I’m all for sharing and promoting great content online.  I’m also in favor of creating transparency, and allowing communities to help shape our customer service.  If all businesses did was stand behind a flashy website, and didn’t address real issues, our experience would always be a gamble.  Our relationships are built through the conversations of others.  Recommendations, opinions, experiences, all shape our decisions to either investigate further, or dive in blindly; risk a poor experience.

The medical community seems to be at the tail end of the social revolution, particularly the small practice. I understand that there are some legal implications of doctors interacting with patients in a social relationship, e.g. diagnosing over twitter, or giving recommendations through a practice fan page.  But undoubtedly they are still a business, and hold the same responsibility to provide the best customer experience they can. Why?  As with any other private sector, there is competition.  With the current debate in health care, and a need of some type of reform, our ability to choose will become greater.  Where will you go for your next eye exam, dental checkup, or annual physical? Currently, it is primarily from your insurance options, from there, it’s through the recommendations of others.

I had an experience recently with a doctor that has caused me to seek after a new primary care physician for my family and I, as well as expose my experience for others to know.  It should not take a “shout” of “Comcast Sucks!” for a practice to think, “Oh no, now what do we do?”  Here are 5 ways small medical practices could create transparency to their current and future patients.

1. Clark Kent or Superman

   Who Are You?  Do your patients know who you are other than a doctor? Is your bio on your website only plastered with what school and awards you’ve received?  Let your patients know you are real, that you experience the same issues of life that they do.  Do you or your family members purchase or use the same products/services you sell?  Let them know.  How?  Create a blog, and share your experiences so that others that read it, will see there is a real person behind that professional website head shot.

2. Grow Your Ears

   If someone needed to get through to you, how is that currently done?  Is it consistent? Assign someone to monitor communication channels in the social space.  Most small practices hire high school help, or summer interns.  They know more about social media than you do.  Set policy of engagement, and expectations of communication.  Let them be the ears of your practice in the social space.  People are talking about you weather you like it or not.  By listening, you will see the needs of your patients and take action to address them.

3. Connect

   Are you engaging in your patients interests outside of the 5 minutes in your chair? Do they have a skill that you could  benefit from? Are they a resource for your practice or family. How would you know? Place a field in your patient information form for a personal blog or website. Add lines for social networks (twitter, facebook, linkedIn.) You might find a hidden resource in your patient you wouldn’t have known otherwise. Setup a patient blog folder in your Google Reader.  You will be amazed not only by what your patients know, but how they can help you.

4. Embrace Change

   Most of us are afraid of change. Many are cautious about sharing.  I have spoke with business owners who feel they are “giving away the farm” by sharing their advice or experiences with others.  Not only does that make someone an authority, it makes you real, genuine, and sincere.  As stated in point 2, your patience are talking about you and your practice.  They are talking about your industry.  As consumers, they will go where they feel the most comfort, the most value.  Why not be on the front lines with them, and respond accordingly.  The “boys clubs” and medical executives will not shape your future anymore.  If you don’t have patients, who will save you.

5. Your Late

   Social Media, Networking, Community Engagement, are not going away.  The tools used will change, but the ability to communicate with the world is getting smaller everyday. You must start now!  There are so many resources out there; it can be overwhelming. What is so great about it though is, we as an online community are here to help.  Every business practice is different, and needs special attention.  That will evolve over time and strategy.  For now on a personal brand, you must engage.  Initially reach out to your close friends, family members, and those in your local community.  Dive in head first and don’t be afraid of shallow water.  This space is deep.

What are you thoughts on Social Media in the medical industry, and in small business?  What concerns, questions, or apprehensions do you have. Please keep this conversation going by adding your comments below.  If you would like to discuss with me further regarding strategy in your own practice, please leave your specific requests below, and I will reply.  Thank you again for stopping by.

~Jeremy