Dr. Grunch – Using Social Media to Influence Your Bottom Line
Here’s what to expect on this week’s episode. 🎙️
If you’ve ever been hesitant as a healthcare professional to lean into social media, keep reading…
Dr. Betsy Grunch, a board-certified neurosurgeon in Georgia, has gained 1+ million followers across TikTok, Facebook, Instagram, LinkedIn, and YouTube. While it comes with its challenges, her presence and content has not only built her a strong personal brand, but it has helped drive case volume to her practice, increasing her practice’s bottom line.
Dr. Grunch sits down with us today to share how it all began, the pros and cons of having such a large following, and how other healthcare professionals can get started.
Key Takeaways:
➡️ Consistency is Key: Successful social media presence requires consistent posting of quality content to engage and grow your audience.
➡️ Be Authentic: Being true to yourself and your beliefs can resonate with a wide audience, establishing trust and connection.
➡️ Privacy and Ethics: Always prioritize patient privacy and never engage in distracting behavior during medical procedures.
➡️ Impact on Practice: Dr. Grunch’s social media presence has led to an increase in patients from all over the country seeking her expertise.
➡️ Enhance Communication: Utilize social media and other communication platforms to improve patient experience and make your practice more approachable.
Dr. Betsy Grunch is a great example of how social media can positively impact a healthcare practice, while also reminding us to maintain professional boundaries and patient privacy.
Find the full episode on Apple Podcasts, Spotify, or YouTube to hear all the details.
Episode Transcript
0:00
welcome to this week in surgery centers if you’re in the ASC industry then
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you’re in the right place every week we’ll start the episode off by sharing an interesting conversation we had with
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our featured guests and then we’ll close the episode by recapping the latest news impacting surgery centers we’re excited
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to share with you what we have so let’s get started and see what the industry’s been up to [Music]
Welcome
0:27
hi everyone here’s what you can expect on today’s episode Dr Betsy grunge is an extremely talented
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board certified neurosurgeon based in Georgia and if that isn’t impressive
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enough she also is a social media influencer who shares her content with millions of followers across Tick Tock
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YouTube Facebook Instagram and Linkedin primarily under the name ladyspindock
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she joins us on this week’s episode to talk about how her use of social media has helped her increase her case volume
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the pros and cons of having such a large following and also how other Health Care Professionals can get started on social
1:07
in our news recap we’ll cover a former nursing school president who awarded 7
1:12
600 fake diplomas a crisis amongst rural hospitals the
1:18
impact of weekend warrior activity on heart health and of course end the new segment with a positive story about new
1:25
lollipop testers that can detect strep throat and other illnesses hope everyone enjoys the episode and
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here’s what’s going on this week in surgery centers
Dr Grunch Introduction
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[Music] hi Dr grunge welcome to the podcast hi
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thanks for having me oh please the pleasure is ours I am so excited to have
1:48
you on today because I feel like for the most part social media is not leveraged to its fullest potential in the
1:54
healthcare industry but you are certainly doing the opposite and have really leaned in can you tell our
2:00
listeners a little bit about yourself yeah so my name is Betsy grunge I am a
2:06
board certified neurosurgeon I do a private practice neurosurgery in Gainesville Georgia which is a suburb of
2:12
Atlanta and I’ve been in practice for about 10 years now since 2013. so yeah
2:18
and then I know we’re going to talk about this today but I’ve been on social media for a few years now and I’ve gained some following and excited to
2:24
talk about that today yes well gain some following is an understatement but when did your journey
2:31
on social start and which platform did you start with so I’ve actually been a just a personal
2:39
user of social media platforms for four years I love just connecting with outside world and seeing what my friends
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are doing and things like that for forever so I’ve always posted on my
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personal page and enjoy doing that but really you know professional and I struggle to find that like how can I
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utilize this in a good way where it would be seen well for a while I really didn’t know where to start so I actually
3:03
started my Instagram and Facebook page probably right when I first started the practice but didn’t start posting
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consistently or would even venture to call myself a content creator or anything like that until the pandemic so
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you know like most medical professionals and surgeons in particular we were struggling during the pandemic and when
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everything was shut down and people didn’t want to get out and see their doctor so my PA and myself we were just
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sitting in the office one day and we were kind of bored so we made a video and posted that and it was fun and it
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was received well and so we were like all right well I just kind of was delving into doing that and I posted
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another video I think maybe a week or two later I posted on Instagram initially but I actually filmed it and
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put it on Tick Tock and I didn’t really use tick tock that much but it’s such a
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unique platform where you can really gain popularity with people that don’t really follow you and a video at the
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time I would call it viral but it was really just neat to see the engagement and the kind of people that I reached
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with just that one video about being a female neurosurgeon and it just kind of grew from there I decided that I wanted
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to be consistent just to see where it went so I dedicated myself to posting videos daily for a few months to see
4:19
where it went and the traction just took off from there and the rest is history I guess yeah that’s awesome and I think this
How do you determine what content to film
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will probably be a theme throughout but it sounds like it came so organically and so natural to you and it was
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something you were doing personally anyway so you’re like hey let me see how I can fit this in professionally as well
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how do you determine what content to film do you plan it ahead or is it more
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in the moment yeah most of my content is organic on my platform I talk about a
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little bit about everything I’m gonna I talk about medicine I talk being a mom I talk about things I do myself so it’s
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more of like my page and not really my practices page so it’s just what’s going on in the moment or where my mind stream
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is going at the time and what I want to talk about but you really have to be successful on social media you have to
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be very consistent and viewers are going to expect a certain product and know that you know that you’re going to
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produce a certain quantity of content or quality of content and so for me
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personally to try to just maintain that balance of what I do and education which is one of the Mainstays of my platform
