Can Social Media Start Patient/Clinician Communication?

It’s no surprise to anyone that patients are turning to the Internet for information about their health.  Consequently, it’s more important each passing day for health professionals to understand that Facebook, Google, health news and patient online support groups will not replace the medical community. The Web is merely a tool that allows for more open conversation between providers and patients.   However, because of this broad use of the Internet, clinicians need to use social media and the broader Internet to help educate the patient.  Through the Web doctors, nurses and health care organizations have a great opportunity to provide accurate, reliable and truthful medical information to the health care consumer, and help a broad base of patients.


Still, many providers question the communication value of Internet as a whole and social media in particular.  Vast quantities of health information are available on the web and some providers feel that patients may be given inaccurate information.  Still other practices worry about potential liability in commenting on various conditions, or consumer postings on practice Facebook pages.  Finally, some doctors resent the potential ramifications of conflicting medical information.

In a recent New England Journal of Medicine article by Pamela Hartzband and Jerome Groopman the authors note that, "Doctors have to get used to the fact they are no longer the sole source of a patient’s health information. Instead, they need to serve more as interpreters of data, and be willing to separate the tangible information from the increasing amount of noise patients find online".  In discussing the physician's own use of email to interact with patients Hartzband and Groopman continue,"E-mail is quite different from speaking with a patient face to face, and doctors must consider carefully what they say and how they say it...written dialogue is quite different from spoken conversation: replies may be delayed, phrases may be more stilted, tone of voice is absent. We should pay close attention to any unintentional fraying of the physician–patient bond" .  So while caution is noted, the inevitability of the Internet has been acknowledged in the medical community.  The bottom line is that face to face communication still remains critical for the doctor/patient relationship.

The upside in this communication shift is that highly involved and educated patients are proactive in their health care.   By engaging in online health forums, patients get emotional and informational support from medical sources and others dealing with health care issues.  They can gather health information from the Internet to help them gain knowledge, collaborate and share medical information. They in fact become health care consumers that can talk to their clinicians about conditions, concerns and make knowledgeable decisions about their care.

Luckily, researching health information on the Internet has never been easier. Patients can interact in health communities,  on practice sites, research venues and via social media, like Facebook and Twitter.  In fact, 40% of online consumers use social networking sites for health information, and according to one study, 80% of these patients are highly engaged patients that take active roles in their own well-being.

So what does this mean regarding the way physicians and practices communicate with their patients?  Well the data really encourages the health care community to embrace the benefits of the Internet and partner with patients in this new communications frontier. Additionally, the Web will never change the fundamental need for face to face interaction between doctor and patient. That personal relationship will continue to be key for the best patient care and greatest patient/clinician satisfaction.

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?  

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?  

Can You Hear Me Yet?

So, want to increase your sales numbers?  Relate better to colleagues?  Communicate with your patients?  Want to improve your personal life?  Want to win friends and influence people?  Start listening!


I'm not just talking about nodding and interjecting an "uh-huh" to make a customer feel like you're paying attention.  I'm talking about active listening.  The academics sometimes refer to this as reflective or responsive listening, but its really just receiving a speaker’s message in a nonjudgmental, open-minded fashion.  It's making every attempt to understand the complete meaning of a communication, and "getting it" that feelings and facts are both part of the message. Depending on your natural personality type this may be an effort, but in this case, changing your natural tendency is worth it, both personally and professionally.


The big question is what do active listeners do differently than the rest of us?  Well first, active listeners utilize listening as an equal part of their communication skills.   Like the attentive listener, the active listener’s behavior involves eye contact, nodding, supportive comments, and sincere facial expressions.  The difference is they also patiently ask questions to clarify the speaker’s thoughts, and then work to summarize both the emotions and ideas behind the entire conversation[i]. 


To become an active listener it’s important to not jump in before the speaker has completed a thought.  Hear the message in its entirety.  I know this is sometimes difficult as a sales person when we feel we have so much to share and not enough time.  It requires respect, patience, and emotional control: a skill that is especially difficult when dealing with people who have a drama-tically different communication style.  Try to avoid offering advice before it's been requested---especially if the speaker has yet to share their entire thought. 


A truly effective active listener must also  be able to focus on what is being said.  If necessary remove any distractions or physical barriers that are impeding communication.  Turn off the car radio, shut an office door and absolutely put away that Blackberry!


If you want to improve your listening behaviors, practice echoing.  Echoing is a technique where the listener uses the exact phrase a speaker uses in order to gain greater understanding.  For example a client may say,  “That product is too expensive for our budget.”    The sales person would the repeat the word expensive and ask for further clarification.  “Is it something you would want if it were priced less?  Does the product offer value? If price wasn't an issue, how would you use this in your business?”  Doing this insures that ambiguous phrases or statements are more clearly defined, and brings you closer to being an active listener.

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?  

[i] Booher, p. 154

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How to Really Listen in Business (and Life)

It seems that in front of a client, many professionals forget that speaking is only half of the communication equation.  Talking without listening is really just noise.  

