Is Your Business Social?

Originally posted in October 2013

About 15 years ago my oldest children were asking for social media accounts. Like many parents, it was then that  I decided I had to get an account of my own to follow what they were doing.  

As I watched them and their friends grow up with these resources, I realized that I would need to stay on top of this type of communication if I wanted to work with and be helpful to my future clients.  

It seems so much simpler to make a phone call and have a conversation with someone instead of fat fingering little buttons to send a message, but I’m certain that the Millennial generation would have a different perspective.  

Sending a text message usually solicits a quicker response with them – it does with my kids; especially when the text is “Do you need money?”

Technology Matters to the Younger Generation

I recently came across this table of information and found it to be very interesting.  It speaks to the way in which generations are embracing various segments of social media.  

As you move from the right column to the left, you can see generations going from dabbling to exploration to full immersion into the various social activities.

Healthcare Businesses Can Be Social Too

Businesses are also becoming more “social,” but I suspect that most healthcare practices would still be classified as being in the dabbling category.  

Doctors that get on board and learn how to best use social media to communicate with their patients will stand-out above their competition.

Dr. David Geier, an Orthopedic Surgeon and Sports Medicine Specialist from North Carolina, is an example of a physician that is standing above the crowd by engaging an audience and his patient base in podcasts that he produces about various sports and resulting injuries.  

I had the pleasure of meeting and visiting with David at a recent conference that we both attended.  It is obvious that he has a passion for his profession and is using his pioneering spirit to take his practice and business social.

Not every doctor will invest the amount of time that takes to do what Dr. Geier does, but that doesn’t mean that your practice isn’t or can’t start to be more social.  

Getting Started With Social

Start with the basics – simply begin gathering patient e-mail addresses and cell phone numbers.  

I’m amazed at how often this aspect of business management is overlooked.  The practice management systems that are employed almost always have the fields available for this data, but the person at the front desk is not charged with the responsibility of obtaining the information.  

If you aren’t doing it now, I would suggest that you diligently work at asking for this information from your patient base.  Assign a champion within your office with this task and make a game out of it – oh, and do keep score daily.

Software like Demand Force is just one example of tools that I see being used within healthcare practices to communicate with patients via e-mail and text messaging services.  Having a secure patient portal that allows your patients to check their schedule, pay the balance of their account, or communicate with you in some way are great resources for your patients and will make your business more assessable.  

Conclusion

A friend of my daughter’s once said to me, “If I can’t deal with the company online, see what they offer, communicate with them, and pay my bill with them – on the computer, I will find a different company with whom to work.”  

Your online visibility and social media presence matter. It’s now up to you to take the first step.

So let us know:

How are you using social media in your practice?

Tell us in the comments below.