Practice allows radiologist to manage Facebook page, improves engagement

In an effort to emphasize the importance of radiologist-patient engagement, Triad Radiology Associates has put one of its own radiologists at the helm of managing the practice’s Facebook page.

According to a survey conducted by PricewaterhouseCoopers Health Research Institute, more than 40 percent of consumers discuss health-related issues on social media. But with many marketing departments leading Facebook pages without input from radiologists, patients are being informed by those who are not experts in imaging.

With a radiologist in charge of Triad Radiology’s Facebook page, the operation is able to draft and schedule posts and respond to patient’s questions.

“By directly controlling content, we ensure that it is relevant, true to our culture, and aligned with our predetermined goals,” wrote Lauren Parks Golding, MD. “Patient questions and concerns are more quickly addressed by a radiologist, who is the active manager of the account, rather than being routed through the marketing department.”

Since making a radiologist the primary manager of their Facebook page, the practice has grown their followers by more than 100 percent and reach on average 12,400 users in a single post. Two to three hours a week are spent on social media—and this effort comes at no cost to the practice.

“In our experience, social media has been a powerful and inexpensive tool radiologists can use to create value by establishing trust and credibility with our communities,” wrote Golding.