By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
Health Works CollectiveHealth Works CollectiveHealth Works Collective
  • Health
    • Mental Health
    Health
    Healthcare organizations are operating on slimmer profit margins than ever. One report in August showed that they are even lower than the beginning of the…
    Show More
    Top News
    healthy hobbies
    The Importance of Hobbies for Our Health
    September 15, 2024
    Whiplash
    Understanding Whiplash: A Guide For Healthcare Practitioners
    January 22, 2025
    research chemicals and health care
    Chemical Research Drive Medical Breakthroughs
    June 14, 2023
    Latest News
    7 Most Common Healthcare Accreditation Programs: Which Should You Use?
    August 20, 2025
    Hospital Pest Control and the Fight Against Superbugs
    August 20, 2025
    Hygiene Beyond The Clinic: Attention To Overlooked Non-Clinical Spaces
    August 13, 2025
    5 Steps to a Promising Career as a Healthcare Administrator
    August 3, 2025
  • Policy and Law
    • Global Healthcare
    • Medical Ethics
    Policy and Law
    Get the latest updates about Insurance policies and Laws in the Healthcare industry for different geographical locations.
    Show More
    Top News
    Hospitals and Providers Using NHIN (Nationwide Health Information Network)
    March 11, 2012
    Image
    Physicians With High Productivity And Satisfaction Scores Employ Strong Patient-Centered Communication Skills
    May 7, 2013
    My Solution to the Healthcare Crisis
    March 31, 2012
    Latest News
    How Social Security Disability Shapes Access to Care and Everyday Health
    August 22, 2025
    How a DUI Lawyer Can Help When Your Future Health Feels Uncertain
    August 22, 2025
    How One Fall Can Lead to a Long Road of Medical Complications
    August 22, 2025
    How IT and Marketing Teams Can Collaborate to Protect Patient Trust
    July 17, 2025
  • Medical Innovations
  • News
  • Wellness
  • Tech
Search
© 2023 HealthWorks Collective. All Rights Reserved.
Reading: Ask an MD: How Do We Get More Doctors Involved in Marketing and Social Media Strategy?
Share
Notification Show More
Font ResizerAa
Health Works CollectiveHealth Works Collective
Font ResizerAa
Search
Follow US
  • About
  • Contact
  • Privacy
© 2023 HealthWorks Collective. All Rights Reserved.
Health Works Collective > Business > Hospital Administration > Ask an MD: How Do We Get More Doctors Involved in Marketing and Social Media Strategy?
Hospital AdministrationSocial Media

Ask an MD: How Do We Get More Doctors Involved in Marketing and Social Media Strategy?

Deanna Pogorelc
Deanna Pogorelc
Share
3 Min Read
SHARE

Originally published on MedCityNews.com.

It’s a hard truth for healthcare marketers: Consumers don’t want a relationship with your hospital, or your provider network. What they do want is a relationship with a doctor, the person who is actually providing them with healthcare.

More Read

Physician workforce
Talking Sense About the Physician Workforce
Attracting New Patients to Your Medical Practice
Have ACOs Failed to Incentivize Providers?
Doctors and Social Media: What are the appropriate boundaries for the doctor/patient relationship?
It’s In Your DNA: Social Media

Originally published on MedCityNews.com.

It’s a hard truth for healthcare marketers: Consumers don’t want a relationship with your hospital, or your provider network. What they do want is a relationship with a doctor, the person who is actually providing them with healthcare.

That’s why doctors are a crucial part of any institution’s marketing and social media strategy. But if that’s the case, then why is it such a struggle to get doctors to buy into that?

A lot of it has to do with their busy schedules, of course. But Dr. Russell Faust, who runs a social strategy consultancy for healthcare called Annica Media, surveyed physicians at his client hospitals last year and found that another big reason was fear — fear of the unknown, of HIPAA violations or of developing a negative reputation.

There are a few things marketers can do to help knock down those barriers. Since most institutions won’t provide financial incentives for physicians to blog or use social media, they need to feel rewarded in some other way, Faust said.

Physicians are teachers by nature, and a big part of their job is educating patients, so creating educational content can be an extension of that. It also has the potential to save physicians time, Faust suggested. To find ideas for useful web content, start by asking doctors what instructions they repeat multiple times a day to different patients, and follow up by asking them to contribute to an instructional video or article on that topic.

Then make that process frictionless for them. The same is true for establishing a social media presence for a key physician. Faust recommended that the marketing department create accounts and upload photos and bios for the physician, so that he doesn’t have to spend his time doing the legwork. The process will be smoother for him, and the marketing department will be able to keep a consistent feel across all of its organization’s accounts and ensure that they’re all in line with the organization’s social media policy.

Lastly, follow up with doctors who lend their time and expertise. To build long-standing relationships with physicians, show them the bump in traffic the hospital’s website got from a photo or video. Or show them the bump in registrations to the clinic as a result of uploading physician photos and videos. “Physicians aren’t afraid of data,” Faust said. “Show them your analytics.”

TAGGED:marketing
Share This Article
Facebook Copy Link Print
Share

Stay Connected

1.5kFollowersLike
4.5kFollowersFollow
2.8kFollowersPin
136kSubscribersSubscribe

Latest News

travel nurse in north carolina
Balancing Speed and Scope: Choosing the Nursing Degree That Fits Your Goals
Nursing
September 1, 2025
intimacy
How to Keep Intimacy Comfortable as You Age
Relationship and Lifestyle Senior Care
September 1, 2025
engineer fitting prosthetic arm
How Social Security Disability Shapes Access to Care and Everyday Health
Health care
August 20, 2025
a woman explaining the document
How a DUI Lawyer Can Help When Your Future Health Feels Uncertain
Public Health
August 20, 2025

You Might also Like

physician_sunshine-act
BusinessFinanceHealth ReformHospital AdministrationPolicy & LawPublic Health

Countdown to the Physician Sunshine Act: Gloomy Days Ahead

August 2, 2013

Secure Use of Social Media: Ensuring the Privacy of Protected Health

December 12, 2012

Meaningful Use, VNAs, and Addressing the Challenges Each Present

December 18, 2013
Social Media

Social Media: Pharma Industry Considers Patient Engagement a Must

February 12, 2012
Subscribe
Subscribe to our newsletter to get our newest articles instantly!
Follow US
© 2008-2025 HealthWorks Collective. All Rights Reserved.
  • About
  • Contact
  • Privacy
Welcome Back!

Sign in to your account

Username or Email Address
Password

Lost your password?