10 Mistakes Urology Practices Make Online

Dec. 18, 2018

How to manage your clinic properly in the digital world

It is well known that healthcare organizations can leverage their online presence to improve patient care. We encourage you to take a step further and ask yourself these questions:

  • Your urology practice information is now online for the world to see; now what?
  • Are you (or online trolls) managing your online provider profiles?
  • What about social media best practices? Are you reaching this audience effectively?

We’ve uncovered some of the most common errors, and how to avoid them:

1.  Not Completing Google Profiles Urology clinics, with the best intentions, oftentimes fail to complete public profiles for their providers. You can control what potential patients find on the first page of Google by completing your clinic profile and individual Google provider profiles.

2. Ignoring Their Online Presence Once providers do have a presence online, many don’t maintain it. What urologists are writing, recording, or talking about will influence consumers’ decisions, at the same time shaping your urologists’ personal brands.

3. Inhibiting Dialogue Some physicians try to stop online dialogue. You cannot stop people from talking about you or your practice—whether it’s good or bad. But you can join the conversations and shape them.

4. Not Upholding Patient Privacy HIPAA still applies to discussions happening on the Internet. Physicians should never disclose or discuss personal health information of patients.

5. Failing to Develop a Social Media Policy Help keep social media behavior under control by establishing a social media policy. 

6. Giving Medical Advice Providers should never give any specific medical advice—keeping the line cut-and-dry between general education and advocacy.

7. Overpromoting Social media is a platform to promote conversations (not your clinic), so keep in mind that you shouldn’t over-promote. A good tip to keep in mind is the 80/20 rule; 80% of posts should offer interesting or valuable content for patients, and 20% of social media posts should be branded or promotional. This also helps with earning trust in the long run.

8. Thinking About Quantity, Instead of Quality There are a number of programs out there that allow you to pay for friends, followers, likes, etc. But there’s no real value in your posts when the people seeing them are not even real people, or people that would never be patients at your clinic. Your credibility will be diminished.

9. Posting Too Frequently Update social media often enough to build a following, however not too frequently that you annoy your audience. How often you should post depends on the social network you are using, your target market, and your social media objectives. For the more popular social media channels, we recommend updating Facebook two to three times a week, Instagram three times a week, Twitter four times a week, and LinkedIn two times a week.

10. Not Utilizing Management Tools Intimidated by the thought of keeping up a presence online? There are several social media management tools, such as Hootsuite, that allow you to control almost all aspects of your social profile from one location, including scheduling updates and monitoring comments.

It is essential that your urology clinic and providers have a properly maintained online presence to remain competitive. It is also imperative that healthcare organizations understand the intersection of medicine, regulatory issues, social media outreach, and digital marketing.

Want to get started, but don’t know how? Contact Mike Milligan by phone (920-544-8102 ext. 101) or email (mikem@golegato.com). We are here to help you navigate the nuances of the digital space.

Website by: Craig Erskine

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