Eric Robertson, PT, DPT, OCS<br />2009 AAOMPT Annual Conference<br />Washington, DC<br />Physical Therapist 2.0<br />Consi...
Does Anyone Have the Hog?<br />
Twitter.com/EricRobertson<br />Eric Robertson, PT, DPT, OCS<br />Assistant Professor<br />Texas State University, <br />Sa...
Disclaimers<br />I’m not an official geek.<br />I don’t endorse any of the products or applications that I will show you.<...
Objectives<br />Define the terms Health 2.0 and Medicine 2.0, and understand the role of the physical therapist in this ch...
Questions<br />We are hands on. How do we deliver care through a computer?<br />What are the opportunities and limitations...
Beyond payment policy reform, delivery is about to dramatically evolve.<br />Healthcare is Changing<br />
Something’s Happening…<br />
Patient-Centered Healthcare<br />Health 2.0 = (Me + MD)Us<br />
Health 2.0 - Defined<br />“The use of social software and light-weight tools to promote collaboration between patients, th...
Web 2.0 in a Nutshell<br /><ul><li>Make Sites Sticky
Notification of updated content (feeds)  </li></li></ul><li>Web 2.0<br />The Past…<br />Now…<br />
Characteristics:<br />Web 2.0 …<br /><ul><li>Applications without software…it lives on the web
Users add value
Social networking aspect
User-friendly interface</li></li></ul><li>Disruptive Innovations<br />Development of new technologies can cause a reductio...
Disruptive Innovations…<br />“...it is often entirely rational for incumbent companies to ignore disruptive innovations, s...
Vic  Gundotra, Google VP of Engineering at Google I/O, 2009<br />
And we’re always moving forward….<br />3.0<br />
The Semantic Web<br /><ul><li>Web 1.0  is like buying a can of Campbell's Soup
Web 2.0 is like making homemade soup and inviting your soup-loving friends over
The semantic web is like having a dinner party, knowing that Tom is allergic to gluten, Sally is away til next Thursday an...
What does the utilization of these tools look like?<br />Health 2.0 Accelerator<br />www.h2anetwork.org<br />Health 2.0 us...
Use of Web 2.0 Tools in Healthcare<br />Adapted from Wikipedia.com:  http://en.wikipedia.org/wiki/Health_2.0<br />
Gathering Information<br />
<ul><li>44% say the information changed the way they think about diet, exercise, or stress mngt.
39% say the info changed the way they cope with a chronic condition or manage pain.
35% say the information affected a decision about whether to see a doctor.</li></li></ul><li>Wikipedia!<br />
Caudate Nucleus on Wikipedia<br />How sweet is this?!<br />
Wikipedia and the NIH<br />Wikipedia Academy – July, 2009<br />“The next time you read a health-related article on Wikiped...
RSS: Really Simple Syndication<br /><ul><li>Requires an AGGREGATOR to display the Feeds</li></ul>                         ...
Google Reader!<br />
www.healthline.com/<br />www.healthline.com/<br />
http://www.myhealthexperience.com/<br />
Apomediation<br />Intermediation  <br />Stands in between the consumer and information<br />Disintermediation<br />Remove ...
gling.com – Free meal planning via social networking. The dietician has been apomediated!<br />
Twitter.com/EricRobertson<br />Just WHAT, will we use Twitter for?<br /><ul><li>Microblogging
On-the-go communication
Crowdsourcing
Patient interactions?</li></li></ul><li>Using Twitter<br />Best used with Twitter Apps, like Tweetdeck<br /><ul><li>Create...
Use Hash Tags
Create Lists</li></li></ul><li>Using Twitter<br />Things I’ve done on Twitter:<br /><ul><li>Gotten directions through a ho...
Located a developer for iPhone apps
Met friends
Found a community of individuals interested in Health 2.0
Found new physical therapist friends online
Participated in debates of various topics
Became a mentor to PT students
Discovered new restaurants and coffee shops
Posted reviews of businesses
Linked to my web content</li></li></ul><li>Quality of Tweets<br />Analysis of Tweets during H1N1 Outbreak<br />Pre- and Po...
