Can LinkedIn be a Marketing Tool for Doctors?

Lawyers Social Media Rules

When patients or colleagues Google you, what will they find? Reviews, news stories or medical journals that include your name, perhaps. But you have to create your own presence online. You have to proactively define yourself with social media and with a website and/or a blog.

Doctors and others in the healthcare industry can use their LinkedIn profile to market themselves more effectively. I’m talking about more than just adding a list of jobs and responsibilities. LinkedIn is the #1 social network for professionals, but that doesn’t mean you have to treat your profile as a traditional, boring resume.

When marketing yourself, relevance to the audience is the most important aspect. When updating your LinkedIn profile, start by mapping out how you’re going to use every part of your profile to show prospects you are relevant to them.

You want to get away from just a basic resume format. Make your profile standout! Add more specific headline, not just your current place of employment. Give people a reason to remember you, while keeping it professional and being mindful of HIPAA. You want to invite people to learn why you are a healthcare professional they want to work with, while clearly stating your expertise.

Case studies can be a very effective form of content marketing, yet it’s not common practice to share those on LinkedIn. Doctor’s however, need to make sure to comply with HIPAA regulations. You must assure that the case report does not contain any of the 18 health information identifiers noted in the HIPAA regulations, unless authorization from the individual (s) has been obtained. The authorization is not required if neither of the 18 identifiers are used in your case study.
You can use the Projects section and the Experience section to share your HIPAA compliant case studies. In the Projects section, each title is a clickable link, you can write a brief intro for case studies posted in your blog, so that it drives traffic to your website. You can use the Experience section in LinkedIn to discuss or post case studies that don’t link back to your website or blog.

Go to the Publications section under your Summary. Include a list of your best articles published on respected websites that your audience is familiar with. Under each publication, include a brief teaser summary and an active link to the article.

LinkedIn profiles get ranked highest among the social media platforms, and can push down the influence of negative news stories or physician rating sites.  LinkedIn can be a very valuable marketing tool for doctors.

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