Understanding the Meaningful Use of     Social Media by Surgeons                         Presented by:            Brian S....
Inconsistent Data of Docs ‘Using’ SoMe                                           Sermo 2010Do you use ____ professionally?...
!!%*&^## Data of Docs Using SoMe                            Sept.                            2011
Question #1:How can we better understand   the meaningful use of social media by physicians?          @briansmcgowan      ...
Step One: Define ‘Social Media’Internet-based applications which allow for the   creation and exchange of user-generated  ...
Step Two: Define ‘Meaningful Use’Hypothesis:There are 3 ways that HCPs ‘use’ social media:   1. To practice – treating pat...
Methods• Survey:   – Developed using theoretical framework, previous literature, and input     from advisory board. Survey...
Physician Adoption and Use of Social Media       to Share Medical Knowledge with Other Physicians100%90%                  ...
Question #2:  How can we better understand‘why’ physicians use social media in        meaningful ways?              @brian...
Physician attitudes towards using social mediaPrimary Care Physicians        18%                49%                      3...
Physician attitudes towards using social mediaPrimary Care Physicians        19%                   49%             32%    ...
Physician attitudes towards using social mediaPrimary Care Physicians        18%              43%                        3...
Physician attitudes towards using social mediaPrimary Care Physicians        17%              50%                        3...
Benefits of primary care physicians using social media   Using Social Media helps improve     the quality of my patient ca...
Ease of use - Primary Care Physicians               I find social media easy to use     4%13% 15%     21%            32%  ...
Advancing the Community – Primary Care PhysiciansWhen people share knowledge, the entire                                  ...
Social Norming – Primary Care Physicians     People in my profession who have an influence on me encourage the use of soci...
Innovativeness - Primary Care Physicians I am dissatisfied with the existing ways to access information related to my medi...
Barriers – Primary Care Physicians I prefer using traditional sources of medical                                          ...
Five Next Steps1.   Focus on the ‘big movable middle’2.   Better understand what fed the various     attitudes3.   Explore...
Understanding the Meaningful Use   of Social Media by SurgeonsQuestions and Comments                        Presented by: ...
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McGowan - Understanding the meaningful use of social media by surgeons

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This talk was originally delivered on October 1st at the American College of Surgeons annual conference - #ACSCC12 #ps114

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McGowan - Understanding the meaningful use of social media by surgeons

  1. 1. Understanding the Meaningful Use of Social Media by Surgeons 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 October 2012
  2. 2. Inconsistent Data of Docs ‘Using’ SoMe Sermo 2010Do you use ____ professionally? 2% Twitter 4% Facebook PeerView 2010 MCM 2010; unpublished
  3. 3. !!%*&^## Data of Docs Using SoMe Sept. 2011
  4. 4. Question #1:How can we better understand the meaningful use of social media by physicians? @briansmcgowan October 2012
  5. 5. Step One: Define ‘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.
  6. 6. Step Two: Define ‘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
  7. 7. 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
  8. 8. 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
  9. 9. Question #2: How can we better understand‘why’ physicians use social media in meaningful ways? @briansmcgowan October 2012
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. 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 rigorous data – build a science.
  21. 21. Understanding the Meaningful Use of Social Media by SurgeonsQuestions 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 October 2012

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