2014 social media marketing trends and the independent pharmacy final

2014 Social Media Marketing Trends and

the Independent Community Pharmacy

Cody J. Midlam, PharmD,CGP

Introduction

This program will identify current social media marketing

practices as they apply to small and mid-sized businesses.

These concepts will be applied to retail pharmacy,

demonstrating how an independent pharmacy owner can

leverage social media marketing to build and maintain a

position of value in both local and online communities.

Objectives

Explain what social media marketing is in 2014

Identify the most common tools currently being used

for social media marketing

Describe how social media marketing applies to

small businesses and specifically, independent

community pharmacies

Cite real-world success stories of social media in

healthcare and related industries

Compare and contrast internal vs external marketing

efforts for the independent pharmacy owner

What is Social Media?

Social Media defined:

Forms of electronic communication through which users

create online communities to share information, ideas,

personal messages, and other content (as videos)

Social Media is part of a broader technological

change known as Web 2.0

1. Merriam Webster. An Encyclopedia Britannica Company. Definition: Social Media. 2013 Merriam-Webster, Incorporated. Retrieved June 12, 2014 from

http://www.merriam-webster.com/dictionary/social%20media

What is Social Media Marketing?

Using social media tools to market your business,

products, or services

Stand-alone offering

Augment your current marketing efforts

Differs dramatically in the way content is pushed to

end consumer

How Does it Differ?

1. Stanford Research into the Impact of Tobacco Advertising. [Photograph]. Retrieved from

http://tobacco.stanford.edu/tobacco_main/images.php?token2=fm_st001.php&token1=fm_img0002.php&theme_file=fm_mt001.php&theme_name=Doctors%20Smoking

&subtheme_name=More%20Doctors%20Smoke%20Camels

Historical Marketing

Find a target audience

and market to them

Content entices,

(sways, persuades,

convinces, etc.)

potential customer to

use or purchase your

product or service

How Does it Differ?

1. FordSocial [Author’s Screenshot]. Retrieved from http://social.ford.com/

Social Marketing Find value

proposition for target audience

Provide answers to their questions and meet their real needs

Subtlety

Social Media marketing is still marketing with

marketing goals

Lead generation

Brand awareness

Customer loyalty

Build interest/ word of mouth

Social media provides content which softly leads the

consumer back to you

Social Media Marketing in 2014

Where is Social Media Marketing at now?

MAINSTREAM More brands moving to social media marketing in the

past year

Changes consumers’ perceptions about products, brands,

services

Slowly moving out of the realm of optional

Differing Opinions

Some experts believe social media marketing requires engagement with the community

Active dialogue with followers on blogs, Twitter, Facebook

Other experts believe the true value of social media is the creating of valuable content

Often referred to as ‘content marketing’

Content Marketing

1. Health.gsk. [Photograph]. Retrieved from http://public.gsk.co.uk/products/relvar/my-relvar-website/living-with-my-asthma.html

Sharing content (such as media or published

content) for the sake of attracting new customers

Common rules

Content must be valuable for the end-user/ reader

Content should be solving a problem the consumer has or

meeting an unmet need

Content should be consistent and the quality reproducible

Examples of Content Marketing

Cleveland Clinic: Hosts Health Hub blog covering a

wide-range of health topics

Ely Lilly: Partners with Disney Interactive to create

online resource for families caring for children with

Type I Diabetes

Pfizer: Hosts “Getting Old” online patient community

where users discuss topics associated with aging

Cleveland Clinic

1. Cleveland Clinic HealthHub. [Author’s Screenshot]. Retrieved from ttp://health.clevelandclinic.org/

Eli Lilly/ Disney

1. Spoonfull [Author’s Screenshot]. Retrieved from http://spoonful.com/type1

Pfizer Get Old Campaign

Pfizer Get Old. [Author’s Screenshot]. Retrieved from https://www.getold.com/#home

Social media campaign where users discuss their sentiments about aging

Online Community where people can

Get and share information

Add to dialogue about aging

Reflection

What do those three examples have in common?

