There is no question that social media has changed the way
that businesses are marketed. As a healthcare provider, privacy is extremely
important which may be why many practices avoid the use of social media as a
marketing tool. However, by following a few tips, any practice can tap into the
many options for marketing in social media and still maintain the privacy of
their patients.
Before
learning tips for using social media, it is important to understand why a
medical practice would want to use it as a promotional tool. One of the best
reasons for using social media is that it provides an easy way to connect with
patients in a real-time manner. It may be easier to think of social media as
word-of-mouth promotion as many people ask their friends and family to
recommend a healthcare provider. Social media is another way for people to ask
for referrals and get information about healthcare providers in the area. It also
allows physicians to engage with patients in an informal way.
Demonstrate Thought
Leadership
Social
media is a good way to share medical information. Posts about wellness, weight
control, diabetes or other medical conditions can provide information to patients
and even those who may not be patients. Social media can help set a doctor up
as an expert in certain medical conditions which can increase patients for the
practice. Ending posts with a call-to-action that encourages readers to contact
the office for an appointment can also increase the chance someone may choose
the practice to treat a condition.
Keep HIPAA Regulations
in Mind
It
is important to remember that a healthcare provider cannot post items the same
way a retailer or art gallery can on social media. Violating HIPAA rules can be
very expensive and can actually damage your reputation with patients. Be sure
that the people who can post on social media pages is limited and that they
clearly understand HIPAA rules. It is recommended that staff members be offered
refresher courses on HIPAA if they are permitted to post on social media.
Understand Patient
Population
A
pediatric practice will have a different approach to social media than a
podiatrist. Many medical practices are age-specific and social media posts
should keep this in mind. A geriatric specialist may not have many patients who
are active on social media beyond Facebook while a pediatric practice may want
a social media presence on several different platforms including Instagram and
Snapchat. Posts will be different depending on your patient base as well so
always keep that in mind when using social media.
Keep It Up To Date
The
old saying “build it and they will come” is not true when it comes to social
media. It is not enough to set up a page and then only post on it once every
few months. Social media requires commitment so it is important to designate
specific staff member who will be responsible for updating social media on a
regular basis. Define a specific strategy such as increasing patient numbers by
ten percent over the next year as well as a mission statement in order to
create a working social media strategy.
Avoid Personal
Commentary
It
is tempting when posting on social media to respond to or post personal beliefs
and commentary. However, it is important to look at the practice’s social media
page as a business page and not a personal page. In fact, the AMA Code of
Ethics has strict rules about some personal discussions like politics. The
social media page for a practice is not the place to express views on politics
or religion. Instead, keep that commentary to a personal page and avoid all
discussions on the practice page, even if there are politically connected staff
members in the practice.
Choose the Right
Platforms
There
are many options available for social media marketing and it is important to
understand which is the most appropriate. For patient engagement, sites like
Facebook, Twitter or Instagram may be beneficial. If the goal is to provide
education, YouTube or LinkedIn might be the best option. There are also social
media sites available on physician networks if the goal is educating peers. Adding
a blog is another way to provide information and set up the practice as an
expert in the medical field. Press releases are also forms of social media that
can be used to announce changes in the practice or added services.
Public Forum
It
is important to remember that all social media platforms are public forums.
They should not be used to discuss private matters. It is fine to connect with
patients on general health matters, but doctors should never discuss specific
patient information, even in private messages. Even though Facebook and other
social media sites offer the ability to discuss through private chat messages,
it is not advised that doctors use that service to discuss personal matters as
it may be accessible by others. This could risk the confidentiality of the
patient. Instead, suggest that the patient call the office or reach out to them
through a patient portal if the practice has one.
Branding is Critical
When
creating a social media presence, it is important to keep the branding of the
practice in mind. Use the practice logo or a picture of the building as a
profile and cover photo. Use the same voice when posting messages. Be sure to
end each post with a similar call-to-action that asks patients to call for an
appointment.
Generate Interest
The
best way to use social media is to generate interest and participation. The
medium is designed for people to review, share and contribute information. It
is a place for people to comment, support and even report negative experiences.
Posts should be informative, interesting and encourage people to comment.
Open-ended questions about healthcare, wellness or other aspects of the
practice that encourage people to respond are excellent ways to encourage
responses. Links to articles that support the practice or photos of success
stories, with the proper permissions, are another way to encourage
participation.
Legal Information
Defamation,
libel, slander and plagiarism rules apply even on social media. Never make
false statements that could harm a person or organization or post defamatory
statements. Doing so could open the practice up to libel or slander charges. Be
sure that all information posted is accurate, true and correct. Although
linking to someone else’s article or blog post is perfectly acceptable, never
use someone else’s words in a post or try to use someone else’s article as a
blog claiming authorship. Plagiarism and copyright laws apply in the online
world just as they do in the printed world.
Develop a Policy
The
best way to handle social media in a medical practice is to develop a written
policy that outlines exactly what social media will be used for. Explain if it
is just to engage patients, to provide information or for other reasons. Be
sure to include whether physicians in the practice will answer certain
questions on their own. Be sure to communicate the policy with patients and
obtain the appropriate releases if there is a chance that patient photos or
other information will be included on social media.
Privacy Breaches
No
matter how careful a practice may be, security breaches can occur. Even in
physician-only groups, privacy breaches occur so it is important to have a plan
in place for how security breaches will be handled. Occasionally review privacy
policies on all social media platforms to be sure they meet HIPAA guidelines.
Update any privacy settings in the practice that must be adjusted and avoid any
chance of disseminating patient health information.
Social
media is one of the best ways to promote businesses and its use is growing in
almost every industry. Even with strict privacy laws, healthcare practices can
use social media to develop a more casual relationship with patients, offer
educational information and further increase their online presence.
Leading Management Solutions helps medical
practice leaders identify ways to improve operations to increase revenue,
employee engagement, and patient satisfaction. Learn more about us at www.lmshealthpro.com.
About the Author:
Kristen Brady is the founder and owner of Kaboom Social Media, your social media marketing and content specialists! Follow
her on Twitter: @kb54927
