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Establishing, Managing and Protecting Your Online Reputation: A Social Media Guide for Physicians and Medical Practices (PDF)



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New Book by Kevin Pho, MD (KevinMD.com) and Susan Gay Explains How to Take Control of Your Online Presence. Foreword by Robert Wachter, MD.

Read the New York Times Review Here!

Reputation Management for DoctorsDon't Let Internet Critics Spoil Your Reputation

Establishing, Managing and Protecting Your Online Reputation: A Social Media Guide for Physicians and Medical Practices

This is the eBook (electronic book version) containing a PDF file. It opens on most computers and eReaders, but viewing quality and navigation may vary. Visit this page for eBook installation instructions.

 

Online health information combined with social media channels like Twitter and Facebook has created a new generation of patients. They are empowered. They have a voice in their own care that they never had before. And more are using social media and physician review sites to choose their doctor or medical practice. Given these stakes, you can’t afford to leave your online reputation to chance.

Kick off your social media efforts today with Establishing, Managing and Protecting Your Online Reputation: A Social Media Guide for Physicians and Medical Practices, a comprehensive resource not available anywhere else. In addition to unique insights from practicing physician and social media pioneer Kevin Pho, MD, this book offers doctors a step-by-step guide on how to use social media to manage an online reputation. It also provides insider tips on how to respond to online ratings and a guide to work with all of the major physician review sites. Don’t let others define you on the web. Take control of your online reputation now!

From the Foreword, Robert Wachter, MD says, "… whether we like it or not, our online reputation is becoming the main prism through which we will be known – to colleagues, to friends, to patients, to prospective employers … With this realization comes the recognition that we can no longer afford to be passive observers of our online persona."

Notable Features

Notable Written by Kevin Pho, MD and Susan Gay. Dr. Pho's blog, KevinMD.com, is social media's leading physician voice, with over 100,000 subscribers on Facebook, Twitter, Google+, LinkedIn, and RSS. He is a contributor to USA Today, CNN, and the New York Times, and has been cited regularly by major media.
Notable Backed by evidence, enhanced with stories! Anecdotes and case studies from social media leaders like Vineet Arora, MD, Katherine Chretien, MD, Natasha Burgert, MD, Dave deBronkart, Susannah Fox, Howard J. Luks, MD, Kerri Morrone Sparling, Wendy Sue Swanson, MD, and Bryan Vartabedian, MD.
Notable The Foreword is written by Robert Wachter, MD, Professor of Medicine at the University of California, San Francisco. His blog, Wachter's World, is one of the nation's most influential, and Modern Physician has ranked him as one of the 50 most influential physicians in the U.S. for each of the last five years, the only academic physician to achieve this recognition.
Notable Endorsements from Abraham Verghese, MD, Eric Topol, MD, Jerome Groopman, MD, Pamela Hartzband, MD, George Lundberg, MD, Paul Levy, Sandeep Jauhar, MD, Mike Sevilla, MD, Susan Turney, MD and many others.

What the book covers:

Notable Why an online presence is important for doctors.
Notable How patients use social media to find physicians and medical practices.
Notable A step-by-step guide for how practices can brand themselves on the major social media sites (LinkedIn, Facebook, YouTube, Twitter, Google+, blogs) and drive Google traffic through content.
Notable Profiles of the major ratings sites, including Vitals, Yelp, RateMDs.com, Angie’s List, ZocDoc, Healthgrades and Google+ Local.
Notable Tips to protect and manage your online reputation.
Included How to respond to online reviews.
Included Online professionalism guidelines and best practices.

Benefits:

Benefits Unlike guides written by professional marketing gurus, this book offers dozens of stories and case studies from the perspective of practicing physicians and engaged patients.
Benefits Online reputation management advice is often scattered on the web, requiring time and effort to find. This book consolidates this information in a single, handy resource.
Benefits Doctors and office managers know they need to "get involved with social media" but don’t know how or where to start. This book allows them to immediately tap into authoritative insight – in a calming way – not in an alarmist manner.
Benefits Instructions on how physicians can proactively create content and harness the power of social media to define an online reputation and provide better care for patients.
Benefits The practical format allows the reader to pick and choose from the sections most important to their practice.

Also Available in All Popular eBook Formats!

