Mobile devices give patients the ability to track and monitor their own health, and social media connect patients with peers and loved ones, writes Olivier Zitoun, CEO of digital health care communications company Eveo. "MoCial" is the convergence of the two, and it opens the door to a new type of engagement, Zitoun writes. Marketers can seize the MoCial moment by looking beyond pharma to fitness, engaging users with platforms outside conventional chat rooms, and thinking not only of digital applications but also of entire ecosystems.

Related Summaries