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?  

I'm OK, You're OK! But that's not what it says online

So, as a professional many folks are not used to Internet boos and cheers.  Physician review sites such as Vitals.com, HealthGrades.com and DoctorScore.com give patients the chance to let the world know what they think about the doctor, the office and the staff.  Ignoring bad online reviews won't make the comments go away. Instead, respond online and address the issue at the review site and on the clinician's social media site. 

For example, say the office staff noticed a patient post about an unhappy experience at the clinic. In response they can post an apology about the negative experience, and note how the office addressed the issue.  If a doctor or clinic doesn't respond, the negative perception will dominate the online conversation.  Its important to create a personal brand that reflects what the offices wishes the public to know about them.

If on Facebook, have patients directed to the practice's Web site by linking to it from the social media site. Include any awards or patient reviews on the Facebook page.  Don't forget about Press Releases about disease states, special health months or practice expansions.   It's a free way to advertise the great things about the practice, and can get the attention of local reporters for future stories.  Be sure to copy all releases to the Facebook page as well.  Consider having physicians blog.  Put the links to the blog on social media sites, the practice Web page, and perhaps even Twitter.  Make sure to include photos of the office, the street view of the practice and a map to give patients a sense of where the office is located.

After the Facebook page has been active, ask patients and colleagues to become a "fan" of the page. Consider allowing visitors to leave feedback.   It may take a while to build up a clinic fan base, but here are tips to expand the group:

• In all print or email communication with patients, include a link to the Facebook page.
• Advertise the clinic Facebook page with Facebook ads. A practice can choose to  pay per click or per impression and no more. It's inexpensive and  guaranteed to be seen (unlike newspaper or print media), as only three ads are shown at a time.
• Create an easy-to-remember URL that directs visitors to the page, such as www.doctorpracticename.com/facebook.  Put the
 new URL on magnets, business cards and other handouts for patients.

Facebook may seem like a scary concept for many practices, but can increase visibility, help grow a practice and create a deeper relationship with patients.  Consider giving it a try!


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?  

Do You Hear What I Hear?

Effective listening skills aren't just important in sales, they can make a difference in life!  Listening skills impact personal and professional relationships, increase job satisfaction and overall interpersonal happiness.  Studies show when people in your life are being listened to, they report feelings of respect, rapport, and a sense of achievement.  At work this means increased productivity, greater cooperation, teamwork and less job related stress.[i]   In sales: blowing out that quota!   In an relationship: better communication and intimacy.  For many of us only one of these positive changes would be worth increasing listening skills. So how can we become a good listener?


Well, communication gurus have identified four ways to listen; Passively, Selectively, Attentively and Actively (this is also referred to as reflective or responsive listening)[ii].  The first of these, passive listening, is perhaps the most common way most of us listen to others.  Think of a customer who might provide nonverbal cues as responses, but really says very little.  The nonverbal behaviors include eye contact, infrequent nodding of the head, and occasional murmurs, such as “oh”, or “hmmm”.  The listener presents a blank face and appears to not really “be there”.  For a speaker desiring a true conversation this type of listening can be extremely frustrating, as there is little connection between individuals.  Have you ever had this kind of interaction?  Getting past this type of listening requires engagement.  Ask an open ended question.  Stop talking.  This may be a sign you are talking too much and the listener has really just tuned out.


Then there is the second most common type of listening: selective listening.  Selective listeners hear only that which they want to hear, and behave as such.  As long as they like what is being said, the listener is connected to the speaker.  When they no longer care for the message, the individual practicing selective listening will then demonstrate strong nonverbal behaviors to express their disapproval or disinterest.  They may look at their watch, roll their eyes or break eye contact.  They may insert verbal cues such as changing the subject, taking over the conversation, or arguing minute points, as if debating.  It is easy to become a selective listener.  Time pressures and preconceptions can lead to a habit of selective listening.  This type of communication damages professional and personal communication, and can also cause misunderstanding and job tension.  It is also one of the worst things to see from our customers, co-workers or clients.
            
The third and more productive form of listening is attentive listening.  Attentive listeners are more engaged than passive listeners, and far less judgmental that selective listeners.  The attentive listener’s behavior involves a great deal of eye contact, nodding or supportive comments, and sincere facial expressions.  They also may ask questions to better understand the speaker’s thoughts.  This is a very facts oriented approach to communication.  It does, however, miss the emotional aspect in every interaction, and consequently lacks the full meaning.


The final and most effective means of listening is active listening (also referred to as reflective or responsive listening).  This is where we want to be as sales people and s human beings.  Active listeners utilize listening as an equal part of their communication skills.  They receive a speaker’s message in a nonjudgmental, open-minded fashion.  More importantly the active listener makes every attempt to understand the complete meaning of a communication.  The feelings and the facts are both part of the message.  Like the attentive listener, the active listener’s behavior involves eye contact, nodding, supportive comments, and sincere facial expressions.  They also patiently ask questions to clarify the speaker’s thoughts, and work to summarize both the emotions and ideas behind the interaction[iii].  Can you see how active listening can benefit a consultative sales process and increase the realtionship we have with our customers? 


Tomorrow:  Acitve Listening:  Does it Burn Calories?

[i] Brounstein, p. 28

[ii] Brounstein, p. 38

[iii] Booher, p. 154

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?  

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