This is a question that we healthcare communicators have been fielding from clients (and, frankly, discussing among ourselves) since the advent of social media as we try to engage with healthcare professionals.
Some have maintained that physicians’ level of tech-savvy rivals the quality of their handwriting – not so great. Forced to be connected only by the mandate of electronic health records, physicians aren’t active online due to packed appointment schedules, privacy concerns or the desire to remain unbiased as related to their health system or practice.
A new report by my colleague Greg Matthews, called “Missing the Forest For the Trees”, lays this old stereotype to bed. According to a 2012 study by the Journal of Medical Internet Research, cited by Matthews, 61% of physicians scan social media for medical information weekly, while another 46% contribute to that information on a weekly basis. In addition, online social channels are having an impact on clinical decisions – according to a Manhattan Research study also cited in the book, 39% of doctors say that the information they receive from social channels is influential to very influential on their clinical decisions.
I don’t want to give away too much of “Missing the Forest For the Trees” – it’s a quick, worthwhile read – but all these stats point to our need, as healthcare companies and communicators, to be online learning from and engaging with doctors. Physician-directed content strategy for platforms such as Twitter and LinkedIn, will be seen by physicians, and sponsored ads make it easier than ever to target the right ones. Matthews makes another critical point – there is a tremendous opportunity for companies to harness the power of online physician advocates, engaging them to spread the word about our therapy, device or awareness building effort. Physicians are our “citizen” journalists.
Matthews has led the development of MDigitalLife, a database that has indexed the digital footprints of nearly a half-million physicians around the world. This data can be harnessed by healthcare companies in a myriad of ways including influencer identification and conversation analysis. MDigitalLife is also a great source for research about physician online activity with a treasure trove of free resources on its website.
Social media is not new, but this way of thinking about physicians on social media is, and healthcare companies who engage physicians through social media very well may find a new partner in spreading the word.