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Table of Contents

Chapter 1: Disrupting the Healthcare
Landscape
Social Media Is Not a Passing Fad
Consumers Do More than Look for Health Information Online
E-Patients: A New Breed
It's Still About the Doctor-Patient Relationship
Why Social Media Should Be Important to YOU
How Significant Are Online Doctor Reviews?
Can You Afford to Ignore Ratings and Social Media?
Reviews Are More Positive than You Think
Can Online Ratings Be Compared with Clinical Outcomes?
Large-Scale Initiatives Using Patient Ratings
Working Toward a Healthcare Partnership
Chapter 2: Your Online Reputation
Today
How Patients Find Doctors Today
Why Your Online Identity Is Important
Getting to Know You
Not Everyone Is Convinced that Doctors Need a Strong Online Presence
Your Career Also Depends on Your Online Reputation
First, Do No Harm; Second, Get an Online Profile
What Search Engines Should You Use?
   
   
   
   
   
Chapter 3: Defining Your Online Identity Through Social Media
Social Media Can Be a Powerful Tool
Curate, Connect, and Make a Difference
The News Media Don’t Paint a Positive Picture
Establishing a Social Media Strategy to Create Your Own Content
Lurking as a First Step
Three Physician Social Media Success Stories
Chapter 4: Creating Your Digital
Footprint
Introduction
Branding Strategies
LinkedIn: Your Professional Network
Facebook: Connect and Share
YouTube: Broadcast Your Practice
Twitter: What’s Happening Now
Blogs: Your Social Media Hub
Google: Mapping the Future
Chapter 5: Rating Sites
Introduction
Angie’s List
Doctor.com
DrScore
Google+ Local
Healthcare Reviews
Healthgrades
Insider Pages
Kudzu
RateMDs
Vitals
Yelp
ZocDoc
Chapter 6: Safeguarding Your Online Reputation
Making Social Media Work for You: Search Engine Optimization
Patient Satisfaction Is Now a Vital Metric
Set Up Alerts
The Scope of Online Reviews
Focus on the Positive
Invite Your Patients to Write Reviews
Use Reviews to Improve Your Practice
How to Respond to Negative Reviews
Don’t Stuff the Ballot Box
Lawsuits Are Not the Answer
Gag Orders Don’t Work Either
Outsourcing Reputation Management
Chapter 7: Professionalism in the
Digital Age
Updating the Rules of Professionalism
Guide, Inform, and Teach
Protect yourself with a Social Media Policy and Disclaimer
A Higher Standard than HIPAA
Professionalism Applies to Physician-Only Sites Too
Communicating with Patients
Don’t Let Your Personal Social Media Life Distract You
Special Considerations for Young Practitioners, Residents, and Students
Navigate the Online Waters Mindfully
   
   
Chapter 8: Connect and Be Heard: My Journey from Social to Mainstream Media
It All Starts With You
The Time Was Changing
Crash Course in Health Policy
The Traditional Mainstream Media Is Calling
Opening the Social Doors
The Humanization of Medical Professionals
Changing Public Perception One Blog, Tweet, and Status Update at a Time
From Social to Mainstream Media
Be Ready for an Opportunity
Join the Conversation
No Training Required
Learn from Others in Our Field
 Make a Difference in Healthcare
About the Authors:

Kevin Pho, MD is a board-certified internal medicine physician and founder of KevinMD.com, which Forbes called a “must-read health blog.” Klout named him the Web’s top social media influencer in healthcare and medicine, and CNN named @KevinMD one of its five recommended Twitter health feeds.

Transforming his social media presence into a mainstream media voice, he has been interviewed on the CBS Evening News with Katie Couric, and his commentary regularly appears in USA Today, where he is a member of its editorial Board of Contributors, as well as CNN and the New York Times. His opinion pieces highlight the challenges real world doctors face, ranging from the primary care shortage to the epidemic of physician burnout.

His dual perspectives as a practicing physician and a healthcare social media leader contribute to his unique social media journey. He shares his story in keynotes nationwide, with audiences that include the PRSA Health Academy, Healthcare Internet Conference, Massachusetts Medical Society, American Academy of Otolaryngology, Texas Medical Association, National Council for Community Behavioral Healthcare, and PAINWeek.

Kevin practices primary care at Nashua Medical Group in Nashua, New Hampshire. He received his medical degree from and completed his residency at Boston University School of Medicine, and is a member of the New Hampshire Union Leader’s 2010 class of New Hampshire’s 40 Under Forty. He lives in Nashua with his wife and two daughters.

