Dr. Graf was on the panel of Pinteresting Session: Vlogs, cialis no rx Blogs, viagra generic viagra Twitter, and More this weekend at the Cosmetic Surgery Forum 2012. Read the recap below to find out how Dr. Graf and other top dermatologists are utilizing social media to engage with patients and educate their readers.
The goal of social media is to create a “never-ending cycle” in which patients can click from one of your media outlets to another, feeding into your website, said Doris Day, M.D., clinical assistant professor of dermatology at New York University Medical Center.
Every communiqué should feature “a call to action back to your office, because it’s information people are genuinely interested in. If you have a blog, you can tweet that you have a blog, or a new blog posting. Things that you tweet can also be on your Facebook page, and you can mention that in your blog. There should be as much cross-referencing as possible so that you reach as broad a range of people as you can.”
Regarding specific social media, added Dr. Day, Twitter’s 140-character limit forces clarity and conciseness. “You can get a lot of information out quickly.” Actually, she added, studies have shown that the ideal tweet measures no more than 100 characters. Prime tweeting time is generally between 11 AM and 4 PM, she said.
Furthermore, the most frequently shared tweets often are not about the physician. “It could be general dermatology information,” such as the link between sun exposure and skin cancer, she said.
As for your blog, Jeanette Graf, M.D., said it should be an ongoing, dynamic conversation, with entries no longer than a paragraph (possibly with links to the rest of the story elsewhere). “It reinforces your position as an expert” and allows readers to converse with you. In the latter area, she recommended replying to readers rapidly or risking their wrath. This alone could be a full-time job, she said, which is why many physicians hire or appoint someone to handle it. Dr. Schlessinger concurred and stated he has multiple staff members who contribute to his social media presence. Dr. Altman is assistant clinical professor of dermatology, Mt. Sinai School of Medicine.
Practically speaking, added Emily Altman, M.D., “My blog is the real workhorse. It brings more patients to my website than any other social media. And it’s very important to host the blog on your website.”That’s the only way it will feed traffic in that direction, explained Dr. Altman, a New Jersey-based dermatologist and dermatopathologist.
Regarding the most effective blog entries, said Dr. Graf, “People like things that are different and interesting,” like perhaps a holiday recipe from their dermatologist.
Dr. Schlessinger found that posting pictures of 3 unusual nevi on Facebook and asking followers to guess which one was melanoma brought him 100 “likes” in a matter of days. He stated that one of the people who shared this simple quiz with a friend discovered a melanoma.