I think Ken Terry at FierceHealthIT has got it just about right. Physicians are busy people – looking to get paid for their work. For now it would not appear that social media offers sufficient upside commercially nor clinically. There is no compelling reason for physicians to spend significant amounts of time interacting with patients or potential patients.
I think this is changing and will continue to change. We will see patients with very detailed health records and detailed information on the performance of physicians looking for a different service. This may require a new commercial model. Perhaps it will also impact the clinical care model – with more remote service, before and after a visit to the physician.
But for now I would expect to see busy physicians staying busy and not spending a great deal of time interacting with patients online.