how to incorporate social media in your medical...

How to Incorporate Social Media in Your Medical Practice

Jose Barreto, MD, PTInterventional Pain Management and Regenerative Medicine

Rajat Mathur, MDPGY4 - MedStar GUH / MedStar NRH PM&R Residency Training Program, Washington, DC

Curtis L. Whitehair, MDAssociate Medical Director, MedStar National Rehabilitation Network, Washington, DC

Program Director of MedStar GUH / MedStar NRH PM&R Residency Training Program, Washington, DC

Disclosures

• We have no Industry Conflicts of Interest.

• We do not endorse any product in this presentation.

Contact• Email:

• Dr. Barreto - drbarret43@yahoo.com

• Dr. Whitehair - curtis.l.whitehair@medstar.net

• Dr. Mathur – rajat.mathur@medstar.net

• Web:

• www.josebarretomd.com

• www.drwhitehair.com

• Any updates to the presentation can be found at:

• www.drwhitehair.com > Links > AAPM&R 2015 - SoMe

Social Networks

Real Simple Syndication

Micro Blogging

Blogging

Podcast

Wiki

Objectives• Social Media 101

• Develop a familiarity of what is

social media

• Explore how social media is being

used in Medicine

• Recognize practical strategies

when using social media

Social Media in Medicine 101

Curtis L. Whitehair, MDAssociate Medical Director, MedStar National Rehabilitation Network, Washington, DC

Program Director of MedStar GUH / MedStar NRH PM&R Residency Training Program, Washington, DC

Rajat Mathur, MDPGY4 - MedStar GUH / MedStar NRH PM&R Residency Training Program, Washington, DC

AAPM&R Annual Assembly 2015

“The divergent cultures of medicine and social media make

their integration a daunting challenge. To many heath

professionals, the vision of a networked world as a wholly

open platform appears fatuous, or even dangerous.”

George RD. Friending Facebook? A Minicourse on the Use of Social Media by

Health Professionals. Journal of Continuing Education in the Health Professions,

31(3):216-220,2011

http://www.socialnomics.net/2013/01/01/social-media-video-2013

http://www.pewinternet.org/Static-Pages/Trend-Data-(Adults)/Internet-Adoption.aspx

USA Internet Users’ DemographicsTotal Adults 87%

Men 87%

Women 86%

Race/ethnicity

White, Non-Hispanic 85%

African-American 81%

Hispanic (English-

speaking)

83%

Age

18-29 97%

30-49 93%

50-64 88%

65+ 57%

Source: Pew Research Center’s Internet & American Life Project Spring Tracking Survey, April 17 – May 19, 2013. N= 2,252 adults

. Interviews were conducted in English and Spanish and on landline and cell phones. Margin of error is + 2.3%

Household Income per year

Less than $30,000 77%

$30,000 - $49,000 85%

$50,000 - $74,999 93%

$75,000+ 99%

Education attainment

Less than High School 59%*

High School grad or less 76%

Some College 91%

College+ 97%

Community type*

Urban 88%

Suburban 87%

Rural 83%Source: Pew Research Center’s Internet & American Life Project Spring Tracking Survey, January 9-12, 2014 N=1,006 . Interviews were

conducted in English and Spanish and on landline and cell phones. Margin of error is + 2.3%

* 2013 survey results

USA Internet Users’ Demographics

Internet

42.4% of World Population - 2014

Health Online 2013 –

U.S. Adult looked online for health information in

the past year

59%

Looked online to diagnosis a condition 35%

Followed up with HCP after online dx 53%

Could be taken care of at home 46%

Did not visit HCP to confirm dx 35%

Specific disease or medical problem 55%

Certain medical treatment or procedure 43%

Pew Internet & American Life Project

January 15, 2013

What is social media?Social media is digital content that can be easily shared with other people via the internet using free web-based tools. Generally, viewers of this content are welcome to use and redistribute this content freely.

The social media frenzy began with the emergence of the ‘read-write

web’ known as Web 2.0

no special ‘coding’ or ‘language’ skills needed to publish content

online

web applications that can be used to create social networks

The frenzy continues to grow, due in part to a narrowing of the digital

divide

more people have access to computers and the internet

more users in the 2-12 age group and 55+ age group Pew Internet reports

Web 1.0 Web 2.0“read-only Web” “the read-write Web”

250,000 sites 80,000,000 sites

45 million global users 1 billion+ global users

published

content

user

generated

content

published

content

user

generated

content

collective

intelligence

1996 2006

Web evolution

Virtual Choir – Eric Whitacre, March 2010

http://youtu.be/D7o7BrlbaDs

Virtual Choir 3 – Eric Whitacre, April 2012

http://youtu.be/V3rRaL-Czxw

Virtual Choir 4 – Eric Whitacre, July 11, 2013

www.youtube.com/watch?v=Y8oDnUga0JU

Does Social Media Fit Medicine?• ‘Social’ = people

• Our patients are people. Our

residents and fellows are people.

