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A View on Digital and Social Media in Health Care

A View on Digital and Social Media in Health Care

August 27, 2015 0 Comments

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The Fight to be the Epicenter of Digital Health

Boston, San Diego, San Francisco…these cities have become synonymous with the digital health movement. But now, Catalyst HTI is bringing together private enterprise (startups to Fortune 20), government, academic and non-profit organizations with healthcare providers and payers to accelerate innovation in Denver. The partnership will bring a 300,000-square-foot digital health center to Denver’s River North (RiNO), with the hope of making Colorado America’s “digital health capital.”

Read full story at MedCityNews


“What this initiative proves is that digital health is no longer an industry supported and lead by start-ups and emerging opportunities. Instead the industry has created a strong impact in all states within the United States, and will continue to play an integral role within the health care industry. While cities may continue to fight to be at the top, the reality is that nationwide, digital health growth will continue.”– Kendra Cassillo

Kendra is passionate about advancement and collaboration within the Digital Health industry.


Will Social Get Less Social?

Over the past couple of weeks, Facebook and Twitter have both announced robust new capabilities for their growing ad networks. Specifically, both platforms now let you serve highly-targeted auto-play video ads to users outside of Twitter or Facebook. Twitter’s external ad network, called MoPub, and Facebook’s, called Facebook Audience Network, each reach hundreds of millions of additional users beyond the social media networks’ walls.

Read full story at WSJ


“This is great news! Facebook and Twitter both offer powerful targeting options, and our team is great at using them to make sure your client’s messages are reaching the right people in the right place. I worry though that as it becomes easier to do “traditional advertising” via Twitter and Facebook, it will be tempting for clients to return to the easier olden days of the one-way communications megaphone. Let’s not lose sight of what made Twitter and Facebook special in the first place – the revolution they opened up in true two-way dialogue between companies and consumers.”– Julian Suchman

Julian is a digital strategist with a background in content marketing. He believes that brands can and should speak with more personality, even in highly regulated industries.


(Some) Facebook Marketers Can Finally Start Playing With Animated GIFs

In May, Facebook rolled out automatic GIFs in personal news feeds (aka user pages). This week, a select few brand pages are also getting the capability. If successful, the GIFs will then be rolled out to a broader audience.

Read full story at AdWeek


“Facebook’s auto-play feature has been highly successful, so this new GIF capability may be a great low budget option for our clients that don’t have the resources to produce video. Moving images have proven time and time again their muscle in call to action (CTA)/stopping power on social feeds. Keep an eye out for this capability to rollout to a broader subset of users soon. We should try to capitalize on it where it makes sense for clients.”– Chelsea Kaczmarek

Chelsea is the resident digital strategist for B2. @Chelsea_K


It’s the Message, not the Medium, that Landed Duchesnay in the FDA’s Crosshairs

By now, you have probably heard that an Instagram post by Kim Kardashian, promoting morning sickness treatment Diclegis, has landed drug maker Duchesnay in hot water with the FDA. The company received a warning letter from the FDA for an Instagram post the agency says: “entirely omits all risk information.” The post, which appeared on Instagram with a picture of Kim holding a bottle of the treatment, included a number of claims without any semblance of fair balance.

Read full story at Forbes


“When news of the warning letter began to spread, it sparked a narrative focused on the perils of social media for pharmaceutical companies. It was a predictable story line. Every time the FDA issues a warning letter that has even a remote tie to social media, it renews the conversation around whether or not pharmaceutical companies can engage on social media. But here’s the thing: it’s a false narrative. The problem in this case had nothing to do with the use of Instagram and everything to do with the drugmaker’s failure to include fair balance. Read that Instagram post again – there are several efficacy claims made without any mention of the product’s risks. If there is one golden rule of promotional pharmaceutical marketing, it’s to provide fair balance. The post did include a URL (the link wasn’t even live because Instagram does not allow that functionality) to the safety page of the product’s website, but the FDA has consistently shot down the supposed “one-click” rule. The problem wasn’t the medium, it was the message.”– Chris Iafolla

Chris leads the Digital & Social Strategy Practice in New York. Having spent the last 10 years working exclusively in digital and social health, he is convinced that there is a place and need for health care companies on social media channels.

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