Innovative Framework for Physician Engagement via Social Media- 061912

Innovative Frameworkfor Social Media Engagement (or Factors Influencing the Adoptionand Use of Social Media by Physicians) Presented by: Brian S. McGowan, PhD @briansmcgowan www.SOCIALQI.com *** Author of the forthcoming fall 2012 release of: *** #SOCIALQI: Simple Solutions for Improving Your Healthcare June 19th, 2012

Inconsistent Data of Docs ‘Using’ SoMe Sermo 2010Do you use ____ professionally? 2% Twitter 4% Facebook PeerView 2010 MCM 2010; unpublished

Misleading Data of Docs ‘Using’ SoMeDo you ‘have a Facebook account’? 64% YES 36% NOHave you ever ‘used’ Twitter? 20% YES 80% NOHave you ever participated in an online health blog? 35% YES 65% NODo you ‘use’ YouTube? * ACS has a YouTube Channel 82% YES 18% NO (n~300) American College of Surgeons 2010: http://bit.ly/e5PiaP

!!%*&^## Data of Docs Using SoMe Sept. 2011

(even more) Data of Docs Using SoMe "Have you done X within the last 6 months"100% 75% 81% 50% 59% 49% 41% 25% 19% 22% 13% 0% Blogging RSS Feeds Widgets Podcasts Email w/ Patients Social Networking Mobile Internet Sites AccessCooper CP. doi:10.1136/amiajnl-2011-000628

How comfortable are you that you understand HOWphysicians are using social media? @briansmcgowan June 19th, 2012

Defining ‘Social Media’Internet-based applications which allow for the creation and exchange of user-generated content and includes services such as social networking, professional online communities, wikis, blogs, and microblogging.

Defining ‘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

Defining ‘Meaningful Use’Bucket 1 CareBucket 2 InfoBucket 3 Info

Defining ‘Sharing Medical Information’• The exchange of information, advice, ideas, rep orts and scientific discoveries Bucket 3 with other in the medical community.• A focus on life-long learning and practice improvement

Authors and CollaboratorsBryan Vartabedian, MD, FAAPAssistant Professor of PediatricsBaylor College of Medicine Robert S. Miller, MD, FACP Clinical Associate Sidney Kimmel Comprehensive Cancer Center at Johns Hopkins Oncology Medical Information Officer Johns Hopkins University School of Medicine Molly Wasko, PhD Associate Professor and Chair University of Alabama at Birmingham School of Business

Purpose of Study• To identify factors associated with the adoption and use of social media by physicians to share medical information• Utilized a theoretical framework to identify factors and predict the adoption and use of social media

The Technology Acceptance Model (TAM) Perceived Usefulness Behavior Attitude Technology UseExternal Factors Intention to Use Perceived Ease of UseDavis, F. D. (1989), "Perceived usefulness, perceived ease of use, and user acceptance ofinformation technology", MIS Quarterly 13(3): 319–340

Methods• Survey: – Developed using theoretical framework, previous literature, and input from advisory board. Surveys were pilot tested using cognitive interview process prior to implementation• Distribution: – Surveys were distributed by email in March 2011 to a random selected sample of US oncologists and primary care physicians.• Target groups and sample size: – US Oncologists (n=186) & US Primary Care Physicians (n=299)• Response Rate: – A sample of 491 responses were collected however 485 responses were analyzed. – Response rate = 27%• This study was submitted and approved by IRBs at Western and JHU http://medicine20congress.blogspot.com/2011/08/physician-adoption-of- social-media-for.html

Survey Sample Demographics Demographic Characteristics Oncology Primary Care n = 186 n = 299Degree MD/DO 100% 100%Years since graduation from medical school Mean/St. dev. 24 years/10 24 years/9Percent Male 75% 72%Patients seen per week Mean/St.dev. 100 patients/56 124 patients/73Practice Location Urban 47% 23% Suburban 44% 60% Rural 9% 17%Practice Setting Solo Practice 12% 34% Group Practice 68% 60% Medical School 9% 1% Non-Government Hospital 5% 3%Major professional activity Direct patient care 97% 98%

Physician Adoption and Use of Social Mediato Share Medical Knowledge with Other Physicians

Physician Adoption and Use of Social Media to Share Medical Knowledge with Other Physicians100%90% Unaware80% Will Never Use70% Current User60%50%40%30%20%10% 0% Twitter eMail YouTube Podcasting Texting Blogs iTunes LinkedIn Wikis Facebook Communities Mobile Apps RSS Feeds Doc-only

How comfortable are you that you understand WHYphysicians are ‘using’ social media? @briansmcgowan June 19th, 2012

Physician attitudes towards using social mediaPrimary Care Physicians 18% 49% 33% Oncologists 22% 45% 33% All respondents 20% 47% 33% 0% 20% 40% 60% 80% 100% Waste of time Neutral Essential use of time

Physician attitudes towards using social mediaPrimary Care Physicians 19% 49% 32% Oncologists 23% 45% 33% All respondents 21% 47% 32% 0% 20% 40% 60% 80% 100% Risky Neutral Beneficial

