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Doctors Need to Be Where Their Patients Are: Online

If knowledge is power, then content (in proper context) is king. Why am I online blogging, pushing content through my website and even interacting on Facebook, Twitter, Google+, Pinterest and many other sites?  Because my patients are there. Increasingly, they are utilizing the Internet to self-diagnose; to look for “second opinions” from peers and friends; to research a physician, recommended treatment, or hospital; or to find the latest information on their disease.

Studies suggests that patients forget more than 50 percent of what they are told in the doctor’s office. Add to that misremembering or misinterpretation, and the information holes grow even larger. What happens to the holes when these individuals get home? Research shows that consumers trust the recommendations of peers or friends far above those of any advertisement. And where are people interacting with those friends? Where are they searching? In many instances, online. They are sharing useful information, and this includes health concerns, treatment protocols, and medications. When patients feel they can’t turn to their doctor for answers, pulling information from the Internet is an easy, efficient, and logical choice.

Medicine and healthcare are undergoing massive changes; more and more regulations and obligations eat into physicians’ clinic time. Reimbursements have dropped, and as a result many doctors have felt they needed to increase their appointment load and decrease the time they spend on each. For patients, that translates to less time with their physician, less learning, more questions, more doubt, and sadly, more fear. Their antidote is Google.


The root word for doctor is “docere,” or “to teach,” and our patients are making decisions based on what they read online. We as physicians have a moral obligation to be sure that the information they are receiving is accurate. If we do not have the time to teach our patients while they are in the clinic, we need to be present where they are to address their residual questions, hesitancy, and fears (often due to lack of knowledge), and also to aid them through their medical decision-making process. In short, we need to be active in producing or curating online medical content to aid our patients. 

Doctors often believe that they need to spend hours upon hours coming up with content; they believe there is too much risk involved in “tweeting” or putting a post on Facebook. Yet most studies show that physician content and social media interactions are perfectly appropriate. You know the rules – follow them. You do not need to be an active writer; you already answer the same questions day in and day out. Why not just sit and dictate the answer to those questions and post them online? Don’t want to hire a professional? Don’t. Tumblr, Posterous, and other such sites make it simple to set up a site for content in minutes. Still don’t want to create content? Fine – then share links to accurate, actionable, and useful information on Twitter or Facebook.

We are physicians; our job is to lead patients toward health. We owe it to them to be sure that the information they are reading is of the same quality as we would give in our office, or want to get if (or, rather, when) we looked in the mirror and saw a patient staring back.

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Doctors Share Their Biggest Marketing Mistakes

Howard Luks, MD, is an orthopedic surgeon with offices in Westchester and Duchess Counties. He is an associate professor of Orthopedic Surgery at New York Medical College, and serves as chief of Sports Medicine and Arthroscopy at University Orthopedics, PC andWestchester Medical Center. Follow him on Twitter @hjluks.

Comments (9)
  1. The article above raises some interesting points. My medical practice in the UK published a guide on how to use social media to promote your practice and improve uptake of medical services by patients.

  2. […] Read the source article at The Doctor Blog by Zocdoc […]

  3. Great post, As we know online consultation are increasing rapidly and many people are preferring online medical service so definitely in near future demand will be more for it. The reason people are looking for online medical service is, in this digital era people are very smart and very busy. They are looking for the comfortable way . So by sitting at home if people are getting medical service over phone,video conference and chat then definitely online medical service will be the future. More and more doctors are also trying to tied up with many online medical sites, recently i have come across with a site called . It provides really good service and as a satisfied user i found this site very useful.

    1. I agree with your points. Through online consultation websites we will get instant expert opinion from doctors without waiting in a queue at hospital. is one of the online consultation websites.

  4. Great Points, Well digital technology is increasing the online visibility of doctors. Doctors & medical students are finding opportunities to join online medical consultation companies. eVaidya is one of the leading Online medical consultation site in india . It is a platform where patients can meet with doctors online by sitting at home. More than 8000 Doctors are online 24/7 where patients can choose their specialists and consult them . They are providing genuine medical solutions. I think it is the best way to consult a doctor rather then going to hospitals. I must say online doctor consultation would be the future of healthcare industries.!/home

  5. piyu

    The post above is seriously good, this online service is definitely helpful. It forms a bridge between patients and doctors. The online interaction is going to make a huge difference in upcoming days by providing 24*7 services.I have seen a site which might help u mediklik

  6. The above article is really good, App is more easy way to consult a expert doctors and choose our doctors. Thanks for sharing this article.

  7. Online doctor appointment booking is now a trend that influence the lifestyle of people in getting their Medical Appointments. You are flexible to book your appointment anytime, from anywhere you are. Why should You Choose online appointment booking? Find more at

  8. Nice Article. I find your opinion quite interesting.

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