The “Meaningful Use” of  Social Media by Physicians Brian S. McGowan, Ph.D. Senior Director, Oncology;  Medical Education ...
The “Meaningful Use” of  Social Media by Physicians <ul><li>Blog:   www.cmeadvocate.com   </li></ul><ul><li>Twitter:   @CM...
Collaborators Robert S. Miller, MD, FACP Clinical Associate Sidney Kimmel Comprehensive Cancer Center at Johns Hopkins Onc...
Disclosure <ul><li>This research was funded by Pfizer, Inc.  </li></ul><ul><li>As of August 15 th  our descriptive dataset...
Themes For Our Presentation <ul><li>Why did we conduct our research? </li></ul><ul><li>Why are we here? </li></ul><ul><li>...
The “Meaningful Use” of Social Media by Physicians Why Did We  Conduct Our Research?
Where Does the US Rank in Quality?
http://www.rand.org/content/dam/rand/ww/external/health/projects/qdart/images/predominantly_hispanic_areas_low_ldl_testing...
http://www.rand.org/content/dam/rand/www/external/health/projects/qdart/images/predominantly_hispanic_areas_low_ldl_testin...
http://www.rand.org/content/dam/rand/www/external/health/projects/qdart/images/predominantly_hispanic_areas_low_ldl_testin...
http://trace.wisc.edu/docs/function-aging/pics/graying.gif
http://www.rand.org/content/dam/rand/www/external/health/projects/qdart/images/predominantly_hispanic_areas_low_ldl_testin...
http://www.rand.org/content/dam/rand/www/external/health/projects/qdart/images/predominantly_hispanic_areas_low_ldl_testin...
 
Safe Efficient Timely Pt-Centered Effective Equitable QUALITY HEALTHCARE Payers Patients Solutions Evidence-Base
 
http://trace.wisc.edu/docs/function-aging/pics/graying.gif
<ul><li>The [education] system as it is structured today is so deeply flawed that it cannot properly support the developme...
Driving Hypotheses: #1 <ul><li>The parallel movements of  personalized medicine  & rapid-learning healthcare systems  will...
Driving Hypotheses: #2 <ul><li>The meaningful use  of social media as an element of one’s commitment to life-long learning...
What Do We Really Know About  Physicians & SoMe Use?
Inconsistent Data of Docs Using SoMe 2% Twitter 4% Facebook Sermo 2010 PeerView 2010 MCM 2010; unpublished Do you use ____...
Inconsistent Data of Docs Using SoMe (n~300) American College of Surgeons 2010: http://bit.ly/e5PiaP Do you ‘have a Facebo...
Inconsistent Data of Docs Using SoMe Bosslet GT. J Gen Intern Medicine 2011 74% YES 42% YES 79% YES 94% YES Have you ever ...
Inconsistent Data of Docs Using SoMe Bosslet GT. J Gen Intern Medicine 2011 If yes , what sites have you used?  97% 14% 35...
Inconsistent Data of Docs Using SoMe Bosslet GT. J Gen Intern Medicine 2011 If yes , how have you ‘used’ these sites?  Doc...
Inconsistent Data of Docs Using SoMe
Inconsistent Data of Docs Using SoMe
What Do We Really Know About  Physicians & SoMe Use? ZIP ZERO ZILCH NADA NIL 0.0
Defining ‘Social Media’ <ul><li>Social media  is defined as   internet-based applications which allow for the creation and...
Defining ‘Meaningful Use’ <ul><li>Hypothesis: </li></ul><ul><li>There are 3 ways that HCPs ‘use’ social media: </li></ul><...
Defining ‘Meaningful Use’ TO  TREAT TO TEACH TO LEARN Bucket 1 Bucket 2 Bucket 3 Care Info Info
Defining ‘Sharing Medical Information’ <ul><li>Sharing medical knowledge   is defined as  the exchange of information, adv...
Defining ‘Meaningful Use’ <ul><li>What applications are used most commonly? </li></ul><ul><li>How? </li></ul><ul><ul><li>T...
The “Meaningful Use” of Social Media by Physicians Why Are We Here at #med2?
Rapid Dissemination & Crowdsourcing <ul><li>Establish a “new body of science”…  </li></ul><ul><li>Explore non-traditional ...
The “Meaningful Use” of Social Media by Physicians What Did We Find?
A collaborative study Adoption and Use of Social Media by  Physicians to Share Medical Information
Purpose <ul><li>Study Objectives: </li></ul><ul><li>Study the adoption and use of the most commonly used ICT applications ...
