What lies deep beneath these platforms and applications is the process of communications.

• Proper communications between healthcare providers improves patient care
• Proper communications among providers and patients increases likelihood that the instructions will be followed. 
• Proper bidirectional communication ensures you are treated as a person and not a disease. 
• Proper communications encourages patients to be their own best chance of success. 
• Proper communications aids in ensuring a surgical success. 
• Proper communication prevents surgical errors. 
• Proper communications prevents medical errors. 
• Proper communications among the care team improves patient care delivery, and …
• Proper communication enhances the working environment to improve productivity, job satisfaction and the overall working relationship of the team.

What are you waiting for? 

Go out there and talk to someone!  

If I have left something out… put it in a comment please  

Learn more about Communications Is The Key Element in Curing Healthcare at Howard J. Luks, MD.

Podcast training

Thinking of incorporating podcasts for those who like to listen on the go. 

Thoughts? 

Topics of Interest?

Speak up… I’m here to assist YOU !

Learn more about My Test Podcast Welcome at Howard J. Luks, MD.

Where do you start?

“Healthcare Technology” is a very very complicated issue for many physicians.  Healthcare Technology has been developed for so many different areas within the overall healthcare space.  Where do you begin?  There are an overwhelming number of platforms available to suit any number of a dozen “needs” in healthcare. Sub-definitions and useful TACTICAL sub-categorization is needed to help physicians identify with a particular area and dive in to learn more and perhaps push that technology out within their own limited IT infrastructure… or into their daily workflow. 

Healthcare Technology currently can be broken down into areas including:

• Electronic medical records
• CRM platforms
• Platforms to improve operational efficiencies beyond the PMS
• Patient engagement – Socially rooted or otherwise
• Patient portals
• Textual Communications
• Visual Communications
• Quantified Self
• Educational
  • Website development
  • Video based
  • Textual
  • Social
  • Curated List (Readlists, rebelmouse, scoopit

What’s a busy physician to do ???  First and foremost, they must be open and willing to learn more, adopt certain platforms or apps and embrace them — to ignore them is to potentially ignore the opportunity to:

• Foster their relevance 
  • Website, create content, Facebook,Twitter, YouTube Channel, etc…. 
• Improve clinical workflow
  • PMS with proper training, Phressia or similar platforms
  • 3rd generation EMRs — on their way 
  • Online appointment scheduling 
• Improve efficient bidirectional digital patient communication
  • Twistle
  • Avado
  • Patient Portals
  • Compliant email text, and video channels 
• Improve patient education – Medical decision making aids
  • Website content — rooted in new media channels
  • Clear.md
  • Orca Health
  • Jiffpad
• Humanize their organization
  • videos — just buy a webcam and talk… no pros needed! 
• Initiate useful outbound marketing initiatives
  • Too many opportunities to list  

Proper understanding of the various components which collectively comprise the HealthCare Information Technology space, and meaningful utilization of this technology will improve:

• Encounter documentation —> while improving the patient physician relationship
• dealing efficiently with post visit questions
• online appointment scheduling 
• efficient bi-directional communications
• OUtbound marketing —-at a fraction of the cost of inbound initiatives which many chose to avoid. 
• Happier, better informed patients will to share your efforts and qualifications

What are you waiting for?

Learn more about Healthcare Technology Utilization… Tactical Technology Guidance at Howard J. Luks, MD.

 As HIT platforms mature and innovate the organizational needs to effectively manage these systems and their integrations increases as well.  After all, unless these systems inter-relate and are properly managed we will stay in 12th place in the world in terms of healthcare quality.  

How many organizations recognize this? 

We have hospitals full of million dollar plus robots, 10 different proprietary non-integrated platforms that cost tens of millions of dollars —with little if any cross collaboration and interactive functionality.  These institutions have hundreds of disconnected health care professionals coming in and out of their doors daily.  Worse yet.  Those hundreds of doctors, are not actively connected to the thousands of patients who are coming through their system… and the patients’ data stream either doesn’t exist,  is siloed in a proprietary platform on a providers server,  and is most certainly not being monitored in a coordinated effective manner —

Until the multitude of IT services are effectively managed and interwoven we will never realize the dream of fixing our broken healthcare system… and we will certainly not realize our ultimate focus.  Patient centered care, founded on sound population based evidence.  

Individualized health is still a distant focus of many players.  It needs to move to the forefront.  It requires not only technology but layering on the appropriate managerial and organizational infrastructure to insure its proper function

We have archaic, proprietary, siloed and tethered healthcare data management systems where data is utilized primarily to justify billing …  not to assist current or future patients.        

The medical community has been in a separate orbit from the rapid advances materializing in the digital world…. The medical community has been in a separate orbit from the social graph.  This has to change.  The opportunity cost of not doing so, is very high.  

Learn more about Healthcare Technology and Individualized Health – Let the separate orbits unite at Howard J. Luks, MD.

No medical social media strategy would be complete without a plan for a blog. If you are a physician who wants to establish an online presence, Google has made some changes recently that should prompt you to start blogging now. Google Panda and Penguin updates are a boost for bloggers who have worked hard to provide quality content.

 

Why a High-Quality Medical Website Needs a Blog

Content is the New Marketing 

 

What is the most important question in your practice?

 What is a High-Quality Website According to Google?

Learn more about Google Panda and Penguin Changes: Two More Reasons for Doctors to Blog at Howard J. Luks, MD.

It’s been a long 4 years plus that I’ve been wading through the waters of …

Medical Social Media…. 

I’ve worked hard to provide value and meaningful content to interested people (patients) from around the globe.  So far, so good… at least on my end — and hopefully on yours too!  

Many many more physicians and hospitals have jumped on the social media bandwagon over the last few years.  

Why?

• Fear of missing out?
• Wanting to catch the wave?
• Anticipating an immediate rush of new patients?
• Reputation management?

A glaring issue with many physicians and hospital who are rushing into a social media presence is the lack of proper offline preparation, and the lack of understanding about online engagement, and the  fundamentals surrounding outbound vs inbound marketing and its uses in the healthcare space.  

We all can’t have a Lee Aase, Chris Boyer, Nick Dawson , Ed Bennett or companies like Symplur * at our sides as we endeavor to craft our online presence.  But there are enough best practice examples out there (@seattlemamadoc and @doctornatasha ) — that with a little effort, and a bit of preparation — a firm digital presence, rooted in medical social media could be yours — and could potentially provide you with the ROI you are dreaming about.  Professional help is available too … 

Fact: Physicians need to be an active part of the online medical social media discussion — but for now our participation is minimal.   But this is changing… and thenI keep seeing tweets like this … and know that we still have a long way to go! 

* – I am a principal at Symplur

Learn more about Medical Social Media — failures still litter the landscape at Howard J. Luks, MD.

This web platform can be very useful for those of us in the healthcare space who curate, save and log significant content via RSS feeds, favorited tweets, etc… The potential uses are significant… IMHO.

The site has a very user friendly, simple UI that is intuitive and easy to navigate.  IFTTT has the potential to simplify and macro many of the tasks I perform each day.  

For example… you can —

• Send an RSS feed to your Dropbox or an Evernote folder…
• Send a Facebook post to Twitter
• Store your Favorite tweets in a Dropbox folder or an Evernote Folder

You simply define what task you want to automate… and IFTTT takes it from there…

Just a few of the tasks you can automate

Choose your trigger… or your starting point… 

Let’s say you want to Buffer your Facebook Page posts… In this box you would choose the FB Page box.. 

Choose your “Trigger”

Then you will be prompted you define the “Action” … in this case moving the Facebook post to Buffer. 

Create your action

Done!  

You’ve completed your first ITFF

Pretty cool…. check it out.  

Learn more about Healthcare Online: IFTTT: Automate your tasks… at Howard J. Luks, MD.

 The Little Blue Book… in collaboration with Sharecare has released their 2012 National Physicians Survey…. 

Not many surprises here: The national physicians survey pointed out… 

• 40% feel that no one is advocating for them
• 22% are talking “ACOs”
• 71% feel that the quality of healthcare will deteriorate over next 5 years. 
• 66% have difficulties integrating EMRs into clinical workflow
• Practice management challenges are keeping many up at night
• 1/3 believe EMRs will improve quality of care
• Desktop is #1 tool for clinical workflow, laptop #2
• 95% communicate with colleagues via telephone
• 66% communicate with other docs via FAX!
• 91% communicate with patients via telephone
• 20% interact with patients via email
• 22% believe internet searched bring in new patients, but only 8% feel there website is the  source

The Little Blue Book and Sharecare 2012 MD Survey

Learn more about National Physicians Survey : Dissatisfaction, Gloomy Outlook and Fax Machines at Howard J. Luks, MD.

As people share more via social media, they have access to more opinions from the people they trust about the products and services they use. This makes it easier to discover the best products, and improve the quality and efficiency of their lives.

Businesses will be rewarded for building better products  - ones that are personalized and designed around people. We have found products that are “social by design” to be more engaging. ~ Mark Zuckerberg, CEO, Facebook

End of the Diva

Is your practice “built around people”?  In “The End of the Diva Paradox”, Seth Godin starts by saying,

Great surgeons don’t need to be respectful or have a talented, kind or alert front desk staff. They’re great at the surgery part, and you’re not here for the service, you’re here to get well (if you believe that the surgery part is what matters). In fact, gruffness might be a clue to their skill for some.

 

However, Godin goes on to qualify his statement by saying,

 

I think that’s changing, possibly forever, for a bunch of reasons:

• As a result, customers quickly become aware of what a raw deal they’re getting from this supposedly gifted individual.
• It’s so much easier to deliver better service (Dr. Diva, please send me an email of you’re running late! ) that we’re far less forgiving.  
• Since just about any intelligent and caring person can use technology and a bit of humility to deliver better service (see above) we start to wonder whether that diva provider actually is intelligent and caring. And if he isn’t, it doesn’t really matter if he has some sort of skill, because uncaring hands are worth avoiding.

 

“Uncaring hands are worth avoiding,” — important words.

 

 

Social by Design

 

George Jenkins, Founder Publix, Scott Crouse Illustration

There is a lot to learn from the social media success of the grocery store, Publix, “where shopping is a pleasure.” This mantra has driven this chain of stores’ business and customer service for decades based on the principles of founder George Jenkins. 

What happened when Publix started a Facebook Fan Page? “Not many people gain 100 new friends a minute. Publix did on the first day the grocery chain launched a Facebook page.”

In less than a year on Facebook, Publix now has more than 700,000 likes! Jenkins, who passed way in 1996, would be smiling.

So physicians should not fear social media. They need to fear the doctor who is “social by design” and where patients find, “health care is a pleasure.”

Learn more about The Real Reason Some Doctors Fear Social Media at Howard J. Luks, MD.

Face it, our patients forget nearly 80% or more of what we tell them after they leave our office.  We may have shared some very valuable tidbits of information or post-surgical instructions with them … and when they return to the office we may be disappointed that they didn’t do what we asked of them. 

Perhaps it was our fault….. ?  

How can we meaningfully share information with patients and give them a resource so that they can then review that informmation…

• At a time of their choosing
•  On their chosen reader 
• Mobile platform 
• Or one of your social media properties?

Enter Readlists…  

What’s a Readlist? A group of web pages—articles, recipes, course materials, anything—bundled into an e-book you can send to your Kindle, iPad, or iPhone

Readlist Homepage

 After you sign up (it’s free) …  You can then “Make a Readlist” 

Then Create your Readlist … 

Then you to share your Readlist via a mobile app, Kindle, Twitter, etc…. 

How cool is that?!?!?

Learn more about Sharing Content in Medicine: Readlists at Howard J. Luks, MD.

The Intersection of Medicine and Social Media:

I had a fun the other day being interviewed by The Feed Agency regarding my online presence and why I am active in digital and social media. 

Recommended Reading:

Your 41st Patient Initiative

Why Establish a Medical Social Media Presence

Planning Your Medical Social Media Presence

Reputation Management and Medical Social Media

What are your thoughts?

Learn more about Interview: Why I Choose To Be Active in Medicine and Social Media at Howard J. Luks, MD.

I’m enthusiastic about the changes that are taking place at the intersection of Healthcare-Medicine and Social Media….  and here’s a smattering of Twitter outtakes to “prove” it. 

Medicine and Social Media

Physicians,Healthcare Professionals, and Patients alike understand what opportunities digital and social media offer us… they are starting to understand the value propositions… and they are slowly learning the “rules of the road” 

Patients are catching on… 

 Physicians are catching on….  They are creating content, collaborating and sharing ….  

… and many more are just starting to recognize that the intersection of medicine and social media is not a fad… and that the consequences of not understanding new media and its impact on education, collaboration, learning, sharing and communication are very  very real.  

Thoughts? Feel free to comment… many people would enjoy the conversation!  

 Recommended Reading:

Why Establish a Medical Social Media Presence

Planning a Medical Social Media Presence

Physicians Must Be Part of the Online Healthcare Discussion 

Reputation Management for Medical Professionals

Learn more about Medicine and Social Media – We’re Getting There- Slowly. at Howard J. Luks, MD.

There are more ways than ever to communicate with people. In NPR.org’s  “What We Have Here: A Failure To Communicate”,  Kate Kamber, a student at the University of Virginia, says that in contemporary American culture, “the problem is not how to best contact someone for the sake of contact, but rather the problem is how to contact someone in a medium where the intended message can most accurately be conveyed.”

How will digital natives change the landscape for patients?

A recent survey by the Pew Internet & American Life Project reveals that texting is the favorite form of communication among young people ages 12 to 17. 

Sixty-three percent of young people use texting to chat with others every day. About 39 percent call and receive calls on their cellphones; 29 percent swap messages on social network sites — such as Facebook and Twitter — and 22 percent send instant messages. Very few report using email–only 6%.

 

What do mobile social platforms mean for the physician-patient relationship? Dr. Luks weighs in.

