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The Impact of Social Media In CME
Joseph Kim, MD, MPHPresident of Medical Communications Media, Inc.
Incorporated in 1995, MCM is a provider of certified continuing education solutions for health care professionals. MCM develops educational activities in joint-sponsorship with accredited providers.
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Partnerships and Collaborations
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How can social media impact the formal educational experience?
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QuantiaMD & Care Continuum Alliance“Doctors, Patients & Social Media”
(Sept 2011) 28% already use professional
physician communities, with the highest enthusiasm around using them to learn from experts and peers.
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The “Connected Clinician”
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Closed vs. Open Communities
Open communities Everything may become public Consumers/patients may get involved Not discussing specific patients Anonymous vs. identified postings
Closed communities HCPs may discuss anything, including
specific patients Curbside consultations with patient-specific
information Anonymous vs. identified postings
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Sermo
117,000+ members (1 in 5 practicing US physicians)
All physicians are verified 400,000 post views (discussions) per
month 1 Million comments, 50,000 posts,
3.5 million votes
http://sermo.com
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Certified CME Activities on Social Media & Medication Adherence
“Using Social Media to Improve Medication Adherence”1. Outline the appropriate ways of
communicating with colleagues and with patients on social media websites
2. Describe how social media can be used to communicate with patients about the importance of medication adherence.
Supported by an educational grant from Pfizer
http://www.CMEcorner.com
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Discussing “medication adherence”First poll + discussion on Sermo: 21 votes, 27 comments
Comments reflect: Physician attitudes about EHR systems Attitudes about patient motivation to
adhere to medication regimens Thoughts regarding the importance of
team-based care
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On a closed social network (restricted community)
Physicians are open They don’t hold back their
comments Some are willing to admit mistakes Most admit their knowledge gaps They are willing to discuss
controversial topics
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A series of CME activities on fibromyalgia
http://www.cmecorner.com
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Ongoing, longitudinal educationSocial media discussions identify areas
where there is an ongoing need for education
Controversies and confusion around the diagnosis and management
Sharing experiences on what is and is not working
Overcoming challenges related to disease management
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QuantiaMD
Over 300,000 members, over 125,000 physicians
Access on mobile devices 300,000 minutes of content
consumed 40,000 questions answered 1,000+ resources delivered
http://quantiamd.com
Doximity
HIPAA-compliant physician network and communication platform
Connect with physicians and get more referrals and consults
iRounds
https://www.doximity.com
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Traditional CME (CME 1.0)
Education
Outcomes
Educational Needs
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Improving CME (CME 2.0)
Education
Dialogue
OutcomesDialogue
Educational Needs
Dialogue
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Thank You
Joseph Kim, MD, MPH DrJosephKim.com
Linkedin.com/in/DrJosephKim Facebook.com/DrJosephKim Twitter: @DrJosephKim
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Thank You
Joseph Kim, MD, MPHDrJosephKim.com
Linkedin.com/in/DrJosephKimFacebook.com/DrJosephKimTwitter: @DrJosephKim
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Closed Networks
Admit a mistake: “I accidentally did this and harmed a patient. How could I avoid this mistake in the future?”
Voice frustration managing a patient: “I can’t get my patients with diabetes to goal. What else can I do?”
Discuss controversial or challenging issues: “What do you do when your patient stops a medication? When do you fire a patient for non-compliance?”
http://sermo.com
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Social media is…
Personal
Interactive
Spontaneous
Ongoing
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Closed Networks
Physicians are willing to be vulnerable and admit their mistakes or their gaps in knowledge
They are discussing specific patients Post photos and/or videos of patients Curbside consultations Gaining comfort with second-line and
third-line treatments
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Extra Slides
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Title – Font - Century Gothic Content – Font Century GothicSize 24
Student Doctor Network
Over 3.5 million visits per month
300,000 registered members
over 10 million posts
http://www.studentdoctor.net
31Source: HCPs & Social Media 2011 by UBM Medica
Where do physicians spend their time?
