McGowan - Understanding the meaningful use of social media by surgeons
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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

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 McGowan - Understanding the meaningful use of social media by surgeons Presentation Transcript

    • 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
    • Inconsistent Data of Docs ‘Using’ SoMe Sermo 2010Do you use ____ professionally? 2% Twitter 4% Facebook PeerView 2010 MCM 2010; unpublished
    • !!%*&^## Data of Docs Using SoMe Sept. 2011
    • Question #1:How can we better understand the meaningful use of social media by physicians? @briansmcgowan October 2012
    • 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.
    • 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
    • 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
    • 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
    • Question #2: How can we better understand‘why’ physicians use social media in meaningful ways? @briansmcgowan October 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 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 rigorous data – build a science.
    • 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