Lecture for pharmacy year one students in the pharmacy informatics course.

1. Natalia Shcherbakova,B.S.Pharm, M.S.Pharm,
Ph.D.
October 25, 2012
Presented at Western New England University College of
Pharmacy,
Springfield, MA

2. 1. Facebook 88%
2. Twitter
3. LinkedIn
4. Pintrest
5. Blog
6. PharmQD
7. Delicious 31%
25%
Other
22%
8. 17%
9. I do not engage with 5%
3%
9%
social media 0%
1 2 3 4 5 6 7 8 9

3. 1. Facebook
2. Twitter 43%
3. LinkedIn
4. Pintrest 31%
5. Blog
6. PharmQD
7. Delicious
8. Other 10% 10%
9. I do not engage with social media
3%
2% 2%
0% 0%
1 2 3 4 5 6 7 8 9

4.  Web 2.0
 Social Media & Patients
 Social Media and Healthcare Providers
 Research Findings
 How to get involved
Q & A

5.  Web 2.0 can broadly be defined as “social
programming for everyone “ whereby the
interaction between user and internet
transformed from „read-only‟ to „read-write-
participate‟ form.2
2Lupianez-Villanueva F, Mayer MA, Torrent J. Opportunities and challenges of Web 2.0
within the health care systems: an empirical exploration. Inform Health Soc Care.
2009 Sep;34(3):117-26.

6.  Br it an n ica On lin e  Wikip ed ia
 Per so n al w eb sit es  Blo g g in g
 Dir ect o r ies  Tag g in g (Flickr,
Delicio u s )
o Pu b lish in g o Par t icip at io n

9.  Social writing applications
 Collaborative knowledge base
 Research coordination
 Brainstorming
Wiki Platforms1 and examples of academic wikis2 :
pbworks.com- wiki for educational use
University of Calgary : http://wiki.ucalgary.edu
Brown University:https://wiki.brown.edu/confluence/dashboard.action
The University of Texas at Austin: https://wikis.utexas.edu/dashboard.action
1http://www.wikimatrix.org/ ; http://en.wikipedia.org/wiki/Comparison_of_wiki_software
2Cain J, & Fox BI (2009). Web 2.0 and pharmacy education. [Review]. Am J Pharm Educ 73: 120.

10.  Educating (oneself and others)
 Meeting folks who are smarter
 Curating knowledge
 Sharing what we learn
@hjluks: http://www.howardluksmd.com/medical-social-media/tweet-
or-retreat-medicine-social-media/

11. @hjluks: http://www.howardluksmd.com/medical-social-media/tweet-or-
retreat-medicine-social-media/

12.  EdX (8 courses)
 Coursera (over 100 courses)
 Udacity (18 courses)
 Anything useful for pharmacy students?
Health in Numbers ( Harvard School of Public
Health, EdX)
Writing in the Sciences (Stanford School of
Medicine, Coursera)

13.  Social media as “an enabler of public health
engagement and improvement” through educating
patients on healthcare issues, organizing communities
to find and resolve health care problems, as well as
offering new solutions to health problems.”1
1 Cain J, Romanelli F, Fox B. Pharmacy, social media, and health: Opportunity for impact. J Am Pharm Assoc (2010).
Nov-Dec;50(6):745-51.

15. Patients ePatients
 Passive Role  Active (engaged) role
 Information given to  They seek out
them information (internet)
 Top down healthcare  Partner in healthcare
delivery
 Paternalistic Medicine  Participatory medicine
Adapted from Poikonen J. “Social Media & Health 2.0,” October 2011

16. E-health in the United States, Boston Consulting Group, 2003

17. What’s lacking:
1. Doctor-patient email
2. How to determine the correct tests and txs
3. More in-depth information on quality of care
4. The ability to schedule doctor appointments online
5. Direct internet access to online doctors
6. Free access to fee-only medical journals
7. Online diagnostic tools
8. Access to medical records and test results
9. Better ways to connect with local resources
Ferguson T. (2007). E-patients: how they can help us heal healthcare Retrieved December 16,
2010, from http://e-patients.net/e-Patients_White_Paper.pdf

18. 1. A review on Amazon
2. A review on Yelp 42%
3. A review on Vitals/Healthgrades
33%
4. A review on RateMyProfessors 30%
5. Other online reviews
22%
6. I do not write online reviews
12%
2%
1 2 3 4 5 6

20. Image credits: www.worldofdtcmarketing.com

21.  West Virginia pharmacists:
• Attendees (50) of West Virginia Pharmacy
Association Convention (2009)
• Findings: two thirds of pharmacists used some
sort of social media (Facebook, Youtube ,
Wikipedia, Blogs)
• About 15% of pharmacists used Facebook for
professional purposes
1Alkhateeb FM, Clauson KA, Latif DA. Pharmacist use of social media. Int J Pharm Pract. 2011 Apr;19(2):140-2.

