Social Media

Jeffrey D. Lehrman, DPM, FASPS, FACFAS, MAPWCA

APMA Coding Committee

Expert Panelist, Codingline.com

Fellow, American Academy of Podiatric Practice Management

Board of Directors, ASPS

Board of Directors, APWCA

Twitter: @DrLehrman

Brielle Day

PresenterPresentation NotesNot necessarily during the next 30 minutes, Turn it on and use it to educate the public, educate your community

• “Broken toes don’t need to be treated”

• “I have a heel spur!”

70%

PresenterPresentation Notes70% of patients google their problem before going to or searching for appropriate DrWe took an oath to provide the very best care we can…….today providing the best care means educating…providing information….information ageMore information of lower quality out thereCan’t complain about bad content on the internet if not creating your own

• 94% of teens use Facebook • Teens use Facebook 10/day • Where are we headed??

• How are you communicating?

PresenterPresentation NotesResidentsWe are still communicating in an antiquated way….phone call, sending a letter

• 85%

• Do I like this Doctor?

• Clinical Implications

PresenterPresentation NotesPatients decide if their Dr is credible or if they should trust them: If not worried/concenred: compentence/expertise/trainingIf they are worried.concered about something: 50% of decision is based on listening/caring/empathy…can demonstrate this onlineCLINICAL implications

PresenterPresentation NotesLearn what your dr thinks between visits“ I wonder what my Dr thinks about……….”

PresenterPresentation NotesTWO waysSee what patients are sayingLearn what people think…Insight

PresenterPresentation NotesResident story…

“THANK YOU”

Getting Started

Who will post content and respond to comments?

• You • Staff member • Practice partners • Outside consultant

Getting Started

When will we post content?

• Varies by platform

• Quality over quantity

PresenterPresentation NotesMay vary – youtube page, create videos once per month, per quarter.Quality over quantity- be realistic about how often you’ll have time to post and make sure they you’re keeping your information interesting and relevant to your audience or there’s no point.

Turnaround time – important because social media by nature is interactive and people want to have that engagement, that interaction. Try to keep within 24 hours.

Getting Started

What type of content will we share?

• Mostly text? (ex. health tips, links, blogs)

• Photos? (ex. staff, practice, ailments)

• Videos? (ex. educational videos)

PresenterPresentation NotesYou may have a combination of all of these

Getting Started

Select a Platform

Facebook and Twitter Text, images, video, links

Instagram Images and videos

Pinterest Images and links

YouTube Videos

PresenterPresentation NotesDifferent social media platforms provide different modes for communicating. I’ve included Facebook and Twitter at the top because they are very established, allow you to share all forms of content, strong security features, and have free analytics tools.Choose one or two to begin and establish your strategy. You may decide to broaden your scope to include other sites as you move forward.

So once you’ve identified which platform might work best for you, get your ducks in a row.

Getting Started

Consider Including:

❏ A disclaimer about not using social media to report medical emergencies

❏ How frequently you will monitor the page

❏ Your comment/profanity policy

PresenterPresentation Notes“We reserve the right to block or report anyone who posts inappropriate or offensive comments on our page”

Once you’ve checked all of your boxes, you can get started with setting up your practice page. To help give you an idea of what you can expect, I’m going to run through the steps for creating a practice page on Facebook.

Setting Up a Practice Page Example: Facebook

PresenterPresentation NotesIt is just 4 steps– doesn’t take long. Facebook does a good job of guiding you along the process and providing suggestions based on the information you’ve entered.

1. categorize yourself – up to 32. short description – keep it brief

A real establish: answer here is obviously yes, you have a physical practice in a brick and mortar building; but for someone creating a page for a musician for example, would select “no” here.Asking you if you are authorized to post on behalf of your business, which you are– to use the musician example again, if someone tried to create a page for Taylor Swift, but they are not her, her agent, or her management company, they are unauthorized to post on her behalf.

Setting Up a Practice Page

PresenterPresentation NotesNext step is uploading your profile photo

For Step 3 Facebook asks you if you want to add the page to your favorites

Setting Up a Practice Page

PresenterPresentation Notes4th and final stepThis is an interesting feature that Facebook has– while anyone in the world can type in your practice name and find your page, Facebook likes to know where your practice is located or where you’re serving people so they can deliver your page at the top of search results for people in your area. So if I’m in Cincinnati, ABC Podiatry in Bethesda will appear towards the bottom of my search results, but if I’m in DC, ABC Podiatry might be towards the top of the list.Facebook allows you three “interests” to include on your page. I’d recommend including “Health care” as the first selection, since you’re a health care professional,

Setting Up a Practice Page

Setting Up a Practice Page

PresenterPresentation NotesThis next step is optional, but I recommend taking advantage of it

So now your page is live! How do you let people know you’re out there?

Promoting Your Social Media Site

• Add to website • Link all social media sites

back to each other • Add to email signatures • Include in marketing

materials, brochures • At your reception desk:

“Follow us!” • Follow and like others

PresenterPresentation Notes- Follow and like others – find colleagues, referring physicians, major hospitals– when you follow them, they’re aware you exist! And often they’ll follow you back. And if you share relevant content, they may share it with their followers, and then you’ve reached a new audience.

So now that you’ve gotten the word out, and you’ve built a small audience, see how things go! Take a few weeks or a month and see how your posting schedule works, how your audience is interacting with your posts, and see if your strategy is working for you.

Evaluate and Refresh

• Look at the goals you set – are you meeting them, or on track to meet them?

• What posts are most popular?

• Are you sticking to your schedule?

• Adjust as necessary • Set future goals

PresenterPresentation NotesIf you’re on track to meet those goals, great, if not, determine what needs to change.Social media is flexible and ever changing – quickly adapt to meet your audience’s needs.

I’ll take more about free tools you can use to help measure your performance, if you’re meeting your goals--

Thank You!!!

Resources Sources

"Opinion 9.124 - Professionalism in the Use of Social Media." AMA Code of Medical Ethics. American Medical Association, 2010. Web. 3 June 2015. . "Social Media." Merriam-Webster.com. Merriam-Webster, n.d. Web. 2 June 2015. . "Social Media: An Introduction." IACP Center for Social Media. IACP, 2015. Web. 3 June 2015. . "Social Media “likes” Healthcare." PwC Health Research Institute, 1 Apr. 2012. Web. 2 June 2015. . Fox, Susannah, and Maeve Duggan. "Health Online 2013." Pew Research Centers Internet American Life Project. 14 Jan. 2013. Web. 2 June 2015. .

Social Media

Jeffrey D. Lehrman, DPM, FASPS, FACFAS, MAPWCA

APMA Coding Committee

Expert Panelist, Codingline.com

Fellow, American Academy of Podiatric Practice Management

Board of Directors, ASPS

Board of Directors, APWCA

Twitter: @DrLehrman

PresenterPresentation NotesOctober 1, 2015forgiveness

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