Establishing, Managing and Protecting Your Online Reputation: A Social Media Guide for Physicians and Medical Practices, by Kevin Pho M.D., Susan Gay
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Establishing, Managing and Protecting Your Online Reputation: A Social Media Guide for Physicians and Medical Practices, by Kevin Pho M.D., Susan Gay
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Online health information combined with social media channels like Twitter and Facebook has created a new generation of patients. They are empowered. They have a voice in their own care that they never had before. And more are using social media and physician review sites to choose their doctor or medical practice. Given these stakes, you can't afford to leave your online reputation to chance. This book offers doctors a step-by-step guide on how to use social media to manage an online reputation. It also provides insider tips on how to respond to online ratings and a guide to work with all of the major physician review sites. Do not let others define you on the web. Take control of your online reputation now! Unlike guides written by professional marketing gurus, this book offers dozens of stories and case studies from the perspective of practicing physicians and engaged patients. TABLE OF CONTENTS 1. Disrupting the Healthcare Landscape Social media is not a passing fad, Consumers do more online than just look for health information, E-patients: A New Breed, It’s still About the Doctor-Patient Relationship, Why Social Media Should Be Important to YOU, How Significant are Online Doctor Reviews?, Can You Afford to Ignore the Ratings and Social Media?, Reviews are More Positive than You Think, Can the Online Ratings be Compared with Clinical Outcomes?, Large-Scale Initiatives Using Patient Ratings, Working Towards a Healthcare Partnership 2. Your Online Reputation Today How Patients Find Doctors Today, Why Your Online Identity is Important Getting to Know You, Not Everyone is Convinced that Doctors Need a Strong Online Presence, Your Career Also Depends on Your Online Reputation, First, Do No Harm; Second, Get an Online Profile, What Search Engines Should You Use? 3. Defining Your Online Identity Through Social Media Social Media Can Be a Powerful Tool, Curate, Connect and Make a Difference, The News Media Doesn’t Paint a Positive Picture, Establishing a Social Media Strategy to Create Your Own Content, Lurking as a First Step, Three Physician Social Media Success Stories 4. Creating Your Digital Footprint Introduction – Branding Strategies, LinkedIn – Your Professional Network, Facebook – Connect and Share, YouTube – Broadcast Your Practice, Twitter – What’s Happening Now, Blogs – Connecting Ideas and People, Google – Mapping the Future 5. Major Rating Sites Angie’s List, Doctor.com, DrScore.com, Google+ Local, Healthcare Reviews, Healthgrades, Insider Pages, Kudzu, Rate MDs, Vitals, Yelp, Zoc Doc 6. Safeguarding Your Reputation Making Social Media Work for You: Search Engine Optimization, Patient Satisfaction is Now a Vital Metric, Set Up Alerts, The Scope of Online reviews, Focus on the Positive, Invite Your Patients to Write Reviews, Use Reviews to Improve Your Practice, How to Respond to Negative Reviews, Don’t Stuff the Ballot Box, Lawsuits Are Not the Answer, Gag Orders Don’t Work Either, Outsourcing Reputation Management 7. Professionalism in the Digital Age Updating the Rules of Professionalism, Guide, Inform, and Teach, Protect yourself with a Social Media Policy and Disclaimer, A Higher Standard than HIPAA, Professionalism Applies to Physician-Only Sites Too, Communicating with Patients, Don’t Let Your Personal Social Media Life Distract You, Special Considerations for Young Practitioners, Residents and Students, Navigate the Online Waters Mindfully 8. Connect and Be Heard: My Journey from Social to Mainstream Media It All Starts With You, The Time Was Changing, Crash Course In Health Policy, The Traditional Mainstream Media Is Calling, Opening The Social Doors, The Humanization of Medical Professionals, Changing Public Perception One Blog, Tweet, and Status Update at a Time, From Social to Mainstream Media, Be Ready For An Opportunity, Join The Conversation, No Training Required, Learn From Others In Our Field, Make a Difference in Healthcare
Establishing, Managing and Protecting Your Online Reputation: A Social Media Guide for Physicians and Medical Practices, by Kevin Pho M.D., Susan Gay- Amazon Sales Rank: #677012 in eBooks
- Published on: 2015-05-28
- Released on: 2015-05-28
- Format: Kindle eBook
Where to Download Establishing, Managing and Protecting Your Online Reputation: A Social Media Guide for Physicians and Medical Practices, by Kevin Pho M.D., Susan Gay
Most helpful customer reviews
11 of 13 people found the following review helpful. Review: Social Media Guide By gps710 by James Salwitz, MD Sunrise Rounds [...]Query; How can you tell the difference between passing fad and new reality? Between gossip and critical information? Answer; someone writes a textbook. For physicians who think that social media is only about sharing vacation pictures and checking out the weather, a new reality has arrived. An authoritative book on the evolving and indispensable role of the Internet in the daily practice of medicine has been published, is empowering reading for physicians and has a lot to say to us all.Establishing, Managing and Protecting Your Online Reputation; A Social Media Guide for Physicians and Medical Practices (long title, but I did say it was authoritative) puts in one place the theoretical and practical tools for physicians and anyone, medical or not, who want to understand, get involved or expand their Internet presence. Written by Kevin Pho, MD a New Hampshire internist and an international expert on medical social media, and Susan Gay a widely read publisher, this book can take launch an online novice into cyberspace or help take a doctor already involved with social media, to the next level.It will not surprise anyone that the authors come from an Internet background. Establishing is an accessible blend of modalities, like the social media environment about which it speaks. There are