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.
Howard,
As usual, you are spot on! What a strong testimony!
How bout a trip to beautiful Chicago? Say, July 14th? Say 3:00 to be on a panel at a PWH sponsored event downtown?! (Professional Women in Healthcare)
Thank you for your transparency and holy cow, 7-10% is a big deal! Way to trail blaze!!!!
Love it Love it Love it.
Jan,
Howard would be great for your event. You should also talk to http://twitter.com/#!/GoebelJulia who is a wonderful lady in healthcare social media in Chicago. She’d be a great addition to your event.
Excellent work Dr. Luks!
As a representative of a company that integrates clinical aromatherapy with today’s medical expertise, I am extremely passionate about this subject. I believe ALL parties involved have a “moral obligation to fill Google’s servers with quality content”. Despite the possible financial rewards that come from such an engaging platform, it is imperative that we begin with the “Message”!
twitter.com/@miami_aroma
I love this. As always, crisp, clear, articulate, and to the point.
Along the same lines, I just had this post published in AdAge around “risk” — it’s focused on the CMO and social media, and hits many of the same points you’ve made. We’ve seen this come to life in industry after industry, so it’s nice to see the clarity you bring around docs and healthcare. Thank you.
Glenn (@glennengler)
http://adage.com/article/cmo-strategy/tips-risk-averse-cmo/228277/
Whether or not physicians adopt social media, our patients certainly are doing so. Physicians must engage to know what is evolving for patients in the space. including Advocacy groups and discussions in blogs,, twitter, facebook and now the most powerful social media platform….in the Google Hangout where I have been in discussions on sexual ambiguity, degenerative neurologic diseases. Many of the participants openly waive HIPAA to discuss something with me to bypass the insanity of waiting on the phone triage system, getting an appointment, going to the office to sit in a waiting room with infectious diseases.
I cannot judge the privacy issue, but if it is explained to me that the patient doesn’t care I will give advice with the usual precautions, ie not a diagnosis, no treatment recommendations, and an offer to refer them to the appropriate provider.
Kudos to you Gary! Love to join you on a chat sometime! I think we have a lot to talk about !!
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