The Aruba Chronicles: Best Practices in Health Care Social Media
February 5, 2013 • By Dan Hinmon, Principal
This week I’m in Aruba presenting to physicians, certified nurse midwives and nurse practitioners at the Symposia Medicus 17th Annual Conference on Clinical Issues in OB/GYN.
Thanks to a great client, Lisa Miller, CNM, JD, and Jim Goodrich, executive director of Symposia Medicus, for helping to make this happen. And thanks to the 140 providers who will attend the conference who have motivated me to sharpen my thinking as I’ve developed presentations on the critical role social media can play for OB/GYN health care professionals.
I have long felt that expecting and new moms comprise one of the most natural of all healthcare communities, and this conference is a perfect time to help these providers understand the amazing opportunities available to them.
The first session, titled Best Practices: How Hospitals & Clinics are Using Social Media to Create Loyal Patients & Build Successful Practices, outlines seven best practices that lead to success.
Count the costs
Before you begin any social media effort, make sure you are aware of the resources in costs, time and energy. Many physicians are lured to social media with the prospect that social media is “free.” Nothing could be further from the truth. Although setting up a Facebook account is free, the time and energy spent to successfully build a Facebook community is a significant investment.
Establish clear objectives
Before you do anything, identify clear objectives and develop a strategy to accomplish them.
It’s not about you – it’s about your patients
Don’t make the mistake of making your social media efforts all about you. Every blog, every Facebook post, every tweet, every YouTube video should start by asking the question “Do my patients really care about this.”
Start small and grow gradually
Don’t mistake numbers of followers for engagement. The most vibrant social media communities start wit a few followers/likers, create as much engagement as possible, and grow gradually – always keeping in mind that engagement is the key, not numbers.
Share interesting, useful information
This is how you keep your patients coming back to your blogs and Facebook pages for more. Dr. Natasha Burgert, a Kansas City, MO, pediatrician who uses social media in her practice, has an interesting yardstick: Whenever she gets the question three times from different patients, she blogs about it.
Stay the course
Successful communities don’t grow overnight. Earlier you established clear objectives. Remember what those are, and continue to do the things necessary to accomplish them, a step at a time. Social media is a drip-drip-drip strategy, not a flood.
Evaluate your success
Regularly evaluate how you’re doing and make adjustments as necessary. Some things work better than others, and it’s okay to adapt to changing realities.
These seven steps can help health care providers build vibrant communities that make a difference in the lives of their patients.
How we help
Hive Strategies gives webinars, presentations and workshops to help hospitals and physician clinics learn the skills they need to thrive during health care reform. Read about our services. Start a conversation. Email us or call us at 503-472-5512.
|Christopher Eugene Ott MD||Pleasure to meet you Mr. Hinmon. Perhaps I will see you in Rochester next time, where it will be 92 degrees cooler. @OldDocOtt|
|Dan Hinmon, Principal||Thank you for your comments at our breakout session, Dr. Ott. It would be great to run into you in Rochester, no matter the weather. Good luck on instituting social media in your practice.|