Today we are seeing an explosion in doctors using public social media channels to talk with each other about clinical and practice matters. In this webcast, Daniel Ghinn presents some milestones in doctors' use of social media from recent years and reveals first-time insights from millions of analysed conversations between doctors online using Creation Pinpoint.
Also available as video webcast here: http://www.slideshare.net/CreationHealthcare/doctors-in-social-media-the-story-so-far
Hello, and welcome to Healthcare Professionals in Social Media, the story so far, from Creation Pinpoint.My name is Daniel Ghinn, and I am the Founder and CEO of Creation Healthcare.Creation Pinpoint is the world's first ever tool dedicated to studying conversations between healthcare professionals in public social media environments.It's produced by Creation Healthcare, the research and training consultancy for the digital healthcare age, which has been studying the digital behaviours of healthcare stakeholders like patients, physicians and healthcare providers for over fifteen years.Now, to give you some background to Creation Pinpoint...In recent years, we have seen a significant growth in the rate at which healthcare professionals are using public social media channels, to discuss clinical and practice matters. In 2012, this seemed to reach a kind of tipping point, with a critical mass of healthcare professionals online. But among all the digital research tools we were using at Creation Healthcare, there was no tool available to accurately study what these healthcare professionals were saying or doing in social media. So we designed and built one - we created the world's only tool dedicated to researching public social media conversations between healthcare professionals.That tool is Creation Pinpoint. Creation Pinpoint distills the collective knowledge of doctors all over the world who are using public social media channels, and makes that knowledge available as a live online dashboard, as email alerts or as beautiful reports that can be used by anybody who wants to learn what doctors are saying about a particular topic. That might be other doctors, healthcare providers, or healthcare companies. Let's take a look back over recent years at some of the things we have seen that told us just how important social media has become for healthcare professionals.
In 2010 I was speaking at the mHealth Conference in Dubai, alongside other experts in digital health. At this conference there was a panel discussion with healthcare professionals, and I was struck by this comment made by a particular UK-based doctor addressing the pharmaceutical industry."Why should I see your pharma rep when I can learn more from Wikipedia than he's even allowed to tell me?"There was a sense here that information shared by other people on the Internet was valuable to doctors and gave them a freedom to find the information they wanted, where and when they wanted it.
And then in 2011, the Journal of Medical Internet Research carried out a survey on social media use among a random sample of 1,695 practicing oncologists and primary care physicians in the US. 61% of those who responded said that they scan or explore medical information via social media, and 46% said that they contribute to new information.So there's a sense here, back in 2011, that in the US at least, social media was playing an important role already in doctors accessing and sharing medical information.
Let's skip forward to 2012, and in the UK, the General Medical Council, which regulates doctors, issued draft guidance because it realised that doctors were increasingly using public social media channels. The guidance pointed out to doctors that as well as potential benefits to patients, the use of social media can benefit your professional relationships with colleagues.
And shortly afterwards, the Medical Protection Society, which works with healthcare professionals in the UK, carried out a survey among 1,250 members and found that 68% of them were on Facebook, with 73% of those using it every week and over half of them using it daily.A smaller number were on Twitter at that stage.
Around the same time, mid 2012, at the International Conference on Emergency Medicine in Dublin, Ireland, Mike Cadogan, an emergency physician based in Australia, presented to his peers the #FOAMed twitter chat - a collaborative, global education initiative among physicians, learning form each other in real time, even emergency situations, via tweets.One of the attractions to physicians taking part in #FOAMed was the freedom to learn from each other without industry sponsorship.
Then later in 2012, an update on US Physicians on Twitter.WCG ran an initiative they called MDigital Life, a database of US physicians on Twitter. In a study they carried out with Kaiser Permanente among 1,400 US healthcare professionals, they found some interesting behavioural trends and a suggestion that most of these were active online beyond Twitter too - we see that 80% include a link to another site or platform in their Twitter bio.
The MDigitalLife study was interesting, but it represented a drop in the ocean when it came to the vast number of healthcare professionals worldwide using social media - not only on Twitter, but blogs, open forums and other open networks.So when we built Creation Pinpoint, we designed it for a digital healthcare age in which millions of healthcare professionals will be using social media. Today it already has over 110,000 social media profiles covering healthcare professionals all over the world.So let's take a look at what we can learn today from healthcare professionals in social media.
To start with, let's look at some of the physician chats taking place on Twitter. In recent months we've seen a massive increase in Twitter chats used by healthcare professionals, taking place worldwide. We see here the volume of tweets across a few major HCP Twitter chats, and you can see that specialist chats using hashtags like #meded, which is medical education, and #FOAM, which is used mostly by emergency physicians, are growing fastest.
Here we see a global view of people taking part in the #meded chat. You see that there really are healthcare professionals all over the world taking part.We do also see non-healthcare professionals taking part in these chats, since they are open to anybody. So let's take a look at some data on truly distilled healthcare professional only conversations taking place in social media.
Let's look at physicians talking about a disease area. This chart is produced using data from Creation Pinpoint, and shows the volume of conversations between healthcare professionals during the same 2-month window, January-February, over three consecutive years.You can see that the rate of growth is significant - in fact we see a 235% growth in volume of diabetes-related tweets from healthcare professionals between 2011 and 2013.
Some people ask us, we know that doctors in the US are using Twitter, but what about elsewhere - what about Europe, Asutralia, Japan?The answer is yes we really do see this worldwide. Here's a map showing volume across Europe within that same dataset of diabetes conversations among healthcare professionals. The darker areas are higher volumes, so we see the UK, Spain and netherlands are most active.
And what about outside of Twitter? Well, heres' a look at the top ten most popular open blogs, forums and sites used by healthcare professionals in our diabetes study.We can see here that the BMJ - the British Medical Journal - accounts for over half of mentions among the top-ten non-Twitter sites for healthcare professionals talking about diabetes.
We used Creation Pinpoint to take a look at the kinds of topics being discussed by physicians on blogs and forums compared with topics on Twitter.And what we found was that the most popular topics are not the same.On Twitter, we see more conversational behaviour, and we also see organisation names mentioned. In the top word cloud here we see Diabetes UK, and we see Sanofi, mentioned. These organisations are highly active in engaging healthcare professionals on twitter.
So that's the story so far of healthcare professionals using social media. The question now is, how will this change your future?How would you use insights like these to help you learn from what doctors say and do in social media?There's a lot more you can discover using Creation Pinpoint, from conversation trends around diseases, indications, therapies or product mentions, to finding and profiling individual opinion leaders and online influencers among healthcare professionals. Our online dashboard gives you worldwide coverage tracking millions of conversations taking place among over a hundred thousand individuals, and in tens of thousands of sites, blogs, and forums.You can choose to receive outputs like email alerts when doctors mention a topic you are interested in, or a fantastic range of beautiful reports with analysed insights.To find out more about Creation Pinpoint, visit creation pinpoint.com or email firstname.lastname@example.org.
Doctors in social media: the story so far, with Creation Pinpoint (slides)
PresentsHealthcare Professionals in Social Media: The story so far… Daniel Ghinn, CEO, Creation Healthcare email@example.com Twitter @EngagementStrat Produced by