Columbia University Medical Center Social Media for Health Care Professionals Conference

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Slides used during presentations at the first CUMC/ColumbiaDoctors Social Media Conference, held on Aug. 8, 2013. Speakers included Sree Sreenivasan, Ivan Oransky, Doug Levy, Gina Czark, Azra Raza, Skeptical Scalpel, Tamar Schiller, Michele Hoos.

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Columbia University Medical Center Social Media for Health Care Professionals Conference

  1. 1. 1 http://bit.ly/CUMC_SM
  2. 2. Lee Goldman, MD Executive Vice President for Health and Biomedical Sciences and Dean of the Faculties of Health Sciences and Medicine Welcome
  3. 3. Doug Levy Chief Communications Officer Columbia University Medical Center Introduction
  4. 4. 4 Social media at CUMC by the numbers • Followers of CUMC or CUMC faculty Twitter accounts – 3,165,253 • Visitors to CUMC online newsroom from Facebook, July 2013 – 1,503 • Monthly page views to one faculty blog – 33,000
  5. 5. 5 It’s all about connections
  6. 6. Social Media & Health Carethese slides bit.ly/sreehealthcare@ColumbiaMed | #CUMCsoc SREE SREENIVASANNOW: Chief Digital Officer, @Columbia AUG 12, 2013: Chief Digital Officer, @MetMuseum Twitter: @sreesree@sree.net | www.sree.net Facebook.com/sreetips | Facebook.com/sreenet Social Media Guide: bit.ly/sreesoc
  7. 7. Education is one of many professionsbeing disrupted right now. You need to know: Khan Academy, Coursera, EdX, Udacity[This is @salkhanacademy]
  8. 8. Graphic by @GKofiAnnan
  9. 9. @Pontifex provides new reason to follow him
  10. 10. Everyone wants to connect Below: Ads in AP's Twitter feed; left: AP news printed on restaurant receipts
  11. 11. @sree * Facebook.com/sreetips * bit.ly/sreesoc * #sreetips • Social • Mobile • Video • Geolocation/local Tech trends to keep an eye on:
  12. 12. @sree * Facebook.com/sreetips * bit.ly/sreesoc * #sreetips • Find new ideas, trends, research • Connect with patients and would-be patients new, deeper ways • Bring attention to health care messages and campaigns • Help create, craft and enhance their brands What Social Media Can Do for Doctors & Health Care Professionals
  13. 13. @sree * facebook.com/sreetips * bit.ly/sreesoc * #sreetips Social Media & Health Care TwitterDoctors.net
  14. 14. @sree * facebook.com/sreetips * bit.ly/sreesoc * #sreetips Social Media & Health Care
  15. 15. @sree * facebook.com/sreetips * bit.ly/sreesoc * #sreetips Social Media & Health Care
  16. 16. @sree * facebook.com/sreetips * bit.ly/sreesoc * #sreetips Social Media & Health Care
  17. 17. Because of RTs by @jack & @nickkristof
  18. 18. Facebook.com/sreetips @sree * Facebook.com/sreetips * bit.ly/sreesoc * #sreetips Facebook.com/james.stavridis Admiral James Stavridis, commander of NATO’s operations in Libya
  19. 19. Social Media Trends Prof. Sree Sreenivasan Columbia Journalism School sree@sree.net Twitter: @sree Facebook.com/sreetips @sree * Facebook.com/sreetips * bit.ly/sreesoc * #sreetips
  20. 20. @sree * Facebook.com/sreetips * bit.ly/sreesoc * #sreetips
  21. 21. @sree * facebook.com/sreetips * bit.ly/sreesoc * #sreetips
  22. 22. @sree * Facebook.com/sreetips * bit.ly/sreesoc * #sreetips Social Media Keeps Going Global
  23. 23. Source: CheckFacebook.com
  24. 24. Digital Skill SetSource: CheckFacebook.com Source: CheckFacebook.com
  25. 25. @sree * Facebook.com/sreetips * bit.ly/sreesoc * #sreetips
  26. 26. @sree * Facebook.com/sreetips * bit.ly/sreesoc * #sreetips vincos.it for this map
  27. 27. @sree * Facebook.com/sreetips * bit.ly/sreesoc * #sreetips vincos.it for this map
  28. 28. @sree * facebook.com/sreetips * bit.ly/sreesoc * #sreetips Hey, Are You Listening?
  29. 29. @sree * facebook.com/sreetips * bit.ly/sreesoc * #sreetips Hey, Are You Listening?