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is I do and I’m sure people that follow me know I do a case study or discuss this particular topic once a week and so
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that really helps me stay consistent so I know on Sunday and Monday I’ve got two things I’m going to talk about every
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single week and that’s been the roots of my platform and really I think helped me grow and gain a consistent following
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because people know that it’s going to be always there and then if there’s some stuff that comes up in the news is a Hot
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Topic or something that’s relevant to me make an effort to do that as well yeah
5:58
and you had mentioned in the beginning you challenged yourself to post daily in that time frame where some of the videos
6:05
you were posting getting no attention at all and then one would get a lot of attention and kind of Vice Versa because
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I feel like a lot of people struggle with still post consistently for a week and they’re getting nothing so then they
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get to feel defeated and fall off what was that like for you yeah I think I would compare social
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media to like to like a weight loss Journey because I’ve gone through that myself too but I can’t just pump it out
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and do a hardcore diet for a week and expect results and then be frustrated and give up it’s about consistency and
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yeah you’re right I mean some videos you think are like oh man people are really going to connect with us
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and there’s a variety of reasons why that could be and it could be simple something as simple as the lighting in
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the room or the audio to where the algorithm really doesn’t pick up I’ve learned a lot about the algorithm and and how social media platform different
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platforms work and what succeeds on different platforms you know I try not to get my head too wrapped around like
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oh my gosh my video didn’t get a lot of views or et cetera just just more about the consistency and just being true to
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yourself about what you’re putting out there and then the followers will come so it’s more about if you’re really
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trying to grow it’s about being consistency and staying true to what your roots are and then people either
7:20
connect with it or they well so yeah do you find that there’s a certain type of content that does resonate the
What resonates with your followers
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most with your followers you had mentioned your first file video of being a female neurosurgeon which I would
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imagine Peaks so many people’s interests yeah I think for me personally being in
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this field being the you know the Unicorn so to speak and there’s not many female brain surgeons out there I think
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it just it really intrigues people into what we do and I try to break it down on a level to that’s easy to understand
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because that’s really what I do in my practice every day with patients I explain things on a really basic levels they can understand so taking a complex
8:00
something and breaking it down very simplistically is something that I
8:06
really like doing because it’s not really that complicated but I think what really resonates varies and I think I
8:13
have such a wide catch audience it’s interesting like healthcare professionals that follow me but then I
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have people that follow me because of my content with my kids or my women empowerment stuff but I think really the
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guts of it is just the fact that by really speak true to what I believe in which is about health care about
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Simplicity and health care about being a good mom and maintaining a good career
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and about women empowerment I think a lot of that resonates with the audience so yeah I was looking at one of your videos
Getting started on social
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the other day and it was of your daughter and there were so many comments that were like oh I want to be a doctor so bad but I’m so nervous I can’t have a
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family as well thank you for showing me I can do both so that must feel really good to see those types of comments yeah
8:58
it definitely does yeah because I think there’s two facets of it it’s like you’re almost building your personal
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brand on social media as well but we also encourage from the facility level
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whether it’s a practice or a surgery center or hospital to get involved on social as well so whether it is more of
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the company profile or a doctor’s profile what advice would you give to anyone who wants to get started and
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isn’t quite sure where to begin I think it’s the difficult slope to try
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to navigate but I think ultimately there are ways to succeed on social with breaking things down to really
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push forward what your facility represents and and what your business model really represents and I think
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there’s a really easy way to do that there’s ways that you could steer yourself in the wrong path and we can
9:47
certainly Venture down that pathway in a little bit but I think the the basics of it is really just showing the human side
9:55
of it like healthcare is so intimidating to so many patients and being in healthcare and all of us that are in
10:00
healthcare think it’s so simple but it’s really intimidating to the basic person who’s never had surgery before or has
10:06
this upcoming surgery that may really change their whole life and seeing the humanism and medicine I think really
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helps people break down those fears and can really make you succeed and I think
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that’s one of the reasons why it’s been so useful for me in my practice
Negative side effects
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yeah absolutely and you kind of alluded to this I think the industry as a whole as we mentioned
10:29
has been hesitant to dive in I’ve spoken with a couple facilities about this over the years and it seems they’re always
10:35
like well my lawyer told me this and my lawyer told me that it doesn’t have to be that complicated or that risky based
10:42
on the content that you post that your lawyer would need to be involved but of course we see stories all the time that
10:49
the media loves to dive on so at a high level for you personally have you seen
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any have you experienced any negative side effects or challenges because of your Social following and the content
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that you share of course I think anybody that puts himself out there is really going to face challenges or negativity
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because everybody loves to hate and everybody loves to take a 10 second video and change it into what your
11:14
entire life is about so I think that’s just the natural history of being a human being like if you go and talk to
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somebody for two minutes you’re going to raise conclusions or come to a decision about how you feel some about somebody
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and so when you put yourself out there you welcome that type of behavior but I think the positive sides of it
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significantly outweigh the negative sides of it and it’s tough I thought going through neurosurgery residency and
11:39
working 120 hours a week and getting told that I can’t be successful Etc was hard but man putting yourself out there