Education<br />
The Student<br /><ul><li>Students have changed radically
They are no longer the people our educational system was designed to teach
Have grown up in a digital age
Digital immigrant teachers speak a different language</li></li></ul><li>The Educator<br />Regis Faculty comment:<br />“I j...
Lack of knowledge
Lack of support
Effectiveness of technology?</li></li></ul><li>
Web 2.0 CME/CPD<br />This medium has largely remained unchanged<br />Question:<br />Is listening to a webinar of a recorde...
Example: Regis University<br />
Physio-pedia.com<br /><ul><li>World-wide Evidence-based Encyclopedia written by, and for Physical Therapists
Can serve as a turn key wiki for PT educators
An evidence-based FREE resource for the profession</li></li></ul><li>Where have all the textbooks gone?<br />A resource fo...
Evidence In Motion, Orthopaedic Residency
Royal College of Surgeons in Ireland, School of Physiotherapy
University of Hertfordshire, School of Health and Emergency Professions</li></ul>Student-generated content<br />Instructor...
Educator’s Portfolio<br /><ul><li>Professional Branding
Links to Dynamic Web Content
Exposure for your institution
Links to your Physiopedia Contributions, or your student’s contributions</li></li></ul><li>Care delivery & Collaboration<b...
E-patients<br />
Participatory Healthcare via the e-patient<br />Group of consumers who have used the web to help manage or learn about a c...
This is a very powerful individual!!</li></li></ul><li>Jay Parkinson<br />I started a practice in NYC on September 24, 200...
see my Google calendar
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PT 2.0: Considerations for an Evolving Marketplace

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A look at how Health 2.0 impacts physical therapist practice, marketing, and branding.. As presented at AAOMPT 2009, 10/17/2009, Washington DC

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PT 2.0: Considerations for an Evolving Marketplace

  1. Eric Robertson, PT, DPT, OCS<br />2009 AAOMPT Annual Conference<br />Washington, DC<br />Physical Therapist 2.0<br />Considerations for an Evolving Marketplace<br />
  2. Does Anyone Have the Hog?<br />
  3. Twitter.com/EricRobertson<br />Eric Robertson, PT, DPT, OCS<br />Assistant Professor<br />Texas State University, <br />San Marcos, TX<br />
  4. Disclaimers<br />I’m not an official geek.<br />I don’t endorse any of the products or applications that I will show you.<br />I appreciate interruptions and discussion!<br />
  5. Objectives<br />Define the terms Health 2.0 and Medicine 2.0, and understand the role of the physical therapist in this changing healthcare realm.<br />Understand the role of social media in physical therapist branding and marketing<br />Develop a strategy to respond appropriately to a changing consumer marketplace using Web 2.0 and social media tools.<br />
  6. Questions<br />We are hands on. How do we deliver care through a computer?<br />What are the opportunities and limitations to delivering physical therapy services in the evolving world of Health 2.0?<br />
  7. Beyond payment policy reform, delivery is about to dramatically evolve.<br />Healthcare is Changing<br />
  8. Something’s Happening…<br />
  9. Patient-Centered Healthcare<br />Health 2.0 = (Me + MD)Us<br />
  10. Health 2.0 - Defined<br />“The use of social software and light-weight tools to promote collaboration between patients, their caregivers, medical professionals, and other stakeholders in health&quot;<br />Source: Adapted from Jane Sarasohn-Kahn&apos;s &quot;Wisdom of Patients&quot; report, by Matthew Holt, Last updated June 6, 2008 http://health20.org/wiki/Main_Page<br />
  11. Web 2.0 in a Nutshell<br /><ul><li>Make Sites Sticky
  12. Notification of updated content (feeds) </li></li></ul><li>Web 2.0<br />The Past…<br />Now…<br />
  13. Characteristics:<br />Web 2.0 …<br /><ul><li>Applications without software…it lives on the web
  14. Users add value
  15. Social networking aspect
  16. User-friendly interface</li></li></ul><li>Disruptive Innovations<br />Development of new technologies can cause a reduction in performance. <br />
  17. Disruptive Innovations…<br />“...it is often entirely rational for incumbent companies to ignore disruptive innovations, since they compare so badly with existing technologies or products, and the deceptively small market available for a disruptive innovation is often very small compared to the market for the established technology.”<br />http://en.wikipedia.org/wiki/Disruptive_technology<br />
  18. Vic Gundotra, Google VP of Engineering at Google I/O, 2009<br />
