IT is now 4 years since I initially published this post, but this a message that bears repeating. Despite the clear fact that we as providers are clearly public facing, many providers, institutions or members of the healthcare enterprise world are still ruminating over the upsides — and potential downsides of a wide reaching, multiple digital property~ *new media* presence.
From 2010 ..
Physicians, Healthcare and Social Media…
As Ted Eytan found out when he questioned the (anonymous) physicians on Sermo — many physicians are simply not interested in establishing an online social media presence. Why … most state (??with some naiveté??) that “risk” is the overwhelming variable they’re concerned with. Yet, I imagine some of these very same physicians are the same ones with static Web (-)0.5 type platforms who state that they “are the best”, the premiere practice”, utilize state of the art modalities, etc. There’s probably more risk involved in their promotional language then a venture along well trodden social media circles where we have *established* and have discussed on multiple occassions what many of the risks entail and how to avoid the landmines that exist .
Many physicians also state that they are not interested in healthcare related social media endeavors because they do not feel that there is a pot of gold at the end of the healthcare-social media rainbow.
Social Media Use in an Active Healthcare Practice…
If the past two week scales or even maintains the level of new patients (7-10%)[addendum 1/26/2012: now averaging 12-15%] {addendum: 11/2015: 65% have seen my site before seeing me. 18-20% state my site made their decision on who to see easier)] entering my office because of my social media presence AND the information presented on my website … then I can emphatically state that the ROI of your time, resources and the presentation of your content in a transparent, meaningful, evidence based (if possible) manner — will pay off quite well for your practice. Perhaps even far more important than that (and a more difficult to measure ROI), the patients will be entering your office far better prepared, far better informed, and far more comfortable. That means they will already have a reasonable understanding of what they might be suffering from, they will be far more comfortable with you because they have seen your videos and are comfortable with your demeanor and presentation —and all this, in the end makes your *job* in the office far more engaging, more productive and more efficient.
So, to recap …. When your blog or website presents meaningful content without the commercialized hype sooooo many marketers are pushing you to use — patients will …
1. Find you ( because of your digital property exposure)
2. Like you (if they don’t like your videos or content, they’re not coming to your office)
3. Probably *trust* you more than a doc they found in the phone book
4. Interact in the office with you in a far more efficient manner since they already have digested the content you presented to them online — which you can re-visit right then and there to reinforce what you have just told them.
5. Dramatically improve your patient satisfaction scores … (data available on request :-))
Why Should Physicians Engage in Social Media…
In the end… my presence online is to support the spread of meaningful, trustworthy, evidence based (when available), actionable information and guidance to patients and consumers from around the world. I am personally not looking at my engagement from an ROI perspective… I continue to feel that physicians have a moral obligation to fill Google’s servers with quality content to drown out the commercialized nonsense that exists online today … but for those of you in search of bringing patients in your door — the message here is clear. It works… it’s happening … and it’s the message, social media is only the medium — and the risk is manageable.
Great post from somebody who lives the message.
Key quotes: 7-10% of new patients enter my office because of my social media presence AND the information presented on my website. Physicians must fill Google servers with quality content to drown out commercialized hype – makes business sense too.
Indeed @hjluks is one of the kind – he’s capable, real and he’s passionate about the message – provide quality info to pts.
He’s a natural born blogger – a publisher – not a polisher of the 50th version of an article.
Thanks Ves… truly appreciate your comments… and your ongoing teaching, curating and presence.
Howard, another inspiring article. With your permission I’d love to reference it to my physician clients who would like to learn more about the ROI in social media.
Simon… you have my permission :-)
As someone from the other side of the pond I’m very grateful for your insights as always. Implicit in your writing is the view of the patient as a consumer, something that is only emerging in the UK, and within the NHS that is partly being driven my government policy.
I would love to know how google searches are different in the US to the UK. Does a lot of commercial content really surface on the first page? I don’t know if you saw it but there was a fascinating conversation on my blog about this last year.
http://wishfulthinkinginmedicaleducation.blogspot.com/2010/10/should-nhs-be-on-yahoo-answers.html
Thanks again
AM
Thank you for this ‘non-mind blowing’ post. It still rings true for a vision of future: one patient one physician working in together to improve HC and outcomes. What is old is new.
I wonder if your ROI can be taken a step further can improved patient outcomes be demonstrated when compared to ‘static web’ HCP? Are the patients who enter your practice through your e-portal of a different segment and therefore more prone to improved outcomes? Or can we measure this type of portal and communications produces more durable outcomes when compared to similar patients without the benefit of your e practice? Of course to do this is major undertaking but over time as more practices move to this will we see changes in patient care and outcomes?
Mark,
I was hoping someone would ask that :-) I am looking to study it. Not an easy study to construct and control — but working on it. I can certainly tell you that satisfaction scores improve… but the validity of those are obviously low. My patients who have read the information online and via some other documents I give them seem very content with their level of preparation — and already know what to expect and what is expected of them.
Refreshing to see a physician embracing the reality of the media landscape. I work as Director of Communications for Signature HealthCare (long term care); we view the digital revolution more as an opportunity than a threat. Our CEO forwarded your blog to me; great stuff; will promptly subscribe/ follow etc.
Cheers –
Todd… thanks — to both you and your CEO :-) Feel free to reach out if you ever have any questions.
~h