Methods/Framework <ul><li>Planning: </li></ul><ul><li>Conducted a review of previously published literature </li></ul><ul>...
Technology Acceptance Model (TAM) Davis, F. D. (1989), &quot;Perceived usefulness, perceived ease of use, and user accepta...
Study Definitions Social media  is defined as internet-based applications which allow for the creation and exchange of use...
Survey Sample Demographics Demographic Characteristics Oncology n = 186 Primary Care  n = 299 Degree  MD/DO 100% 100% Year...
Sharing Medical Knowledge How likely are you to use these social media applications to share medical knowledge with other ...
Sharing Medical Knowledge
Sharing Medical Knowledge Everyone has heard of Email
Sharing Medical Knowledge High Unawareness of LinkedIn and RSS feeds
Sharing Medical Knowledge Never Use:  Twitter Facebook
Adopters versus Adamant Non-Adopters % of Physicians
Media Usage by Years Since Med School Age doesn’t matter when it comes to the more “social” applications! Significant corr...
Media Usage by Size of Practice The size of the practice does matter when it comes to the more “social” applications! Sign...
Media Usage by Gender Gender not all that important Significant correlation 1=Not Aware  2= Will Never Use  3=Unlikely to ...
Professional vs Personal Intentions to Adopt 1=Not Aware  2= Will Never Use  3=Unlikely to Use within 3 Months  4=Not Sure...
Users Only: Frequency of Prof vs Pers Use 1=Rarely  2=Monthly  3=Once a week  4=3 times a week  5=Daily  6=Many times a day
Oncology versus Primary Care
Sharing Medical Knowledge: ONC vs PCP How likely are you to use these social media applications to share medical knowledge...
Adamant Non Adopters: ONCs vs PCPs % of Physicians Oncologists more skeptical overall than PCPS
Current Users: ONCs vs PCPs % of Physicians More oncologists are current users of more “traditional” applications and podc...
Current Users: ONCs vs PCPs % of Physicians More Primary Care Physicians are current users of more “social” applications
Current Users: ONCs vs PCPs % of Physicians Twitter adoption rates not much lower than national averages
The “Meaningful Use” of Social Media by Physicians Where Do We Go From Here?
Dr.’s Experience as Early Adopter Robert S. Miller, MD, FACP Clinical Associate Sidney Kimmel Comprehensive Cancer Center ...
Where should the  research agenda take  us?
Final thoughts/conclusions
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Meaningful use of Social Media by Physicians - Slides from Medicine 2pt0

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This slides wer presented at the Medicine 2.0 conference at Stanford University on 09.17.11 and include data that was collected as part of a research collaboration b/w Bob Miller (Hopkins), Bryan Vartabedian (Baylor), Molly Wasko (UAB), and the team at CE Outcomes. This research was funded in part by the Medical Education Group at Pfizer, Inc.

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  • Good slide set with plenty of ways to think about doctors and social media. I am a clinical medical librarian in a medical school, and see a range of attitudes and behaviors. There seems to be lack of time in the program to teach students about social media and practice, but in spite of formal teaching, students are gradually speaking up about using apps to help patients manic chronic health problems.
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  • Enjoyed your presentation in Palo Alto. Some of the readers of this presentation may be interested in the video of the Doctors Online Communities visible on http://www.youtube.com/basilstrategies under Doctors 2.0 & You Plenary. (5 physician communities)
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  • Lets take a minute or two to ground the arguments that I make and to align them with the powers-that-be because if we are going to make the changes that the ‘leaders of the healthcare community’ have been debating for years we need a story to tell our corporate leadership. What I will try to do in the next 35-40 minutes is to lay out that story for you. Each of you will have to fit in your local evidence in the right places, but we may be able to leave w/ an agreement on where our current systems fail and a defensible vision of what our grant making models could look like and how we can lead change in the way CE is implemented and integrated in the US…but don’t lose the basic premise: how good is the enemy of great…and in the current climate we no longer have the luxury of being good enough – we need to accelerate changes in healthcare quality or get out of the road of those who are trying to do so.
  • [1] Administrative Letter-Waiver of Documentation of Consent: Physician Survey #8702685.0 Protocol(-2-04-2011) [2] Davis, F.D. (1989), “Perceived usefulness, perceived ease of use, and user acceptance of information technology”, MIS Quarterly 13(3): 319-340.
