“Digital Sharecropping” is a term that floats around in the online marketing world, and most physicians don’t know what it is. I know this because it’s a bad thing that many docs do anyway. And since they passed their boards, I’m pretty sure it’s an issue of familiarity and not understanding. It’s just not that tricky.
The term makes reference to post-Civil War farming practices that benefitted the landowner and took advantage of the farmer. It was coined by Nicholas Carr back in 2006, and it’s still discussed among content marketing experts in 2015.
The concept is just the same as with old-school sharecropping. If you don’t own your land, you are at the mercy of the landlord. You can get kicked off your land or have the rent raised tomorrow.
On the internet the same is true. [Read more…] about Why Medical Practices Must Avoid Digital Sharecropping (Or You Aren’t Mark Zuckerberg)