A new FDA-approved drug takes aim at a deadly form of tuberculosis

Brent L. Rollins PHAR 121G Health Care Systems 9-9-2010

Thomaselli R. Health-care reform stokes spending by top hospitals, clinics. Advertising Age [Internet]. 2010 Jun 28 [cited 2010 Jul 2]. Available from: http://adage.com/article?article_id=144696

In this article, Rich Thomaselli explains how top hospitals and clinics are adapting to a

new age of medical marketing. Nationally recognizable health care facilities and institutions,

such as the Mayo or Cleveland Clinic, are using marketing throughout the country to position

themselves as the undisputed leader in various health care areas. As new health care reform

takes shape and the baby boomer generation begins to age, these leading facilities are realizing

an opportunity for growth and have identified social media as the route of communication. Sites

such as Twitter, Facebook and YouTube are now filled with health care facilities’ messaging in

order to promote their brand and expand the impact of word-of-mouth marketing nationwide.

The idea of hospitals using a national marketing campaign, and in particularly social

media, impacts the health care system in many ways. First, local health plans must decide

whether to cover care at one of these facilities, which may be 500+ miles away from their

coverage area, if a member only wants to receive care at “the best.” Second, we have only

scratched the surface regarding the impact of social media on health care. Practically every

health care facility, office or store not utilizing social media could be put in a disadvantaged

position and be viewed negatively in the eyes of consumers for not having a Facebook page or

Twitter account. Finally, just as the beach is a yearly summer destination, the idea of these top

facilities becoming the desired health care destination places a heavy burden on local community

hospitals, which may not have the funds to keep up. These facilities will have to work hard to

maintain their status within the community and not just be seen as an emergency room or end-of-

life facility.