Even though doctors and patients these days seem to be surrounded by technology, the foundation of medicine stems from face-to-face interaction. The heart and soul of healthcare lies in human contact, genuine concern, and empathy. We here at MindStream Creative are outspoken advocates of social media marketing because it enhances this human connection. However, in the digital age where patients are Googling and doctors are Twittering, it can be easy to forget that a hug or a handshake is just as important as a smart phone and a prescription pad.
Technological progress and the Internet have brought medicine a long way, but they mean nothing without a medium – a physician with a compassionate heart – to communicate and translate the results of such medical progress to the patient in language that can be understood. Social media in healthcare exists to bridge the gap between the scholar and the layman. But many times doctors become so wrapped up in the latest online health program or social media site or electronic gadget that they forget to take time out for the patient.
When you are in the exam room, do you set aside time to get to know a patient? Do you ask how he is doing, or what sort of personal issues he has that may be affecting his health? Do you put aside your tablet and make eye contact? Do you smile? Do you try to make a personal connection with him?
Simple gestures such as these become easily overlooked when the “social” aspect becomes overshadowed by the “media.” Medical marketing via social media has led to major advances in the way physicians provide primary care. It can help a physician reach a patient beyond the doors of the medical practice – beyond that annual or semi-annual checkup. Social media can connect him to a patient who has a concern or even an emergency outside of office hours. But in order to reach the patient through social media, the patient must first feel comfortable enough to go to the physician. These Internet advances mean nothing if there is not first trust – a human connection – between a doctor and his patient.
Loving your Facebook page doesn’t have to be a detriment to your practice! MindStream Creative wants to help you develop your inbound and social media marketing strategy in a way that encourages positive growth, both for your practice and for your patient relationships. So keep tweeting and updating those statuses – just not while you’re in the room with your patient!