Five Reasons Why Physicians Need to Use Social Media

Posted by: Jamie Rauscher on HealthWorks Collective

EXCLUSIVE POST — Physician participation in social media is a health care imperative according to Dr. Kevin Pho, a practicing internist and the founder of KevinMD.com, a leading online health portal; however, many physicians remain skeptical about the value of social media. At an Ethics Forum hosted by the Massachusetts Medical Society on December 2, 2011, Pho suggested several reasons why physicians need to embrace new ways to communicate with their patients.

A social media epiphany

Pho began blogging in May, 2004 as a way to share links to health care resources and talk about health care reform. In the fall of 2004, when the Merck drug Vioxx was recalled, Pho’s office was flooded with patient phone calls. In response, Pho decided to write a blog post about the recall. When one of his patients mentioned that the blog post had reassured and comforted him, Pho recognized the tremendous potential of social media. He realized that patients want health information but are overwhelmed, frustrated, confused and even frightened by what they find online. Health care professionals, Pho noted, can play an important role by becoming a reputable source of online information or by directing patients to reliable sources.

Making the case for social media participation

Pho offered five reasons doctors should participate in social media:

Provide context.

Dispel myths.

Influence the health care debate.

Connect with mainstream media.

Hear what patients have to say

Rules of engagement

Prior to using social media, Pho suggested that physicians consult guidelines, such as those prepared by the American Medical Association or the Massachusetts Medical Society. He emphasized that patient privacy always comes first. He also offered these pointers:

Tiptoe into social media.

Stay professional.

Think twice before you hit enter.

Manage your online reputation.

Pho closed by noting that the true value of social media for physicians may be its ability to strengthen and preserve relationships with patients.