Leveraging social media and digital technology to market and meet the needs of neurosurgery patients.

The digital era has arrived in healthcare. Health-care consumers, including neurosurgery patients, are increasingly using social media and other digital technologies to meet their health-care needs. In this work, we describe an illustrative case from Mayo Clinic where interlacing social media strategies are leveraged to educate and engage patients. These strategies not only provide a valuable service to patients but they also reinforce the brand and serve as a marketing tool. Other digital technologies such as health-care apps and telemedicine are also adaptations that help meet the needs of the current neurosurgical patient. Similar to consumer trends in other service industries, these technologies provide patients with greater autonomy, convenience, and personalization. The digital era in health care presents an exciting opportunity for health-care organizations and providers to innovate, evolve, and improve the health of our patients [ABSTRACT FROM AUTHOR]