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Utilization of social media to enhance continuing medical education

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These slides were originally presented in November of 2012 at the first Q1 CME Grants Forum in Cambridge, Mass.

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Utilization of social media to enhance continuing medical education

  1. 1. #Q1CME or #CMEchatUTILIZATION OF SOCIAL MEDIA TO ENHANCE THE IMPACT OF MEDICAL EDUCATION Presented by: Brian S. McGowan, PhD @briansmcgowan www.SOCIALQI.com *** Now Available on Amazon!*** #SOCIALQI: Simple Solutions for Improving Your Healthcare November 30th, 2012
  2. 2. #Q1CME or #CMEchat Outline:1. Defining ‘use’ for the CME professional2. Exploring the impact of ‘networked’ weather3. What do we know about social media and learners4. Tackling physician ‘use’ head on…with rigor5. Landmark data on physicians, SoMe, & learning6. Understanding why physicians adopt SoMe for learning7. Planning our way forward…to drive impact…
  3. 3. #Q1CME or #CMEchat Defining ‘Use’ in CME ProfessionHypothesis:There are 3 ways that HCPs ‘use’ social media: 1. To teach – supporting our CME programs 2. To learn– supporting our professional development 3. To advocate – amplifying the voice of CME advocacy Bucket 1 Bucket 2 Bucket 3
  4. 4. #Q1CME or #CMEchat Bucket 1: To Teach • 50% of healthcare providers have used Wikipedia in By not adopting practice 1 social media, • 51% of Docs are using we are failing online professional to stop information- communities seeking HCPs from relying on less credible and less • 66% of Docs expect their regulated sources of professional online activity medical information. to increase over the next 12-18 months 21 http://bit.ly/3sQVb 2 http://bit.ly/bAjrXu
  5. 5. #Q1CME or #CMEchat Bucket 2: To Learn• The learning and quality- improvement American Society of Training and Development communities outside of CME are actively 1. Blogs enable community leaders to communicate ideas and best practices. engaging in social media. 2. Staff can use google alerts to learn about the latest trends in their profession. 3. Staff can share using micro-blogging.• By delaying adoption of 4. Staff can social bookmarking to archive important information. social media, we are 5. Collaborative workspaces enable teams to ignoring readily available share documents, screens, photos, files, and presentations. best practices used by Sharing is simplified (virtual teams). other forms of adult education. 6. Staff can search for experts who have the skills necessary to address needs. http://www.astd.org/lc/2010/0510_medved
  6. 6. #Q1CME or #CMEchat Bucket 3: To Advocate• SoMe = the quickest, simplest, and most cost-effective channel for sharing these successes.• By ignoring social media, we’re missing the opportunity to share all of our success stories in an easily accessible channel that keeps up with the fast-pace of modern news cycles and new media.
  7. 7. #Q1CME or #CMEchat CME Pros are unsure about social media“Describe your use of these technologies to support learning…” Online 0% 6% 30% 27% 15% 7% 15% communities Texting 2% 9% 32% 27% 18% 2% 11% Microblogging 9% 3% 30% 25% 13% 1% 18% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Unlikely to use it w/I 3M Not sure Likely to use it w/I 3M Currently use it
  8. 8. #Q1CME or #CMEchatLeaving Us Unique Groups of People… …the impact of “networked weather”
  9. 9. #Q1CME or #CMEchat My Advice:Commit to Bucket 2…for now…
  10. 10. #Q1CME or #CMEchat How comfortable are you that you understand IFphysicians are using social media? @briansmcgowan June 19th, 2012
  11. 11. Inconsistent Data of Docs ‘Using’ SoMe Sermo 2010Do you use ____ professionally? 2% Twitter 4% Facebook PeerView 2010 MCM 2010; unpublished
  12. 12. Misleading Data of Docs ‘Using’ SoMeDo you ‘have a Facebook account’? 64% YES 36% NOHave you ever ‘used’ Twitter? 20% YES 80% NOHave you ever participated in an online health blog? 35% YES 65% NODo you ‘use’ YouTube? * ACS has a YouTube Channel 82% YES 18% NO (n~300) American College of Surgeons 2010: http://bit.ly/e5PiaP
  13. 13. #Q1CME or #CMEchat!!%*&^## Data of Docs Using SoMe Sept. 2011
  14. 14. #Q1CME or #CMEchat How comfortable are you that you understand HOWphysicians are using social media? @briansmcgowan June 19th, 2012
  15. 15. #Q1CME or #CMEchat Defining ‘Social Media’Internet-based applications which allow for the creation and exchange of user-generated content and includes services such as social networking, professional online communities, wikis, blogs, and microblogging.
  16. 16. #Q1CME or #CMEchat Defining ‘Meaningful Use’Hypothesis:There are 3 ways that HCPs ‘use’ social media: 1. To practice – treating patients 2. To promote public health messaging (& promotion) 3. To learn – sharing of medical information/knowledge Bucket 1 Bucket 2 Bucket 3
  17. 17. #Q1CME or #CMEchat Defining ‘Meaningful Use’Bucket 1 CareBucket 2 InfoBucket 3 Info