Susan Gay is a medical publisher and content strategist with over 25 years experience in medical publishing leadership. Known for her foresight and vision in creating groundbreaking publications, she has published several hundred books, journals, and multimedia products, many of them market leaders. Her creative imprint can be seen in such pioneering works as The 5-Minute Clinical Consult and the Netter Collection reference works. As Vice President and Publisher at Williams & Wilkins (now Wolters Kluwer Health), Susan was the first clinical publisher to apply branding strategies to a clinical publishing program. Earlier in her career, she was an award-winning editor at Mosby and served as president of the American Medical Publishers Association.

As the digital era began to fundamentally reinvent medicine and healthcare delivery, Susan created her own firm to focus on providing multichannel content, creating greater brand awareness for professional information products, and helping publishers and societies extend their existing portfolios. She has worked with many companies and societies in the medical field including: American Medical Association, American Academy of Pediatrics, Sage Publications, Medcases, Springer, MediMedia, Lippincott Williams & Wilkins, Elsevier, Harcourt Health Sciences, and Thomson-PDR.

Through it all, Susan has had a keen eye toward the forces that shape medical practice. With a knack for identifying trends, Susan is known for recruiting and collaborating with cutting-edge authors to deliver much-needed information to practicing physicians. Today, she is focused on the digital future of healthcare and all that it means for clinical medicine, medical education, and information delivery. She has leveraged her experience in creating brands of information to help individual medical practices establish their own brands on the Web. Her partnership with Kevin Pho on this book has been instrumental in shaping one of the most important emerging concepts in the practice of medicine—that of creating a personal brand through social media.

Reviews

5.0 out of 5 stars Recent resident graduate reading this with vigor!, January 16, 2014

By Gizmo 

Even since I began residency 4 years ago things have changed exponentially. Pho and Gay are brilliant in their positive take on the value of social media in medicine, and that it's not going away folks. No matter how much we avoid it, wish it would go away or dissuade patients and colleagues from using it, it simply isn't going to happen. Pho and Gay bring some relief in this fact. They give tools to grasp the vast nature of social media, organize it and use it to our benefit and a benefit of our patients. This is as much a self-help book as it is a primer on physician reviews and social media, as it is a reference for protecting your career and limiting personal and professional risk associated with participating in online communication. A thousand thanks to the authors for bringing this to our table.

5.0 out of 5 stars A Must Read for Physicians and Medical Practice Managers, July 26, 2013

By Michelle Marie Perron (New Hampshire, USA)

We all have the ability to connect with our friends, family, and business associates - practically whomever we wish, in new ways that few even considered twenty years ago. Social media connects us in real time and allows us to share amazing volumes of information freely online.

Establishing, Managing and Protecting Your Online Reputation by Kevin Pho, MD and Susan Gay is a book that establishes how physicians too are blessed with the ability to connect with their peers internationally, partake in online conferences and chats and, most importantly, communicate and interact with their patients in new ways. Once physicians embrace these technologies, social media can enhance their practices and open doors to new opportunities not otherwise realized.

Today, there are an increasing number of websites and platforms where physicians' reputations are being built, whether they are aware of it or not. Although physicians spend an inordinate amount of time studying complicated medical text books and journals, this book is a fast, easy read. It presents itself as a 290 page, enjoyable guide filled with researched facts, true stories and online best practices proven to work. Physicians can no longer view social media as simply a way to connect with family and friends. This book can set doctors and their staffs on the right course for managing online reputations and also growing their medical practice business!

If you're a physician (or any other type of professional), Google your own name and see what comes up. Do you show up at all? Is the content flattering and complimentary or can you spot embarrassing facts and false information? Today's patients go to Google first to learn about their doctors' reputations. And guess what? Social media content is found by the search engines, so beware!

Authors, Kevin Pho, MD and Susan Gay make a strong case that physicians must be proactive and no longer stand on the sidelines allowing patients and others to post inaccurate or damaging information about them. The authors worked diligently to seek out their peers and elicit their online experiences for us, which are sprinkled throughout the text. In addition, they have done an excellent job researching social media platforms and websites, using their analyses to provide readers with the best tools available. As the subtitle suggests, this is a guidebook where readers can follow the step-by-step instructions laid out to create or enhance their online presence. Physicians and others will learn best practices for each social media platform.

In summary, Dr. Pho and Susan Gay teach us why a good social media offense is a good social media defense.

5.0 out of 5 stars Excellent read, June 15, 2013

By SuzyQ 

This book is well written for doctors (like myself) who have been reluctant to use social media. I haven't even finished reading the book, but can already say that it is worth the price of what I paid for it. It offers helpful advice and guides you through what you need to do to get started with online sites as well as addressing problems and solutions exclusive to doctors. I look forward to finishing the book and will refer back to this one often.