Physician attitudes towards using social mediaPrimary Care Physicians 14% 49% 38% Oncologists 18% 50% 33% All respondents 15% 49% 36% 0% 20% 40% 60% 80% 100% Boring Neutral Engaging

Physician attitudes towards using social mediaPrimary Care Physicians 18% 43% 39% Oncologists 23% 45% 32% All respondents 20% 44% 37% 0% 20% 40% 60% 80% 100% Bad way to get info Neutral Good way to get info

Physician attitudes towards using social mediaPrimary Care Physicians 17% 50% 32% Oncologists 20% 52% 28% All respondents 18% 51% 31% 0% 20% 40% 60% 80% 100% Low quality Neutral High quality

Benefits of primary care physicians using social media Using Social Media helps improve the quality of my patient care 7% 8% 6% 17% 29% 22% 10% Using Social Media enables me to care for patients more effectively 6% 11% 5% 17% 28% 22% 10% Using Social Media increases my job productivity 7% 13% 11% 23% 19% 20% 6% Using Social Media improves my job performance 7% 9% 9% 20% 24% 23% 7% Using Social Media enables me toaccomplish job tasks more effectively 6% 11% 8% 18% 26% 24% 7% 0% 20% 40% 60% 80% 100% Strongly Disagree Disagree Somewhat Disagree Neither Agree or Disagree Somewhat Agree Agree Strongly Agree

Ease of use - Primary Care Physicians I find social media easy to use 4%13% 15% 21% 32% 12%It was easy for me to become skillfull at using 6% 12% 14% 23% 30% 11% social media Learning to use social media was easy for 6%11% 14% 21% 31% 13% me 0% 20% 40% 60% 80% 100% Strongly Disagree Disagree Somewhat Disagree Neither Agree or Disagree Somewhat Agree Agree Strongly Agree n = 299

Advancing the Community – Primary Care PhysiciansWhen people share knowledge, the entire 7% 23% 39% 28% professional community benefits It’s important to help my professional 10% 29% 39% 19% community succeed I feel that it is important to help others to 16% 29% 36% 15% advance the professional community 0% 20% 40% 60% 80% 100% Strongly Disagree Disagree Somewhat Disagree Neither Agree or Disagree Somewhat Agree Agree Strongly Agree n= 299

Social Norming – Primary Care Physicians People in my profession who have an influence on me encourage the use of social 8% 18% 13% 28% 16% 14% mediaPeople in my profession who are important to me encourage the use of social media 18% 15% 23% 17% 15% There is a critical mass of other physicians that I can reach using social media 11% 13% 27% 23% 18% There is a strong physician community that I can access using social media 12% 13% 25% 21% 22% 0% 20% 40% 60% 80% 100% Strongly Disagree Disagree Somewhat Disagree Neither Agree or Disagree Somewhat Agree Agree Strongly Agree n= 299

Innovativeness - Primary Care Physicians I am dissatisfied with the existing ways to access information related to my medical 8% 19% 21% 30% 12% 8% expertiseI improved and developed new techniques in my area of medical expertise 10% 16% 14% 23% 20% 14% In my area of medical expertise, I am 8% 15% 12% 30% 17% 15% regarded as being on the “cutting edge” I usually find out about new social media applications earlier than others 11% 17% 21% 25% 13% 9% I actively seek new ways to use social media in my practice 10% 19% 11% 22% 20% 15% 0% 20% 40% 60% 80% 100% Strongly Disagree Disagree Somewhat Disagree Neither Agree or Disagree Somewhat Agree Agree Strongly Agree n= 299

Barriers – Primary Care Physicians I prefer using traditional sources of medical 9% 15% 20% 20% 24% 10% knowledge I am concerned that using social media will 16% 14% 17% 27% 16% 7% consume too much time once I get started I dont have time to learn how to use social 5% 23% 18% 19% 22% 8% 5% media for professional purposes I am too busy to participate in social media 14% 15% 18% 25% 18% 8%The systems required to participate in social 7% 25% 22% 21% 16% 7% media are not readily available 0% 20% 40% 60% 80% 100% Strongly Disagree Disagree Somewhat Disagree Neither Agree or Disagree Somewhat Agree Agree Strongly Agree n= 299

Five Next Steps1. Focus on the ‘big movable middle’2. Better understand what fed the various attitudes3. Explore the barriers more meticulously4. Objectively demonstrate the benefits of bucket 3 use5. Insist on this level (or higher) rigor of data!!

Innovative Frameworkfor Social Media Engagement (or Factors Influencing the Adoptionand Use of Social Media by Physicians) Questions and Comments Presented by: Brian S. McGowan, PhD @briansmcgowan www.SOCIALQI.com *** Author of the forthcoming fall 2012 release of: *** #SOCIALQI: Simple Solutions for Improving Your Healthcare June 19th, 2012

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Innovative Framework for Physician Engagement via Social Media- 061912

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Innovative Framework for Physician Engagement via Social Media- 061912 Presentation Transcript