Each letter summarizes the findings and patient instructions. The letter reinforces the care plan, and patients can refer to it as needed. Additionally, either Dr. Chapman or her nurse return every patient phone call by the day’s end.
Dr. Chapman also uses indirect communication, such as social media and a blog, to provide patient education and encourage patient engagement. “These media allow me to communicate, albeit indirectly, with patients between appointments,” she says.
Technology in Marketing
Although the practice doesn’t have a formal marketing team and most referrals are word of mouth, Dr. Chapman would like to see the practice start a monthly email campaign that targets referring physicians. “We could highlight practice developments, achievements and success stories,” she says. “We could produce informative articles to educate non-rheumatology colleagues [in such topics] as how to recognize the early signs of scleroderma or rheumatoid arthritis.”
Dr. Chapman also foresees social media use as an increasingly important tool for patient engagement and marketing, as more and more patients, particularly millennials, use it.
“Medicine traditionally values privacy, confidentiality, one-on-one interactions and formal conduct,” she says. “Social media involves sharing, openness, connection, transparency and informality. I don’t think these concepts are necessarily mutually exclusive.”
Many methods enable rheumatologists to build a patient base. Consider what ones may work best for your practice.
Karen Appold is a medical writer in Lehigh Valley, Pa.
