How many of, if everyone in here is a five-star doctor? Do you know how many stars you are? Does anybody know? Does anybody know how many stars? This is very important, and I'm not gonna tell you how to get more stars, but I'm gonna tell you it is fascinating to me what we think. I can tell you every one of you is a five-star. Every one of you is five-star, and it is amazing. And I sit in my OR sometimes, and I'm like, do you know what it takes to actually be in this room? Do you know the filter it takes to be in here? Every one of us has gone through so much to be here, so every one of you should feel good about why you're here and what you're doing. And so what I learned early on, which was, you know, it took me several years, but it was fascinating to me that my lowest ratings were the people where I was like, I don't think an operation's gonna help you, right? It was the people who I ethically said, I don't think surgery's gonna help. And they would leave and be like, screw this guy, whatever, and it was, and that disconnect is where we learn, right? You learn, you're like, wait a minute, I thought I did the right thing. I thought that was the right thing to do, but the lens of the patient really adapted like what was going on. So we'll talk a little bit about this. What's coming, and I think where I would say I almost feel like I'm on the downhill side of this, but we're getting ready to enter into something that most of us have no idea what's really happening, right? And this whole idea of this metaverse, and you'll hear Mark Zuckerberg talk about it, but it's this idea of the immersive media experience. And it's gonna affect every industry going on, and whether you truly buy into that or not, it's truly where the kids are today. What are they thinking, right? And it's really this idea of a 3D virtual world. And sometimes, I mean, the modern experience is gonna involve headsets, but I could imagine it may move beyond that based on technology and expanding these relationships between the people and the business, right? You start to blur those lines, and it's gonna provide opportunities, marketing experience, as Kevin just got into, it's that experience, it's what people are expecting and matching their expectations with what you deliver, right? And so I would say, be prepared for this because this is gonna change a lot of what happens with us. I tried to get updated data for this because this slide is a little old because it talks about the 2010s, and we're now in the 2020s. The pandemic has messed a lot of things up, but I would just point out that a lot of these social media apps have very much dominated where people are spending their time, right? And this is just before the pandemic, right? But Facebook clearly across the world is dominating where people were spending their time. And I think it still does as far as where if you had to spend your time marketing, where you would spend your time. This is 18 minutes a day. I can imagine the pandemic probably quadrupled that, right? People talk about TikTok. I can't really tell you whether this is the right way to go or not the right way, but I will tell you that if you talk to people that are not necessarily in medicine, they're following TikTok, right? And they started their business platform in 2020. Here's the problem. The problem is I don't know if TikTok's gonna be here six months from now because there's a lot of politics involved. It is considered a Chinese company and data privacy is a big deal. So I would say if you start to expand your practice down that path, just realize that may change. This is another slide that may change things, right? Medicine doesn't have anything to do necessarily with OnlyFans, which has a kind of a nefarious reputation. Spotify, very controversial as well. But I will tell you somebody at this meeting is figuring out how to use this to expand their vertical. Just what Brian said, right? It's how do you get paid for creative content? OnlyFans, which was a lack of a better word was a pornographic site for the most part around the pandemic said, pornography is out. OnlyFans is not gonna do pornography anymore. And then a lot of people stood up and said, well, that's how I make my living. So I don't know how that medium is gonna change, but somebody is gonna show up and be like, you know what, an orthopedic surgeon out there, we're gonna make it worth your while to start creating content and you're gonna get paid for that. And there are patients, there are people that are hungry for that information where you'll get paid, right? Still controversial. So our goal right now this morning is fairly basic. We want to enhance your professional visibility and do it in a good way, right? We wanna develop your social media, organize your content, maximize your delivery and minimize risk. Cause this is where people get burned every time. This is all about your brand. Kevin talked a little bit about this. You have a professional footprint, right? This isn't like what you're doing. This is not your fishing. It's not the big fish you caught over the weekend. This is how do you improve your professional brand and how do you have a word of mouth that's positive, right? How do you have a positive message? And it can be a blessing and a curse. As I said, everyone wants a happy patient. You want the person leaving, even if you said, I'm not gonna operate on you. You want them to say, boy, that was a five-star experience. And you want that message to be there. Realize that your social media footprint can be used in your licensing decisions as well as any litigation. They're gonna be like, well, what did the doctor say online? And you're like, well, that's not what happened in the case but they can still use that. Perfect example, not an orthopedic surgeon. This is somebody that decided that they wanted to be dancing and posting their videos on YouTube. It ultimately resulted in their license suspension and malpractice, right? So again, there's a lot of common sense and conventional wisdom. Ultimately, and I think this always holds true, brevity is the soul of wit. You wanna use the least amount of words possible to convey your message, right? My brother's big into this space and he's like, you don't