Social Media in Healthcare: Benefits, Challenges &

Opportunities Martha Gulati, MD, MS,FACC, FAHA, FASPC

Editor-In-Chief CardioSmart for the ACCChief of Cardiology- University of Arizona

Phoenix, AZ

27th Annual Southwestern Conference in MedicineApril 26, 2018

@cardiosmart

@drmarthagulati

@marthagulati

marthagulati.com

Speaker Disclosures

• I use #SoMe

– Twitter

– Instagram

– Linkedin

– Doximity

– Yelp

• I deleted my Facebook account 3 weeks ago

4/26/2018 3

2005 – Pope Benedict Inauguration

2013 – Pope Francis Inauguration

4/26/2018 4

What is Social Media?

Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques.

Social media uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many).

Source: Wikipedia

@cardiosmart

@drmarthagulati

@marthagulati

marthagulati.com

Diagram by Danny Sullivanen.wikipedia.org/wiki/Danny_Sullivan_(technologist)

What is Social Media?

• Social networking (Facebook, MySpace, Google Plus, Twitter)

• Professional networking (LinkedIn)

• Media sharing (YouTube, Flickr)

• Content production (blogs [Tumblr, Blogger] and microblogs [Twitter])

• Knowledge/information aggregation (Wikipedia)

• Virtual reality and gaming environments (Second Life)

@cardiosmart

@drmarthagulati

@marthagulati

marthagulati.com

Social Media 101

@drmarthagulati

@cardiosmart

@drmarthagulati

@marthagulati

marthagulati.com

#SoME: Keeps You UptoDate

• Rate of new content

more than doubled /

20 years

• Increasing number of

journals

Priem, J The London School of Economics and Science

The Impact Blog November 21,2011 Accessed May 20, 2105

http://blogs.lse.ac.uk/impactofsocialsciences/2011/11/21/altmetrics-twitter/

#SoMe to Filter Content

• SoMe can be used to dynamically connect with new information based on following others with similar interests

• Your network brings relevant content to you

#SoMe: Education

#SoMe: Journal Clubs

#SoMe: Journals Scholarly Impact

@cardiosmart

@drmarthagulati

@marthagulati

marthagulati.com

Altmetric• Conversations across

Platforms• Single visually engaging

and informative view of the online activity surrounding your scholarly content

• The ”New Impact Factor”

@cardiosmart

@drmarthagulati

@marthagulati

marthagulati.com

#SoMe: Dialogue, Discussion

@cardiosmart

@drmarthagulati

@marthagulati

marthagulati.com

#SoMe: Making a Movement

#RadialFirst

#SoMe: Tweet the Conference

#SoMe for Research

• Connect with global audience

• Unlimited capacity for

– collaboration, crowdsourcing,

– peer review

• ? Trial recruitment

– Check with your IRB (Limited information posted without IRB approval)

#SoMe & Patients: Dr. Google

Who is the e-Patient

• 87% of US adults use the internet

• 72% of internet users looked online for health information

Pew Research Center

2014 Health Fact Sheet

www.pewinternet.org

Social Media & Patients

In a generation that is more likely to go online to answer general health questions than ask a doctor, what role does social media play in this process?

• >80% of adults use some form of #SoMe (~8% in 2005)

• >1 Billion on Facebook (1/7 of the world)

• >100 Million Twitter uses

• >2 Billion Videos on YouTube Viewed

@cardiosmart

@drmarthagulati

@marthagulati

marthagulati.com

#SoMe in Patient Education

• Organizational promotion: hospitals, societies, patient advocacy

• Patient Education: 8/10 Internet users search for health information online, and 74% of these people use social media

• Patient Care: reminders, scheduling

• Public Health Programs: Public education, advocacy, CDC tracker, organ donor status on Facebook

Why We Need To Be Part of #SoMeMore than 40% of consumers say that information found via social media (#SoMe) affects the way they deal with their health• Reason to be on #SoMe: create accurate

educational content to help inform consumers and outshine misleading information

• Healthcare Professionals can guide patients to credible peer-reviewed websites where the information is subject to quality control

Why We Need To Be Part of #SoMe

“The Solution to Pollution is Dilution”

Who Do Patients Trust for Medical Information?

Fox: Peer to Peer Healthcare, 2011Pew Internet and American Life Project

Why We Need To Be Part of #SoMeConnection

18 to 24 year olds are >2x as likely than 45 to 54 year olds to use #SoMe for health-related discussions.• Reason to be on #SoMe: 18-24 year olds are early adopters of

#SoMe and new forms of communication.