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on social media and have every mom Joe and pop out there saying what they think about you is really hard and then the
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mean things that people say behind a keyboard but I think in terms of what we’re really trying to get out here is
11:59
how can it be negative to you need to get attorneys involved Etc I mean you just have to be smart
12:04
about what you put out there and I think any time you post you really have to see all sides of
12:10
how that might be taken like obviously we don’t want to be making fun of patients or showing inappropriate
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content or having patients privacy at all be questioned but I think there are
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good ways of doing it as well that can really benefit uh everybody so definitely and I feel like they probably
12:30
look and say oh she has a million followers she’ll never see this mean comment and that’s just not the case
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people forget or they don’t realize there’s a true human being on the other
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side of this account oh yeah they think that I don’t know
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that’s fine I know I know so we would be remiss if we didn’t talk about what’s
Dr Roxy
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going on present day with Dr Roxy Who was a plastic surgeon in Ohio who did
13:02
recently lose her medical license and all the headlines you know they love the click bait they’re just saying she lost
13:08
her license because of tick tock which is obviously not true so for our listeners who might not be fully
13:15
caught up on the situation can you share a little bit more about what’s going on with Dr Roxy and your take on the
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subject yes so I think the aesthetic industry is
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a really unique industry in terms of how they Market themselves I think plastic
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surgeons being in the business of making people pretty and and working with young patients and being cash pay in most
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practices you use social media as one way you can really brand your content
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and bring people in and want to have surgery with you it’s a little different than my practice per se but not so much
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you know I think there’s a lot of plastic surgeons that are doing what she did they show their outcomes they show
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their before and after pictures and in some instances her and other surgeons are actually live streaming their
14:02
surgeries to break down what it’s like and what your experience would be if you’re having surgery in her practice
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and for her I think that she did things for years Snapchat and Tick Tock where
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she would live stream her surgeries and show a lot about the intrinsic nature of her practice which as long as the
14:19
patient gets consent is okay is it ethical that’s questionable but is it okay in terms of the patient
14:24
confidentiality yeah they gave their consent but I think what was really happening is that she was engaging in
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the content more so than engaging in the surgery and that’s where the liability
14:36
the boundary has been crossed where she had you know terrible complications bowel perforations multiple times during
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liposuction procedures which you should never really penetrate the abdominal fascia and to happen once or twice may
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be okay but it happened over and over again and bad outcomes from her surgeries and that’s not just the ones
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who live stream but I’ve seen some of her live streams literally she’s operating on someone and looking and
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reading the comments while she’s clearly described while she’s doing her procedure that’s just kind of cringy because you
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really have to dedicate yourself to what your job is and that’s to take care of patients and a patient is under
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anesthesia they’re putting their life in your hands literally to take care of them and some of the other stuff you
15:22
know she supposedly had complications patients would call the office the office would refrain from them to go to
15:28
the emergency department and seek treatment when they had complications and I think as a physician your ultimate
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liability is to take the best care of patients and we’re surgeons we all operate in an industry to where we know
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there will be complications that happen no surgeon is perfect and the best thing you can do if you have a complication is
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be honest and do your best to take care of that problem and to make sure that
15:52
patient safety is your utmost priority and that’s where she did not maintain
15:58
that and that’s why she lost her license it wasn’t because of being on social media or live stream or surgeries and in
16:04
addition to that I believe from my review of the online information is that they warned her multiple times like
16:10
twice 2018 2021 and she continued to do it and so I think once you get warned
16:16
maybe you shouldn’t do it again but if you get worn twice man you’re just asking for trouble yeah and it’s a shame because
The Healthcare Industry
16:23
to think about the amount of schooling she had to go through and like it was her whole career and her whole life
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leading up to this moment and to lose it as something as silly as trying to live stream a procedure and being distracted
16:36
and causing harm to your patients where if that was the type of content she
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wanted to show or if any doctor wants to show to your point with patient consent you know I’m thinking to myself like why
16:47
couldn’t she have just filmed it and done a voiceover afterwards explaining what was going on so that she could stay present in the moment and then give the
16:55
information to her followers that they’re looking for afterwards in a safe way but it’s I guess neither here nor
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theirs but thank you for clarifying it because again I know people are just gonna skim the headlines and not really
17:09
dive into it and I think the healthcare industry just needs to lean into social media more and I hate
17:16
seeing things like this because I feel like it sets us back I agree yeah I think this is the way the media leans
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anything really is how they want it to be portrayed and they can steer the ship so to speak so yeah I agree yeah and
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also there’s so many patients out there who are so hesitant to have surgery not elective surgery surgery they need to
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improve the quality of and longevity of their lives and they’re already so scared to go under and already have
17:42
their own anxiety about things and then to have to go to your doctor and say you’re not going to live stream this right like you’re going to be focused
17:49
like that’s just sad and it shouldn’t be like that yeah I think that’s the part that’s really frustrating to me is
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realizing that those patients knew that was happening but patients like you said that are going into surgery they have
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concerns overturning themselves over to someone and being put to sleep and not
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having awareness of what’s going on and for anyone to think that a physician or
18:13
anyone would take pictures or videos or live stream their surgery without their consent that’s not how things work so I
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think it’s really it’s like you said it set us back a little bit in gaining Confidence from patients and trusts from
18:27
patients yes well Switching gears to a more positive note and back to you with your
Impact of Social Media
