Jim Feldman on the Importance of Social Networking for Urologists

Jim Feldman, chief innovative officer, Shift Happens, discusses change management for urologists and why it is important for them to have a social media presence.

Physicians have a tendency to be isolated from changes occurring worldwide, Feldman says, such as the prominence of social media. Because so many patients communicate via social networking sites such as Facebook, Twitter, and Yelp, physicians should not ignore its presence but rather become part of it.

Patients often refer physicians through these sites, but those referrals will be ignored if prospective patients are unable to locate the physician online and/or find any quality ratings on the practice. Ninety percent of referrals will lead to patients researching a physician online, he says.

The second challenge with social media is physicians also underestimate their patients' demographics. Though urologists typically have elderly patients, Feldman says this group has become more technological and social media savvy in order to communicate with their grandchildren, who are likely tapped into several social networks.