Rise of social media marketing : a perspective on health insurance

with the tremendous growth in the number of internet users and the frequency with which individuals engage with social media, it has become necessary to understand the relationship between social media marketing and the impact on its users. This is particularly important in terms of choices of health clinics that provide oral and maxillofacial services (OMS or OMFS). This study aims to determine the nature of effective communication patterns and methodologies to attract patients as potential customers for OMS clinics. It focuses on critical points of interaction in social media marketing (SMM) with the aim of improving coverage to attract potential customers to OMS. A further aim is to develop a framework for marketers to map out effective approaches to social media as there are significant opportunities for OMS clinics to extend their reach to a larger client base. Among the drivers of this expansion, Brand Trust is of high significance, created through connected social media, positive electronic word of mouth (PeWOM), brand awareness and social media content marketing (SMCM).