Leveraging Social Media As A Medical Professional
Social media has transformed industries, and medicine is no exception. What was once seen as a distraction or even taboo for doctors is now becoming a powerful tool for patient education, business growth, and career advancement.
In a lively panel discussion, the founders of Pinnacle - Dr. Natalie Crawford, Dr. Rupa Wong, and Dr. Pamela Mehta - shared how leveraging social platforms has led to new opportunities, stronger patient relationships, and career growth in unexpected ways.
If you’re eager to dive deeper, you can watch or listen to this full discussion on the Pinnacle CE Membership, where you can watch this exclusive content and earn CE/CME credits - alongside tons of other educational content from experts you already know and love.
Whether you're just getting started or looking to refine your strategy, this talk offers an invaluable roadmap for making social media work for you.
Let’s dig in.
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- How to manage the time commitment of social media
- Legal Considerations for professionals online
- Balancing social media with clinical practice
- Building trust with virtual assistants
- Overcoming perfectionism in content creation
- Using AI tools like ChatGPT to streamline content creation
How Social Media Builds Trust and Strengthens Patient Relationships
Many doctors initially joined social media to educate the public and combat misinformation, but they quickly discovered an even greater benefit: it deepened their relationships with patients.
Dr. Natalie Crawford, a fertility specialist, initially hesitated to join social media but was encouraged by a friend. She soon realized that her online presence became a tool for strengthening patient loyalty.
“I have patients who have now seen me at the three practices I’ve been in. They have a baby from each one, and they say, ‘If you go to the moon, I will go there too to see you as my doctor.”
By consistently showing up online and sharing valuable content, she built a community of patients who trust her before they even step into her office.
Dr. Rupa Wong, a pediatric ophthalmologist, had a similar experience. She joined social media to educate people about eye conditions but soon realized that her presence made her more relatable to parents bringing their children to her office.
“The moms will find me, as many of them probably have for you. They will come and say, ‘Oh, I saw this about your daughter,’ and that connection, that trust, is already formed. So when I need to recommend surgery or treatment, they believe in me. They know I’m a mom as well, and they understand that.”
By sharing parts of their personal lives—within professional boundaries—these doctors create an instant connection with patients. Instead of seeing a doctor as an authority figure, patients and their families see them as real people, making the medical process feel less intimidating.
For doctors looking to expand their practice, social media can serve as a bridge between expertise and patient confidence, ultimately leading to stronger relationships and a more successful practice.
Career Growth and Leadership Opportunities Are Just a Post Away
Beyond patient engagement, social media has opened doors to leadership roles, business partnerships, and entrepreneurial ventures.
Dr. Pamela Mehta, an orthopedic surgeon, didn’t gain many new patients from social media—but she gained something just as valuable: mentorship, networking, and corporate partnerships. She explains “I wasn’t getting patients from there, but I was getting women all over the country saying, ‘Wow, you’re a mom and a surgeon, and you have your own practice. How do you do it?'.”
This visibility led to advisory roles with companies like The Good Feet Store and OOG Health, as well as investment opportunities. As she points out, companies and business leaders value connections with doctors who understand social media because they struggle to navigate it themselves.
“Even if you’re not super active on social media, if you’re networking with colleagues and making connections, that’s of great importance to these companies.”
Dr. Rupa Wong saw a different benefit: social media helped her maintain relevance in her field. She had left a prestigious academic position at Boston Children’s Hospital to start a private practice in Hawaii. Normally, stepping away from academia can make it harder to stay involved in professional leadership. But social media changed that.
“Social media got me a seat at the table. Now I’m able to be on committees. I’ve been asked to take on leadership positions in my academy. That’s beneficial because, as we’ve heard all weekend, if we’re not at the table, we cannot institute change.”
For professionals looking to advance their careers, social media provides a powerful tool to gain visibility, demonstrate expertise, and connect with industry leaders in a way that traditional networking might not.
Consistency and Strategy Matter More Than Perfection
One of the biggest hurdles for professionals considering social media is time management. How can busy doctors and business owners consistently create content without it taking over their lives?
The panelists agree that consistency is more important than perfection. Dr. Crawford, who has grown a large online following, emphasizes, “You have to be present to win.” She dedicates about an hour a day to social media and batches content on her day off.
Dr. Wong, who balances a full-time clinical practice with content creation, has a strict system in place. Describing her YouTube system, she explains “I batch my YouTube videos once a month. I have a dedicated time for research, filming, and then I drop them into a folder for my editor to handle the rest.”
Dr. Mehta, who initially posted daily to grow her following, acknowledges the importance of engagement.
“In 2018 and 2019, I was posting every morning at 9 AM PST. I made sure I wasn’t in the OR so I could interact with people as they were commenting. You have to post consistently, or the algorithms will throw you in the trash.”
For those just starting, they advise focusing on one platform first, engaging authentically, and gradually expanding as comfort and resources grow. Dr. Crawford’s advice: “I spent my first three years only on Instagram—nothing else. I had to master one before adding more.”
Another game-changer? Outsourcing. All three doctors eventually brought on virtual assistants to help manage their platforms, whether for editing, responding to comments, or repurposing content.
Dr. Wong says, “If you want to grow and scale, you have to acknowledge that you can’t do it all yourself. You have to let go of control and let someone else help you.”
Even for those hesitant to delegate, the key takeaway is to start. Don’t let the need for perfect lighting, editing, or a polished presence stop you from sharing valuable content.
Final Thoughts: Find Your Purpose and Adapt Over Time
The panelists all agreed that social media should serve you—not the other way around. Dr. Crawford reminds us, “Social media needs to work for me. I’m not going to sacrifice other things to be present.”
She also emphasized the importance of reassessing priorities: “At this season in my life, my podcast and YouTube drive patient referrals. Instagram and TikTok are fun, but they don’t bring patients to my office. So I focus my energy where it matters most.”
Dr. Wong shared a similar mindset, explaining that her approach to social media has shifted over time based on her career goals and personal life. The key is to regularly evaluate whether your time on social media is producing the results you want—whether that’s patient engagement, leadership opportunities, or business growth.
And for those worried they’ve missed the boat, Dr. Crawford offers reassurance: “The boat is still at the dock. Just start.”
If you’re a doctor, business owner, or professional looking to expand your reach, now is the time to consider how social media can work for you. Start small, stay consistent, and be open to the unexpected opportunities that can arise from simply showing up.
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