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social media presence how has it impacted your practice have you seen are patients calling from all over the
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country trying to get in with you has it affected your caseload finances how has it played out for you
18:49
yeah it’s been crazy I mean being in the spine and neuro is a field where you’re
18:54
dealing with pain and patients that are in pain are really desperate for Relief and then this field you know you have
19:00
patients that get told no by providers and they don’t know why they’re hurting and so like I said they see somebody
19:06
like me who talks about similar symptoms and they think that I can help so yeah I get calls daily from people from other
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states even other countries it’s wild like the kind of people message me through Instagram or my email Etc I mean
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hundreds a day on DMS or email that I just I can’t do that so you know I
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strictly really focus on the patients in my community and if I have someone that’s willing to travel and do the
19:32
things that they need to do to get safe care I’m willing to see them but to have someone have a spine surgery and then
19:38
fly across the country and I can’t provide the appropriate post-operative care seems like a real not only
19:44
liability to me but I’m not really doing that patient justice so I really gave those patients very carefully in terms
19:52
of how I can really provide good care to them and I think it has significantly impacted my business I’m already a very
19:58
busy surgeon in my community but being on social breaks down the boundary of
20:03
people thinking that they know me before they come and see me or they have trust in me before they even make an appointment and that’s really flattering
20:11
because I haven’t met them I caution people that do that because you can gain a certain amount of Confidence from
20:17
someone I think it’s great but I still want to engage in that patient care in a safe manner so the bottom line is yes it
20:24
has grown tremendously it’s been a lot of extra work on me and my team to filter through what’s appropriate and
20:31
what I can do my best to help with and it’s been even with the patients that I
20:36
see consistently it’s fun because they know my family they feel like they connect with me in a way that makes me
20:43
more approachable and I think ultimately allows me to provide them better care because they have that trust in me so I
20:50
think it’s been really a positive thing yeah that’s awesome I need to know does anybody ever bring you headbands as
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gifts when they come into the office for you all the time
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yeah it’s very sweet I love it it’s so it’s fun yeah people mail me stuff I get
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random Gifts of anything from makeup to like headbands to Scrubs to clothes so
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whatever it’s very sweet yeah that’s awesome so if you had to just boil it
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down you would say that your presence on social media has helped increase Revenue at your practice absolutely
21:31
okay that’s awesome absolutely I think it really is the positive way of growing your business whether it’s your
21:38
brand what you put out there versus just your bottom line and what you’re really roots of your practice is it’s going to
21:44
make people feel like you’re more approachable and want them to want to seek care from you yeah absolutely
Improving Your Surgery Center
21:51
all right final question we do this every week with our guests what is one
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thing our listeners can do this week to improve their practice or improve their Surgery Center
22:02
I think on the same lines what we’re talking about communication I think that
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really patients desire to come to a place of health care where they feel
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safe where they feel understood and where they feel comfortable and all that
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comes down to good communication with your timing of surgery arrival times your post-operative care and the time
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that them and their family is within the facility I think social and other platforms even communication platforms
22:34
like apps and stuff that I use have really helped open up that communication boundary even with my surgery center
22:40
we’ve integrated a few platforms that really makes the entire process of
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scheduling surgery through your post-operative time very simple very easy to reach and I think that’s going
22:53
to help your Center become more successful to gain business and want to have people to have surgery at that
23:00
particular place or from that particular provider great well that is the perfect way to
23:06
end thank you so much Dr grunge we really appreciate your time and for you coming on today
23:12
thanks for having me I appreciate it bye [Music]
Healthcare News
23:19
as always it has been a busy week in healthcare so let’s jump right in our
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first article comes from Becker’s ASC and is some troubling news a former
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nursing school president has been sentenced to 21 months in prison for awarding at least 7 600 fake diplomas
23:38
so Johanna Napoleon former president and owner of the Palm Beach School of
23:44
Nursing in West Palm Beach Florida will not only be going to prison but must also pay three and a half million
23:50
dollars in fines during the trial Johanna pled guilty to selling fake degrees for between six
23:58
thousand and eighteen thousand dollars and purchasers of the fake degrees also
24:03
receive transcripts showing that they had completed the necessary coursework some of the buyers actually went on to
24:09
pass the national licensing exam becoming registered nurses around the country state boards have been trying to
24:16
locate nurses who receive these fake degrees with the New York nursing board asking 903 nurses in March to either
24:24
submit proof of appropriate education or Surrender their licenses this is obviously deeply concerning to
24:31
have nurses actively working and caring for patients that have fake nursing degrees and I hope they are able to
24:37
locate everyone so they can rectify the situation and again that school was the
24:42
Palm Beach School of Nursing in West Palm Beach Florida
24:48
according to Med City News a new report highlights that more than 600 rural
24:54
hospitals in the U.S which represents over 30 percent of the country’s rural
24:59
hospitals are facing Financial instability and are at risk of closure
25:05
the report identifies two main issues contributing to the dire financial situation low Financial reserves and
25:12
inadequate payments from Private health plans so to summarize the issues at a high
25:18
level part of the reason rural hospitals are facing financial difficulties is
25:23
because Private health plans often reimburse them inadequately and contrary to the assumption that private insurers
25:29
pay more than Medicare Medicaid rural hospitals actually receive lower payments from Private health plans which
25:36
is causing a lot of issues for them to prevent closures the report is suggesting that private
25:42
insurers need to increase their payments to rural hospitals that’ll be huge sharing that a payment boost that
25:49
ensures the hospital remains operational would require approximately four billion dollars annually which does sound like a
25:57
ton of money and it is a ton of money but it’s really a small fraction of the total National Health Care spend
26:03
and this next piece was interesting to me the report calls for standby capacity
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payments to be issued to rural hospitals recognizing the importance of their availability to their communities and
26:17
the concept here is very similar to how firefighters and police officers are compensated so if you think about that
26:23
if you think of it as like a firefighter it would only get paid for the time he or she is actively putting out a fire
26:29
verse when they’re on call that’s the difference there so they’re saying that
26:34
if they can start reimbursing them for these standby capacity payments that would make a huge difference as well
26:41
primarily because the closure of these rural hospitals poses a significant
26:47
threat to the country as a whole in a way you might not be thinking about it so there’s a lot of farms branches mines
