Health care management - social media workshop

Social media workshop for health care workers in CanadaWelcoming remarks:Welcome to the first offering of this social media workshop for Canadian health care managers.Consider this your orientation manual for the workshop, and the issues we will cover in the firsttwo weeks. Follow the links by using [CTRL] & pointing your mouse over the weblink provided.Instructor: Dean Giustini is the biomedical librarian at UBC’s Biomedical Branch Library atVancouver General Hospital (VGH). He blogs at The Search Principle (http://blogs.ubc.ca/dean)and Open Medicine (blog.openmedicine.ca). He was named the Canadian Hospital Librarian ofthe Year in 2007 and honoured as a Tech Evangelist “Mover & Shaker” by LibraryJournal.com.He teaches courses at UBC in health information and social media at the School of Library,Archival and Information Studies and the School of Population and Public Health.Structure of workshop:This workshop is structured in five (5) weekly segments or modules as follows: Introduction (Getting started) Module I: Listen / learn Module II: Engage / empower Module III: Adopt / apply Module IV: Strategize & leadEach week of the workshop will consist of reading(s) and an overview of concepts. Variouscases will be discussed throughout the workshop to highlight the concepts in each module.The Introduction and Getting started week is meant to orient everyone to the Vista platform,and to provide an opportunity to meet other participants and introduce yourselves. Themodules are organized progressively through listening to conversations in social media spacesto learning about social media tools to get engaged. By the time we reach module three, we areinto the second half of the workshop and are ready to adopt new skills and attitudes aroundusing social media. In Module IV, we spend time thinking about ways to “strategize and lead”social media initiatives within our organizations.Overview of week ITo orient you, here are some basic definitions, concepts and social media tools that you canexamine in the first week. These are designed to provide you with an introduction to socialmedia. The introductory slides provide an overview of the types of social media used in healthcare and include examples. Throughout, the focus is on Canadian content and use of socialmedia in Canadian health care. However, because there are so many excellent examples fromother countries (particularly from the United States) we look at those as well. For thepresentations we provide in the workshop, each will have a voice-over to guide your through its 28/09/2011 UBC Centre for Health Care Management – Social Media Workshop 2011

content. The goal is to make the online learning experience as enjoyable, immediate andpersonal as possible. In addition, the presentation (see slidecast below) is meant to view severaltimes if you need to revisit content more than once. An introduction to social media for Canadian health care workers http://www.slideshare.net/giustinid/health-care-social-media-introduction-2011DefinitionsSocial media ● refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue. Social media introduces pervasive changes to communication between organizations, communities, and individuals” enabled by ubiquitously accessible and scalable communication tools.Web 2.0 ● is a term used to refer to a set of social media tools and trends since 2004.Health 2.0 ● is a more patient-centred participatory model of health care emphasizing online (public and/or private) interactions between consumers, health providers and librarians using social media...and an ability to share medical evidence, patient data and opinion to improve health outcomes on a global scale.Medicine 2.0 ● is the use of social media in medicine to encourage more open and interactive communication. A new generation of social media users interact with each other so that health information can be continually requested, consumed and reinterpreted. The medical 2.0 environment is a digital network of practitioners and patients who are intricately-connected, where knowledge exchange is more openly-shared.BlogsWhat is a blog? ● A blog (a portmanteau of weblog) is a type of website (or part of one). Blogs are usually maintained by individuals, organizations or businesses with regular entries of commentary, descriptions of events or other materials such as graphics or video.What can blogs provide for health care? 28/09/2011 UBC Centre for Health Care Management – Social Media Workshop 2011