___________________________________________

___________________________________________

___________________________________________

___________________________________________

___________________________________________

___________________________________________

___________________________________________

___________________________________________

___________________________________________

___________________________________________

___________________________________________

Is it Necessary?

1. DeMers, Jayson. The Top 7 Social media marketing Trends That Will Deominate 2014. Forbes Online. Retrieved from

http://www.forbes.com/sites/jaysondemers/2013/09/24/the-top-7-social-media-marketing-trends-that-will-dominate-2014/

Investment in Social Media Will Become a Necessity,

Not a Luxury

2014 will be the year social media marketing moves from

‘should have’ to ‘must have’

Measureable benefits such as lead generation, referral

traffic, and revenue will increase in 2014

And for Pharmacy?

Requires a focus on the changing pharmacy

environment

Health reforms, drug pricing, and downward

pressure on margins from external sources

Result (and may force) new paradigms and niches of

pharmacy practice

When new initiatives are undertaken current and

potential customers need to be aware

This requires customer-facing advertisement

Who Fills Prescriptions?

1. Social Networking Fact Sheet. Pew Research Internet Project. Retrieved June 12, 2014 from http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/

Importance of Age

1. Social Networking Fact Sheet. Pew Research Internet Project. Retrieved June 12, 2014 from http://www.pewinternet.org/fact-sheets/social-networking-fact-sheetQiuping,

2. Gu, Dillon, Charles, Burt, Vicki. Prescription Drug Use Continues to Increase: U.S. Prescription Drug Data for 2007-2008. Centers for Disease Control and Prevention.

Retrieved June 12, 2014 from http://www.cdc.gov/nchs/data/databriefs/db42.htm

% of use of at least one Rx in past month:

20-59: 48.3%

60 +: 88.4%

Changing Times

1. Cooper, Belle Beth. 10 Surprising Social Media Statistics That Will Make You Rethink Your Social Strategy. Fast Company. Retrieved June 12, 2014 from

http://www.fastcompany.com/3021749/work-smart/10-surprising-social-media-statistics-that-will-make-you-rethink-your-social-stra

The fastest growing demographic on Twitter is the

55–64 year age bracket

This demographic has grown 79% from 2012 to 2013

The 45–54 year age bracket is the fastest growing

demographic on both Facebook and Google+

For Facebook, this group has jumped 46%

For Google+, 56%

The Tools

1. CDC Staff. Centers for Disease Control and Prevention. CDC Social Media Tools, Guidelines & Best Practices. Available from:

http://www.cdc.gov/socialmedia/tools/guidelines/index.html. Accessed March 24, 2013.

Facebook

1. Berke, Adam. Facebook Exchange News Feed by the Numbers. AdRoll Blog. Retrieved June 12, 2014 from http://blog.adroll.com/facebook-exchange-news-feed-

numbers

Continues to redesign platform for marketing

Social search

Paid advertisements appear in users’ newsfeed

The most widely used platform by key pharmacy

demographics

Platform for small business

Out of the box tools

Facebook remains on Top

1. Los Angeles Creative Pro User Group. [Photograph] Retrieved from http://www.lafcpug.org/phorum/read.php?1,265459,265579

Facebook by the Numbers

1. Daily Mail Reporter. Facebook and YouTube help the elderly 'keep their brains active and reduce stress and depression’. Retrieved June 12, 2014 from

http://www.dailymail.co.uk/sciencetech/article-1376507/Facebook-YouTube-help-elderly-brains-active-reduce-stress-depression.html

71% of online adults use Facebook

45% of online adults 65+ use Facebook!

