Social Media forOrthopaedic Surgeons

Christian Veillette M.D., M.Sc., FRCSC

Assistant Professor, University of TorontoShoulder & Elbow Reconstructive Surgery

University Health NetworkAffiliated Faculty, Techna Institute

Email: orthonet@gmail.com

DisclosureMy disclosure is in the Final Program

Book and in the AAOS database.

Founder – OrthogateFounder – OrthopaedicsOne

Advisor - RxMatch

Objectives

• Understand why social media is important and here to stay

• Learn how to create your digital footprint through social media

• Review of “best of breed” social media in orthopaedics

• Tips to get started with social media

• Guidelines for participation in social media

What is Social Media?

Definition of Social Media• group of Internet-based applications that build on the

ideological and technological foundations of Web 2.0• allow the creation and exchange of user-generated

content• depend on mobile and web-based technologies to create

highly interactive platforms through which individuals and communities share, cocreate, discuss, and modify user-generated content

• introduces substantial and pervasive changes to communication between organizations, communities and individuals

http://en.wikipedia.org/wiki/Social_media

Web 2.0 as a disruptive technologyHealth Care Values Web 2.0 Values

Risk adverse Risk taking

Information comes from authoritative sources

Information judged based on social networking/community acceptance

Privacy and security are regulated Anyone can create an account

Long lead times for deployment Quick deployment (Beta release)

Controlling data Information contributed by and distributed to all

Intellectual property closely guarded Follow existing standards, use licenses with as few restrictions as possible

Gunther Eysenbach MD, MPH, www.medicine20congress.com

Social Media and Medicine 2.0• enables and facilitates collaboration and

collaborative filtering processes (selection of “relevant” information based on peers)

• reputation and trust management• viral dissemination of information and

applications• powerful tool to engage users, provides “social”

incentives to enter, update, and manage information

What is the Relevance to Orthopaedics?

Rise of the e-Patient

• 4 e’s of defining the e-Patient

equipped

empowered

enabled

engaged

… in their health and health care decisions

Not Just Dr. Google Anymore• 1/3 of US consumers using YouTube, Facebook

and Twitter to find medical information, research and share their symptoms, post about doctors, treatments, drugs and health plans

• 42% of consumers use social media to access health related consumer reviews of treatments or physicians

• 25% have posted about their health experience • 20% have joined a health forum or community

Social media affects patients decisions

And Patients Aren’t the Only Ones

Physician use of social media

Interest in online physician networks

Why Participate in Social Media?• Professional

– Medical training– Continuing professional development– Patient education– Reputation management– Recruiting

• Clinical Care– Improve support network for patients– Enhance MD-patient communication– Improve quality and safety

• Research– Collaboration/Crowdsourcing– Promote research findings

• Society– Advocacy and public policy

How do you want to participate?

Rule of Participation Inequity“90-9-1 Rule”

• User participation in an online community more or less follows the following 90-9-1 ratios:

The Big 5

The Big 5

The Big Five

Orthopedist Exploring New Media and Healthcare Intersection

https://twitter.com/hjluks

Twitter as a Communication Tool for Orthopaedic Surgery

• April 15 – May 2, 2011

Frank, OI. Orthopedics. 2011 Nov;34(11):873-6.

Rise of Physician Networking

Social Media in Orthopaedics

• Education

• Career

• Research

• Patient Care

• Public Policy

Education

Video Sharing/Discussions Discussions/Product Review

Studying for Boards Rating the Evidence

Content Creation, Collaboration & Sharing

Career

Residency Program Reviews

What about your reputation?

Research

Literature Based Network Connections/Answers

Reference Manager/Network Share/Follow

Patient Care

Health Tap

Public Policy

Tips for Getting Started

POST Approach:

Bernoff. 2008. The POST Method: A systematic approach to social strategy.

People: Who is your audience?What are their capabilities?

Objectives: What are your goals?Listen vs Talk vs Support vs Collaborate

Strategy: What will be different after you are done?

Technology: What social media tools help you achieve your strategic goals? Twitter vs Blog vs Wiki vs Community

Getting Started with Social Media

Barriers to Participation

• Logistic– Lack of familiarity– Time– Financial Cost

• Risk– Reputation (personal or organisational)– Balancing privacy and transparency– Malpractice liability

Guidelines for Participation• CMA: Social media and Canadian Physicans – issues and

rules of engagement. (http://www.cma.ca/advocacy/social-media-canadian-physicians)

• CPSO: Guidelines for the Appropriate Use of Social Media by Physicians (http://policyconsult.cpso.on.ca/?page_id=374)

• AMA: Professionalism in the Use of Social Media (http://www.ama-assn.org/ama/pub/physician-resources/medical-ethics/code-medical-ethics/opinion9124.page)

• Physicians, Risks and Opportunity in the Digital Age (http://33charts.com/2011/12/physicians-risk-opportunity-social-media.html)

• Physician online professionalism in social media(http://www.kevinmd.com/blog/2012/01/physician-online-professionalism-social-media.html)

Doctors Behaving Badly

Top 10 Online Activities That Are Likely to Result In Investigation by Medical Boards

Source: http://annals.org/article.aspx?articleid=1556363

10. Providing clinical narratives without violating patient confidentiality 16%

9. Depicting alcohol use without intoxication 40%

8. Using derogatory speech toward patients 46%

7. Discriminatory speech toward patients 60%

6. Violation of patient confidentiality 65%

5. Implied intoxication 73%

4. Inappropriately contacting patients 77%

3. Misrepresenting credentials 77%

2. Using patient images without consent 79%

1. Citing misleading information about clinical results 81%

Primer for Orthopaedic Surgeons

Questions?