The Strategic Imperative for the Use of Social Media in Health Care

J Am Coll Radiol. 2018 Jan;15(1 Pt B):155-161. doi: 10.1016/j.jacr.2017.09.027. Epub 2017 Nov 9.


Although health care lags behind many other industries in adopting social media as part of a business strategy, the Mayo Clinic recognized the importance of these applications more than a decade ago. In addition to typical media relations and marketing tactics, the Mayo Clinic has successfully used social media as part of an overall program to support the strategic imperatives of the institution.

Keywords: Brand; business strategy; marketing; patient demand; social media.

MeSH terms

  • Delivery of Health Care*
  • Health Education / methods*
  • Humans
  • Marketing of Health Services / methods*
  • Social Media / statistics & numerical data*