Page 36 - Part 1 Navigating Electronic Media in a Healthcare Setting

SVMIC Navigating Electronic Media in a Healthcare Setting

reputations among patients and colleagues, may have

consequences for their medical careers (particularly for physicians
in training and medical students) and can undermine public trust

in the medical profession.”

So, the first thing to do is to consider developing a brand for you

and your practice. In an article in the AMA Wire published on May

21, 2018, the problem of managing an on-line presence was
discussed extensively, noting that, “(U)sing social media channels

and other online tools for promotion can help physicians market
their unique skills to potential patients, educate their communities

about vital health issues and connect with colleagues for local and

even global collaborative projects.”

According to the AMA, the internet has drastically changed how a

patient searches for a physician. “At least 70 percent of patients
shop for physicians online, so a personal brand and online

presence have become essential elements of modern medical

practice.”

Referencing five experts, including past and future AMA presidents,

who recently participated in an AMA Reinventing Medical Practice
Community discussion, The Wire noted the following: “Having an

established personal brand helps build practice awareness and

can offset stray negative remarks,” according to panelist Ravi Goel,
MD, a Cherry Hill, New Jersey-based ophthalmologist and former

chair of the AMA Young Physicians Section.

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