“That’s where the money is.”
The legendary bank robber Willie Sutton, when asked, gave this straightforward response explaining his motivation. A similar motivation may be ascribed to the early adopters among health care providers who have established beachheads on various social media properties on line. Why be active in on line social networks? That’s where the people are: patients, caregivers, potential collaborators and referral sources, like many, many other people, are using social media more and more. Facebook has become nearly ubiquitous, and its user base is growing not only among the younger set, but also among the older set, who are signing up so they can see pictures of their grandkids. In today’s wired society, on line social networking is the new word of mouth. Word-of-mouth referrals, personal recommendations, have always been prized; we have simply moved many of those conversations on line.
Over half of Americans rely on the internet when looking for health care information. Many on line searches are conducted on behalf of another person. Most people expect their health care providers to be on line, providing trustworthy information – and the day of the static website has passed. In addition, a growing subset of the population is comprised of “e-patients” – the “e” stands for educated, engaged and empowered – who seek out health care providers prepared to engage with them both in person and on line.







