Hey Doc, Don't Be Like Joe

My father-in-law, let’s call him Joe, is eighty something years young. He enjoys a robust life. Well, except for the part that he’s missing. The part where his vision has declined to the point that he’s unable to focus on what’s ahead in the road or read anything that’s NOT IN LARGE PRINT. Or the part of life he’s missing because the television volume is too high for conversation with others. Sure there are proven methods for diagnosing and dealing with these two issues. Each backed by science and enough bits of anecdotal evidence to convince even the most skeptical patient. But some people just don’t get it.

Maybe Joe’s reluctance to address the issue(s) is in part due to misinformation regarding the tests. Perhaps it’s the negative reviews (i.e. glasses make me look old, hearing aids squeal) shared by some users. Maybe it’s the notion that the solution is too expensive. But it could also be the ostrich putting his head in the sand and choosing to ignore facts because he doesn’t want to know what he’s missing. Oops. That got a little personal didn’t it?

But patients aren’t alone in this sort of “If I can ignore it then I don’t need it.” approach to some things.  Take for example the idea of you using social media in your health care practice. What if your approach to that was similar to my father-in-law’s approach to his issues? It might look a little like this:

Misinformation. 

The notion that you can’t create a plan and measure it’s effectiveness is not true. You need some software and a little experience but it’s not nearly as difficult as your board exams. There are ways to measure interactions as simple as the preview window on the Facebook administrator’s page. And methods to analyze the flow of traffic from there to your website are as easy and free as Google Analytics. So Joe, you can see and hear if you want to.

Negative Reviews.  

Like that pair of glasses Joe needs, everything takes a little getting used to. Smudges on the lens in the form of negative comments on your page are a matter of attention and adjustment. You need a plan to proactively address negative comments and to avoid accidental HIPAA violations. Listen to what Dr. Jeff Livingston, OB/GYN and social media pioneer says about it all, “I don’t think it’s that hard (to avoid HIPAA violations).  If you step out of technology and just think about how doctors communicate throughout the day, they do it very naturally and never think about it.” So Joe, other people are wearing glasses and doing just fine.

Costs. 

Being on Facebook is expensive. Forget that. The applications are free. Yes, you’ll need a communications person on your the team but you may already have that person in the form of a marketing partner or staffer. Think about it this way, it’s less an issue of cost than it is opportunity lost. A study once showed that each Facebook “like” is worth $125. Maybe it’s more or less depending on the industry you’re in. But a doctor told me, “If we add one new patient through our social media spend you, we’ve paid for one year of service.” That’s his math. Can you hear me now, Joe?

Nobody really cares. 

Maybe you think that your generation of patients isn’t interested in what you have to tweet but the evidence runs to the contrary. The older patient that you’re caring for may be part of the fastest growing demographic on Twitter. That platform saw a 79% increase among those 55 to 64 since last year and grew by nearly 50% on Facebook during that same time. So even an old-timer like you cares, Joe.

Don’t be like Joe. Find someone you trust to talk about the health of your practice marketing, patient education, and patient satisfaction programs. Until then, can you recommend a good vision and/or hearing specialist for my father-in-law?