 

“My patients vary in age from young athletes to baby boomers and beyond. I see a fair amount of young people in my practice for sports-related injuries as well as baby boomers for orthopedic conditions like osteoarthritis. I also have social media presences on all the most popular platforms.”

 

“The best communication between a patient and doctor is always face-to-face. My social media presences are for informational purposes only, not treatment, diagnosis or ongoing patient communication. New patients looking for information may initiate a lot of conversations as a result of the valuable information they find on my website or social media platforms, but their next step is an email or phone call and an appointment.

 

 

 

“To get the most out of  a face-to-face interaction, I encourage patients to come to their appointments prepared with a good list of questions. I find many physicians’ biggest challenge is for patients to leave the office taking note of advice for next steps and committing to the actions prescribed by the doctor. That is why, even with all the high-tech tools, I still use my low-tech notepads to help me achieve my communication goals. 

 

Would patients find value in text reminders based on these to-do lists after appointments? Tell me what you think.

Please tell Dr. Luks your thoughts on text-messaging and your doctor in the comments below!

Learn more about How Will the Texting Generation Change the Physician-Patient Relationship? at Howard J. Luks, MD.

Future for Orthopedic Social Media

Learn more about What is the Future of Social Media for Orthopedic Surgeons? at Howard J. Luks, MD.

Healthcare Social Media and Medical Student Education:

Student Physician Awareness Day:                        New York Medical College 4/24/2012

For the past 26 years, first-year medical students at New York Medical College have organized a day-long conference in order to complement traditional medical education with burgeoning, extracurricular concepts relevant to medical practice and education. As many alumni now reveal, the kind of progressive attitude that this conference inspires is what invigorates medical students as they explore their path of lifelong learning.

Our first-year class believed that now is the time to delve into the influence of social media in medicine. The seemingly ubiquitous role that social media plays in everyday life is not generationally limited; people of all ages have engaged in interactions via social media for a variety of different reasons. However, healthcare-related use of social media is common to all age groups, whether it be to share health-related news with friends and family or to build a support system with others afflicted by the same condition. The innovations in social media platforms, which actually seem to keep pace with the rapidly evolving body of medical knowledge, are changing the dynamic of the doctor-patient relationship, medical education, and patient education and outreach. We anticipate that SPAD will allow us to explore and discuss these developments from a variety of perspectives. We are excited to explore the intersection of healthcare and social media and how it relates to:

• Lifelong learning
• Fostering professional collaboration
• Providing patients around the globe with meaningful content
• Reputation management
• Continuing medical education
• Humanizing our relevance
• To understand, from a patient’s perspective, how important these interactions are.   

We, the Medical School Class of 2015, present on Tuesday, April 24th, the 27th Annual NYMC SPAD conference at the New York Medical College campus in Valhalla, NY.  So what is SPAD?  SPAD stands for Student Physician Awareness Day.  It is a day set aside for the entire school, which includes medical students, educators, and professionals to engage in lively discussion about topics that are not found in the current medical school curriculum.  This year we have taken on the important and growing topic of Social Media.  How is social media being used today in healthcare and what do we see for the future?  How is it being implemented in patient care, community outreach, and medical education?  All of this will be explored by our amazing line up of speakers which include an NYMC alum, Dr. Howard Luks.  We also have Dr. Kent Bottles and Lawrence Sherman moderating panels on medical education and current uses of social media in the afternoon.  We will be starting the day with an overview of social media presented in a series of 15 minute TED style talks over 3 hours.  The talks will be presented by Dr. Natasha Burgert, Dr. Mark Ryan, Dr. Ryan Madanick, Dr. Mike Cadogan, Dr. Neil Mehta, Dr. Brian McGowan, Bob MacAvoy, Loring Day, and Josh Herigon.  It promises to be an exciting day packed with vital information for the future of the medical profession as well as thought provoking discussion.  

SPAD will take place on Tuesday, April 24th, 2012 in the Medical Education Center of the New York Medical College campus, located at 50 Sunshine Cottage Road, Valhalla, NY 10595. The event will take place from 8 AM to 4:30 PM, and will include presentations by a keynote speaker as well as a keynote panel, along with multiple, smaller breakout sessions, all supplemented by social media platforms for Q&A. Additionally, a residency fair, with representative physicians from many different specialties, will take place during lunch. The event is open to all who desire to attend, and your information can be e-mailed to StudentSenate2015@nymc.edu in order to gather more information or register.

Thus, we ask you to reflect on your thoughts about the role of social media in medicine, and attend our Student Physician Awareness Day Conference to share and build upon them.

All course related information is provided at www.nymc.edu/spad.  Follow us on Twitter @NYMCSPAD, and like NYMC SPAD on Facebook.

Hashtag for Conference Day: #NYMCSPAD
Registration/Twitter Help Table 8:00 AM – 8:30 AM Edel, Erin, Jordan 
Opening Remarks 8:30 AM – 8:45 AM Dr. Karl Adler Introduce Dr. Wallach
Opening Remarks 8:45 AM – 8:55 AM Dr. Paul Wallach Introduce Dr. O’Connell
Opening Remarks 8:55 AM – 9:15 AM Dr. Ralph O’Connell
Opening Speech 9:15 AM – 9:25 AM Neil Shah Introduce Dr. Luks
Unkeynote 9:30 AM Howard Luks 
Social Media 101 9:45 AM Lawrence Sherman
The Old Days – General 10:00 AM Brian McGowan
The Old Days – Healthcare 10:15 AM Mark Ryan
Value Propositions for Healthcare – Physician 10:30 AM Natasha Burgert
Value Propositions for Healthcare – Patient 10:45 AM Loring Day
Professional Collaboration 11:00 AM Bob MacAvoy
Current applications of Social Media (Best practices) 11:15 AM Ryan Madanick
Pitfalls, Perils, and Potholes 11:30 AM Lawrence Sherman
Reputation Management/Establishing a Digital Presence 11:45 AM Howard Luks
Humanizing your Presence/Fostering your Relevance 12:00 PM Natasha Burgert
Future opportunities of Social Media in Healthcare 12:15 PM Kent Bottles

Breakout Sessions – 3 12:30 PM – 1:15 PM
Dr. Mike Cadogan Workshop with Natasha Burgert and Mark Ryan
A practical strategy for using Web 2.0 and SoMe for lifelong learning Dr. Neil Mehta Workshop with Brian McGowan and Ryan Madanick
Public Health Session Dr. Garbers and Stephen Hamill

Lunch/Residency Fair 1:15 PM – 2:00 PM Moderated by Dr. Pravetz

Panel Presentation – Medical Education, CME 2:00 PM – 2:50 PM Led by Lawrence Sherman Panel Members: Brian McGowan, Howard Luks, Mark Ryan, Ryan Madanick, Neil Mehta, Josh Herigon

Panel Presentation – Current Uses of Social Media in Healthcare 3:00 PM – 3:50 PM Led by Kent Bottles Panel Members: Natasha Burgert, Howard Luks, Mark Ryan, Bob MacAvoy, Loring Day

Unsession 4:00 PM – 4:30 PM Led by Lawrence Sherma Panel Members: Howard Luks, Supa Shah, Neil Shah, potentially everyone
Topic Time Slot Speaker

Learn more about Medical Students and Social Media: NYMC Leading the Way at Howard J. Luks, MD.

Lessons in medical practice website development from the trenches

When I first decidied to venture online I was POSITIVE I could handle it myself –typical surgeon

I started a blog on Posterous and then used a template driven website design and started preparing and writing content.  

Despite well over two years of effort , as the graph below depicts … I never gained any traction or attention.    Alexa didn’t even know that my website was somewhere on the internet .   

Frustrated,  I started to dive deeper… I wanted to know why, despite my blog and constant content creation, why I was not attracting an audience — I was obviously not ranking on Google. No one could find me  

I started reading as much as I could about medical practice website development, Google rankings, gaining traction and a following.   

I found all these terms I didn’t quite understand:

• Landing Page
• Anchor Text
• SEO
• Inbound Marketing
• Cornerstone Content
• Internal Linking
• Tagging
• Keyword Density
• and so on…. 

 Many patients are becoming very web savvy.  They are hungry for information and they are searching for information.  They are searching for your medical practice website! They are researching you! Whether you agree with this trend is not particularly relevant. Patients are searching for information on Facebook. They are interacting with one another on Twitter. 12 to 15% of patients who enter my office mention the Internet, Facebook, or my website as the reason why they are present in my office.  A properly constructed medical web presence will also enable numerous efficiencies that will contribute to the bottom line of your practice as we face ongoing fiscal instability in the healthcare space.  A patient who has actively explored your website, watched your videos, and read through your comments will result in a far more effective and efficient visit — and will also contribute to improving the patient’s experience — and thus their desire to recommend you to their friends and acquaintances.

Lastly, I personally feel that to ignore your medical practice website, digital and social media, is to ignore your own potential relevance as a healthcare practitioner over the coming years.

When you do choose to engage and venture online, save yourself the aggravation, time and limited expense of engaging with a template driven inexpensive website development firm …

Trust me , I’ve been there.  

 * Disclaimer: I am now one of those consultants.  

Learn more about Creating and Maintaining a Medical Website: DIY vs Professional Help at Howard J. Luks, MD.

Social Media Strategy for Physicians

Content Management?   Yes What are you going to write about to keep your medical practice website content fresh and thus ranking well on the servers on Google, Bing, Yahoo, etc.  

As a physician, you have been schooled for ages, and you have been in practice for years. You see the world of digital communications and social media in healthcare changing.  2+ for recognizing that.   You have now made the decision to consider an online digital presence, medical practice website and/or a blog to maintain dynamic content that we know Google and Bing love to see.  

Kudos for deciding to extend and share your medical knowledge base far outside the four walls of your practice an the 20-50 patients you see everyday.   I have  had the absolute prividege to work with many of you to establish that presence — but when it comes down to blog topics everyone seems to get bogged down or worried about what they should be writing about.  Content strategies for medical practices is a big hang up and source of fear… but it doesn’t need to be so.  

Let Your Patients Drive Your Content Management Strategy 

• Patients are the ones who are suffering —that brings up questions and searches
• Patients are the ones who are searching online – yet still have questions. 
• Those patients are asking you the same questions everyday!!

Write them down !! (They may have written them already) 

Last step: 

Your day is done and and you are sitting in your back office.   You have decided to utilize my 41st patient initiative … simply stated.

• Take out the list of questions
• What are the most common questions that were asked
• Those are the titles of your blog post
• Next, pick up your dictaphone and dictate a few paragraphs to address the question.  
• Transcribe the dictation, send it to someone (or do the work yourself) and place it in your blog.  
• 5 minutes of effort will pay off for years to come. 

You and your patient benefit, but you didn’t need to think and worry about the topic.  

Done!  

Considering a Digital Presence? Questions,Concerns— Let’s Talk!

Learn more about Content Management Strategies For Physicians and Healthcare at Howard J. Luks, MD.

Every day many more healthcare professionals are deciding to establish a new media presence. Without proper consideration or guidance  you may find the time spent is not helping you achieve the goals you thought were possible.  Google rules the roost … content is king.  For that content to survive an ever-downward moving stream out of social consciousness, should you present your content in a healthcare related Facebook or Blog post? 

Healthcare, Social Media, Marketing and Content Strategy

Although I’m not a huge fan of many of the infographics out there — this one by Patricia Redsicker of Word View Editing, caught my eye.

Many physician, hospital and other health care clients want a Facebook page… they shun the thought of a blog because they fear that they will not possess the time necessary to keep their content up to date and dynamic enough to attract an audience.   

Although the concept of my 41st Patient strategy assist many overcome those initial fears… many remain unconvinced and still want to start with a Facebook page .   

Initial considerations:

• Start with a concrete offline strategy outlining your online objectives
• How many digital properties will you HONESTLY be able to manage?
• Consider starting with a blog so you have content to share on Facebook and Twitter, etc. 

Learn more about Facebook or Blog …. Healthcare and Social Media at Howard J. Luks, MD.

The Risks of Not Participating in Healthcare and Social Media  

The Internet has  forever changed the way our patients will approach healthcare.  Digital or social media is NOT a passing fad… get past that.   Widespread access to the Internet has opened doors to health information that previously was available only to physicians.  People all over the globe, engaged current, or future patients and their caregivers are more informed than ever —  and more empowered then ever.  As such they will be taking a more active role in making decisions about their health — and curating their health related content.   Perhaps even more important … they will have a far better understanding about you… and what your previous patients have to say about you.  

Having a digital presence nestled in a Web2.0 compliant platform,  itself rooted  in social media — also enables you, your institution,  and your practice!  

I have covered these as I reflected on

• “why” physicians should engage, as well as when I discussed
• how to prepare offline for your digital roll-out. 

At its heart, digital media is about people, it is about relationships, and it is about communication.   It is about fostering your relevance as a physician and educator (@doctornatasha) beyond the four walls of your practice.  Establishing a digital footprint, rooted as a social media presence is about educating, engaging,  growing your audience, improving outcomes, improving compliance and potentially improving the bottom line of your practice

Healthcare-Social Media and the Physician-Patient Relationship

Healthcare and social media, and the power it grants to a worldwide audience means that meeting the needs of today’s patient requires adjusting to the new standard of physician-patient relationship

 Dr. Farris Timimi, the recently named Chair of the Advisory Board of the Mayo Clinic Center For Social Media (of which I am very proud to be a member). 

“This isn’t an addition to your job. This is part of your job,” says Mayo Clinic cardiologist and Medical Director of Mayo Clinic’s Center for Social Media, Farris Timimi, M.D., when discussing the role and use of social media in health care.

Unfortunately, recent studies have shown that upwards of 98% of the online health related discussion take place without the input of a healthcare professional.   

Aside from the obvious downsides to the public at large …. do you understand the…

Downsides of  Not Engaging in Online Healthcare Discussions?

