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Technology Disrupters: Impact of Social Media on Neuroradiology

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With increased attention on cost and quality, the impact of social media on healthcare consumer decision-making cannot be underestimated. Patients are using social media to learn about disease processes, discuss treatment options, assess risks related to medical imaging and contrast media, identify emotional support networks and choose their medical imaging center or healthcare provider.
We need to increase our social media engagement as medical professionals, medical centers and medical specialty societies so that accurate and complete information is disseminated, unwarranted patient concerns are alleviated and a balanced portrayal of the risk-benefit ratio of imaging exams becomes part of the online conversation.

Published in: Health & Medicine
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Technology Disrupters: Impact of Social Media on Neuroradiology

  1. 1. ©2016 MFMER | slide-1 Technology Disrupters: The Impact of Social Media Look to the Future SAM Session Amy L. Kotsenas, MD @AmyKotsenas American Society of Neuroradiology 54th Annual Meeting Washington, DC May 23, 2016
  2. 2. ©2016 MFMER | slide-2 No financial disclosures You are welcome to share my content on social media
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  10. 10. ©2016 MFMER | slide-10 How is Social Media Impacting Healthcare? Some statistics...
  11. 11. ©2016 MFMER | slide-11 >40% of consumers say that information found on social media affects the way they deal with their health. (source: Mediabistro) YouTube traffic to hospital sites has increased 119% year-over-year. (source: Google’s Think Insights) The Mayo Clinic’s podcast listeners rose by 76,000 after the clinic started using social media. (source: Infographics Archive)
  12. 12. ©2016 MFMER | slide-12 If a personal trainer, health insurance company or government organization makes a post about health, only 30 to 40 percent of people will trust the post. (source: Infographics Archive) 90% of respondents aged 18 to 24 say they would trust medical information shared by others on their social media networks. (source: Search Engine Watch) 41% of people said social media would affect their choice of a specific doctor, hospital, or medical facility. (source: Demi & Cooper Advertising and DC Interactive Group)
  13. 13. ©2016 MFMER | slide-13 Social media posts and activity by doctors are trusted by over 60% - more than those of any other group. (source: Infographics Archive) Patients trust us. Building a positive online relationship with our patients can build positive offline relationships
  14. 14. ©2016 MFMER | slide-14 Patient engagement: Focus on Satisfaction and Education
  15. 15. ©2016 MFMER | slide-15 Patient Satisfaction • Increasingly tied to reimbursement • Higher co-pays and deductibles •  increased expectation for high level of service
  16. 16. ©2016 MFMER | slide-16 Ratings Websites • Traditional surveys – Press-Ganey, HCAHPS – provide limited information • Only 6% of patients aware of HospitalCompare • 65% aware of online physician ratings sites • Social media allows expression of opinions in free-text form
  17. 17. ©2016 MFMER | slide-17 Social-media driven modification of radiology practices could improve quality and safety, reduce medicolegal risk, improve outcomes, and increase revenue.
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  19. 19. ©2016 MFMER | slide-19 Ratings Websites • Doshi et al JACR 2016 • Yelp reviews • 126 imaging centers in 46 cities • 1009 reviews, 2582 individual comments • Average rating was 3.43  1.14 (range 1-5) • Average restaurant rating is 3.8 • An increase of ½ star increases reservations by 20%, revenue by 10%* *Luca Harvard Business School Working Paper, No. 12-016, September 2011.
  20. 20. ©2016 MFMER | slide-20 Ratings Websites • Service Quality - 86%: • Professionalism of staff: technologists, schedulers, receptionists, billers • Office wait times • Physical conditions • Radiologist related - 14% • Report content related - 3.4% Doshi J Am Coll Radiol 2016;13:210-216 SAM Alert
  21. 21. ©2016 MFMER | slide-21 Reviews “the technologist made fun of me for asking questions—he actually laughed at me. They were so rude it made me uncomfortable, I actually left and got my MRI elsewhere.” Doshi J Am Coll Radiol 2016;13:210-216 “[the technologist] took the time to explain each step carefully and I never felt as though I didn’t know what was happening next. Just outstanding care.” OR
  22. 22. ©2016 MFMER | slide-22 Reviews Unfortunately the neurologist I was assigned to [redacted] was arrogant and pedantic. The one positive was I was confident that whoever read my MRI was first rate and eliminated the possibility that I had a tumor.
  23. 23. ©2016 MFMER | slide-23 Reviews ..after reading everything the Radiologist asked to speak with me. She went over all my films and I left with a letter she signed saying there were no problems.
  24. 24. ©2016 MFMER | slide-24 Ratings Websites • Patients expect high quality image acquisition and interpretation from all imaging centers • Differentiator of imaging centers is related to service quality • Goal: Overall positive patient experience Doshi J Am Coll Radiol 2016;13:210-216
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  26. 26. ©2016 MFMER | slide-26 Patient Education
  27. 27. ©2016 MFMER | slide-27 CT Radiation Risk on @twitter • Prabhu and Rosenkrantz • Analyzed 621 posts by 557 unique twitter users • Most are not healthcare personnel • 90 physicians; only 17 radiologists (3%) • Most posts were unfavorable Prabhu AJR 2015;204(1):W48-51SAM Alert
  28. 28. ©2016 MFMER | slide-28 CT Radiation Risk on @twitter • Prabhu and Rosenkrantz • Links to 99 articles • Only 13 were peer-reviewed medical sources Prabhu AJR 2015;204(1):W48-51
  29. 29. ©2016 MFMER | slide-29 CT Radiation Risk on Goenka ARRS 2016 • Goenka et al • YouTube search using phrase “CT Radiation” • 53 videos generated 93,254 total views • Half (53%) intended for lay audience • 87% were > 2- years old
  30. 30. ©2016 MFMER | slide-30 CT Radiation Risk on • Goenka et al • Majority of YouTube videos on CT radiation: • Uploaded by non-radiology sources (57%) • Misleading, unfavorable towards CT radiation • Yet, these videos are viewed as often as videos by radiology sources Goenka ARRS 2016
  31. 31. ©2016 MFMER | slide-31 CT Radiation Risk on Compared to all other sources, videos by radiology sources were: • More likely to be accurate (96% versus 57%, P=0.001) • Present a favorable or neutral position toward CT radiation (91% versus 53%, P=0.003) • Focus on risk-benefit analysis of CT radiation (70%) Goenka ARRS 2016
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  37. 37. ©2016 MFMER | slide-37 Antheunis Patient Education and Counseling 2013:92(3);426–431 Health Related Use of Social Media Healthcare ProfessionalsPatients
  38. 38. ©2016 MFMER | slide-38 Fig 1 Prabhu J Am Coll Radiol 2015;12:756-759 US Academic Radiology Departments • In 2014 only 15/183 academic radiology departments had @twitter accounts • Only 10 (5.5%) had ≥ 1 post in the prior 3 months
  39. 39. ©2016 MFMER | slide-39 Our patients are using social media to inform their healthcare decisions; we need to meet them there to become their trusted source of information.
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  44. 44. ©2016 MFMER | slide-44 @YourNameHere
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