I think doctors have linkedout. Others have offered reasons why. Some disagree claiming that 1M doctors and nurses are on Linkedin. While that may be true, as the owner of a group that is approaching 20,000 members, I’ve observed:
1. Linkedin is mostly about finding a job. It does not fit the needs of doctors.
2. Social media sites are a usefull way to educate, inform, market, build networks and communities of interest and build a business or start one. Most doctors are not interested in those things.
3. Doctors don’t have the time to actively engage to the extent they need to to be effective.
4. There are many competitive physician networks that offer more a value proposition.
5. Doctors like to hang out with other doctors and feel uncomfortable expanding their networks outside of medicine.
6. They are afraid of liablity risks and are just learning about how to use social media correctly.
7. Using liinkedin is a great way to build international networks. However, 10% will be talkers and the other 90% will be gawkers.
8. Linkin can be used as a feemium business model. However there are risks and unless you offer a lot to premium members, it will fail.
9. Doctors use professional and specialty associations as advocates, as ineffective as some think they are. Not much get’s done on Linkedin.
10. The opportunity costs of their time is high. They don’t want to waste what littel time they have left each day surfing on Linkedin
Getting doctors engaged on Linkedin is as difficult as it is at the hospital. While it can be a useful tool, most clinicians will be Linkedout and not engaged.
Arlen Meyers, MD, MBA is the President and CEO of the Society of Physician Entrepreneurs at www.sopenet.org