  30. 30. @sree * facebook.com/sreetips * bit.ly/sreesoc * #sreetips
  31. 31. @sree * facebook.com/sreetips * bit.ly/sreesoc * #sreetips
  32. 32. @sree * facebook.com/sreetips * bit.ly/soctravel * #sreetips Newish Tools I'm Using: Instagram
  33. 33. @sree * facebook.com/sreetips * bit.ly/soctravel * #sreetips Newish Tools I'm Using: Tout
  34. 34. @sree * facebook.com/sreetips * bit.ly/soctravel * #sreetips Newish Tools I'm Using: SoundCloud
  35. 35. @sree * facebook.com/sreetips * bit.ly/soctravel * #sreetips Newish Tools I'm Using: RebelMouse
  36. 36. Pinterest: Fastest growing independent social network * my take: bit.ly/sreepint
  37. 37. Not just WHAT you post, but HOW you post can affect what gets seen...
  38. 38. @sree * facebook.com/sreetips * bit.ly/sreesoc * #sreetips New World of Hiring
  39. 39. @sree * Facebook.com/sreetips * bit.ly/sreesoc * #sreetips Who would you say yes to?
  40. 40. @sree * Facebook.com/sreetips * bit.ly/sreesoc * #sreetips Further reading about social media & healthcare • How Floating Doctors is using social media to drive awareness  > link • TwitterDoctors.net > link • Doctors not doing much beyond marketing > link • Your suggestions here
  41. 41. @sree * Facebook.com/sreetips * bit.ly/sreesoc * #sreetips Change Your Media Diet • Mashable • ReadWriteWeb • LifeHacker • BusinessInsider o 10 Things You Need to Know This Morning • CNET News & SreeTips Social- Media Blog: bit.ly/sreetips
  42. 42. @sree * Facebook.com/sreetips * bit.ly/sreesoc * #sreetips Sustainable Social Media • Use HootSuite or Tweetdeck to manage various accounts • NutshellMail to get your social media alerts via email... also try Twilert • BlissControl helps you keep up with changes
  43. 43. @sree * Facebook.com/sreetips * bit.ly/sreesoc * #sreetips @Sree's Social Media Success Formula Your tweets, Facebook postings, etc, should have as many of these attributes as possible... helpful useful timely informative relevant practical actionable generous credible brief entertaining fun occasionally funny
  44. 44. Social Media & Health Carethese slides bit.ly/sreemedsoc@ColumbiaMed | @ColumbiaDoctors #CUMCsoc SREE SREENIVASANNOW: Chief Digital Officer, @Columbia AUG 12, 2013: Chief Digital Officer, @MetMuseum Twitter: @sreesree@sree.net |www.sree.net Facebook.com/sreetips | Facebook.com/sreenet Social Media Guide: bit.ly/sreesoc
  45. 45. Reputation Management and Online Reviews Tamar Schiller DDS, MBA Social Media for Doctors August 8, 2013
  46. 46. J Med Internet Res. 2011 Nov 16;13(4):e95. doi: 10.2196/jmir.1960. Analysis of 4999 online physician ratings indicates that most patients give physicians a favorable rating. Kadry B, Chu LF, Kadry B, Gammas D, Macario A.
  47. 47. 88% of American adults search health related questions online 37% consult physician rating sites 47% look up information about their provider 7% post reviews Keckley PH. Deloitte Center for Health Solutions. 2011. [2011-10-02]. webcite 2011 Survey of Health Care Consumers in the United States: Key Findings, Strategic Implications http://www.deloitte.com/assets/Dcom-UnitedStates/Local%20Assets/Documents/ US_CHS_2011ConsumerSurveyinUS_062111.pdf.
  48. 48. J Med Internet Res. 2012 Feb 24;14(1):e38. doi: 10.2196/jmir.2003. A changing landscape of physician quality reporting: analysis of patients' online ratings of their physicians over a 5-year period. Gao GG, McCullough JS, Agarwal R, Jha AK.
