Many businesses are incorporating social media into their marketing campaigns and into their product and service offerings. But new technology does not always disintermediate. In the case of social media, the "original" social media technology is being integrated in new and innovative ways. So what is it? The plain old telephone. Increasingly, employees and consumers are using social media on their mobile devices or smart phones. At the end of the day, however, a smart phone is still a phone.

Insurance carriers, health plans and other health care organizations have long provided telephone services for access to health care professionals like nurses or physicians assistants. Lately, though, there appears to be a change in methodology. A switch from inbound call processing to outbound calling - from reactive to proactive.

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