dozens of secondary contributors who through the pages tell stories, present blog-like essays and fill each chapter with a collage of information to support and demonstrate the author’s ideas. If you do not get one point of an essay, there will be a table, if the table does not do it, there is a testimonial. Pho and Gay infuse the gestalt of the e-world into this well written book.The major part of the text is about the broad concepts of social media. Establishing successfully makes the case that every caregiver needs to be aware and involved in the online medical world. The authors point out that “the availability of online health information combined with social media channels have created a new generation of patients,” what authors call “e-patients. These patients seek not only basic health information and primary information about their health providers, but are hungry for the expanding doctor-patient relationship promised by the Internet world. Doctors can use this connection to educate, tell health stories, expose myth, increase visibility, build referrals and to improve their reputation. Those who ignore the e-world, do so at their own risk or at very least lose a valuable opportunity. To bypass this technology will make a doctor as antiquated as the surgeon who rejects robotics or the oncologist who shrugs off genetics.Many physicians fear their careers will be ruined in Internet chat rooms. While I believe this anxiety to be overblown, Pho and Gay explain how to establish a positive online presence and how to protect a reputation. They point out that most social media doctor reviews are positive, but also discuss how to respond to negative postings. They strongly recommend against calling an attorney or launching a direct online attack and emphasize instead how to create good reviews and blunt negative feedback. An entire chapter discusses the individual rating sites, such as Angie’s List, Healthgrades, Kudzu and Yelp, how these sites assemble information, and how to increase the likelihood an individual doc will receive favorable reviews. Pho and Gay frown on the idea of stacking the deck by writing anonymous positive self reviews, pointing out that this technique not only is likely to fail, but may backfire.For the neophyte or the doc who has only recently ventured online, there is a lot of step-by-step information. The authors describe how to use Twitter, Facebook, LinkedIn or write a blog. If you yearn to be a movie star or just want to explain “in person,” consider YouTube. Establishing tells how. With clear explanations, well annotated by teachers with extensive experience in the e-world, this Guide can help any doc connect with their patients via the World Wide Web.The authors are very aware that this is a special universe with new rules and as such requires careful thought and planning. Starting at “do no harm,” social media requires an awareness that “goes beyond HIPAA.” The authors discuss the need for enhanced professionalism in the digital age which respects not only privacy but is conscious of the power of a technology which can spread information, true or false, so quickly and so wide. The authors reprint the ABIM 2002 Physician Charter, with its emphasis on patient welfare, autonomy and social justice, as a base from which to start.Establishing marks a milestone in the evolution of medical care. That milestone is the recognition that while medicine is now, and will always be, practiced by one doctor, taking care of one patient, one moment at a time, that no longer is that relationship confined to one place like the examine table or hospital room. Through the power of social media, doctors and patients can reach out and connect from almost anywhere. Kevin Pho and Susan Gay’s important book makes it clear; it is time for all of us to get log on.
2 of 2 people found the following review helpful. Not worth $64. By huckelbe@eden.rutgers.edu A decent book for older physicians who don't understand the interwebs, but less useful for those who grew up with the internet. If you recognize that the internet is a major determiner of your reputation, this book is not worth the price. If you doubt that, then buy this book. Advice consists of simple trite ideas such as set up a LinkedIn profile.
4 of 6 people found the following review helpful. Compelling. Common Sense. Easy to read. Comprehensive. By Davis Liu The only book of its kind, Establishing, Managing, and Protecting Your Online Reputation: A Social Media Guide for Physicians and Medical Practices, is penned by Kevin Pho, MD, "social media's leading physician voice" and guru with co-author Susan Gay. It is a compelling, comprehensive book full of anecdotes of real life successes, references, facts, and figures, and most importantly provides a step by step guide to help doctors new to the world of social media. Like it or not, our reputation is not only word of mouth but also our online presence (or lack thereof) and this book provides guidance, tools, and expertise from a practicing primary care doctor who has done it all. Readers can either tip their toes, go all in, or simply be informed about the virtual world outside of our physical offices where increasingly the public, patients, policy makers, and physicians are engaging and connecting to learn more about each other and shaping future conversations.Regardless of how involved doctors want to be, Dr. Pho is clear - this new world and reality is not going away.I certainly wish I had such a critical guide when I started blogging.For full disclosure, though Dr. Pho did include my opinion about why doctors should be in social media, I learned so much more from his book by reading about other doctors, their journey to becoming involved, and how it, for many, rekindled their love of medicine, improved their medical practices, and helped them define how doctors and patients relate to each other in the 21st century.This is destined to be the "go-to" guide for all current and future doctors and is why I quipped on Twitter before reading it that it would be "the Harrison's of social media".It easily lives up to that standard and is highly recommended.
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