5.0 out of 5 stars How is the price justified ?, April 13, 2013

By Gina Nelson "Mother, Wife, Obstetrician/Gynec... (Kalispell, Montana United States)

This book was featured in a recent news article and I was looking forward to reading it. However, I see that the price is much higher than an ordinary book. It is not a textbook, a compendium of many people's longstanding research and work. It is however, marketed to doctors of which I am one. I cannot think of any other reason why this book would have this price tag. Is this ok ? I am planning a couple healthy cookbooks; nothing of course with any quasi legal advice such as I imagine this book to have. I hope to sell my books online for less than ten dollars apiece. I will give the rating five stars, despite the fact of not having read it. I am happy to give it the benefit of the doubt, but I cannot currently justify its price.

4.0 out of 5 stars Great Book, April 13, 2013

By Christian Dwyer

Great book to read for all healthcare providers and all those helping them to build and grow their practices in the transforming healthcare industry.

5.0 out of 5 stars A must read for all healthcare providers, April 3, 2013

By Courtney Schmidt

This book contains so much valuable information that it is hard to know where to begin. I found myself nodding my head in agreement as I read page after page. Many of Kevin Pho's insights hit right at the heart of why we as healthcare providers have seen our influence in popular society diminish over time, but it also puts the power squarely back into our hands. We aren't communicating our message well, and we aren't communicating it in the places where our patients are looking for it. This book gives practical step-by-step advice about how to begin communicating with our patients in the online world, and even better- how to do it well.

5.0 out of 5 stars Strategy for building your reputation and your practice, March 26, 2013

By Betsy Nicoletti 

Physicians wish they had more control over their professional lives and could attract more patients to their practices. Physicians want to control their professional reputations and be recognized for their expertise, caring and experience. At the same time, many doctors don't feel that they have time to spend on social media, after an intense day of patient care. This book provides specific strategies to help physicians attract new patients who value expertise and experience. There are quick and easy tips (set up a profile on linked in, so that search engines list it higher than physician rating sites) and more cohesive and comprehensive strategies for using Twitter, Facebook, Linkedin and YouTube. Implementing the strategies in this book will professionally and ethically build the physician's reputation and referrals.

5.0 out of 5 stars Invaluable resource for doctors, March 23, 2013

By Claire McCarthy (Melrose, MA USA) 

As a doctor who blogs regularly and uses social media, I think that Kevin Pho's book is a must-read for any clinician. Whether we clinicians like it or not, our patients are online--and if we are really going to be effective, we need to join them there. The book is practical, easy to read, and covers the most important topics for anyone who is venturing into social media. By sharing stories, quotes and advice from doctors who use social media, it gives us not just ideas but role models. I highly recommend it.

5.0 out of 5 stars Compelling. Common Sense. Easy to read. Comprehensive., March 12, 2013

By Davis Liu

The only book of its kind, Establishing, Managing, and Protecting Your Online Reputation: A Social Media Guide for Physicians and Medical Practices, is penned by Kevin Pho, MD, "social media's leading physician voice" and guru with co-author Susan Gay. It is a compelling, comprehensive book full of anecdotes of real life successes, references, facts, and figures, and most importantly provides a step by step guide to help doctors new to the world of social media. Like it or not, our reputation is not only word of mouth but also our online presence (or lack thereof) and this book provides guidance, tools, and expertise from a practicing primary care doctor who has done it all. Readers can either tip their toes, go all in, or simply be informed about the virtual world outside of our physical offices where increasingly the public, patients, policy makers, and physicians are engaging and connecting to learn more about each other and shaping future conversations.

Regardless of how involved doctors want to be, Dr. Pho is clear - this new world and reality is not going away.

I certainly wish I had such a critical guide when I started blogging.

For full disclosure, though Dr. Pho did include my opinion about why doctors should be in social media, I learned so much more from his book by reading about other doctors, their journey to becoming involved, and how it, for many, rekindled their love of medicine, improved their medical practices, and helped them define how doctors and patients relate to each other in the 21st century.

This is destined to be the "go-to" guide for all current and future doctors and is why I quipped on Twitter before reading it that it would be "the Harrison's of social media".

It easily lives up to that standard and is highly recommended.

5.0 out of 5 stars Review: Social Media Guide, March 8, 2013

By gps710 

by James Salwitz, MD Sunrise Rounds [...]