  49. 49. What is rated? J Med Internet Res. 2011 Nov 16;13(4):e95. doi: 10.2196/jmir.1960. Analysis of 4999 online physician ratings indicates that most patients give physicians a favorable rating. Kadry B, Chu LF, Kadry B, Gammas D, Macario A. The patient EXPERIENCE not the quality of care
  50. 50. Correlation Between Ratings and Quality Correlation between the value of the ratings and: J Med Internet Res. 2012 Feb 24;14(1):e38. doi: 10.2196/jmir.2003. A changing landscape of physician quality reporting: analysis of patients' online ratings of their physicians over a 5-year period. Gao GG, McCullough JS, Agarwal R, Jha AK. Physician experience Board certification Education Malpractice claims 2/3 of reviews were favorable
  51. 51. Concerns & Limitations • Appropriate care does not always result in favorable outcomes • Sabotage & Manipulation • Privacy issues & responses • Conflict of interest (insurance companies involvement) • Certain specialties tend to get rated more (OB/GYN)
  52. 52. Evolution of CMS Conducting Performance Reviews Voluntary Mandated Tied to reimbursement
  53. 53. CMS Launched ‘Physician Compare’ in 2011 Directory that will include patient experience data from PQRS (Physician Quality Reporting System)
  54. 54. CAHPS Consumer Assessment of Healthcare Providers and Systems Purpose: Survey patients perception of care provided by physicians - Comparable data for public reporting - Create incentives to improve - Increase accountability and transparency Financial incentive Financial penalty 2015
  55. 55. What will be rated? •  Getting appointments, care and information when needed.Access to Care •  How well the provider communicates with patients. Physician Communication •  Helpful, courteous, and respectful office staff.Office Staff •  Promoting relevant health informationPatient Education •  Patients’ global rating of the provider.Global Rating
  56. 56. Thank you! Tamar Schiller DDS, MBA tes61@columbia.edu
  57. 57. Building your practice Protecting your reputation Doug Levy JD Chief Communications Officer Columbia University Medical Center
  58. 58. 88 Real patients share their stories
  59. 59. 89 Real patients share their stories
  60. 60. 90 Real patients share their stories
  61. 61. 91 One patient’s vote may count a lot
  62. 62. 92 Prevention costs less than treatment • Best way to prevent negative online reviews is to make sure every patient goes home satisfied. • Front desk staff have enormous impact. • Last person to interact with patient has disproportionate influence.
  63. 63. 93 Don’t ignore complaints – online or off line • Every staff member needs to listen for complaints and follow established protocol for service recovery. • Monitor for online comments. • Consult with CUMC Communications before publicly responding.
  64. 64. 94 Best practices to resolve an online complaint • Investigate – What are the facts? • Own it – Who is ultimately responsible? • Address it –  Personal contact if patient is known –  Follow online site’s resolution process –  Respond publicly only after exhausting all other avenues
  65. 65. 95 Step #1: Listen Step #2: Act infonet.ncogroup.com
  66. 66. Slide  96   Social  Media   Skep-cal  Scalpel   Columbia     August  8,  2013  
  67. 67. Slide  97  
  68. 68. Slide  98   Who  is  on  TwiAer?   Who  reads  blogs?   Who  writes  a  blog  of  their  own?  
  69. 69. Slide  99  
  70. 70. Slide  100  
  71. 71. Slide  101  
  72. 72. Slide  102   Monday,  April  23  
  73. 73. Slide  103  
  74. 74. Slide  104  
  75. 75. Slide  105   Ann  Intern  Med.  2013  Apr  16;158(8):620-­‐7  
  76. 76. Slide  106   Goals?  
  77. 77. Slide  107  
  78. 78. Slide  108   Anatomy  of  a  tweet  
  79. 79. It’s  A  Conversa;on:   Social  Media  for  Health  Care  Professionals   Columbia  University  Medical  Center     August  8,  2013     Ivan  Oransky,  MD   MedPage  Today   Retrac/on  Watch   @ivanoransky    
  80. 80. Case  Study:  hESCs  in  Cell  
  81. 81. “It does however have several examples of image reuse which might be of interest to PubPeer members and readers.” hESCs  in  Cell  
  82. 82. hESCs  in  Cell  
  83. 83. hESCs  in  Cell  
  84. 84. hESCs  in  Cell   A number of comments about these errors in articles and blogs have drawn connections to the speed of the peer review process for this paper. Given the broad interest, importance, anticipated scrutiny of the claims of the paper and the preeminence of the reviewers, we have no reason to doubt the thoroughness or rigor of the review process.
  85. 85. hESCs  in  Cell   The comparatively rapid turnaround for this paper can be attributed to the fact that the reviewers graciously agreed to prioritize attention to reviewing this paper in a timely way. It is a misrepresentation to equate slow peer review with thoroughness or rigor or to use timely peer review as a justification for sloppiness in manuscript preparation.
  86. 86. Blogs  Get  Aggressive   http://md-anderson-cc.blogspot.com
  87. 87. Blogs  Get  Aggressive   http://www.science-fraud.org/
  88. 88. Not  Everyone  Thinks  This  Is  Good   “The practice could stimulate witch-hunting and pillorying. There is a danger that research-integrity committees could succumb to moralistic drift and confuse errors with misdeeds, underestimating context and a scientist's professional record. Stigmatized researchers might be tempted to exact revenge on their colleagues.”
  89. 89. Legal  Threats  Mount  
  90. 90. Journals  are  Listening  
  91. 91. Journals  are  Listening  
  92. 92. Who  are  Today’s  Media,  Really?  
  93. 93. MEDPAGE TODAY ► Putting Breaking Medical News Into Practice ► Strong Reach in Key Specialty Areas: Over 270,000 Active Health Care Professionals ► Credible peer reviewed content by Perelman School of Medicine (Penn) ► Exclusive Partnerships:      

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