Social Media and Nursing Profession Essay.
Social media in healthcare is in waters that are charted but still not extensively known. We do know that 77% of patients use online reviews to select a physician, and of the 74% of internet users who are on social media, 80% of them are looking for health information (or searching for a new provider). Social Media and Nursing Profession Essay.
The demographics of who is using social media to connect to the healthcare industry is also important to note. Millennials, the second largest demographic in the U.S. (baby boomers are still number one), rely heavily on social media and the internet, looking for on-demand advice and customer service. And the baby boomers, the largest population in the U.S.? They are on social media, too, with 60% of boomers joining at least one social network.
Even healthcare professionals (88% of them) turn to social media and the internet for research, information on treatments, and new updates or changes to the healthcare landscape.
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But just because it’s important doesn’t mean that there are not rocky shoals to navigate. The pros and cons of social media in healthcare are real. It’s crucial to look at them closely. Here’s what you must consider. Social Media and Nursing Profession Essay.
3 challenges of social media in healthcare
Many providers and others in healthcare are reluctant to get into social media marketing in healthcare for the following three reasons (ranked by level of concern):
- HIPAA compliance
- Desire to stay professional
- Fear of negative response
HIPAA compliance
HIPAA compliance is one of the biggest challenges of social media in healthcare. Healthcare professionals are leery of entering into the social media fray for fear that they will compromise patient privacy, either through what they post or by exposing their networks to viruses or hacking.
Fortunately, HIPAA offers specific guidelines on how to safely post information, comments, photos, or videos online without violating patient privacy laws.
These include “de-identification” of patients by removing or omitting names, insurance or Social Security numbers, date of birth, and photos and eliminating specific details of rare medical issues, including the dates they occur. Healthcare providers can also obtain consent from patients to post their photos on social media sites.
Desire to stay professional
A number of healthcare professionals worry that their presence on social media may label them as unprofessional with potential patients. Further, they may worry that their colleagues will lose respect for them and consider them not as qualified, serious, or expert. Social Media and Nursing Profession Essay.
These days, it is important to consider the extent and reach of your posts as a medical professional. Every post does offer more detail into you as a person, much less a healthcare professional, and care should be taken to post only content that is appropriate.
What does “appropriate” mean? The American College of Physicians and the Federation of State Medical Boards has been working on guidelines for healthcare professionals that can help you make better choices regarding what you post on social media.
Fear of negative response
No matter how careful you are, how innocuous your healthcare social media marketing is, someone may not like it. You may get negative comments and someone may be offended. The best way to handle the inevitable negative response is to make sure you are following all legal guidelines and acting in a compassionate way on all social media channels.
In some cases, people may be offended by a comment made on your social media (and not the original content). One way to diffuse these situations is to monitor comments, likes, and shares to either address (or, when necessary, block) the negativity.
5 benefits of using social media in healthcare
For all the challenges of social media in healthcare it’s no wonder that very few practices have an active social media presence. The benefits of engaging with patients on social media are vast, however.
Benefit #1: Your patients are online
As noted above, social media and internet use, especially on mobile devices, is ubiquitous.
Reach your patients where they already are with a carefully crafted healthcare social media marketing strategy that is engaging, relevant, and useful to them. Think of ways you can address ongoing preventative care with them, share lifestyle tips, or encourage them to reach out to your office to book their appointment. Social Media and Nursing Profession Essay.
Benefit #2: Social media creates an approachable practice
Yes, you are an expert, but you want clients and patients to be comfortable with you.
Since you don’t have time to sit down for an hours-long chat with each patient, social media is a great way to help patients get to know you before they even enter your doors. Again, if you focus on a thoughtful approach, you can do this without seeming unprofessional or too casual.
Benefit #3: Social media can educate
The power of social media to educate is exponentially increased through likes and share on every platform. Post about new technologies, techniques, and treatments to become a trusted expert in those.
Plus, use social media to update patients on changes to your practice (like introducing new doctors, staff, or services).
Benefit #4: Social media shares the values of your practice
What we share and post about on social media directly reflects our values. If you want patients to see you as open, inclusive, welcoming, and diverse, make sure your social media reflects that.
If you or your team members volunteer for charitable organizations or events, post that, too. Likewise, share success stories or updates from patients who have agreed to release their information.
Benefit #5: Social media can lighten the mood
We often turn to social media not only for support but also for a break from the daily struggle.
Maybe your practice is working with terminal or chronically ill patients who could use a little more laughter. Social media can help provide some levity in an otherwise serious business. Social Media and Nursing Profession Essay.