Every day I wake up thinking about the consequences of our work. If you’re the chief executive at a healthcare organization, you and I have that in common. In healthcare, we know far more is at stake than the bottom line. Real people are affected by what we do and say about your brand.

Just one short post may have been the most important thing I did the other day. I read a forum chat between two men who had testicular cancer—one a survivor and the other a young man searching for information about the best doctors, treatments and cancer centers. Armed with knowledge and confidence in the medical care at Indiana University, I inserted myself into the conversation and posted a recommendation. I connected the young man to an oncologist and researcher I was fortunate to meet in 2006 – the same physician who saved Lance Armstrong’s life a decade earlier.

Just a personal story? Not really. In many ways, this is what we do for our clients every day. We convince patients, patients-to-be, physicians, suppliers, manufacturers and healthcare organizations of all kinds to make better, more informed choices. We convince people to choose our clients’ brands. We encourage people to make connections that save lives. These are the consequences healthcare marketing.

Here’s what I mean:

When we promote cardiac care, we say the heart center can reliably and consistently open blocked arteries in notably less than the 90-minute national standard. As our clients know, we won’t execute a single ad until we absolutely, positively know the promise can be delivered. When we produce white papers, webinars and campaigns to convince pathology labs and blood banks to adopt new patient safety technologies, we know that patients can benefit. We also know failure to do so can have devastating consequences.

I could go on and on with examples like these, but the real bottom line is this: everyone deserves to make informed decisions about healthcare. That’s why Dobies Healthcare Group exists, and it’s why we are so passionate about everything we do for our clients. As a healthcare CEO, you deserve a marketing partner like us – experts who know how to drive new patient volume, sales, and market share, and who wake up every morning thinking about the consequences of what we do for your brand.

We suffer from a sniffle that lasts a bit longer than usual and we’re off to a search engine to self-diagnose our mystery illness.  Depending on the search results (and our levels of persistence and paranoia), either we are comforted that we’ve simply contracted the common cold…or we’re convinced that we’ve developed a CSF leak and the fluid that surrounds our brain is escaping through our nose!

Those of us who believe the second diagnosis are likely falling victim to cyberchondria:

“… the unfounded escalation of concerns about common symptomatology, based on the review of search results and literature on the Web.”

And as health content on the Web continues to grow, we risk becoming cyberchondriacs with every Google or Bing search query.

To help curb cases of cyberchondria, some believe it is the responsibility of the search engines to provide results the public can trust.  While I agree the search engines play a role, I believe the solution begins with healthcare marketers and Web writers.  We have the responsibility to work with physicians, nurses and other medical professionals to produce complete, accurate and understandable information for the search engines to deliver to the online community. Studies show this kind of quality information is not always available for certain conditions, which leads medical experts to warn against relying too much on the Internet for education.

Ultimately, however, it falls to healthcare consumers to do their part.  While it is important to be vigilant advocates for our health and make an effort to educate ourselves, we must be prudent in our research, both online and off, and remember to balance our findings with the first-hand opinions of medical professionals.

A new study reports that 40% of online consumers are turning to social media for health information.  And they’re not just talking about medical conditions, diagnoses, treatments and news.  The study found the primary reason for using social media was emotional:

“…many healthcare social media users want reassurance, support, and a sense of intimacy from people who are going through a similar experience.”

But according to a recent New York Times article and Pew Research report, this won’t come as a surprise to the many Americans affected by chronic illnesses.  Over the last few years, social networking has become a lifeline for many who are living with a chronic disease or life-changing condition.  By blogging, chatting and engaging with others on social networking sites like PatientsLikeMe, Diabetic Connect and CureTogether, they are able to share advice, war stories and empathy with others in similar situations.  Best of all, this can all happen from the comfort of home, a great advantage for those whose illness has left them homebound.

As social media continues to grow, look for more hospitals and physician practices to better connect with patients (and ultimately improve the patient experience) by complementing their informational Web content with virtual support groups and online forums.