Social media and healthcare Dr Sirous Panahi Iran University of Medical Sciences Faculty of Health Management and Information Science siruspanahi@gmail.com
Agenda The origin and evolution of social media Social media basics The many and varied web 2.0 applications Affordances of social media Understand why social media is important Patients/Physicians/Hospitals use of social media Reasons to use social media: Physicians perspective Challenges of using social media : Physicians perspective Future of social media in healthcare Tips to get started with social media Legal and ethical Issues associated with the use of social media
What is social media? Platforms like Facebook and Twitter? Enabling technologies like wikis, blogs, etc..? Marketing communications? Engaging customers? Solving problems? Social media Social Technology Web 2.0 Web 3.0 Enterprise 2.0 Social Computing Social Software?
Timeline of web developments (Spivack, 2009)
What is social media? Group of internet-based applications that build on the ideological and technological foundations of web 2.0 Depend on mobile and web-based technologies to create highly interactive platforms through which individuals and communities share, co-create, discuss, and modify usergenerated content Social media is an on-line environment created for the purpose of mass collaboration
What is social media about? Mutual communication Networking/community building Collaboration User-generated content Knowledge sharing Multimedia oriented Interactivity User friendly
Social media example tools Types of social media Social networking sites Blogs Wikis Micro-blogging Photo sharing Podcast/Vodcast/Netcast (Video/Audio sharing) Social bookmarking/tagging (resource sharing) RSS (news feeds) Virtual worlds Collaborative writing/file sharing Live communication/video conferencing tools Social feedback: Example tools Facebook, MySpace, Ning, Google Group, LinkedIn Wordpress, Blogger, tubmler Wikipedia, corporate wikis Twitter, Yammer Flickr, Photobucket YouTube, Vimeo, 12 seconds, Last.fm Del.icio.us, Digg, Citeulike, Zotero, Mendeley, Diigo GoogleReader, RSS Bandit, FeedReader Second Life Dropbox, Google Doc, Box.net, Sharefile Skype, Vivu, oovoo, Evo, Microsoft Live meeting Variety of social rating, ranking, commentary sites
But Social media is not actually about the tools!
It is about affordances Affordances of Social Technology (Bradley, 2010) characteristics that allow actions to take place Participation Collective Effort Transparency Independence Persistence Emergence
Are there more affordances? Empowerment?
Social media in healthcare Patients perspective Clinicians perspective Healthcare organisations perspective Medicine 2.0, Healthcare 2.0 Pharmacy 2.0
Social media and patients 80% of US people look for health information online 34% (1/3) of US people use social media including YouTube, Facebook and Twitter to Find medical information Research and share their symptoms Post about doctors Post about their health experience Post about treatments, drugs and health plans Access health related consumer reviews of treatments or physicians Join a health forum or community
Patients: find support, health info PatientsLikeMe 300,000 members 13
Social media and patients Social media affects patients decisions
Physicians and Internet (Manhattan Research LLC., 2012b, c)
Physicians and portable devices Source: (Manhattan Research LLC., 2012b, c)
Physicians Only social networks 170,000 members 270,000 members 300,000 members Over 100,000 members
Physicians only social networks 1000,000 members 210,000 members 3.2m members 200,000 members
Social media and physicians Source: (Manhattan Research LLC., 2012c) More than 41% listened to podcasts, and 12.9% commented on blogs (Cooper, et al., 2012) (Institute for Health Technology Transformation, 2013)
Why physicians use social media? Staying connected with colleagues Reaching out and networking with the wider community Desire for knowledge sharing Engaging in continued medical education Benchmarking practice Personal professional branding Source: (Panahi et al., 2014)
Why Participate in Social Media? Professional Medical training Patient education Recruiting/Finding employment & research opportunities Clinical Care Improve support network for patients Enhance MD-patient communication Improve quality and safety Research Collaboration/Crowdsourcing Promote research findings Recruit research study & clinical trial candidates Society Advocacy and public policy
Tips for Getting Started: POST Approach People: Objectives: Strategy: Who is your audience? What are their capabilities? Establish a presence, then build an audience What are your goals? Listen vs Talk vs Support vs Collaborate Establish clear goals and build them into your organizations communication & program goals What will be different after you are done? Develop a social media strategy based on your goals Know how/when to post updates, comment on or share information Technology: What social media tools help you achieve your strategic goals? Twitter vs Blog vs Wiki vs Community Know the platform: language, admin panels & privacy settings- Utilize free online training & resources Bernoff. 2008. The POST Method: A systematic approach to social strategy.
Social Media General rule of thumb: Facebook: For people you know (personal) Twitter: For people you would like to know (professional) LinkedIn: For people you work with (professional) Pinterest: For people who like the same things. Academia.edu: For academics (professional)
DO NOT IGNORE Legal aspects of using social media
Challenges Maintaining confidentiality Lack of active participation Finding time Lack of trust Workplace acceptance and support Information anarchy Other: Professional-personal conflict of interest Risks to reputation Source: Panahi et al., 2014
Risks to Participation Reputation (personal or organisational) Maintaining confidentiality Balancing privacy and transparency Malpractice liability Bullying Security e.g Cyber stalking, Identity theft, Copyright infringement, viruses and malwares
Top 10 Online Activities That Are Likely to Result In Investigation by Medical Boards 1. Citing misleading information about clinical results 81% 2. Using patient images without consent 79% 3. Misrepresenting credentials 77% 4. Inappropriately contacting patients 77% 5. Implied intoxication 73% 6. Violation of patient confidentiality 65% 7. Discriminatory speech toward patients 60% 8. Using derogatory speech toward patients 46% 9. Depicting alcohol use without intoxication 40% 10. Providing clinical narratives without violating patient confidentiality Source: http://annals.org/article.aspx?articleid=1556363 16%
Social media and healthcare organisations To block or not to block? Monitoring Use policies Source: (Bennett, 2010).
Future of social media in healthcare? Mobile apps Convergence of e-health and social media Clear social media strategies and policy Reducing the risk of violating patient privacy Fitting social media into the character of the organisation Democratising healthcare
Example well known physicians weblogs Life in the fast lane (www.lifeinthefastlane.com) Emcrit (www.emcrit.org) Kevin MD (www.kevinmd.com/) http://resus.me/ Academic Life in Emergency Medicine (http://www.aliem.com)
Iranian physicians social networks شبکه اجتماعی پزشکان http://www.pdbook.ir/ شبکه اجتماعی فیس طب / http://www.faceteb.ir/ شبکه اجتماعی خدمات http://www.tebbook.com/ پزشکی ایران شبکه اجتماعی- علمی دانشجویان علوم http://mednet.ir/ پزشکی شبکه پزشکان ایرانی http://iranianmed.ir/ http://www.pezeshkonline.ir/