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Lecture at the 2011 Joint Philippine Lipid & Atherosclerosis Society & Philippine Society of Hypertension Annual Convention
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Social Media & MedicineIris Thiele Isip Tan MD, FPCP, FPSEM
MS Health Informatics (cand.)Clinical Associate Professor, UP College of Medicine
Section of Endocrinology, Diabetes & Metabolism, Philippine General Hospital
http://blog.thoughtpick.com/2010/11/10-must-know-advantages-disadvantages-of-social-media.htmlhttp://www.flickr.com/photos/matthamm/2945559128/
http://www.blogcatalog.com/blogs/webdesign-social-marketing-gadget-tech-and-web-20-news Accessed 27 Jan 2011
Social MediaInternet-based applications that allow the creation and exchange of user-generated content
http://en.wikipedia.org/wiki/Social_media
Collaborative projects
Blogs & microblogs
Content communities
Social networking
sites
Virtual game worlds
Virtual communities
http://en.wikipedia.org/wiki/Social_media
Socialmedia
http://www.techdigest.tv/2009/06/ten_great_reaso.html
http://bartelme.at/journal/archive/twitter_replacement_icon
http://en.wikipedia.org/wiki/File:Wikipedia-logo-v2.svg
http://technorati.com/blogging/article/facebook-
posting-trips-up-woman-in/
http://unconwtech.free.fr/technologies/
Caveats and pitfalls
Opportunity to reach out to patients
Impact on the practice of medicine
http://eyecareprofessionalsgroup.com/blog/
http://images.businessweek.com/ss/09/10/1006_twitterville/17.htm
http://www.watblog.com/tag/facebook-privacy/
Web 1.0 vs Web 2.0 by Andre Pan, 5 Sept 2006. http://www.flickr.com/photos/popoever/234877734/
Eysenbach G. J Med Internet Res 2008;10(3)
Participatory MedicinePatient has an active role in medical decision making
Digital Native“native speaker” of the digital language of the Internet
Digital Immigrantnot born in the digital world but have adopted new technology
Prensky M. “Digital Natives, Digital Immigrants” From On the Horizon
NCB University Press 9(5), Oct 2001
e-Patient
Use web to gather information
Seek online guidance
Demand better health information and services
Insist on a different relationship with their doctors
Coffield RL et al. Risky Business: Treating Tweeting the Symptoms of Social Media. AHLA Connections March 2010;10-14
Physician Networking Sites
SermoMD members discuss clinical issues
MedpediaCollaborative encyclopedia (Harvard Medical School, UC-Berkeley School of Public Health, Stanford Medical School and the University of Michigan Medical School)
iMedExchangeDoctors’ lounge and info resource
Ozmosis“Social Media and Medicine” in New England Journal of
Medicine Career Center Mar 2010 at http://www.nejmjobs.org
MedPedia Hypertension CommunityFor patients, providers and caregivers
http://www.medpedia.com/communities/630-Hypertension
Business Model Sermo
Provides companies access to physician discussions
Allows companies to post information on the site
Sells reports on exchanges on clinical topics
Gives honoraria to MDs who participate in surveys, panels and case conferences
“Social Media and Medicine” in New England Journal of Medicine Career Center Mar 2010 at http://www.nejmjobs.org
Caveats and pitfalls
Opportunity to reach out to patients
Impact on the practice of medicine
http://eyecareprofessionalsgroup.com/blog/
http://images.businessweek.com/ss/09/10/1006_twitterville/17.htm
http://www.watblog.com/tag/facebook-privacy/
Facebook Fan Page
Facebook Fan Page
Facebook Fan Page
HealthSeeker
HealthSeeker
HealthSeeker
HealthSeeker
Disaster alerting and response Location awareness during crisisBlood glucose tracking Mood tracking for bipolar disorder
Adverse event reporting Daily health tipsDrug safety alerts Environmental alerts
140 Health Care Uses of Twitterhttp://philbaumann.com/2009/01/16/140-health-care-uses-for-twitter/
http://techcrunch.com/2010/09/14/the-new-twitter/
540 US Hospitals using social media tools!
247 YouTube channels
316 Facebook pages
419 Twitter accounts
67 blogs
Coffield RL et al. Risky Business: Treating Tweeting the Symptoms of Social Media. AHLA Connections March 2010;10-14
Began podcasting in 2005
Most popular medical provider channel on YouTube
100,000 followers on Twitter
Facebook page with over 30,000 connections
Pioneer in hospital blogging
MissionLead the social media revolution in health care, contributing to
health and well being for people everywhere
VisionMayo clinic will be the authentic voice for patients and health
care professionals, building relationships through the revolutionary power of social media
A virtual place for the Clinic’s community of patients (500,000 unique patients from 150 countries yearly) to
connect and share their expenses
Online companion to newsletter Sharing Mayo Clinic
Hub that links to YouTube and Facebook
Mayo Clinic PodcastsMedical and Health Podcasts from Mayo Clinic
Mayo Clinic NewsMedical and Scientific News and Stories about Mayo Clinic
Medical Experts for MediaList of Mayo Clinic medical experts to help
journalists working on health and science stories
Caveats and pitfalls
Opportunity to reach out to patients
Impact on the practice of medicine
http://eyecareprofessionalsgroup.com/blog/
http://images.businessweek.com/ss/09/10/1006_twitterville/17.htm
http://www.watblog.com/tag/facebook-privacy/
"Be civil to all;
sociable to many; familiar with few;
friend to one; enemy to none."
