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McGowan ACPE Meaningful Use of SoMe by Pharmacists 9212011


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This presentation was given on 092411 at the ACPE's 14th Annual Continuing Pharmacy Education Conference in Cambridge, MA.

This presentation was given on 092411 at the ACPE's 14th Annual Continuing Pharmacy Education Conference in Cambridge, MA.

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  • 1. 9/22/2011 Bridging to Your Learners through Social Media: Social Learning, Media, Networking for Continuing Education Brian S. McGowan, Ph.D., Senior Director, Oncology; Medical Education Group, Pfizer Inc Chair, Committee on Emerging Technologies in Education Alliance for Continuing Medical Education Consult Columnist, Social Media Connections Medical Meetings, A MeetingsNet MagazineACPE’s 14th Continuing Pharmacy Education Conference. September 2011 Bridging to Your Learners through Social Media: Social Learning, Media, Networking for Continuing Education Blog: Twitter: @CMEAdvocate – Curator: #SoMeCME & #ACMEETC – Founder: #CMEchat (W’s 11amET) – Contributor: #Meded chat (Th4PM and 9PMET) YouTube: LinkedIn: – Member: Alliance for CME Group – Member: CME Group – Manager: MAACME Quora: G+: Session Objectives: At the completion of this session, participants will be able to: • Introduce the fundamentals of social media. • Summarize available evidence on the use of social media by healthcare providers. • Share case examples of how medical educators use social media to support education programs. • Discuss how social media can be a means to support our own professional development. 1
  • 2. 9/22/2011 Why Should I Care About Social Media?Where Does the US Rank in Quality? 2
  • 3. 9/22/2011 3
  • 4. 9/22/2011 4
  • 5. 9/22/2011 Patients Payers Safe QUALITY HEALTHCARE Efficient Evidence- Solutions Base 5
  • 6. 9/22/2011 The [education] system as it is structured today is so deeply flawed that it cannot properly support the development of health professionals…this has left health professionals unprepared to perform at the highest levels… Driving Hypotheses: #1 The parallel movements of personalized medicine & rapid-learning healthcare systems will both fail if we fail to establish a culture (and science) of social learning within medicine Driving Hypotheses: #2 The meaningful use of social media as an element of one’s commitment to life-long learning is a natural extension of social learning theory… 6
  • 7. 9/22/2011 Why Should I Care About Social Media? Background Evolution of Traditional Media1400 1500 1600 1700 1800 1900 2000 Archiving Broadcasting Teaching Revolution of Social Media (SoMe) - 2000 Networking, Sharing, and Learning 7
  • 8. 9/22/2011 Social media are…• digital tools for sharing and discussing information among friends, followers, and (not so) like-minded.• transforming monologues into dialogues• defined by user- generated content (UGC) or consumer- generated media (CGM) Traditional vs. Social Media Traditional Media Social Media Reach Accessibility Private, controlled Public, open Usability Specialized Training Common skills Recency Days, weeks, months Virtually instantaneous Permanence Static, unchanging Fluid, yet auditable 3 Ways SoMe Supports CME Professionals1. Supporting the professional development of medical community.2. Supporting the professional development of CME community.3. Amplifying the voice of CME advocacy. Bucket 1 Bucket 2 Bucket 3 8
