Hospitals say using social media to attract patients benefits both patients themselves and providers. Critics say it's about generating revenue ... not to mention the privacy concerns.
When the University of Pennsylvania Health System sought new patients for its lung transplant service last year, it turned to Facebook and Google. The results of the $20,000 advertising campaign on the websites exceeded administrators' expectations. During a few weeks in August and September, more than 4,600 people clicked on the ads and 36 people made appointments for consultations.
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