mcgowan - understanding the meaningful use of social media by surgeons

Understanding the Meaningful Use of Social Media by Surgeons

Presented by:

Brian S. McGowan, PhD@briansmcgowan

www.SOCIALQI.com

*** Author of the forthcoming Fall 2012 release of: *** #SOCIALQI: Simple Solutions for Improving Your Healthcare

October 2012

Inconsistent Data of Docs ‘Using’ SoMe

2% Twitter 4% Facebook

Sermo 2010

PeerView 2010 MCM 2010; unpublished

Do you use ____ professionally?

!!%*&^## Data of Docs Using SoMe

Sept.2011

@briansmcgowanOctober 2012

Question #1:How can we better understand

the meaningful use of social media by physicians?

Step One: Define ‘Social Media’

Internet-based applications which allow for the creation and exchange of user-generated

content and includes services such as social networking, professional online communities,

wikis, blogs, and microblogging.

Step Two: Define ‘Meaningful Use’Hypothesis:There are 3 ways that HCPs ‘use’ social media:

1. To practice – treating patients2. To promote public health messaging (& promotion)3. To learn – sharing of medical information/knowledge

Patient CarePromote

Public Health Share &

Learn

Bucket 1 Bucket 2 Bucket 3

Methods• Survey:

– Developed using theoretical framework, previous literature, and input from advisory board. Surveys were pilot tested using cognitive interview process prior to implementation

• Distribution:– Surveys were distributed by email in March 2011 to a random selected

sample of US oncologists and primary care physicians.

• Target groups and sample size:– US Oncologists (n=186) & US Primary Care Physicians (n=299)

• Response Rate:– A sample of 491 responses were collected however 485 responses

were analyzed. – Response rate = 27%

• This study was submitted and approved by IRBs at Western and JHU

http://medicine20congress.blogspot.com/2011/08/physician-adoption-of-social-media-for.html



Physician Adoption and Use of Social Media to Share Medical Knowledge with Other Physicians

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Doc-

only

Co

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uniti

es

Texti

ng

Mob

ile A

pps

iTun

es

Wik

is

YouT

ube

Face

book

Podc

astin

g

Blog

s

Linke

dIn

Twitt

er

RSS

Feed

s

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Unaware

Will Never Use

Current User

@briansmcgowanOctober 2012

Question #2:How can we better understand

‘why’ physicians use social media in meaningful ways?

Physician attitudes towards using social media

20%

22%

18%

47%

45%

49%

33%

33%

33%

0% 20% 40% 60% 80% 100%

All respondents

Oncologists

Primary Care Physicians

Waste of time Neutral Essential use of time


21%

23%

19%

47%

45%

49%

32%

33%

32%

0% 20% 40% 60% 80% 100%

All respondents

Oncologists


Risky Neutral Benefic ial


20%

23%

18%

44%

45%

43%

37%

32%

39%

0% 20% 40% 60% 80% 100%

All respondents

Oncologists


Bad way to get info Neutral Good way to get info


18%

20%

17%

51%

52%

50%

31%

28%

32%

0% 20% 40% 60% 80% 100%

All respondents

Oncologists


Low quality Neutral High quality

Benefits of primary care physicians using social media

6%

7%

7%

6%

7%

11%

9%

13%

11%

8%

8%

9%

11%

5%

6%

18%

20%

23%

17%

17%

26%

24%

19%

28%

29%

24%

23%

20%

22%

22%

7%

7%

6%

10%

10%

0% 20% 40% 60% 80% 100%

Using Social Media enables me toaccomplish job tasks more effectively

Using Social Media improvesmy job performance

Using Social Media increasesmy job productivity

Using Social Media enables meto care for patients more effectively

Using Social Media helps improvethe quality of my patient care

Strongly Disagree Disagree Somewhat DisagreeNeither Agree or Disagree Somewhat Agree AgreeStrongly Agree

Ease of use - Primary Care Physicians

6%

6%

4%

11%

12%

13%

14%

14%

15%

21%

23%

21%

31%

30%

32%

13%

11%

12%

0% 20% 40% 60% 80% 100%

Learning to use social media was easy for me

It was easy for me to become skillfull at using social media

I find social media easy to use

Strongly Disagree Disagree Somewhat DisagreeNeither Agree or Disagree Somewhat Agree AgreeStrongly Agree n = 299

Advancing the Community – Primary Care Physicians

16%

10%

7%

29%

29%

23%

36%

39%

39%

15%

19%

28%

0% 20% 40% 60% 80% 100%

I feel that it is important to help others to advance the professional community

It’s important to help my professional community succeed

When people share knowledge, the entire professional community benefits

Strongly Disagree Disagree Somewhat DisagreeNeither Agree or Disagree Somewhat Agree AgreeStrongly Agree n= 299

Social Norming – Primary Care Physicians

8%

12%

11%

18%

18%

13%

13%

15%

13%

25%

27%

23%

28%

21%

23%

17%

16%

22%

18%

15%

14%

0% 20% 40% 60% 80% 100%

There is a strong physician community that Ican access using social media

There is a critical mass of other physiciansthat I can reach using social media

People in my profession who are important tome encourage the use of social media

People in my profession who have aninfluence on me encourage the use of social

media

Strongly Disagree Disagree Somewhat Disagree

Neither Agree or Disagree Somewhat Agree Agree

Strongly Agree n= 299

Innovativeness - Primary Care Physicians

10%

11%

8%

10%

8%

19%

17%

15%

16%

19%

11%

21%

12%

14%

21%

22%

25%

30%

23%

30%

20%

13%

17%

20%

12%

15%

9%

15%

14%

8%

0% 20% 40% 60% 80% 100%

I actively seek new ways to use socialmedia in my practice

I usually find out about new social mediaapplications earlier than others

In my area of medical expertise, I am regarded as being on the “cutting edge”

I improved and developed new techniquesin my area of medical expertise

I am dissatisfied with the existing ways toaccess information related to my medical

expertise

Strongly Disagree Disagree Somewhat Disagree

Neither Agree or Disagree Somewhat Agree Agree

Strongly Agree n= 299

Barriers – Primary Care Physicians

7%

5%

25%

14%

23%

16%

9%

22%

15%

18%

14%

15%

21%

18%

19%

17%

20%

16%

25%

22%

27%

20%

7%

18%

8%

16%

24%

8%

5%

7%

10%

0% 20% 40% 60% 80% 100%

The systems required to participate in social media are not readily available

I am too busy to participate in social media

I don't have time to learn how to use social media for professional purposes

I am concerned that using social media will consume too much time once I get started

I prefer using traditional sources of medical knowledge

Strongly Disagree Disagree Somewhat DisagreeNeither Agree or Disagree Somewhat Agree AgreeStrongly Agree n= 299

Five Next Steps

1. Focus on the ‘big movable middle’

2. Better understand what fed the various attitudes

3. Explore the barriers more meticulously

4. Objectively demonstrate the benefits of bucket 3 use

5. Insist on rigorous data – build a science.

Understanding the Meaningful Use of Social Media by Surgeons

Presented by:

Brian S. McGowan, PhD@briansmcgowan

www.SOCIALQI.com

October 2012

*** Author of the forthcoming Fall 2012 release of: ***#SOCIALQI: Simple Solutions for Improving Your Healthcare

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mcgowan - understanding the meaningful use of social media by surgeons

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