  19. And we’re always moving forward….<br />3.0<br />
  20. The Semantic Web<br /><ul><li>Web 1.0  is like buying a can of Campbell's Soup
  21. Web 2.0 is like making homemade soup and inviting your soup-loving friends over
  22. The semantic web is like having a dinner party, knowing that Tom is allergic to gluten, Sally is away til next Thursday and Bob is vegetarian.</li></li></ul><li>Health 2.0 – Let’s Look Deeper<br />Health 2.0:“Health 2.0 defines the combination of health data and health information with (patient) experience through the use of ICT, enabling the citizen to become an active and responsible partner in his/her own health and care pathway.”<br />Medicine 2.0: &quot;Medicine 2.0 applications, services and tools are Web-based services for health care consumers, caregivers, patients, health professionals, and biomedical researchers, that use Web 2.0 technologies as well as semantic web and virtual reality tools, to enable and facilitate … openness within and between these user groups. ”<br /> http://www.icmcc.org/pdf/ICMCCSWWS08.pdf<br />http://gunther-eysenbach.blogspot.com/2008/03/medicine-20-congress-website-launched.html<br />
  23. What does the utilization of these tools look like?<br />Health 2.0 Accelerator<br />www.h2anetwork.org<br />Health 2.0 use Examples<br />
  24. Use of Web 2.0 Tools in Healthcare<br />Adapted from Wikipedia.com: http://en.wikipedia.org/wiki/Health_2.0<br />
  25. Gathering Information<br />
  26. <ul><li>44% say the information changed the way they think about diet, exercise, or stress mngt.
  27. 39% say the info changed the way they cope with a chronic condition or manage pain.
  28. 35% say the information affected a decision about whether to see a doctor.</li></li></ul><li>Wikipedia!<br />
  29. Caudate Nucleus on Wikipedia<br />How sweet is this?!<br />
  30. Wikipedia and the NIH<br />Wikipedia Academy – July, 2009<br />“The next time you read a health-related article on Wikipedia, it might have been improved through a new collaboration between the National Institutes of Health and the Wikimedia Foundation.”<br />
  31. RSS: Really Simple Syndication<br /><ul><li>Requires an AGGREGATOR to display the Feeds</li></ul> …like an inbox for the web. <br />
  32. Google Reader!<br />
  33. www.healthline.com/<br />www.healthline.com/<br />
  34. http://www.myhealthexperience.com/<br />
  35. Apomediation<br />Intermediation <br />Stands in between the consumer and information<br />Disintermediation<br />Remove the middle man entirely<br />Apomediation (latin: separated, detached)<br />Networked Collaborative “Authorities”<br />Positioned to Guide users to information solutions<br />Usually Web 2.0 solutions<br />Consumer ratings on Amazon, Digg, Twitter<br />
  36. gling.com – Free meal planning via social networking. The dietician has been apomediated!<br />
  37. Twitter.com/EricRobertson<br />Just WHAT, will we use Twitter for?<br /><ul><li>Microblogging
  38. On-the-go communication
  39. Crowdsourcing
  40. Patient interactions?</li></li></ul><li>Using Twitter<br />Best used with Twitter Apps, like Tweetdeck<br /><ul><li>Create Searches
  41. Use Hash Tags
  42. Create Lists</li></li></ul><li>Using Twitter<br />Things I’ve done on Twitter:<br /><ul><li>Gotten directions through a hospital
  43. Located a developer for iPhone apps
  44. Met friends
  45. Found a community of individuals interested in Health 2.0
  46. Found new physical therapist friends online
  47. Participated in debates of various topics
  48. Became a mentor to PT students
  49. Discovered new restaurants and coffee shops
  50. Posted reviews of businesses
  51. Linked to my web content</li></li></ul><li>Quality of Tweets<br />Analysis of Tweets during H1N1 Outbreak<br />Pre- and Post-pandemic, 2009<br />Analyzed 1800 tweets per day<br />Coded for analysis (high-level, personal exp, etc)<br />21% Personal experience<br />16% Personal opinion<br />Of remainder, only 5% were unreferenced <br />&lt;1% categorized as giving Mis-Information!<br />Caveat: Government and Public Health sites were not the main source of linked references.<br />Cynthia Chew, Medicine 2.0 Congress Proceedings, 9/2009 www.infovigil.com<br />
  52. Education<br />
  53. The Student<br /><ul><li>Students have changed radically
  54. They are no longer the people our educational system was designed to teach
  55. Have grown up in a digital age
  56. Digital immigrant teachers speak a different language</li></li></ul><li>The Educator<br />Regis Faculty comment:<br />“I just visit the Internet, my students live there”<br />Barriers:<br /><ul><li>Prioritization – Update content or add technology?
