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Social media in medicine

How can you use social media to enhance your career and promote your practice?

Dermatology World abstract illustration of social media

Social media in medicine

How can you use social media to enhance your career and promote your practice?

Dermatology World abstract illustration of social media

By Danielle Tokarz, staff writer

The concept of ‘global’ is getting smaller. Communication with people around the world is now as easy as talking with your next-door neighbor. Phones are now pocket-sized portals to boundless information that puts the world in the palm of our hands. This dramatic shift from a physical to a virtual world has significantly altered how we interact in our everyday lives, so it’s no surprise these changes are infiltrating the professional world as well.

So how do professionals use social media in the medical world? More specifically, how do dermatologists use it to enhance their careers and promote their practices? What makes it such an effective tool? Regardless of background or specialty, it’s important for physicians to recognize that social media is no longer just a trend, and while adopting it is a choice, choosing not to incorporate it is a choice, too — and ultimately your practice could suffer because of it. In this Dermatology World feature, you’ll learn how other physicians are using social media as well as the basics of successful professional use of Facebook, Instagram, LinkedIn, Twitter, and You Tube. 

Physician adoption of social media

Compared to other industries, the medical world has been slow to adopt social media. The irony is that physicians are actually one of the most mobile-friendly professions in the world, especially with the emergence of telemedicine and the growing implementation of digital record keeping. With tablets and other devices now part of everyday practice, many doctors realize that mobilization has not only infiltrated the profession — it has modernized the delivery of medicine. So why has the communication aspect been slower to follow suit?

For one, physicians have been warned against the perils of digital networking since the dawn of social media. Fears of committing HIPAA violations or crossing privacy laws were initially quite pervasive, and caused many physicians to avoid the social media revolution altogether. Over time, however, doctors began learning how to develop an online presence while still paying mind to the sensitivities of their profession. Today, doctors from every specialty can be found online, and more importantly, on social media — including more dermatologists than ever before.

“In 2017, all dermatologists need to be aware of the potential of social media, even if they choose not to personally use these tools and platforms. Doctors have a ‘digital footprint’ whether they are active online and on social media, or not — either way, they still need to be prepared to manage that presence,” says Pat Rich, medical writer and lecturer on the professional use of social media by physicians. “The fact that all medical conferences and journals now have a social media component reflects the growing acceptance of these platforms and the positive impact it can have on a physician’s practice.”

Some dermatologists use social media to enhance their careers, while others use it to represent their practice, but many do both. The most popular reasons why social media helps them meet these objectives are to:

  • Keep up with trending news and updates
  • Access the latest evidence-based research
  • Stay current with emerging technologies and techniques
  • Connect with colleagues, researchers, publishers, and key opinion leaders
  • Market/share content to more targeted audiences
  • Position self as a specialist on certain topics/interests
  • Seek clinical or diagnostic advice from peers
  • Remain relevant in today’s world of sharing and accessing information
  • Connect with patients and establish new leads
  • Monitor conversations and reviews about practice
  • Advocate for/against causes in health care

Corey L. Hartman, MD, board-certified dermatologist from Chelsea, Alabama, shared tips on social media success with Dermatology World (see staging.aad.org/dw/monthly/2017/september/getting-social) and says it has helped keep his career current. “Social media has been great for me professionally and for the practice. I learn a lot — from new techniques and products to procedures and trends. It is a great way to stay on the pulse of what the public is — and is not — interested in. Your presence alone signifies a willingness to stay current while your level of participation demonstrates your commitment to being on the cutting edge.”

Emily Altman, MD, a board-certified dermatologist at the Summit Medical Group in Berkeley Heights, New Jersey uses social media as an engagement tool. “Social media is a great way to engage your audience and help grow your practice. There is a great deal of inaccurate and potentially dangerous information on the web, so physicians can use their online presence to educate and provide helpful, accurate information, which in turn builds the physician’s (or practice’s) reputation.” Dr. Altman, who is one of two associate editors of the Journal of the American Academy of Dermatology, focused on the web and social media, added, “Social media is also a great way to keep up with new medical information, and access a wealth of content from your colleagues and teachers.”