71% of online

adults use

Facebook

Use is consistent

across

geography

Urban 75%

Suburban 69%

Rural 71%

Facebook for Business

1. Facebook. (2013). “Create a Page Screen.” https://www.facebook.com/pages/create/. Author’s screenshot.

Pre-set Page

algorithms

Choose type of

page that best

suits local

pharmacy

Local business

or place to use

features for

physical traffic

Insights

1. Tim. 5 top social media tips for nonprofit fundraising in 2014. Miratel solutions Inc. Retrieved June 12, 2014 from http://www.miratelinc.com/blog/5-top-social-media-

tips-for-nonprofit-fundraising-in-2014/

• Measure your pages’ success with Facebook insights

• Tailor your marketing approach ongoing

Twitter

140 Characters only for each post

May not be the most applicable platform for the

community pharmacy now… but…

The 55-64 year age bracket is the fastest growing

demographic on Twitter

Increase by 79% from 2012 to 2013

1. Cooper, Belle Beth. 10 Surprising Social Media Statistics That Will Make You Rethink Your Social Strategy. Fast Company. Retrieved June 12, 2014 from

http://www.fastcompany.com/3021749/work-smart/10-surprising-social-media-statistics-that-will-make-you-rethink-your-social-stra

Tips for Twitter

Search for content on Twitter in your local community

Can use search bar to find local topics of interest

For example

“san diego diabetes” results in a wealth of information about

local happenings in the diabetic community

“san diego health” results in local health fairs, and health-related

news stories

Use “Twitter Operators” for additional options Operator = search shortcut

Twitter Operators

1. Twitter staff. Using Advanced Search [Photograph]. Retrieved from https://support.twitter.com/articles/71577-using-advanced-search

Search

‘nearby’ to

find

information

specific to

each of your

pharmacies

#

#whatexactlyisahashtag

Started with Twitter, Facebook has now incorporated

hashtags (as well as Instagram)

Use a Hashtag to find information on specific subjects, or

start your own

#HDPHealthFair14

Follow Happy Days Pharmacy Health Fair 2014 on Twitter at

#HDPHealthFair14

Ask questions or share your thoughts during the RBC social media

marketing for pharmacy session at

#RBCsocmedmktg

Google+

1. ComScore staff. comScore Releases April 2014 U.S. Search Engine. Retrieved June 12, 2014 from

Rankingshttp://www.comscore.com/Insights/Market_Rankings/comScore_Releases_April_2014_US_Search_Engine_Rankings

Growth reported to be outpacing Twitter

between 2013 and 2014

Increasing use due to Search Engine

Optimization (SEO)

SEO = getting your business to pop up in a

search result

Google is the most important search

engine (67.5% of all searches)

SEO

Major aspect of online marketing for the past decade

Digital tricks to boost a website ranking in search results

Marketers have to understand how search engine

algorithms work (and how they change)

Common tricks have included

Key words, editing website coding, or links (links from one

website to another)

Tips/ Tricks of SEO

1. Korhan, Jeff. John Wiley & Sons, Inc., Hoboken, NJ. 2013. Built-In Social: Essential Social Marketing Practice for Every Small Business.

Facebook is important but not enough

For the most part what happens on Facebook stays on

Facebook

“…becoming proficient with search doesn’t need to

be complicated, it just requires you understand a

practice of learning what your customers find most

useful, creating it for them, and helping them locate it

using the social networks.”

BLOG

Self-published website where you can write about…

Very important for current SEO algorithms

When people share your blog with others they do so

by sharing a link

Web has thousands of links from one site to the next

This process is called backlinking or inbound linking

The more links your blog has the better

Blogging Rules of Thumb

1. Create valuable and relevant content

2. Do not advertise in every post

3. Use your own voice to make it personal

4. Allow tools to share your work via social media

5. Write for the audience reading your article

6. Remain cognizant of HIPAA and

professionalism

Blog as Hub

Blog

Website

Twitter

Google+ Facebook

LinkedIn

Pharmacy or Pharmacist Blog can be anchor or hub of other social media efforts

Must include MOBILE

1. Hemley, Debbie. 7 Mobile Social Marketing Tips to Connect With Mobile Users. Social Media Examiner. Retrieved June 12, 2014 from

http://www.socialmediaexaminer.com/tag/mobile-marketing

More social media users

access sites via mobile

Pinterest users are 92%

mobile

Twitter users are 86%

mobile

Facebook is 68% mobile

Tumblr is 46% mobile

Is there a pharmacy

somewhere around

here?!