22. Shcherbakova N, Shepherd M, Makhinova T. Assessment of Internet and Social
Network Use by Texas Independent Community Pharmacists. Journal of American
Pharmacists Association 2012; 52 (2):272.

23. 1. Determine the extent community pharmacists use text
messaging, email, Facebook, Twitter and/or other social
networks for professional communication (patients,
pharmacists, other healthcare professionals);
2. Identify perceptions of community pharmacists towards
using social media for patient-pharmacist communication.
3. Determine the extent independent pharmacists have
developed and employed their pharmacy websites for the
provision of drug information and patient care services.

24.  Sample size: 1196 independent community pharmacists
(random sample of ~ 50% of independent community
pharmacists in Texas)
 Data collection: mail questionnaire with an option to
complete online
 Survey : a 25-item survey instrument with questions
addressing the objectives of the study
 Pretest for content and clarity: 10 practicing community
pharmacists

25.  16 surveys were completed online
 297 surveys were completed via mail
questionnaire
 284 usable questionnaires were analyzed
 Response rate: ~24%

26.  Gender: 70% male
 Average age: 54 (± 11)
 Average years since graduation with pharmacy
degree: 28 (± 13)
 Pharmacy degree: 83%- BS Pharm, 17%-PharmD

27.  Respondent Practice setting:
• 45% -metropolitan
• 18%-small urban
• 19%- small community
• 18%-rural
 Store owners: 60% (167)
 Internet access in the pharmacy: 98% of the pharmacies
 Familiar with the term ‘social media’: 91%
 Provision of MTM services: 25%
 Completion of 50% or more CE courses online: 76%
 National and/or state professional organizations: 80% of
pharmacists indicated holding membership

28. • Pharmacy Website: 54% (154)
• Patient Emails: 40% (113)
• Pharmacy Facebook Account: 28% (80)
• Twitter Account: 3.6% (10)

29.  “The use of smart phones will increase use of social media
exponentially over next 5 years. The problem is to get seniors to
adopt the use of social media to improve their healthcare
knowledge. “
 “It depends on the pharmacy location. When a pharmacy is located
at a low income area, all Medicaid or welfare, they cannot afford
having a computer or they do not have access to internet on a daily
basis to check their email, Facebook or Twitter. This pharmacy is
located in a low income area, contacting and communicating with
patients only by phone.”
 “I use YouTube to show how to use inhalers and website to help on
disease education.”
 “All this stuff is good, I am just a dinosaur.”
 “Many of my customers have my cell phone number and I'm
frequently 4 to 5 times a week answering drug questions over texts.”
 “I would like to use social media in my pharmacy more. However, I do
not have time and none of my employees seem to have the
knowledge.”

31.  Clauson et al. identified 44 pharmacist blogs
 68.2% anonymous
 43% pharmacists practicing at community settings
 Pharmacists practicing in the community were more
likely to use unprofessional and critical language
Clauson KA, Ekins J, & Goncz CE (2010). Use of blogs by pharmacists. Am J Health Syst Pharm 67: 2043-2048.

32. http://www.nursingdegreeguide.org/2008/top-50-pharmacist-blogs/

33.  Forum for discussion of course-related topics
 Reflective journaling medium
 Life-long learning
Cain J, & Fox BI (2009). Web 2.0 and pharmacy education. [Review]. Am J Pharm Educ 73: 120.
Example:
• student blogger from the Bouvé College of Health
Sciences at Northeastern University:
http://quinnbott.blogspot.com/
• UCSF “Report from the pharm”:
http://pharmdadmissions.ucsf.edu/

34.  Twitter
thought-leaders:
Physicians:
@kevinmd, @FarrisTimimi, @KentBottles
Pharmacists:
@kevinclauson, @poikonen,@DrJeffCain
 Conferences:
Medicine 2.0, MedX