Popular and emerging platforms fill different needs

Which platforms are dermatologists using? Like the rest of the world, many use Facebook, Twitter, Instagram, and LinkedIn, while others also incorporate Pinterest, YouTube, or Snapchat — depending on their objectives and the audiences they are trying to reach. Different platforms offer different capabilities and experiences. A dermatology resident may be more inclined to use Instagram and Pinterest for boards study material, while an academic may focus on Twitter and LinkedIn for research sharing and network building. All social media platforms offer the ability to access information and resources that enrich careers and practices, so identifying what you want to achieve through social media is a paramount first step.

Aside from the mainstream social networks, physician-only platforms have also recently emerged, particularly SERMO and Doximity. Doximity is one of the largest online communities of doctors in the country and allows physicians to connect instantly with their peers in a secure, HIPAA-compliant environment. Doximity also incorporates opportunities to earn CME credit by reading medical journals that are provided by the site.

Dr. Hartman uses Doximity and shares that, “It is useful for finding great articles from around the web that relate to dermatology and health care in general. It is also a great resource for keeping in touch with medical school classmates, referring physicians, and dermatology colleagues that I befriended in residency and beyond.”

SERMO offers the same general concept as Doximity with an equally large user base, but has a few noteworthy differences. One is the level of anonymity among its users. Many physicians choose to be unidentified when posting on the site, which is believed to elicit more open and honest discussions. Another difference is that SERMO is not HIPAA-compliant, so members must avoid sharing patient-specific information on this network. Unlike Doximity’s user base of U.S. physicians, SERMO has physicians from all over the world, so it encourages connections among members who have never met to promote global interactions.

Other popular uses of social media among physicians are online communities and discussion forums. These include everything from closed Facebook groups that analyze clinical and diagnostic challenges to virtual study sessions. This also includes the recently launched JAAD Virtual Journal Club by the Journal of the American Academy of Dermatology, under the direction of the editor, Bruce Thiers, MD. In this online forum, practicing dermatologists engage in deeper discussions about recent JAAD articles and post questions for the authors and other dermatologists to elicit a more meaningful learning experience.

FUNDAMENTALS OF SUCCESSFUL SOCIAL MEDIA 

One of the biggest misconceptions is that you need to be on every network and platform possible. Dermatologists are extremely busy people, and there is just not enough time in the day to maintain an adequate presence on every single outlet. The key is to start with one or two platforms, and familiarize yourself with the level of time and resources it takes to maintain those pages on a regular basis. Maintaining a presence is the one of the biggest challenges that users face. Many start off being really active, but as time goes on, that high level of sharing and engagement begins to fade. Posts start to become more sporadic, and interaction with followers eventually decelerates, causing them unlike or unfollow your page. Remember, your content is only as effective as the participation it creates. Whether that’s getting followers to consistently like — or love — your posts, or getting them to comment, share, or review your page, your content should first and foremost communicate to followers on a level that provokes engaged responses. 

That’s why consistency is such an essential component. Although it may seem trivial, never underestimate the power that planning and strategizing can have on your social media presence. One of the first steps is to create a strategy with a clear set of goals that social media can help you accomplish. For example, if you are focusing on promoting your practice, goals could include: increasing website traffic, growing clientele by X%, boosting brand awareness, or enhancing referrals. If you are using social media to enhance your career or reputation, goals may include: growing your professional network, increasing engagement with key leaders/organizations, positioning yourself as an expert on certain topics/interests, or accessing more evidence-based research.

Next, figure out what your style will be, including your tone of voice (not just what you say, but how you say it), the terminology you will use, guidelines on use of emojis, hashtags, GIFs, etc. Remember, social media is all about two-way communication, so use language that is conversational and familiar with your audience. Once those aspects are determined, begin coming up with a content calendar that lays out exactly what you plan to share on each network over a specific period of time. This allows you to strategize when and where content should be shared, especially when you get busy and need to post something last minute. Content calendars also help assess your level of activity on each platform so you don’t start neglecting one or another as time goes on. 

