For any healthcare system, physicians are the face of the brand. When patients seek for care, sooner or later they’re going to spend some time on provider pages, social media sites, and rating/review sources to evaluate whether a physician is the right match for them. Effective healthcare systems invest time and effort into making provider pages shine with accurate location data and deep content – as well they should. But a recent study from Dartmouth-Hitchcock Medical Center suggests that healthcare systems might want to take a closer look at how their physicians represent their brands on social media.
The study examined the Facebook profiles of 201 urologists in who had graduated from U.S. residency programs in 2015. The study found that 40 percent of those profiles contained unprofessional or potentially objectionable content ranging from images of public intoxication to the sharing of confidential patient information.
My take: healthcare systems need to think about their reputations across the entire digital world in the era of omnichannel discovery and care. No one can afford to think, “But my patients could care less about their doctors’ Facebook pages.” In fact, the healthcare experience has gone omnichannel, as we discuss in our recently published Healthcare Guide to Omnichannel Discovery.
Patients rely on a broad range of sources to find, evaluate, and share their healthcare experiences, including social media. To manage their brands, healthcare systems need to manage the content that their physicians share – everywhere. But it’s not always easy for healthcare systems to manage all the data and content that form a patient’s first impressions of their physicians. SIM Partners can help you assess the quality of all your content and data – including how your physicians represent your brand. Contact us.