Social media is getting a lot of press these days. In the healthcare marketing world, it has become fairly standard knowledge that patients and caregivers use a variety of social media resources for support, education and treatment decisions. A 2008 study released by the California Healthcare Foundation reported that 1 in 3 Americans used some form of social media online for health. This past June new research from the Pew Internet and Life Project stated that a majority of patients and caregivers who go online for health information access user generated content. Of course, knowing that consumers are online using social media begs the question, what about healthcare professionals – are they using social media?
Physicians have tended to be early adopters when it comes to participating in online activities including video, mobile, and podcasts for both professional and personal purposes.
Online Activities Conducted by Physicians
So it’s no surprise that online doctors are also embracing a variety of social media practices including physician-only social networks, blogs, video channels, and Twitter. Manhattan Research reports that a wide range of specialties either read and/or post user generated content including Rheumatologists, Pediatricians, Urologists, Allergists, Hematologists/Hem Oncs, Neurologists, Pulmonologists, Psychiatrists, and ER doctors as well as Family/General Practitioners.
What’s particularly interesting about the research on physicians is that it suggests that those who participate in physician-only communities tend to be highly pro-active, both online and in their practice. According to research, physicians who participate in these sites write an average of 24 more prescriptions per week than those with no interest in them. This same research found that high prescribers are also more likely to be using/interested in physician-only communities than lower prescribers.
Sermo, iMedExchange and Medscape Physician Connect are among the most popular communities.
ModernMedicine.com - Behind Doctors' Social Networking Websites
Sermo and MedScape each say they have more than 100,000 members. Doctors who join these communities echo the sentiments of many general social networkers in terms of their motivation for participating; “It’s nice to know that there are other docs who are thinking the same way as you are or have dealt with the same problem.”
Although many marketers trying to reach physicians may not prioritize these types of destinations in their marketing mix, they may want to reconsider. Healthcare professionals who go online are raising their hand for information. Those that take the next step by participating in social media activities often act as key influencers among their colleagues and patients. Marketers need to think about how to leverage that hand raising for both real-time learning as well as a chance to have an honest exchange with potential users of their products and services who have the potential to serve as evangelists.
Other physician social networks:
Other physician social media:
The Doctors’ Channel Internet TV for Doctors
Get Better Health (Physician bloggers)
KevinMD.com (blog) He also tweets as @kevinmd
