Wk 3 Summative Assessment: Innovation Report
University of Phoenix
As a healthcare manager, it is important to recognize the diverse needs and preferences of our
consumers. Understanding consumer demographics and investigate how media, social
networks, branding, marketing, and communication contribute to their decision-making
process allow us to determine both the positive and negative influences these channels have
on healthcare consumer choices. In this report, I will be focusing on the pros and cons to
social media, what impact do news media and social networking have on consumers' choice
of healthcare services, how health care organizations' branding, marketing, and
communication influence a consumer's choice, and how communication and educational
efforts may differ when marketing health care services to consumers of different generations.
Pros and Cons to Social Media in Healthcare Social media has tremendously improved the
networking, education, and other activities within the healthcare industry. However, these
tools also present some potential risks. Some of the pros to social media in healthcare are
increased patient engagement, faster dissemination of information, networking and
collaboration, health education and promotion (Ventola, 2014). First, social media allows
patients to easily connect with healthcare providers, using social media platforms such as
twitter and Facebook for example, healthcare providers can interact with patients and provide
patient education and health monitoring. Second, healthcare professionals can share
important updates, news, and research findings with a wider audience through social media
platforms. Third, social media allows medical professionals to participate in online
communities, connect with colleagues, share knowledge, and collaborate on research
University of Phoenix
As a healthcare manager, it is important to recognize the diverse needs and preferences of our
consumers. Understanding consumer demographics and investigate how media, social
networks, branding, marketing, and communication contribute to their decision-making
process allow us to determine both the positive and negative influences these channels have
on healthcare consumer choices. In this report, I will be focusing on the pros and cons to
social media, what impact do news media and social networking have on consumers' choice
of healthcare services, how health care organizations' branding, marketing, and
communication influence a consumer's choice, and how communication and educational
efforts may differ when marketing health care services to consumers of different generations.
Pros and Cons to Social Media in Healthcare Social media has tremendously improved the
networking, education, and other activities within the healthcare industry. However, these
tools also present some potential risks. Some of the pros to social media in healthcare are
increased patient engagement, faster dissemination of information, networking and
collaboration, health education and promotion (Ventola, 2014). First, social media allows
patients to easily connect with healthcare providers, using social media platforms such as
twitter and Facebook for example, healthcare providers can interact with patients and provide
patient education and health monitoring. Second, healthcare professionals can share
important updates, news, and research findings with a wider audience through social media
platforms. Third, social media allows medical professionals to participate in online
communities, connect with colleagues, share knowledge, and collaborate on research
