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Published by: David Nordella 09-27-2012  |  POSTED IN: Twitter Thursdays

Digital Reputation Management for Physicians

 
I first met Cindy Rakowitz at a ProVisors social networking meeting. (ProVisors is a group in Southern California composed of well over 2,000 professionals and trusted advisors that meet for the benefit of their clients: http://www.provisors.com/.) She was, and is, the CEO of Blackman Rakowitz Public Relations.
 
Cindy is now the Editor of the ProVisors group’s monthly newsletter. She has spoken and moderated panels at lunches held for hundreds of ProVisors members. Her presentation “WHO WENT BEHIND THE IRON CURTAIN TO TEACH CAPITALISM?–PLAYBOY!” was very, very funny.
 
Cindy has written a book that is not so funny but is definitely informative. “ Emergency Public Relations; Crisis Management in a 3.0 World” addresses reputation management in our world of 24 hour news cycles. I recommend that you read it before you need it.
 
Digital Reputation Management for Physicians
 
By Cindy Rakowitz
 
Physicians and medical practitioners always had to manage their reputations in the physical world. Hospitals, private practices and wellness centers rely on communications professionals to advertise their business, orchestrate press conferences, educate the public and manage information. The stakes certainly changed in the digital world where bad news spreads like wild fire. Using the internet and social media, we can identify and respond to negative press immediately, in real time and while it is happening. In today’s internet world, a lot of information about us is public. The fact that many of us do not have control over news dissemination has changed communication management. One bad email, one bad review on a social media site, or one misguided post on Facebook can kill a reputation immediately– particularly in the world of medicine. Physicians have to realize that the First Amendment protects websites like Yelp. Physicians today have to:
 
Monitor what is posted on the internet about their practice
Become the best source of information about themselves
Create websites, manage search engine optimization and promote their practice via
social media
Post recommendations from patients and colleagues
Educate the public about the newest developments in their area of expertise
Many physicians today understand that it is mandatory to manage their online reputations,
particularly if they are marketing a private practice. The physicians who are not proactively
managing their online reputations are calling crisis management/public relations specialists
when they receive negative reviews or encounter an unanticipated news event.
 
Dr. Garth Fisher for example, knew the importance of marketing before social media existed. He made it his business to know who he was when Hugh M. Hefner relocated me from New York City to Los Angeles. As a plastic surgeon, he knew that a division president from Playboy Enterprises was a terrific referral source. Today, he enjoys global recognition from the ABC Television show Extreme Makeover. Naturally, he seamlessly transitioned to digital marketing with 14000 plus followers on Twitter as @GarthFisherMD.
 
In her newest venture, Dr. Michelle Reyes understood the competitive nature of private practice and has become a successful marketer in both the physical and digital worlds. An Ophthalmologist since 1997, Dr. Reyes regularly utilized Botox in her treatment of eye conditions. When approved for cosmetic use in 2002, Dr. Reyes was able to meet her patients
overwhelming requests for Botox to improve aesthetic appearance. As her patient list continued to grow in 2007, The Med Spot was born out of passion and necessity. She expands her reach through web-based marketing, particularly through Facebook; community service; promotions and special events.
 
Physicians in private practice should think about how the consumer will find their names if they are researching information about their health. A podiatrist should provide information on their websites about foot and ankle disorders and ensure optimization through internet marketing (Search Engine Optimization) and social media outreach. As medicine continues to proliferate in special areas of expertise, so does the opportunity to market through providing educational information.
 
Whereas web development and Facebook have become popular with Physicians, Twitter is under-utilized. Physicians should understand that Twitter is speedier than any other social network. The platform allows communication in real time allowing physicians to engage in conversation with large audiences. This provides an enormous competitive advantage. The 140-character tweet can include short URLs to broadcast blogs, photos, videos and audio files. A number of individuals and organizations have hundreds and thousands of followers on Twitter directing these engaged audiences to their websites. Government agencies are building networks through Twitter to disseminate information for public health alerts and emergency
evacuation.
 
There is plenty of information available about how to use Twitter but the prerequisite is creating a username or handle to brand yourself. Keep it short and use it to identify what you do. For example, @TheKidsDoctor is a Pediatrician. Just click into www.twitter.com, start an account and check for username availability. The site responds immediately on whether or not
the name is available.
 
@MedicalMarCom provides lists of physicians who are using Twitter along with their usernames. While navigating the website for this blog, the founder, Joe Hage began communicating with me in real time. A new contact was made in less than a minute–a simplistic example of how effective Twitter Power can be.
 
*@ is the public connection tool used in all Twitter communication.
 
Blackman Rakowitz Public Relations CEO Cindy Rakowitz is a highly respected, award-winning executive with more than 25 years experience in marketing, communications, public relations, promotions and product development. Prior to starting her own agency, she was a division President for Playboy Enterprises, where she ran global public relations, marketing, advertising as well as the modeling agency for over 15 years. She is the co-author of Emergency Public Relations; Crisis Management in a 3.0 World published this year.
 
Cindy Rakowitz
CEO, Blackman Rakowitz Public Relations
(818) 783-3307
BR Public Relations
16000 Ventura Blvd, Suite 1000
Encino, California 91436
@Brandmouth
Thanks for reading. Jason.
P.S. Don't forget to subscribe below to this blog.
 
About Jason Ciment
Formerly an attorney and CPA, Jason has been working online since 1997. His columns on affiliate marketing can still be found on www.Clickz.com and his book on search engine optimization can be found at www.seotimetable.com.

This blog is published 4x per week and covers website design and SEO tips as well as a wide range of tips and advice for working and living online more efficiently and enjoyably.
 

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