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Hashtags:#ASCO #ASCO10#ASCO11
www.asco.org/twitter
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How many physicians use social media for professional purposes? Manhattan Research: 24% QuantiaMD/Care Continuum: 65%
and 28% CMEcorner.com: 45%
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2009
“Practicing Medicine in the Age of Facebook” Harvard Dean for Medical Education
writes: “Caution is recommended . . . in using social networking sites such as Facebook or MySpace. Items that represent unprofessional behavior that are posted by you on such networking sites reflect poorly on you and the medical profession. Such items may become public and could subject you to unintended exposure and consequences.”
N Engl J Med 2009; 361:649-651
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Physician fired over Facebook posts April 2011: Rhode Island physician
wrote about her experience in a hospital emergency room. She didn’t use names, but used enough descriptors that readers in the community were able to identify the patient.
Outcome: Fired from the hospital Fined $500 Reprimanded by the state medical board
Boston Globe (Boston.com) April 19, 2011
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Why Should HCPs Use Social Media?
•Promote awareness about certain diseases or treatments
Knowledge Sharing
•Dialogue with colleagues about professional issues •Learn what patients are saying and experiencing
Professional Development
•Dialogue with patients and answer questions•Share insights and lessons learned with colleagues
Build Community
•Promote services to patientsMarketing
Mayo Clinic Center for Social Media The Mayo Clinic Center for Social
Media exists to improve health globally by accelerating effective application of social media tools throughout Mayo Clinic and spurring broader and deeper engagement in social media by hospitals, medical professionals and patients.
http://socialmedia.mayoclinic.org
Mayo Clinic’s Social Media Philosophy: Mayo Clinic believes individuals
have the right and responsibility to advocate for their own health, and that it is our responsibility to help them use social media tools to get the best information, connect with providers and with each other, and inspire healthy choices.
http://socialmedia.mayoclinic.org
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Physicians are using hash tags # at major medical conferences to share information with colleagues
“Oncologists Using Twitter to Advance Cancer Knowledge” Oncology Times Jan 2010
Live tweeting during surgery “…information on Twitter is not verified,
and it may be impossible to authenticate sources” JAMA Feb 9, 2011
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Consumers Are Using Social Media “Consumers Seek Healthcare Advice On
Facebook, Docs Absent” (InformationWeek July 11, 2011)
“Patients Use Facebook, Twitter, to get health information” (CNN Blog March 4, 2011) In the survey of nearly 23,000 people in the
United States, 16% said they use social media as a source of health care information. For nearly all of them – 94% - Facebook was their site of choice, with YouTube coming in a distant second at 32%.
Infographic: Mobile Statistics, Stats & Facts 2011 by Microsoft Tag
Rapid Growth in Mobile
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Social Media Interactions
Patients are: Asking questions Voicing complaints Sharing stories
The health care community is: Educating patients Improving awareness Building trust Learning from patients
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Social Gaming and Health
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Concerns: Security & Privacy
HCPs & Social Media 2011 by UBM Medica
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Suggested Social Media Guidelines
1. Remember that everything you write may be publicly shared and permanent
2. Never write about specific patients or use identifying information
3. Always display professionalism, courtesy, and respect
4. It is OK to discuss health and medical topics, but only in general terms
5. Maintain appropriate boundaries of the patient-physician relationship in accordance with professional ethical guidelines
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Suggested Social Media Guidelines (cont…)
6. Never provide medical advice7. If you would not say it in front of a
crowded room of strangers, do not say it online
8. Know when to ignore comments or take discussions offline
9. Separate your personal and professional online presence
10.Report content posted by colleagues that reflect unprofessional conduct
#SocialMedia in Medicine
Webinar originally recorded on June 22, 2011 Over 1,000 health care professionals
registered Covered the basics:
Facebook Twitter LinkedIn
Now archived on HCPLive.com
http://www.hcplive.com
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Additional Resources
AMA Policy: Professionalism in the Use of Social Media http://bit.ly/AMASoME
Social Media Governance http://socialmediagovernance.com
Guseh JS 2nd, Brendel RW, Brendel DH. Medical professionalism in the age of online social networking. J Med Ethics. 2009;35(9):584-6.
Gabbard GO, Kassaw KA, Perez-Garcia G, Professional boundaries in the era of the internet. Acad Psych. 2011;35:168-74.
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Conferences
Medicine 2.0 (Stanford University) Health 2.0 Doctors 2.0 Annual Health Care Social Media
Summit (Mayo Clinic Center for Social Media)
51HCPs & Social Media 2011 by UBM Medica