 By not establishing a deep digital presence, and by not engaging your audience, you are losing out on your ability to:

• Foster your relevance
• Extend your knowledge and educate those far beyond the four walls of your practice
• Humanize your practice 
• If you don’t say it someone else will.
• You leave it up to others to say who you are: Reputation management 101
• Connect with people who insist on the ability to digitally engage with their doctors
• Enable mechanisms to improve information transfer, education, compliance and adherence to chronic disease or post-surgical protocols.  
• Enable an efficient office practice enhanced by simple web platforms and practice generated content. 

Lastly, I personally feel that to ignore the intersection of healthcare and social media, is to ignore your own potential relevance as a healthcare practitioner over the coming years.

Considering a Digital Presence? Questions,Concerns— Let’s Talk!

Learn more about Physicians Should Be Part Of The Online Healthcare Discussions at Howard J. Luks, MD.

• Consider that a profitable hospital currently operates on a 1% margin.  
• Consider that the hospital is considered the most costly portion of the overall healthcare debt burden.  
• Consider that hospitals are considered to be one of the most dangerous places to be based on the rate of medical errors.   
• Consider that customer care initiatives either do not exist in most institutions or fail miserably in hospitals who are attempting to implement them.   
• Consider that the government will be publishing reams of performance and quality based information about hospitals and providers over the next decade.  Layer onto that the ability we have or will possess to share that information amongst ourselves via the social platforms that currently exist, or will exist as this data is revealed.  

Will you go to an ER, wait 3-4 hours, read the quality reviews only to find out that the ER you are sitting in fails miserably compared to a hospital not too far away— and that you stand a greater chance of dying from that admission than you do driving to the hospital or flying around the world?   Hmmmm…  

There are not many forward thinking institutions out there… there are even fewer where the c-suite has “skin in the game” and feels emotionally attached to the institution where they earn their salary from.   Do you believe these institutions will put forth the initiatives necessary to allow them to shine above their competitors when the facts come out?   My guess is that many many institutions will fold over next decade as quality measures, poor customer service, high (published) medical error rates and a leadership council who simply doesn’t care becomes common knowledge through our digitally enabled and hyper- connected society.  

Will this save money… no. That’s another post.

Will this save lives? Hopefully.

Will this disrupt the lives of many physicians, nurses and employees who signed contracts thinking they were safe from the changes that value based initiatives and the cost cutting features of the new health plan?  Most certainly.  

“Healthcare”:   Hospitals and physicians better wake up… start collaborating, start planning, put the proper people in place and properly position themselves if they want to have a chance at surviving and remaining relevant throughout the next decade— and beyond.  

Learn more about Will Your Local Hospital Exist in 10 years? Should it? at Howard J. Luks, MD.

Healthcare and Social Media : A patient’s thoughts… 

Why see a doctor 200 miles away when you live 20 miles from one of the United States’ fifth most populated cities?  One word: relationship.  Thirteen years ago I was a young college kid with a simple meniscus tear and I went to a doctor based on who was covered in my insurance.  When that experience led me to more knee problems rather than repairs, another physician suggested posting my case to this “internet” community of orthopedic surgeons.  That’s how I met Dr. Howard Luks, an Orthopedic Surgeon in Westchester County , New York.

I In 1999 Apple still operated on it’s classic OS platform, I was still using Netscape for email and being on a college campus I was in the growing majority of American’s using the internet and email as communication tools.  With nothing to loose, I traveled three states away to have a consult with a physician that found me on a website.  For the first time, I was in control of my own health care.  I met with Dr. Luks for a second opinion and it was like attending a town hall meeting.  We exchanged dialog, he taught me about his diagnosis for my knee.  That first meeting wasn’t finished until I said it was done.  Dr. Luks still will never end a conversation, it always takes me to say, “I think that’s it” for us to stand up and shake hands.  

I always leave a meeting with Dr. Luks more educated, more prepared and more aware of my injury

It is because of this relationship that I’ve returned to be the athlete I’d always been.  He provided the mechanical repair to my knee, but more importantly was available to discuss my questions beyond the physical doctor’s office.  With his expertise and my determination I returned to the tennis court, ski slopes and outdoors.  Unfortunately, my choice in sports provided a few more opportunities to return to Dr. Luks’ office, the last of which was three weeks ago.

Today I’m a 33 year old mother trying to keep up with a precocious two year old while recovering from ACL reconstruction, but still refuse to give up skiing.  When this injury presented itself, I turned on my computer, emailed Dr. Luks and opened up over a decade of dialog.  He knew who I was, knew my history and 200 miles wasn’t going to keep me away this time either.  I follow him on Twitter to help keep myself educated and will even web-chat with him if one of my extensive emails is too much to respond to by typing.

I only wish I could find more physicians like him to continue the dialog we’ve started.

 I chose my daughter’s pediatrician based as much on their website as on their vaccination schedule.  As I’m in the process of finding a new primary doctor, I immediately ruled out those that aren’t on Facebook.

We are in the digital era and I am thankful that Dr. Luks has given me the experience to know our physicians can join us here.  I expect my doctor’s to be human – an email at 2:30am does not need to be answered just because it was a convenient time for me to send it.  However, the fact that it is available as a means to a discussion either online or at our next meeting is not too much to ask.  I have become an educated patient and work together with my orthopedic surgeon to make a plan that works for me based on his expertise and knowledge.

That is why I travel 200 miles away to see a doctor.

L.D …  

with my express permission and desire to post this as a guest blog  

Learn more about A Patient’s Perspective: Healthcare and Social Media at Howard J. Luks, MD.

Just got off a phone deposition for a patient.  I have to testify on my tweets

Bye Bye Twitter

Concerned About Your Online Reputation?.

Learn more about Healthcare-Social Media and the Intersection with the Medical Legal Arena at Howard J. Luks, MD.

 What Are Your Healthcare and Social Media Goals?

Centrifugal force (from Latin centrum, meaning “center“, and fugere, meaning “to flee”) represents the effects of inertia that arise in connection with rotation and which are experienced as an outward force away from the center of rotation

 Centripetal force (from Latin centrum ”center” and petere ”to seek”^[1]) is a force that makes a body follow a curved path: it is always directed orthogonal to the velocity of the body, toward the instantaneous center of curvature of the path. In simple terms, centripetal force is defined as a force which keeps a body moving with a uniform speed along a circular path and is directed along the radius towards the centre

Your Healthcare and Social Media Presence 

Why are you establishing an online presence for your medical practice? 

What do you seek to gain from entering the intersection of digital media and healthcare? 

Centrifugal versus centripetal forces or drivers and your endeavors in healthcare and social media… Many healthcare professionals  are starting to engage on the healthcare social media stage — from an overall global healthcare perspective, that is likely a good thing. Healthcare professionals are starting to recognize that digital media has become the chosen mechanism or mode of communications and  information gathering for more than 1 billion people across the globe. But one has to wonder, what is the underlying force or driver that is pushing these healthcare professionals to engage???   

Are these doctors and other healthcare professionals engaging simply as part of an overall strategic inbound marketing initiatives? If so, are you producing meaningful or actionable content that a person would find useful when researching their disease process? Or are you simply putting up a post with a number of keywords in order to aim for a conversion and a phone call? This would be a perfect example of a centripetal effort — which is primarily self-serving, yet useful as an inbound marketing initiative. Its usefulness to the online healthcare community as a whole is minimal, yet, if you are providing a beneficial service to your patients in your office, then you are helping a small minority of people who are looking for help.  But that begs the question that arises frequently – – – do physicians have an obligation to produce meaningful, actionable content to improve the overall understanding of disease processes, and do they have an obligation to place that content on a medical practice website for everyone to benefit?

Many of us who are engaging on the healthcare social media scene currently are doing so for almost purely altruistic reasons. Our actions, or endeavors, are centrifugal in nature. Our efforts extend from the center, which is us, and are meant for a global audience thirsty for healthcare knowledge, to learn from our experience, and to have a better understanding of their healthcare related issue.  

Our healthcare system is a convoluted mess. Being sick is scary. There are millions upon millions of people across the globe who are suffering, who are sick, or who are in pain —  and they do not know which way to turn. Every day more and more of them are showing up online and seeking information. Unfortunately, the majority of the information that they are served has an underlying centripetal driver and is commercialized, biased, and nearly useless. These people deserve a level playing field. They deserve access to meaningful, actionable information that can help them learn more about their disease and the options for treatment available. They deserve to be served information from Google which has an underlying centrifugal driver and proves to be truly useful.

One day I’m going to wake up and look in the mirror and see a patient looking back at me. As a physician I am going to know, hopefully, exactly what my next steps are. As someone who actively participates in the healthcare and social media scene,  I have an overwhelming desire to help everyone navigate our convoluted healthcare system.  I have a desire to help you learn how to curate useful or meaningful information, learn how to use mobile health platforms, or patient driven online communities – – – all in an effort to improve your knowledge base,  ease some of your fears, and act as a guide through the whole process.  

In the end, centrifugal drivers, or efforts that extend from the center,  to educate everyone are far more beneficial.  

123RF Stock Photo

Learn more about Healthcare and Social Media : Centrifugal versus Centripetal Drivers at Howard J. Luks, MD.

 Your legacy as a Physician in the world of healthcare and social media…. 

At its heart, digital media is currently about people, it is about relationships, and it is about communication.   Establishing  a social media presence is about educating, engaging and growing your audience, improving outcomes, compliance and potentially the bottom line of your practice.

But…

You have spent decades not only educating yourself, but educating thousands upon thousands of patients, students, colleagues, and ancillary healthcare providers. The experiences that you have had have shaped your existence as a physician for decades. That experience that you possess is what guides you and your actions — and ultimately benefits your patients. You’ve learned how to incorporate knowledge into your clinical practice —- and based on your experience determine how best to treat the patient who lies before you.

You’ve done a wonderful job and now it’s time to move on – – – what will will your legacy be?

Wouldn’t it be a shame if the future sharing of your knowledge and experience ended when you took down your shingle?  

Wouldn’t it be absolutely phenomenal if hundreds of thousands of people and potential patients could benefit from your wealth of knowledge and experience for generations to come?

 Still think there is no place for social media in healthcare?

Learn more about Healthcare, Social Media, and Your Legacy … at Howard J. Luks, MD.

18 seconds… yes… 18 seconds. The average physician will interrupt a patient after they have been speaking for only 18 seconds.   

Epic fail… non-starter!  

Physician Patient Communication Should Consist of: 

Engage - listen – examine - listen again – explain – educate – solicit questions (listen again) and offer advice for further learning and means for further engagement (listen again).  

That’s it — you’ve read this in 18 seconds — think you can adequately express your thoughts and emotions in 18 seconds ???  

Learn more about 18 Seconds …. at Howard J. Luks, MD.

Online Reputation Management in Healthcare

The objectives of each healthcare professional who chooses to establish a presence in the healthcare social media space is going to vary. As such we will have colleagues who are interested in “Inbound” marketing objectives, “Outbound” marketing objectives, personal learning, educational outreach, reputation management, or simply for advertising their services.  In Part I of this series, we explored “Why you should seek to establish your digital media footprint”.   Part II focused on the offline preparation necessary to prepare for a healthcare social media presence.  Meredith Gould was kind enough to elaborate on the sociological perspective of your offline planning in Part IIb.  

I recently surveyed 180 physicians and healthcare professionals  and 25 wrote in that they were interested in reputation management.  Many people are discussing their diseases and their physicians online … it behooves the practicing physician to actively monitor their presence online and manage their online reputation long before a brewing firestorm has the potential to effect the bottom line of their practice.  

What are your Digital Media Needs?

Healthcare, Social Media, Information Velocity … and Your Online Reputation

The sheer velocity at which healthcare information travels online today means that establishing a digital presence is rapidly becoming a necessity for healthcare professionals, medical practices, and institutions.

 There are numerous reasons or value propositions for those who endeavor to establish an online healthcare digital presence – – – and each individual will determine their own reason why they feel they want their practice or institution to venture online.

At its heart, digital media is about people, it is about relationships, and it is about communications. A social media presence is about educating, engaging, and growing your audience, improving outcomes, compliance, and potentially improving the bottom line of your practice.

The Pew Internet Research Group, in 2011, showed that nearly 80% of Internet users, or 60% of all adults, have searched online for health information – – – or information about their healthcare providers. This brings to light one of the clearest or most valuable reasons why even the most hesitant physician or medical practice should consider developing a deep online digital presence – – – that reason is online reputation management (ORM). What used to be hidden and buried is now surfacing on social networks. This can be your enemy or your friend. Take advantage and publish and promote your digital brand online.

As the online world becomes more pervasive, reputations are increasingly built and managed online. Online reputation management is the process of monitoring, addressing, or mitigating search engine result pages or mentions on the various social media platforms. There are many online physician grading platforms. Examples of which include vitals, healthgrades, yelp, Angie’s list and RateMD.  Physicians are as visible as anyone on the Internet and that visibility is only going to increase.  What used to be hidden and buried is now surfacing on social networks. This can be your enemy or your friend.

Take advantage and publish and promote your digital brand online.

As a physician you spent years building your professional reputation. This was built through a combination of outcomes, willingness to collaborate, word-of-mouth based on people’s experience, perception, research, teaching, community involvement, and extracurricular activities. There is very little difference between how your reputation is built and managed today as how it was in years gone by – – – except that today the velocity at which information spreads has dramatically changed. A patient in your waiting room, when you are running an hour behind, who possesses a smart phone, can quickly post a scathing review about your practice – – – and if you do not monitor your mentions,  possess an online digital  strategy, that review will rate very high on Google, Bing or other search engine page results.

 Do you know what your patients are saying about you? You should!

