WATERTOWN, Mass., Sept. 10, 2013 (GLOBE NEWSWIRE) -- athenahealth, Inc. (Nasdaq:ATHN), a leading provider of cloud-based services for electronic health record ( EHR), practice management, and care coordination, today announced the general availability of Demandforce automated marketing, communication, and reputation building software as part of the athenahealth Marketplace. The Marketplace is a one-stop shop for health care providers to browse and select health care IT (HIT) solutions that augment and complement athenahealth's suite of cloud-based services. Providers currently using athenaCommunicator SM , athenahealth's cloud-based patient communications service, will gain access to Demandforce's suite of online marketing tools, empowering them to better engage patients and their families. Tens of thousands of small businesses across 50+ industries, including dental, automotive, and beauty salons, currently use Demandforce tools to augment marketing and customer communications. The unique capabilities of Demandforce can be used by doctors at all sizes of practices to attract new patients, manage online reputation, and measure the impact of marketing and social media efforts on business results. Combined with athenaCommunicator, which serves as a provider's core patient engagement and communications platform, Demandforce will enable providers to better manage the reputation of their practice online, using social media content, patient reviews, email marketing promotions, and more. "Social media has clearly arrived and is not going away. The fact is that our patients are on these platforms with or without us and there's incredible value in being able to connect with them online," said Anthony Cerullo, Founders Family Medicine and Urgent Care. "Navigating the waters of patient engagement is challenging in traditional settings, let alone the world of social platforms. With the combination of athenahealth and Demandforce, we're confident we can tap into the power of an exciting but complex channel to grow awareness and help business. Initially, we focused on establishing a clear line of communication with our patients via athenaCommunicator, but as an extension to these efforts Demandforce allowed us to grow our online presence on social media and review sites. In just the first two months, Demandforce helped us collect over 40 patient reviews that are published across the web for potential patients to read."