  • 9. 9/22/2011 Bucket 1: To Teach • 61% of adult patients look online for health information1 By not adopting • 50% of healthcare social media, providers have used we are failing Wikipedia in practice2 to stop information- • 66% of Docs & seeking HCPs from 32% of Pts relying on less expect their online credible and less communication on regulated sources of health-related matters medical information. to increase over the next 18 months31; 2; 3 Bucket 2: To Learn • The learning and American Society of Training and Development quality-improvement communities outside of 1. Blogs enable community leaders to communicate ideas and best practices. CME are actively 2. Staff can use google alerts to learn about engaging in social the latest trends in their profession. media. 3. Staff can share using micro-blogging. 4. Staff can social bookmarking to archive • By delaying adoption important information. of social media, we 5. Collaborative workspaces enable teams to share documents, screens, photos, files, are ignoring readily and presentations. available best practices used by Sharing is simplified (virtual teams). other forms of adult 6. Staff can search for experts who have the education. skills necessary to address needs. Bucket 3: To Advocate • SoMe = the quickest, simplest, and most Alliance cost-effective channel for sharing these ACCME SACME successes. • By ignoring social media, we are CMSS missing out on the opportunity to share all of our success AAMC stories in an easily accessible channel that keeps up with NAAMECC the fast-pace of modern news cycles and new media. PACME ANCC ACPE IHI 9
  • 10. 9/22/2011Why Should I CareAbout Social Media? Understanding ‘Use’ What Do We Know AboutOur Learners & SoMe Use?Inconsistent Data of Docs Using SoMe 10
  • 11. 9/22/2011 Inconsistent Data of Docs Using SoMe Sermo 2010Do you use ____ professionally? 2% Twitter 4% Facebook PeerView 2010 MCM 2010; unpublished Inconsistent Data of Docs Using SoMeDo you ‘have a Facebook account’? 64% YES 36% NOHave you ever ‘used’ Twitter?20% YES 80% NODo you ‘use’ YouTube? * ACS has a YouTube Channel 82% YES 18% NOHave you ever participated in an online health blog? 35% YES 65% NO (n~300) American College of Surgeons 2010: Data of Docs Using SoMe Have you ever used social networking sites? All N = 454 74% YES Physicians N = 137 42% YES Residents N = 131 79% YES Medical Students N = 186 94% YES 0% 25% 50% 75% 100% Bosslet GT. J Gen Intern Medicine 2011 11
  • 12. 9/22/2011Inconsistent Data of Docs Using SoMeIf yes, what social networking sites have you used? Docs: N = 137; n = 57 Other 5% LinkedIn 35% Twitter 14% Facebook 97% 0% 25% 50% 75% 100% Bosslet GT. J Gen Intern Medicine 2011Inconsistent Data of Docs Using SoMe Type of ‘utilization’ of social networking sites? Docs: N = 137; n = 57 Both 7% 11% Professional 4% Personal 89% 0% 25% 50% 75% 100% Bosslet GT. J Gen Intern Medicine 2011Inconsistent Data of Docs Using SoMe Rich P. Medicine 2.0 2011 12
  • 13. 9/22/2011Inconsistent Data of Docs Using SoMe Rich P. Medicine 2.0 2011 What about Pharmacists? Survey Development37 item questionnaire 1) assess the use and knowledge of Web 2.0 tools/technology 2) characterize perceptions of P-1 students towards Web 2.0 and social media @kevinclauson Open-ended attitudinal items regarding the educational integration of Web 2.0 tools 13
  • 14. 9/22/2011 Demographics208 first year pharmacy students 196 completed the survey ⌧ 12 declined to participate Gender Age Female 64.3% Average: 25 Male 35.7% Range: 20-49 Read 74.0% Post 16.3% Author 11.7% Wikis Use 97.5% Contribute 12.3% 14
  • 15. 9/22/2011 Microblogs Ever use it 7.1% Never use it 58.7% Never heard of 34.2% M>F (p=0.004) Social Network Use (Overall 86.2%)82.7% 30.9% 1.5% “I think PDAs, laptops and informative websites are and will be very important tools in our practice. I also believe that Facebook, Myspace, twittering and other similar social media will never be very useful in our professional career.” 15
  • 16. 9/22/2011 “I would like to see more social networking in the field of pharmacy. Social networking provides an easy medium to distribute drug information.” RSS & Social Bookmarking Yes 27.1% No 41.3% Never heard of 31.6% Yes 11.2% No 51.0% Never heard of 37.8% Collaborative ToolboxApplication Use (%)Media Sharing – 84.2 – 49.4 – 66.3Google Docs, 16.3VoIP, , 40.8 16