Benjamin Franklin
http://smallbiztrends.com/2011/01/social-media-analytics-6-steps-measuring.html
Physicians should be cognizant of standards of patient privacy and confidentiality that must be maintained in all environments, including online, and must refrain from
posting identifiable patient information online.
AMA Policy: Professionalism in the Use of Social Media
American Medical Association, Oct 2010
When using the Internet for social networking, physicians should use privacy settings to safeguard personal information and content to
the extent possible, but should realize privacy settings are not absolute and that once on the Internet, content is likely there
permanently. Thus physicians should routinely monitor their own Internet presence to ensure that the personal and professional
information in their own sites and, to the extent possible, content posted about them by others, is accurate and appropriate.
AMA Policy: Professionalism in the Use of Social Media
American Medical Association, Oct 2010
YelpA social rating site
Jan 2009 Patient criticized SF chiropractor’s billing practices Charges of defamation-libel and invasion of privacy
Coffield RL et al. Risky Business: Treating Tweeting the Symptoms of Social Media. AHLA Connections March 2010;10-14
Anti-defamation serviceContract provisions restricting a patient’s right to make
negative comments on rating websites
“The gag contract Wall of Shame”
Coffield RL et al. Risky Business: Treating Tweeting the Symptoms of Social Media. AHLA Connections March 2010;10-14
If they interact with patients on the Internet, physicians must maintain appropriate boundaries of the patient-physician relationship in accordance
with professional ethical guidelines just, as they would in any other context.
AMA Policy: Professionalism in the Use of Social Media
American Medical Association, Oct 2010
Online “messages” between an MD and his “friend” on Facebook creates an electronic record of the exchange
Can potentially support existence a physician-patient relationship
Can create liability (HIPAA, medical malpractice, patient abandonment, etc.
Coffield RL et al. Risky Business: Treating Tweeting the Symptoms of Social Media. AHLA Connections March 2010;10-14
DISCLAIMERThe site and the information contained therein is made available
by the author for educational purposes only and is not intended to provide medical advice. By accessing the site, you understand
and acknowledge that there is no physician-patient relationship between you and the author. You further acknowledge your understanding
that the site should not be used as a substitute for competent medical advice from a licensed physician in your state.
Always read the Terms of Use!
To maintain appropriate professional boundaries physicians should consider separating personal and
professional content online.
AMA Policy: Professionalism in the Use of Social Media
American Medical Association, Oct 2010
Should superiors “friend” or “follow” subordinates?
Can trigger or exacerbate legal claims (harassment, discrimination or wrongful termination)
What would you do?
You see a post on a colleague’s Facebook wall indicating that he has been drinking alcohol recently ...
and you know that he is or has been on call?
Coffield RL et al. Risky Business: Treating Tweeting the Symptoms of Social Media. AHLA Connections March 2010;10-14
When physicians see content posted by colleagues that appears unprofessional they have a responsibility to bring that content to the attention of the individual, so that he or she can remove it and/or take other appropriate actions. If the behavior significantly violated professional norms and the individual does
not take appropriate action to resolve the situation, the physician should report the matter to appropriate authorities.
AMA Policy: Professionalism in the Use of Social Media
American Medical Association, Oct 2010
Physicians must recognize that actions online and content posted may negatively affect their reputations
among patients and colleagues, may have consequences for their medical careers (particularly for physicians-in-training and medical students), and can
undermine public trust in the medical profession.
AMA Policy: Professionalism in the Use of Social Media
American Medical Association, Oct 2010
Report from 60% of US medical schoolsViolation of patient confidentiality 13%
Use of profanity 52%Frankly discriminatory language 48%
Depiction of intoxication 39%Sexually suggestive material 38%
Chretien KC et al. JAMA 2009; 30(12):1309-1315
Guidelines for Networking SitesDavid H. Brendel MD, PhD Chair of McLean Hospital’s Institutional Review Board
Address a patient’s online invitation immediately and in person to avoid damaging the therapeutic relationship.
Do not include information obtained through social networking websites to a patient’s medical record without their consent.
Use discretion when posting personal information online.
Understand the privacy policies available on social networking websites and use them to limit access to personal information.
Physicians Using Social Media, March 2010 at http://iconsinmedicine.wordpress.com/2010/03/22/physicians-using-social-media/
Develop a Social Media Policy
Be transparent and authentic
Never represent yourself in a false way
Don’t betray a patient’s or colleague’s trust
Be responsible for what you write
Be authentic and consider your audience
Protect confidential and proprietary information
Post factual, meaningful and courteous comments
Use common sense and common courtesy
Add value to yourself and your company
Find the proper balance between your use of social media and your other work
Coffield RL et al. Risky Business: Treating Tweeting the Symptoms of Social Media. AHLA Connections March 2010;10-14
Caveats and pitfalls
Opportunity to reach out to patients
Impact on the practice of medicine
http://eyecareprofessionalsgroup.com/blog/
http://images.businessweek.com/ss/09/10/1006_twitterville/17.htm
http://www.watblog.com/tag/facebook-privacy/
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