Mobile is Local

1. Foursquare App Gets Improved Explore Tab. iClarified.com [Photograph]. Retrieved from http://www.iclarified.com/27850/foursquare-app-gets-improved-explore-tab

2. Yelp Staff. Getting Personal with the Yelp iPad App. Yelp. [Photograph]. Retrieved from http://officialblog.yelp.com/2012/06/getting-personal-with-the-yelp-ipad-

app.html

Smartphones are naturally

geo-locating

Get active on local platforms

Yelp

Foursquare

Use Google + to create a

Google Places page

Helps Google search local

Small Businesses

Social is a perfect fit for small business

Community-based

Local business understand the needs of their customers

Flexibility to adapt to changes

Focus on solving the communities’ needs

Use Google Alerts to set automated search queries on

topics of interest

Google.com/alerts

Competition

Customers need a reason to like your business

They desire quality products at a fair price

Competition drives differentiation

Use Social to make your business more ‘human’

Discuss backstory on businesses’ founding

Share stories about your staff

Post photos and videos about daily activities or special

events

Word of Mouth

Customers share experiences with one another

about your pharmacy

Builds community support over time

In the social space these positive sentiments remain

online indefinitely

Positive reviews can be

showcased on your website

Awards and recognition can ssss

can be showcased online

Applied to Pharmacy

Pharmacy is a highly specialized, information

intensive field

There is a LOT of interest in health information

online

Social media offers a way for pharmacists to share

their knowledge in a new way

Online Health Info Numbers

1. Health Fact Sheet. Pew Research Internet Project. Retrieved June 12, 2014 from http://www.pewinternet.org/fact-sheets/health-fact-sheet/

87% of US adults use the internet as of 2014

72% of internet users say they have looked

online for health information in the past year

How?

77% started this search through a search engine

13% used health-specific site such as WebMD

What is Being Searched?

1. Fox, Susannah, Duggan, Maeve. Information Triage. Pew Research Internet Project. Retrieved June 12, 2014 from http://www.pewinternet.org/2013/01/15/information-

triage/

Which topics

could a

pharmacist

help with?

Ask the Pharmacist

Consider a platform where people can ask the

Pharmacist a question

Share the question and answers on your site, blog, or

other social channels

Blog on topics you’re knowledgeable about and that

are being searched by the public

Medical treatments

Health insurance

How to reduce a patient’s healthcare costs

Drug safety or recalls

Healthy Pharmacy Customers

Join your local community in

promoting healthy choices

Healthy eating tips and resources

Smoking cessation resources

Many potential customers use

products to stay healthy and are

not picking up medications from

your pharmacy Opportunity to market vitamins,

supplements, homeopathic and herbal

products

What Can Pharmacists Do?

5.4 Million more Americans have insurance between

March of 2013 and 2014

Serve as a health information resource for the newly

insured

Help patients better understand health insurance

Show them how to review a plan’s formulary

Explain what a formulary is and how it works

Are there penalties going off formulary?

Will non-formulary drugs be covered?

1. Sharon K. Long, Genevieve M. Kenney, Stephen Zuckerman, et.al. QuickTake: Number of Uninsured Adults Falls by 5.4 Million since 2013. April 3, 2014. Health Reform

Monitoring Survey. Urban Institute Health Policy Center. Retrieved June 12, 2014 from http://hrms.urban.org/quicktakes/changeInUninsurance.html

A Few Examples

1. Staff Writers. 20 Hospitals With Inspiring Social Media Strategies. January 11, 2014. Medical Billing & Coding Blog. Retrieved June 12, 2014 from

http://www.medicalbillingandcoding.org/blog/20-hospitals-with-inspiring-social-media-strategies

