Fard Johnmar of Envision Solutions and HealthCareVox has created a fantastic e-book called “From Command & Control To Engage & Encourage: a new healthcare communications strategy for a social media world.” It’s available as a free download from his site.
This clear, prescriptive e-book lays out a strategy for healthcare-based organizations (though it’s applicable to all companies) to move from the traditional marketing activities of “Command and Control” — developing content and retaining careful control over how the messages are presented — towards “Engage and Encourage” in bringing social media into an effective marketing program. Since users of social media are likely to get involved at some point in the marketing process with or without your consent, you are much better off starting with the assumption that it’s going to happen and figuring out how to use social media in a way that encourages accuracy and positive dialogue.
This e-book is a must-read for marketers trying to figure out how to blend a social media approach with their more traditional marketing program. This aspect of marketing is not something that can be ignored, and when done well, can enhance your current efforts.
Nedra helps nonprofits and public agencies create positive change on health and social issues through social marketing and transmedia storytelling strategies at Weinreich Communications since founding the company in 1995. She helps organizations make a difference for the populations they serve by strategically designing programs that draw on state-of-the-art behavior change techniques, digital media approaches and the power of stories. 