Our campus community is made

up of people. Our off-campus

community is made up of people.

• ‘Media’ = information

• We create and use media. Photos,

video, audio, documents, websites.

Tutorials, maps, reviews. Web

links, news feeds, activity

calendars.

• We think so

• Social media may have a place in

medicine. However very little

literature to support this.

Image: http://www.virtualprojectconsulting.com/11-key-social-media-tools/

How many Physicians are Using Social Media?

Study - Date

Bosslet – JGIM, Feb-May, 2010 42%

Frost & Sullivan, April-May, 2011 84%

UBM Medica, Second Quarter 2011 72%

QuantiaMD, August, 2011 90%

PEW Research – ALL, August 2012 69%

Social Networks

Real Simple Syndication

Micro Blogging

Blogging

Podcast

WikiThere are hundreds of known social

networks (in USA)

Social Network

65+ have tripled in the last

four years (from 13% in

the spring of 2009 to 43%

now).

Facebook – daily active users

271 million FB WW

Growth from 2013-2015

October 4, 2012 – 1

billion members

Simulated map of Facebook Friends Connections

http://www.notcot.com/archives/2010/12/a-world-mapped-by-friends.php

Source: Google Images - multiple web sites

How Facebook Saved My Son's LifeMy social network helped diagnose a rare disease that our doctors initially

missed. – Deborah Kogan, July 13 2011, The New York Times.

I called my family doctor and told him I was heading to the hospital. "I just have a Spidey

sense," I said, "that he's really sick." Not a lie, but not the whole truth, either, though what

was I going to say? Three of my Facebook friends think my kid has an extremely rare

childhood auto-immune disorder which I just read about on Wikipedia, and since they all

contacted me after I posted a photo of him on my wall, I'm going? It seemed … wrong!

Reactionary. And yet as much as I wanted to be my usual mellow self, the immediacy of

the Facebook feedback was enough to push me out the door.

Google+

Top SoMe / Professional community sites used by physicians

BASE: RESPONDANTS WHO INDICATED THEY ENGAGE IN SOCIAL MEDIA

AND BELONG TO A LEAST ONE MEDICAL PROFESSIONAL COMMUNITY

Facebook 86%

Medscape Physician Connect 52%

Sermo 44%

LinkedIn 42%

YouTube 40%

Blogging 25%

Twitter 20%

HCPs & Social Media 2011 by UBM Medica

Online Medical Communities

Sermo

http://youtu.be/xboncNsn0-c

A health data-sharing platform that transforms the way patients manage their own

conditions inspired by Stephen Heywood.

Youtube

Social Networks

Real Simple Syndication

Micro Blogging

Blogging

Podcast

Wiki

RSS - technology that provides you with

a method of getting relevant and up to

date information sent to you for you to

read in your own time. It saves you time

and helps you to get the information you

want quickly after it was published.

Social Networks

Real Simple Syndication

Micro Blogging

Blogging

Podcast

Wiki

Twitter Terminology

• Tweet – message maximum of 140 characters.

• Retweets or “RT” –repeat a message

• @ Reply (aka Mention) –a message to specific tweeter that is public

• Direct message or “DM” – a message to a specific tweeter that is private

www.twitterdoctors.net

Tweet chat

Surgeon tweeting during Brain Surgery

http://youtu.be/dxJvbi6tW88

Uploaded April 12, 2011

Technology makes yesterday old….

www.youtube.com/watch?v=DbQY1ay8Sew

Technology makes yesterday old….

www.youtube.com/watch?v=DbQY1ay8Sew

Social Networks

Real Simple Syndication

Micro Blogging

Blogging

Podcast

Wiki

Social Networks

Real Simple Syndication

Micro Blogging

Blogging

Podcast

Wiki

A podcast is a type of digital media

consisting of an episodic series of files

(either audio or video) subscribed to and

downloaded through web syndication.

The word is a neologism derived from

"broadcast" and "pod" from the success

of the iPod, as podcasts are often

listened to on portable media players

http://youtu.be/qBgO30h2cY8

Podcast examples

Podcast examples

Social Networks

Real Simple Syndication

Micro Blogging

Blogging

Podcast

Wiki

A wiki is a web site that includes web

pages containing content. Wiki pages

are created using a collaborative

software program then published to

the web. In other words, a wiki is a

web-publishing tool.

Wiki software is designed for

collaborative web site creation. A

wiki is a website that includes the

collaboration of work from many

different authors.

Hawaiian Word = fast or quick

• Ward Cunningham

• 1994 WikiWikiWeb software

• 1995 installed on c2.com

• Named after Wiki Wiki Shuttle

at Honolulu International Airport

Basic wiki features

Functions

• Create new page

• Edit content on a page

• Delete a page

• View recent activity

• View revision history

• Comment on a page

• Manage access to content

• Limit access to editing tools

Types of content

• Text

• Images – photos or graphics

• Video

• Charts, tables, graphs

• Lists

• Links to other websites

• Attachments

NOTE: Revision History is a standard wiki function. All wiki software

includes the option to review changes, edits and new page creation.