2. https://www.youtube.com/watch?v=M8WxzW9Z5JM

Nebraska Medical Center

Created YouTube video where a patient shared her

experience about a cancer surgery

The surgery became so high in demand that the hospital

had to open a new clinic

Hospital encourages patients to share experiences and

find info with QR Codes

A Few Examples

1. Candy Canes For a Cause. [Photograph]. Retrieved from http://zyngablog.typepad.com/.a/6a01156fcaccc3970c0148c6c0792b970c-800wi

2. Staff Writers. 20 Hospitals With Inspiring Social Media Strategies. January 11, 2014. Medical Billing & Coding Blog. Retrieved June 12, 2014 from

http://www.medicalbillingandcoding.org/blog/20-hospitals-with-inspiring-social-media-strategies

University of California

San Francisco Benioff

Children’s Hospital

Took on a social media

fundraising contest named

Challenge for the Children

165,000 people raised

over $1 million

$805,554 raised by selling virtual candy canes in the

Facebook game FarmVille

A Few Examples

WakeMed Health & Hospitals

Shared time-lapsed video from the hospital heli-pad of a

tornado passing through the area

Demonstrated the hospital’s importance as a valuable

resource in the community

Had nothing to do with healthcare

TIP: “just pay attention to what’s going on.”

- WakeMed Spokeswoman, Heather Monackey

Reflection

What do those three examples have in common?

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Reflection

What do they have in common with the three examples

(Cleveland Clinic, Eli Lilly, Pfizer) from earlier?

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Meeting the Demands

Challenges for Independent Retail Pharmacy

Rx reimbursement

Third party billing

Chain competition

Mail order

Sum result = Time-constrained pharmacy staff with

increased pressure on the bottom line

Managing Time

How can a busy Pharmacist take on additional roles

with social media?

Involve the entire pharmacy team

Find team members who are knowledgeable and/or already

using social media

Ensure team understands rules of social media and your

marketing goals

Make it enjoyable

Share insights you’re passionate about

Do not let social media marketing become an obligation

Considerations

Customers want the Pharmacist opinion on certain subjects Distribute

social media activities accordingly

Ask the Pharmacist Forum

Pharmacist’ Blog

Initial outreach to community organizations

Pharmacist

‘Like’ posts on other pages in the community

Re-tweet others’ comments

Thank customers for leaving comments on Facebook

Technicians

Spreading the Workload

Technician/ Clerical

personnel

• Provide weekly update of customer questions

• Provide feedback on positive and negative customer sentiments

Administrative team

• Moderate social media sites

• Find people and business associated with the pharmacy to engage with online

• Assist with ongoing monitoring and benchmarking

Students

• Develop educational materials for posting

• Assist with blog articles related to pharmacy care

Addressing the Challenges

Challenges will result in new business models and

new revenue generators

Immunizations, MTM services, chronic disease monitoring

Social media is an excellent way to advertise these

patient-facing business shifts

Simple avenue for partnering with local health groups or

organizations

Share valuable content about a specific set of diseases or

therapeutic areas

Vendor Assistance

Not all pharmacy teams will have the bandwidth or

experience to take on social media marketing

Numerous consulting agencies are available specifically

for the pharmacy market

Prior to engaging with Social Media Marketing

pharmacy owners should analyze:

TIME SPENT

COST OF

STAFF

TRUE COST FOR YOU

What Can a Consultancy Provide?

Starting up

Website design with SEO optimization

Robust knowledge of current social media best practices

and trends

Management

Ongoing monitoring and tailoring of your social media

marketing plan

Posts on the pharmacies’ behalf

Benchmarking with execution on goals

What Are the Costs?

1. The Content Factory. How Much Does Social Media Marketing Cost? Retrieved June 12, 2014 from http://www.contentfac.com/how-much-does-social-media-marketing-

cost

Depends on how consultant is used

Initial Setup of your marketing plan: $1-10k

Management/ maintenance of your social media

channels: $2-8k/ mo.

