The World of Social Marketing
Monday, December 27, 2010
Consumers today are using the Internet for everything from purchasing car insurance to seeking information on a recent diagnosis. As a result, physicians are vamping up their Web sites and joining social networking systems, such as Facebook® and Twitter® to reach perspective patients.
Social networking systems have quickly become popular tools for bringing people together — and no longer just the teenage demographic. According to a recent study conducted by Pew Internet and American Life Project, adult Internet users participating in online social networks quadrupled from 8 to 35% between 2005 and 2008.
“Health care professionals have started to realize the many opportunities that the social networking trend presents,” says Bill Evans, M.P.H., CHES, President of Ribbit Marketing in Kearnersville, NC, and Assistant Professor in the Department of Public Health Education at the University of North Carolina Greensboro. “Never before have physicians had so many dimensions for promoting their philosophy of practice. When implemented in a cautious, fun and educational manner, social networking sites allow physicians to customize their brand to patients.”
Dr. Social
More than 35% of adult Internet users now have a profile on at least one social networking site, according to Pew Internet and American Life Research.
One way physicians can jump on the social bandwagon is to create a group on Facebook to market to current and new patients regarding news, education and services offered through their practice. In addition, posting patient and physician testimonials on YouTube or tweeting links to new studies or health care information via Twitter is a way to reach an even greater number of consumers.
“Having a strong presence within the social networking world is a very useful tool in a physician’s marketing arsenal,” says Patrick T. Buckley, M.P.A., President and CEO of PB Healthcare Business Solutions LLC in Pewaukee, WI. “By creating online forums across which they can deliver customized educational and informational materials, physicians have broadened their marketing boundaries to reach a very expansive audience.”
However, these networking systems raise a set of issues that require physicians to think about confidentiality and professionalism in a cautious manner. While the rules of behavior for physicians on social networking sites are still emerging, consider the following before creating a profile for your practice.
A Thin Line of Privacy
There are several areas of concern related to a physician’s presence on social networking sites, with privacy and reputation management being the most significant. Physicians are not only required by law to treat patient privacy with sensitivity and dignity, but their standards of medical professionalism depend upon this. When physicians practice poor judgment regarding social networking systems, they may damage not only their professional status, but also the privacy rights of patients.
“Physicians should proceed with caution when using social networking sites,” says Evans. “Because everything is recordable and searchable, you have to be very careful how you frame your message and what you post on these sites. In order for a physician’s presence on a social networking site to be a successful marketing tool, they must dedicate the time and resources necessary to ensure the content is current and factual.”
Physicians should approach this marketing tool with the same level of confidence with which other marketing activities are approached.
“The primary use of these sites should not be for physicians to solely sell their service lines,” says Buckley. “To really grab and keep the consumer’s attention, the site should be friendly and have personality. Physicians should also offer patients and potential patients useful health care information such as links to reliable sites such as state and national organizations.”
By developing a social networking site, patients are able to connect with both their physician and other patients. Never before have patients had such instant access to information about a physician’s services and practice philosophy.
The Socialization Factor
A physician’s social media endeavor isn’t just about seeing a measurable return on investment. With careful control and maintenance, social networking systems allow physicians to keep their brand out in the community, build relationships with patients in a new and different way and create an up-to-date, patient-focused image of their practice.
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