how to incorporate social media in your medical...
TRANSCRIPT
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 - [email protected]
• Dr. Whitehair - [email protected]
• Dr. Mathur – [email protected]
• 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?