Chapter 26 includes: The Evolution of Medical Provider and Patient Interaction in Social Media Narrowing the Gap of Communication with Sharing and Engaging Consumer Buying and Decision-making Timelines Leveraging Social Media Networks in Referral Marketing Leveraging Consumer-generated Content Through Relationships - Principle 1: Show a Genuine Interest in Other People - Principle 2: Smile - Principle 3: Remember, One's Name is the Sweetest and Most Important Sound in Any Language - Principle 4: Be a Good Listener; Encourage Others to Talk About Themselves - Principle 5: Interest People - Principle 6: Make People Feel Important, But Do It Sincerely How Social Media Venues Affect Search

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