Last Wednesday, 21st of October, we held the conference “Social Media in Healthcare and Wellness” at the BBVA Center of Innovation in Madrid.I have to recognize that the final outcome was beyond the original expectations: a great experience in all counts. So, it has been worth doing the great efforts made to foster and organize it.I only have words to convey my sincere gratitude to all those who have brought it into life: the host, the speakers, the audience, the bloggers, the discussion moderators, the staff, those following by livestream and twitter and all friends and colleagues that have conveyed to us their support and best wishes. Thanks to you all, sincerely.Let me share with all you the main learnings:Social Healthcare Marketing in Spain ”is knocking the door”. Wanted or not, the new markets of conversations are giving shape to brands that no longer can be closed and ego-centered; the collaborative Web has provided skills to an active audience that can not be interrupted, but invited to dialogue. HCP´s, patients, caregivers, nurses, pharmacists are talking about therapeutic strategies, personal-professional experiences and drug alternatives out of the officials and traditional channels and media. Thus, as Reggie Bradford states, it is time to “stop advertising and start socializing” as well in this industry.At last we can discuss about “talkable healthcare brands”, despite this message it is still disruptive and need to be strongly evangelized. According to ComScore, In Spain the consumption of healthcare information online have grown +230% during the last 15 months; this figure is much more bigger than the increasing rate of the EU or individual countries such as Germany, UK or Sweden.It is impressive to know that none of the top 100 URL´s visited to gather Healthcare info belong to any Pharmaceutical company. In addition to that, Social Media sites in Spain such as blogs, social networks and photo sharing utilities are allocating “the conversation about health topics” more and more.Is not time to reflect that things can be done differently in dealing with healthcare communications?During the coming days, new blog posts addressing the individual keynotes of the speakers will be uploaded, as well as the presentation deliveries in video streaming format: Antonella Broglia sharing the cutting edge trends of Social Media in the US,Francisco de Sebastián (Forrester) talking about the Groundswell theory and its implications in Life Sciencies, Laura Martín(ComSocore) unveiling with relevant figures the current picture of online healthcare info consumption in Spain, Ignacio Parada(vi.vu) showing how Spanish doctors and patients do relate in an open ecosystem and finally Chia Hwu (23andMe) live from Palo Alto - CA delivering her savvy thoughts about SM and community building. Again, thanks to all that have contribute to bring into life “the dream of kids”Stay in touch, Spread the word.Angel Gonzalez