a thorough literature review of case studies, reports, and peer reviewed articles was completed, a SWOT analysis was used to address whether implementing social media as a cost efficient tool for marketing and consumer engagement is feasible and beneficial in the health care industry. Best practices were incorporated into a marketing plan proposal for implementing successful social media applications. There are numerous benefits with the employment of social media in health care, but legal awareness, preparation, and monitoring are keys to success. Marketing and communication professionals should embrace social media as a powerful tool for marketing, education, and to build relationships with customers. |
