Before diving into a digital relationship marketing program, marketers should understand what conversations are already taking place. This is especially true for social media.
A disciplined approach is required to measure social media conversations in healthcare.
Certainly, one has to have query tools like Radian6 and Visible Technologies, but those are just part of the solution. See the recent article below for how to use business objectives, medical taxonomies, and insight mining to better understand what consumers are saying.
Medical Marketing and Media, "The Science of eavesdropping," May 2009