Abstract Social media has become a mainstay of communication between business-to-business and business-to-consumer endeavors. However, lacking is a fair and balanced discussion of the risks and benefits of utilization and implementation, in particular, within healthcare communications. Our research objective is to assess current attitudes of healthcare, pharmaceutical and life sciences executives on the topic. [...]
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Abstract This article will examine high yield opportunities for healthcare and healthcare related companies to consider when evaluating the potential for social media within their integrated marketing communication plans. There is a considerable and justifiable amount of perceived risk for any healthcare organization when evaluating the potential rewards that this direct channel could provide. [...]