Social Media Benefits for Health Care Providers

Patient Outreach Key Benefit of Social Media for Health Care Providers

Social media benefits for health care providers are evident in the statistics that show how consumers get information and how they research and choose their health care professionals. Regardless of the size or type of a health care organization, social media provides a way for health care providers to promote their practices, services, and encourage patient engagement, all with the goal of building awareness and communicating health-related information.

Why should health care providers use social media?

Why should health care organizations devote time and expense to social media?  Today’s patients are demanding a lot more advice than “take an aspirin and call me in the morning.”  Today’s patients  want information and knowledge, and they want it quickly. They expect to easily find answers to their health questions and concerns, and social media has the ability to provide that to them. A Pew Research study done in the first quarter of 2018 shows that 80 percent of social media users have looked for health information online. Among physician practices, 53 percent demonstrate an understanding of the need to communicate with their audiences  via social media, and have a Facebook page, according to an article citing various sources on getreferralmd.com. The article also states there’s a high trust level among consumers regarding Facebook posts from physicians, with 60 percent saying they trust doctors’ posts. And, social media is an effective way to reach baby boomers. 43 percent of that demographic reportedly use social media for health care-related information.

What content are doctors posting on social media?

What types of information are doctors posting on social media? They are posting links to articles published on their blogs, medical studies, information about leading a healthy and active lifestyle, alerting consumers to health issues, and posting calls-to-action, such as reminding people to get a flu shot. All posts need to adhere to  HIPAA by respecting the privacy of patients.

Social media channels used by health care professionals

Here’s a look at social media channels used by a variety of health care professionals and 6 examples for each one about the types of information they are posting.

 YouTube Content posted by health care organizations

• Virtual tour of the organization’s facility
• Exercises to help back pain
• Tips to get a good night’s sleep
• The benefits of vitamin D
• Nurses speak about the benefits of working at their hospital
• Activities and outreach benefiting a community

Facebook content posted by hospitals

• Announcing awards they are presenting or receiving
• Seeking volunteers
• Posting job openings
• Details about community events they are hosting or participating in
• Patient success stories (These need to have the consent of the patient)
• Tips for healthy living such as healthy eating tips

Twitter posts by health care providers

• Links to blog posts on provider’s or colleague’s website
• Information and link to new health and medical studies
• Clinic hours and information
• Hosted Twitter chats on topics such as dementia, depression, hospice care, women’s health, and more. (These need to be identified by a hashtag, such as #drnancydementia).
• Job fair announcements
• Flu shot reminders

LinkedIn posts by health care practitioners

• Job announcements
• Recognition from the media or the community
• Short video from doctors explaining advances in specific treatments
• Information about conferences that providers are speaking at or participating in
• Information on new medical research and studies
• Employee recognition