“Entering the second decade of the 21st century, the imperative to take a human-centered approach in everything rings loud,” Ms. Hoenig-Carlson says. “This means getting inspired by people; especially those who share the condition which we seek to improve, and adopting a more collaborative and engaging orientation. Excelling in a patient-centered world requires that we observe and dialogue with customers in their real-life environments.”

Six key themes emerged in the book:

1) e-Patients are at the center and critical to learning and design;

2) Authenticity isn’t a “nice to do”, but a “must have”;

3) Don’t get distracted by social media bells and whistles – remember the basics (especially SEO) and keep your brand core strong;

4) The marketing cycle of life is going through unprecedented change requiring the industry to unlearn much – movement from paid marketing to earned marketing requires a different mindset and skills;

5) New marketing requires new ROI thinking…the ROI of connection, authenticity and compassion; and

6) Effective marketing and engagement requires new kinds of leadership skills.

According to Ms. Hoenig-Carlson, the early response to the book has been positive. “We’re seeing continued interest as healthcare marketers dig into complex change,” she says. “Social media, e-patients, consumers, and healthcare organizations continue to converge online, and brands are challenged to find a new voice and new online roles.”

The e-book is posted on the AdvanceMarketWoRx site at: http://bit.ly/5kuxO5.