Is Facebook Appropriate for Physician/Patient Communication? (or "Do I want a patient as a friend?")

Well, law practices are using it, government agencies are using it and even the President of the United States is using it.  So just what is the most popular "it" in social media, personal communication and professional marketing?  It's Facebook.  Using platforms like Facebook, Twitter and LinkedIn to is becoming commonplace in the health care industry to expand a clinician's or hospital's personal brand and/or business . The Mayo Clinic's Facebook page has 58,400 fans, Johns Hopkins Medicine has more than 14,000 people who "Like" it, and Cleveland Clinic is followed by 32,700 individuals.  So why do so many physicians balk from improving communicating with their patients through this medium?

There are some doctors and practice managers who think social networking is a waste of time and another electronic  inconvenience in their already over-scheduled day. The reality is that many patients and colleagues are online regularly.   It's not just kids on this social-media giant.  The fastest growing Facebook demographic is those 35 years and older, and today the patients that practices want to reach are on the World Wide Web.  A Facebook page is free, easy to set up, allows connections with patients outside the office and can strengthen an clinic's brand.

In the world of online communication, Facebook's not all sharing baby photos with grandparents or playing the latest game. At its essence, Facebook is about connecting people with similar interests - from patients with chronic diseases to former high school classmates.  A Facebook page allows practices to communicate with patients where they are - online. A clinic can start by choosing the information to promote: Where they are located, What are the hours, or a practice can highlight their areas of expertise and post patient stories, support-group sites and photos.

So while there are dozens of reason why Facebook is appropriate for doctor/patient communication, here are a few reasons medical professionals should put social networking to work for patients, doctors and a clinic practice:

1. Social networking is free marketing.

Having a presence online is more important than ever.   In fact, for those under forty if you're not online, you simply don't exist.

2. Fast and barrier-free communication.

Placing an ad in the local paper or snail-mailing a postcard about a clinic's new doctor is neither fast, nor free. A Facebook page is, and gives a clinic brand's presence broad exposure with a single click.  The more places a physician or practice is on the Web, the more likely that it will turn up at the top of the list of a local practice Internet search.  

3. Social networking can help advance practices and careers.

Potential patients and employers Google individuals to get a snapshot of people's credentials, philosophies and personality. A professional Facebook page can help give a good impression.  Add a top-notch profile on LinkedIn, and a few key thoughts on Twitter and a clinician can begin impacting his or her personal brand, as well as the practice's.

4. Patients  look for medical practices. disease management and physician information online. 

When it comes to choosing a new doctor, the studies find that the Internet is the first place many patients look.  If you "Google" a doctor or a clinic name, what shows up? How is a health care organization's listing on online locators like Google Maps or MapQuest?  First see what's online about an individual doc or a clinic. Then correct the information as necessary. Finally. start a Facebook page or Twitter account for the practice.  Each step will give greater opportunity to appear in online searches, and let a health care provider connect with patients in ways that don't occur with a practice's Web site.

5.  Patients looking for doctors and disease state management information online.

Most patient support groups have a Web site.  Specialty medical groups can add links or contact information to these national organizations and their local chapters.  Doctors can offer comments on the sites and then put a link up on their own Facebook page.   Be the local expert on a disease state and then communicate that with the patients.

     The Web also has multiple sites, such as WebMD or Vitals, that allow patients to do everything from finding a clinic to rating a doctor.  Its important to find out what patients have to say about a particular clinic or provider, and then take time to respond both online and in person to address both the negative and positive comments.  Sharing the data with staff, and in-office colleagues can help  improve patient satisfaction, and grow a practice.  Communicate this positive information on the clinic or practitioner's Facebook page with a link to the site.

These are just a few of the positive ways Facebook can impact a physician practice and even improve patient care.  Take a chance and give thought to communicating with patients in the new social media way.  It may take some time, but the effort can be worth it!



Note:  The thoughts and opinions on Training Wheels are my own, unless otherwise referenced, and are to be food for thought.  If contemplating business changes, these blog posts are not a substitute for consulting your lawyer or accountant. I"ll bet you already figured that out, didn't you?