Will you be my “friend”?

There are multiple ways to incorporate the concept of “friends” into the patient experience.

First, we should make it easy for people to share our content.

Second, we should give our readers good reasons to share, whether it is funny content, education or invitations to a brand advocacy program.

eg. One hospital saw a rise in clickthroughs after adding a “Items you might be interested in” section at the bottom of their weekly eNewsletter featuring products recommended by people who purchased similar things.

Another way to engage friends is to make the webpage linked from your emails a community, example :: adding a Twitter stream, integrating Facebook Connect for updates, the most popular topics on discussion boards, or recent media coverage your physicians got, etc.

The more human interaction you can foster, the higher their engagement.

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