Social Media for Healthcare Practitioners Anamaria Tivadar Social Marketing and Communications Specialist, CATIE
Topics CoveredOverview: Defining social media and examining the global reach The importance of social media to HCPs and the benefits to using these tools Challenges faced by HCPs when engaging in social media and ways to overcome them Privacy/confidentiality regulations for HCPs Overview of the main social media tools In-depth look at Twitter Real-life applications of social media and technology
The evolution of information and media In the last 25 years or so, the way we store, share and exchange information has drastically changed: 1980: Traditional Media 2012: Web 2.0 Encyclopedia Wikipedia Resume or journal Blogs Address Book Facebook, LinkedIn Tape or CD MySpace, Itunes Mail Email, meetup.com Videotapes, DVDs, movie store YouTube, Vimeo, Netflix Hard-copies written on Twitter, Slideshare, Google Docs, typewriters, passed around from Scribd – online collaboration on a person to person global level among hundreds to thousands of people* Fraser, Rob. Nurses‟ social media advantage
Social Media Reach • 800 million ~ Facebook users worldwide. Half sign on every day. • 3.5 billion posts / contents are shared each week on Facebook • 25 million Canadians have a Facebook account • 200 million Twitter accounts worldwide • 1.6 billion search queries every day on Twitter • 182 million public blogs worldwide • 50-75% of medical students in Canada are on social media • 261 + Canadian hospitals have either a Facebook page, Twitter account, blog or YouTube channel • 240 HIV and hep C organizations are on Twitter in Canada
What is Social Media? New medium that allows us to have ‘real-time’ conversations with individuals, organizations, and communities around the globe • Social networking + new media • Instantaneous, casual, global and public • A set of online tools that never stop evolving • Social media is all about building relationships“Social media is the use of technology combined with social interaction tocollaborate, create and share” – Colleen Young“ While the Internet has made information available to the masses, social mediahave facilitated connections between individuals who consume this information,globally.” – Naheed Dosani, MD
What can Social Media do for HealthcarePractitioners?Social Media is a tool that can advance your work.How? Have your voices be heard to shape the future of health care Assume leadership role by sharing timely and accurate health information, instantaneously Foster more prevention-focused HIV and/or hep C health dialogue and promote positive disease-management experience Share information as you do at conferences, but on an on-going basis, in an informal way Connect with peers across Canada and the world Highlight relevant information for patients who search online
Social Media = Knowledge ExchangeSocial Media flattens out the hierarchies and make everyone more accessible DoctorsDoctors Researchers Patients PatientsAIDSServiceOrgs Nurses
How can health care practitioners usesocial media?Health care professionals can use social media in 3 mainareas:1. Treat and engage patients2. Provide timely and credible education3. Share medical information and knowledge
Benefits – Engage PatientsPatients want to become more engaged in their owncare and use social media tools to do this. 68% of adults search the internet for health information; 75% of patients who found health information online said it affected their decisions about their treatment; 69% of patients decided to seek a healthcare professional based on what they found on the internet; 57% of patients changed the way they manage their chronic disease; *Based on a study conducted by the Journal of Medical Internet Research
Benefits – Educate Patients Daily health tips from the experts at St. Michael‟s HospitalDr. Yonni Freedhoff - Family physician,Assistant Prof. at the University of Ottawa,and founder of Ottawas Bariatric MedicalInstitute
Benefits – Share KnowledgeTraditional medical journals andmedical associations use socialmedia to share news and content:• New England Journal of Medicine• The Lancet• Journal of American Medical Association• The Canadian Medical Association Journal• Canadian Family Physician Journal• Ontario Medical Association
Challenges to using Social Media1. Time constraints - social media needs to be viewed as a better method to access knowledge and share information online2. No control over who can find you online3. Safeguarding professional and organizational credibility4. Patient confidentiality and privacy
Freedom of speech vs. privacy Health care professionals‟ strict privacy regulations are aimed at protecting patient‟s rights and confidentiality through firm and explicit standards, and through provincial and federal laws. vs. Social media encourages open interactions and immediate sharing of personal information. Everything that is posted online is also public info.
