By JAAN SIDOROV, MD

Include social media like “Facebook” or “Twitter” in health care business plan, and you’ll probably prompt glazed looks from the average health care administrator. Those who recognize the terms will want to know what they have to do with filling up that new heart catheterization suite or increasing referrals to their infusion center.  They’re too busy with marketing flotsam like “Top 100” billboard campaigns or convincing the local news media to mention that newly renovated lobby. These functionaries look, but they do not see.

Case in point: during a recent work-out at the local fitness center, the Disease Management Care Blog  witnessed two elder women chatting while speed-walking on side-by-side treadmills.  Down the row were two younger women on side-by-side exercise bicycles, also chatting.  The difference was that the two younger women had ear plugs in place, their cell phones out and were simultaneously texting.  All four women were continuously talking at the same time, but that’s not the point.  The point is that two-way web-based cellular communication is fast becoming a 24-7 standard for tens of millions of people.  Those two elders may currently command greater purchasing power, but those texting youngsters is where the future lies.

As mentioned in yesterday’s post, health care organizations that realize that they need to get the attention of the two women on those exercise bikes will find it extremely challenging.  That’s because those ladies will have to “opt-in” and agree to “friend” or “follow” you.Continue reading…