There are quite a lot of strategies that health groups could apply to Social media. In nut shell it is all about taking part in the discussion.
You can host a forum in your particular interest or start a group chat about products.
I would imagine that Face book/Linkedin would be a good place to start as it has a diverse audience. You can also use the advertising options available on Facebook.
You might want build a word press blog for the product (www.http://web.web.http://web.wcx.me/).
Or start a community using Ning or Drupal if you can not find a suitable relevant network.