It is not often that you go to evaluate how much and how i social media can become an integral part of the professional life, and not only private, of doctors. Going to see the population of professionals who operate in Milan, in any case, one realizes how and how much the use of these means of interpersonal communications is expanded and pervasive. Think: nine out of ten Milanese doctors have a social profile, although it must be said that Only a quarter uses it in a professional wayand another fourth in a hybrid way. And it is only one of the data that emerged during an unprecedented investigation of the Order of Doctors and Dentists of Milan (OMENOMI), presented on the occasion of the first FAD course on the topic and dedicated to Milanese doctors, already online on the order platform.
Because social networks are used
Among the purposes indicated by those who use it active, stand out
- Health dissemination (63%)
- Continuous training (56%)
- scientific update (51%)
- the care of digital reputation (43%).
All beautiful and simple, it will be said. But that’s not the case. Because the theme of the confidentiality of information and messages Between doctor and patient it should never be underestimated. 65% of the interviewees in this sense said they had doubts or uncertainties compared to Privacy management and ethical limits of online communication. In addition, only one in four doctor believes he knows well the rules and ethical implications of the use of social media, a sign that the training need is still wide and urgent.
The investigation was also an opportunity to present a series of operational recommendations, designed to guide professionals in the correct use of social media. The doctor must preserve the confidentiality of patients In any context, avoiding any content – even indirect – that can violate their privacy. It is not recommended to accept requests for “friendship” by patients, precisely for Avoid ambiguity in the careful relationship and protect both from misunderstandings or non -consumed behaviors. Numbers and indications that are also reflected on citizens, confirming the urgency to form doctors to the conscious management of digital tools.
The risk of fake news and “wrong” friendships
“Today it is essential to recognize reliable sources and counteract fake news, which risk damaging public health and the reputation of the professional”
Explains the president of Homceomy, Roberto Carlo Rossi.
“The disseminated information must always be based on scientific bases, and the opinions clearly distinct from the facts. Furthermore, the doctor must always keep in mind to those who are addressing: it is one thing to speak to an audience of experts, another is to contact the general public, which often does not have the tools to distinguish between a personal evaluation and an objective data. Furthermore, the behavior of the doctor, even outside the strictly professional sphere, must always be suited to the decoration and dignity of the profession. Just as it is important to avoid accepting requests for ‘friendship’ from their patients. The goal of this course, aimed at our members, is to promote an ethical, effective and safe communication, capable of improving the relationship with patients and the public presence of the doctor “.
Attention to ethics
“We need a cultural leap: communicate does not mean trivializing, but knowing how to translate complexity in a clear and responsible way. The online reputation It is an integral part of the doctor’s identity. The risk of the so -called ‘influencers’ doctors’ is to empty clinical messages with content, reducing them to slogans. Making real dissemination means respecting precise objectives, maintaining correct language, and avoiding ambiguity and conflicts of interest. Communicate in a civil, empathic and solidarity way It is an integral part of professional ethics. New skills are needed, social skills, and above all awareness of one’s public role also in digital “
Fabrizio Gervasoni, doctor and curator of the investigation explained.
Seen, however, how much and how the doctor, in addition to being an information broadcaster, must also be a recipient and therefore again a reference point for patients and the external world, it is necessary to orient yourself in an increasingly crowded digital context and full of information, in certain cases fallacious. So perhaps there is a need to be, but with a role attentive to the ethics.
“Knowing the main articles of the code of medical ethics related to public communication and the ethical responsibility of the doctor in the digital era is even more fundamental. Let’s not forget that the doctor is a doctor even when he is not carrying out his work. Communicating in the health sector, even on social media, however means move within borders regulated not only by ethics but also by law“
Maria Teresa Zocchi, family doctor and scientific manager of the course specified.
“There are things that can be said, others that must be avoided. Forbidden suggestive, deceptive or disparaging messages.truthful, documentable information, always oriented towards the protection of public health. So be careful not to incur violations that can translate into sanctions or legal consequences “
He added Giampaolo Di Donato, a component dentist Cao Milano.
