Social media is growing in popularity among physicians who view Facebook, Instagram and
TikTok as ways to grow their practices and profiles. While social media can help physicians
reach current and prospective patients, there are several risks. Here’s a guide for physicians on
what not to do on social media.
- Don’t give individual medical advice.
This may seem like a huge letdown. Isn’t one of the goals of social media to connect with your
audience and combat misinformation? While it’s valuable for physicians to use their social
media platforms for education, providing medical advice to individuals is riskier.
The main question is this: Are there liability protections for physicians who provide medical
advice outside of the doctor-patient relationship? These protections may exist in some states,
but not in all. A recent case before the Minnesota Supreme Court – Warren vs. Dinter – found a
hospitalist liable for declining to admit a patient who later died even though the hospitalist
made his judgement only on information shared in a phone call with the patient’s nurse
practitioner. The hospitalist argued that a doctor-patient relationship never existed and that
the conversation occurred out of professional courtesy. However, the court ruled there could
still be an implied relationship and a duty based on foreseeability of harm.
While this case does not involve social media, it’s a cautionary tale for physicians: Use platforms
to educate in generality, but always encourage your followers to make an office visit for their
specific questions. - Don’t be divisive.
The professional and personal lines are more blurred in social media than in any other
communication tool. While there’s a temptation to merge the two, keep your social media
accounts professional. Remember that your patients come from a variety of backgrounds and
they may not see the world the same as you do. Always keep this in mind: Don’t say anything
on social media you wouldn’t want every one of your patients to hear. This includes posts about
politics or other issues that are potentially divisive. If it is not appropriate content for a practice
newsletter, then it doesn’t belong on social media.
There are risks associated with every post you make. Don’t make posts that could cause you to
negatively impact your relationship with your patients. Social media should be a way to help
you gain more patients, not lose them. - Don’t put your whole marketing budget into social media.
If social media is a way to gain patients, does it replace traditional practice marketing? No,
according to a 2020 study conducted by researchers at George Washington University and
published in the Journal of Drugs in Dermatology. The study found patients often do not take
social media into consideration when looking for a dermatologist. Only 25% of respondents
aged 18–30 years old thought social media was extremely or very important.
While it’s valuable to have a social media presence, make sure that you don’t forget to use it as
part of an overall practice marketing strategy.
- Don’t share personal information.
The main reason why not to share personal information is that, according to the George
Washington University researchers, patients are not interested in personal posts. The study
found that those who utilized social media when selecting a dermatologist were more
interested in patient education, reviews and the dermatologists’ experience.
When you consider your social media strategy, always keep your audience in mind. What
content would your patients want to see? What are their most pressing questions? A great way
to know what to post is to ask – ask your patients, your office staff and even those who follow
you. Make sure that the content you provide is content your audience wants. - Don’t respond to patient inquiries.
You may receive direct messages (DMs) from patients or prospective patients. Always point
patients to your office staff so communication is recorded in the patient’s medical record. If you
receive a lot of DMs, grant access to your medical staff so that they can respond on your behalf.
Physicians should use the same procedure for negative feedback received online. Always work
interactions back through your office staff and systems just like your office handles in-person or
phone complaints. - Don’t hesitate to ask for help.
If you’re feeling overwhelmed by your social media account, you can hire a company to manage
your social media presence. A social media manager can create content as well as manage your
social media ads and promotions. Social media is an ever-evolving landscape and, chances are,
one that you’ll never feel fully on top of. Outsourcing your social media management to an
outside firm can help you focus on what you do best.