26:53
drilling sites wind farms Etc that are primarily situated in these rural
26:58
regions and they depend greatly on access to adequate Health Care Services to attract and retain the necessary
27:05
Workforce so this report is saying that if these rural hospitals do close it also could potentially pose a threat to
27:12
the country’s food supply and energy production which at face value kind of
27:17
sounds like a stretch but after reading the full article it makes a ton of sense and also in general outside of that
27:24
these hospitals play a crucial role they provide accessible Health Care without the need to travel long distances which
27:31
most community members would not be able to do so they create jobs and economic stability in these areas and they often
27:39
provide health education programs to preventative care initiatives Outreach efforts to promote Healthy Lifestyles
27:45
and disease prevention so keeping these rural hospitals open is critical to the
27:50
country’s overall well-being this third Story by or manager they’re
27:56
asking the question does a weekend warrior physical activity pattern prevent cardiovascular disease
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so the term weekend warrior refers to a person who participates in physical
28:09
activities or Sports mainly on the weekends while having a more sedentary
28:14
lifestyle during the week primarily these people work regular nine to five
28:19
jobs or long shifts followed by other commitments during the week which limits their time for exercise during the
28:26
weekends however they’re hiking biking playing sports running going to the gym and getting it all in within that
28:33
48-hour window so this study was done by researchers at
28:38
the Massachusetts General Hospital and the broad Institute of MIT and Harvard and they examined whether moderate to
28:46
vigorous physical activity concentrated in one to two days of the week presents
28:51
the same cardiovascular benefits as somebody who has their physical activity more evenly distributed throughout the
28:59
week physical activity data from roughly 89 000 individuals was analyzed with the
29:06
median follow-up time of 6.3 years both physical activity patterns were
29:12
associated with similarly lower risks of heart attacks and heart failure and just
29:17
general heart issues for context these individuals were typically exercising for about 150 minutes or more over the
29:25
course of the two days so basically the researchers concluded that yes physical
29:30
activity concentrated in one to two days is just as impactful as more regular
29:35
activity so if you are a weekend warrior perhaps there is no need to feel guilty that you aren’t finding the time to work
29:42
out more during the week as well I thought that was really interesting and to end our new segment on a positive
29:49
note scientists have developed a new lollipop based saliva collection system
29:54
for Diagnostic testing aiming to make procedures a little easier for people especially for children the system uses
30:02
a spoon-like plastic stick with candy coating and spiral grooves to collect
30:08
saliva and bacteria from the mouth and throat in a study comparing it to the
30:13
conventional spit tubes and mouth swabs the lollipops were just as effective detecting Target bacteria 100 of the
30:22
time participants naturally found the lollipop method more sanitary and
30:28
offering a potentially more enjoyable and acceptable way to test for illnesses
30:33
like strep throat and that news story officially wraps up this week’s podcast thank you as always
30:40
for spending a few minutes of your week with us make sure to subscribe or leave a review on whichever platform you’re
30:46
listening from I hope you have a great day and we’ll see you again next week
30:56
why are you keeping me
welcome to this week in surgery centers if you’re in the ASC industry then
0:05
you’re in the right place every week we’ll start the episode off by sharing an interesting conversation we had with
0:11
our featured guests and then we’ll close the episode by recapping the latest news impacting surgery centers we’re excited
0:18
to share with you what we have so let’s get started and see what the industry’s been up to [Music]
Welcome
0:27
hi everyone here’s what you can expect on today’s episode Dr Betsy grunge is an extremely talented
0:34
board certified neurosurgeon based in Georgia and if that isn’t impressive
0:39
enough she also is a social media influencer who shares her content with millions of followers across Tick Tock
0:46
YouTube Facebook Instagram and Linkedin primarily under the name ladyspindock
0:52
she joins us on this week’s episode to talk about how her use of social media has helped her increase her case volume
0:59
the pros and cons of having such a large following and also how other Health Care Professionals can get started on social
1:07
in our news recap we’ll cover a former nursing school president who awarded 7
1:12
600 fake diplomas a crisis amongst rural hospitals the
1:18
impact of weekend warrior activity on heart health and of course end the new segment with a positive story about new
1:25
lollipop testers that can detect strep throat and other illnesses hope everyone enjoys the episode and
1:32
here’s what’s going on this week in surgery centers
Dr Grunch Introduction
1:37
[Music] hi Dr grunge welcome to the podcast hi
1:42
thanks for having me oh please the pleasure is ours I am so excited to have
1:48
you on today because I feel like for the most part social media is not leveraged to its fullest potential in the
1:54
healthcare industry but you are certainly doing the opposite and have really leaned in can you tell our
2:00
listeners a little bit about yourself yeah so my name is Betsy grunge I am a
2:06
board certified neurosurgeon I do a private practice neurosurgery in Gainesville Georgia which is a suburb of
2:12
Atlanta and I’ve been in practice for about 10 years now since 2013. so yeah
2:18
and then I know we’re going to talk about this today but I’ve been on social media for a few years now and I’ve gained some following and excited to
2:24
talk about that today yes well gain some following is an understatement but when did your journey
2:31
on social start and which platform did you start with so I’ve actually been a just a personal
2:39
user of social media platforms for four years I love just connecting with outside world and seeing what my friends
2:46
are doing and things like that for forever so I’ve always posted on my
2:51
personal page and enjoy doing that but really you know professional and I struggle to find that like how can I
2:57
utilize this in a good way where it would be seen well for a while I really didn’t know where to start so I actually
3:03
started my Instagram and Facebook page probably right when I first started the practice but didn’t start posting
3:09
consistently or would even venture to call myself a content creator or anything like that until the pandemic so
3:16
you know like most medical professionals and surgeons in particular we were struggling during the pandemic and when
3:22
everything was shut down and people didn’t want to get out and see their doctor so my PA and myself we were just
3:28
sitting in the office one day and we were kind of bored so we made a video and posted that and it was fun and it
3:35
was received well and so we were like all right well I just kind of was delving into doing that and I posted
3:42
another video I think maybe a week or two later I posted on Instagram initially but I actually filmed it and
3:48
put it on Tick Tock and I didn’t really use tick tock that much but it’s such a
3:54
unique platform where you can really gain popularity with people that don’t really follow you and a video at the
4:00
time I would call it viral but it was really just neat to see the engagement and the kind of people that I reached
4:06
with just that one video about being a female neurosurgeon and it just kind of grew from there I decided that I wanted
4:12
to be consistent just to see where it went so I dedicated myself to posting videos daily for a few months to see
4:19
where it went and the traction just took off from there and the rest is history I guess yeah that’s awesome and I think this
How do you determine what content to film
4:27
will probably be a theme throughout but it sounds like it came so organically and so natural to you and it was
4:33
something you were doing personally anyway so you’re like hey let me see how I can fit this in professionally as well
4:38
how do you determine what content to film do you plan it ahead or is it more
4:45
in the moment yeah most of my content is organic on my platform I talk about a
4:51
little bit about everything I’m gonna I talk about medicine I talk being a mom I talk about things I do myself so it’s
4:57
more of like my page and not really my practices page so it’s just what’s going on in the moment or where my mind stream
