Establishing a presence is the first step to positioning yourself as a leader in collaborative healthcare. Try to alert the presence to a major selling point of your practice: an oncology center, for example, may benefit from focusing its public persona on cutting-edge cancer treatments, showing itself to be progressive and dynamic. 60% of Americans have expressed a desire to communicate electronically with physicians, but only 30 percent of clinicians might be using social media. Taking advantage of this undersupply could lead to quick growth in your exposure. Here’s how to get started.
Make profiles on Twitter, LinkedIn, and Facebook. These platforms are specialized for different types of communication: Facebook can be used to garner reviews and source feedback, Twitter can be used to disseminate medical information, and LinkedIn, catered towards intra-industry communication, is a great space for collaborative medicine. Use profiles to highlight aspects of your clinic, its employees, and its doctors that are especially desirable. Never shy away from posting awards, endorsements, and academic highlights, particularly on LinkedIn. Cultivating the respect of other clinicians can earn you valuable collaborative healthcare partners.
2. Content Creation
Consider how social media allows you to communicate. Certain types of patients are likely to have similar questions and topics of interest across the board. Back pain patients are probably concerned with posture, fitness, and pain management, and there’s a wealth of scientific literature about each topic. Without a formal medical education, though, it’s essentially inaccessible. Using social media, you could break the research down for this audience, giving them a regular stream of understandable, actionable content. Patients who’ve already come to trust your advice are one step closer to coming to your clinic.
3. Reputation Management
Softwareadvice.com conducted a survey showing how reputations matter. By the numbers:
- 82 percent of respondents evaluate physicians through online reviews
- 72 percent look at reviews first when seeking a new doctor
- 48 percent would go out of network for a positively-reviewed doctor
- 65 percent thought it “very” or “moderately important” that doctors respond to online reviews.
Reputation management is a massive opportunity. These figures illustrate how to manage your reputation, as well. Always respond to reviews. Thank those who criticize your practice, articulate that you have understood their points, explain relevant policies, and try to move the conversation offline. Many clinicians have found that online criticism has helped their practice improve. Make the right changes and watch the positive reviews flow in.
Be positive, provide value to your audience, and stay HIPAA-compliant, and your practice’s influence is sure to grow.
Boost your social media presence with Metro Collaborative, the collaborative healthcare group whose events receive thousands of views on various platforms. Clinicians from across the healthcare industry discuss issues in healthcare, exchange referrals, and form partnerships at their dinners, workshops, and retreats. RSVP to their next event by calling (609) 876-9763 or visiting their website.