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Usage of Social Media in HealthcareSocial media is the future of communication, is changing the face of the healthcare sector rapidly and is impacting the way this sector interacts. It is a collective of online communications channels, dedicated to community-based input, interaction, content-sharing and collaboration. The different types of social media channels used in the healthcare sector attract specific audiences for different purposes.Healthcare professionals need to understand that social media presents itself with great opportunities and benefits, such as reaching and communicating with patients and the public, engaging in health-related discussions and networks,

and increasing awareness of the various healthcare services available. However, social media also has potential risks involved and can be detrimental to the overall practices’ reputation as well as both the patient and public’s trust and confidence.

“ 60% of doctors say social media improves the quality of care delivered to patients.” ( Source: Demi & Cooper Advertising and DC Interactive Group)

“ 31% of health care professionals use social media for professional networking.” (Source: MedTechMedia)

It is important to remember that anything that a practice posts on social media is immediately in the public domain and can be easily copied and redistributed without the practice’s knowledge or consent. You should presume that everything that you share online will be there permanently and widely available.

With regards to posting content, you will need to ensure that all content has a connection with or is referenced to your practice, and is reviewed and finalised prior to being posted on the relevant social media platforms.

When communicating and advertising your healthcare services publicly, all healthcare professionals must:

1. Maintain and protect patient confidentiality.

2. Treat colleagues fairly and with respect.

3. Maintain a professional boundary between your practice and your patient.

4. Ensure the practice’s conduct justifies your patients’ as well as the public’s trust in the overall profession and what you stand for.