Another key aspect of social media success is monitoring and analyzing your activity. Most platforms include an analytic component that shows you how successful your posts are in reaching your target audience. This allows you to understand what resonates with your audience and what doesn’t, and can help you post content in the future that is more aligned with what your followers want. 

BEST PRACTICES FOR POPULAR NETWORKS

Twitter

Twitter has been referred to by Kevin Campbell, MD, in a post at KevinMD, as “one of the most important tools in scientific information sharing in modern medicine” (www.kevinmd.com/blog/2017/07/twitter-vital-tool-medicine.html). It’s a platform where physicians and dermatologists from all over the globe can share breaking news, articles, research papers, opinions, and techniques to a worldwide audience. The use of hashtags allows users to locate tweets with specific keywords. Twitter also provides a unique opportunity to see what colleagues are sharing and establish connections with leaders in the specialty. One of the best parts is that it’s quick and easy to use, making it an ideal resource for busy dermatologists who are on the go. However, there are ways to be more effective in the Twittersphere that dermatologists should know: 

  • Posting frequency: The consensus is a minimum of three tweets per day. There is no maximum, but an average of 5 to 15 tweets per day is encouraged. Tweets have an extremely short shelf life so make sure to tweet at times that are conducive to your audience. 
  • Hashtag usage: Two hashtags per tweet is considered ideal; studies show that using more than two hashtags can actually decrease the level of engagement. 

Facebook

Facebook still reigns as king of the social media world in terms of active users. Many dermatologists are now using it to follow other practices and organizations, as well as share their own content, news, and updates. Luckily, many dermatologists already use it in their personal lives so there is a very small learning curve. Regardless, Facebook is where your patients are, so being able to reach them in a space they are comfortable in and position yourself as a knowledgeable and trustworthy dermatologist is a great aspect of this platform. It also lets you target your posts to specific age ranges and locations, as well as those followers who share particular interests or job titles. In addition to pages, Facebook hosts private and open groups where users can join and engage in conversations with other like-minded people. There are numerous dermatology groups now that share intriguing cases and clinical pearls which can be adopted into everyday practice. 

Video and Facebook Live are now some of the most effective ways to reach followers on this platform. With Facebook’s updated algorithm, posts with video content now show up higher and more frequently in followers’ news feed. 

  • Posting frequency: One post per day is optimal, with a maximum of two. The minimum number of posts in a given week should be at least three. 
  • Hashtag use: While hashtags aren’t quite as popular on this platform as Twitter or Instagram, moderate use of them can be effective if used properly. The general rule of thumb is one or two hashtags per post; some studies show that the more hashtags you use, the further your engagement tends to drop. 
  • Images and video: Facebook recently updated its algorithm to push posts with videos to the top of the news feed. One study found that square videos outperformed landscape videos in terms of engagement, views, and reach, particularly when viewed on mobile devices. (https://blog.bufferapp.com/facebook-video) 

Instagram

Considering that dermatologists are highly visual people, it is no surprise that Instagram has become one of the most popular platforms in the specialty. More than that, engagement on Instagram is considered to be much higher than on other networks. Studies find that for every 1,000 followers, the average post will get approximately 70 interactions (http://ieg.wnet.org/2017/03/visual-content-social-media-2017-trends-research/). However, Instagram does not allow pages with under 10,000 followers to include links with their posts, so it is much more difficult for your content to drive action beyond the Instagram platform. 

Dr. Hartman weighed in on how he uses both personal- and practice-based Instagram pages to share his life inside and out of the office. “On my personal page, I share the latest cosmetic and medical dermatology treatments and procedures, plus newly discovered skin care products, funny memes about dermatology and current events, and photos of my travels with my wife and kids. It’s just a glimpse into my personal world. On my practice’s page, we share innovative treatments, specials, happenings around our offices, kudos about staff, our views on dermatology in the news, media highlights, and interactions with patients.”

