Dustin, As Matthew pointed out there are a lot of good reasons for creating a Facebook page, but it also takes a considerable commitment to achieve value. I am one who doesn't like to say "no", but to help the individual get to "no" all on their own and to that end I have worked with a couple of organizations to develop a process for fielding these request. First, as Matthew so eloquently described, is understanding what problem they are trying to solve and how they will measure success. Next, have them draft a 90-day content plan for your review. Also, ask them to share their plan for getting patients connected to the page. Will they send an email? Post a sign in the waiting area or exam rooms? A page is only successful if you have a critical mass of users. Finally, get down on paper the expectations for managing the page — posting content a minimum of x times per week; responding to questions or posts within x hours; responding to reviews and escalation procedures; who is going to monitor the page nights and weekends; etc. I am a big fan of creating an actual agreement that outlines the objectives and success measures, what they can expect from Marketing in support of their endeavor and what is expected of them (see above). Also, create a shut down clause — if they fail to tend to the page for x days/weeks/months then Marketing will remove the page, directing followers to your main page. In my experience, when going through this process — all designed to create success — stakeholders typically opt to withdraw their request. However, if they are energized and committed you can feel confident that they will be successful.