Query; How can you tell the difference between passing fad and new reality? Between gossip and critical information? Answer; someone writes a textbook. For physicians who think that social media is only about sharing vacation pictures and checking out the weather, a new reality has arrived. An authoritative book on the evolving and indispensable role of the Internet in the daily practice of medicine has been published, is empowering reading for physicians and has a lot to say to us all.

Establishing, Managing and Protecting Your Online Reputation; A Social Media Guide for Physicians and Medical Practices (long title, but I did say it was authoritative) puts in one place the theoretical and practical tools for physicians and anyone, medical or not, who want to understand, get involved or expand their Internet presence. Written by Kevin Pho, MD a New Hampshire internist and an international expert on medical social media, and Susan Gay a widely read publisher, this book can take launch an online novice into cyberspace or help take a doctor already involved with social media, to the next level.

It will not surprise anyone that the authors come from an Internet background. Establishing is an accessible blend of modalities, like the social media environment about which it speaks. There are dozens of secondary contributors who through the pages tell stories, present blog-like essays and fill each chapter with a collage of information to support and demonstrate the author’s ideas. If you do not get one point of an essay, there will be a table, if the table does not do it, there is a testimonial. Pho and Gay infuse the gestalt of the e-world into this well written book.

The major part of the text is about the broad concepts of social media. Establishing successfully makes the case that every caregiver needs to be aware and involved in the online medical world. The authors point out that “the availability of online health information combined with social media channels have created a new generation of patients,” what authors call “e-patients. These patients seek not only basic health information and primary information about their health providers, but are hungry for the expanding doctor-patient relationship promised by the Internet world. Doctors can use this connection to educate, tell health stories, expose myth, increase visibility, build referrals and to improve their reputation. Those who ignore the e-world, do so at their own risk or at very least lose a valuable opportunity. To bypass this technology will make a doctor as antiquated as the surgeon who rejects robotics or the oncologist who shrugs off genetics.

Many physicians fear their careers will be ruined in Internet chat rooms. While I believe this anxiety to be overblown, Pho and Gay explain how to establish a positive online presence and how to protect a reputation. They point out that most social media doctor reviews are positive, but also discuss how to respond to negative postings. They strongly recommend against calling an attorney or launching a direct online attack and emphasize instead how to create good reviews and blunt negative feedback. An entire chapter discusses the individual rating sites, such as Angie’s List, Healthgrades, Kudzu and Yelp, how these sites assemble information, and how to increase the likelihood an individual doc will receive favorable reviews. Pho and Gay frown on the idea of stacking the deck by writing anonymous positive self reviews, pointing out that this technique not only is likely to fail, but may backfire.

For the neophyte or the doc who has only recently ventured online, there is a lot of step-by-step information. The authors describe how to use Twitter, Facebook, LinkedIn or write a blog. If you yearn to be a movie star or just want to explain “in person,” consider YouTube. Establishing tells how. With clear explanations, well annotated by teachers with extensive experience in the e-world, this Guide can help any doc connect with their patients via the World Wide Web.

The authors are very aware that this is a special universe with new rules and as such requires careful thought and planning. Starting at “do no harm,” social media requires an awareness that “goes beyond HIPAA.” The authors discuss the need for enhanced professionalism in the digital age which respects not only privacy but is conscious of the power of a technology which can spread information, true or false, so quickly and so wide. The authors reprint the ABIM 2002 Physician Charter, with its emphasis on patient welfare, autonomy and social justice, as a base from which to start.

Establishing marks a milestone in the evolution of medical care. That milestone is the recognition that while medicine is now, and will always be, practiced by one doctor, taking care of one patient, one moment at a time, that no longer is that relationship confined to one place like the examine table or hospital room. Through the power of social media, doctors and patients can reach out and connect from almost anywhere. Kevin Pho and Susan Gay’s important book makes it clear; it is time for all of us to get log on.

"As the digital era inevitably invades the medical cocoon, there is a vital unmet need for physicians to adapt, especially to new challenges such as dealing with one's online reputation. Kevin Pho, a leader in the convergence of social media and healthcare, with Susan Gay, provide a comprehensive and extremely useful roadmap for doctors…Instead of default, sitting duck status, this information and perspective enables physicians to take charge."

