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"DO NOT CONFUSE ADVERTISING WITH EDUCATION OR INFORMATION"
Professor Barbara Hersant is an eminent surgeon practicing at the Henri Mondor Hospital in Créteil. Her expertise and dedication to surgery have made her a respected figure in the medical community.
Specialising in several branches of surgery, including cosmetic and reconstructive surgery, Professor Hersant is renowned for her surgical precision, her compassion for her patients and her commitment to providing the highest quality of care.
As a dedicated professional, she continues to push the boundaries of surgery, while focusing on the well-being and satisfaction of her patients.
Professor Barbara Hersant also enjoys a strong online reputation, thanks to her educational contributions and active presence on digital platforms.
Her commitment to sharing her knowledge and experience on medical forums, professional social networks and her own website has helped to raise her profile and strengthen her proximity to her patients.
On the one hand, digital communication allows us to educate and inform. Through the content they distribute, surgeons can educate or provide medical information to their patients, the general public, plastic surgery students, their peers, doctors’ and patients’ associations, manufacturers, etc. Information is not synonymous with advertising.
This communication can have other impacts, particularly in the field of research and industry.
This visibility can lead to “win-win” exchanges with worlds other than that of surgery. On a personal level, my digital communication allows me to “let people know” about my surgical skills, my research and my commitments in the field of teaching and in patient associations. I also like to share technological innovations with my virtual community.
As well as increasing patient recruitment, this digital communication allows me to be invited to numerous international and national scientific conferences, and to find partnerships with industry for my research.
There is perhaps more proximity. Surgeons are becoming more accessible. I’ve noticed that my patients are interested in the content I’ve published and often come to my consultations already knowing my protocols. The consultation is made easier and the time freed up is better spent on personalised, holistic care.
On the other hand, there can be negative effects, such as confusion between the virtual space and the consultation space, which is medical time. For example, some patients may report a complication or an abnormal situation in messages left on platforms instead of contacting the hospital or practice directly.
Yes, that’s why we need to keep professional digital communication separate from personal communication, which should remain private. In fact, communication that is too personal can alter the patient’s trust in their practitioner or the quality of the relationship.
I use LinkedIn, Instagram, Facebook, TikTok and various learned society WhatsApp groups. I also have a personalised website with the option of interacting via a form.
To promote medical and scientific events such as conferences, scientific and grey literature publications, to spread the word about the surgical methods I use and to promote teaching.
These days, I feel it’s vital to work on our Ereputation, by highlighting all the controlled and validated information about us. If you don’t control your own communication, you run the risk of being exposed to that of others.
Over the last 3 years. Yes, my website appears on the first Google page dedicated to me (with the query Barbara Hersant). So when someone searches for my name, it’s easy to find my site.
I’m also better referenced on the themes that interest me.
The fact that we had several interviews, including an annual one, meant that we could take time out (in our fast-paced lives) to focus on our communication and the important points we needed to defend.
Together we came up with a directing line and a personal digital signature, which enabled me to strengthen my digital strategy. The SEO work we carried out was a key element in the succes of the project.
Yes, because of the form and content work that is done. Even if it’s the doctor who has to create the content, the agency helps with referencing it and setting up a communication strategy. It also helps them to find their digital signature: logo, graphics, etc. There is also a reactivity in the event of modifications or additions to the content.
Don’t confuse advertising with education or information. Avoid ethical errors, such as not responding to patient’s medical questions in public (risk of breaching medical confidentiality), or posting comments or photos of patients without their consent.
it is important to produce quality content without plagiarising your peers. Take time to focus on your objectives. You need to establish a clear communication strategy to avoid engaging in messy communication, which can have negative effects.
