Abstract
This research explores new systems of marketing developed in healthcare through social media, and how these systems constitute unconventional systems of interface that empower patients to participate in health decisions. Findings of this netnographic research in a Medicine 2.0 community organization articulate how surveillance is reinstitutionalized through social media, and how it becomes a tool for organizing relations in the healthcare market where privacy dominates relations. An observed shift in emphasis from state intervention to community intervention in the organization of the generation, sharing, and distribution of private information regarding health provides insights for articulating potential marketing systems.