"It is our duty to remember at all times and anew that medicine is not only a science, but also the art of letting our own individuality interact with the individuality of the patient." Albert Schweitzer (1875-2965)

Word-of-Mouth is the world's most effective marketing strategy. As the old ads used to state "Friends tell friends and so on and so on...." Medical blogging has the potential to convey a provider's/ physician's sense of caring and knowledge about medicine. If used as a tool to improve communication to your patients/customers, medical blogging could be part of a plan to make you known as the most famous and friendly doctor in the community.

First a short story:

Two weeks ago, one of the physicians I work with was walking a patient to the reception area after seeing her. They walked right past my door and I could hear the patient asking the doctor for some advice on things she could do to improve her health status. The doctor responded with two brief suggestions and then stated, "Why don't you visit my blog. I've got a number of other helpful suggestions there."

Evidence and clinical research data seems to suggest that the patient-provider relationship can influence treatment adherence and health outcomes in a variety of different disease states.

In fact a study by Felicia Trachtenberg and colleagues (2005) at the New England Research Institute published in The Journal of Family Practice , found that increased levels of trust in physicians is associated with greater willingness to seek care, to follow recommendations, and to grant physicians decisional authority over treatment. Additionally, higher trust in a specific physician is strongly associated with greater reported adherence to treatment.

In the days of 10-15 minute physician appointments, the patient-provider relationship is tenuous, at best. How could any sense of trust be built in such a short time? Doesn't trust building require finding some commonalties between two people?

I would venture that given the current system, many patients feel that physicians are interchangeable. That's just a travesty. Most providers go into healthcare because they really want to help people. However, the system they work in has squeezed the bedside manner and art of caring out of most work days. How can anyone be passionate about their job if their customers view them that way?

I would pose that medical blogs, while an investment of precious time, can be a tool to foster patient-provider relationships. Blogs are supposed to be a bit personal. However because of today's climate in healthcare I avoid using an identity-type blog (Mommy blogs, or web diarys) as a communication tool with patients. Instead, perhaps utilize a more fact-based tone where key concepts and best clinical practices are emphasized with personal examples.

Example: Lets say you want to give some detailed information on how patients can fit more activity into the day. Instead of just writing down a list of ideas, you could frame the list as "6 things I'm trying this month to increase my activity level." You are giving the same information, but you are adding a personal tone to it.

So how is this going to help?