Eric Topol, MD
Author, Creative Destruction of Medicine
Scripps Clinic and The Scripps Research Institute
La Jolla, CA

“With new technology comes new challenges, and that’s especially true for medical practice managers as they look to evolve their practices in innovative and responsible ways. Social media channels, physician-rating sites, and other digital communities can directly affect your practice’s online reputation – and reputation management is now within the purview of the practice management profession. But where do you start and how do you go about influencing something as nebulous, fast-changing, and splintered as online reputation? This book provides practice managers with the tools they need to feel more informed and equipped to take actionable steps recommended by some of the industry’s leading experts.”

Susan L Turney, MD, MS, FACMPE, FACP
MGMA President and CEO
Englewood, CO

“An insightful and thought-provoking examination of the changing landscape of medicine, filled with practical advice for clinicians.”

Jerome Groopman MD and Pamela Hartzband MD
Authors, Your Medical Mind: How to Choose What Is Right for You
Brookline, MA

“I Google myself periodically, which has taught me about some of the misinformation on doctor review sites. I've since corrected a few errors. Now I realize I should do it more often and am considering starting a LinkedIn account!

This book gave me a new perspective on the relationship between doctors and social media. For those of us who feel timid, the authors remind us that we already have online profiles - written by other people. The authors give us easy, practical advice to help us manage our profiles and prepare ourselves to interact with our patients in a virtual community within which we already live.”

Mollie Davis, MD, MPH
Physician, Internal Medicine & Pediatrics
Johns Hopkins Community Physicians
Baltimore, MD

“For the physician contemplating the use of social media, this lovely volume is a precious and invaluable guide.”

Abraham Verghese MD, MACP
Professor and Senior Associate Chair for the Theory and Practice of Medicine
Author, Cutting for Stone
Stanford University School of Medicine
Stanford, CA

“This book is sensational. It provides an argument that wins hands-down on how doctors no longer have the luxury of ignoring social media and its impact. This book will help physicians understand and prepare themselves for social media’s impact on their future.”

Judy Capko
Founder, Capko & Company
Author, Secrets of the Best-Run Practices, 2nd Edition
Thousand Oaks, CA

“Establishing, Managing, and Protecting Your Online Reputation: A Social Media Guide for Physicians and Medical Practices is a primer on the essentials about why your medical digital footprint is important and how to best manage it. This must-read book also chronicles the path of Dr.Pho from the beginnings as an internal physician and patient advocate from New Hampshire to today as social media’s leading physician voice via his very popular website,KevinMD.com.”

Mike Sevilla, MD
Family Practice Center of Salem
Salem, OH

“Medical practice reputation and branding by social media has been on my high-priority list. This book will be significant for every healthcare executive, physician leader, and governing board member! The content is clear, concise, and highly informative. It summarizes benefits, business opportunities, and threats, and provides specific go-to resources. The content calls out social media influences, both positive and negative, generating an awareness of the need to address the opportunities and risk immediately. The case examples are brief and resonate the must do implementation of policy and guideline structure within the practice and for physician members. This implementation planning guide responds not only to
the ‘business’ of medicine but to the progression regulatory mandated transparency.

The time investment in reading (significantly quick and interesting…. not tedious in any manner) becomes a double pay back. I found it stimulated me to take immediate action while the information was fresh and I plan to keep it close at hand as a book shelf resource reference and coaching material as my social media policies and procedures evolve. Dr. Pho and Ms. Gay have provided the busy healthcare executive with the tool kit of content for governance regarding social media exposure and a comprehensive resource list to build the policies.

After reading this material I was curious and compelled to immediately investigate resources suggested. I was astonished what I learned about our practice at social media sites. No more resting on our “reputation and laurels” of 26+ years of community contribution and service!

I recommend every administrator read and suggest this book be distributed to governing boards to better clarify their understanding of discussions of opportunities and threats evolving with social media to include those involving patients and staff social media activities. In summary, this is a very timely, noteworthy and must read to understand the critical business knowledge required to manage the impact of social media on the medical practice industry!"

Rebecca S. Dean, MA, FACMPE
Chief Executive Officer
Sportsmedicine & Orthopaedics Fairbanks
Fairbanks, AK

“Every physician and practice marketing manager will find value in this book—from the techno-skeptic to the sophisticate. You’ll get perspectives and references that will help you form your own online strategy. I know I did!”

Karen Zupko
Karen Zupko & Associates
Chicago, IL

“A doctor's greatest strength is his or her reputation. We spend our entire professional lives creating and protecting this valuable asset. Dr. Pho and Ms. Gay have provided the necessary steps and techniques to guard and protect your online reputation. I highly recommend their book and believe that everyone who reads it will have the tools and techniques to keep their reputation polished and pristine.”

