The line that has defined
the relationship between medical doctors and their patients is quickly being
blurred by social media. Many
doctors are on Facebook, Twitter and other social media outlets, or at least
their practices are. Doctors
are engaging patients on these platforms, because it is an efficient way to
reach out to patients. They
can even delegate most of the tasks to a certified medical assistant or another
office worker.
Before exploring the ways
that doctors can responsibly use social media, a precautionary warning must be
given. As already
mentioned, the relationship between doctor and patient is being blurred by these
technological advancements. It
is the medical provider’s responsibility to maintain appropriate
boundaries. Healthcare
providers, their assistants and staff must also not disclose any personal
information on the internet. HIPPAlaws still apply to the internet (at least in the U.S.), and almost everything
posted or tweeted can be tracked to a specific individual. Anyone with concerns should consult
with a lawyer familiar with the HIPPA laws. (This is neither medical nor legal
advice).
Having considered the
dangers of social media, here are some ways doctors can use social media to
strengthen their practice. Usually
it is a medical assistant who knows the patients best, because the doctor is
extremely busy. With social
media, patients can feel more connected to everyone at the office.
Post Stories of Success
and Gratitude
Assuming they have a
release from a patient or remove all personal information from a note, a
medical practice can post stories of success and gratitude. Patients usually go to doctors when
they are ill. Publishing
brief stories of people who recovered is encouraging to those who are currently
suffering. Even simple
thank-you notes are uplifting.
Post Pictures and Videos
of Newborns
Obstetricians can take the
above idea a step further, provided they have a release from the newborn’s
parents. Some have had
great success posting videos of newborns they have delivered. After an infant is calm and aquatinted
with his or her mother, a medical assistant can take the video and publish
it. Parents also would
appreciate a copy of the video.
Post Explanations of
Treatments and Procedures
Patients often go to the
internet for medical information, and who better to provide it than their own
personal doctor or nurse? Medical
professionals can educate their patients on the treatments and procedures they
perform most often through online articles. This also can reduce the number of
questions patients have during their visit, thus easing the ever-stretched
appointment time. The most
successful doctors publish purely informative pieces, not sales pitches.
Take Polls
Facebook is a great
platform for taking polls. These
can be serious, about a patient’s experience, to improve the practice. They also can be purely fun, such as
“What is your favorite hotdog topping?” The
latter example makes the office seem more personable, and staff members can
engage in an online debate: ketchup or mustard?
Doctors’ offices have used
all of these ideas to enhance the level of care they provide. In most cases, doctors do not post the
material themselves. They
often ask a certified medical assistant or medical technician, who has some
knowledge in medicine but fewer time demands.
Sean Ninon writes for
Medical Assistant Center, which helps people become CMAs in Arkansas and other states.
