Social media such as Facebook, Twitter, YouTube and LinkedIn, is a complex world and is in its infancy. Introducing such powerful and undefined channels into the domain health care is challenging. Yet, it is difficult to look away from the results and benefits physicians, dentists, eye doctors, chiropractors, nutritionists and other health care providers can gain by adapting and adopting to the new world of social media.

A survey released by the National Research Corporation of 23,000 patients found that 41 percent of them use Social Media sites to look for health information. Of those, more than 90 percent said Facebook would be the most convenient place to find information. 

With over 150 million Facebook users and 75 million Twitter users in the U.S., it is imperative that doctors implement a strategy for more effective communication with their patients.

There are two types of doctors who might think about using Social Media to further their personal or group practice. There are those who have an established patient pool, or those with more than enough patients to fill their days, and there are relatively young (career-wise) physicians who do not have an established patient pool.

In the case where there are not enough patients for a practice, Social Media can be used to recruit patients. Many small medical and dental practices have a very poor online presence (website, email marketing, etc.), but can leap-frog their competition by developing an effective Social Media presence. Facebook would be an ideal way to supply medical information to patients while remaining within the realms of medical ethics. They can supplement this by effectively using Youtube and Twitter. 

A Facebook “Fan/Business Page” is a simple website which contains basic practice/doctor information and a “wall” or bulletin board on which posts can be made by the physician and followers. When people become “Fans” or “Like” the page, they are linking themselves to the page. Anything that is posted on that page automatically appears on user’s “News Feed.” 

Twitter is a channel that people use to send small blurbs (Tweets) to those who have subscribed. A Tweet is a short 142 character, or less, message. A medical practice can share announcements, office closings, special health alerts, and promotions using this resource. Links can be provided on the doctor’s website and Facebook Fan page so patients can “subscribe” to the doctor’s Twitter feed and receive updates.

YouTube is the second largest source of videos on the internet, and is the most widely used platform to share and watch videos. Short videos about the practice, about the doctor, and about specific treatments go a long way in establishing the practice as a leading health care provider. 

Although Social Media can be used to advertise and promote a practice, Dr. Ted Eytan, family physician and director for the Permanente Federation, in Washington, D.C., believes that physicians should focus their Social Media efforts on improving communication with patients. “It is safe to say that physicians around the U.S. would like to reduce the gap between them and patients, to create a more trustworthy environment,” he says. “Patients like to be able to ask me questions directly, and I think it’s a healthy doctor-patient relationship.”

Dr. Eytan is one of the very few physicians who regularly communicates with patients through email, text messaging, phone calls, and blogs. He says, “What Social Media does is it changes the way you behave as a physician. When you put something out, whether in email or blogs, you get feedback. It is no longer one-way communication with your patients.” It creates a bond between doctor and patients, and helps facilitate interaction and positive action towards treatment. 

“When physicians are forthcoming and straightforward with their patients about what they are doing, the patients are more responsive to advice.”

Blogging takes courage, Tweeting takes courage, using Social Media takes courage. But as is with any new technology, the early adopters get the most benefit and have the ability to showcase themselves as thought leaders. The world is changing, and physicians must change with it. Please, don’t get left behind.