Social media can help physicians engage with current and potential patients, recruit for clinical trials, and stay up to date on research reports when managed properly. The document outlines different levels of engagement physicians can have on social media, from just establishing a presence to regularly sharing content. It also provides guidance on content strategy, compliance, and measuring the success of social media efforts.

2. Social Media Defined
Social media is all about leveraging online tools that promote
sharing and conversations, which ultimately lead to
engagement with current and future customers and
influencers in your target market.
The key to social media working is having a content marketing
strategy that involves the distribution of valuable, relevant
and compelling content that promotes the behavior you are
looking for that will ultimately drive your business. Most
businesses start with the tools.

3. Why Social Media?
• Helps with SEO
• Allows control of online presence
• Connect with patients
• Patient recruitment
• Gives physician’s a voice
• Share commentary on
research/reports
• Create awareness
• Research

4. Levels of Engagement
• Low Level
Defined as physician’s office that had no previous
social media presence with the goal of establishing
at least one primary social media identify for the
purpose of publishing announcements, news, and
information about the physician’s office.
• Medium Level
Defined as a physician’s office that already had
some social media involvement and was willing to
increase activity of content sharing, monitoring,
feedback and response to a weekly minimum.
• High Level
Defined as a physician’s office that was utilizing
social media on a regular basis (several time a
week) that could consistently share information
and promote activities, integrating social media
into specific office activities and events
(educational seminars as an example). Office staff
is involved and actively engaging audience.

5. Getting
• Define goals and objectives
Started • In-house, outsource
or both?
• Who will manage accounts?
• Budget? Time, finances
• Which social media outlets
will we use?
• Do what you’re
comfortable with
• Progress at your own pace
• Decide on brand

6. What Works What Doesn’t Do’s and Don’ts
Decide who you Robotic responses
want to be,
conversational tone
Know when to join Retracting when
in dialogue under attack
Know when to Ignoring feedback
escalate or ignore
Establishing Ignoring issues
guidelines and rules
of engagement
Response strategy Taking comments
personally
Align stakeholders Not having a plan

7. In-House and Outsourcing
Outsourcing Role
• Strategy development
• Editorial calendar
• Content development
• Counsel
• Messaging and
content support,
• Posting and Listening
• Time Management

8. In-House and Outsourcing
In-House Role
• Strategy
development
• Content editing
• Information/expert
resources,
• Direct client
response and
listening

9. Social Media Education: Content
Management
• Confidentiality and patient privacy is the first thing that has to be
accomplished. It’s easy for doctors to inadvertently disclose patient info.
• Getting more physicians to use social media professionally gives value.
• In terms of liability, doctors should never give personal information. It’s best
to offer general information.
• Don’t engage patients in one on one conversations online.
• As a general rule, in terms of a content strategy, use population-based terms
and speak on populations versus individuals. Speak to topics as a whole and
in generalizations.
• Don’t want to give medical advice.

10. Measuring Success
Success Level
Impact
Numbers
Engagement
Connection

11. Medical Network for Education and Research
Develop your social media and comprehensive
marketing strategy. Call us at 770-210-0726.
Services:
Content Strategy
Strategic Communications
Marketing Strategy/Plan
Social Media Plan
Strategic Planning