How and are Changing HealthcareKevin A. Clauson, Pharm.D.Associate Professor

ObjectivesDefine and differentiate between Web 1.0 and Web 2.0Identify uses of Web 2.0 tools in healthcareExplore pitfalls associated with the use of Web 2.0 applications

Define and differentiate between Web 1.0 and Web 2.0

Identify uses of Web 2.0 tools in healthcare

Explore pitfalls associated with the use of Web 2.0 applications

What Does Web 2.0 Mean to You?

Evolution of the WebWeb 1.0 (one-way Web) Static, pullWeb 2.0 (two-way Web) Dynamic, push Collaborative, participatoryWeb 3.0/3D/Semantic Web (TBD)

Static, pull

Dynamic, push

Collaborative, participatory

Web 2.0Social MediaBlogs, Podcasts, Wikis, etc.Social Networking

Why should you care about Web 2.0?

Reason #1Well…your tax dollars did just help to fund $27 MILLION worth of projects that hope to build ‘Facebook for Scientists’www.nih.gov/news

Reason #2Your aunt, niece, daughter or granddaughter might be one of the 106,000 people getting information from the Gardasil page on Facebook

Reason #3Your colleagues of tomorrow are immersed in these tools TODAYAcad Med 2009;84(11):1479-81.

Reason #4Web 2.0 tools are already being used by your patients to exchange information and help with smoking cessation, diabetes management, medication adherence, influenza alerts, etc.

http://socialnomics.net/2009/08/11/statistics-show-social-media-is-bigger-than-you-think/

HOW FACEBOOK IS CHANGING:Social Expectations

17% of all time spent onlinein 2009 was on social networking sites!Nielsen – August 2009

Navigating Social NetworkingSocial Networking Buffet

What about the Dunbar Number?What about the Dunbar Number?Behavioral and Brain Sciences 1993; 16 (4):681-735.

When Generations Collide! Karen is Mark’s Mom!

HOW FACEBOOK AND TWITTER ARE CHANGING:Business of Healthcare

Advertising Age – March 2009Gaining one memberper second Site visitors doubled since last year

45% of hiring managers use social networking sites to screen candidatesHarris Interactive/CareerBuilder Survey 2009

BackgroundDid NOT hire when profile indicated: Provocative/inappropriate photographs or information (53%), alcohol or drug use (44%) Shared sensitive information from previous employment (20%) Harris Interactive/CareerBuilder Survey 2009

Provocative/inappropriate photographs or information (53%), alcohol or drug use (44%)

Shared sensitive information from previous employment (20%)

Did hirewhen profile indicated: Good organizational fit (50%), candidate creativity (38%)Harris Interactive/CareerBuilder Survey 2009

Good organizational fit (50%), candidate creativity (38%)

Three Things To Know About and Stent Advert$7500 investment for videoGenerated over 160,000 views and almost 1000 commentsIncreased the number of site hits for company by >180%www.thespanner.com

YouTube Case Studyhttp://www.youtube.com/watch?v=W-jB9RDN-mE

FDA Hearing on Social Media Why Should You Care?

HOW FACEBOOK AND TWITTER ARE CHANGING:Healthcare Models

PatientePatientPassive roleInformation is given to themTop down delivery of healthcarePaternalistic medicineActive (engaged) roleThey seek out information (Internet)Partner in their healthcareParticipatory medicine

Passive role

Information is given to them

Top down delivery of healthcare

Paternalistic medicine

Active (engaged) role

They seek out information (Internet)

Partner in their healthcare

Participatory medicine

Participatory MedicinePatient driven changes to healthcare systemHealthcare professionals scrambling to catch-upMay require education/retraining of workforce

What Type of Patient Is This?

“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)

HOW FACEBOOK IS CHANGING:Delivery of Healthcare

Hospitals and Web 2.0 Tools410 Hospitals297 Twitter219 Facebook202 YouTube 48 BlogsSource: ebennett.org/hsnl

Take the Fact Check: HPV quiz to see how much you really know about Human Papillomavirus, a common sexually transmitted disease that can cause cancer and genital warts. Others will not know you’ve taken the quiz unless you want them to.

