Reining in online influencers


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Presented by Capstrat President, Karen Albritton at the first-ever HealthCampRDU on May 14, 2010.

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Reining in online influencers

  1. 1. May 15, 2010 <br />Reining in online influencers: <br />the emerging role of strangers<br />in life and death decisions<br />
  2. 2. The Patient Perspective<br />“The Web is great. By the time I got to the ER, a Google search told me the numbness was either Bells Palsy or a stroke. <br />I used WebMD in the ER waiting room figuring out what to ask the doctor.” <br />
  3. 3. The Physician’s Perspective<br />“The Web is changing patient/doctor interactions. About 25% of patients come in with research prior to their appointment.<br />Misinformation on the Internet makes it harder and more challenging to deal with a patient who has developed preconceived notions.”<br />
  4. 4. The Web and Health Care<br />
  5. 5. Patients use the Web for a variety of reasons<br />80% of adults access health information online to:<br /><ul><li>Learn about specific diseases or conditions
  6. 6. Determine whether professional medical care is needed
  7. 7. Self-diagnose
  8. 8. Learn about treatment options
  9. 9. Look for peer support with similar conditions</li></ul>Pew Internet & American Life Project: Online Health Search, 2006.<br />The Doctor as the second opinion and the Internet as the first. Lisa Neal Gualtieri, 2009.<br />
  10. 10. Think back to the last time you needed information on a health issue. Which of the following sources did you use?<br />52%<br />45%<br />38%<br />37%<br />29%<br />18%<br />12%<br />6%<br />Capstrat Poll: April, 2010.<br />
  11. 11. What’s the single most influential source when you need to make a health decision?<br />Doctor<br />44%<br />Insurance Website<br />1%<br />Family/Friends<br />2%<br />Pharmacist<br />2%<br />Online forum<br />4%<br />Advocacy group<br />8%<br />Google<br />22%<br />Nurse<br />8%<br />Not sure<br />9%<br />Capstrat Poll: April 2010.<br />
  12. 12. Pew Internet & American Life Project: Online Health Search, 2006.<br />
  13. 13. What about physicians?<br />86% of physicians access health information online<br /><ul><li>Gather health, medical or prescription information
  14. 14. 92% access the Internet from their office
  15. 15. 21% search for information while a patient is in the room
  16. 16. 88% search for information at home
  17. 17. 71% start their research with a search engine
  18. 18. 92% of these use Google
  19. 19. 50% of doctors turn to Wikipedia for medical information</li></ul>American Medical News: Pamela Dolan, Posted January 4, 2010.<br />Manhattan Research: April 2009. <br />
  20. 20. Physicians react to patient challenges<br /><ul><li>Physicians cite increased frustration.
  21. 21. Physicians are feeling the need to justify and defend their own diagnosis and treatment recommendations.
  22. 22. When challenged, some physicians felt at risk of “losing face” and/or being “put on the spot.”
  23. 23. Some physicians discuss strategies of “firing” the patient, referring patients to specialists or charging for extra time. </li></ul>Journal of Medical Internet Research: Are Physicians ready for patients with Internet-based health information?, Ahmad, Fara, Hudak, Pamela, et al., 2006.<br />
  24. 24. Discussion: <br /><ul><li>How do you think the Web affects the physician/patient relationship?
  25. 25. How do online health information sources establish themselves as credible?
  26. 26. How do online health information sources establish themselves as credible?</li></li></ul><li>Next stop: Social media<br />
  27. 27. Health information is ripe for social channels.<br /><ul><li>The majority of American adults surfing the Internet are looking for user-generated content written by others with similar conditions.
  28. 28. Two-thirds of e-patients talk with someone else about what they find online, most often a friend or a spouse.
  29. 29. 41% of e-patients have read someone else’s commentary or experience about health issues on a website or blog.
  30. 30. People with chronic conditions are more likely to blog or participate in online discussions about health problems.</li></ul>Pew Internet & American Life Project: The social life of health information, 2009.<br />
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  33. 33. When assessing a personal health care issue, how reliable do you consider the results of the following?:<br />74%<br />11%<br />15%<br />16%<br />19%<br />65%<br />71%<br />14%<br />15%<br />12%<br />19%<br />70%<br />59%<br />20%<br />21%<br />37%<br />39%<br />24%<br />36%<br />38%<br />26%<br />23%<br />32%<br />46%<br />Capstrat Poll: April 2010.<br />
  34. 34. More than Facebook and Twitter<br />The New York Times: Social networks a lifeline for the chronically ill. Claire Miller; March 24, 2010.<br />The New York Times: Social networking for patients. Claire Miller, October 24, 2010. <br />
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  39. 39. What do you consider the single most appealing factor about health communities?<br />10%<br />27%<br />43%<br />7%<br />12%<br />Capstrat Poll: April, 2010.<br />
  40. 40. The rise of the fPatient<br />
  41. 41.
  42. 42. What is significant about Sara Baker?<br /><ul><li>Her Facebook profile is fake.
  43. 43. She is a faux patient representing health care consumers who are ready to experience the next wave of e-health.
  44. 44. Sara is a marketing tactic from a health care technology company – Medseek.</li></li></ul><li>Discussion:<br /><ul><li>What are the right uses for social media in health care?
  45. 45. What are the implications of this new faux patient concept?
  46. 46. What do you think this means for the future of health care?
  47. 47. What are the implications for obtaining misinformation from health social networks?</li></li></ul><li>What’s next? <br />
  48. 48. The changing landscape of health information on the Web<br /><ul><li>Online community support groups will continue to rise.
  49. 49. Use of the Internet and email by health care professionals will proceed more slowly than consumer-oriented applications.
  50. 50. Health care organizations will use the Internet as a replacement for or a complement to existing information systems, communications infrastructures and transaction services. </li></ul>The Future of the Internet. Mary Cain and Robert Mittman, 2001.<br />
  51. 51. Discussion:<br /><ul><li>How do changing demos affect the use of online sources?
  52. 52. What are your thoughts around electronic medical records and electronic communication channels with physicians?
  53. 53. Should physicians diagnose patients who “friend” them on social networks? Can doctors be held liable?
  54. 54. Is it OK for physicians to tweet while doing surgeries?</li></li></ul><li>Thank you<br />
  55. 55. 5%<br />3%<br />27%<br />66%<br />Pew Internet & American Life Project: October 2006. <br />