Debunking Myths About Generational Use of Social Media and Health Care

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Presented at APhA Federal Pharmacy Forum in Washington, DC in March 2010. http://bit.ly/4DQRGb

Presented at APhA Federal Pharmacy Forum in Washington, DC in March 2010. http://bit.ly/4DQRGb

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  • 1. Debunking Myths About Generational Use of Social Media and Health Care Kevin A. Clauson, Pharm.D. Associate Professor
  • 2. Learning Objectives • Define and differentiate between Web 1.0 and Web 2.0. • Identify characteristics associated with each of the major Generations. • Explain how social media is changing the roles of, and interactions between, healthcare professionals.
  • 3. Learning Objectives • Discuss methods to implement social media in clinical practice settings. • Explore the role of social media in the participatory medicine model.
  • 4. Evolution of the Web • Web 1.0 (one-way Web)  Static, pull • Web 2.0 (two-way Web)  Dynamic, push  Collaborative, participatory • Web 3.0/3D/Semantic Web (TBD)
  • 5. http://socialnomics.net/2009/08/11/statistics- show-social-media-is-bigger-than-you-think/
  • 6. Navigating Social Networking
  • 7. Microblog/Social Networking "small-scale form of blogging, generally made up of short, succinct messages” “used to share news, post status updates and carry on conversations” - Mike Templeton Science 2.0 for TEL workshop at ECTEL09
  • 8. What about the Dunbar Number? What about the Dunbar Number? Behavioral and Brain Sciences 1993; 16 (4):681-735.
  • 9. Other Social Media Tools
  • 10. 17% of all time spent online in 2009 was on social networking sites! Nielsen – August 2009
  • 11. 19% of all adults online used Source: Pew Internet & American Life Project Survey 2009
  • 12. Online Health Information Behaviors Do not seek 39% Seek 61% Source: Pew Internet & American Life Project 2009
  • 13. Silent Baby Generation Generation Generation Generation Boomers X Y Z Birth Dates 1900-1946 1947-1964 1965-1982 1983-1991 1992-2010 Description Greatest Me Latchkey Millenials Net Generation Generation Generation Generation Attributes Self- Workaholic Skeptical Hopeful Digital sacrifice natives Likes Respect for Work Ethic Work-life Public Online authority balance activism socializing Dislikes Waste Laziness Red tape Anything Lack of slow connection Educating the Net Generation, 2005.
  • 14. Which members of this family are most likely to use Twitter?
  • 15. Social Silent Baby Generation Generation Generation Network Boomers X Y Z Use by (%) (%) (%) (%) (%) Generation (among users) Facebook 90 73 76 65 61 MySpace 23 30 57 75 65 Twitter 17 13 18 14 9 LinkedIn 4 13 13 9 0 Anderson Analystics/eMarketer
  • 16. What is the #1 reason people join social networking sites across ages?
  • 17. Reasons Silent Baby Generation Generation Generation Total Social Boomers X Y Z Network (%) (%) (%) (%) (%) (%) Users Joined Keep in 57 62 71 82 93 75 touch w/friends For fun 30 38 51 61 91 55 Keep in 51 47 40 40 27 41 touch w/family Invited by 60 46 30 22 22 30 someone I knew Keep in 10 12 27 40 39 30 touch w/ classmate Anderson Analystics/eMarketer
  • 18. Which one represents the fastest growing group of Facebook users?
  • 19. Online Fathering: Use of Facebook in Combat-Deployed Troops Use of social media can assist with restoring balance to protector & provider roles; creating healthy reunions Nurs Res 2010;59(1):11-7.
  • 20. Maternal Instinct Meets Facebook http://www.youtube.com/watch?v=yu4zMvE6FH4
  • 21. MYTHS & TRUTHS ABOUT: Recruiting, Evaluating, and Interacting
  • 22. 45% of hiring managers use social networking sites to screen candidates Harris Interactive/CareerBuilder Survey 2009
  • 23. Data Mining Companies scour social media sites to find and aggregate information on individuals Results used to infer behavioral patterns and impact decisions about: employment, health insurance coverage, credit rates Can also be used benevolently to help prevent fraud, etc. http://mashable.com/2010/03/02/data-mining-social-media
  • 24. By the time today‟s new employee is 38 years old, they‟ll have held 10-14 jobs
  • 25. The #1 English Speaking Country is…? http://www.ted.com/talks/jay_walker_on_the_world_s_english_mania.html
  • 26. MYTHS & TRUTHS ABOUT: Use of Social Media in Provision of Healthcare
  • 27. Hospitals and Web 2.0 Tools 557 Hospitals 430 Twitter 336 Facebook 254 YouTube 70 Blogs Source: ebennett.org/hsnl
  • 28. Department of Defense 109 Facebook 93 Twitter 47 Blogs 45 YouTube 36 Flickr Source: defense.gov
  • 29. Pharmacists (28%) used Wikipedia for drug information Only 1/3 who used it, realized anyone can edit Wikipedia Ann Pharmacother 2009;43(11):1912-3.
  • 30. Advice to Connect with Patients via Facebook? Fam Pract Manag 2009;16(6):31.
  • 31. 140 Uses for Twitter in Healthcare philbaumann.com http://bit.ly/KiyS
  • 32. Content Analysis of Pharmacist Microblog Communication Mark Hawker Dianexy Beltran, Remberto Espinosa, Yohanna Morejon, Yeney Ramos
  • 33. Good Bad
  • 34. Bad
  • 35. MYTHS & TRUTHS ABOUT: Generational Gaps and Social Media Disconnects