understand, it's all about content. Who controls the content, what they're doing with it, and I would implore that message to you. The beauty of social media is it's really, it's not so much the cost of that to you, it's your time, right? And it does take your time but it should have a much higher yield. So let's talk about the pathway. We wanna build a framework, devise methods and avoid pitfalls. And ultimately you wanna devise what your brand is, right? And this is a, as I said, this metaverse of why we're doing this is really this blurring of patients, providers. You may say, well, I'm an orthopedist. What we don't realize is you're in the same metaverse soup as the administrators and all these people are impacting whether you're that five-star doctor or not. And I think as what was mentioned, I think Brian Cole said this and Hussain said this, maybe Kevin, over 50% of patients are picking their physicians electively based on what their online profile is. They're like, I wanna see what that person looks like, right? So who's your target market? That's very important. Because ultimately, as you tailor your message, you need to decide, am I a sports medicine physician? Do I wanna talk more about joint pain and preservation? Do I wanna tell them that I'm the physician for the Denver Nuggets? Or is it an age group? You're like, you know what? I wanna take care of the high school athletes between here and Denver, right? So your message is your brand, your expertise, your story, your technology, and you tailor your message to the market, right? Because you can easily get completely distracted and find yourself always online and doing this and not doing what you were trained to do, right? There's a lot of terms. It makes me laugh because the other day, my dad said, can you come over and help me with this app? I said, what's your username? He's like, I don't know what you're asking me. I'm like, it's just your username, right? He's like, I don't understand, right? So there's a lot of these terms where you can get easily overwhelmed, right? Your URL is just your web address. People say meta tags. Meta tags are effectively your content as the world of Google and other search engines look. Your meta tags are usually hidden pieces of information within your social content that actually drive what people are looking for. If you actually run some sites, you'll get a lot of these people that are like, are you optimized? That's your SEO. And then what has really become sort of more and more important, especially if you have a very busy clinical practice is this ORMs, right? These are online reputation managers. These are people that come up and be like, we noticed you're only 4.1 stars and we'd really like to get that up, right? And so they will find ways to sort of, to mine that data out. Other things, your handle, your user ID, it could be your username, right? Hashtags involve everything. A lot of this seems obvious, but again, if you're not thinking about this, it can change things. People are like, did you get DM'd? Do your patients DM you? Are they direct messaging you through your apps? Some providers love this, right? They're like, oh yeah, two in the morning, they're like checking their direct messages from their patients. Other providers are like, I don't wanna hear it, right? So what is this? It's still, to this day, the new phone book, the thing that we used to get on your doorstep every summer is still your website does make sense. You can be a part of a large group that has a large website, but a lot of providers have actually expanded into, they have their group presence and then they actually have an individual website. And usually these run somewhere about five to $10,000 to set up. But it's your home base for content, right? And can drive this. You wanna be able to make a profile, right? And you wanna, the way to make this easier is to make things complimentary so that one service is complimentary with another. And a lot of these services now are smart enough to where if you post content on one space, it may link up through the others. You actually leverage that profile. So if you put something on Facebook, it may show up through Twitter and Instagram and some of these other things. The meta tags, you want it to reflect things. So if someone is searching, they say, well, I want ACL tear. And the amazing thing is, is 15 years ago, you could buy an ACL tear tag literally online for about 15 cents a click. And I'm not sure what it is today, but I think it's probably closer to $100 a click, right? So there are people out there that, Google will sell you what are called AdWords and you can actually buy your ability to get in there and control where this search is going, right? And hospitals are spending lots of money now. So if they wanna dominate an ACL market, they'll literally go in and be like, yeah, our budget's gonna be $100,000 and we're gonna spend 10,000 just on clicks alone, right? And it's just unbelievable, right? But that's kind of where it is. What is the content involved? Well, you can do everything from PDFs. You can be like, well, this is my non-operative approach. You can do things like case of the week. You can do podcasting. You can just post links. You can be like, this is an article I saw and you can start posting links that are important. Again, target market. Certain social networks apply better to patients and some apply better to providers. And some of this seems obvious. And again, think the lines are blurring, right? But ultimately, some of these allow two-way communication and you can easily create a platform where patients are direct messaging you all the time. They're like, hey, can you look at these films or can you write this prescription? And that gets a little tricky, right? Because you're like, your medical record all of a sudden becomes a social media record and that I think can be a real challenge sometimes. How do you set up your profile? I always recommend trying to create your own zone that is different from the rest of everything else, right? Gmail makes this easy. I often recommend create a professional username. Make sure your password is good. Figure out how to actually get to your website. So if you have like a website