HOW FACEBOOK IS CHANGING:Biomedical Literature & Perceptions

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.

Facebook Study at UF - Groups63% of Facebook users in study joined ‘groups’ including: PIMP (Party of Important Male Physicians) Physicians looking for trophy wives in training J Gen Intern Med 2008;23(7):954-7.

PIMP (Party of Important Male Physicians)

Physicians looking for trophy wives in training

Facebook Study at UF - Profiles70% contained pictures of drinking10-50% ‘excessive’Findings driving changes in policy J Gen Intern Med 2008;23(7):954-7.

10-50% ‘excessive’

Findings driving changes in policy

Social Network Use by Pharmacy Students at NSU82.7%30.9%1.5%Proceedings of Medicine 2.0 – 2009

Facebook & Pharmacy StudentsStudy of 299 pharmacy students in three Colleges of Pharmacy57% responded it was “unfair” for employers to use Facebook content45% said College should not be able to use as evidence of students lacking professionalismAJPE 2009;73(6):article 104.

Study of 299 pharmacy students in three Colleges of Pharmacy

57% responded it was “unfair” for employers to use Facebook content

45% said College should not be able to use as evidence of students lacking professionalism

Boston College Quit Issuing Email Accounts to Students in 2009Chronicle of Higher EducationNovember 2008

Pitfalls with Facebook

How to Get Fired From an NFL Team in Two Easy Steps by Dan Leone gate chiefGet upset about your employer cutting your favorite player (Dawkins)Immediately post on Facebook:"Dan is [expletive] devastated about Dawkins signing with Denver ... Dam Eagles R Retarted!!"sports.espn.go.com/nfl/news

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

Beliefs & Social Media53% of employee respondents said their social networking sites are “none of an employers’ business”Compare to results of pharmacy students’ attitudes in studyDeloitte LLP 2009 Ethics & Workplace Survey

Compare to results of pharmacy students’ attitudes in study

Eight Percent of Companies Have Fired Employees Due to Issues With Social Media Siteswww.proofpoint.comom

HOW TWITTER IS CHANGING:Communication

Microblog"a small-scale form of blogging, generally made up of short,succinct messages, used…to share news, post status updates and carry on conversations". - Mike TempletonScience 2.0 for TEL workshop at ECTEL09

IndividualInstitution Customized news feed & analysis Live Tweeting Job leads Social networking Internal communications Live Tweeting Recruitment Engagement

Customized news feed & analysis

Live Tweeting

Job leads

Social networking

Internal communications

Live Tweeting

Recruitment

Engagement

Twitter Usage19% of all adults online use TwitterSource: Pew Internet & American Life Project Survey 2009

HOW TWITTER IS CHANGING:Delivery of Healthcare

Twitter MobileTweetDeckTwitterBerryTwitterFon

140 Uses for Twitter in Healthcarephilbaumann.com

CDC & Twitter

Pandemics in the Age of Twitter: Content Analysis of “Tweets” During the H1N1 OutbreakProceedings of Medicine 2.0 - 2009

HOW TWITTER IS CHANGING:Coverage of Live Medical Events

Live TweetingMost commonly at conferencesUse of Hashtags#USPasm, #Med2, #ASHPMCM?

Tweeting During ConferenceProceedings of EduMedia conference 2009;145-156.

Henry Ford Hospital Live Tweeted SurgeryLivestream to conference attendeesEducational for residents/studentsRemove mystery for future patients

Pitfalls with Twitter

Not TwitterifficHIPAAEthical breachesLack of formality

HIPAA

Ethical breaches

Lack of formality

POSSIBLE TUI

Summary PointsWeb 2.0 is changing the nature of communication and social networksNew healthcare models and opportunities are available via tools such as Facebook and TwitterPitfalls exist with these tools requiring creation of new guidelines and policies

Web 2.0 is changing the nature of communication and social networks

New healthcare models and opportunities are available via tools such as Facebook and Twitter

Pitfalls exist with these tools requiring creation of new guidelines and policies

