We’ve been meeting together here for almost two years. I’ve shared a few thoughts with you and though the medium doesn’t allow you to share things with me, many of you have through phone calls, email and social media. Want to know what your peers are talking about? I thought you might. So, here are the Top 10 Things The Doctor Next Door Says to (Me) About Social Media (whew, that title):
I’m not sure how to say what needs to be said. Sure you are. You say it every day. Start there: the blinking cursor is simply a patient who has asked you an important question about her care. Patients like doctors with good bedside manner.
It’s too hard to keep up but I need to appear timely.
Well then, use social media to follow sources that you trust. Simply share or retweet their posts. You’ll appear helpful and connected. Patients like connected health care providers.
Just sharing data makes me sound robotic but I can’t share patient information.Ah, the HIPAA excuse. You’re right. But you can provide insight on common problems through your personal story. Patients like other humans.
There’s so much misinformation. I don’t want to be part of that crowd. Good for you but by not being there you’re part of the problem. Use social media to dispel common myths patients may have about treatment options by sharing truths. Patients like a trusted source. And to them, that’s always been you.
I just want to practice medicine.You can. Use social media to help patients cope with their conditions by providing tips for managing common problems. There you go, practicing medicine. No paperwork to complete.
I want to be part of the community.Then create one. You have built in neighbors. Use the “groups” feature in Facebook to build a wall around your neighborhood. Or, run it open allowing your patients to invite their friends and family to participate. Patients like to connect their friends to someone who knows and cares about them and people like them.
I’m focused on patient retention. I don’t have time for social media.That Doc, is a direct contradiction to the power of social media. Not being present demonstrates indifference. Here’s a poem I wrote for a physician friend of mine:
Act like you give a damn.
Show that you care.
Lose the indifference.
And you’re half-the-way-there. Thanks for indulging my inner-poet.
I need to prove exponential return on investment for any investment we make in social media.Me, too. Let’s make building a community, also known as developing followers, the first factor in return on investment. And no, that’s not some sales guy talking. We both know we need to be in the market before we can do business development. People, yeah even patients, like to know that you’re investing in them and getting to know them before we start asking of them.
I want to make a viral video.
Did you see the one featuring window-washers in super hero costumes? Look for moments that resonate with your inner child. Most viral videos work because they make us smile. Hey Doc, you don’t have to be funny but you can laugh.
I don’t have time.I know. But we meet here once a month and to me, I’d give up our time together if you’d spend it with your patients via social media. Patients, okay doctors too, like people who make time for them.
Tim C. Nicholson is the President of Bigfish, LLC. His Memphis-based firm connects physicians, clinics and hospitals to patients and one another through healthcare social media solutions, branding initiatives and websites. His column, “Hey Doc”, appears here monthly. Find him on twitter @timbigfish or email tim@gobigfishgo.com