Recap of Social Media Discussion at Multi Specialty Symposium
Rosemont Media CEO Keith Humes joined two other online marketing gurus for a round-table discussion concerning plastic surgery and the use of social media sites like Facebook. In front of a crowd of more than 100 plastic surgeons and marketing enthusiasts, all looking for an edge in online marketing, Humes began the discussion by covering the necessary steps involved in preparing a plastic surgery practice for Facebook to ensure the practice is fulfilling its virtual potential.
In summary, Humes’ message addressed the need for active participation on behalf of doctors and their entire staff to ensure the success of social media strategies. By relying on multiple staff members for Facebook support, and developing a video testimonial system to create and integrate interactions and compelling patient stories, the responsibility of a successful Facebook campaign is spread across a diverse pool of participants throughout the practice. He also stressed the need for a statistical analytic program to track and grow any social media strategy. In closing, Humes emphasized the need to keep the Facebook page “PC” to ensure the practice appeals to as wide an audience as possible.
The social media discussion then turned to Ryan Miller of Etna Interactive, as he addressed ways to engage and interact with patients online, as well as basic social media etiquette. For the final leg of the presentation, Tom Seery of realself.com covered the need for conversation between doctors and patients online, noting a significant shift in the medical field’s use of websites and online technology: while websites were initially seen as an online representation of a practice, medical and dental website design is now focused more on patients and the need to gain their trust by actively participating in the doctor-patient relationship both in-office and online.
During the closing Q and A session, a significant percentage of the audience voiced concern regarding negative reviews. The panel reinforced the need to embrace the positive patient experiences to balance the unavoidable negative reviews and provide further support for online reputation management. They added that by engaging the negative reviews, and addressing those patients voicing legitimate concerns regarding the practice, doctors will further contribute to the necessary online conversation, and enhance the trust on which the doctor-patient relationship relies.