This document discusses the importance of using social media for personal and professional branding as a physician. It notes that patients are increasingly researching providers online and reviews can influence their choices. It provides tips for building an online brand through consultation letters, meetings, and establishing oneself as a thought leader. While social media offers opportunities, it also risks compromising privacy and professionalism if not used carefully. The document recommends claiming profile pages, engaging respectfully online, and following best practices like "don't lie, don't pry, don't cheat, can't delete, don't steal, don't reveal."

1. Social Media for Personal and
Professional Branding
@DrAttai
American College of Surgeons
AMA Caucus
June 2017

2. No Disclosures

4. Physician Marketing
“While physicians certainly have
financial interests in their work,
advertising can make this interest
so palpable and conspicuous that it
may compromise the trust on
which doctors and patients rely.”
Tomycz ND
J Med Ethics
2006;32(1):26-28

5. Building Your Brand
Customer Service 101 – Referring Docs
• Consultation letters
• One on one meetings
• Office/dinner presentations
• Hospital grand rounds
• Newsletter / email
• Able, Available, Affable

6. Building Your Brand
Customer Service 101 - Patients

8. Patients are Doing Their Research
•72% of adult internet users have
searched online for information about
health issues Pew 2014
• >50% of consumers will research
provider online before engaging in
person Carroll Chest 2014
• ~60% of patients report online health
reviews important when choosing a
physician Lee NEJM 2017

11. • >102 million customer reviews
• 6% in health care
• Information from ProPublica database
will appear on provider pages
• Yelp users will have access to
objective data about how MD practice
patterns compares to peers
https://www.yelpblog.com/2015/08/yelps-consumer-protection-
initiative-propublica-partnership-brings-medical-info-to-yelp
Lee V NEJM 2017; 376:197-199
Yelp Becoming a Powerful Voice

12. Lee V NEJM 2017; 376:197-199
• Help patients make
more informed decision
• Voluntary sharing of
review may foster trust
• Performance feedback
for clinicians
Health Systems Posting Reviews

13. Claim Your Sites!

14. • Rank high in online searches
• No control over posted comments
• Limited ability to respond
• Online content lives forever

16. • There are ethical ways to promote
yourself as a thought leader and a
professional
• SM essential to building your brand
• There is a danger in not getting
involved in some form of social media
– word of mouth is now via keyboards
Controlling Your Digital Footprint

17. 10 Minute Controlled SM Profile
• LinkedIn – non-medical networking
•Searchable profile and content
•Links can be posted
•Blog feature
• Doximity – MD networking / education
•Searchable profile
•CME, journal access, secure messaging

18. Website– Archived Education / Commentary

19. Social Media – Interaction and Engagement

21. Online Patient Communities
• Many patients not aware of
basic treatment facts, options
• Provide education
• Correct misconceptions
• Establish as thought leader

22. MD Responsibility to Participate

23. Balancing Act
•Opportunities:
•Professional branding
•Professional education
•Networking, collaboration
•Patient education
•Challenges:
•Patient privacy
•Personal privacy
•Maintain professionalism

24. Someone is Watching You…

25. Why is Common Sense so Uncommon
Online?
• Online disinhibition
• Perception of anonymity
• Online activity proxy for common
sense, trustworthiness to handle
responsibilities of patient care
Greysen SR J Gen Intern Med 25(11): 1227-9

27. SM Best Practices for Physicians
Timimi F. The 12-word social media policy.
Mayo Clinic Social Media Health Network
Posted April 5, 2012
“Don’t lie, don’t pry, don’t cheat, can’t
delete, don’t steal, don’t reveal”

28. “When a physician asks, ‘Should I
post this on social media?’ the
answer does not depend on
whether the content is professional
or personal but instead depends
on whether it is appropriate for a
physician in a public space.”
DeCamp M et al
JAMA Vol 30(6) 2013
What is appropriate to post?