  • 17. 9/22/2011 “…to be honest I have never even heard of RSS readers, collaborative writing tools, or social bookmarking.” Podcasts & Vodcasts Listen Yes 73.5% No 25.0% Never heard of 1.5% Watch Yes 42.8% No 47.4% Never heard of 9.6% Student Attitudes Towards Impactof Integrating Web 2.0 on Learning Negative Very Negative 2% 1% Very Positive Neutral 16% 23% Positive 58% 17
  • 18. 9/22/2011Perceptions of Web 2.0 Integration on feelings of engagement Column1 Very Disconnected Disconnected 7% 2% Very Connected 16% Neutral 24% Connected 51% Pharmacist ‘Use’ of Social Media International Journal of Pharmacy Practice. 2011. 19:140-142. Pharmacist ‘Use’ of Social Media International Journal of Pharmacy Practice. 2011. 19:140-142. 18
  • 19. 9/22/2011 Pharmacist ‘Use’ of Social Media1. While a substantial number of pharmacists currently use social media, its professional use in pharmacy is still in a nascent stage.2. Early developments in this space include pharmacist-specific social networking sites (e.g. PharmQD), involvement of Pharma with microblogs, and pharmacovigilance 2.0 of patient views of antidepressant side effects.3. A number of other projects are underway already and even more have been proposed drawing from sources such as the ‘140 Health Care Uses for Twitter’. International Journal of Pharmacy Practice. 2011. 19:140-142. What Do We Know About Our Learners & SoMe “Use”? ZIP NADA ZERO NIL ZILCH 0.0 A Research Opportunity 19
  • 20. 9/22/2011 Understanding ‘Meaningful Use’Hypothesis:There are 3 ways that HCPs ‘use’ social media: 1. To practice – treating patients 2. To promote public health messaging (& promotion) 3. To learn – sharing of medical information/knowledge Bucket 1 Bucket 2 Bucket 3 Visualizing ‘Meaningful Use’ Bucket 1 Care Bucket 2 Info Bucket 3 Info Understanding ‘Meaningful Use’Narrow in on definition of ‘meaningful use’• What applications are used most commonly?• How? – To lead/contribute – To follow/participate – To lurk and learn• When? – Daily, weekly… 20
  • 21. 9/22/2011 RESEARCH: ‘Meaningful Use’ of SoMe• Explore theoretical models ‘predicting’ adoption of SoMe as an information technology system. – Technology Acceptance Model (TAM) – Exploring ‘utility’, ‘ease of use’, ‘barriers to adoption’• Additional validated questions adressing: – Which applications? How often? Adapted from the Theory of Reasoned Action [Ajzen and Fishbein, 1980] & originally proposed by Davis [1986] RESEARCH: ‘Meaningful Use’ of SoMeSampling and Distribution:• The survey instruments will be distributed to a random sample of physicians in the AMA database (up to N=500). – 300 PCPs and 200 OncologistsAnalysis: Bucket 3• Descriptive analyses will provide basic adoption and use data• Predictive analyses will explore: – Technology Acceptance Model & other variables on SoMe adoptionTimeline:• Descriptive = Medicine 2.0 September• Predictive = NEJM? In review Physician Use and Attitudes Towards The Use of Social Media to Share Medical Knowledge with Other Physicians CPD-related use Attitudes Towards Social Media Current Users ‘Will Never’ Users n =485 21
  • 22. 9/22/2011 Benefits of using social mediaSocial media helps improve the quality of my patient care…Social media helps enables me to care for patients more effectively…Social media increases my job productivity…Social media improves my job performance…Social media enables to accomplish job tasks more effectively… n =485 Why Should I Care About Social Media? SoMe in Education How Can We Use SoMe To Enhance Medical Meetings & Education? Bucket 1 Case Studies 22
  • 23. 9/22/2011 2010 ASCO Meeting and Social Media1. – Resource for all SoMe2. @ASCO – ‘Official’ account.3. Hashtags: – #ASCO for general info – #ASCO10 - official Annual Mtg hashtag – #ASCOehr for EHR- related discussions 2010 ASCO Meeting and Social Media 1. Planning Ahead: • What to ‘officially’ tweet • Who should ‘officially’ tweet/monitor • Crisis plan 2. For Education/Information Sharing: • Official – faculty coordination • Attendees – social learning 3. For Operations/Logistics:4,500 tweets in 4 days • Official – additional/limited channel • Attendees – feedback/complaints 2011 ASCO Meeting & Twitter 23