Neil Baum, MD
Author, Marketing Your Clinical Practices: Ethically, Effectively, Economically, 4th Edition
Clinical Associate Professor of Urology
Tulane Medical School
New Orleans, LA

“Social media is here to stay! Establishing, Managing, and Protecting Your Online Reputation is a must-have book for every physician and/or medical practice involved in social media. Dr. Pho (KevinMD.com) has once again proven that his knowledge is valuable in today’s technology-driven world. I would highly recommend every medical office manager and physician read this book before getting heavily involved in social media!”

Desiree R. Baylin, CPM, CHRS, COM
Executive Director
Physician Office Managers Association of America (POMAA)
Dallastown, PA

“It takes a lifetime to build a reputation but only a single act, blog, email, online comment, Facebook post, texted picture, or Tweet to destroy it. That’s because online communication may go massive instantly. And it’s the reason the ‘mainstream media, including medical journals and medical television, have editors and peer reviewers and build in a delay factor. Keeping egg off authors' faces, protecting authors from themselves, and protecting readers are key roles for editors and peer reviewers.

Physicians want to succeed. They often adopt new technology very quickly if it will help them do their jobs better and faster, and especially if it generates new revenue. If not, they wisely drag their feet. They became rapid adapters of Internet 1.0, one-way communication, rapid digital access to the world literature. But physicians have been very slow at adopting Internet 2.0, bi- and multi-directional messaging. They like to speak; to listen, not so much. To judge, a great deal; to be judged, very little.

However, social media will not go away. In some form, or many forms, it is here to stay. And it refuses to be ignored. Most of the social spheres have adopted it; many have embraced it. It can bite you, doctor, badly, and you may not even know it unless you are plugged in. It may be as virulent to your reputation and welfare as rabies, and there is no vaccine, save your informed involvement.

This book...is the newest, most comprehensive, most detailed and up-to-date reference source available to American physicians and medical practices. Richly nuanced by America's most popular and authoritative physician blogger and social media expert, it can guide you through this swamp - maybe not clean, but ready to move forward.”

George D. Lundberg, MD
Editor in Chief, CollabRx
Editor at Large, MedPage Today
President, The Lundberg Institute
Consulting Professor, Stanford University
Los Gatos, CA

“Establishing, Managing, and Protecting Your Online Reputation: A Social Media Guide for Physicians and Medical Practices is written as both an educational and instructional tool to help medical practitioners understand and manage their online reputation in the medical sector. In today's world, this is absolutely crucial and these authors have simplified the process. This is a must-read for medical practitioners and all others in the medical field.”

Chad Schwarz
President/CEO
Integrated MedReps, LLC
Morganville, NJ

“Social media is the wave of the future in medicine, and I can't think of a doctor more qualified to write about this phenomenon than Kevin Pho. This book is essential reading for any doctor or medical practice looking to establish an online presence."

Sandeep Jauhar, MD
Author, Intern: A Doctor's Initiation
Long Island Jewish Medical Center
Dept. of Cardiology
New Hyde Park, NY

“In this new online social media age, it is imperative that everyone, but most especially professionals looking to build, grow, and maintain a business or a practice, establish a good reputation online. And even more importantly, to make sure that their online presence is properly monitored and maintained, as this can be the life blood of their business and can truly provide a ’make it or break it’ opportunity. I would recommend that all physicians, no matter where they are in building their practice, or even for those who already have a well-established practice, read this book and strongly consider the excellent ideas and direction it could take their practice.”

Reed Tinsley, CPA, CVA, CFP, CHBC
A Houston-based CPA and certified healthcare business consultant
Houston, TX

"Dr. Kevin Pho is a modern legend of healthcare-related social media. His website, KevinMD.com, is the go-to physician blog for healthcare information. Dr. Pho has compiled his years of experience and knowledge into a fantastic book that should be considered required reading for all doctors. Social media is the future of doctor–patient communication, and this book provides a comprehensive guide to navigating the social media arena. From LinkedIn to Facebook, to Twitter, to Google+, readers will learn how to become the maestro of their online reputation, marketing, and communication with patients. Very highly recommended!"

Anthony Youn, MD, FACS
YOUN Plastic Surgery, PLLC
Troy, MI

"As one of the most prolific practitioners in the world of social media, Kevin Pho's insights for doctors and other health professionals are soundly based on experience. His ability to demystify this arena for others comes from a clear and concise exposition of what is fact and what is fear. His book is an important contribution to creating a more patient-centric healthcare system that is also highly respectful of the knowledge and good intentions of physicians and other clinicians.”