Do you know what your recourse is?  Read on …

~ The very first steps to be taken in establishing a proper online reputation management strategy is off-line preparation. This involves setting up a Google alert utilizing search terms that identify your practice, your partners, as well as any other keywords you feel are important. You may be surprised at how often you will receive an alert that your name is now appearing in Google.

While identifying these instances is of significant importance, it is of more significant importance to understand how you can be effective at combating any negative reviews which may exist on page 1 of a Google search in your name. 

~ Create a homebase or foundation online.   Companies such as Symplur°  have seasoned consultants who are proven experts in the healthcare and social media space and have assisted many healthcare professionals initiate, grow and maintain their online presence.    

~ Start a website, a blog, a facebook page, or you can even use a physician profile page on a site like HealthTap, or Avvo.com.   Creating content is not nearly as onerous as it initially seems.   “The 41^st patient initiative” has helped many overcome that deep “ugh” you feel when asked for the content necessary to build out your website.     Links drive Google’s SEO juice… so share your links on Twitter or Facebook, and engage your followers.      

~ Having a presence on other well-known social media platforms will also go a long way towards driving down unwanted search results.   If you set up a professional profile on LinkedIn and Google + they will rank higher than a single poor review on the sites referenced previously.  

~ The advice mentioned here is for the average physician who had a bad day and wasn’t able to please 100% of the people 100% of the time.  If you find that a poor review is showing up online on a weekly basis you had better sit down with your group and perform a deep dive introspective review.  If your staff or a member of your group is routinely generating poor reviews, then you will need to deal with that internally prior to pursuing the aforementioned online initiatives.  

Considering a Digital Presence? Questions,Concerns— Let’s Talk!

~  As hard as it may seem… Dr. Ves Dimov’s advice is relevant. Embrace constructive online criticism. Consider it a 360-degree evaluation.

What Are Your Digital Media Needs?

_{º I am a consultant and Principal of Symplur} 

Learn more about Your Healthcare and Social Media Presence: Reputation Management at Howard J. Luks, MD.

Transcript…  

 Yes…I mention visual during the video… I apologize  

Hi I am Howard Luks, this is your Orthopedic Minute.  The title of this one is:

 Non-VERBAL Cues in Healthcare.

I had an interesting day today, I had a few medical students here and we had a fun day the office hours.

We saw many patients some of whom who were very happy, some of which were somewhat happy, some of whom were not happy.  Yet — what was interesting was I knew as soon as I entered the doorway. On many occasions before going further in the room, I stepped out and I asked the medical students what they thought the patient was going to say about how they were feeling, whether they were feeling better, worse or the same — or whether or not they were satisfied with their physical therapy or surgical intervention etc? And what kept coming up was that they (the students) really did not know.

And that brings up one of the key elements of being an experienced clinician and really being able to teach.  It’s not only the facts that we need to teach students, it’s how to practice medicine, and it’s how interact with (verbally or non-verbally) patients and how to care for patients.

If you simply walk into a room and you see someone and they are smiling and their color is good and they just have this presence about them then you know they are doing well before you even ask your first question.  Then there are those who are tense and tight.  And then there are those who are looking at the ceiling or the floor or not looking straight at you in the face.  They are obviously the ones who are a little concerned and may have some unanswered questions that remain unresolved — and those are the ones that you may need to pay a little extra attention to.

Again we had a great day in the office — I think our students learned a lot — and the message at the end of the day was you need to pay attention to non-VERBAL cues in healthcare.  It’s a skill that takes a long time to perfect yet it’s extremely useful.  Have a great day.

Learn more about Non Verbal Cues in Healthcare – Medical Education at Howard J. Luks, MD.

Meredith Gould is a Sociologist by training (Ph.D., NYU), educator by experience, published author (8 books and one always in the works) and working writer for the health and healthcare industries.  She provides communication strategy and editorial services to healthcare industry thought leaders. Meredith was also recently named one of the top eleven people to follow in healthcare social media. She is  committed to using social media to build community and generate action and is a fellow member of the External Advisory Board at the  Mayo Clinic Center for Social Media.  

With regards to planning a social media presence, I have asked Meredith to share her insights and guidance – from a sociological perspective.    Many of you who are currently in the planning stages of your social media presence and strateg may find this approach and advice very useful.  

 1.      Please tell us briefly about your background, how you became interested in helping the healthcare community establish communities, and how your presence on #mccsm and sociological background have come together to help you assist those communities from your unique perspective.  

Briefly? I’ll try! I earned my doctorate in Sociology from New York University when theoretical work was valued somewhat more than numbers-crunching.  So although I learned quantitative methodologies, I was trained to think critically about what might be going on before designing multivariate research. I was also trained in qualitative methodologies, such as participant and non-participant observation, content analysis, and the like.

My work focused in part on how communities emerge independent of and sometimes within formal organizations. I was also among the first to insist that making a distinction between sex (biological status) and gender (social identity) was important.  I left academia after a decade for career in state government and then in the private sector as a marketing communications executive.  Sociology continued to inform my perceptions and strategic recommendations.

Meanwhile, personal health adventures got me interested in the healthcare industry. By 2007, I’d shifted my professional focus to healthcare. I discovered healthcare social media (#hcsm) in 2008 when I got onto Twitter. Once on Twitter, I swiftly became fascinated by how many conversations, while lively and thoughtful, did not seem to evince any sociological smarts.

I’ve made it my mission to ask inherently sociological questions during chats I attend. I’ve played this role on #hcsm, but also within the #hpm (hospice palliative medicine) chat community. I occasionally show up (or lurk) on #RNChat, #MDChat, #socpharm, and other industry-related conversations, waving the flag for critical social science thinking whenever I feel compelled ─ to the delight or dismay of some moderators.

  2.     Can you elaborate on what someone interested in establishing a presence in social media needs to consider from a sociological perspective?

First and foremost, anyone interested in social media needs to view “social” in sociological rather than colloquial terms. Colloquially, “social” means “chitchat.” Sociologically, “social” means “group.” 

We sociologists know and hope to teach others that groups rather than individuals create meaning.  For example, The healthcare industry is the mess it is today because of collective, not individual actions. Those collective actions take place within a social context as well as a political economy ─ these fall within the domain of social science.

We also know and hope to teach others that the process by which individuals form a group and that group becomes a community is a social process.  Social scientists on Twitter are keen on social media because it allows us to observe, track, and analyze that social process in real (or near-real) time.  Social media allows us to see how healthcare communities are created, sustained, and changed over time; not a lot of time because social media speeds everything up.

Practically speaking, anyone wishing to establish a social media presence needs to understand from the get-go that a particular type of participation is essential.  Participation must be consistent, ongoing, collegial, and collaborative.  It must be part of or help generate community.

Physicians, for example, can and should bring individual gifts/specialties to bear upon any given healthcare conversation, keeping in mind that conversation involves dialogue. The most successful healthcare industry participants are those who generously offer insights, direct others to resources, and contribute more than they take.

 3.     You recently left a comment on this blog about how most people, especially those trained in the “hard” sciences have not learned the social science that must be understood to use social media wisely and well. Can you elaborate?

Those of us who work in the natural and social sciences share respect for the scientific method.  Things can get a bit tense once we get into conversations about what constitutes data, data collection, validity, and reliability. 

Plus I do think we can agree that medical educators tend to train students to pay more attention to clinical variables. Not always or not exclusively, of course.  There are several medical specialties where social variables are routinely factored in ─ geriatric medicine, family medicine, come to mind.  I’m always delighted by the sociological sensibility among members of the Collaborative Family Health Association, for example.

My comment had more to do with a way of thinking and viewing the world.  The world is a social artifact.  During my presentation at the Mayo Clinic Center for Social Media’s first Social Residency Program, I talked about how health and healthcare social media strategists must pay more attention to social context. 

More specifically, I underscored the importance of looking beyond audience or target market demographics to explore cultural nuances within and between groups. Doing so does not come easily to those trained in the natural sciences, which is why I encourage physicians and other medical practitioners to get and stay in conversation with social scientists like me!

Meredith Gould, Ph.D.

@meredithgould

http://about.me/meredithgould

Learn more about Planning A Social Media Presence in Healthcare: A Sociological Perspective at Howard J. Luks, MD.

In Part I we discussed why physicians and healthcare professionals should consider a social media presence.  The interest, both online and offline was fantastic — As I have alluded to in the past.  Physicians are no different than the billion or so who are already engaged online — but from a professional perspective they are simply more risk averse — and rightly so. They don’t want to expose themselves to malpractice risk and they certainly don’t want to waste money on a  healthcare – social media endeavor that was not properly prepared for — and did not bear fruit.   

A presence in healthcare and social media is a marathon — not a sprint.  

As with the preparation for any marathon — the training begins long before the event begins.   Planning for a digital media engagement is no different.   Your preparation for a healthcare social media presence must begin offline.

Social Media and Healthcare .. 

At its heart, digital media is about people, it is about relationships, and it is about communication.   A social media presence is about educating, engaging and growing your audience, improving outcomes, compliance and potentially the bottom line of your practice.

Planning your Healthcare Social Media Presence

First off… kudos to you and your organization… the more useful, truthful, open, transparent, meaningful and actionable healthcare content that exists online, the better off all our potential patients and the public at large will be!

For most physicians and healthcare professionals, a presence in social media will be part of an overall marketing strategy.  Do you have one?  Do you understand the difference between Inbound and Outbound marketing techniques  — and how it fits into your overall strategy?  If not, all the more reason to start at the beginning. In future posts we’ll also explore the intricacies of foundation setting, social media properties,  keywords, cornerstones, long tail versus short tail searches, inbound versus outbound marketing techniques and strategies, and search engine optimization (SEO).   

Are You Visible? Do You Want To Build Your Online Presence?.

Social media has never been so prevalent. Everywhere we turn, we see the constant reference to social media. So it’s little surprise that an understanding of social media is a must for every type of organization — especially in healthcare — and the key element to success is content.

As a physician, you possess an enormous wealth of knowledge and experience — Social media enables you to share that   knowledge base and experience across the spectrum of social media properties and simply educating those seeking information. But social media is no different than many traditional marketing and communications activities — and getting back to basics will help ensure your organization maximizes its healthcare social media presence.

The following 7 tips will help you in your initial offline strategic planning initiatives for your healthcare  social media presence.

• Besides yourself… who else in your office or practice is going to participate? Be ruthless when assessing your desire, your bandwidth and your skill sets.  This may seem like a great idea now… but if you are not passionate and committed to it … it will quickly become a chore —and your online endeavor will be an abject failure.  
•  Communications and fostering relationships and thus a following means you or someone on your staff MUST be available to interact with patients who respond to  blog posts, Twitter posts or Facebook posts.   Not preparing for the two way nature of digital communication in healthcare and social media is like forgetting to suture a wound closed at the end of surgery.  
• Set up guidelines, understand the rules of the road and where the speedtraps and potholes lie. 
• Who is your audience?  Are you interested in attracting patients from nearby, or do you feel that you want to contribute quality content to patients and consumers on a global scale?  
• What is your message?  Do you perform anterior approach hip replacements through a one inch incision?  Do you or your practice offer something unique that sets you apart from other practices in your area?   If not, don’t sweat it… most of us are in the same position — and social media works for us!  
• What are you going to use as your foundation, anchor or homebase?  Are you going to invest in a website or a blog?  If you do, it’s worth it to spend the money on a custom WordPress platform verus a templated site which will ultimately limit your ability to scale your site, and to rank on google and other search engines. 
• Content:  Are you a curator, or a producer?  It is not nearly as onerous as you think to create a website full of original, useful, actionable content.   My 41st patient initiative is very useful when your web designer informs you that they will require your content in a few months.     You can also set up a Google Reader list which you can visit every morning where google has delivered to you the content that your determined you are interested in.  The lists can be driven by keywords or RSS feeds of blogs/sites you find engaging.  

What are Your Digital Media Needs?

Learn more about Planning your Healthcare Social Media Presence … Your Digital Footprint: Part 2 at Howard J. Luks, MD.

Why doctors should establish a social media digital footprint in healthcare:

• Establishing a social media (digital) presence is rapidly becoming a necessity for healthcare professionals, medical practices, and institutions.  Many have recognized this fact… yet many more have not. 
• Doctors who recognize this need seek leadership, guidance, and best practice examples
• Truly useful tactical how-to’s and guidelines are lacking
• Human beings are innately social, health is social,  health care is NOT social —and needs to catch up — 
• Experienced physicians possess an enormous repository of knowledge and experience – why not share that with a wider audience?    

attribution: www.mydigitalfootprint.com

At its heart, digital media is about people, it is about relationships, and it is about communication.   Establishing a digital footprint, rooted as a social media presence is about educating, engaging and growing your audience, improving outcomes, compliance and potentially the bottom line of your practice.

Some simple undisputed facts about social media and technology. 

• 50% of the world’s population is under 30. 
• They do not communicate via e-mail or telephone. 
• Generation Y and generation Z consider e-mail passé. 
• The fastest growing segment on Facebook is women over 55 years of age.  
• SMS, direct messaging, micro-blogging and digital media is fast becoming the chosen communication standard.
• Drug/Medical related “Likes” on Facebook have skyrocketed. 

50% of the mobile Internet traffic in most countries is for Facebook. One on five patients flock to Facebook for healthcare information.  Imagine what this means for a bad patient experience?  The world has gone digital —social media is here to stay.  1 billion people simply cannot be wrong. 85% of people log onto their Facebook account every single day. 

Are your patients talking about you? And, most importantly, do you KNOW what they are saying?

When patients search online — on the platforms THEY chose — are they finding your content or information about your practice? 

Do you understand the Healthcare Digital Media Landscape? 

Do you understand the value propositions of establishing a social media digital footprint in the healthcare space?  

Simply put, social networking and digital technology enables individuals, physicians, hospitals, and patients to create online profiles and connect with one another.  Perhaps most relevant to the physicians and healthcare professionals are that the many of these patients are researching their providers and their respective institutions prior to their visit to your office —  they are checking your online reputation, and the message or image you portray. 