Privacy and ConfidentialityCanadian Medical Association‟ response to social media:“When communicating through social media, physicians mustremember they remain governed by the same ethical andprofessional standards that have always applied and areparamount. “Information required to remain confidential:• Identifiable health information (diagnosis and symptoms)• Patient personal information (name, ethnicity, age, etc.), which in a small or rural community could expose the patient‟s identity• Communication with patient should be done face-to-face or through a secure electronic communication platform• Physicians should use the most stringent security and privacy settings available on social media platforms
Ways to manage risk1. Create separate professional social media accounts2. Connect only with fellow colleagues, HIV organizations and other medical professionals online3. Encourage your organization to define guidelines and policies regarding the use of social media (www.socialmediagovernance.com)4. Do not post any information related to a particular patient5. Do not post any pictures from your workplace6. Speak in general terms about your work experiences7. If unsure, take the discussion „offline‟ – email, phone or in person8. Pause and count to 3 before you post!
Social Media Tools
Social Media Tools: Content Creation Blog Content: • Regular entries (journal entries) on a topic • Relevant information, resources, and images • Interactive- readers can provide feedback and comments to the author • Personal or collaborative effort • Chronological order or indexed by subject YouTube • Content: • Video blog in the form of a „YouTube Channel‟ • Users can upload videos for public viewing, watch and comment on videos uploaded by others Privacy • Blogs and YouTube channels are usually public and Disclaimers can be used to provide context to opinions Security expressed
HIV and health-related blogsAccess information through themany HIV-related health blogsavailable via ASO and frontlineorganizations
Social Media Tools: Content Sharing Scribd • Scribd is the world‟s largest social reading and publishing company • You can publish any document on this site for free • Easy to share and discover informative and original written content online or on mobile devices Slideshare • Slideshare is the worlds largest community for sharing presentations. • Supports documents, PDFs, videos and webinars • Upload and view presentations online Privacy and • Profiles on either platform are public, but can Security be created under any alias name. Content and activity can be promoted through social networking channels.
Content Sharing: SlideshareDownload this presentation from Slideshare:http://www.slideshare.net/CATIEInfo
Social Media Tools: Networking Facebook • 750 million members • Social networking site where users have a profile • Share personal and/or professional information, photos and commentary • Users create lists of other users, or „friends‟, with whom they connect and interact • Interaction: liking, commenting, sharing posts Privacy and • Privacy: Security Page = public Group = members only Personal account = based on privacy settings • Conservative approach is best assumed: if it‟s on a social media site, assume it‟s not private nor confidential.
Facebook – Fan PageConnect with other organizations orassociations via their Facebook FanPages. CATIE is connected with over530 Facebook users, of which 100 arefellow HIV and hep C organizations.
Social Media Tools: Networking LinkedIn • 150 million members • A professional network site designed specifically for the business community • Professionals create a profile for networking, making business contacts or hiring employees • Content is in CV-style format • Interaction: join groups and discussions; search job openings, follow companies, institutions and organizations Privacy and • Online profile can be adjusted to strict privacy security settings to determine visibility
Social Media Tools: Networking Twitter • 500 million users • A social network site where users connect and interact with each other through the use of very short messages („tweets‟) • Content includes opinions, updates on recent activities, and may be personal and/or professional in nature • Content often includes a web link referring audiences to a specific web page Privacy and • Permission is usually not required to „follow‟ Security another account, unless account is „protected‟ • Public account = complete online visibility • Protected account = followers need permission to see your tweets, but can still publicly retweet an update.
Twitter: Basic PrinciplesThere are two basic principles to Twitter to keep in mind:1. Chances are if you find something interesting or useful to know, others will find it interesting too.2. You can follow anyone and everyone can share and see each other‟s posts
Why would Healthcare providers useTwitter?If you‟re going to engage on only one social media platform, itmust be Twitter!“Twitter is a global phenomena, giving us total, global access toknowledge”• Communicate with other nurses, physicians, researchers, dieticians, or organizations around the world• Share information and conversations within a community, instantaneously• Twitter allows healthcare professionals to have permanent, unfiltered, unedited access to otherwise never- published information, such as on the job experiences, opinions on articles or research papers, patients‟ feedback to treatment or adherence.
