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Nurturingadialoguewithpatients iswin-win.While
as adentist youwill gainvaluable insight into their oral
health routineandclear upanymisunderstandings,
your patientswill feel theyhave the information
necessary tomake informeddecisions.
TheRoleof SocialMedia
While face to facecommunicationmaybebest,
there is a role for socialmedia indentistry. Social
mediaplatforms are simplyanotherway tohavea
conversation—albeit apublicone.
For dentists, engagingwith thepublic through social
mediacould reinforceyour professional reputation,
serveas a sourceof valuable information, and
encouragemoredialoguewithyour patients.
For example, adentist’s Facebookpage
could includeoffice location information,
emergencycontacts, and links tooral health
care tips. Posting fairly regularlycanalso
serveas a reminder for your patients tobook
their next appointment or contact your office
withaquestion.
Fromamorepassiveperspective, beingpresent on
socialmediawill allowyou togainvaluable feedback
onyouandyour practice. Patientsmay turn toa social
media site tocomment on theoral healthcare they
received. This feedback couldhelpyoudevelopaspects
of your practice. Evennegative feedbackprovides an
opportunity to learnand improve.
Withmoreandmorepeopleusing socialmedia to
find information, get the latest news andevenfind
recommendations for adentist, havinganonline
presencecanhelpyou reachcurrent andpotential
patients.
ProceedwithCaution
But for all thebenefitsof engagingon socialmedia,
there remains aneed tobecareful.Whatever youwrite
or post on theweb is in thepublic
domain. Evenwhendeleted, there
areways to retrieve thedata.
Furthermore, dentistshavea legal
responsibility toensurepatient
confidentiality.
Provincial acts regulatinghealth
informationoutline that, “individually
identifiable information includes any information that
relates to thepast, present or futurephysical ormental
healthof an individual, or provides enough information
that leads someone tobelieve the informationcould
beused to identifyan individual.” Identifiablepatient
information, including images, shouldnever beposted
onlineor shared inelectroniccommunications.
It’s also important to stayprofessional. Socialmedia
canblur the linebetweenyour privateandyour
professional lives. Just likeyouwouldmaintaina
professional rapportwithpatients inyour office, be sure
to keepyour personal lifeprivateon socialmedia.
a
SocialMedia Primer
Nomatter if it’s Facebook, Twitter or Instagram, if youare thinkingabout engaging on socialmedia, consider these guidelines:
Familiarizeyourselfwith,andadhereto,yourprovincial regulatory
advertisingandsocialmediabylaws,standardsandguidelines.
Postusefulandrelevantoralhealth information.
Haveasocialmediapolicy,especially ifotherstaffmemberspromote
yourpractice.Afterall, it isyourreputationatstake.
Engage in friendlyconversation,withoutdisclosingpatient
information.
Postregularlyandappropriately,butnotsuperfluously.
Share linkstoothertrustedsourcesoforalhealth information.
Stayprofessionalandprojectapositive imageofyour
practice.
Contactpatientsdirectlywhennecessary.Takeone-to-one
conversationsoffline.
Listenandcare.Cultivateagenuine,caringattitude foryour
community.Haveavested interest inconnectingwith
people,educatingthem,andsupporting
theirdentalhealth.
Postanypatient information.
Postphotoswithoutpermission.
Trytocontrol theconversation.
Respondtorudeornegativecomments.There
is likelynoway to resolvean issueonline. Use
the feedback as an opportunity to learn
about an operational issue you can
resolve, or contact thepatientdirectly
to discuss the problem. Plus, you
may find satisfied patients coming
to your defence on social media.
There are advantages to letting
the conversation happen without
interfering—toapoint.
Do:
Don’t:
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Volume3 Issue2
