I was flipping through some of Lee Aase’s slides recently and he made a point that I can’t seem to get out of my head. Social media, says Lee, will not make up for a bad product offering.
Lee was referring of course to hospital service. But the same wisdom can be applied to what doctors offer.
So how’s our offering? Do doctors give patients the time and attention necessary to address their unique concerns and educational needs? Not always. This isn’t necessarily the fault of the physician but it looks that way in the exam room where the problems of our healthcare system are most obvious.
When I listen to patients they want doctors who are accessible, responsive and interested. Then there’s the suggestion that the availability of physicians through social platforms is the fix. It’s said that we should be connected with out patients. The Conversation, after all, makes everything better.
But technology will not fix a strained relationship. Facebook is just a medium. It’s people and their passionate interests that make things happen. Social engagement, online or off, requires a dedicated interest in
sharing and listening.
The medical profession is under the gun. As doctors we’re preoccupied with third party payers, malpractice premiums, and keeping the lights on. It’s not why we got into it but it’s where we’re at.
It’s a tough time for doctors to engage. Twitter won’t fix that.
{ 5 comments… read them below or add one }
Is it a tough time for doctors to engage or tough for them to have the time to engage? I don't think that you mean to imply that doctors don't want to engage with patients because they have other concerns or don't trust them. I think you are saying that they just don't have the time.
If that is the case then I agree that a concern about using social media is that it will just take up more time. In the end, it could lead to even better care for patients which might be worth the extra cost (of having more health care professionals) of delivering the improved service.
I work in the UK and we have other pressures. I'm curious about how other doctors in the UK feel about what you have written.
Brian,
You're right that Facebook won't fix the patient-doctor relationship. It would be like suggesting that a telephone could improve a marriage. Facebook and telephones are tools, and nothing more. If the basis for the relationship isn't there — meaning proactive and engaged listening, the foundation for respect — then all the tools in the world won't help.
You're also right that there are reasons — and they are fair ones — that doctors aren't as engaged with their patients as they should be. But having reasons doesn't help unless those reasons are clear to patients. Unfortunately the majority of patients don't even know reasons exist, much less understand what they might be.
Yes, engagement, in the form of being candid and sharing the truth — sharing those reasons and the reality of our broken system — is what is fair and right, no matter which tools are used to engage.
Thanks for the link and the good thoughts. It really is about the relationship and not the tools, but the tools CAN make it easier to maintain the relationships. But you're right that if there isn't an interest and passion behind their use, the tools themselves won't do the trick. And I can understand how the preoccupation with keeping the practice together can sap the energy needed for effective engagement.
Nice article. The doctor-patient relationship is developed over time and conversation. With a good relationship, trust is developed over time. There is a really good book that I recently read called "Time to Care" by Norman Makous, M.D.
He believes that this relationship is a critical part of understanding the patient’s medical situation, making a diagnosis, and applying effective treatment. I learned the difference between individualized medicine and truly personal medicine. The former takes advantage of genetic technology, while the latter involves care for the patient. http://normanmakous.com/
Can i have more info on this ?
Regards
Willam