• We need to join in on these conversations where and when they are happening. If we move too slow or don’t join, we risk losing the attention of this generation

@cardiosmart

@drmarthagulati

@marthagulati

marthagulati.com

Why We Need To Be Part of #SoMe

Patients Believe #SoMe

90% of respondents from 18 to 24 years of age said they would trust medical information shared by others on their social media networks• Reason to be on #SoMe: A millennial’s

network on social media is a group of people that is well trusted online, which presents an opportunity to connect with them as health care professional in a new & authentic way.

Why We Need To Be Part of #SoMe

Influences Choices

41% of people said social media would affect their choice of a specific doctor, hospital, or medical facility• Reason to be on #SoMe: #SoMe can be a vehicle to help scale

both positive and negative word of mouth, which makes it an important channel for an individual & organization in the healthcare industry to focus on in order to attract and retain patients.

@cardiosmart

@drmarthagulati

@marthagulati

marthagulati.com

Why We Need To Be Part of #SoMePatients are likely to share information about their health on #SoMe sites:30% with patients

47% with doctors

43% with hospitals

38% with a health insurance company

32% with a drug company

• Reason to be on #SoMe: #SoMe is slowly helping improve the way people feel about transparency and authenticity, which will hopefully lead to more productive discussions and innovations regarding an individual’s health.

@cardiosmart

@drmarthagulati

@marthagulati

marthagulati.com

#SoMe Used By PatientsThe most accessed online resources for Patients:

– 56% searched WebMD

– 31% Wikipedia

– 29% health magazine websites

– 17% Facebook

– 15% YouTube

– 13% blogs

– 12% patient communities

– 6% Twitter

– 27% none of the above

• Reason to be on #SoMe: value, credibility and reliability- we need to contribute to what is out there

@cardiosmart

@drmarthagulati

@marthagulati

marthagulati.com

Doctors on #SoMe Matter

60% of social media users are most likely to trust #SoMe posts and activity by doctors over any other group• Reason to be on #SoMe: Doctors as respected members of

society are respected for their opinions on #SoMe, which is even more reason to help boost your reach as a healthcare professional and actively use social media to discuss the industry.

@cardiosmart

@drmarthagulati

@marthagulati

marthagulati.com

Digital Footprint: Uncontrolled

Digital Footprint: Uncontrolled

Digital Footprint: COntrolled

LinkedIn – non-medical

• Networking, Searchable

• Content / links can be posted

Doximity – MD site

• Searchable. CME, journal

• Access, Secure Messaging

Martha Gulati, MD, FACCEditor in Chief, CardioSmart

@DrMarthaGulati, @CardioSmart

#SoMe Best Practices

Don’t lie,

Don’t pry,

Don’t cheat,

Can’t delete

Don’t steal

Don’t reveal

Timimi F. The 12-word social media policy.Mayo Clinic Social Media Health NetworkPosted April 5, 2012

Someone is Always Watching You

State Medical Board Survey• 92% reported at least 1 online violation• Most incidents reported by patients or

families, less common other MD

Don’t Feed The Trolls

• Troublemaking

• Ridicules

• Objectionable content

• Lying

• Leading astray

Matthew Katz MD

www.slideshare.net/subatomicdoc

Twitter 103: Trolls, Malware and

Spam

Opprotunities using #SoMe in Medicine

• Spread Information Quickly

• Mobilize Change

• Enhance Patient Motivation

• Engage a Larger Community

• Guidance for Patients

• Summarize Medical Research to public

• Public Health Messaging

• Videos, Recipes

• Facebook Page

• Google + Circle

• Advocacy

Rules for Doctors on #SoMe

1. Don’t Fear #SoMe

2. Don’t Post When Angry

3. Strive for Accuracy

4. When in Doubt, Pause

5. POP= Protect Your Patient (HIPPA)

6. Ask For Patient’s Permission if you post a case

7. Be Respectful

8. Assume Beneficence

9. Be Careful Friending Patients

10. Educate Yourself, Ask Questions

11. Don’t Give Specific Patient Advice

12. Don’t suggest vaccines cause autism

From KevinMD.com – Dr.John Mandrola

(with my edits/opinions within!)

@cardiosmart

@drmarthagulati

@marthagulati

marthagulati.com

@cardiosmart

@drmarthagulati

@marthagulati

marthagulati.com

@cardiosmart

@drmarthagulati

@marthagulati

marthagulati.com