Digital Doctors

I recommend that you read the entire article in OMMA, because there are a bunch of interesting nuggets of info. I found this to be very intriguing.

Medical SNS can get even more niche. is a social network just for orthopedic surgeons, launched in July 2008. Digital agency Greater Than One created the network for DePuy, a Johnson & Johnson company that makes surgical equipment and trains doctors to use it.

Do-surgery is barely branded, says Marc Michel of GTO. It doesn't have to be: It's open only to surgeons who have taken DePuy classes, about 95 percent of whom sign up. So far, surgeons from 30 countries have joined. "Despite the fact that surgical devices are something you want to touch, feel, use, they can discuss the cases, they can look at the surgical videos," Michel says. "This is built for them, by them, and it's something they can contribute to."
Depuy, who I've talked about in the past, has a low or non-branded site for their surgeons. Of course they do. If viewed in conjunction with their Coach K campaign it appears as if they have embraced the best of the Web for their provider and consumer marketing programs.
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