The main challenge that B12 sets itself when it comes to managing social media is to turn users into our clients’ customers. At B12, we recognize that network users are increasingly demanding with regards to the immediacy of content. This is particularly extreme in the health sector, because patients can not afford to be kept waiting and are eager to receive first-hand information to their personal mailboxes and to maintain a horizontal relationship with the clinic, scientific society, doctor or whatever health institution it may be.