Physicians and Healthcare professional, in essence,  are building a brand to any consumer that may be interested.   

You can’t control the conversation but you can be a part of it.

Take a look at the Inforgraphic below…. This is taking place in a single minute — every minute — of most everyday within the digital world….  

Still think it’s a passing fad? Healthcare only lags the Oil Refinery Industry in terms of its social media presence and participation.  

Still think you do not need to establish some form of digital  presence on the healthcare social media stage? 

—Think again — 

Are You Visible? Do You Want To Build Your Online Presence?.

http://goo.gl/Bwz1d By: Shanghai Web Designers

Learn more about Your Healthcare Social Media Digital Footprint: Part 1 – Why? at Howard J. Luks, MD.

Most of you are quite familiar with the rather astounding facts regarding medical errors.   There are many reasons why medical errors occur in healthcare. There are errors in omission, there are errors because of poor communication, there is the ever present risk of human error and perhaps the ever increasing stress on physicians to see more and more patients in less and less time. There are patient specific variables too — forgetting medication lists, etc.

 Avoiding Medical Errors:

You do not want to be a statistic:  

I am not here to recount or rehash the numbers. My goal is simply to apprise you of some very simple steps that you can take to try and avoid being another sad statistic.

Evan Falchuk, author of the SeeFirstBlog wrote an editorial recently guiding patients on avoiding mis-diagnoses.  Misdiagnoses, or mis-information — once perpetuated through your medical record, or amongst your medical providers, can play a huge role in enabling a medical error to occur. Evan goes through a number of steps that you can take to minimize the risks of medical errors.

Your Role in Avoiding Medical Errors: 

 One of the most important steps you can take, is to be as accurate as possible in filling out that annoying paperwork when you first enter a physician’s office. We all know how annoying it is to have to fill out the same paperwork, each and every time we enter a physician’s office. Unfortunately, if you are not complete and accurate in completing the paperwork, your physician may not have a complete and accurate picture of a significant portion of your past medical history. A very accurate history, including your family history, and the current and accurate list of your medications and current medical issues can be of very significant importance in determining what your current health status or disease may be. As health information exchanges, and collaborative networks enable the sharing of information – – – that can work both to your benefit, as well as  amplify the risk of harm.   Bad information in… bad information out.  These systems will be highly dependent on the quality of the information initially entered.

Look at Your Medical Record;

Recent studies have shown that both physicians… and even patients were very receptive to this concept.  This will give you a chance to verify the accuracy of the notes generated from your previous encounter … and question any comments your doctor may have added to the record.  

One very important steps you to take is to ask to see your medical record, obtain copies of previous notes, and verify them for accuracy.

 Assuming that your healthcare provider is beginning with a complete and accurate set of information about you, it is now very important for you to assist that provider by giving them a complete and accurate history of the issue that has brought you into their office. A symptom, or provoking factor, which may not seem important to you, may make all the difference in arriving at the proper diagnosis – – – and thus treatment plan. As a follow through, when your physician or healthcare provider is discussing their thoughts on your diagnosis, and a possible treatment plan, it is extremely important that you feel comfortable in questioning either the diagnosis or the treatment plan and asking whether other options or possible diagnoses are possible – – – and what, if any further steps are necessary to further improve the accuracy of the diagnosis and whether any treatment is necessary.

Second Medical Opinions:  Not just for the physician you are seeing…   

Very few patients have a problem seeking a second opinion from another surgeon or specialist. I often encourage it. Do not be afraid that your physician will feel slighted or offended. They’ll get over it.   Putting another set of eyeballs on a difficult problem will frequently improve the accuracy of you diagnosis. Although many patients do in fact seek second or third opinions from a specialist, they rarely seek second opinions, if ever, on diagnostic studies. I’ve spoken about this on many occasions, here is but one example . Radiologists are no different than the physician whose office you are currently in. Many diagnostic facilities do not have specialists who read MRIs of one particular area or subspecialty within radiology. Many diagnostic facilities will have one radiologist read all studies. That is very much like an orthopedist who will operate on a spine, shoulder, knee, and a hand on the same day. That lack of sub specialization increases the likelihood of medical error. I will personally seek a second opinion on many patients’ MRI interpretations — If I do not agree with them. I strongly suggest, that you do the same. The very same holds true for pathology specimens. There are Pathologists who are highly sub specialized in certain areas and thus are far better qualified to determine  whether or not a tumor they’re looking at is malignant, benign, and what subtype of tumor it might be – – – which could make the world of difference when determining what treatments are available. This is an incredibly important yet tremendously underutilized second opinion mechanism. 

Second Opinions: Use your own voice and your own words …  

One significant consideration when seeking a second opinion, is that you do not want to be the source or the mechanism for perpetuating misinformation or misdiagnoses. When you seek a second opinion, you want to give that physician information that you feel is relevant and not necessarily information that you were given from the first opinion physician. Confirmation bias, or planting a seed in the ears of your second opinion physician’s mindset could simply lead to a perpetuation of a mis-diagnosis and result in a wasted opportunity for meaningful second opinion.

You MUST plan ahead for your physicians visit… 

Many of you when you arrive in our offices are nervous and this can have significant ramifications on the quality of the communication that we have. Even more importantly, once we have completed the history, as well as the physical exam, we enter into a discussion about what the possible diagnoses are — and of course what the possible treatment plans are.  If you have not understood the diagnosis nor some of the terms utilized when the treatment plan was discussed, then in all likelihood you are not remembering anything else the physician is saying to you.

• Bring a Friend: It is extremely important that you consider bringing someone else with you to the office to help you remember what transpired. 
• Write it Down: In addition, it is aptly imperative that you bring a notepad with you to record what you’re being told. 
• Keywords: Don’t be shy to ask the physician for a list of keywords or search terms so that you can go home and do your homework online to further improve your level of understanding of what was discussed. Lastly, not be afraid to ask a physician for a copy of a page that he or she may have written some diagrams or drawn out and algorithm, suggesting further treatment or diagnostic considerations.
• Ask if you physician, given the same diagnosis or treatment options would opt for the treatment they are recommending.  Recent studies and anecdotal reports might surprise you. 

 The data and research on medical errors is quite real. Many patients are being harmed, or meaningful treatment is being delayed — on a daily basis.  We all have a vested interest to change this. You can play a very significant role in minimizing the risk and to minimize your chance of being a medical statistic.

Learn more about Your Role in Avoiding Medical Errors 101… at Howard J. Luks, MD.

Technology is advancing at an extremely rapid pace.  It will effect how you find your doctor, communicate with your doctor, collect information about your disease … and it may impact how you and your physician interact.  

Your participation is greatly appreciated!  please share with all your friends !!  

Learn more about “Patient” Healthcare and Social Media Poll #hcsm : Please Share at Howard J. Luks, MD.

I am preparing for a talk and wanted to query my readers and beyond… There are only 5 questions… and i very much appreciate your assistance!

THANK YOU !!!

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Establishing a Social Media Presence in Healthcare

Background:

The world of healthcare is inherently siloed,  tethered,  fragmented and prone to poor communication and collaboration.  Today, healthcare workers solve their problems via traditional methods that are often costly, inefficient, nor timely.  Increasingly, more savvy healthcare workers are looking outside the system to digital media and communities for answers, but are challenged with uncertainty over concepts of usefulness, practicality, bandwidth issues, “ROI” and privacy concerns.

Establishing a digital presence is rapidly becoming a necessity for healthcare professionals, medical practices, and institutions.  Many have recognized this fact… yet many more have not. 

At its heart, digital media is about people, it is about relationships, and it is about communication^[1].  A social media presence is about educating, engaging and growing your audience, improving outcomes, compliance^[2] and potentially the bottom line of your practice.

Human beings are innately social, health is social, health care is not social – – – yet.

Physicians used to enjoy the ability to get to know their patients and the stories they had to tell.  The pressures brought on by fiscal, policy and political will has changed that.  We knew our patients, their families, the impact their issue was having on their quality of life as well as relevant important events in our patient’s lives.  There are those that believe that technology drives a wedge between the patient and the physician.  Alongside the other advantages noted, I strongly argue that the proper understanding and use of digital media can aid us in recovering that relationship we once enjoyed and cherished. 

According to a recent AMA study ^[3], which also cites a study by the Pew Internet Research Group, in 2011^[4], nearly 80% of  internet users, or 60% of all adults, have searched online for health information. These empowered or engaged patients are not just using the Internet to become more educated about their orthopedic issues, but they are actively seeking advice as well as support. Currently, the source of this “advice and content comes from a few engaging providers, a few engaging institutions, but most patients are exposed to a significant amount of commercialized nonsense driven by a profit motive. 

Simply put, social networking and digital technology enables individuals, physicians, hospitals, and patients to create online profiles and connect with one another.  Perhaps most relevant to the Orthopedic Surgeon is that the majority of these patients are researching their surgeon and their respective institutions prior to their visit to your office —  they are checking your online reputation, and the message or image you portray.  

Some simple undisputed facts about digital media and technology.  50% of the world’s population is under 30. They do not communicate via e-mail or telephone. Generation Y and generation Z consider e-mail passé. The fastest growing segment on Facebook is women over 55 years of age.  SMS, direct messaging, micro-blogging^[5] and digital media is fast becoming the chosen communication standard. 

Physicians may be early adopters of certain enabling technologies, such as the iPad — but they lag way behind when considering how to use technology to communicate and collaborate professionally. Most physicians have not adopted or shown an interest in engaging their patients anywhere except within the confines of their office. Only the Oil Refinery business lags healthcare in digital media adoption!  Despite the fact that email is giving way to more useful forms of communication, and despite the fact that 65% of patients have noted that they are willing to switch to a physician who is willing to engage them utilizing digital communications — most physicians have yet to adopt  the use of electronic communications with their patients.  They believe, sometimes in error that HIPAA prevents email communications with their patients. ^[6]

If Facebook were country, it would be the world’s third largest. Facebook’s traffic tops Google’s on a weekly basis in the United States. One in five couples meet online, one in five divorces are blamed on Facebook. What happens in Vegas, stays on Facebook, Twitter, Flickr – – – forever. Kindergarteners are learning on iPads. A new member joins LinkedIn every second.  The numbers are impressive and the adoption rates show no signs of slowing down

50% of the mobile Internet traffic in most countries is for Facebook. One on five patients flock to Facebook for healthcare information.^[7]  Imagine what this means for a bad patient experience. The world has gone digital, social media is here to stay. 1 billion people simply cannot be wrong. 85% of people log onto their Facebook account every single day.  Are they talking about you? And, most importantly, do you KNOW what they are saying?

Google is the number one search engine in the world; YouTube is nearly the second largest search engine in the world. If Wikipedia were made into a book, it would be 2 million pages long.

Do you still believe this is a passing fad?

Over 76% of consumers trust peer recommendations, either through social networks or more traditional means of communications. This compares to only 14% of consumers who have been shown to trust advertisements. In the past, word of mouth recommendations occurred offline at parties or dinners with friends.   Today’s hyper-connected world brought forth by digital communications has tremendously increased the magnitude, rapidity and reach of those who have something to say about you or your practice.   

A recent survey by the National Research Corporation^[8] found that 41% of patients look for medical content from social media sites, and 94% of those patients turn to Facebook. What percent of your patients are on Facebook? Are they reading your content? Do they know how to find your practice? Do you know what they’re saying about you? – – – Perhaps you should.

Digital or social media even impacts our off-line behavior. Researchers at MIT have discovered that having a deeply integrated social network can effect positive behavioral changes. Numerous other researchers have confirmed these findings.^[9]

Considering a Digital Presence? Questions,Concerns— Let’s Talk!

Ready to Dive In?

The question is really not do we DO social media?  The question is how WELL do we DO social media; what are our goals? What is our message? Who is our audience?  How do we reach them?  How do we establish our digital presence — and how does this change the way we communicate and engage our patients, potential patients, caregivers and colleagues?

The return of investment of a digital media presence, in my opinion, is quite simple. Your business will remain relevant in five years.  There have been few studies published on the impact of a social media presence on the satisfaction surveys of existing patients, and studies which show that a digital presence can account for upwards of 15-20% of new patients entering your practice.   My own data (available upon request) shows that I receive more than 10 new patients inquires a because of my online presence.  That is not necessarily driven by my presence on platforms such as Twitter or Facebook.  Most patients note on many of the surveys I conduct that they found the videos and content on my site to be engaging and “comforting” when they were considering who to see for their orthopedic related issues.

Ed Bennett, Director of Web Strategy at the University of Maryland Healthcare System and a fellow Advisory Board Member of the Mayo Clinic for Social Media has been tracking the presence of physicians and hospitals on social media platforms for many years^[10]. Over the last few years there has been a significant jump in the number of healthcare professionals appearing on digital media stage. Physicians are beginning to get the message. They are starting to understand the opportunities that a deep digital presence presents them with.  Early adopters have a significant first to market advantage, if your strategy is executed properly.  

Even though studies reveal that most physicians participate in social media in some form or another in a personal capacity. From a professional perspective there exist many reasons why physicians are hesitant to engage on the social media stage^[11].   Perhaps it is naïveté,  fear, the lack of practical, actionable, and relevant social or digital guidelines put forth by our professional organizations, and perhaps most important– – – is the misunderstanding that it is too time consuming and will not contribute to their practices’ bottom line revenue growth.   

In 2011 it is simply no longer advisable to simply have a static, template driven online “presence” or no presence at all.   In today’s fast-paced world of digital communications, you must be where your potential patients chose to be. You must be in a position for them to find you on the platforms that THEY have chosen to use.  Perhaps a marketer or perhaps your practice manager suggested that you establish a website and a digital presence. How’s that working out for you? Does your marketer or practice manager understand the ranking algorithms that Google uses? Did they engage you and understand what your goals were?  What your message is?  Who your audience is?   Were policies and guidelines put in place not only for physicians’ activity, but for staff members and even for patients, in terms of a comment policy?  Is someone actively monitoring your presence (reputation) online? Someone SHOULD be. Whether it is you, a member of your staff or an outside trusted consultant, you must know what is being said about you in the digital arena.       

