Integrating Twitter into your physician communication strategy

Abstract

As the adoption of digital communication tools by physicians grows, an opportunity emerges for physician relations departments to enhance their communications efforts by integrating digital tools into their marketing programmes targeting referring physicians. This paper looks at ways in which Twitter can be used to market to referring physicians and how this digital marketing function can be successfully undertaken by a physician relations department. What protocols need to be adopted, what training would need to take place, and what steps need to be taken to successfully implement the programme? Specifically, this paper looks at integrating digital communication into the daily role of physician liaisons, extending their reach by having them use social media to engage physicians and practice personnel.