Paul F. Levy
Former CEO, Beth Israel Deaconess Medical Center
Author, Goal Play! Leadership Lessons from the Soccer Field
Newton, MA 
 

“This book provides valuable insight to physicians and their staff… a virtual roadmap to navigate the digital age of establishing a positive online presence, developing marketing strategies, and addressing social media identities. It’s a must-read for today’s 21st century digital medical practice!”

Rebecca Umberger, CMA (AAMA), CPM
Aultman MSO, Aultman Hospital
Maternal and Fetal Management
Canton, OH

“The insights that Dr. Pho and Ms. Gay share in their book are instrumental in learning how social media will impact an outpatient practice and more importantly the physician’s reputation. They provide great content and examples to help physicians have a strong and positive Internet presence. A must-read for healthcare administrators and healthcare providers.”

Danielle DeMaio-DeAngelis, MHA, COPM
Administrator
Jefferson University Physicians
Department of Otolaryngology-Head and Neck Surgery
Philadelphia, PA

“For private practice physicians, reputation management is here to stay. In this ground-breaking book, Kevin Pho and Susan Gay provide you with the language, the players, and the smart techniques to take control of your reputation online. The energy of these authors (and their purpose) translates into winning techniques you can use in your own practice. The book includes practical stories and up-to-date references. It is beautifully researched and edited. Take control of your own reputation now!”

John Guiliana, DPM, MS and Hal Ornstein, DPM, FASPS
Authors, 31 ½ Essentials for Running Your Medical Practice
Blairstown, NJ and Howell, NJ

“Establishing, Managing and Protecting Your Online Reputation: A Social Media Guide for Physicians and Medical Practices could not have come at a better time. Dr. Kevin Pho and Susan Gay have written a book that will be a great service for practice administrators and business managers. Administrators know physician reputation has an impact on the success of the practice. We also know that monitoring and managing the physician reputation is a growing concern for all medical practices. Patients don't look for doctors in the Yellow Pages like they used to! Now it is all online. Read this book and you'll have the both the inspiration and a blueprint to help your doctors with this new element of medical practice. The case studies of how other physicians manage their reputation are particularly useful, as are the extra resources in the Appendix.”

Todd Blum, MHA, MBA, CMPE
Chief Executive Officer
Ear, Nose and Throat Associates of South Florida
Boca Raton, FL

“Social media is a powerful tool to help you build relationships with new patients and deepen relationships with people who know you. This book shows you ‘online bedside manners’ that will get you off on the right foot.”

Vicki Rackner, MD
President, www.medicalbridges.com
Seattle, WA

“We live in a very interesting time – a period of rapidly accelerating change and transformation in how human beings communicate in fundamentally different and infinitely more powerful new ways. Dr. Pho and Ms. Gay demonstrate a deep understanding of how this phenomenon is affecting medical practitioners and offer a clear-eyed approach with specific strategies to empower doctors to use these new media to build and support their personal brands in their markets. In an age when most doctors are not even aware of the critical need to manage their reputation online, and some are even being extorted with threats of reputation attacks, Establishing, Managing, and Protecting your Online Reputation: A Social Media Guide for Physicians and Medical Practices offers the most comprehensive and positive approach to managing and protecting our precious online reputations that I have seen. Managing your online reputation is not something physicians can opt out of. This new work is their guide to ensuring they protect their good name now and in the future.”

Rem Jackson
President and CEO
Top Practices
Lititz, PA

“Social media and online information are embedded in our culture and getting more so every day. Informed consumers, including payers and patients, use the Internet to research potential providers. This book will take you from an understanding of the basics to developing usage strategies. It will also help you recognize the negative aspects, including damage to provider reputations and what can be done to prevent and repair this when it occurs.”

Steven Nelson, CPA
Chief Financial Officer
Panorama Orthopedics & Spine Center
Golden, CO

“Dr. Pho’s book provides great insight into online reputations. For those who are uncertain about an online presence, he suggests methods to become more familiar with social media, such as lurking. The book is very well laid out and covers almost anything you could want to know about social media and your online reputation. It’s a good read for those who are new to social media as well as to those who want to take it to the next level!”

Melissa J. Pitchford, CPA
Chief Financial Officer
Katzen Eye Group
Baltimore, MD

 

Establishing, Managing and Protecting Your Online Reputation: A Social Media Guide for Physicians and Medical Practices (PDF)



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