If your activities are being driven by a marketing “professional”, do they understand that YouTube is the second largest search engine in the world and that short videos are favored by many, as opposed to reading long text content? Do they understand how information is shared in the digital world? Perhaps most important to you as a physician, is not only how to properly position your practice so that people can find you – – – but that one of the key underpinnings of your strategy is to understand the impact all of this could have on your practice’s reputation. You have seen thousands of patients. You have restored the quality of life of many. It took you years to develop your reputation.  In today’s fast-paced digital world that reputation can evaporate in a moment.   Having a deep online presence is literally the only means to manage your online reputation; the best defensive is a great offense; drive positive, accurate content to counteract the inevitable negative comments that will arise on sites such as HealthGrades, Vitals, and Yelp.   

Motivation

Each and every physician who chooses to establish a digital presence will do so for different reasons.  For the vast majority of you, your main goals will be to increase your patient load, improve your office efficiency and streamline your practice workflows^[12]. Some of you may choose to enter the digital world in stealth mode simply to monitor your online reputation.  Opportunities, for those who are interested, expand way beyond these limited, productive, and worthwhile goals. 

The most meaningful reason to establish a presence is that patients can find you and perhaps learn a bit more about your perspective, approach and rapport with your patient base.  Second would be your ability to replicate the content that you share with forty or more patients every day in your office.  Why not convert that to print form and benefit from the fact that that content is now available to anyone who wishes to read it? There is far too much commercialized nonsense bombarding our patients online.   We can go a long way to drowning out a lot of the worthless content that Google references for a typical orthopedic search.  Some of the other more meaningful reasons to be present in digital media include establishing a robust two way communications portal with your patients. Providing patients with the ability to connect to or engage with your practice. Other reasons to establish an online presence include providing your patients with meaningful content, sharing health-related information with your patients, managing your reputation, humanizing the healthcare encounter, sharing news about recent talks you may have given, mentioning community outreach programs that you are running, and certainly offering customer service initiatives that consumers have grown accustomed to.

Reputation Management

The solution to pollution is dilution! How many times did we hear that in residency?   It rings more true than ever in our digitally connected and online global society. 

Online reputation management is the process of monitoring, addressing, and mitigating what is said about you on a search engine. Comments from dissatisfied patients— posted to blogs, Facebook pages, or websites, such as HealthGrades.com can directly affect the public’s perception of the physician and your practice. It is simply no longer acceptable from a viability perspective, to ignore what is being said about you online. Reputations are being built, managed, and potentially lost or degraded at a very rapid pace, given today’s environment. And while many healthcare professionals and physicians fear that by engaging in social media platforms opens the floodgates for negativity and potential public relation nightmares, that thinking could not be farther from the truth; social media is the ONLY way to protect your online reputation and head off negativity BEFORE they become online PR nightmares.

As mentioned previously, peer to peer recommendations carry far more weight than any traditional media campaigns. You need to enable your patients to tell their stories, to share their experiences with others and thus provide you with the most valuable form of advertising available. The patient’s experience with you and your staff is a critical component of a practice building initiative in this day and age!

Our own internal reviews and patient surveys bear this out.  Physicians, who routinely rank poorly in our surveys, have many poor reviews on these sites.  These also tend to be some of the worst performing physicians from a private referral or RVU perspective.  It is therefore incumbent on everyone in the group to be onboard with a reputation management engagement. Every member of your staff needs to understand that their behavior can affect the entire group’s reputation.   

No matter how wonderful you are, you will never make each and every patient happy.  Although most comments on these ranking sites tend to be positive, there are a fair number of negative comments as well.  Don’t think that only dissatisfied patients with a grudge are going online to discuss you and your practice.  What recourse do you have, if any, if a patient posts a poor comment about you or your group online?

Reputation management is by far one of the most meaningful reasons why physicians should be online today. There are at least four major physician ranking organizations that are most likely topping a Google search of your name. What are your patients saying about you online, do you know?  You should!

The cornerstone of reputation management is simply the knowledge of what’s being said about you online. Google enables you to do this in a very simple manner. You simply set up a Google Alert   for your name, your partners’ names, your assistance names, as well as your practice name. Every day Google will let you know if something has been said about you online.

Now that you’re aware of what’s being said online. What are you able to do if in fact you find content is not particularly complimentary. Therein lies one of the most important reasons— even for the most skeptical of surgeons out there — to have a deep digital presence. That simple reason is that you will drown out or dilute content or comments that exist on many of these physician grading platforms when a patient performs a Google search of your name. 

Online reputation management is primarily driven by search engine results. If you do not have an online presence and your website does not produce or offer content, which ranks well utilizing Google’s algorithms, then your ability to drive down, or drown out any negative reviews is non-existent.

If you have an evolving, progressive, web 2.0 compliant website which enables sharing (which significantly boosts your search engine optimization),  then when you Google your name or your practice’s name you will find that any untoward comments have been pushed down off the first page of a Google search.  More than 40% of people do not go beyond the first page of a Google search. Nearly 85% or more do not go below the second page. If you “own” your online existence, and if you “own” your message, these negative comments will not go away. People will simply not find them.

Perceived Obstacles

The two most common obstacles or roadblocks to establishing a digital presence is simply the lack of understanding of how it can affect your practice…. and then once you have reached that point you are not sure how to do move forward. Winston Churchill once said ”People like to change, they dislike being changed”  Hopefully I’ve provided you with enough proof that a digital presence is necessary, or at the very least meaningful – – – yet how do you go about actually establishing a web 2.0 compliant presence in the world of social and digital media? Unfortunately there are very very few tactical or practical resources or guidelines available to physicians who wish to undertake this endeavor on their own.  Most “professionals” simply do not understand the  healthcare space, nor do they understand how to properly “interact” in the world of social health. 

Planning for a Social Media Engagement

Like anything other endeavor you’ve undertaken in developing your practice strategy, you’ve gone through a thorough planning, and due diligence phase. Before you dive in to the world of digital media it is extremely important to begin with a very clear outline and strategy in place. Proper preparation begins OFFLINE. You need to define your goals. Is your goal to attract new patients, manage your online reputation, or simply to expand your referral network? It’s simply not enough to have a presence in social media; somehow it needs to tie in with your overall marketing objectives. You need to be able to articulate clearly what you hope to achieve through a social media engagement. You need to consider your limited bandwidth and determine how much time you will be able to commit, and who else in your office can or will be participating. This can help in determining just how many digital media properties you can manage.  You need to carefully assess not only yourself, but your staff —and each other’s core competencies, roles and ability to contribute to your network.

Establishing a set of clearly articulated guidelines is a must[13].  While there are many guides out there to assist you in creating disclaimers, and guidelines, I would strongly recommend consulting a legal entity well versed in this area.   In addition, roles are divvied out to know who’s going to monitor the various platforms you have chosen to establish a presence on.  For patients or people who choose to engage, you need to establish a clear comment policy, which will include prominent disclaimers so that your patients or potential patients clearly understand what the rules of the game are in terms of engaging with your practice. Enabling two way communications will drive business to your practice, but should be considered a relatively advanced offering.  Concentrate on mastering your foundation.  When you choose who is going to help you set up your website, or profile, be sure that the developers clearly understand that this may be something you will choose to “open up” as your comfort level improves and your desire to engage develops. 

A frequently overlooked aspect of establishing your online presence is exactly how you wish to frame your message.   You need to define your message, develop your message, and know how to articulate your message — and most important, you need to stay on message.  Your message can simply be a list of your offerings, and the content you’ve supplied to bolster the public’s confidence in your ability to handle their orthopedic issue.  Many physicians have initiated blogs to keep other physicians, patients and potential patients aware of the impact of the onslaught of regulations and changes we are soon to face as the healthcare landscape “matures”.  You may have a particular interest in one or more complex orthopedic problems that other surgeons are reluctant to handle.  Patients need to know that.  They need to know first and foremost that you exist, and second that you are capable of dealing with their complex issue.   This can be a powerful driver to your website from a “long tail” search SEO perspective.  Many people who search online do so in a sentence structure.  “Is surgery necessary for my meniscus tear, ” is a good example of a long tail search; as opposed to simply searching “meniscus tear”, which is considered a short tail keyword search.  Competing in the short tail keyword search area is expensive and not productive for small practices.  In long tail search, there are not a lot of searches for those keywords–but when a search is initiated–you have a very good chance of that patient finding you!

Once you have decided to commit the time, money and resources to establishing a digital presence, you need to commit to staying on course, and cultivate and manage that presence.  This is not nearly as time consuming as you may believe.    One of the worst things that you could possibly do is to establish a presence on a platform that is meant for engagement or two-way communication, yet you fail to respond when someone reached out or commented on one of digital media properties. Your website, Facebook Page, Twitter account or blog do NOT need to be updated frequently.  You should not feel rushed or fearful that you need to produce content on a daily basis. However, your Google Alerts and comment sections DO need to be monitored DAILY for comments, posts and opportunities to further engage with the patients who are reaching out to you. Remember, Quality matters far more than quantity.

Practical Guidance

The very basic tenet of establishing a network or digital presence is to establish a foundation, a core or a home base?  Given the multitude of platforms and tools available today, your core presence can be a website, a blog, a Facebook Page, or a robust profile page on one of the many Q & A based sites appearing these days.^[14]   Sites such as Twitter and Facebook function by allowing us to share and interact with the rest of the world.  But to interact on Twitter or Facebook,  it is best to have a website with great content to link back to.   By having a robust website, or blog, you will have meaningful content to share.  Although, not absolutely necessary websites or blogs are the most productive and scalable alternatives when considering what your home base should be.    That said, it will only take you 15 minutes to build out a robust profile on a site such as www.Avvo.com, or www.OrganizedWisdom.com; you can try this for a few weeks or months and see whether or not you feel you are ready to scale your presence, and then proceed with the development of a website. 

After assisting countless physicians and organizations in establishing a digital presence I usually witness an awakening which typically occurs as the fact that the technologies, applications, and platforms that exist today limit your costs, and merge seamlessly — so  that your  time commitment can be kept to a minimum.  A personal commitment of an hour or two a week is usually all that’s necessary.  By engaging staff members, medical students, marketing interns, and other interested members of your staff — you will find it is not difficult to not only establish, but maintain and grow an active digital presence.

Ready for a healthcare social media presence?

In order to execute on your game plan, you first need to establish your core presence online. Ideally, the foundation or the backbone of your online presence is your website.   I strongly suggest you do not utilize a template driven (cheap) website with pre-populated content. Google does not like to see the same content on multiple different sites. Google actually penalizes you for duplicate content and your site simply will not rank with Google and other search engines. Populating your website with custom meaningful content is a lot easier than you currently believe. I utilize what I call your “41st patient”[15] initiative. There is no need to change your current workflow and your time commitment is minimal at best. If you look at your content needs from a very simple strategic perspective, 85% of your business is generated by only a few, limited number of conditions.   To utilize the 41^st Patient concept, I suggest implementing the following strategy;  at the end of the day after you have dictated your note on your 40th patient, you simply pick up your dictaphone, and you dictate a small blurb on a particular subject, say, Meniscal Tears. Your dictation on the first day is simply, ‘What is a Meniscus?”  Your dictation on your next office day is…  “What is a Meniscus Tear”, and so on.   Within 2 months you have all the content you need for a dynamic, custom, professional appearing website. These dictations are then sent to your website developer or perhaps a staff member who can then place them in the appropriate position on your website.

Perhaps you feel that you have a unique message that you want to get across to your patients?  Either adding a blog to your existing site, or simply using a blogging platform such as Blogger, Posterous or WordPress will suit your needs just fine.   You may find that a blog may fit quite well into your framework, depending on your desires. While I strongly recommend you utilize the WordPress platform, the other mentioned are equally as simple to set up. If you are not familiar with WordPress, it is a very user-friendly, vibrant, easy to customize platform that most web developers utilize today. Not only that, you need absolutely no programming knowledge to be able to edit existing text, add posts, videos, pictures, or testimonials — and perform a fair amount of search engine optimization on your own.   Search engine optimization (SEO) is a term used to describe how your content or pages will rank among other content pages discussing the same topics.  There are some very basic simple strategies that you can learn so that your website will be visible to people searching online, at least on a local scale from a geographic perspective.   Proper use of key words, understanding the difference between short and long tail searches and proper “tagging” is a skill set you can develop in a matter of days.  

Stepping Onto the Healthcare Social Media Stage:

You have spent the time, money and resources to build out your foundation. Now you possess the capability to place your content where your patients or potential patients “reside” — online.    You now need to determine which platforms you want to have a presence on, and you need to understand the differences between them. You may want to share your content on Facebook, Twitter, YouTube, and Flickr (photographs) which are by far the most common, and offer you the most bang for your efforts. Hopefully during the formative and execution phase of your digital media strategy, you may have established a Twitter account (a passive presence just for monitoring) and a Facebook Page as well.   There are many tools and programs available that can automatically share your content from your website or blog to your various social media properties,  on a regularly scheduled basis.  This eases you of the burden of having to manually publish your content to these social platforms and they are an enormously efficient way to grow your network. There are a number of social media aggregating platforms such as HootSuite.com, and Tweetdeck.com.  The benefit of these aggregating platforms is simply that you post one message and it will populate all of your social media properties…. in seconds.  