Administrators have the ability to revert, edit or delete any content.

Managing

Wiki

Content

Use a wiki for collaborative writing

Instead of circulating documents

to a group of people via email,

create wiki pages that can be

edited and published easily

allowing everyone on your team

to see the most up to date

information!

Stop searching for that email with

an important attachment, unsure

if it is even relevant anymore.

Find the latest info on your team

wiki! KNOW when it was last

updated and by whom.

Parting Thoughts – Why is this important?

Social Interactions Online

Patients are:

Asking Questions

Voicing Complaints

Sharing stories

The health care community is:

Educating patients

Improving awareness

Building trustLearning from

patients

Key Points to remember

• Use social media: it’s a great way to enhance your

learning and communicate with others.

• Large public network out there for you to interact

with - it’s becoming easier and easier to engage

with other health professionals from all different

specialities and locations

Outreach

Accessibility

Students and Residents can benefit from Social

Media

• Widely used to supplement medical education & training

• MedBlogs - Medical blogs are community of peers aimed at

other professionals/practitioners to encourage further

education and discussion

Education

Social Media can have a place in doctors’ work

• Social media is

gradually finding a role

in doctors’ daily

practice.

• It is an additional way

to communicate with

our colleagues and

share ideas, research

and personal

viewpoints of others.

Practical strategies for Social Media

Jose E. Barreto, M.D., P.T.

Why Social Media?

• Social media is the new "word of mouth“.

• A study found that 41% of people said social media would affect their choice of a specific doctor, hospital, or medical facility. (source: Demi & Cooper Advertising and DC Interactive Group).

• -The Affordable Care Act (ACA) will put more weight into patient satisfaction.

Different types of social media, are all the same?

Social media profile

• Facebook and Pinterest are more popular with women.

• LinkedIn is more popular with men.

• Facebook, Twitter, and Instagram are popular with the 18-29 age group.

Social media profile

• LinkedIn and Pinterest are more popular with those with advanced education.

• Twitter, LinkedIn, and Pinterest are popular among those with higher income.

Social media profile• Don’t forget

Strategies

1. Know your target

2. Make a good first impression

3. What to post or share?

4. Timing and frequency

5. Voice and tone

6. Do you have the resources?

7. Develop a plan, engage with your followers

1. Know your target:Which social media should you focus on?

• Do you want to reach a higher income, female population?

• Do you want to reach a higher income, male population?

• Do you want to reach a younger population?

2. Make a good first impression

• Don’t let this be your face

• Get your profile filled out completely

2. Make a first good impression

• Get your profile filled out completely.

• Seed your account with a 5 to 10 posts.

• Make sure that your profile and cover photo (and logos) matches across your different social media platforms.

OTwithMD.com

3. What to post or share?

Images and photos

Quality content

Quality content

(Images and video)

4. TimingSocial Media

Best time

Facebook 1-5pm on weekdays

Twitter 1-3pm weekdays

Google+ 9-11am weekdays

LinkedIn 7-8:30am and 5-6pm Tuesday, Wednesday, and Thursday

Tumblr 7-10pm weekdays and 4pm on Fridays

Instagram 5-6pm weekdays and 8pm on Mondays

Pinterest 2-4pm and 8-11pm weekdays with weekends being the best

4. Frequency

Social Media Best time

Facebook 1-2 times per day

Twitter 5 times per day or more

LinkedIn 1 time per day, Monday through Friday

Google+ up to 5 times per day

5. Voice and tone

• Voice: Your brand personality described in an adjective. For instance, brands can be lively, positive, cynical, or professional.

– Voice is a mission statement.

• Tone: A subset of your brand’s voice. Tone adds specific flavor to your voice based on factors like audience, situation, and channel.

– Tone is the application of that mission.

6. Do you have the resources?

• Who in your office has experience with social media?

• What other practices in your area has a successful social media presence?

• Consider hiring someone to help you with social media.

• Schedule your posts and work in batches.

• Tools like Buffer, HootSuite, SumAll will help you schedule your posts.

7. Develop a plan, engage with your followers

• There are 6 types of updates we all post: Links, images, video, quotes, re-shares, plain-text updates.

7. Develop a plan, engage with your followers

• Choose a “staple” update

• It’s ok to share the same content multiple times

• Create a 4:1 ratio of sharing: for every four “staple” updates, publish one different type for variety.

Do’s and Don’ts

• Remember HIPAA

• Social media must not be used to respond to a patient’s question about his/her care.

• Refrain from religion, politics

• Don’t “friend” a patient or his/her family

Thank You!

Questions?