● Blogs offer unprecedented access to expert information via authors & subject experts; provide a way to stay on top of new developments (Malvey, 2009). ● Blogs can be used to disseminate information, share opinions or solicit feedback ● Blogs bring transparency into management practices (Zeng et al., 2008). ● patient blogging increases understanding of alternatives in managing health, fostering healthy practices and patient understanding (Adams, 2010). ● easy to implement in educational activities in health care (Boulos et al., 2006)Examples of health care blogs in Canada ● Tom Closson Blog: Lessons for Transforming the Canadian Health Care System ● SMiCH — Social Media in Canadian Health Care ● Top Health and Medical Bloggers for 2011 on the HLWIKI ● SMiCH — Social Media in Canadian Health Care (The blog of Ann Fuller, Director of Communications for CHEO — the Children’s Hospital of Eastern Ontario) ● Trust the Evidence blog. The director of the Centre for Evidence-Based Medicine, Carl Henegahn, shares his views on medicine and the truth behind health researchWikisWhat is a Wiki? ● A collaborative website which can be directly edited using only a web browser by anyone with access. Wikis allow users to research, contribute and participate in creating wiki contentWhat can wikis do for health care professionals? ● create versions of Wikipedia to foster education, training & enhanced info-sharing ● Wikis relevant for participation among health professionals and scientists – and scholarly communication function (Eyesenbach, 2008) ● use, share & exchange information in a continual loop of analysis and refinement (Giustini, 2009) ● the more open and creative a platform becomes - the more useful it is ● harness better knowledge for use (Kane, 2009) ● Enhances student, clinician and patient learning and deepens learner engagement and collaboration within digital learning environments (Boulos, 2006)Examples of wikis in Canada ● HLWIKI Canada ● Innovation Cell ● The Change Foundation 28/09/2011 UBC Centre for Health Care Management – Social Media Workshop 2011

FacebookWhat is Facebook? ● its mission is to give people the power to share & make the world more open & connected ● People use Facebook to keep up with friends, businesses & organizations ● upload unlimited number of photos; share links and videos; learn more about people, affiliations & interestsWhat can Facebook do for health care professionals? ● Facebook helps organizations increase internal networking & collaborative practices (Burrus, 2010) ● Facebook allows public health officials to reach out to consumers (Currie, 2009) ● Presence on online social networks (e.g., Facebook) serves to extend the healthcare organizations agenda (Rooney, 2009) ● Facebook is one of the most popular social media for hospitals, and most effective in driving traffic to web sites (Cummins, 2010)Examples of health care professionals using Facebook in Canada ● BC Children’s Hospital Foundation ● SickKids Foundation Toronto ● BC Cancer FoundationTwitterWhat is Twitter? ● Twitter is a real-time information network that connects people to information being created now ● Users find info-streams they think are compelling, and follow them ● At the heart of Twitter are small bursts of information called Tweets ● a tweet is 140 characters in length; each Tweet provides rich detail with additional information, deeper context & mediaWhat can Twitter do for health care professionals? ● ability to reach wider audiences, at minimum cost ● Twitter may foster innovative ways of interacting personally & professionally (Bacigalupe, 2011) ● Can promote positive behaviours, disseminate information and explore how tools can be used to gather real-time data (Scanfeld et al., 2010) 28/09/2011 UBC Centre for Health Care Management – Social Media Workshop 2011

● Positive notion of using Twitter /cell phones to organize, interact and share patient information (Bottles, 2009) ● Use Twitter as an alert sign between physicians ● In using Twitter, health care providers can develop clever ways to communicate (Hackworth, 2010) ● Help users find immediate answers to day-to-day concerns (Senadheera, 2010)Examples of health care professionals using Twitter in Canada ● #HCSMCA ● VCH Healthcare ● Patient Safety FirstLinkedInWhat is LinkedIn? ● LinkedIn helps people establish their professional profile online, stay in touch with colleagues and friends, find experts, ideas and opportunities.What can LinkedIn do for health care professionals? ● Presence on social networks (e.g. Linkedln) extend healthcare agendas (Rooney, 2009) ● Word-of-mouth advertising creates an impression of peer-determined credibility ● Creates an economy of scale that may elude traditional marketers ● Consumers want dynamic, interactive web to judge “organizational legitimacy”Examples of health care professionals using LinkedIn in Canada ● Canadian Health and Health Care Consultants ● #HCSMCA ● Nursing Jobs in CanadaYouTubeWhat is YouTube? ● YouTube is a video-sharing website where users upload, share and view videosWhat can YouTube do for health care professionals? ● Health care providers can take advantage of YouTube by posting videos related to current events and news (Hackworth, 2010) ● Effective in driving traffic to web sites (Cummins, 2010) 28/09/2011 UBC Centre for Health Care Management – Social Media Workshop 2011