Once comfortable on Twitter or Facebook, you need to realize that all of your interactions with your patients do not need to be based on your original content.  There are very simple efficient ways to share current news or interesting articles as well with your network.  Let’s say you want to share an orthopedic related news article with your patients via Facebook or Twitter. With a Google Reader [16]account you can very easily define a set of search terms, and every morning Google delivers you a list of the articles that meet your search criterion.  Utilizing an aggregating platform such as Hootsuite or Tweetdeck, you can now share that information with your network of patients, or potential patients with a single click… done!   Now you have put that timely useful information in front of your patients where THEY reside in the digital world.

Before posting to twitter, Facebook, or YouTube I strongly suggest you spend just a little time understanding how these platforms work, how people utilize them to communicate or share, and that you keep in the back of your mind that you never want to share anything on these platforms that you would not want your worst enemy to see. Keep in mind; you NEVER want to share any personal health information of any patient specific information online.   Once you’ve developed a certain comfort level on these platforms,  and you also understand how people are utilizing them; then you can sit down with your staff – – – and broaden your outreach by opening up on the dialogue with these powerful social media properties.  Welcome on stage. 

Conclusion: 

The rapid dissemination of knowledge and pace of our digitally connected world extends to our patients.  Many are online–and most are looking for information about their physician!  You need to be in control of that message and you need to know what they are saying about you.  Social media is NOT a passing fad.  Healthcare is ripe for social media based interactions.  Social or Digital Media is here to stay and the number of new healthcare social media platforms coming online is increasing at a dramatic pace.  Even the government recognizes the importance of these new online tools and will be utilizing patient driven data to support its value based initiatives; the medical environment in which we practice is evolving rapidly over the next few years and we have to be prepared.  Early adopters gain a significant advantage over their competitors (even Google ranks older content higher), but this should not be an endeavor that you rush into without proper preparation and planning.   The time is now to consider how a digital presence can assist you in assuring your practices viability and relevance as the healthcare landscape matures and adapts to the changes that digital media offers. 

Please feel free to reach to me with any questions or if you need assistance. 

Howard Luks MD

914-789-2735

howard@howardluksmd.com

Learn more about How to Prepare For and Execute An Online Presence In Healthcare at Howard J. Luks, MD.

• healthcare system, 
• the patient, 
• the physician as a solo practitioner
• the device industry,
•  and healthcare institutions.

Clearly the number one value proposition chosen by most health care professionals for entering into the digital arena is to improve upon their ability to drive patients to their office, institution, promote a service line,  or to increase the use of their products.

Social Media and the Healthcare Marketing Industry

Outbound Marketing for Healthcare: 

Similar to its effects on many industries, social media has turned the healthcare marketing world upside down. Traditional healthcare marketing was and remains outbound in nature. That simply means that you are  pushing products or services on your customers or potential patients utilizing various one way,  unidirectional — and typically expensive channels. Typical examples of outbound marketing initiatives include:

• television
•  print
•  radio advertising
• direct mail initiatives 
• blast e-mail campaigns 

Inbound Marketing for Healthcare:

Over the last two years, and especially over the last number of months there’s been a tremendous focus on the value proposition of an inbound healthcare marketing strategy. Outbound  healthcare marketing efforts are on the decline. This is simply because people are now in control of the healthcare information they receive, and where they choose to receive it. In the outbound marketing world all the control was with the company.  This is no longer the case.  80% of consumers trust the recommendation of a friend or colleague.  16% or so trust the information contained within and advertisement.   Where are these healthcare consumers exchanging information about physicians, hospitals, diseases, products and other information they find useful — On Facebook, Twitter, and other internet/ social media platforms.   

To understand the nature of inbound marketing is to understand the evolution of social media and the effect this has had on where people choose to curate their content or information from. Inbound healthcare marketing initiatives focus on placing information about you, your practice, your product, or your hospital in front of your perspective audience where they reside online and on the platform that they choose to utilize.

Some of the most effective inbound healthcare marketing techniques include content marketing as well as social media participation. This includes

• blogs 
• video blogs
•  podcasts 
• And a “foundation”  —or dynamic web 2.0 compliant website.

 Once you have produced useful, actionable, meaningful educational health related content, you then need to combine this with a strong presence in social media. These efforts can dramatically increase the visibility of the healthcare content you have generated. The essence of inbound marketing is to allow your audience to share and spread your content through their own networks, whether it be on Twitter, Facebook or aggregators such as Digg, and Reddit. 

ROI of your Outbound vs Inbound Healthcare Initiatives

Outbound healthcare marketing initiatives are quite labor-intensive, require the assistance of expensive marketing professionals, media professionals —  and have a lower return on investment when compared to many successful inbound healthcare marketing initiatives. The cost of establishing a blog, generating meaningful content and utilizing an aggregating platform to share that content is far less expensive and time-consuming than developing a television, print ad campaign or direct mail campaign.   In addition, 80% or more of your customers or patients are online and searching for information about you. Outbound healthcare marketing initiatives, do nothing to improve your search engine optimization, nor do they assist you in online reputation management.

Inbound techniques offer you the ability to improve your:

• outreach
• ability to educate
• promote your service line
• promote your healthcare practice
• collaborate and engage
• google ranking
• reputation management 

and offer a lingering “residuals” effect —  long after the original content is published.  

Healthcare marketing channels have changed on a fundamental level.  Social media has revolutionized how we  interact not only with each other, but with many of the products and services that we may wish to utilize. We are moving away from marketing channels which focus on pounding information into people’s heads. The focus is now on inbound techniques, which primarily focus on adding value by providing meaningful information, and engaging your potential customers or patients in a far more meaningful, engaging and social manner.

Once again, as I’ve said many times over,  from a healthcare perspective — I feel that physicians have an obligation to produce  meaningful, educational healthcare content for patients to identify and utilize when researching online. This aids them in drowning out much of the commercialized nonsense that a typical google search produces.   That being said, most healthcare professionals who choose to establish a presence online will do so purely for marketing purposes.

The world has changed. Communication standards have changed. Does your healthcare marketing professional understand this? Do they understand the difference between inbound and outbound healthcare marketing initiatives, and how to promote your image, brand and service lines with a properly planned, and executed social media strategy? 

This is yet another reason why physicians, hospitals, device manufacturers, as well as the pharmaceutical industry need to place a social media agenda very high up in the ranks of importance when discussing their overall strategic and marketing initiatives.

Over 76% of consumers trust peer recommendations, either through social networks or more traditional means of communications. This compares to only 14% of consumers who have been shown to trust advertisements. In the past, word of mouth recommendations occurred offline at parties or dinners with friends.   Today’s hyper-connected world brought forth by digital communications has tremendously increased the magnitude, rapidity and reach of those who have something to say about you or your practice.   

In 2011 it is simply no longer advisable to simply have a static, template driven online “presence” or no presence at all.   In today’s fast-paced world of digital communications, you must be where your potential patients chose to be. You must be in a position for them to find you on the platforms that THEY have chosen to use. 

Possessing a firm understanding of the potential of a deep Inbound Healthcare Marketing strategy, combined with a deep digital healthcare presence is of paramount importance… especially  to healthcare providers who are being squeezed on all sides.   

Learn more about Social Media and Healthcare: Inbound vs. Outbound Marketing at Howard J. Luks, MD.

I know you’re out there! I know many of you are ready to engage…. 

We’re going to build out this section with the tools necessary to give you tactical, meaningful, practical and actionable guidance that you can put to work immediately…  

First we’re building the Why….   with occassional posts related to How?   

I’ll get there… I’m only one person !!!

#thcsm : Tactical Guidance for Healthcare pros !

 Great video from Mike Cadgoan  — who blogs at Life In The Fast Lane…  

Follow the video with a view of this post from Ves Dimov, MD… 

Learn more about Healthcare and Social Media: Ready to Join the Conversation? at Howard J. Luks, MD.

For physicians or healthcare providers thinking of establishing a digital presence, but have no idea where you will find the time to engage and develop content… RELAX!

Here is a very simple strategy. You do not need to change your workflow… at all.  No fear, no cumbersome tasks… just the production of meaningful personalized content.

Done.

Simple

#thcsm

Video Transcript: 

Good morning, I’m Howard Luks, this is going to be one of our first posts in tactical or practical guidance in digital media and in helping to establish your digital presence. I work with a number of physician groups, or large physician organizations, as well as, leaders in the industry and I’m helping them establish a digital footprint. We’re going to focus particularly about physicians and health care providers – and content creation.    

When I hear from them, once they have engaged and decide to have a website and they receive base camp or instruction sheet on the content that is necessary, what I immediately see in their eyes is fear, fright, ‘oh my God how many have come up with this content.’  This can be a HUGE stumbling block to creating a meaningful website full of quality content….. but it’s not —- really!

 A simple strategy:  Think of it as your 21^st or 41^st, or 51^st patient?  Our workflow is simple.  We dictate. We dictate every single note about every single patient at the end of each and every visit. We say a lot of the same things each and every day. That is content. That is important, meaningful, content that patients will find useful. So my advice is quite simple. Don’t look at the entire list of content that your website provider or developer is asking for. Let’s break it down, one topic at a time.

Let’s take orthopedics for example; I can get a typical sports medicine doctor up on the internet with a deep digital presence in two months with all the content that he/she will find necessary for quite a while. The Sports medicine world can be broken down very simply into a number of specific injuries. So, your 41^st patient dictation on the first day is going to be — What is a meniscus?  How long will that take you?   Day two will be: What is a meniscus tear? And so on.  You’re going to sit down at your desk in the end of the day after completing your office notes, you’re going to pick up your Dictaphone and you’re going to dictate what it a meniscus tear. Maybe two or three days later your 41^st patient is going to be… ‘why does a meniscus tear hurt?’ Your 41^st patient on the 3^rd day, a few days later is going to be… ‘what are your options in the treatment of a meniscus tear?’ You’ve had this discussion all day long. Each section will take you 2-4 minutes… maximum.  

This is going to roll off your tongue into your Dictaphone. It’s going to be transcribed. You’re going to send it to me, or your website developer. . Then we’re going to be able tag it, and turn it into an SEO machine and in turn you now possess meaningful content on your webpage. Boom! You have a topic done. It’s simple. It took you two minutes to dictate this. It will take a day to transcribe it and another day for it to be up on your website. Guess what? In a month and a half or two months, you have a website full of content. Simple,  practical, tactical digital guidance. Have a good day.

Learn more about Your 41st Patient: Practical (Tactical) Guidance to Develop Website Content…. at Howard J. Luks, MD.

Great!  What? Where? How? When? Who to engage? Best practices? Risks?  These are all the variables you need to consider.  

There are many healthcare providers and institutions or start up platforms who are beginning to engage on the healthcare social media scene. Many more are lurking in the #hcsm chats … and hopefully they are learning why — from a patients perspective, physicians’ perspective, industry perspective and and institutional perspective — exactly why it is so very important that we have this conversation and continue to engage interested observers or participants….

HOWEVER…

Once the decision is made to engage… these same people will require real world, best practice examples on how to proceed, who to follow,  who to learn from(and perhaps, who to hire)… BEWARE of self proclaimed social media *experts*!!  

It is my hope that a new twitter hashtag …   #thcsm , where the T=tactical will enable those of us with experience in the space to assist  those looking to initiate the process.   Feel free to reach out hjluks (at) gmail (dot) com

Thoughts?

Learn more about Health Care and Social Media… The Need For TACTICAL Guidance at Howard J. Luks, MD.

This article from the NY Times , is very timely, and focuses on a very important conversation we need to have.

I’ve written many times on this topic before… and usually begin with … “One day a physician will look in the mirror and see a patient looking back at them”. This article brings that theory into reality.  That physician is going to know who to call, how to get an appointment tomorrow, which specialist to enlist on their team…. and they will know where to dive deep into the scientific circles focusing on the disease they are dealing with.  Will their patients’ have those same opportunities… no!  

Now, the article does not reference or mention the concept of improving our health care system so that a patient has the same degree of access to professionals or content that this physician-patient has, but it gets to an equally important point ~perhaps…

When faced with a certain diagnosis, the treatment of which the physician/patient is fluent in – – –will that physician choose the same treatment that he or she recommends to patients on a daily basis? This is an extremely important consideration. If some physicians are not willing to undergo the same treatments that they recommend day in and day out, then why are they recommending them to patients?

To a large extent, it all comes down to communications, and an appropriate discussion about the choices available, the risks associated with those choices, and an in-depth, transparent, and meaningful — informed decision-making process. Values, stories, content, evidence, transparency, validity, access and communication are all appropriate descriptors of a meaningful encounter when a medical professional is disucssing treatment options or opportunities with a patient.  

If the physician engages in an open dialogue, they may actually learn a thing or two…. and learn to be conversant about the patient communitieis that exist —and the enormous value they bring to these very same decision making moments.  Those very same communities may save a physicians own life one day!  I know they will assist me. 

Learn more about One Day I Will See A Patient in The Mirror Looking Back At ME! at Howard J. Luks, MD.

Video Transcript… Lightly edited: 

 Healthcare and Social Media: The Orthopedic Minute

Good morning, I am Howard Luks.  News Flash:  Healthcare Technology is advancing at an incredibly rapid space…  imagine that !

 As a physician it’s hard not to notice.  Not only in terms of devices and manufacturing, but in terms of the cloud, the computer, social media, our ability to communicate—  these are all enabling healthcare technologies that could enable or allow us to diagnose and potentially its treat.

 Where can this go wrong or where has it gone wrong.  As I have heard quoted recently by a physician on the West Coast giving a talk on TED.  “I guarantee you that if a patient enters my institution today with an amputation on a limb, many physician wouldn’t believe it unless a CAT Scan or an MRI was obtained to confirm it”.

  I am not sure that was a joke, I am not sure that that’s the way that healthcare isn’t being practiced quite widely across our country.