5:04
is going at the time and what I want to talk about but you really have to be successful on social media you have to
5:10
be very consistent and viewers are going to expect a certain product and know that you know that you’re going to
5:16
produce a certain quantity of content or quality of content and so for me
5:22
personally to try to just maintain that balance of what I do and education which is one of the Mainstays of my platform
5:29
is I do and I’m sure people that follow me know I do a case study or discuss this particular topic once a week and so
5:36
that really helps me stay consistent so I know on Sunday and Monday I’ve got two things I’m going to talk about every
5:42
single week and that’s been the roots of my platform and really I think helped me grow and gain a consistent following
5:47
because people know that it’s going to be always there and then if there’s some stuff that comes up in the news is a Hot
5:53
Topic or something that’s relevant to me make an effort to do that as well yeah
5:58
and you had mentioned in the beginning you challenged yourself to post daily in that time frame where some of the videos
6:05
you were posting getting no attention at all and then one would get a lot of attention and kind of Vice Versa because
6:11
I feel like a lot of people struggle with still post consistently for a week and they’re getting nothing so then they
6:16
get to feel defeated and fall off what was that like for you yeah I think I would compare social
6:24
media to like to like a weight loss Journey because I’ve gone through that myself too but I can’t just pump it out
6:31
and do a hardcore diet for a week and expect results and then be frustrated and give up it’s about consistency and
6:38
yeah you’re right I mean some videos you think are like oh man people are really going to connect with us
6:44
and there’s a variety of reasons why that could be and it could be simple something as simple as the lighting in
6:49
the room or the audio to where the algorithm really doesn’t pick up I’ve learned a lot about the algorithm and and how social media platform different
6:55
platforms work and what succeeds on different platforms you know I try not to get my head too wrapped around like
7:01
oh my gosh my video didn’t get a lot of views or et cetera just just more about the consistency and just being true to
7:07
yourself about what you’re putting out there and then the followers will come so it’s more about if you’re really
7:13
trying to grow it’s about being consistency and staying true to what your roots are and then people either
7:20
connect with it or they well so yeah do you find that there’s a certain type of content that does resonate the
What resonates with your followers
7:28
most with your followers you had mentioned your first file video of being a female neurosurgeon which I would
7:33
imagine Peaks so many people’s interests yeah I think for me personally being in
7:40
this field being the you know the Unicorn so to speak and there’s not many female brain surgeons out there I think
7:47
it just it really intrigues people into what we do and I try to break it down on a level to that’s easy to understand
7:53
because that’s really what I do in my practice every day with patients I explain things on a really basic levels they can understand so taking a complex
8:00
something and breaking it down very simplistically is something that I
8:06
really like doing because it’s not really that complicated but I think what really resonates varies and I think I
8:13
have such a wide catch audience it’s interesting like healthcare professionals that follow me but then I
8:18
have people that follow me because of my content with my kids or my women empowerment stuff but I think really the
8:25
guts of it is just the fact that by really speak true to what I believe in which is about health care about
8:32
Simplicity and health care about being a good mom and maintaining a good career
8:38
and about women empowerment I think a lot of that resonates with the audience so yeah I was looking at one of your videos
Getting started on social
8:44
the other day and it was of your daughter and there were so many comments that were like oh I want to be a doctor so bad but I’m so nervous I can’t have a
8:51
family as well thank you for showing me I can do both so that must feel really good to see those types of comments yeah
8:58
it definitely does yeah because I think there’s two facets of it it’s like you’re almost building your personal
9:05
brand on social media as well but we also encourage from the facility level
9:10
whether it’s a practice or a surgery center or hospital to get involved on social as well so whether it is more of
9:17
the company profile or a doctor’s profile what advice would you give to anyone who wants to get started and
9:23
isn’t quite sure where to begin I think it’s the difficult slope to try
9:28
to navigate but I think ultimately there are ways to succeed on social with breaking things down to really
9:34
push forward what your facility represents and and what your business model really represents and I think
9:42
there’s a really easy way to do that there’s ways that you could steer yourself in the wrong path and we can
9:47
certainly Venture down that pathway in a little bit but I think the the basics of it is really just showing the human side
9:55
of it like healthcare is so intimidating to so many patients and being in healthcare and all of us that are in
10:00
healthcare think it’s so simple but it’s really intimidating to the basic person who’s never had surgery before or has
10:06
this upcoming surgery that may really change their whole life and seeing the humanism and medicine I think really
10:12
helps people break down those fears and can really make you succeed and I think
10:17
that’s one of the reasons why it’s been so useful for me in my practice
Negative side effects
10:23
yeah absolutely and you kind of alluded to this I think the industry as a whole as we mentioned
10:29
has been hesitant to dive in I’ve spoken with a couple facilities about this over the years and it seems they’re always
10:35
like well my lawyer told me this and my lawyer told me that it doesn’t have to be that complicated or that risky based
10:42
on the content that you post that your lawyer would need to be involved but of course we see stories all the time that
10:49
the media loves to dive on so at a high level for you personally have you seen
10:55
any have you experienced any negative side effects or challenges because of your Social following and the content
11:01
that you share of course I think anybody that puts himself out there is really going to face challenges or negativity
11:07
because everybody loves to hate and everybody loves to take a 10 second video and change it into what your
11:14
entire life is about so I think that’s just the natural history of being a human being like if you go and talk to
11:20
somebody for two minutes you’re going to raise conclusions or come to a decision about how you feel some about somebody
11:26
and so when you put yourself out there you welcome that type of behavior but I think the positive sides of it
11:32
significantly outweigh the negative sides of it and it’s tough I thought going through neurosurgery residency and
11:39
working 120 hours a week and getting told that I can’t be successful Etc was hard but man putting yourself out there
11:45
on social media and have every mom Joe and pop out there saying what they think about you is really hard and then the
11:53
mean things that people say behind a keyboard but I think in terms of what we’re really trying to get out here is
11:59
how can it be negative to you need to get attorneys involved Etc I mean you just have to be smart
12:04
about what you put out there and I think any time you post you really have to see all sides of
12:10
how that might be taken like obviously we don’t want to be making fun of patients or showing inappropriate
12:16
content or having patients privacy at all be questioned but I think there are
12:23
good ways of doing it as well that can really benefit uh everybody so definitely and I feel like they probably
12:30
look and say oh she has a million followers she’ll never see this mean comment and that’s just not the case
12:37
people forget or they don’t realize there’s a true human being on the other
12:43
side of this account oh yeah they think that I don’t know
12:50
that’s fine I know I know so we would be remiss if we didn’t talk about what’s
Dr Roxy
12:56
going on present day with Dr Roxy Who was a plastic surgeon in Ohio who did
13:02
recently lose her medical license and all the headlines you know they love the click bait they’re just saying she lost
13:08
her license because of tick tock which is obviously not true so for our listeners who might not be fully
13:15
caught up on the situation can you share a little bit more about what’s going on with Dr Roxy and your take on the
13:22
subject yes so I think the aesthetic industry is
