For example, if a dermatologist is consistently active on social media, reads articles, and engages with patients, providers, professional societies, and manufacturers regarding new studies on emerging systemic medications being introduced into the market, if well argued, they can position themselves as experts on the topic.
īeyond using social media to establish their reputations, physicians can also be active in public and private group conversations and build their reputation around their specific expertise. Similarly, another study of dermatologists located in New York City found that the presence of a physician on social media was associated with increased ratings of physicians by patients. For example, one study demonstrated the importance of social media for dermatologists building their own practices select groups of patients, such as younger patients, often reported valuing a dermatologist’s social media in selecting their provider. By strategizing and intentionally focusing on the messaging utilized, physicians can foster their own reputation, which can support them in achieving their own goals.
Regardless of a physician’s attitude to their reputation, it will exist nonetheless, and social media may prove a useful tool for intentionally shaping reputation, rather than it being defined by others’ perceptions. One factor that contributes to achievement of personal and professional goals for physicians is reputation. In this article, we discuss reasons physicians should adopt social media, roles for their effective use, and potential challenges they may face in the process.
These benefits do not come without risks, however, as physicians can be misinterpreted, held accountable for messages deemed inappropriate, and be at risk for causing breaches of privacy. The use of social media by physicians comes with numerous personal and professional growth benefits such as networking, sharing research, and even learning from patients. As social media has become a mainstay in peoples’ lives, the need for physicians on these information-sharing platforms has increased as well.
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