Audit of your current social media plan: $1-6k initially,

$500- 4k/ mo. ongoing

Costs vary based on how much assistance is

required (time and inputs)

Pricing is not regulated and will vary widely

Call and ask for a quote prior to making a decision

The Decision

Determine the amount of time it would take for your

team to

Understand the tools required

Create content to share

Monitor your presence

Remember ALL currently available social media

channels are free

Advertising costs extra

Work Through a Draft Setup

Place yourself in the driver seat as an Independent

Retail Pharmacy owner embarking in Social Media

Marketing

First Steps

Audience

Goals

Resources

Measurement

Target Audience

Describe your Target Audience:

__________________________________________

__________________________________________

__________________________________________

__________________________________________

__________________________________________

__________________________________________

__________________________________________

__________________________________________

__________________________________________

__________________________________________

__________________________________________

Measurement

Describe the goals you wish to obtain via social media marketing: ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Resources Describe the Roles you can assign to:

Pharmacist:_______________________________________________________________________________________________________________________________________________

Technician:________________________________________________________________________________________________________________________________________________

Administion:_______________________________________________________________________________________________________________________________________________

Student:__________________________________________________________________________________________________________________________________________________

Measurement

Describe how you will measure your social media marketing efforts: ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Conclusion

Social Media Marketing is here to stay

As local businesses, independent retail pharmacies

are an excellent match for the tools social media has

to offer

Start by thinking of the value you provide to your

community ever day and how (sharing of) that value

can be amplified with social media

Get engaged with your pharmacies’ customers and

continue to grow your relationships!

Questions?

Thank you

Cody Midlam, PharmD, CGP

[email protected]

1. Stanford Research into the Impact of Tobacco Advertising. [Photograph]. Retrieved from http://tobacco.stanford.edu/tobacco_main/images.php?token2=fm_st001.php&token1=fm_img0002.php&theme_file=fm_mt001.php&theme_name=Doctors%20Smoking&subtheme_name=More%20Doctors%20Smoke%20Camels

2. FordSocial [Author’s Screenshot]. Retrieved from http://social.ford.com/3. Health.gsk. [Photograph]. Retrieved from http://public.gsk.co.uk/products/relvar/my-

relvar-website/living-with-my-asthma.html 4. Cleveland Clinic HealthHub. [Author’s Screenshot]. Retrieved from

ttp://health.clevelandclinic.org/5. Spoonfull [Author’s Screenshot]. Retrieved from http://spoonful.com/type16. Pfizer Get Old. [Author’s Screenshot]. Retrieved from https://www.getold.com/#home 7. DeMers, Jayson. The Top 7 Social media marketing Trends That Will Deominate 2014.

Forbes Online. Retrieved June 12, 2014 from http://www.forbes.com/sites/jaysondemers/2013/09/24/the-top-7-social-media-marketing-trends-that-will-dominate-2014/

8. Social Networking Fact Sheet. Pew Research Internet Project. Retrieved June 12, 2014 from http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet

9. Qiuping, Gu, Dillon, Charles, Burt, Vicki. Prescription Drug Use Continues to Increase: U.S. Prescription Drug Data for 2007-2008. Centers for Disease Control and Prevention. Retreived June 12, 2014 from http://www.cdc.gov/nchs/data/databriefs/db42.htm

10. Cooper, Belle Beth. 10 Surprising Social Media Statistics That Will Make You Rethink Your Social Strategy. Fast Company. Retrieved June 12, 2014 from http://www.fastcompany.com/3021749/work-smart/10-surprising-social-media-statistics-that-will-make-you-rethink-your-social-stra

11. CDC Staff. Centers for Disease Control and Prevention. CDC Social Media Tools, Guidelines & Best Practices. Retrieved June 12, 2014 from http://www.cdc.gov/socialmedia/tools/guidelines/index.html. Accessed March 24, 2013.