  18. 18. #Q1CME or #CMEchat Defining ‘Sharing Medical Information’• The exchange of information, advice, ideas, rep orts and scientific discoveries Bucket 3 with other in the medical community.• A focus on life-long learning and practice improvement
  19. 19. #Q1CME or #CMEchatAuthors and CollaboratorsBryan Vartabedian, MD, FAAPAssistant Professor of PediatricsBaylor College of Medicine Robert S. Miller, MD, FACP Clinical Associate Sidney Kimmel Comprehensive Cancer Center at Johns Hopkins Oncology Medical Information Officer Johns Hopkins University School of Medicine Molly Wasko, PhD Associate Professor and Chair University of Alabama at Birmingham School of Business
  20. 20. #Q1CME or #CMEchat Purpose of Study• To identify factors associated with the adoption and use of social media by physicians to share medical information• Utilized a theoretical framework to identify factors and predict the adoption and use of social media
  21. 21. #Q1CME or #CMEchat The Technology Acceptance Model (TAM)Davis, F. D. (1989), "Perceived usefulness, perceived ease of use, and user acceptance ofinformation technology", MIS Quarterly 13(3): 319–340
  22. 22. #Q1CME or #CMEchatMethods• Survey: – Developed using theoretical framework, previous literature, and input from advisory board. Surveys were pilot tested using cognitive interview process prior to implementation• Distribution: – Surveys were distributed by email in March 2011 to a random selected sample of US oncologists and primary care physicians.• Target groups and sample size: – US Oncologists (n=186) & US Primary Care Physicians (n=299)• Response Rate: – A sample of 491 responses were collected however 485 responses were analyzed. – Response rate = 27%• This study was submitted and approved by IRBs at Western and JHU http://medicine20congress.blogspot.com/2011/08/physician-adoption-of- social-media-for.html
  23. 23. #Q1CME or #CMEchat Survey Sample Demographics Demographic Characteristics Oncology Primary Care n = 186 n = 299Degree MD/DO 100% 100%Years since graduation from medical school Mean/St. dev. 24 years/10 24 years/9Percent Male 75% 72%Patients seen per week Mean/St.dev. 100 patients/56 124 patients/73Practice Location Urban 47% 23% Suburban 44% 60% Rural 9% 17%Practice Setting Solo Practice 12% 34% Group Practice 68% 60% Medical School 9% 1% Non-Government Hospital 5% 3%Major professional activity Direct patient care 97% 98%
  24. 24. #Q1CME or #CMEchat Physician Adoption and Use of Social Mediato Share Medical Knowledge with Other Physicians
  25. 25. #Q1CME or #CMEchat Physician Adoption and Use of Social Media to Share Medical Knowledge with Other Physicians100%90% Unaware80% Will Never Use70% Current User60%50%40%30%20%10% 0% Twitter eMail YouTube Podcasting Texting Blogs iTunes LinkedIn Wikis Facebook Communities Mobile Apps RSS Feeds Doc-only
  26. 26. #Q1CME or #CMEchat How comfortable are you that you understand WHYphysicians are ‘using’ social media? @briansmcgowan June 19th, 2012
  27. 27. #Q1CME or #CMEchatPhysician attitudes towards using social media
  28. 28. #Q1CME or #CMEchatPhysician attitudes towards using social media
  29. 29. #Q1CME or #CMEchatPhysician attitudes towards using social media
  30. 30. #Q1CME or #CMEchatPhysician attitudes towards using social media
  31. 31. #Q1CME or #CMEchatPhysician attitudes towards using social media
  32. 32. #Q1CME or #CMEchatBenefits of primary care physicians using social media
  33. 33. #Q1CME or #CMEchatEase of use - Primary Care Physicians n = 299
  34. 34. #Q1CME or #CMEchatAdvancing the Community – Primary Care Physicians n= 299
  35. 35. #Q1CME or #CMEchatSocial Norming – Primary Care Physicians n= 299
  36. 36. #Q1CME or #CMEchatInnovativeness - Primary Care Physicians n= 299
  37. 37. #Q1CME or #CMEchatBarriers – Primary Care Physicians n= 299
  38. 38. #Q1CME or #CMEchatWhere do we go from here? @briansmcgowan June 19th, 2012
  39. 39. #Q1CME or #CMEchat #CMEchat as a CPD Opportunity• First 52 weeks: – Introduced nearly 50 different topics – Accumulated more than 13,500 tweets – Engaged more than 600 participants – Creating more than 20,000,000 impressions• Great examples of how lessons learned within #CMEchat have impacted participants educational planning and programs.• Benefits sustained as the hashtag continues to be use hundreds of times a week for peers to share new lesson or emergent question.
  40. 40. #Q1CME or #CMEchatCME group on LinkedIn as a CPD Opportunity
  41. 41. #Q1CME or #CMEchat Five Next Steps1. Gain comfort by using SoMe for bucket 22. Focus on the ‘big movable middle’ in learners3. Better understand what feeds attitudes4. Explore the barriers more meticulously5. Objectively demonstrate the benefits of bucket 3 use
  42. 42. #Q1CME or #CMEchatUTILIZATION OF SOCIAL MEDIA TO ENHANCE THE IMPACT OF MEDICAL EDUCATION Questions and Comments Presented by: Brian S. McGowan, PhD @briansmcgowan www.SOCIALQI.com *** Now Available on Amazon!*** #SOCIALQI: Simple Solutions for Improving Your Healthcare November 30th, 2012

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