// By Lisa D. Ellis //
Circus performers who walk the tightrope receive extensive training to prevent falls. But medical personnel who represent their health care organizations are often much less savvy about how to avoid taking a misstep when they enter the complex world of social media. As a result, health systems can suffer some serious consequences if they don’t make the time to establish some formal boundaries up-front.
Physician Blogs Have Pros and Cons
Physician-contributed writing provides a great way to provide thought leadership and to share your medical staff members’ expertise more broadly. It can also help to personalize your organization and make a deeper connection with patients. But it’s essential that any staff-contributed writing goes through a defined editorial process that ensures the content accurately represents your system’s views and what it stands for, points out James Gabriel Brown, principal/chief creative officer of Columbus, Ohio-based advertising firm LaineGabriel.
When Controversy Strikes
While many health systems have become the leading sources for quality information, it’s important that any information they provide is based on the latest respected medical research. Further, there’s always the danger that a system can step into a gray area when their medical staff members move beyond facts to offer their opinion, especially when that view may not represent the organization’s value system.
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