13:27
a really unique industry in terms of how they Market themselves I think plastic
13:32
surgeons being in the business of making people pretty and and working with young patients and being cash pay in most
13:39
practices you use social media as one way you can really brand your content
13:45
and bring people in and want to have surgery with you it’s a little different than my practice per se but not so much
13:50
you know I think there’s a lot of plastic surgeons that are doing what she did they show their outcomes they show
13:56
their before and after pictures and in some instances her and other surgeons are actually live streaming their
14:02
surgeries to break down what it’s like and what your experience would be if you’re having surgery in her practice
14:07
and for her I think that she did things for years Snapchat and Tick Tock where
14:12
she would live stream her surgeries and show a lot about the intrinsic nature of her practice which as long as the
14:19
patient gets consent is okay is it ethical that’s questionable but is it okay in terms of the patient
14:24
confidentiality yeah they gave their consent but I think what was really happening is that she was engaging in
14:31
the content more so than engaging in the surgery and that’s where the liability
14:36
the boundary has been crossed where she had you know terrible complications bowel perforations multiple times during
14:43
liposuction procedures which you should never really penetrate the abdominal fascia and to happen once or twice may
14:48
be okay but it happened over and over again and bad outcomes from her surgeries and that’s not just the ones
14:56
who live stream but I’ve seen some of her live streams literally she’s operating on someone and looking and
15:01
reading the comments while she’s clearly described while she’s doing her procedure that’s just kind of cringy because you
15:09
really have to dedicate yourself to what your job is and that’s to take care of patients and a patient is under
15:15
anesthesia they’re putting their life in your hands literally to take care of them and some of the other stuff you
15:22
know she supposedly had complications patients would call the office the office would refrain from them to go to
15:28
the emergency department and seek treatment when they had complications and I think as a physician your ultimate
15:33
liability is to take the best care of patients and we’re surgeons we all operate in an industry to where we know
15:40
there will be complications that happen no surgeon is perfect and the best thing you can do if you have a complication is
15:47
be honest and do your best to take care of that problem and to make sure that
15:52
patient safety is your utmost priority and that’s where she did not maintain
15:58
that and that’s why she lost her license it wasn’t because of being on social media or live stream or surgeries and in
16:04
addition to that I believe from my review of the online information is that they warned her multiple times like
16:10
twice 2018 2021 and she continued to do it and so I think once you get warned
16:16
maybe you shouldn’t do it again but if you get worn twice man you’re just asking for trouble yeah and it’s a shame because
The Healthcare Industry
16:23
to think about the amount of schooling she had to go through and like it was her whole career and her whole life
16:29
leading up to this moment and to lose it as something as silly as trying to live stream a procedure and being distracted
16:36
and causing harm to your patients where if that was the type of content she
16:41
wanted to show or if any doctor wants to show to your point with patient consent you know I’m thinking to myself like why
16:47
couldn’t she have just filmed it and done a voiceover afterwards explaining what was going on so that she could stay present in the moment and then give the
16:55
information to her followers that they’re looking for afterwards in a safe way but it’s I guess neither here nor
17:02
theirs but thank you for clarifying it because again I know people are just gonna skim the headlines and not really
17:09
dive into it and I think the healthcare industry just needs to lean into social media more and I hate
17:16
seeing things like this because I feel like it sets us back I agree yeah I think this is the way the media leans
17:23
anything really is how they want it to be portrayed and they can steer the ship so to speak so yeah I agree yeah and
17:30
also there’s so many patients out there who are so hesitant to have surgery not elective surgery surgery they need to
17:37
improve the quality of and longevity of their lives and they’re already so scared to go under and already have
17:42
their own anxiety about things and then to have to go to your doctor and say you’re not going to live stream this right like you’re going to be focused
17:49
like that’s just sad and it shouldn’t be like that yeah I think that’s the part that’s really frustrating to me is
17:55
realizing that those patients knew that was happening but patients like you said that are going into surgery they have
18:02
concerns overturning themselves over to someone and being put to sleep and not
18:07
having awareness of what’s going on and for anyone to think that a physician or
18:13
anyone would take pictures or videos or live stream their surgery without their consent that’s not how things work so I
18:21
think it’s really it’s like you said it set us back a little bit in gaining Confidence from patients and trusts from
18:27
patients yes well Switching gears to a more positive note and back to you with your
Impact of Social Media
18:34
social media presence how has it impacted your practice have you seen are patients calling from all over the
18:40
country trying to get in with you has it affected your caseload finances how has it played out for you
18:49
yeah it’s been crazy I mean being in the spine and neuro is a field where you’re
18:54
dealing with pain and patients that are in pain are really desperate for Relief and then this field you know you have
19:00
patients that get told no by providers and they don’t know why they’re hurting and so like I said they see somebody
19:06
like me who talks about similar symptoms and they think that I can help so yeah I get calls daily from people from other
19:13
states even other countries it’s wild like the kind of people message me through Instagram or my email Etc I mean
19:21
hundreds a day on DMS or email that I just I can’t do that so you know I
19:26
strictly really focus on the patients in my community and if I have someone that’s willing to travel and do the
19:32
things that they need to do to get safe care I’m willing to see them but to have someone have a spine surgery and then
19:38
fly across the country and I can’t provide the appropriate post-operative care seems like a real not only
19:44
liability to me but I’m not really doing that patient justice so I really gave those patients very carefully in terms
19:52
of how I can really provide good care to them and I think it has significantly impacted my business I’m already a very
19:58
busy surgeon in my community but being on social breaks down the boundary of
20:03
people thinking that they know me before they come and see me or they have trust in me before they even make an appointment and that’s really flattering
20:11
because I haven’t met them I caution people that do that because you can gain a certain amount of Confidence from
20:17
someone I think it’s great but I still want to engage in that patient care in a safe manner so the bottom line is yes it
20:24
has grown tremendously it’s been a lot of extra work on me and my team to filter through what’s appropriate and
20:31
what I can do my best to help with and it’s been even with the patients that I
20:36
see consistently it’s fun because they know my family they feel like they connect with me in a way that makes me
20:43
more approachable and I think ultimately allows me to provide them better care because they have that trust in me so I
20:50
think it’s been really a positive thing yeah that’s awesome I need to know does anybody ever bring you headbands as
20:56
gifts when they come into the office for you all the time
21:04
yeah it’s very sweet I love it it’s so it’s fun yeah people mail me stuff I get
21:11
random Gifts of anything from makeup to like headbands to Scrubs to clothes so
21:17
whatever it’s very sweet yeah that’s awesome so if you had to just boil it
21:23
down you would say that your presence on social media has helped increase Revenue at your practice absolutely
21:31
okay that’s awesome absolutely I think it really is the positive way of growing your business whether it’s your
21:38
brand what you put out there versus just your bottom line and what you’re really roots of your practice is it’s going to
21:44
make people feel like you’re more approachable and want them to want to seek care from you yeah absolutely
Improving Your Surgery Center
21:51