  • 24. 9/22/2011 MS Needs Assessment: Looking Beyond Traditional AudiencesDuring an assessment of the clinical landscape in MS care, the following practice gaps were identified:• Neurologists do not always consider all relevant factors when choosing a first line disease modifying therapy.• The lack of a clear consensus defining treatment failure challenges clinicians regarding when to switch therapies.• Clinicians do not have adequate knowledge or comfort level to diagnose, treat, and counsel patients on their cognitive dysfunction symptoms.• Neurologists can improve outcomes by proactively increasing patient adherence to disease modifying therapies.• Clinician knowledge of newly emerging therapies does not fulfill patient needs. A patient perspective was needed. Facebook Survey Distribution Case Study • Engaged 50 local chapters of the National Multiple Sclerosis Society (NMSS) Via Facebook groups and pages. 42 Chapters Responded - 368 responses 65% of knowledge is outside Neuro control! Facebook Survey Distribution Case Study • Engaged 50 local chapters of the National Multiple Sclerosis Society (NMSS) Via Facebook groups and pages. 42 Chapters Responded - 368 responses Need to build better reminder systems! 24
  • 25. 9/22/2011 Social Media: Promote INITIAL RECRUITMENT: Email/E-newsletters sign up links via Twitter “RSVP” on Facebook Share hand outs from live meeting REMINDERS TO “TUNE IN”: Emails, notices via Twitter, Facebook ONGOING RECRUITMENT: Cross platform promotion post live - via XM radio,,, mobile (iPhone), iTunes KEEP EMPLOYEES IN-THE-KNOW Use yammer to highlight the event Social Media: Engage INTERACTION WITH FACULTY Pre-Meeting: Post questions on Twitter, Facebook Live: Call in, email or tweet questions live REMOTE OPERATIONS Manage faculty/editorial remotely via IM CONTENT & FEEDBACK SHARING • Activity reviews – Attendee content ratings • Bookmark & Share content with peers • Submit comments, engage with peers74 Learning Blog Mini Case• Faculty-driven discussion topics generated from Q&A discussion, learning objectives and outcomes measures• Learners invited to ‘participate’ in blog during telecon, on archive, on reminders, through email campaign (3 part, serial blast)• Toolkit hosted on blog site to drive traffic and discussion• Program evaluations to be posted for commentary• Categorization of blog commentary and responses for assessment 25
  • 26. 9/22/2011 Text Messaging Mini Case• Live HCP education fibromyalgia (FM) was offered in 9 series programs: Women’s Health Annual Visit®, Breakfast with the Professors®, and Innovations in Gynecology®• Patients were introduced to the text program through their HCP (2,000+) or collaboration partners• 487 patients self-enrolled• 44,841 messages sent• Broad geographic reach On-going SoMe and Educational Pilots Summary: Social Media Mind Map Social Media & Health Care 26
  • 27. 9/22/2011 Why Should I Care About Social Media? SoMe in Lifelong Learning How Can We Use SoMeTo Enhance Our Own Professional Development? Bucket 2 Case StudiesWhen you have questions, where do you go for answers? Personalized Learning Network? 27
  • 28. 9/22/2011 How do you curate your new knowledge? Bookmarking v Social Bookmarking?Twitter: a Social Learning Channel #CMEchat – Wed 11AM ET• Weekly discussion on fundamentals of CME and education• Open to all interested• To date: CMEAdvocate – More than 200 participants – More than 7,000 comments• Archive available: 28
  • 29. 9/22/2011LinkedIn: a Social Learning ChannelMendeley: a Social Learning Channel Content Curation: RSS Feeds 29
  • 30. 9/22/2011Content Curation: Google AlertsContent Curation: Bookmarking Social Bookmarking 30
  • 31. 9/22/2011Alliance 2.0 Alliance Site Brian S. McGowan, PhD Chairperson, Emerging Technologies Committee Homepage I – Navigation Homepage II – Widgets 4 2 3 1 31
