As specialists in healthcare PR, we – Scott Public Relations – were very interested in reading Dr. Kevin Pho’s book Establishing, Managing, and Protecting Your Online Reputation. Kevin Pho is the voice behind the top blog, KevinMD. His new book details similar principles that we recommend to our clients as imperative to success in the healthcare field.

One of the book’s key messages is the importance of social media and online communication. According to Pho, social media is here to stay in the healthcare world, and within the medical profession.

Pho provides valuable insight for his fellow MDs and makes the information relatable by sharing other MDs’ stories and experiences in the online and social world. Social media can foster a relationship not only with patients, but with medical peers as well. MDs also have the opportunity to learn what the external world thinks about their practice. According to a 2012 PricewaterhouseCoopers (PwC) report, one-third of consumers are using social media for health-related issues. As Pho notes, “Patients are not just seeking information about their diseases or symptoms, but increasingly they are looking for information about physicians and hospitals.”

Pho takes a strong, definitive stance on the convergence of healthcare and social media, stating that “Healthcare professionals cannot afford to lose the PR battle online. If that happens, they risk losing their standing as healthcare authorities.” Social media can be used to help win this battle because it gives doctors an opportunity to tell their story, experiences, and opinions, giving a face to the doctor and the practice/hospital. In order to have a long-lasting presence in healthcare, doctors need to be online today. If they’re not online, they are missing out on business opportunities and on developing that relationship with customers that can leads to trust and in the long run, brand loyalty.

In a recent Einsight blog, we discussed the importance of SEOing online content for inbound marketing purposes – a successful SEO campaign will attract or ‘pull’ people to your site and social media profiles looking for certain kinds/pieces of information. Pho mentions SEO in his book as well, noting a 2012 study from BrightLocal which determined what types of local businesses people look for online – 27% of consumers search for doctors and dentists online, compared to a study two years earlier which found only 21% looked online for doctors and dentists.

For those healthcare professionals skeptical of social media, here are a few benefits of using social media:

• Improve visibility of your practice
• Increase patient traffic
• Forge deeper connections with your patients
• Become a strong voice on healthcare issues
• Promote your brand by creating meaningful content

If you’re in healthcare, insurance, technology or other professional services industries, and need help with a social media campaign, contact Scott Public Relations.

In the words of Pho, “Now is the time for all healthcare providers to harness the power of social media, as their patients have.”

Like what you’ve read? Follow Scott Public Relations on Facebook , Twitter, Pinterest, LinkedIn and Google+. For convenient blog updates, sign up for the Einsight RSS feed!