  • 36. Pharmacy Students & Facebook Study 57% said it was unfair to use Facebook content for evaluations AJPE 2009;73(6):article 104.
  • 37. Facebook Gone Wild! 44.5% of medical students and residents (n=813) at UF had a Facebook account J Gen Intern Med 2008;23(7):954-7.
  • 38. Facebook Study at UF - Profiles 70% contained pictures of drinking 10-50% „excessive‟ Findings driving changes in policy J Gen Intern Med 2008;23(7):954-7.
  • 39. Online Posting of Unprofessional Content by Medical Students 60% unprofessional: 38% sexually suggestive, 13% patient confidentiality JAMA 2009;302(12):1309-15.
  • 40. Study of pharmacy residency directors found generational correlation for beliefs about social media being „fair game‟ in evaluating prospective candidates
  • 41. Two Things To Keep in Mind with and Stent Advert Chose social media channel used by younger generations for condition affecting older generations $7500 investment for video generated >249,000 views and >180% increase in site traffic www.thespanner.com
  • 42. YouTube Spanning Generations http://www.youtube.com/user/RhettandLink#p/search/3/W-jB9RDN-mE
  • 43. MYTHS & TRUTHS ABOUT: Participatory Medicine
  • 44. Participatory Medicine Patient driven changes to healthcare system ePatients engaged and actively seek information Transformation from paternalistic to participatory http://participatorymedicine.org/
  • 45. What Type of Patient Is This?
  • 46. “As opposed to the doctor-centric, curative model of the past, the future is going to be patient-centric and proactive.” Elias A. Zerhouni, M.D. Former Director of the National Institutes of Health (2002-2008)
  • 47. MYTHS & TRUTHS ABOUT: Risks with Social Media
  • 48. 53% of employees believe what they do on social networking sites is none of their employer‟s BEESWAX Deloitte LLP 2009 Ethics & Workplace Survey
  • 49. How To Lose a Job in 140 Characters or Less theconnor Connor Riley
  • 50. Two hospital staff were fired after a nurse appeared on Facebook in „a revealing pose‟ …the picture also showed a patient in the background NursingTimes.net February 2009
  • 51. Eight percent of companies have Fired Employees due to issues with social media sites www.proofpoint.com
  • 52. Pharmacists, educators, and other healthcare professionals are facing decisions about online „friend requests‟ from patients and students NEJM 2009;361(7):649-51.
  • 53. to warn? Is there a duty Clauson, et al. AJHP in press
  • 54. Summary Points  Generational differences can dictate social media use and preferences  Social media is not a panacea – it is simply another avenue  Opportunities for healthcare and federal organizations exist, but should be balanced with risks
  • 55. Twitterverse & Blogosphere Acknowledgements Phil Baumann Ed Bennett Dave deBronkart Joan Dzenowagis Carsten Evans Mark Hawker Susannah Fox Karl Fisch Sydney Jones Amanda Lenhart Erik Qualman Jonathan Richman
  • 56. Images • http://socialnomics.net/2009/08/11/statistics-show-social-media-is-bigger-than-you-think/ • http://www.facebook.com • http://www.myspace.com • http://www.ning.com • http://www.linkedin.com • http://www.hi5networks.com/blog/ • http://malefis.u-strasbg.fr/site/images/homer-brain.jpg • http://www.pewinternet.org/Infographics/2010/Internet-acess-by-age-group-over-time.aspx • http://newmexicoindependent.com/wp-content/uploads/2008/12/twitter-art.jpg • http://www.youtube.com/watch?v=yu4zMvE6FH4
  • 57. Images • http://www.ted.com/talks/jay_walker_on_the_world_s_english_mania.html • http://www.cdc.gov/SocialMedia/ • http://www.doseofdigital.com/healthcare-pharma-social-media-wiki/ • http://www.facebook.com/TRICARE • http://twitter.com/search/users?q=Walgreens&category=people&source=find_on_twitter • http://www.myspace.com/mayoclinic http://holydogwater.files.wordpress.com/2007/10/borat-greatsuccess.jpg • http://media.photobucket.com/image/drunk%20student/silverbeam/A%20CSM%20Blog/Drunk.jpg • http://www.youtube.com/user/RhettandLink#p/search/3/W-jB9RDN-mE • http://en.wikipedia.org/wiki/File:Elias_Zerhouni_close-up_official_photo.jpg
  • 58. Images • http://www.slideshare.net/jeffhilimire/what-the-hell-is-twitter-revised-1792867 • http://twitter.com/rxmeds96/status/7146180932 • http://www.facebook.com/home.php#/group.php?gid=29564338647&ref=search&sid=1051950779.170 3015908..1 • http://tweetphoto.com/671561 • • http://www.flickr.com/photos/dosik/118828513/ • http://www.flickr.com/photos/the_brownhorse/2553314429/ http://www.pharmqd.com If thumbnail/URL not present, image has been purchased/licensed Expanded slidedeck images can be found under notes tab
  • 59. Recommended Resources Generation-specific Information • Pew Internet & American Life Project – http://www.pewinternet.org/topics/Generations.aspx Social Media Information • Commoncraft Videos – http://www.commoncraft.com/ • Mashable – The Social Media Guide – http://mashable.com/ • SMUG University – http://social-media-university-global.org/
  • 60. Contact Information Kevin A. Clauson, PharmD Email: clauson@nova.edu Twitter: @kevinclauson URL: http://unhub.com/kevinclauson