Establishing, Managing and Protecting Your Online Reputation: A Social Media Guide for Physicians and Medical Practices
Paperback
The availability of 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 they’re not afraid to use it. Bottom line: If physicians don’t take steps to define themselves, patients will.
Kick off your social media efforts today with Establishing, Managing and Protecting Your Online Reputation: A Social Media Guide for Physicians and Medical Practices, a comprehensive resource not available anywhere else. In addition to unique insights from practicing physician and social media pioneer Kevin Pho, MD, 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. Don’t let others define you on the web. Take control of your online reputation now!
From the Foreword, Robert M. Wachter, MD, says, "… whether we like it or not, our online reputation is becoming the main prism through which we will be known – to colleagues, to friends, to patients, to prospective employers … With this realization comes the recognition that we can no longer afford to be passive observers of our online persona."
Notable Features
Written by Kevin Pho, MD, and Susan Gay. Dr. Pho's blog, KevinMD.com, is social media's leading physician voice, with over 100,000 subscribers on Facebook, Twitter, Google+, LinkedIn, and RSS. He is a contributor to USA Today, CNN, and the New York Times, and has been cited regularly by major media. Susan Gay is a content strategist known for her foresight in creating ground-breaking publications.
Backed by evidence, enhanced with stories! Anecdotes and case studies from social media leaders like Vineet Arora, MD, Katherine Chretien, MD, Natasha Burgert, MD, Dave deBronkart, Susannah Fox, Howard J. Luks, MD, Kerri Morrone Sparling, Wendy Sue Swanson, MD, and Bryan Vartabedian, MD.
The Foreword is written by Robert M. Wachter, MD, professor of medicine at the University of California, San Francisco. His blog, Wachter's World, is one of the nation's most influential, and Modern Physician has ranked him as one of the 50 most influential physicians in the U.S. for each of the last five years, the only academic physician to achieve this recognition.
Endorsements from Abraham Verghese, MD, Eric Topol, MD, Jerome Groopman, MD, Pamela Hartzband, MD, George Lundberg, MD, Paul Levy, Sandeep Jauhar, MD, Mike Sevilla, MD, Susan Turney, MD and many others.
What the book covers:
Why an online presence is important for doctors.
How patients use social media to find physicians and medical practices.
A step-by-step guide for how practices can brand themselves on the major social media sites (LinkedIn, Facebook, YouTube, Twitter, Google+, blogs) and drive Google traffic through content.
Profiles of the major ratings sites, including Vitals, Yelp, RateMDs.com, Angie’s List, ZocDoc, Healthgrades and Google+ Local.
Tips to protect and manage your online reputation.
How to respond to online reviews.
Online professionalism guidelines and best practices.
Benefits:
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.
Online reputation management advice is often scattered on the web, requiring time and effort to find. This book consolidates this information in a single, handy resource.
Doctors and office managers know they need to "get involved with social media" but don’t know how or where to start. This book allows them to immediately tap into authoritative insight – in a calming way – not in an alarmist manner.
Instructions on how physicians can proactively create content and harness the power of social media to define an online reputation and provide better care for patients.
The practical format allows the reader to pick and choose from the sections most important to their practice.
Kevin Pho, MD, is a board-certified internal medicine physician and founder of KevinMD.com, which Forbes called a “must-read health blog.” Klout named him the Web’s top social media influencer in healthcare and medicine, and CNN named @KevinMD one of its five recommended Twitter health feeds.
Transforming his social media presence into a mainstream media voice, he has been interviewed on the CBS Evening News with Katie Couric, and his commentary regularly appears in USA Today, where he is a member of its editorial Board of Contributors, as well as CNN and the New York Times. His opinion pieces highlight the challenges real world doctors face, ranging from the primary care shortage to the epidemic of physician burnout.
His dual perspectives as a practicing physician and a healthcare social media leader contribute to his unique social media journey. He shares his story in keynotes nationwide, with audiences that include the PRSA Health Academy, Healthcare Internet Conference, Massachusetts Medical Society, American Academy of Otolaryngology, Texas Medical Association, National Council for Community Behavioral Healthcare, and PAINWeek.
Kevin practices primary care at Nashua Medical Group in Nashua, New Hampshire. He received his medical degree from and completed his residency at Boston University School of Medicine, and is a member of the New Hampshire Union Leader’s 2010 class of New Hampshire’s 40 Under Forty. He lives in Nashua with his wife and two daughters.
Susan Gay is a medical publisher and content strategist with over 25 years experience in medical publishing leadership. Known for her foresight and vision in creating groundbreaking publications, she has published several hundred books, journals, and multimedia products, many of them market leaders. Her creative imprint can be seen in such pioneering works as The 5-Minute Clinical Consult and the Netter Collection reference works.
As vice president and publisher at Williams & Wilkins (now Wolters Kluwer Health), Susan was the first clinical publisher to apply branding strategies to a clinical publishing program. Earlier in her career, she was an award-winning editor at Mosby and served as president of the American Medical Publishers Association.
As the digital era began to fundamentally reinvent medicine and healthcare delivery, Susan created her own firm to focus on providing multichannel content, creating greater brand awareness for professional information products, and helping publishers and societies extend their existing portfolios. She has worked with many companies and societies in the medical field including: American Medical Association, American Academy of Pediatrics, Sage Publications, Medcases, Springer, MediMedia, Lippincott Williams & Wilkins, Elsevier, Harcourt Health Sciences, and Thomson-PDR.
Through it all, Susan has had a keen eye toward the forces that shape medical practice. With a knack for identifying trends, Susan is known for recruiting and collaborating with cutting-edge authors to deliver much-needed information to practicing physicians. Today, she is focused on the digital future of healthcare and all that it means for clinical medicine, medical education, and information delivery. She has leveraged her experience in creating brands of information to help individual medical practices establish their own brands on the Web. Her partnership with Kevin Pho on this book has been instrumental in shaping one of the most important emerging concepts in the practice of medicine—that of creating a personal brand through social media.