Thought this was interesting: it's about using Twitter and YouTube to market surgery.

http://www.nytimes.com/2009/05/25/health/25hospital.html

There's something disturbing about the strategy, though. I can imagine that patients facing a craniotomy would research the procedure online, maybe even check out information on YouTube. But should patients choose surgeons based on YouTube videos? It seems like that could be misleading.

On the other hand, referrals can also be misleading. I'd be curious to hear if others think this is appropriate or not.