Follow Me! Creating a Personal Brand with Twitter

Chapter 11

Empowering Health Care

“Sparing people the need for surgery one at a time :–( Need an app for this!!!”

@hjluks

Howard J. Luks, M.D., is far more than just a great physician. Named as one of “Twitter’s Top Ten Doctors,” as well as one of the “Eleven Faces to Follow in Health Care and Social Media” by FierceHealthIT, Howard is testimony to the changing face of health care using social media as a platform to educate and empower his patients.

He’s approachable and likable, and he enjoys lively banter with his followers but beyond that, his personal brand is one of education, reassurance, and empowerment — three things that today’s health care system desperately needs to impart to the wider community.

Howard has managed, through clever and insightful use of his social networks, to blur the somewhat starchy boundaries that have traditionally existed between doctor and patient. His daily tweets (@hjluks) provide the perfect edutainment blend of fact, humor, and reciprocation.

What’s more, Howard knows how to involve his audience on a personal level, using everything from asking for advice on his medical conference speeches to sharing favorite family and leisure time moments (see Figure 11-1).

Figure 11-1 Howard J. Luks, M.D., involves his Twitter audience on a personal as well as professional level.

It’s interesting to note that social media use among physicians is actually ...