Twittersphere & BlogosphereAcknowledgements Lee AasePhil BaumannEd BennettSusannah FoxCisco Grajales IIIShwenGweeJen McCabeBerciMeskoErik QualmanDarren Rowse

Recommended Resources Lee Aase’s Social Media University Global (SMUG)http://social-media-university-global.org/ Darren Rowse’s Twitter Tips for Beginnershttp://www.twitip.com/twitter-tips-for-beginners-video/ Phil Baumann’s Leading on Twitter Primerhttp://www.slideshare.net/philbaumann/priming-healthcare-for-twitter-an-introduction-to-leading-on-twitter?src=embed

Expanded slidedeck available at:www.slideshare.net

Imageshttp://socialnomics.net/2009/08/11/statistics-show-social-media-is-bigger-than-you-think/http://www.facebook.comhttp://www.myspace.comhttp://www.ning.comhttp://www.linkedin.comhttp://www.hi5networks.com/blog/http://malefis.u-strasbg.fr/site/images/homer-brain.jpghttp://www.geekologie.com/2009/09/dont_friend_your_mom_more_face.phphttp://en.wikipedia.org/wiki/File:Elias_Zerhouni_close-up_official_photo.jpg

Imageshttp://www.cdc.gov/SocialMedia/ http://www.facebook.com/takeastepagainstcervicalcancer#/takeastepagainstcervicalcancer?v=box_3http://www.facebook.com/pages/Orlando-FL/UCF-Student-Counseling-Center/52063513049 http://holydogwater.files.wordpress.com/2007/10/borat-greatsuccess.jpg http://thenastyboys.files.wordpress.com/2008/01/huggybear.jpghttp://media.photobucket.com/image/drunk%20student/silverbeam/A%20CSM%20Blog/Drunk.jpghttp://www.bc.edu/bc_org/svp/st_org/mktacad/Images/511px-Boston_College_with_Boston_skyline.jpghttp://www.bc.edu/bc_org/svp/st_org/mktacad/Images/511px-Boston_College_with_Boston_skyline.jpghttp://media.photobucket.com/image/Pitfall%20video%20game/cliche_city2/pitfall.jpg

Imageshttp://www.twitip.com/twitter-tips-for-beginners-video/http://z.about.com/d/politicalhumor/1/0/y/m/2/stop-or-tweet.gifhttp://twitter.com/jensmccabe/status/3073739543http://cache0.techcrunch.com/wp-content/uploads/2009/10/twitter_bird_logo_by_ipotion.jpghttp://twitter.com/poikonenhttp://twitter.com/search/users?q=Walgreens&category=people&source=find_on_twitterhttp://twitter.com/Walgreenshttp://twitter.com/CVS_Careshttp://twitter.com/rankospharmacyhttp://twitter.com/APhA_HCR

Imageshttp://www.ignitelabs.com/pharmatwitter/http://www.telegraph.co.uk/telegraph/multimedia/archive/01369/twitter-pic_1369969c.jpg http://www.flickr.com/photos/joeysplanting/2433679130/sizes/l/http://www.ci.redwood-city.ca.us/fire/disaster/preparedness%20overvew_clip_image001.jpg http://www.cdc.gov/socialmedia/campaigns/h1n1/#Microblogshttp://www.nasddds.org/PanFlu/H1N1.jpghttp://newmexicoindependent.com/wp-content/uploads/2008/12/twitter-art.jpghttp://www.flickr.com/photos/30211781@N04/3937067223/in/set-72157622279693151/http://farm4.static.flickr.com/3365/3201878338_65aebe014d.jpghttp://twitter.com/CVS_pharm/status/2794096289

Imageshttp://thepcsecurity.com/wp-content/uploads/2009/08/twitter-risk-analysis.pnghttp://tweetphoto.com/671561http://www.flickr.com/photos/dosik/118828513/http://www.flickr.com/photos/the_brownhorse/2553314429/If thumbnail/URL not present, image has been purchased/licensedExpanded slidedeck images can be found under notes tab

Thank you for your time!clauson@nova.edu @kevinclauson