  • Meaningful use of Social Media by Physicians - Slides from Medicine 2pt0

    1. 1. The “Meaningful Use” of Social Media by Physicians 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 Magazine
    2. 2. The “Meaningful Use” of Social Media by Physicians <ul><li>Blog: www.cmeadvocate.com </li></ul><ul><li>Twitter: @CMEAdvocate </li></ul><ul><ul><li>Curator: #SoMeCME & #ACMEETC </li></ul></ul><ul><ul><li>Founder: #CMEchat (W’s 11amET) </li></ul></ul><ul><ul><li>Contributor: #Meded chat (Th4PM and 9PMET) </li></ul></ul><ul><li>YouTube: http://www.youtube.com/user/Briansmcgowan </li></ul><ul><li>LinkedIn: http://www.linkedin.com/in/cmeadvocate </li></ul><ul><ul><li>Member: Alliance for CME Group </li></ul></ul><ul><ul><li>Member: CME Group </li></ul></ul><ul><ul><li>Manager: MAACME </li></ul></ul><ul><li>Quora: http://www.quora.com/Brian-S-McGowan-PhD </li></ul><ul><li>G+: http://bit.ly/McBrian </li></ul>
    3. 3. Collaborators 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 Bryan Vartabedian, MD, FAAP Assistant Professor of Pediatrics Baylor College of Medicine Molly Wasko, PhD Associate Professor and Chair University of Alabama at Birmingham School of Business Mazi Abdolrasulnia, PhD Debi Susalka Desirae Freiherr Kevin Pho, MD Lawrence Sherman, FACME Joseph Kim, MD
    4. 4. Disclosure <ul><li>This research was funded by Pfizer, Inc. </li></ul><ul><li>As of August 15 th our descriptive dataset has been made open access. </li></ul>
    5. 5. Themes For Our Presentation <ul><li>Why did we conduct our research? </li></ul><ul><li>Why are we here? </li></ul><ul><li>What did we find? </li></ul><ul><li>Where do we go from here? </li></ul>
    6. 6. The “Meaningful Use” of Social Media by Physicians Why Did We Conduct Our Research?
    7. 7. Where Does the US Rank in Quality?
    8. 8. http://www.rand.org/content/dam/rand/ww/external/health/projects/qdart/images/predominantly_hispanic_areas_low_ldl_testing_rates.jpg
    9. 9. http://www.rand.org/content/dam/rand/www/external/health/projects/qdart/images/predominantly_hispanic_areas_low_ldl_testing_rates.jpg
    10. 10. http://www.rand.org/content/dam/rand/www/external/health/projects/qdart/images/predominantly_hispanic_areas_low_ldl_testing_rates.jpg
    11. 11. http://trace.wisc.edu/docs/function-aging/pics/graying.gif
    12. 12. http://www.rand.org/content/dam/rand/www/external/health/projects/qdart/images/predominantly_hispanic_areas_low_ldl_testing_rates.jpg
    13. 13. http://www.rand.org/content/dam/rand/www/external/health/projects/qdart/images/predominantly_hispanic_areas_low_ldl_testing_rates.jpg
    14. 15. Safe Efficient Timely Pt-Centered Effective Equitable QUALITY HEALTHCARE Payers Patients Solutions Evidence-Base
    15. 17. http://trace.wisc.edu/docs/function-aging/pics/graying.gif
    16. 18. <ul><li>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… </li></ul>http://jama.ama-assn.org/content/303/8/716.full
    17. 19. Driving Hypotheses: #1 <ul><li>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 </li></ul>
    18. 20. Driving Hypotheses: #2 <ul><li>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… </li></ul>
    19. 21. What Do We Really Know About Physicians & SoMe Use?
    20. 22. Inconsistent Data of Docs Using SoMe 2% Twitter 4% Facebook Sermo 2010 PeerView 2010 MCM 2010; unpublished Do you use ____ professionally?
