RSNA 2016: Tweet, tweet: Doctors can’t ignore growing influence of social media

The opening message of Monday’s RSNA conference was simple, yet clear: Social media isn’t a trend. Patients rely on the platform to gather information and make decisions, so their physicians should be knowledgeable on how to use it.

A session titled, “Tweet This: How to Make Radiology More Patient Centered,” offered participants the opportunity to learn the best ways to engage with patients on the most popular social media platforms. According to presenter Whitney Fishman Zember, managing partner of innovation and consumer technology at the advertising agency MEC, Facebook is a network designed to cement personal ties, while Twitter is a network designed for sharing and receiving information and ideas.

She used a pop culture to make her point.

“How many people here are friends with Kim Kardashian?” Zember asked. “No one? I didn’t think so. You wouldn’t friend her on Facebook because you don’t know her personally. You can follow her on Twitter to receive information on what she’s up to. That’s the difference.”

After making that distinction clear, Zember drove home why social media is so important to the patient population.

“People with chronic illnesses are the most avid users of social media,” Zember said. “They dialogue with others who suffer from the same condition. Social media is also a natural extension of using the internet to look up symptoms.”

Physicians should recognize this usage and work to provide clear and concise explanations and responses to patient who voice questions and concerns over social media, Zember said.

While it’s important for physicians to recognize the patient perspective, it’s equally important for physicians to understand how social media can impact their practice. Elliot K. Fishman, MD, professor of radiology, oncology, surgery and urology at Johns Hopkins Hospital, spoke about the five ways social media determines a physician’s success.

Communication between the radiologist and patient is important, as Zember mentioned, but social media can also help connect radiologist to referring physicians, other radiologists, trainees and potential recruits.

“Social media and the web give radiologists and the radiology profession the chance to rebrand ourselves and our role in the current health care climate,” Fishman said. “We have the opportunity to connect with others and remind the field of our importance.”