Social media is the future of communication, is changing the face of the healthcare sector rapidly and is impacting the way this sector interacts. It is a collective of online communications channels, dedicated to community-based input, interaction, content-sharing and collaboration. The different types of social media channels used in the healthcare sector attracts specific audiences for different purposes.

1. Usage of Social Media in Healthcare
Social media is the future of communication, is changing the face of the healthcare
sector rapidly and is impacting the way this sector interacts. It is a collective of
online communications channels, dedicated to community-based input,
interaction, content-sharing and collaboration. The different types of social media
channels used in the healthcare sector attracts specific audiences for different
purposes.
Healthcare professionals need to understand that social media presents itself with
great opportunities and benefits to embrace, such as reaching and communicating
with the patients and the public, engaging in health-related discussions and
networks, and increase awareness of the various healthcare services available.
However, social media also has potential risks involved and can be detrimental to
the overall practices’ reputation as well as both the patient and public’s trust and
confidence.
“60% of doctors say social media improves the quality of care
delivered to patients.”
(Source: Demi & Cooper Advertising and DC Interactive Group)
“31% of health care professionals use social media for professional
networking.”
(Source: MedTechMedia)
It is important to remember that anything that a practice posts on social media is
immediately in the public domain and can be easily copied and redistributed
without the practice’s knowledge or consent. You should presume that everything
that you share online will be there permanently and widely available.
With regards to posting content, you will need to ensure that all content has a
connection with or is referenced to your practice, and is reviewed and finalised
prior to being posted on the relevant social media platforms.
When communicating and advertising your healthcare services publicly, all
healthcare professionals must:
1. maintain and protect patient confidentiality,
2. treat colleagues fairly and with respect,
3. maintain a professional boundary between your practice and your patient,
4. ensure the practices’ conduct justifies your patients’ as well as the publics’
trust in the overall profession and what you stand for,
5. ensure the information published is factual and checked,
6. be aware of conflict of interest which may arise from published posts,
7. not exploit patients’ vulnerability or lack of medical knowledge.

2. Below are some recommendations for you to consider:
1. Set up a clear and structured social media policy and guidelines, which is
updated frequently and enforced.
2. Differentiate between personal vs. professional, as posts made in
employee’s own time can still impact the practice and its reputation.
3. Adequate training around social media for staff and managers is required,
so they are aware of the standards and processes in place.
4. Promptly respond to any issues of harassments, discrimination etc which
arise from social media platforms.
5. Staff must make it clear in personal posts that they are speaking on own
behalf.
It may not be necessary for smaller healthcare practices to have a written social
media policy in place. However, please do note the points outlined above. It is
also good practice to consider electing one individual to be responsible for
overseeing and managing the overall social media activity within your healthcare
practice, so everything is streamlined.
For further information regarding social media,
please contact our Marketing & Business
Development Manager, Sandeep Saib, on:
T: 0207 383 7111
E: csd@lockharts.co.uk
W: www.lockharts.co.uk
The content and information provided in this document is for general guidance and information and is not legal
advice. We cannot be held liable for any loss caused by any act or omission as a result of information in this
documentation. If you need more information on the issues discussed or raised, or legal advice in general,
please get in touch with your Lockharts contact.
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