CHICAGO - Social media outlets such as Facebook, Twitter and LinkedIn have grown to be incredibly influential in business and personal lives, but are they really the place to be for diagnostic imaging practices?
A vast majority of practices say “yes.” During an interactive session at RSNA 2013, nine out of 10 (91.7 percent) participants agreed practices should have a presence on social media. And with that involvement could come criticism.
The chatter generated on the social media can have “more impact on your practice’s reputation than your best marketing efforts,” said speaker Abraham Seidmann, PhD, a professor at the University of Rochester’s Simon School of Business in Rochester, NY. “Eighty-two percent of patients say that online reviews affect their decision to visit a doctor. Why do they rank us? Sometimes because they’re happy and sometimes because they’re not. You have to monitor your comments from the outset.”
With its “Like” and comment functions, Facebook has become a key platform for reviewing medical providers, alongside general ratings sites such as Yelp! and healthcare-focused resources such as ZocDoc. “Many patients already use social media to share and rate their experiences with healthcare,” Seidmann said. “Public ratings have become important differentiators among healthcare organizations and providers.”
And while the power of a review declines as it ages, 91.8 percent of attendees agreed that negative reviews have much more impact than positive ones.
In many cases, Seidmann said, social media corrects what might be considered failures in the offline world. For instance, social media makes what otherwise might be challenging tasks such as keeping up with old friends, networking and looking for work simple. “Say you want another job,” Seidmann said. “One alternative is that you come to RSNA and give out your business card, and your boss asks you about it later. The other alternative is LinkedIn.”
A company can take one of two digital strategies on an outlet like Facebook, Seidmann said. It can set up a static company or “brand” page that potential customers can seek out. But, he noted, few people wake up and say, “What a great day! I think I’ll look for a good radiologist.” The other alternative is social strategy that uses a platform such as Facebook Connect to improve existing relationships and build new ones.
Once a presence is established, new analytical software technologies can identify positive and negative reviews from common keywords to determine how one’s reputation stacks up, and as established leaders in records management and diagnostic software use, radiologists are well-positioned to take advantage of such technologies. “We can and should use big data and social media at our healthcare organizations to better serve our rapidly growing, global patient population,” Seidmann said.
“Can online comments predict patient satisfaction?” he asked. “Yes. One big-name physician got bad reviews for his bedside manner and had to leave his practice. It’s not the outcome - it’s how a patient feels about the outcome.”
Social Media Matters for Radiologists
CHICAGO - Radiology practices should establish a presence on sites like Facebook, LinkedIn and Twitter. Here’s why.
CHICAGO - Social media outlets such as Facebook, Twitter and LinkedIn have grown to be incredibly influential in business and personal lives, but are they really the place to be for diagnostic imaging practices?
A vast majority of practices say “yes.” During an interactive session at RSNA 2013, nine out of 10 (91.7 percent) participants agreed practices should have a presence on social media. And with that involvement could come criticism.
The chatter generated on the social media can have “more impact on your practice’s reputation than your best marketing efforts,” said speaker Abraham Seidmann, PhD, a professor at the University of Rochester’s Simon School of Business in Rochester, NY. “Eighty-two percent of patients say that online reviews affect their decision to visit a doctor. Why do they rank us? Sometimes because they’re happy and sometimes because they’re not. You have to monitor your comments from the outset.”
With its “Like” and comment functions, Facebook has become a key platform for reviewing medical providers, alongside general ratings sites such as Yelp! and healthcare-focused resources such as ZocDoc. “Many patients already use social media to share and rate their experiences with healthcare,” Seidmann said. “Public ratings have become important differentiators among healthcare organizations and providers.”
And while the power of a review declines as it ages, 91.8 percent of attendees agreed that negative reviews have much more impact than positive ones.
In many cases, Seidmann said, social media corrects what might be considered failures in the offline world. For instance, social media makes what otherwise might be challenging tasks such as keeping up with old friends, networking and looking for work simple. “Say you want another job,” Seidmann said. “One alternative is that you come to RSNA and give out your business card, and your boss asks you about it later. The other alternative is LinkedIn.”
A company can take one of two digital strategies on an outlet like Facebook, Seidmann said. It can set up a static company or “brand” page that potential customers can seek out. But, he noted, few people wake up and say, “What a great day! I think I’ll look for a good radiologist.” The other alternative is social strategy that uses a platform such as Facebook Connect to improve existing relationships and build new ones.
Once a presence is established, new analytical software technologies can identify positive and negative reviews from common keywords to determine how one’s reputation stacks up, and as established leaders in records management and diagnostic software use, radiologists are well-positioned to take advantage of such technologies. “We can and should use big data and social media at our healthcare organizations to better serve our rapidly growing, global patient population,” Seidmann said.
“Can online comments predict patient satisfaction?” he asked. “Yes. One big-name physician got bad reviews for his bedside manner and had to leave his practice. It’s not the outcome - it’s how a patient feels about the outcome.”
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Where Things Stand with the Radiologist Shortage
A new report conveys the cumulative impact of ongoing challenges with radiologist residency positions, reimbursement, post-COVID-19 attrition rates and the aging of the population upon the persistent shortage of radiologists in the United States.
The Reading Room: Information-Blocking and Interoperability Compliance
Matthew Michela, President and CEO of Life Image, discusses ONC information-blocking rules and strategies practices can take to ensure compliance.
How to Successfully Launch a CCTA Program at Your Hospital or Practice
Emphasizing increasing recognition of the capability of coronary computed tomography angiography (CCTA) for the evaluation of acute and stable chest pain, this author defuses common misperceptions and reviews key considerations for implementation of a CCTA program.
The Reading Room: Artificial Intelligence: What RSNA 2020 Offered, and What 2021 Could Bring
Nina Kottler, M.D., chief medical officer of AI at Radiology Partners, discusses, during RSNA 2020, what new developments the annual meeting provided about these technologies, sessions to access, and what to expect in the coming year.
No Politics in the Radiology Reading Room
Refraining from expressing one’s political viewpoints in the workplace needs to be reemphasized.
Mammography AI Platform for Five-Year Breast Cancer Risk Prediction Gets FDA De Novo Authorization
Through AI recognition of subtle patterns in breast tissue on screening mammograms, the Clairity Breast software reportedly provides validated risk scoring for predicting one’s five-year risk of breast cancer.