all right final question we do this every week with our guests what is one
21:56
thing our listeners can do this week to improve their practice or improve their Surgery Center
22:02
I think on the same lines what we’re talking about communication I think that
22:08
really patients desire to come to a place of health care where they feel
22:13
safe where they feel understood and where they feel comfortable and all that
22:20
comes down to good communication with your timing of surgery arrival times your post-operative care and the time
22:27
that them and their family is within the facility I think social and other platforms even communication platforms
22:34
like apps and stuff that I use have really helped open up that communication boundary even with my surgery center
22:40
we’ve integrated a few platforms that really makes the entire process of
22:46
scheduling surgery through your post-operative time very simple very easy to reach and I think that’s going
22:53
to help your Center become more successful to gain business and want to have people to have surgery at that
23:00
particular place or from that particular provider great well that is the perfect way to
23:06
end thank you so much Dr grunge we really appreciate your time and for you coming on today
23:12
thanks for having me I appreciate it bye [Music]
Healthcare News
23:19
as always it has been a busy week in healthcare so let’s jump right in our
23:24
first article comes from Becker’s ASC and is some troubling news a former
23:30
nursing school president has been sentenced to 21 months in prison for awarding at least 7 600 fake diplomas
23:38
so Johanna Napoleon former president and owner of the Palm Beach School of
23:44
Nursing in West Palm Beach Florida will not only be going to prison but must also pay three and a half million
23:50
dollars in fines during the trial Johanna pled guilty to selling fake degrees for between six
23:58
thousand and eighteen thousand dollars and purchasers of the fake degrees also
24:03
receive transcripts showing that they had completed the necessary coursework some of the buyers actually went on to
24:09
pass the national licensing exam becoming registered nurses around the country state boards have been trying to
24:16
locate nurses who receive these fake degrees with the New York nursing board asking 903 nurses in March to either
24:24
submit proof of appropriate education or Surrender their licenses this is obviously deeply concerning to
24:31
have nurses actively working and caring for patients that have fake nursing degrees and I hope they are able to
24:37
locate everyone so they can rectify the situation and again that school was the
24:42
Palm Beach School of Nursing in West Palm Beach Florida
24:48
according to Med City News a new report highlights that more than 600 rural
24:54
hospitals in the U.S which represents over 30 percent of the country’s rural
24:59
hospitals are facing Financial instability and are at risk of closure
25:05
the report identifies two main issues contributing to the dire financial situation low Financial reserves and
25:12
inadequate payments from Private health plans so to summarize the issues at a high
25:18
level part of the reason rural hospitals are facing financial difficulties is
25:23
because Private health plans often reimburse them inadequately and contrary to the assumption that private insurers
25:29
pay more than Medicare Medicaid rural hospitals actually receive lower payments from Private health plans which
25:36
is causing a lot of issues for them to prevent closures the report is suggesting that private
25:42
insurers need to increase their payments to rural hospitals that’ll be huge sharing that a payment boost that
25:49
ensures the hospital remains operational would require approximately four billion dollars annually which does sound like a
25:57
ton of money and it is a ton of money but it’s really a small fraction of the total National Health Care spend
26:03
and this next piece was interesting to me the report calls for standby capacity
26:10
payments to be issued to rural hospitals recognizing the importance of their availability to their communities and
26:17
the concept here is very similar to how firefighters and police officers are compensated so if you think about that
26:23
if you think of it as like a firefighter it would only get paid for the time he or she is actively putting out a fire
26:29
verse when they’re on call that’s the difference there so they’re saying that
26:34
if they can start reimbursing them for these standby capacity payments that would make a huge difference as well
26:41
primarily because the closure of these rural hospitals poses a significant
26:47
threat to the country as a whole in a way you might not be thinking about it so there’s a lot of farms branches mines
26:53
drilling sites wind farms Etc that are primarily situated in these rural
26:58
regions and they depend greatly on access to adequate Health Care Services to attract and retain the necessary
27:05
Workforce so this report is saying that if these rural hospitals do close it also could potentially pose a threat to
27:12
the country’s food supply and energy production which at face value kind of
27:17
sounds like a stretch but after reading the full article it makes a ton of sense and also in general outside of that
27:24
these hospitals play a crucial role they provide accessible Health Care without the need to travel long distances which
27:31
most community members would not be able to do so they create jobs and economic stability in these areas and they often
27:39
provide health education programs to preventative care initiatives Outreach efforts to promote Healthy Lifestyles
27:45
and disease prevention so keeping these rural hospitals open is critical to the
27:50
country’s overall well-being this third Story by or manager they’re
27:56
asking the question does a weekend warrior physical activity pattern prevent cardiovascular disease
28:03
so the term weekend warrior refers to a person who participates in physical
28:09
activities or Sports mainly on the weekends while having a more sedentary
28:14
lifestyle during the week primarily these people work regular nine to five
28:19
jobs or long shifts followed by other commitments during the week which limits their time for exercise during the
28:26
weekends however they’re hiking biking playing sports running going to the gym and getting it all in within that
28:33
48-hour window so this study was done by researchers at
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the Massachusetts General Hospital and the broad Institute of MIT and Harvard and they examined whether moderate to
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vigorous physical activity concentrated in one to two days of the week presents
28:51
the same cardiovascular benefits as somebody who has their physical activity more evenly distributed throughout the
28:59
week physical activity data from roughly 89 000 individuals was analyzed with the
29:06
median follow-up time of 6.3 years both physical activity patterns were
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associated with similarly lower risks of heart attacks and heart failure and just
29:17
general heart issues for context these individuals were typically exercising for about 150 minutes or more over the
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course of the two days so basically the researchers concluded that yes physical
29:30
activity concentrated in one to two days is just as impactful as more regular
29:35
activity so if you are a weekend warrior perhaps there is no need to feel guilty that you aren’t finding the time to work
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out more during the week as well I thought that was really interesting and to end our new segment on a positive
29:49
note scientists have developed a new lollipop based saliva collection system
29:54
for Diagnostic testing aiming to make procedures a little easier for people especially for children the system uses
30:02
a spoon-like plastic stick with candy coating and spiral grooves to collect
30:08
saliva and bacteria from the mouth and throat in a study comparing it to the
30:13
conventional spit tubes and mouth swabs the lollipops were just as effective detecting Target bacteria 100 of the
30:22
time participants naturally found the lollipop method more sanitary and
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offering a potentially more enjoyable and acceptable way to test for illnesses
30:33
like strep throat and that news story officially wraps up this week’s podcast thank you as always
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for spending a few minutes of your week with us make sure to subscribe or leave a review on whichever platform you’re
30:46
listening from I hope you have a great day and we’ll see you again next week
30:56
why are you keeping me
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