There are specific issues when it comes to social media and physicians.
There are issues such as patient privacy & physician malpractice. These are real concerns and not to be taken lightly or glossed over. These need to be addressed if a social media marketing campaign is implemented to any degree at all. For example, to what degree should or can a doctor interact on Facebook when someone shares an ailment or asks a question? Should any advice or cursory diagnosis take place? Should any communication ever happen at all through a social media platform?
Two-Way Dialogue vs. One-Way Conversation Communication
At the heart of social media marketing is the fact that it’s, well … social. This means that some form of interaction needs to take place.
But the good thing is that you can control the level of such communication. You have the ability of either making the social media platform a “two-way street,” where there is actual dialogue between you and the person – or – you can take a “one-way street” approach, where you are sharing information, but not actually having dialogue with anyone at all.
If any social media marketing is created, the initial and conservative approach we advocate (in most cases), is to create a purely one-way communication path. Here, you would post or announce only such information as office events, speaking engagements, awards or honors recently won.
Such an approach does not open you to a dialogue atmosphere where you are giving – real or imagined – specific medical advice to a specific person.