It’s called the Thumper Principle. Are you familiar with it?
The notion was first introduced in a scene from the movie Bambi. Thumper observes
that Bambi is “kinda wobbly” and is quickly reproved by his mother. She makes
him repeat what his father had impressed on him that morning, “If you can’t say
something nice don’t say anything at all.”
Introduced nearly 80-years ago, the Thumper Principle could
serve as a test for your next conversation or email. In the era of social
business, it could be the sort of rule that you apply to your next tweet or
Facebook status update. But don’t take
my word for it. Consider how the Mayo Clinic used this sort of common sense when
creating a policy for employee use of social media. They think about it in
terms of do’s and don’ts for those who blog, tweet or otherwise share
information via social media platforms.
Mayo’s policy:
Don’t lie. Don’t pry. Don’t
cheat. Can’t delete. Don’t steal. Don’t reveal.
We live in an over-programmed culture. Life is busy. Each
moment is saturated in media. And we’re increasingly sifting through it for a
bit of information or the one vital connection that might give us a leg up on
the competition, move us one step closer to a goal, or in the context of the
single most searched issue on the Internet, perhaps find something that will
have a positive affect on our personal health. Social media is an increasingly vital part of
that search.
Patients are consumers and they know that information on
almost any subject is available online. In many instances they have access to
it. Some of that information they themselves may have created, curated or
shared with others.
What you regard as “too much information” in the form of an
opinion tweeted or a picture shared on Facebook, they see as a willingness to
let others in on their lives. In a word, it’s transparency. And they expect it
from you, too.
But if you’re still not
comfortable with the idea of sharing information on social media platforms
consider using it as a place to gather information.
Maybe listening is the best place for you to start. It is
after all an important part of the social media success formula. For example, tap
into patient transparency. I’m not talking about personal info but their
healthcare related groups. You’re not prying. A recent survey found that patients
are comfortable with their health care provider seeking advice from online
communities to help better treat their conditions.
But whom are we kidding? You’re probably using social media.
Most physicians say that they are (85% personally and 65% for professional use).
So, apparently the benefits make social media use worthwhile even in light of
the concerns. Well, at least until it gets personal.
About a third of surveyed physicians say that a patient has
tried to friend them on Facebook. Three out of 4 decline but some accept. This
“friend request” is misunderstood. Most patients don’t really want to be your
friend. At least not in that, “what did you do this weekend” sort of way. They
simply see you as the person they most trust who has access to information they
most prize: how to be healthy.
So don’t get personal. Create a professional page where you
share information that is helpful to a wide variety of those in your patient
community. Have a policy for its use. In the context of HIPAA it might sound
like this: share what’s helpful to
others but don’t share about others.
Oh, and if you can’t say something nice, don’t say anything
at all.
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