Twitter DosDos:• 140 characters limit• Use abbreviations in tweets in order to save characters• Shorten URLs using websites like tinyurl.com or ow.ly• Include #hashtags in your tweets• Give credit by retweeting (RT) or mentioning (MT) others.• Include a „call to action‟ and insert a weblink.• Be inspirational - motivate and influence followers by using some of your favorite quotes.• Add value to your audience today - health tips, treatment tips, health facts, etc.• Be human – people trust other people.
Twitter Dictionary• Tweet = an individual post on Twitter• Follow = a way to subscribe to receive an individual‟s or an organization‟s Twitter updates.• MT (Mentions) - a tweet that contains @username anywhere in the body of the tweet• RT (Retweet) - sharing another user‟s tweet with followers, usually by using the phrase “RT@username”• DM (Direct Message) - a private Twitter message sent via Twitter accounts who follow each other• #Hashtag = a way to categorize tweets around a particular topic. Manifested as a subject or topic preceded by the # symbol.
CATIE’s Communication ToolkitFor more information on effective tweeting or popular hashtags, youcan download these guides from CATIE‟s website in theMedia & Communications section:http://www.catie.ca/en/about-catie/media-and-communications/toolkit
# HCSMCA - Health Care Social Media Canada#hcsmca is a vibrant community of people interested in exploring socialinnovations in health care. Participants share and learn, and together aremaking health care more open and connected.Who participates in #hcsmca chats?• Anyone delivering and receiving health care• Patients, caregivers, advocates• Healthcare professionals• Non-for-profit health organizations• Educators• Health content providers• Health institutions• Government• Health Policy MakersWhen?Every Wednesday at 1pm ET (2pm AT, noon CT, 11am MT, 10am PT)
#HSCMCA Chat – July 4th, 2012Why should a busy MD care about social media or even usesocial media?Increases effectiveness during appointments• Saves time and connects MDs with key people – patients, researchers, funders, colleagues• SM is becoming a new means of communicating online and communication is key to effective MD/patient relationshipIncrease patients’ knowledge• Benefit is in knowing where patient populations are looking for info online, and what questions to address in office or during patient appointments• SM is an opportunity for MDs to address inaccuracy of information onlineIncrease MDs’ knowledge• Respond to misleading, confusing, scaremongering news headlines• It‟s about collaborating and sharing ideas with HCPs and patients
Applications – Association Facebook PageThe CanadianFederation of MedicalStudentsThe nationalrepresentative body formedical students659 members onFacebookDiscussions regardinggeographicalrepresentation ofdoctors in Canada,announcements forconferences, deadlines,etc.
Applications – CATIE’s Mobile AppYourDocTalkYourDocTalk is an appdeveloped by CATIE toguide PHAs in adiscussion with theirdoctor about HIVtreatment.PHAs answer a series ofquestions to create a listof points to discuss withhis/her doctor. Available November 1st www.catie.caTogether they will workto ensure the patient‟streatment plan is rightfor him/her.
Applications – Social micro sites forpatientsHealthismA US project designed tohelp people maintain theirown health.Includes an online websitewhere patients can zone inon their specific healthneeds.Ask an MD questionsonline, or use severalweb-based tools andapps, to assess differentfactors in their health.
Resources1. Social Media guidelines and policies. The Mayo Clinic http://socialmedia.mayoclinic.org/about-3/2. Privacy of personal health information. Canadian Medical Association. http://www.cma.ca/advocacy/social-media- canadian-physicians3. Healthcare hashtags. The Healthcare Hashtag Project. http://www.symplur.com/healthcare-hashtags/4. How to write an effective tweet. CATIE www.catie.ca/en/aboutcatie/communicationstoolkit5. How to use hashtags. CATIE. www.catie.ca/en/aboutcatie/communicationstoolkit
Questions? Thank Youfirstname.lastname@example.orgFollow CATIE on Twitter: @CATIEInfo