Author: Williams III, David

Source: Journal of Communication In Healthcare, Volume 3, Number 1, April 2010 , pp. 48-61(14)

Publisher: Maney Publishing

Abstract:

With thousands of 'social networking' websites dominating the online world, people with various life-changing health conditions can more easily seek out and connect with patients experiencing the same issues. While many of these networks are designed to facilitate social interaction, PatientsLikeMe^® provides online communities where patients can share deep health data (i.e., treatments, symptoms and outcomes) to better find others like them and learn from each other's experiences. This paper examines how the company successfully expanded its platform beyond its flagship ALS community to other communities, specifically one for patients with multiple sclerosis (MS). It discusses how PatientsLikeMe^® used a strategic market segmentation plan inspired by a motivational theory to attract and engage members, while helping change the paradigm of health data privacy in the USA by endorsing a policy of openness.

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Document Type: Research Article

Publication date: 2010-04-01

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