    21. 23. Inconsistent Data of Docs Using SoMe (n~300) American College of Surgeons 2010: http://bit.ly/e5PiaP Do you ‘have a Facebook account’? Have you ever ‘used’ Twitter? Do you ‘use’ YouTube? Have you ever participated in an online health blog? 64% YES 36% NO 20% YES 80% NO 82% YES 18% NO 35% YES 65% NO * ACS has a YouTube Channel
    22. 24. Inconsistent Data of Docs Using SoMe Bosslet GT. J Gen Intern Medicine 2011 74% YES 42% YES 79% YES 94% YES Have you ever used social networking sites? N = 454 N = 137 N = 131 N = 186
    23. 25. Inconsistent Data of Docs Using SoMe Bosslet GT. J Gen Intern Medicine 2011 If yes , what sites have you used? 97% 14% 35% 5% Docs: N = 137; n = 57
    24. 26. Inconsistent Data of Docs Using SoMe Bosslet GT. J Gen Intern Medicine 2011 If yes , how have you ‘used’ these sites? Docs: N = 137; n = 57 89% 4% 7% 11%
    25. 27. Inconsistent Data of Docs Using SoMe
    26. 28. Inconsistent Data of Docs Using SoMe
    27. 29. What Do We Really Know About Physicians & SoMe Use? ZIP ZERO ZILCH NADA NIL 0.0
    28. 30. Defining ‘Social Media’ <ul><li>Social media is defined as 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. </li></ul>
    29. 31. Defining ‘Meaningful Use’ <ul><li>Hypothesis: </li></ul><ul><li>There are 3 ways that HCPs ‘use’ social media: </li></ul><ul><ul><li>To treat – engaging directly w/ patients about care </li></ul></ul><ul><ul><li>To teach – providing timely & credible education </li></ul></ul><ul><ul><li>To learn – sharing of medical information/knowledge </li></ul></ul>TO TREAT TO TEACH TO LEARN Bucket 1 Bucket 2 Bucket 3
    30. 32. Defining ‘Meaningful Use’ TO TREAT TO TEACH TO LEARN Bucket 1 Bucket 2 Bucket 3 Care Info Info
    31. 33. Defining ‘Sharing Medical Information’ <ul><li>Sharing medical knowledge is defined as the exchange of information, advice, ideas, reports and scientific discoveries with other physicians in the medical community. </li></ul>To Learn Bucket 3
    32. 34. Defining ‘Meaningful Use’ <ul><li>What applications are used most commonly? </li></ul><ul><li>How? </li></ul><ul><ul><li>To lead/contribute </li></ul></ul><ul><ul><li>To follow/participate </li></ul></ul><ul><ul><li>To lurk and learn </li></ul></ul><ul><li>When? </li></ul><ul><ul><li>Daily, weekly… </li></ul></ul>
    33. 35. The “Meaningful Use” of Social Media by Physicians Why Are We Here at #med2?
    34. 36. Rapid Dissemination & Crowdsourcing <ul><li>Establish a “new body of science”… </li></ul><ul><li>Explore non-traditional data dissemination plans </li></ul><ul><li>A call to Larry… </li></ul>
    35. 37. The “Meaningful Use” of Social Media by Physicians What Did We Find?
    36. 38. A collaborative study Adoption and Use of Social Media by Physicians to Share Medical Information
    37. 39. Purpose <ul><li>Study Objectives: </li></ul><ul><li>Study the adoption and use of the most commonly used ICT applications to share medical knowledge with other physicians </li></ul><ul><li>Compare the number of users who self report that they “Will Never Use” these ICTs with the number of users that are “Current Users” </li></ul><ul><li>Examine whether there are important differences between two physician practices: oncologists and primary care physicians (PCPs). </li></ul>Overall Study Purpose: To examine the attitudes , adoption and use of social media by physicians to share medical information
    38. 40. Methods/Framework <ul><li>Planning: </li></ul><ul><li>Conducted a review of previously published literature </li></ul><ul><li>Received input from advisory board of physicians with social media expertise </li></ul><ul><li>Received approval from the Western Institutional Review Board [1] </li></ul><ul><li>Utilized the Technology Acceptance Model [2] (TAM) theoretical framework as a model </li></ul><ul><li>Survey distribution </li></ul><ul><li>Survey distributed via email to a random sample of practicing oncologists and primary care physicians in the United States. </li></ul><ul><li>Survey data was collected during March of 2011 from a total of 186 U.S. oncologists and 299 U.S. primary care physicians (response rate ~ 30%) </li></ul>[1] Administrative Letter-Waiver of Documentation of Consent: Physician Survey #8702685.0 Protocol(-2-04-2011) [2] Davis, F.D. (1989), “Perceived usefulness, perceived ease of use, and user acceptance of information technology”, MIS Quarterly 13(3): 319-340. Study conducted between November 2010 and March 2011
    39. 41. Technology Acceptance Model (TAM) Davis, F. D. (1989), &quot;Perceived usefulness, perceived ease of use, and user acceptance of information technology&quot;, MIS Quarterly 13(3) : 319–340 External factors Perceived Usefulness Perceived Ease of Use Attitude Behavioral Intention to use Technology Use
    40. 42. Study Definitions Social media is defined as 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. Sharing medical knowledge refers to the exchange of information, advice, ideas, reports and scientific discoveries with other physicians in the medical community.