● Video clips posted can be posted on Facebook pages or linked on Twitter; many channels & viewers can be integrated easily despite multi-channels / platformsExamples of health care professionals using YouTube in Canada ● UHN Surgical Safety Checklist; Dr. Bryce Taylor ● Inside BC Children’s Hospital ● Halifax Health Centre of OncologyOther types of social media used in health carePodcasts ● White Coat, Black Art. Social Medicine. Dr. Brian Goldman o CBC podcast about social media in medicine produced by Dr. Goldman.Using social media to implement forward-looking ideas ■ PatientsLikeMe ○ way for patients to share real-world health experiences with other patients and organizations ■ Hello Health ○ web-based patient communication, practice management and electronic health record in one solution. It’s free to implement for qualified practices, easy-to-use and rewarding for physicians and patients ■ Revolution Health ○ Revolution Health is a leading consumer-centric health company founded to transform how people approach their overall health and wellness. By putting individuals at the center of their own healthcare, Revolution Health allows them to make informed choices and offers more convenience and control over their individual healthcare decisions. ■ Kaiser Permanente ○ each physician is given a home page where patients get to know their physician better (Orsini, 2010)Challenges in using social media in health carePrivacy concerns ● Working towards a more logical set of privacy literacies ● How will companies manage privacy, security and terms of use? (Lupianez et al., 2009) 28/09/2011 UBC Centre for Health Care Management – Social Media Workshop 2011

● Users of patient data are "stewards" of security and privacy; must protect it ● Privacy issues surface as new technologies affect users (Randeree, 2009) ● FIPPA Regulations - privacy and security rules may be violated if employees publish materials online about their experiences with patients (Zeng et al., 2008)Digital reputation and accountability management ● Reputation of physicians & organizations appears to be highly influential (Abraham et al., 2011) ● consumers want to narrow down choices and understand sources; get second opinions ● Patients rely less on ads & formal information; publicly-available information is not always easy to access, interpret or apply ● Reputation issues: controversial or negative dialogue on Twitter, YouTube, Facebook, or blogs has potential to reflect poorly on organizations if viewers associate individual with organization (Cain, 2011)Policy Development ● Social media policies needed for each tool adopted (Bacigalupe, 2011); privacy, membership, control of information, accountability, accuracy and transparency need to be incorporated into policies ; communication - personally-identifiable patient information must be secure and transmitted to permissible parties only (Cain, 2011) ● Corporate policy should not be sole means of addressing issues of social media use ● Providing employees with knowledge of the issues and risks associated with social media use places the burden of responsible use on them ● monitor external & internal online communities (Kane, 2009) Quotes from the literature that support using social media in health careAdams, 2010“Research into health-explicit blogging practices among patients will increase ourunderstanding of how alternative avenues for managing health information foster healthypractices and contribute to patient identities and understandings of health.”“Understanding what tools patients want and how they use them will also enable health careproviders to capitalize on these easy-to-use applications for patient education, diseaseprevention and health promotion, or for changing policy and improving services….” 28/09/2011 UBC Centre for Health Care Management – Social Media Workshop 2011

Randeree, 2009 “Healthcare 2.0 …has evolved to users finding ad-hoc ways to connect …creating Web-connected diaries and blogs … sharing journals to address various medical conditions outside ofthe healthcare providers offices. Support groups have found a new platform for organizingwhile concerned family members use the Web to blog about their experiences, seek onlineconsoling, and connect with other families.”“Bloggers are using their sites to share their findings and educate others with similar conditions,creating sites to report new treatment options and places to go for new resources.”Sarringhaus, 2011“…Social media, an untapped resource in healthcare, presents opportunities and advantagesand, if used properly, can innovate healthcare and create an advantage for adopters.”Squazzo, 2010“…Hospitals already using social media report benefits in areas such as recruitment, communityrelationship building and patient satisfaction.”Health manager & administrator bloggers • Anna Roth, CEO of Contra Costa Regional Medical Center • Barry Ronan, Western MD Health System • Bill Roper, CEO of University of North Carolina Health Care System • Dave Dobosenski, CEO of St. Croix Regional Medical Center • Marty Bonick, CEO of Jewish Hospital in Louisville • Raymond Hino, CEO of Mendocino Coast District Hospital • Rey Spadoni, CEO of VNA of Boston • Rob Colones, CEO of McLeod Health in South Carolina • Scott Kashman, CEO of St. Joseph Medical Center • Todd Linden, CEO of Grinnell Regional Medical Center • Tom Quinn, CEO of Community General Hospital Uses of social media in health care • Blogs and wikis tools are used by physicians and health professionals for social networking activities. The tools are used to brainstorm, capture knowledge and build objects e.g., resources such as manuals for policies, procedures and regulations; self- help tools in health information technology • Health professionals, especially physicians, use social networking sites to connect with others who share common interests 28/09/2011 UBC Centre for Health Care Management – Social Media Workshop 2011

