Social Media Brings Billions To Healthcare

Perhaps more than in any other field, the power of the testimonial is key in health care, as patients and families researching diagnoses often turn to patients with similar experiences. Social media gives hospitals and clinics the chance to share patient stories and connect consumers. "Patients really want an outlet for telling their stories and social is such beautiful way for people to do that," said Margaret Coughlin, senior VP-chief marketing and communications officer for Boston Children's Hospital, which has a strong presence on Facebook.

Patient services revenue grew from $1 billion to $1.4 billion, according to annual reports. Hospital's integrated marketing approach, which includes TV, print, digital, earned media, social and other types of direct marketing, contributed to the growth.