Whether in life or business, a good conversation needs folks to take turns speaking and listening.  When both try talking at the same time, the communication process breaks dow and a tug of war ensues.  If the speaker never allows a response form the receiver, a monolouge, rather than a conversation has taken place.  Remember, a monologue isn't an effective way to sell anything, or build a professional relationship.  

The goal of the communication process is mutual understanding that strengthens the personal and professional bond:  For a sales professiona the result of such a mutual understanding is often a sale, for a physician it's a happier patient with a potential for better outcomes, for the office manager it results in a more efficient group of employees

So how do we improve our communication to get to this mutual understanding? Well, on the job we interact with co-workers, customers and their staff. As a rep I might do some talking and a lot of listening. In fact, I feel like I'm a pretty good listener. But is it possible to improve my listening skills still further? Can I learn to really listen and can that skill improve both my sales efforts and personal life? The first step in that process is understanding some key areas and putting them into practice.

First, it's important to realize that listening is a skill separate from the physical act of hearing. Being able to hear someone may have little to do with actually listening. Hearing is simply the process of taking in the spoken sound. Listening is so much more.

As a society we pay attention to great speakers, politicians, and stand-up comics. Has a great listener ever got a standing ovation? Does a great listener garner kudos. Not really, yet they should. Text books define effective listening as the means by which a thought is received from a speaker, and the true meaning is discerned. The receiver then must respond to the message to reflect understanding. It's that "true meaning" that is the hitch. Sometimes it seems like our clients are speaking in code. They say yes, but never follow with a purchase order. They nod, agree, voice thoughts, but we keep missing that big sale. What is the true meaning behind what they are telling us? You need to listen to find that out!

Tomorrow: "One of the best ways to persuade others is to listen to them." -Dean Rusk

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?  

Email Communication Tips

Having trouble getting a response back fom your emails to clients and prospects?  As part of our communications series:  check out this article from Forbes!

http://www.forbes.com/2010/09/24/how-to-write-compelling-email-subject-line-entrepreneurs-management-kern-lewis-sustainable-tech-10.html

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?  

Did You Have To Go Up a Size? Personal and Professional Goofs

In honor of the Thanksgiving holiday, I am doing a more personal posting on tact. It doesn't matter if it's with family, friends, clients or co-workers. We've each had that uh-oh moment and we've said or done the wrong thing. As sales trainers, we can try to speak on it. Teach reading body language. Suggest our employees avoid controversial statements; you know, the whole religion and politics thing. And perhaps the hardest thing of all to encourage: think before you speak. In my case the "oops" moment happened this morning in our living room.

It seems my husband didn't get the training memo. There are certain things better left unsaid, especially to your teenage daughter! I don't know why, but keeping a foot out of your mouth with family can sometimes be near impossible. Let's add in hormones, holidays, personalities, and good intentions: a recipe for major up-to-the-ankle insertion. Daughter number two, back from college, is on the couch cuffing her jeans in the latest (I think) style. Small talk is flying, the Macy's Thanksgiving Day Parade is blaring in the background and my husband and child are bonding.

Husband: "That's the new look huh?" Child #2: "Yep."

Husband: "Cool. Maybe I should try it." Conversation is going well. He's showing engaged interest. They've established eye contact. Wow!Husband (now confident): "So, did you have to go up a size?" WHAT?

Child #2 two stares. Smiles fade. Husband not sure why, but like a cornered animal senses danger. "What? Thanks a lot for noticing I needed a bigger size."

Husband (Man who has given impassioned and applauded speeches before crowds of hundreds begins stuttering): "No I only meant, um, uh, to roll them…um…up." Gulp. "I didn't mean you had gotten fat. Just thought you needed a bigger size." Oh please quit while you're ahead. Just stop talking. Like they said in When Harry Met Sally, it's already out there. Duck, cover and run! Husband senses my thoughts via the marital mind-meld.

Child #2 standing up and stalking out of the room: "Fine. I know what you meant."Conversation over.

He meant well, but risking sounding like a sexist, I think it's a guy thing. Blessed with little cultural crap about dimpled thighs and pouching tummy fears, for him weight is just a fact. Like eye color, a middle name and his eternal hope for the Vikings: what you weigh JUST IS! Reminiscent of the year he joyfully gave me a 3x sweater for Christmas, or the time he insisted I needed to go to the club more, he just doesn't get it. If you love me, pretend I am a size 2. I don't know if it's a gender thing, a family thing, or a culture thing. We all have our sore spots. We assume if our family loves us, they'd know our insecurities and avoid them. In family there is no balding head, directionally challenged outing, or burnt pasta. All is good in happy family land and kind denial rules.

So as we head over the river and through the woods for the Thanksgiving meal at Mom's, am preparing for a bit of gravy and salt with the inevitable foot that comes with extended family love fests. Remembering to step lovingly over the landmines of self-doubt, I always can follow it up with a piece of humble pie.

Happy Thanksgiving!


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?