Digital marketing efforts such as a social media presence for medical group practices are no longer just extensions of an organization's website — they are engagement tools that can affect care for a patient population.
Debate has gone back and forth in recent years about the "boom-or-bust" nature of being on social media. While there are potential pitfalls from improperly using social media in a practice, it's near impossible to deny that patients have meaningful interactions with their healthcare providers on social media. Previous MGMA Stat polling finds that more than two-thirds (67%) of practice leaders say their organizations manage their online reputation, and more than half of organizations respond to negative online reviews.
As Gloria Kim, MD, an OB/GYN in the Chicago area wrote in her Medical Economics article, "How Yelp made me a better doctor," a digital space for patients is a learning opportunity for providers to consider: "What, if anything, could I have done better? Is there something I need to change or improve?"
A Sept. 30 MGMA Stat poll asking "Has your organization used social media for engaging patients to improve health outcomes?" found that over half of healthcare leaders have used this tool to work to improve health outcomes.
According to Pamela Ballou-Nelson, RN, MSPH, CMPE, PHD, principal, MGMA Consulting, “Social media holds more opportunities than just advancing a practice’s marketing strategies. Other examples that can be served by social media to help engage patients are improving patient provider communication, reminding patients of available flu shots or informing of available services.
“Another suggestion for social media usage is communicating with patients on small bits of information such as how to prepare for your office visit or providing basic general education to patients will increase patient’s knowledge and confidence to manage their healthcare.
"While social media is not the appropriate platform for direct patient-physician communication, it can be used to direct patients to their portal for direct private communication.”
Learn more
- MGMA Stat: The importance of managing your practice's online reputation (by Kenneth T. Herz, FACMPE, principal, MGMA Consulting)
- Insight article: "It’s personal: Marketing to build your practice in the digital age" (from MGMA Connection magazine)
- Fellowship paper: "Marketing strategies for a limited primary care budget" (by Kelli Shifflett, FACMPE)
- Insight article: "Social media and the physician workplace" (from MGMA Connection magazine)
- Insight article: "Dealing with personal technology in the workplace" (from MGMA Connection magazine)