  57. Lack of knowledge
  58. Lack of support
  59. Effectiveness of technology?</li></li></ul><li>
  60. Web 2.0 CME/CPD<br />This medium has largely remained unchanged<br />Question:<br />Is listening to a webinar of a recorded lecture Web 2.0?<br />Many regulatory barriers here in the U.S. that do not exist in Europe<br />Ripe for innovation<br />
  61. Example: Regis University<br />
  62. Physio-pedia.com<br /><ul><li>World-wide Evidence-based Encyclopedia written by, and for Physical Therapists
  63. Can serve as a turn key wiki for PT educators
  64. An evidence-based FREE resource for the profession</li></li></ul><li>Where have all the textbooks gone?<br />A resource for clinicians, instructors and students!<br />Currently being utilized by instructors and students from:<br /><ul><li> Medical College of Georgia, School of Allied Health Science
  65. Evidence In Motion, Orthopaedic Residency
  66. Royal College of Surgeons in Ireland, School of Physiotherapy
  67. University of Hertfordshire, School of Health and Emergency Professions</li></ul>Student-generated content<br />Instructor-generated Content<br />
  68. Educator’s Portfolio<br /><ul><li>Professional Branding
  69. Links to Dynamic Web Content
  70. Exposure for your institution
  71. Links to your Physiopedia Contributions, or your student’s contributions</li></li></ul><li>Care delivery & Collaboration<br />
  72. E-patients<br />
  73. Participatory Healthcare via the e-patient<br />Group of consumers who have used the web to help manage or learn about a condition.<br /><ul><li>Some individuals, like e-patient Dave, have chosen to make their experiences in healthcare public.
  74. This is a very powerful individual!!</li></li></ul><li>Jay Parkinson<br />I started a practice in NYC on September 24, 2007:<br /><ul><li>patients would visit my website
  75. see my Google calendar
  76. choose a time and input their symptoms
  77. my iphone would alert me
  78. I would make a house call
  79. they’d pay me via paypal</li></ul>This concept evolved into Hello Health.<br />I design elegantly smart products, processes, and services that meet the needs of patients, doctors, and the public health.<br />I’ve been called the Doctor of the Future and one of the top 10 most creative people in health care.<br />
  80. Hello Health<br />We’ve built Hello Health from the ground up to help you do what you do best— form relationships and practice real medicine. It’s practicing medicine using today’s technology and today’s communication – and getting paid for communicating with your patients whether it’s in your office or using email, IM, or video chats within hellohealth.com.<br />
  81. Smart Phones as Medical Devices<br />64% of U.S. physicians are using smart phones.<br />Oct 9, 2009, WSJ <br />“Stanford Hospital & Clinics, in Palo Alto, Calif., started a trial with Apple and Epic Systems Corp., a provider of health-care information systems, to test software that will let medical staff access patient charts on Apple&apos;s iPhone.”<br />ImageVis3D Mobile for example<br />
