Not Everyone Loves Blogs or A Doc In A Blog
03/13/2006
A Blog Story - On my way back from talking about blogs in Dallas last week, I sat next to a guy who asked if I was on my way to the ACC. Hmmm..thought I..ACC what could that one be? Active Communication Collaborators? Nope. Turns out my flight mate was a doc on his way to the American College of Cardiology Summit.
When he learned that I was doing work in the blog the space, his immediate reaction was to tell me blogs were a waste of time ... nothing more than a bunch of rant opinions and oh by the way, people are getting fired for blogging and colleges are now demanding that students hand over their blogs to them. And who has time to write those things anyway forget reading them. Much too busy.
Sidebar: Interesting article in USAToday about colleges that are expelling students for blog posts.
That might hold some truth, said I, but the applications for business blogging is quite exciting. So I proceeded to enlighten him about some of the cool happenings and the innovative people who are exploring blogs ... Kevin Pho, MD for example. Dr. Pho is a graduate from Boston University Medical School blogging at Kevin, MD Medical Weblog.
Of course I mentioned the great work that Nick Jacobs, Winber Medical Center has been doing, as well as the March of Dimes and the ACS. Oh a hospital blogging? That's a business they can write about things that doctors just couldn't, the friendly, open-to-new ideas doc responded.
Sidebar: And your practice is what? Thought I. A free service open to all? Some how I didn't think so.
Said the doc, what would I write about? Why would I want to do that? All sorts of things, said I. Information about new happenings in the field, how to cope better, a little about you and your staff. And your patients can comment back to you. Since there are lots of docs and people have a choice who they can go to this would give you a competitive advantage. People would really appreciate who you are and understand what makes you different and special.
Sidebar: The good physician looked at me like I gone off the deep end. If he were a shrink I'm betting he would have made a referral before we deboarded.
I don't want to give them that information. There's too much on the internet already, the doc declared. Great opportunity to make sure they have correct information, I replied. But they don't need to know all that, he proclaimed. It would only confuse them. Besides there are not too many physicians, in fact there are not enough. And I'm too busy now. I don't need any more patients.
The old school doc volleyed a last remark, I don't practice medicine that way.
My volley back, Perhaps you need to change the way you practice medicine. If I were you I'd keep on eye on blogs.
With the extent of current and correct information online (yeah sure this is ton of incorrect stuff) dynamics of the patient-physician relationship is shifting from one where the doc held all the answers to one where with a click of a mouse patients .. called often "consumers" have access to as much or more than their healthcare provider.
Way back in 2002 Harrris Interactive's research indicated that 90% of all adults who were internet savvy wanted to communicate with their physicians online.
Another 2002 research study this one by Greenfield Consulting Group and Roper ASW reported that beyond basic criteria (see the Future of Family Medicine Report) patients value the relationship. Couldn't not post a few verbatims:
There are so many doctors that if you're not happy with the relationship you should just leave.
I want a doctor who is interested in me and has genuine concern for me.
I don't want to be treated like a number they should be friendly and caring.
Where is this leading in terms of marketing and blogs?
No matter what my doc flight friend may think, as in so many other industries, his patients have much more control than he realizes. As the research (and common sense) shows us what might be termed "bedside manner" is becoming more critical to patients.
And why not?! People want to do business, and medicine is more than a business, with people they like and who they feel like them too. Yes, credentials and experience may play a more important role in choosing a heart surgeon than a barber or a marketer but as the above patient said - There are so many doctors that if you're not happy with the relationship you should just leave.
Blogs would be a powerful way to help build those relationships. Perhaps (some) physicians should take their cue from (some) biz bloggers. Just a thought....
Read more about medical blogs in Diva Marketing Biz Blog Profiles:
Windber Medical
Center March of Dimes
ACS
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