 The art of the physical examination, the art of the interaction between a patient and a physician is being lost. Is it because of technology? Perhaps,  a little.  Is it because of other issues — such as time constraints, decrease in reimbursements, heightened risk aversion due to fear and malpractice — yes.  I think all of those variables enter into the equation.  However, we as physicians must recognize the changes that are taking place and we must realize what our role or position is — and we must learn how to incorporate  that technology — to benefit you the patient as well as us,  the physicians.  Technology cannot supplant or replace that relationship that exist between a patient and a physician.  That relationship that is based upon us listening to you, us trying to work with you to get more information from you about the reason why you are in your office.  We then need to actually perform a physical examination, they don’t make an iPhone app to that — and if they do— its not going to do the same job as the two hands that I was born with. 

 Taking into account patient’s history, their physical examination, their complaints and then their x-ray or MRI findings creates a story.  Then you delve deeply into what type of effects the issues are having on your quality of life.  And then you complete the story by determining the personality of that injury or how that issue in particular issue is effecting you — and then we review the personalized choices and discuss what you believe you want to do about it.

So healthcare technology has a role, I think that role is limited, I think that role is over utilized and over prescribed.  Right now I think we need to head back to the basics.  The art of a physical examination and a physician-patient encounter — and in the end we will all be better because of it, have a great day.

Thanks to www.transcriptionsservice.com for their assistance.

Learn more about Back to Basics… The (lost) Art of The Patient-Physician Interaction at Howard J. Luks, MD.

Tell Me Your Story… “Let Patients Heal Healthcare” @epatientDave

 Your story, the issues you face and how they affect you and your loved ones matter ! It is of paramount importance that your personal insights, values and the effect the issue at hand is having on your quality of life is critical to delivering personalized, appropriate, efficient, and possibly evidence-based medical advice or surgical decision making.  This message is sub-speciality agnostic — it is not purely to assist you in your Orthopedic needs.   It pertains to all interactions you have across the healthcare spectrum.  

And…

If you find your provider is not willing to listen… simple… move on!  You can find many of us who do care.  

 Video Transcript: Lightly edited

Good morning I am Dr. Howard Luks, this is your Orthopedic Minute.  Tell us your (healthcare) story. I am willing to listen, I want to know why, because your story matters how your issue, your injury, your diseases effects you and effects those around you — and effects your quality of life.  It matters enormously in determining what treatment regimens may assist you and could put you in a different treatment algorithm. We will choose to initiate a plan specifically gearing the treatment towards you and your needs.  It will take into account your quality of your life.  The (healthcare) decision will take into account how your injury or disease effects your ability to go to work, to play with your children, to play with your grandchildren etcetera.  There are so many variables involved.  But to make that informed decision I need to hear your story. I need to know your story and I need to assist you by engaging in a shared decision making process.

Healthcare as a whole needs to do that but at least I can start with my little piece of the world — and by doing that — hopefully the concept spreads as many of the people who I met at the Mayo Clinic for their recent Healthcare and Social Media course had stated this past week herein Rochester, MN.  Especially the conclusion of @e-patientDave — let patients heal healthcare.  By telling your stories, incorporating your quality of life, your decision-making variables etc,— we can all go a very long way to making this a better healthcare system and making each interaction that you have with a physician far better more effective and more efficient one.  Have a great day.

Learn more about Tell Us YOUR Story – Patient Centered Care at Howard J. Luks, MD.

Establishing your digital presence as a physician… where to begin? 

I am very happy to receive a lot of requests from physicians to assist them in establishing a digital presence.  This is a huge step — in the right direction.  Where do you start? How? 

Your social media strategy as a healthcare professional needs to begin with an anchor, a foundation or a home base.  That can be a blog, or a deeply integrated website… it doesn’t matter.   You need to define and control the message and manage your tiny piece of cloud based real estate as you would manage your office ( I hope:-))  Then utilize your outposts… FB, Twitter, etc.. to share your knowledge and content with others…. Sound good? 

feel free to reach out– as many have… I more than willing to assist you! 

Video Transcript: Lightly edited

HealthCare and Social Media : Orthopedic Minute:

 My name is Howard Luks and this is your Orthopedic Minute. 

 I have been at a bunch wonderful folks at a number of conferences recently.  I have met a number of healthcare executives, various device manufacturer executives, and I have met with a lot of physicians.  I have actually been quite pleased because I have been recognized by a number of those physicians and executives simply because of my social media presence. 

 How do I venture into the HealthCare-Social Media World ???

 I’m interested… I get it… The question that keeps you arising is what do I do, how long does it take, and how do I do it— I am interested in getting into “social media” or — “I am not quite sure how to do it.”  My answer is usually you have to begin with a home base, a foundation, if you will… and that could either be a blog or well-outfitted Healthcare 2.0 *compliant* website.

 Either way you need to be able to produce actionable, meaningful, evidence based (perhaps) content — and then you need to use your *outposts* in social media such as Facebook, Twitter and YouTube to link back to the articles and the content that you are producing.  This has been the message that I have put forth this week and this was obviously for a very limited audience.  But I hope you find it useful. As usual,  feel free to reach out to me anytime you are in need of a hand.  or a little bit of assistance.  I would love to help you take care, bye. 

Hjluks (at) gmail

Learn more about A Health Care Professional’s Social Media Strategy…. The Basics at Howard J. Luks, MD.

Video Transcript… 

Healthcare and Social Media: The Orthopedic Minute:

 Good morning I am Howard Luks this is your Orthopedic Minute.  (Being a physician).. this is not just a job.  What do I mean by that?  That’s how I approach my day and I will look forward to getting up and getting to the office and seeing patients or going to the operating room and seeing patients.  I particularly enjoy seeing patients back in follow up,  who I have treated previously. Why?  Because I see them myself, I do not rely on office extenders, physicians’ assistant, or nurse practitioners etcetera.  I am not saying they don’t have a critical role in the healthcare process, they absolutely do.  What I am saying is that the pleasure that I derive from practicing medicine is helping you.  I frequently have people come in and say thank you and they are offering gifts, etc.

 That is wonderful and I really appreciate it.  However, watching you walk into the room when six months prior (to your knee replacement) you required the aid of a cane or a walker — and I see a smile on your face and I know that your quality of life has been improved, you have made my day. 

 That is the reason why I am a physician. That is the reason why I practice medicine and that is the reason why I come to work everyday.  I couldn’t imagine doing it any other way.  I hope we have a great day bye.

Learn more about It’s Not Just a Job…. at Howard J. Luks, MD.

Video Transcript: Lightly edited

Healthcare and Social Media: The Orthopedic Minute:

 Good morning I am Howard Luks and this is your Orthopedic Minute.

Osteoarthritis and a Recent Injury:

 There are many causes of osteoarthritis.  Osteoarthritis is the loss of cartilage or cushioning within your joints.  One of the major causes of osteoarthritis is trauma.  It could be from a fall, from a car accident or from simply hitting your knee very hard against an object.  What happens is the cartilage suffers an injury,  but because it has such a slow metabolism it can take years or even a decade for effects of the injury to *show itself*. 

Researchers at MIT have found that if we intervene within the first twenty four to forty eight hours with a *simple* steroid injection we may prevent the injury from resulting in damage to that cartilage and thus prevent the onset of post traumatic osteoarthritis — and thus a life long issue with pain and disability that usually accompanies arthritis. 

 Interesting study I am going to reference it above, take care, have a great day.

Perhaps the new strategy for treatment of a recent knee injury is RICES … Rest, Ice, Compression, Elevation and Steroid?  Hmmmm

Learn more about Osteoarthritis: A Common Cause ~ and Possible Prevention at Howard J. Luks, MD.

Many of these degenerative tears or issues can be safely observed with out worry about further degeneration or suffering.  Unfortunately, many people are told they need surgery simply because “a tear”  was found on an MRI.  If your complaints are not put in proper context following an appropriate physical examination –then you may not need surgery — most don’t.  Most degenerative issues present themselves as a *quality of life* issue.  That simply means that if you have pain, that pain is severe, and it is limiting your quality of life —and your pain fails to improve with non-surgical treatment — then you might want to consider surgery, if your surgeon feels that your goals and expectations are realistic given the findings on the study.  

Make sense?

Take home message :   Not all abnormal MRI findings are truly abnormal… most are a consequence of aging or our lifestyle. Not all findings on MRIs require treatment. Keep this in mind when discussing your options with your surgeon.

Learn more about As We Mature (age), Things Change… at Howard J. Luks, MD.

The Orthopedic Minute:

 Shiny New Objects: Not Always in Your Best Interest

Every shiny new object that appears on the healthcare scene may not actually be in your best interest. The Institute of Medicine recently asked the FDA to look into their fast track (510(k)) approval process because of issues found years after certain devices had been implanted in thousands of patients.

The Institute of Medicine’s much-anticipated independent review of the FDA’s 510(k) clearance program for medical devices recommended that the entire program be scrapped in favor of a new protocol to ensure the devices are safe and effective.

 The FDA, it appears,  wasn’t impressed with what the IOM said… so the fast track approval process remains in place, for now.

What does that mean for you?  It means that patients, and doctors can’t really be sure that the latest technological advancements or offerings are going to be in their best interest.  Many are skeptical that the FDA is acting in the public’s best interest.   Medications recently taken off the shelves in many countries around the world, remain on the shelves in the US because the FDA doesn’t feel it poses a significant risk.  Many patients with metal on metal hip replacements— as opposed to the gold standard metal on plastic — now have to undergo testing as recommended by the FDA to see if the metal ions floating around patient’s bodies are an issue.  

Those of you considering surgery that may utilize the latest in joint replacement technologies would be well served by doing your research and asking your doctor about whether or not you want to be an early adopter or stick with the gold standards that have served patients very well for many decades.    

Learn more about Healthcare Technology … The Latest is NOT Always the Greatest at Howard J. Luks, MD.

Have you been told you should have, or at least that you should consider having Orthopedic Surgery?

 Do you know why?  —   It’s a simple question that many people can not answer after meeting with their surgeon.  They understand they have a “tear” or whatever, but they do not know that many *tears* have non-surgical treatment options.  So, why is the surgery being considered?  Were your values accounted for? Your quality of life issues? Your lifestyle?  Each injury or orthopedic problem may behave differently in different individuals.  Some may chose to have surgery and some may not

As a specialty that usually treats pain, we deal with seeking to improve your quality of life.  Not all “abnormalities” seen on an MRI require surgical intervention.  If you have exhausted appropriate non-operative alternatives and you believe that your quality of life is suffering, then perhaps surgery is indicated.   Not sure ??? See below.  

Learn more about Are You Considering Having Orthopedic Surgery? at Howard J. Luks, MD.

Healthcare and Social Media

The Art of Communication

Healthcare Literacy

Do your patients speak “Doctor”?  If not, perhaps you shouldn’t either.

Healthcare literacy is a tremendous issue physicians face when communicating with their patients. We certainly do not do our part to address nor diminish this problem when we speak in terms that only we can understand.

Patient Goals and Expectations

I recently accompanied a family member to a physician’s office. I was privy to this conversation and have approval to share it with you. When the patient in question asked the physician what the plan was,  the physician stated that” due to the presence of spinal stenosis and concomitant lateral recess stenosis we plan on decompressing the disk-ridge complex  as well as the posterior elements which should ease your pain”".

Really?

We can do a lot better, we have to. 

Learn more about Do Your Patients Speak “Doctor”? at Howard J. Luks, MD.

Therefore, the concept put forth by Nicholas Carr that Google is “Making us Stupid” , may have some basis in reality, in part due to the technologies available to us… but is this a problem of  volume, or our ability to isolate, drill down and find the content we are looking for.  The platforms that exist enhance our ability to create and share … and thus push an enormous volume of content our way everyday.  Is this necessarily an argument  of  volume and search or it is a problem due to the lack of enabling technology to filter the streams of information available?     

Shirky does not believe this is an information volume issue… or at least that’s how I interpreted this … and he puts forth the argument that we do not have a problem with Information Overload — and resulting Analysis Paralysis….  Clay believes this is a problem of Filtering.  His keynote… thanks to BlipTV is worthy of your time.  

It is not difficult for many of us who “search” for information on Google’s servers to identify with the issues that Shirky is referencing.   Sure, perseverance eventually prevails (and I usually use my twitter *friends* to help) … but I strongly agree with his contention that we need better filtering tools.    I imagine (take that for what it’s worth)  there is a multi-billion dollar industry — with a very clear and unambiguous model —that  will be founded in the area of making it easy to FIND the content we are looking for, in a narrowed down, accurate , faster and simpler UI than exists online today.   

Learn more about Filtering versus Overload : Information and Content in The Digital Age at Howard J. Luks, MD.

Friends love to share with friends…. 

Once strangers, my twitter *friends* and I share many meaningful learning experiences.  We learn about each other, and we learn by reading and digesting the content generated by — or curated by those we respect most.  

Enter the physicians office…. the old magazines … the *best* doctor photos on the wall, and the staff set behind a glass window.  Following a long wait, you have your 5-7 minutes with your chosen physician.   Will they engage in a caring meaningful manner … or rush through, head down in the computer to be sure they can code a level 4 visit?  Will they cater their responses to your specific values and needs? Do they understand your values, needs, job, family obligations, etc…?  Perhaps they do, but perhaps they don’t.  Either way, they should — because it matters.

Every now and then I am reminded why I enjoy sharing and learning with my online *friends*…. it’s another one of those light bulb moments… when I witness a physician going out of his/her way to make sure that their patients are treated as people, not a disease —- and in a manner that respects that person and their social needs.  

Enter Dr. Steve Eisenberg. An Oncologist from California who utilizes his talents to let his patients forget for a few precious moments that they are potentially being treated for a lethal diagnosis.  

Steve was recognized on the Today show, ummm — today.… well worth a look…. and  special enough to deserve recognition.  

What will you do to change healthcare tomorrow?  

Learn more about Humans are Innately Social, Health is Social –Healthcare is Not Social — Yet. at Howard J. Luks, MD.