    41. 43. Survey Sample Demographics Demographic Characteristics Oncology n = 186 Primary Care n = 299 Degree MD/DO 100% 100% Years since graduation from medical school Mean/St. dev. 24 years/10 24 years/9 Percent Male 75% 72% Patients seen per week Mean/St.dev. 100 patients/56 124 patients/73 Practice Location Urban Suburban Rural 47% 44% 9% 23% 60% 17% Practice Setting Solo Practice Group Practice Medical School Non-Government Hospital 12% 68% 9% 5% 34% 60% 1% 3% Major professional activity Direct patient care 97% 98%
    42. 44. Sharing Medical Knowledge How likely are you to use these social media applications to share medical knowledge with other physicians? 1=Not Aware 2= Will Never Use 3=Unlikely to Use within 3 Months 4=Not Sure 5= Likely to Use within 3 Months 6=Very Likely to Use within 3 Months 7=Current User Email 6.3 Podcasts 3.9 Restricted Online Community (ie. SERMO) 5.6 Facebook 3.8 Cell Phone Apps 5.0 Blogs 3.7 Texting 4.9 LinkedIn 3.4 Wikis 4.4 Twitter 3.3 iTunes 4.3 RSS Feeds 3.2 YouTube 4.1
    43. 45. Sharing Medical Knowledge
    44. 46. Sharing Medical Knowledge Everyone has heard of Email
    45. 47. Sharing Medical Knowledge High Unawareness of LinkedIn and RSS feeds
    46. 48. Sharing Medical Knowledge Never Use: Twitter Facebook
    47. 49. Adopters versus Adamant Non-Adopters % of Physicians
    48. 50. Media Usage by Years Since Med School Age doesn’t matter when it comes to the more “social” applications! Significant correlation 1=Not Aware 2= Will Never Use 3=Unlikely to Use within 3 Months 4=Not Sure 5= Likely to Use within 3 Months 6=Very Likely to Use within 3 Months 7=Current User Mean; Scale: 1-7 Years since Med School N  1-9 15 10-19 161 20-29 165 30-39 122 40 or more 23
    49. 51. Media Usage by Size of Practice The size of the practice does matter when it comes to the more “social” applications! Significant correlation 1=Not Aware 2= Will Never Use 3=Unlikely to Use within 3 Months 4=Not Sure 5= Likely to Use within 3 Months 6=Very Likely to Use within 3 Months 7=Current User Mean; Scale: 1-7 Practice Size N 0-49 21 50-99 149 100-149 224 150-199 49 Over 200 43
    50. 52. Media Usage by Gender Gender not all that important Significant correlation 1=Not Aware 2= Will Never Use 3=Unlikely to Use within 3 Months 4=Not Sure 5= Likely to Use within 3 Months 6=Very Likely to Use within 3 Months 7=Current User Mean; Scale: 1-7 Gender N Male 356 Female 130
    51. 53. Professional vs Personal Intentions to Adopt 1=Not Aware 2= Will Never Use 3=Unlikely to Use within 3 Months 4=Not Sure 5= Likely to Use within 3 Months 6=Very Likely to Use within 3 Months 7=Current User Mean; Scale: 1-7 Significant mean difference Intentions for Personal Usage higher: Physicians more likely to associate personal value with these applications
    52. 54. Users Only: Frequency of Prof vs Pers Use 1=Rarely 2=Monthly 3=Once a week 4=3 times a week 5=Daily 6=Many times a day
    53. 55. Oncology versus Primary Care
    54. 56. Sharing Medical Knowledge: ONC vs PCP How likely are you to use these social media applications to share medical knowledge with other physicians? Significant mean difference 1=Not Aware 2= Will Never Use 3=Unlikely to Use within 3 Months 4=Not Sure 5= Likely to Use within 3 Months 6=Very Likely to Use within 3 Months 7=Current User Mean; Scale: 1-7
    55. 57. Adamant Non Adopters: ONCs vs PCPs % of Physicians Oncologists more skeptical overall than PCPS
    56. 58. Current Users: ONCs vs PCPs % of Physicians More oncologists are current users of more “traditional” applications and podcasting
    57. 59. Current Users: ONCs vs PCPs % of Physicians More Primary Care Physicians are current users of more “social” applications
    58. 60. Current Users: ONCs vs PCPs % of Physicians Twitter adoption rates not much lower than national averages
    59. 61. The “Meaningful Use” of Social Media by Physicians Where Do We Go From Here?
    60. 62. Dr.’s Experience as Early Adopter 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 Bryan Vartabedian, MD, FAAP Assistant Professor of Pediatrics Baylor College of Medicine
    61. 63. Where should the research agenda take us?
    62. 64. Final thoughts/conclusions
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