• Sermo http://www.sermo.com/ PhysicianConnect http://www.medscape.com/connect• Some of the benefits of social media include increased exposure for your organization. Increased traffic to websites; enhanced communication; better collaboration; reduced media costs; awareness of unsatisfied patients and the public.• The risk is that negative comments cannot be addressed properly.• Hello Health http://hellohealth.com/ provides a good social networking platform for physicians to use in their daily practice• OneRecovery http://www.onerecovery.com/ facilitates patients’ “aftercare plan” and includes peer support. Some health professionals are using social media to deliver education (podcasts, videocasts) or engage consumers — i.e. blogs, http://www.patientslikeme.com/ etc.• Twitter is used to connect with people during disasters. Some patients are collaborating on wikis and communicating on social networking sites and blogs.• Some health professionals say that social media minimizes the time spent in meetings by giving participants access to documents ahead of time; tracks progress of projects without requiring members to meet in person; organizes patient materials and minimizes amount of time teaching patients and families• Innovis Health - http://www.innovishealth.com/ has 21 clinics in North Dakota and Minnesota and used Twitter to communicate with the public during their flood see http://www.wereherewithyou.com/• Patients planning to travel to Cleveland Clinic create an account on Microsoft HealthVault and provide information from pharmacies, labs etc. Patients push information to MyChart where it is stored in an electronic health record https://mychart.clevelandclinic.org/• Before the patient arrives, clinicians review the information and make critical decisions about care. The research shows that physicians frequently alter their approach due to care when they obtain information from patients. In the past, information arrived late in paper formats.• Intermountain Healthcare - http://intermountainhealthcare.org/Pages/home.aspx Its health teams have turned their attention to addressing weight loss in kids due to concerns about childhood obesity. Using the same research team from the American Dietetic Association, they created the 8 Healthy Habits program: http://intermountainlive.org/sites/live/Pages/home.aspx• In the communications department, a plan was developed to educate the public and kids; they dealt with the issue from a kids perspective and spoke directly to their audiences about the need for a cultural change without criticizing those who were overweight• To reach broader audiences, Intermountain added videos to LiVe website and YouTube. One video shows a mom driving her son next door for a play date, and another demonstrates delayed reflexes from too much junk food. LiVe gives kids practical tools to improve eating and exercise habits. 28/09/2011 UBC Centre for Health Care Management – Social Media Workshop 2011

Social media risks to IT systemsAccording to a 2010 report from NetworkWorld, there are top ten social media risks: 1. Social Networking Worms 2. Phishing Bait 3. Trojans 4. Data Leaks 5. Shortened Links (for linking to malware) 6. BotNets 7. Advanced Persistent Threats 8. Cross-Site Request Forgery 9. Impersonation 10. Trusthttp://www.networkworld.com/news/2010/071210-social-network-threats.htmlSocial media policies you want to see: • AHIMA document: http://library.ahima.org/xpedio/groups/public/documents/ahima/bok1_048693.hcsp? dDocName=bok1_048693 • Kaiser Permanente: http://xnet.kp.org/newscenter/media/downloads/socialmediapolicy_091609.pdf • Mayo Clinic: http://sharing.mayoclinic.org/guidelines/for-mayo-clinic-employees/ • Ohio State University Medical Center: http://www.scribd.com/doc/27663931/Ohio- State-University-Medical-Center-Social-Media-Participation-Policy • Sutter Health: http://www.sutterhealth.org/employees/social_networking_policy.pdf • MD Anderson Cancer Center: http://www2.mdanderson.org/cancerwise/policies-and- guidelines.html • University of Maryland Medical Center: http://www.umm.edu/resources/web_comments_policy.htm • Sentara: http://www.sentara.com/Policies/Pages/SocialMediaPolicy.aspx • Vanderbilt University Medical Center: http://www.mc.vanderbilt.edu/root/vumc.php? site=socialmediatoolkit&doc=26923 • Generic policy 1: http://mashable.com/2009/06/02/social-media-policy-musts/ • Generic policy 2: http://www.slideshare.net/luciodiasribeiro/social-media-policy-sample • Sample social media policies: http://socialmediagovernance.com/policies.php 28/09/2011 UBC Centre for Health Care Management – Social Media Workshop 2011

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Health care management - social media workshop

by Dean Giustini on Sep 28, 2011

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