provider, be like, what is my actual site? And sometimes that actually has a specific number. Decide what your professional picture and bio is gonna be. And then what's really important, and this is where I heard somebody got burned recently, they had spent all this time building up this stuff and then all of a sudden they forgot their password. And they're like, what am I gonna do? These providers, it's very, unless you are like the federal government, it's very hard to get back in. So make sure that you've got some escape mobile number or email that they can actually come back in because if you, for some reason, forget how you got in there in the first place, it's very hard to get back in. Again, LinkedIn, Doximity, you've heard of those. ViewMedi, these allow more two-way communications. One-way communication is basically saying, I just wanna speak out. I don't necessarily want it to come back in. But again, there are people at this meeting that are, you know, they're direct messaging their patients with abandon, right? Instagram has become probably one of the most prominent platforms recently. Twitter's become very controversial just because are they gonna get bought out? Nobody really knows. But as far as like Instagram, it has become at least for, if you're trying to look at a subset of patients from 25 to 55, it is definitely the greatest outreach, right? How about setting up like a LinkedIn account? Again, pretty easy. LinkedIn is definitely kind of the more professional network. It's a way to connect with colleagues, right? Same with Doximity. And this is just a basic thing. Most of these platforms have a business connection, right? And so when in doubt, you can Google, how do I get started with Facebook business, Twitter business, YouTube business, TikTok business, right? And they all have specific platforms for that. Instagram, again, I have no financial interest in this. I just know in talking to people, you kind of know where the trends are going. They've seen an enormous ramp up in interest, right? And I think a lot of it has to do with just ease of use, right? It's very easy to post an Instagram story. You can do it in probably less than 10 seconds versus a lot of platforms, you have to go through a lot of other things. The other thing is when you're looking at demographics, if you're looking at, oh, I want the 70-year-old platform, Facebook is probably your best bet. If you're looking at saying, well, I wanna get all the ACLs under the age of 40, you probably need a platform that's got a little bit more mobility. And I think Instagram makes that a lot easier. There are other advanced ways to do this. You can start doing video blogs, editing software. It is impressive just how the technology has evolved even in the last 18 months. What's most important is you wanna be clear, concise, and cogent in your message, right? And so if you're talking with patients, you may be like, well, these are my pearls, right? These are some lay press articles. Oh, by the way, I've got the next best suture device and I want you to know is my patient population. It's like, well, you know, Dr. So-and-so, he does it now through like one portal instead of five portals. And they're like, oh, wow, I didn't know that. Your providers, these are your colleagues, you're like, hey, what about a case of video? Or I'd like to recognize my colleague for doing his 10,000th ACL and he has great outcomes. There's other special resources out there. KevinMD.com has spent a lot of time talking about online reputation. There are ways to track this. Just like you would imagine, everything you do is trackable in some way, shape, or form. And it's always nice to say, well, who's actually paying attention to what I'm doing? And there are what are called cluster maps. It's just an example of this. And you can actually go in and if you have a good IT group, they can, you say, you know what? I'd just like a report on this to know is my money really going where it should be? Let's talk about pitfalls. This is where people really run into trouble, okay? HIPAA, very obvious. Putting private information out there you should not do, right? Social media policies. If you are part of an employed group, it is very likely that you have a social media policy and it's important to know what that is. Some hospitals are like, we would love for you to put 10 posts out a day. And oftentimes you'll find there's a big difference between what the lawyers at the hospital are saying and what their social media people are saying, right? And so you have to actually think a little bit about what you're doing. IP, if you post an idea, you may lose the ability to get IP on that in the future. Realize that, right? Conflicts of interest, important. I think where also people run into a problem is they're posting their fishing trip with their patient stories, right? I don't think that's a good idea. I think you should have a personal life, professional life and keep them separate so that if you do have to modify something, and again, doing stupid stuff, it sounds obvious, but posting pictures from your 2 a.m. cocktail party, not a good idea, right? Posting videos from the operating room of PHI and things like that, again, not a good idea. These are just common sense. Always think twice and review your privacy controls. There is online reputation managers that will be able to try to rein it in, right? If you're like, oh, I'm kind of getting out of the way or I'm not really sure why I'm at 3.5 stars and my partner's at 4.8 stars, why is that? It doesn't really matter, I'm not sure. But I had my annual review two years ago and they're like, you know, that 4.6 rating, we really need to get that up. And you're thinking, what planet is this? But that's the reality of where we are, right? So again, in summary, design your framework, develop your content, try to avoid these pitfalls, prepare for this sort of virtual universe that, again, we do everything real time. This is what real meetings are, but I'm telling you that the wave is coming where there's gonna be some sort of virtual technology in healthcare. Thank you so much. Thank you.

online reputation

social media presence

healthcare professionals

metaverse

professional visibility