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Social Media for Personal and Professional Branding
- 1. Social Media for Personal and Professional Branding @DrAttai American College of Surgeons AMA Caucus June 2017
- 4. Physician Marketing “While physicians certainly have financial interests in their work, advertising can make this interest so palpable and conspicuous that it may compromise the trust on which doctors and patients rely.” Tomycz ND J Med Ethics 2006;32(1):26-28
- 5. Building Your Brand Customer Service 101 – Referring Docs • Consultation letters • One on one meetings • Office/dinner presentations • Hospital grand rounds • Newsletter / email • Able, Available, Affable
- 6. Building Your Brand Customer Service 101 - Patients
- 8. Patients are Doing Their Research •72% of adult internet users have searched online for information about health issues Pew 2014 • >50% of consumers will research provider online before engaging in person Carroll Chest 2014 • ~60% of patients report online health reviews important when choosing a physician Lee NEJM 2017
- 11. • >102 million customer reviews • 6% in health care • Information from ProPublica database will appear on provider pages • Yelp users will have access to objective data about how MD practice patterns compares to peers https://www.yelpblog.com/2015/08/yelps-consumer-protection- initiative-propublica-partnership-brings-medical-info-to-yelp Lee V NEJM 2017; 376:197-199 Yelp Becoming a Powerful Voice
- 12. Lee V NEJM 2017; 376:197-199 • Help patients make more informed decision • Voluntary sharing of review may foster trust • Performance feedback for clinicians Health Systems Posting Reviews
- 14. • Rank high in online searches • No control over posted comments • Limited ability to respond • Online content lives forever
- 16. • There are ethical ways to promote yourself as a thought leader and a professional • SM essential to building your brand • There is a danger in not getting involved in some form of social media – word of mouth is now via keyboards Controlling Your Digital Footprint
- 17. 10 Minute Controlled SM Profile • LinkedIn – non-medical networking •Searchable profile and content •Links can be posted •Blog feature • Doximity – MD networking / education •Searchable profile •CME, journal access, secure messaging
- 18. Website– Archived Education / Commentary
- 19. Social Media – Interaction and Engagement
- 21. Online Patient Communities • Many patients not aware of basic treatment facts, options • Provide education • Correct misconceptions • Establish as thought leader
- 22. MD Responsibility to Participate
- 23. Balancing Act •Opportunities: •Professional branding •Professional education •Networking, collaboration •Patient education •Challenges: •Patient privacy •Personal privacy •Maintain professionalism
- 24. Someone is Watching You…
- 25. Why is Common Sense so Uncommon Online? • Online disinhibition • Perception of anonymity • Online activity proxy for common sense, trustworthiness to handle responsibilities of patient care Greysen SR J Gen Intern Med 25(11): 1227-9
- 27. SM Best Practices for Physicians Timimi F. The 12-word social media policy. Mayo Clinic Social Media Health Network Posted April 5, 2012 “Don’t lie, don’t pry, don’t cheat, can’t delete, don’t steal, don’t reveal”
- 28. “When a physician asks, ‘Should I post this on social media?’ the answer does not depend on whether the content is professional or personal but instead depends on whether it is appropriate for a physician in a public space.” DeCamp M et al JAMA Vol 30(6) 2013 What is appropriate to post?