  • Posting frequency: One to two times per day; no more than three times per day.
  • Hashtag use: Multiple hashtags are highly encouraged as they help users to discover your content; however, sources say not to exceed 10 or 11 hashtags per post. Another tip is to include your hashtags in the comment section after you post to help declutter your captions. 
  • Images and videos: Instagram is designed to showcase visuals, so using filters and editing tools is encouraged to share the most appealing images possible. Incorporating people in your photos and a high use of color makes them more attractive to followers, and thus creates a higher rate of engagement.

LinkedIn

LinkedIn is one of the world’s largest professional networks, and is a great tool for dermatologists to promote their personal careers and their practices. A LinkedIn profile allows physicians to have more control in how they are viewed on the internet — unlike physician rating websites that can heavily influence a patient’s perception. This platform lets you build your professional network with other dermatologists and industry leaders, while sharing updates about your practice as well as resources and articles your network is interested in. LinkedIn also ranks highly on search engines, so when patients search for you on Google, your LinkedIn profile will most likely be one of the first things to pop up. In the near future, LinkedIn will be incorporating more video opportunities, such as letting users create their own “shows” and video resumes to increase engagement with followers and recruiters.

  • Posting frequency: A minimum of two posts per week; maximum of five posts per week.
  • Hashtag use: Hashtag use on LinkedIn has been rather inconsistent over the years, but as of the latest update, they have been reintroduced on both the mobile app and the desktop site. This update now yields results outside a user’s own network, which reinstates hashtags as a tool for exposing your posts to new users on all devices. The consensus is to use one or two hashtag per post, as excessive use can make you appear “spammy.” 

YouTube

YouTube is now the second largest search engine next to Google with over 3 billion searches every month. As one of the most popular websites in the world, it is a familiar space to both patients and physicians alike. Dermatologists use it for various professional and educational reasons, including sharing step-by-step tutorials, answering common patient questions, demonstrating procedures, testing products, explaining illnesses, and even learning how others perform techniques and services. One study from JAMA Facial Plastic Surgery found that approximately 64 percent of members of the American Academy of Facial Plastic and Reconstructive Surgery (AAFPRS) indicated that they use YouTube or other video-sharing platforms to learn a new technique, with 83.1 percent further applying those techniques in their own practices (2016;18(3):230-231). Overall, YouTube can offer a more interactive and accessible way to learn new procedures over textbooks and journals. Academics also use it for medical education by having students study procedures on videos before practicing them on their own.

  • Posting frequency: Upload a minimum of two new videos every month
  • Hashtag use: Use hashtags in titles or descriptions to help users find your videos. Do not use more than a few hashtags in a single video — the more you add, the less relevant they become as far as search engine optimization. 

LIVE EVENTS AND CONFERENCES

One of the most beneficial aspects about social media is its ability to transmit information from a physical space to a virtual audience. This is especially true during live events and conferences. As dermatologists add more to their plate, it can be difficult to find time to attend important meetings and seminars — but with social media, you can follow organizations and other attendees to get the major highlights. Twitter, above all, is the best platform for sharing and acquiring these highlights and engaging in real-time conversations with other attendees. 

Social media expert Rich said, “I believe live tweeting during a medical conference is one of the most useful aspects of social media for a practicing dermatologist. All major (and many minor) medical conferences now have hashtags associated with them, which allows all related tweets to be viewed easily in one place. Live tweeting from a meeting means you can share highlights with those who are unable to attend and also interact with other dermatologists from around the world who may want to participate in discussions that emerge out of presentations at the meeting.”

Large conferences can also feel very overwhelming with so many educational opportunities to take advantage of, but following other attendees who are active tweeters can help diminish that stress. Live tweets help you acquire key takeaways from sessions or workshops you could not physically attend, and share those pearls with other dermatologists around the world for more dynamic conversations.