• Home
  • Practice Focus
    • Facial Plastic/Reconstructive
    • Head and Neck
    • Laryngology
    • Otology/Neurotology
    • Pediatric
    • Rhinology
    • Sleep Medicine
    • How I Do It
    • TRIO Best Practices
  • Business of Medicine
    • Health Policy
    • Legal Matters
    • Practice Management
    • Tech Talk
    • AI
  • Literature Reviews
    • Facial Plastic/Reconstructive
    • Head and Neck
    • Laryngology
    • Otology/Neurotology
    • Pediatric
    • Rhinology
    • Sleep Medicine
  • Career
    • Medical Education
    • Professional Development
    • Resident Focus
  • ENT Perspectives
    • ENT Expressions
    • Everyday Ethics
    • From TRIO
    • The Great Debate
    • Letter From the Editor
    • Rx: Wellness
    • The Voice
    • Viewpoint
  • TRIO Resources
    • Triological Society
    • The Laryngoscope
    • Laryngoscope Investigative Otolaryngology
    • TRIO Combined Sections Meetings
    • COSM
    • Related Otolaryngology Events
  • Search

Social Media a Paradox for Healthcare Professionals

by Rodney Lusk, MD • May 1, 2013

  • Tweet
  • Click to email a link to a friend (Opens in new window) Email
Print-Friendly Version

User Ratings

So how is social media penetrating the medical profession and its institutions? Just as it is in other areas of society—in just about every conceivable way and with widely variable effects.

You Might Also Like

  • Social Media Can Enhance a Physician Practice and Patient Care
  • Mayo Clinic Maximizes Learning Through Social Media
  • Social Media as Health Resource for Otolaryngology Patients
  • Social Media-cine: Get your practice on board with an Internet policy
Explore This Issue
May 2013

Health care institutions that embrace social media have to deal with a double-edged sword: Social media provides a vibrant tool for marketing products and services to targeted patients but, at the same time, allows the institutions only loose control of the information. If a product or service is viewed negatively, the freelance contributors of social media can do a lot of damage. A dissatisfied patient now has a platform to complain not to 10 but to 10 million customers. Institutions have incorporated complaint centers on their own websites to bring issues to light and resolve them quickly, before the damage is beyond control.

An example of this principle is the dynamic rating tools that have permeated product marketing on the Internet. Social media has rendered businesses essentially powerless to control their own public images. The same thing can occur in medicine and, let’s face it, the competitive health care market is big business.

Sixty-eight percent of the 25 largest hospital systems in the U.S., as measured by number of employees, have a social media presence, but only 10 of the 25 largest systems had more than 500 Facebook likes. (This makes our Academy look pretty good.)

Successful Use in Health Care

Examples of hospitals successfully using social media include Facebook pages targeting pregnant mothers, pediatric issues and families of cancer patients. A children’s hospital might use Facebook likes and Twitter followers for fundraising, i.e., $1.00 donated for each like or follower, with a goal of $100,000. Parents of patients are able to share their stories—and, fortunately, most are positive.

As with other businesses, however, there is little control over negative input. Some systems effectively use Twitter as a platform for job postings. Others use it to encourage questions, with answers posted back on Twitter and archived in Q&A pages on the organizations’ websites.

Blogs are also very effective, but underutilized, tools for reaching a target audience. Only three of the largest 25 hospitals effectively utilize blogs at all. One of these hospitals started a blog in response to patients who had been blogging their dissatisfaction with the system.

The key to making these systems effective is staff dedicated to maintaining and responding to inquiries. Without this staff, patient or consumer impressions of the organization can be devastating.

Pages: 1 2 3 | Single Page

Filed Under: Departments, Tech Talk Tagged With: practice management, social media, technologyIssue: May 2013

You Might Also Like:

  • Social Media Can Enhance a Physician Practice and Patient Care
  • Mayo Clinic Maximizes Learning Through Social Media
  • Social Media as Health Resource for Otolaryngology Patients
  • Social Media-cine: Get your practice on board with an Internet policy

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

The Triological SocietyENTtoday is a publication of The Triological Society.

Polls

Do you use AI-powered scribes for documentation?

View Results

Loading ... Loading ...
  • Polls Archive

Top Articles for Residents

  • Applications Open for Resident Members of ENTtoday Edit Board
  • How To Provide Helpful Feedback To Residents
  • Call for Resident Bowl Questions
  • New Standardized Otolaryngology Curriculum Launching July 1 Should Be Valuable Resource For Physicians Around The World
  • Do Training Programs Give Otolaryngology Residents the Necessary Tools to Do Productive Research?
  • Popular this Week
  • Most Popular
  • Most Recent
    • How to: Positioning for Middle Cranial Fossa Repair of Superior Semicircular Canal Dehiscence

    • Endoscopic Ear Surgery: Advancements and Adoption Challenges 

    • The Dramatic Rise in Tongue Tie and Lip Tie Treatment

    • Rating Laryngopharyngeal Reflux Severity: How Do Two Common Instruments Compare?

    • Otolaryngologists Are Still Debating the Effectiveness of Tongue Tie Treatment

    • The Dramatic Rise in Tongue Tie and Lip Tie Treatment

    • Rating Laryngopharyngeal Reflux Severity: How Do Two Common Instruments Compare?

    • Is Middle Ear Pressure Affected by Continuous Positive Airway Pressure Use?

    • Otolaryngologists Are Still Debating the Effectiveness of Tongue Tie Treatment

    • Complications for When Physicians Change a Maiden Name

    • The Importance of Time Away
    • Endoscopic Ear Surgery: Advancements and Adoption Challenges 
    • Reflections from a Past President of the Triological Society
    • ENT Surgeons Explore the Benefits and Challenges of AI-Powered Scribes: Revolutionizing Documentation in Healthcare
    • How To: Open Expansion Laryngoplasty for Combined Glottic and Subglottic Stenosis

Follow Us

  • Contact Us
  • About Us
  • Advertise
  • The Triological Society
  • The Laryngoscope
  • Laryngoscope Investigative Otolaryngology
  • Privacy Policy
  • Terms of Use
  • Cookies

Wiley

Copyright © 2025 by John Wiley & Sons, Inc. All rights reserved, including rights for text and data mining and training of artificial technologies or similar technologies. ISSN 1559-4939