HCPs & Social Media: Bridging the Virtual and Real Worlds
Umar Siddiqui, MD is Medical Director at LiveWorld and a digital health professional with 15+ years of experience spanning clinical research, health-system leadership, strategy consulting, venture-capital and health technology.
HCPs are engaging with providers and patients on social media platforms more than ever. So, how is the virtual world bridged with the real world?
HCPs are using social media to form communities of interest for sharing cases, medication reviews, and experiences with treatments. They are asking questions and learning from each other, as well as keeping abreast of ever-evolving healthcare trends. The crowd sourcing of information along with immediacy of interaction fits rather well with the fast pace of healthcare delivery, where quick and relevant insights are needed at the point of care. Various platforms that are HCP-centric promote engagement and activity of HCPs through interactive activities such as polls, surveys, quizzes, and incentivized sharing.
HCPs are using social media to engage with patients and educate the broader public. We’re used to the stereotypical digital influencers associated with brands and experiences, and in equal measure glitz and glam. HCPs do it differently, but they are still influencing care delivery, promoting different approaches and thinking, and evangelizing innovation and technology. The end game is that there is shared decision making, patients are empowered, and the healthcare experience is improved. Various platforms enable HCPs to have a soundboard allowing their insights to be shared more broadly and prominently.
HCPs are using social media to offer the public a glimpse into their day-to-day lives in practice. Healthcare is a business at the end of the day, albeit one where things go beyond dollars and cents. Just as patients are dealing with adversity and challenges, HCPs are no different. The snapshots into the humanistic side of HCPs allows the public to better understand and hopefully appreciate what all it takes to deliver uncompromised care and attention. Various platforms that are public-facing encourage this personalized and authentic content sharing of photos and videos, as it offers HCPs a place to build their professional brand and showcase their clinical expertise.
HCPs are using social media to craft thought leadership and point of views and developments in their respective fields of involvement and interest. This can range from clinical research and medical articles to policy shifts and trial data. Among peers, there’s engaging conversations and insights being shared in real time. With the frenetic pace that news and information is seemingly delivered as of late, HCPs can be on the pulse of emerging trends and topics. Various platforms that are HCP-centric address the need for credible and reputable sharing, so there’s no-spin and no-fake news.
And lastly, HCPs are using social media to professionally develop with flexibility and convenience. They are afforded a myriad of opportunities for learning and development, along with completing requisite continuing medical education on their own schedule. There is also the ability to network with peers, and reconnect with past classmates, cohort trainees, and fellow staff members. Various platforms that are HCP-centric share clinical jobs and professional opportunities, as well as present interesting and compelling ways to learn and stay connected with others.
Discover the opportunities for marketers to find, reach, and influence HCPs using social media in this on-demand webinar HCPs are Changing Channels featuring Umar Siddiqui and his collegues.
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