  • 32. 9/22/2011Homepage Navigation Tour Social Media Signups 32
  • 33. 9/22/2011 Communities CommunitiesCommunities Navigation Find & Join Groups… 33
  • 34. 9/22/2011 Use ‘My Forums’ To Ask Q’s Use ‘My Forums’ to Answer Q’sParticipate: Listserv ArchivesParticipate: Other New Features 34
  • 35. 9/22/2011 Adopt ‘My Page’ w/i you PLN Control the Outflow - I Alliance 2.0 Summary• Surf the new site Alliance Site• Use the Communities portal – Join Communities – Set up your profile (photo, bio, tags…) – Find groups – Participate 35
  • 36. 9/22/2011 Why Should I Care About Social Media? A Summary Why Should I Care About Social Media?Healthcare Quality Improvement is IncreasinglyTied to the Movements of Personalized Medicine& the Rapid-Learning Healthcare System Personalized Medicine & the Rapid-Learning Healthcare System WILL NOT SUCCEED w/o a Social Learning Culture Online Social Networking & Social Media are Natural Extension of Social Learning Theory Practitioners are Integrating Social Media into the Activities of Daily Learning (ADLs) Educators, Educate Thyself – Social Learning and Social Media Are Vital CPD Channels Questions and Comments 36
  • 37. 9/22/2011 Additional Resources Social Media and Networking for Medical Meetings Twitter Glossary• TWEET: A 140-character message posted on Twitter• @USERNAME: The @symbol establishes a reference to a users account (e.g., @asco, @CMEAdvocate, @spelletier).• FOLLOWING: Accounts you have elected to view; their tweets appear in your “feed”• FOLLOWERS: Accounts that have opted to view your tweets• DIRECT MESSAGE (DM): A tweet sent privately to a follower, used to have a private conversation• HASHTAG (#): The # symbol establishes a topic and allows accounts that are not following one another to search for tweets related to a topic (e.g., #ASCO10, #learning).• LISTS: A relatively new feature that allows any user to create a list of accounts that can be followed to simplify monitoring• REPLY: A tweet sent in response to one account, but visible to all followers, used to have a public conversation• RETWEET (RT): The act of taking a tweet from someone you follow and a sharing it with everyone who follows you Healthcare and Social Media Resources• Social medias impact on medical meetings• The ultimate resource for anyone or any organization looking to participate in or learn more about social media• A comprehensive list of hospitals and healthcare systems using social media; also includes resources for social media policies• Includes one authors opinions of the steps in a physicians acceptance of Twitter• 140 healthcare uses for Twitter — a phenomenal resource• A compilation and brief overview of social media sites used by healthcare professionals• Short case studies addressing how oncologists use Twitter• How to keep social media policies short, simple, encouraging, educational, and transparent 37
  • 38. 9/22/2011 Pharmacists Influential On Social Media Brent Fox, PharmD, PhD Leader in pharmacy informatics education and social Auburn media @Brent_Fox Jerry Fahrni, PharmD Early adopter of social media & mobile; now Talyst representative from vendor side @Jfahrni Jeff Cain, PhD* Foremost expert on eprofessionalism in pharmacy; U Kentucky social media leader *Jeff is not actually a pharmacist, @DrJeffCain but is prominent in pharmacy education Kevin Clauson, PharmD Created course on Web 2.0 in Healthcare; researches Nova Southeastern University social media tools & mHealth @kevinclauson Pharmacist Social Media ResourcesPharmacist Social Networks: PharmQD Pharmacist Society Resources Web 2.0-mediated Blended Learning: Separating Fact from Fiction [ separating-fact-from-fiction How Facebook and Twitter are Changing Healthcare healthcare Beyond the Big 5 SoMe Tools Technology in Education (and Meetings) 38
  • 39. 9/22/2011 Top 100 Learning Tools - 2010 Top 10 Top 100 Learning Tools - 2010 Tools 11-20 Top 100 Learning Tools - 2010 Tools 21 - 30 39