12. Berke, Adam. Facebooke Exchange News Feed by the Numbers. AdRoll Blog. Retrieved June 12, 2014 from http://blog.adroll.com/facebook-exchange-news-feed-numbers

13. Los Angeles Creative Pro User Group. [Photograph] Retrieved from http://www.lafcpug.org/phorum/read.php?1,265459,265579

14. Daily Mail Reporter. Facebook and YouTube help the elderly 'keep their brains active and reduce stress and depression’. Retrieved June 12, 2014 from http://www.dailymail.co.uk/sciencetech/article-1376507/Facebook-YouTube-help-elderly-brains-active-reduce-stress-depression.html

15. Facebook. (2013). “Create a Page Screen.” https://www.facebook.com/pages/create/. Author’s screenshot.

16. Tim. 5 top social media tips for nonprofit fundraising in 2014. Miratel solutions Inc. Retrieved June 12, 2014 from http://www.miratelinc.com/blog/5-top-social-media-tips-

for-nonprofit-fundraising-in-2014/17. Twitter staff. Using Advanced Search [Photograph]. Retrieved from

https://support.twitter.com/articles/71577-using-advanced-search18. ComScore staff. comScore Releases April 2014 U.S. Search Engine. Retrieved June 12, 2014

from Rankingshttp://www.comscore.com/Insights/Market_Rankings/comScore_Releases_April_2014_US_Search_Engine_Rankings

19. Korhan, Jeff. John Wiley & Sons, Inc., Hoboken, NJ. 2013. Built-In Social: Essential Social Marketing Practice for Every Small Business.

20. Hemley, Debbie. 7 Mobile Social Marketing Tips to Connect With Mobile Users. Social Media Examiner. Retrieved June 12, 2014 from http://www.socialmediaexaminer.com/tag/mobile-marketing

21. Foursquare App Gets Improved Explore Tab. iClarified.com [Photograph]. Retrieved from http://www.iclarified.com/27850/foursquare-app-gets-improved-explore-tab

22. Yelp Staff. Getting Personal with the Yelp iPad App. Yelp. [Photograph]. Retrieved from http://officialblog.yelp.com/2012/06/getting-personal-with-the-yelp-ipad-app.html

23. Health Fact Sheet. Pew Research Internet Project. Retrieved June 12, 2014 from http://www.pewinternet.org/fact-sheets/health-fact-sheet

24. Fox, Susannah, Duggan, Maeve. Information Triage. Pew Research Internet Project. Retrieved June 12, 2014 from http://www.pewinternet.org/2013/01/15/information-triage/

25. Sharon K. Long, Genevieve M. Kenney, Stephen Zuckerman, et.al. QuickTake: Number of Uninsured Adults Falls by 5.4 Million since 2013. April 3, 2014. Health Reform Monitoring Survey. Urban Institute Health Policy Center. Retrieved June 12, 2014 from http://hrms.urban.org/quicktakes/changeInUninsurance.html

26. Staff Writers. 20 Hospitals With Inspiring Social Media Strategies. January 11, 2014. Medical Billing & Coding Blog. Retrieved June 12, 2014 from http://www.medicalbillingandcoding.org/blog/20-hospitals-with-inspiring-social-media-strategies

27. Carcinoid Clinic - The Nebraska Medical Center [Author’s Screenshot. Retrieved from https://www.youtube.com/watch?v=M8WxzW9Z5JM

28. Candy Canes For a Cause. [Photograph]. Retrieved from http://zyngablog.typepad.com/.a/6a01156fcaccc3970c0148c6c0792b970c-800wi

29. The Content Factory. How Much Does Social Media Marketing Cost? Retrieved June 12, 2014 from http://www.contentfac.com/how-much-does-social-media-marketing-cost

30. Merriam Webster. An Encyclopedia Britannica Company. Definition: Social Media. 2013 Merriam-Webster, Incorporated. Retrieved June 12, 2014 from http://www.merriam-webster.com/dictionary/social%20media

REFERENCES