  82. Smart Phones as Clinical Tools<br />
  83. Electronic Health Records<br /><ul><li>Get the data to the cloud!
  84. Interoperability
  85. Standards
  86. HHS Certified
  87. Certification Commission for Health Information Technology (CCHIT)
  88. Stimulus $$?
  89. Not so much.</li></li></ul><li>Keas (pronounced KEE-ahs), Inc<br />www.keas.com<br />“The Obama administration has drafted its guidelines for producing electronic health records — patient records held by doctors and hospitals — with applications like Keas in mind. To qualify for government subsidies, the electronic records must be able to generate patient education materials that help guide care, and eventually share information with personally controlled health records of the sort offered by Google Health and Microsoft Health Vault.” NYT, 10/6/09<br />
  90. Online Physical Activity Advice<br />3 month intervention for Dutch office workers<br />Utilized a Physical Activity Monitor (PAM)<br />No significant effect observed in physical activity after 8 months, however:<br />“More attention should have been given to the quality and appropriateness of the tailored advice.”<br />Sander M Slootmaker et al., “Feasibility and Effectiveness of Online Physical Activity Advice Based on a Personal Activity Monitor: Randomized Controlled Trial,” Journal of Medical Internet Research 11, no. 3 (7, 2009), http://www.jmir.org/2009/3/e27/HTML.  <br />
  91. Virtual Fibromyalgia Gym<br />Part of Project OneSelf, an effort to improve patient interaction/lifestyle for people with fibromyalgia<br />http://www.slideshare.net/Smirne/learning-onlinea-tool-to-improveselfmanagement-in-patients-suffering-from-fibromyalgia<br />2 Components to System<br />Assessment<br />Patient Questionnaires, health ratings<br />Feedback<br />Customized exercise advice and monitoring<br />Used Rheumatologists to form exercise guidelines<br />An example of how Physical Therapists might interact with patients from a distance<br />
  92. Influence on Marketing and Brand<br />
  93. Changing Patient Behaviors<br />
  94. New Marketing<br />Health 2.o<br />Conventional<br />
  95. Google Local / Google Business <br />You must list your business with Google Local<br />Provides a local result for individuals searching<br />Needs to be linked to your website<br />Improves the SEO for your site<br />Make sure information is current<br />Pay careful attention to keyword listings<br />You can even give specials for people who find you via Google Local<br />
  96. Social Media Strategy<br />Determine your client preferences<br />Be transparent and approachable, but not “too friendly”<br />Learn to use each tool in depth…<br />Example: Learn how to search make a Facebook fan page, learn how to use hash tags in Twitter or Digg an article<br />Deliver value with every posting<br />Physical therapy links, research reviews, links to podcasts<br />
  97. Social Media Strategy<br />Accept that you can’t measure ROI<br />But you can measure web activity<br />Alerts for your content<br />Google Analytics<br />Social media is about building a brand, not selling something! <br />
  98. Brand<br />Social Media<br />Community Building<br />Interactive Features<br />
  99. Posterous.com: A Simple Solution<br />Establish a web presence in 1 quick step!<br />Blog solution + more<br />Post via email<br />Post simultaneously to blogs and social media<br />Post from anywhere<br />Easy to set-up<br />Customize your design<br />http://www.openforum.com/idea-hub/topics/the-world/article/twelve-tips-and-tricks-to-get-the-most-out-of-posterous-guy-kawasaki<br />
  100. Thanks, but no thanks, WebMD!<br />
  101. Dangers of Social Media and Web Apps? <br />Some fears reflect personal comfort, some reflect misinformation, others…just need to be accepted.<br />
  102. Managing Your Online Identity<br />Have a Message<br />Spread the Message<br />Be Consistent<br />!!!Who do you really want to see this pic?<br />http://lifehacker.com/357460/manage-your-online-reputation<br />
  103. 5 Fool-Proof Ways to Stay Out of Trouble for Your Posts<br />Get Permission<br />Be Nice<br />Manage the Permissions of Your Medium<br />“Will I Offend Anyone?”<br />Create Alerts for Your Stuff<br />
  104. A much Richer Healthcare experience…<br />
  105. The Patient is empowered<br />
  106. The providers must be Prepared…<br />
  107. Eric Robertson<br />Tim Noteboom<br />Russel Smith<br />Rachael Lowe<br />Upcoming: 2010 Annual APTA Conference<br />Washington, DC<br />PT Hacker Educational Focus Series<br />Using Technology to Make You a Better PT<br />

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