“Exclusive article from Dennis Hung for EMRIndustry.com”
Dennis Hung is a business consultant and writer who’s passionate about health technology trends and medical technology topics. He’s spends most of his time consulting for healthcare companies in North America.
Social media skills are no longer optional for a successful healthcare facility. If you’re not effectively managing your social media presence, you are losing out potential streams of income. Medical care is no longer about getting customers in and out the door. As people begin to have more flexibility in the healthcare facility they choose for their care, it’s important to be able to send clear, distinct messages about the type of services you offer and how you treat your customers. With all the advantages that social media offers, it’s important to realize there are risks as well since you can easily sink several hours into a single social media post. Before continuing, budget some time each day to spend on social media and limit the amount of time you spend engaging.
Talking With Patients
In the past, healthcare was really a one-way conversation. The patient would come in and express their concerns, and then the doctor would provide private advice on their condition and seek to diagnose the issue. Today, many healthcare facilities are expected to respond to questions posted by patients online. If your facility responds well, you’ll get more patients and people will trust your business. It’s important to find the line between giving specific medical advice online and talking generically about conditions and possible treatment options.
Networking is Changing
In the past, networking consisted of developing your business by teaming up with other healthcare professionals. Joining local business groups, promoting your practice on traditional media and participating in the local community was the typical way you would promote your business. Today, there is a much larger emphasis on promoting your business to the local community, but the majority of it takes place online. You’ll still want to be a member of the Chamber of Commerce and your local professional groups, but you also need to join social media sites like Sermo.com that are physician-dedicated.
The Growing Issue of Self-Diagnosis
Patients are increasingly turning to websites like WebMD to diagnose themselves and avoid the need to see a doctor. This is harmful not only to the patients but to the health of the local community. As a healthcare facility, you have the responsibility to provide information on how and when you should go and see a doctor. This can help bridge the fine line between acceptable self-diagnosis for minor issues and when it’s necessary to see a doctor. While all reputable sites will have a disclaimer, it’s up to you to promote the importance of regular doctor visits. Create whitepaper, emails, ebooks and other content that advocates for professional care and your patients will have greater trust in your clinic.
Patients Have Greater Power
In the past, if a patient was unhappy it could ruin your reputation as a healthcare facility in their community of friends. Now, if a patient is unhappy, they can go online and post comments on your social media page. This has a much greater impact on your business since they have the potential to reach a greater audience, and modern patients place a high value on reviews. One way to circumvent this is by responding to comments online using a professional, personable and caring tone. Don’t simply defend the position of your healthcare facility, show that you care about your patients and offer to resolve the situation off-line. This shows that your practice values privacy and cares about patients.
Talk Up Your Technology
Talk about the technology your practice uses. If you use enterprise imaging, explain to your patients what it is and why it’s important to their health. Show and tell your online following why your practice is different. People today want to be well-educated about procedures and equipment that is used. Make sure you provide plenty of information about the technology in your practice, and provide in-depth reviews about the different medical technologies available on your health care facility business website.
