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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?
___________________________________________
___________________________________________
___________________________________________
___________________________________________
___________________________________________
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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.
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
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
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
“…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
Google+ Facebook
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!
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
