The impact of the Internet on business now virtually requires all professionals to be active in the new, interactive “Web 2.0.” The Internet makes it easy to stay informed about your industry and stay ahead of your competitors — two essential keys to success.

To further a practice, the opportunities available on the web, including social media, blogs, and commenting areas, can build your credibility, develop patient relationships, and help grow your professional knowledge.

Today’s Internet users generate new content and collaborate with one another, as opposed to only reading and referencing what is posted online. There are, however, valid concerns about the time commitment the “new” Web requires for busy doctors — a reasonable concern considering the value of your time.

On the other hand, it is important to understand how truly effective it can be to utilize new tools on the Web. For example: Profile pages on social media sites like Facebook are quick to set up, easy to maintain, and require only as much time as you care to invest.

Blogs, on the other hand, carry greater expectations and require a greater time commitment. Content is key, with regular postings expected — at least two to three times per week.

A medical blog provides the flexibility to address multiple topics including medical innovations and research, information learned at conferences, a Q&A with patient questions, and personal experiences. Though more time consuming, this medium better presents doctors and their area of expertise to the public, while bestowing a sense of understanding and professionalism to current and potential clients.

Social media outlets are perhaps the simplest element of Web 2.0 for chiropractors to get involved with, especially from a marketing perspective. It immediately presents a practice to a large audience, while placing a face to the name and introducing services.

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