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As Pharmaceutical companies delve into executing more social media strategies and create presences on platforms such as Facebook, companies need to keep in mind anticipated changes that may shake things up. The latest being Facebook commenting changes.

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You knew Facebook was widespread when your grandmother “friended” you. Well now we may see the same widespread adoption in the healthcare industry as the American Medical Association (AMA) releases its first-ever mobile application - the Current Procedural Terminology (CPT) application. This application provides physicians quick search options to find appropriate codes to use for billing. Not so glamorous, but let me explain why this is important to the healthcare industry.

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It is hard not to notice the sponsored #MikeInTheWindow trending topic on Twitter and wonder “what in the world is this?” For those who don’t know, Mike in the Window is a campaign currently being conducted as part of Downy’s “Clean Sheet Week” Challenge where Mike Birbiglia, comedian and author of the New York Times best-seller “Sleepwalk With Me,” has been sleeping in a Macy’s store window to encourage consumers to test out the “long-lasting” freshness of Ultra Downy® April Fresh.

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Last Wednesday I attended the Business Development Institute’s (BDI) Mobile Healthcare (mHealth) Conference, hobnobbing with everyone from executives at Manhattan Research to influential healthcare bloggers from Pixels and Pills. In such a regulated industry where everyone is trying to understand the meaning of simply being “social,” let’s face it, mHealth is a bit 4.0 or beyond.

But that is not to say that the event did not produce some great learnings; with 41% of consumers wanting mobile healthcare information¹ and with forecasts like 81% of physicians will have smartphones by end of year², we continue to stress that the mobile market is one which Pharma should know how to approach, and approach right.

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As you may have seen, one area of healthcare communications that has grown significantly is the area of medical mobility. We’ve seen the research studies on patients, physicians and mobility, we’ve read about Pharma’s ever-growing interest to delve into this space with mobile applications that appeal to this hungry demographic, so we thought it would be great if we could move the discussion from this virtual environment to an in-person experience – to get a fresh perspective of what the hype is all about.

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Late last year we reported data that showed how mobility was changing the way physicians were practicing medicine and providing patient care (Check out my blog post in October titled What Mobility Means for Your Medical Professional). Well, it is the dawn of a new year and we are already seeing a new look for medical mobility in 2011 for physicians Pharma and patients alike.

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My healthcare background was very limited when I started focusing on it as it relates to social media but I found a great deal of resources that have helped me understand the hype that is this healthcare social media space. The most valuable thing I’ve learned is that if you want to enter the space you better be able to “walk the walk” and “talk the talk”. That is why I’ve highlighted 11 social media blogs and resources (in no particular order) that have, in my opinion, not only walked the walk but have helped shaped this space in the past year and most likely will moving into 2011.

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If you haven’t noticed, the healthcare industry, whether pharmaceuticals, doctors, hospitals, etc., is experimenting quite a bit in the social media space and with all the changes occurring, it is worth highlighting some recent trends from the past month.

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If you haven’t noticed, mobility in the healthcare space has gone through an evolution. From those “I’ve fallen and I can’t get up” LifeCall alerts, to the common beepers for quick and short updates and now to mobile devices!  Things are changing, slowly but steadily.

As we’ve seen in the past, adapting to the times is not so easy in regulated industries, especially one so heavily regulated as the medical industry but an area that has been the “hotspot” and continues to grow rapidly is mobile usage among medical professionals.

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Social media continues to evolve, shaping not just our thoughts on connectivity and information consumption online, but how it applies to our everyday lives.

This is not breaking news. Still, there are many people, brands and companies that are still dipping their toes in the social media pool, trying to gauge the value of social media platforms and leveraging these sites to connect with their key audiences. As a digital strategist with a traditional public relations background, I can see the value in both online and offline media, but note the increased convergence between the two mediums. Yet many companies still grapple with social media and are tasked with demonstrating “the value” more than ever. What if these same organizations knew that mainstream media reporters were conducting a good deal of their research on social media websites, such as blogs, Twitter or Wikipedia?

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