Common Sense Tips for Rheumatologists on Social Media

In an age of Facebook, Twitter and Instagram, rheumatologists may think that a social media presence is required. So to get the lay of the land, The Rheumatologist spoke with David Deutsch, founder and chief strategist for SynergiSocial, a New Jersey-based consultancy that focuses on social media.

Question: What advantage can social media promotion bring to inpatient medical practices, such as rheumatology?
Answer: Let’s back up a minute here. At its core, social media is nothing more than people talking to people with technology. It’s not unlike having a telephone conversation or sending an email. The big difference is that you are speaking to multiple people at once (i.e., a network) instead of one-on-one. If you call someone on the phone and they immediately start promoting themselves, how would that make you feel? Odds are you would prefer to speak with someone who listens to you and offers concrete advice to help you in some way. The same thing goes on social media. Social media done right has little or nothing to do with self-promotion. It’s actually the exact opposite: The best results come from not self-promoting at all, but rather finding ways to give generously to your audience.

Q: What are some tips for a medical practice that might want to set up a social media presence?
A: Rule No. 1: Nobody cares about you. Sorry, but it’s the truth. I tell this to my clients all the time. In the case of rheumatologists, people only want to see you to solve their health problems. That is all. If you can’t do it, they will find someone who can. Realizing this brutal reality is actually an opportunity and key to your social media success. Why? Because if you can give prospective patients something that changes their lives, they will care about you. A lot. To illustrate: Would you rather connect with someone who says, ‘I am one of the best rheumatologists in the area!’ Or would you want to speak with someone who offers concrete advice to patients and non-patients alike on how to avoid problems and answers their questions? Moreover, you can use social media to proactively get referrals from trusted sources … thus, dramatically increasing the quality and quantity of patients who come through your door.

Q: How do you caution people on using social media when it comes to privacy, a focus that is heightened when talking about medical issues?

A: Privacy on social media is always a huge challenge. In some ways, it is very easy to avoid this: Don’t share any information that you want to keep private and don’t share patient stories without their permission. It sounds silly, but much of this is common sense. Most social media sites have a ‘two-step verification’ process, which prevents unauthorized access to your accounts. I would strongly suggest setting this up for every platform you use.

To reiterate, you need to use common sense. What would you share at a dinner party? Would you stand up and blurt out personal information?

Q: You are a social media expert, NOT an expert on the Health Insurance Portability and Accountability Act (HIPAA). But given its privacy rules, what’s your advice for how to avoid the risk of over-sharing?
A: Social media is people talking to people, just in a different medium. Observe laws and common sense, just like if you were in a doctor’s lobby—a full doctor’s lobby.

[Editor’s note: As with any other forum, don’t share patients’ personal, protected health information via social media without their written consent. Make sure to contact your designated privacy officer or your attorney if you have any questions about what you can share.]

Q: What do you to say if a patient asks for medical advice through social media?
A: Advise them that you cannot answer confidential questions online, then direct them to a phone number or website to schedule an appointment. I would also suggest that physicians refrain from sharing any details of their patients’ medical problems openly, because anyone can see them and it could be embarrassing or cause them problems some other time.

Q: What are a few specific suggestions of valuable content rheumatology practices could post?
A: Videos featuring some practical at-home remedies for common problems are always very helpful [for patients]. If possible, video testimonials are amazing. I say ‘if possible’ because you don’t want to run afoul of regulations. For example, Johns Hopkins Medicine has done an excellent job of engaging with their patients on social media while remaining in compliance with HIPAA regulations. Critically, they have social media guidelines clearly available for their employees to see.

Richard Quinn is a freelance writer in New Jersey.

Editor’s note: Get social with the ACR! Visit the ACR’s social media page for more information and check out our social media guide for more tips.