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Asmbs New orleans 10142016
This document discusses how Twitter can be used by surgeons to communicate medical evidence and influence public opinion. It provides examples of how Neil Floch, a bariatric surgeon, grew his Twitter following from 3,500 to 12,300 by tweeting studies, engaging with other users, and creating visual summaries of articles. The document outlines best practices for crafting effective tweets, such as including pictures, tagging other users, and using hashtags. It also shows how Twitter can measure the impact of tweets by tracking retweets, likes, and the results of polls. The overall message is that Twitter is a powerful tool for surgeons to educate the public and advocate for issues like obesity treatment.
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Asmbs New orleans 10142016
- 1. Surgical Tweeting: How doesit work, and why does it matter? Neil Floch MD, FACS Director of Bariatric Surgery, Norwalk Hospital Western Connecticut Health Care System Associate Professor University Vermont School of Medicine Associate Professor Quinnipiac University School of Medicine Fairfield County Bariatric and Surgical Specialists, P.C.
- 2. Disclosures • No activebusiness relationships • In past paid consultant for: Ethicon, Allergan/Apollo, Tyco/Covidien/Medtronic • Never purchased Twitter followers • Own 100 shares Twitter stock • Personally tweet @NeilFlochMD since Oct. 2013 – 102,000 followers • Professionally tweet @ASMBS 3 to 13,000
- 4. Why Twitter forthe surgeon? • Twitter is less a clinical tool • It is a way to communicate clinical evidence • A real time educational vehicle for the masses • Preach your message or opinion • It is mobile • Unlimited ability to follow anyone • Not weird to follow someone you don’t know • Less time consuming • Can be performed throughout a busy day and night
- 5. But we arelimited by how many people we can see, talk to and ultimately influence The Best Social Media Is Face To Face
- 6. Social media isthe new “WORD OF MOUTH” for patients
- 7. • (Picture ofa tree) Is the medical evidence read by doctors and the public? How can surgeons communicate medical evidence better so they are heard?
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- 10. “RESPONSIBLE” medical evidenceauthority
- 11. We must beMORE effective “INFLUENCERS”
- 12. Twitter to supportBariatric Surgery • Social media is used to fuel politics and social uprisings • Then why can’t physicians use social media to influence beneficial change? • There is an obesity stigma • …and a worse bariatric surgery stigma • There is no insurance mandate... • ...yet the medical evidence is overwhelmingly favorable • How can we improve access to care?
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- 14. Twitter sites threeyears later
- 15. Patients respect eminence“the doctor” because they don’t always understand or trust evidence
- 16. Establish authority andinfluence • Maintain honesty and integrity • Uphold HIPAA • Support statements with facts and articles • Defend opinions
- 17. • Read tweets •Follow back • Read articles • Follow influencers • Retweet • Like • Learn • Watch • Communicate -doctors • Be influenced! • Write tweets-Microblog • Follow aggressively • Tweet articles • Engage people (tweeps) • Collaborate • Comment • Promote • Teach • Communicate-public • Influence others!
- 18. Anatomy of aTweet • Register on twitter website • Username • Headshot no egghead • Write a tweet • 140 characters excluding pictures
- 19. Anatomy of aTweet • Y • Tweet -emotion inducing
- 20. Anatomy of aTweet • Y • Tweet -emotion inducing • A good picture
- 21. Anatomy of aTweet • Y • Tweet -emotion inducing • A good picture • Attach a strong article
- 22. • Y • Tweet-emotion inducing • A good picture • Attach a strong article • @Copy to increase exposure Anatomy of a Tweet
- 23. • Y • Tweet-emotion inducing • A good picture • Attach a strong article • Copy to increase exposure • #Hashtag to categorize Anatomy of a Tweet
- 24. Anatomy of aTweet • Y • “Retweet” your own or others’ tweets • “Like” saves to your likes file • Both are a measure of the interest in the tweet
- 25. Retweet and viralspread
- 26. Tim Mauri Video: TheObesity Set Point
- 27. Follow & createlists
- 28. • 60% Doctor •13% Advocacy • 8% Media • 8% Journalists • 5% Industry • 3% Patients • 2% Hospitals
- 29. • Tweet ameeting • Immediate global spread of information • Research and meeting message exposure • Register meeting with Symplur #OW2016
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- 31. Market the medical evidenceamongst professionals • Reach both doctors and laymen • Tweeting articles did not increase citations • We must make information attractive easy to understand
- 32. #VisualAbstract • 7/4/16 birthof the #visualabstract • By Andrew Ibrahim MD • Key points • 10x increase exposure- retweets and likes
- 34. #visualabstract • To improveSOARD articles • Increased exposure • Easy to read • Easy to remember • A winner for journals • Still need to read the article
- 35. Twitter poll: AwarenessMeasurement
- 36. Twitter poll: Educationand Influencing
- 37. Awareness measurement: Opinion changedfrom 36% to 51%
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- 40. 3,500 to 12,300followers since March 2016
Editor's Notes
- #6 The best social media is talking to someone face to face. But how many people can you talk to in a day, in a year? Can you speak to people in London in the morning and Texas in the afternoon and California at night? Unfortunately No
- #8 We can get a little philisophical “if a tree falls in the woods and no one hears it did it really fall….does anyone care. If we spend our energy and resources researching and writing, is anyone listening, understanding and learning the medical evidence?
- #14 I presented my experiment with three websites when I started with Twitter, the practice site, the athlete celebrity angle and the doctor himself site. Clearly what people wanted to hear was from the doctor himself. In January 2015 I had 8,500 practice, football 7,400 and my personal site had 29,300
- #15 The doctor site was clearly most successful and easiest to gain followers
- #16 It is clear that the patient wants to hear from the doctor and not from an impersonal business or practice. This tweet had 6,524 impressions and 179 engagements.
- #19 I want to demonstrate the anatomy of a tweet
- #20 You only have 140 characters so the phrase must instill emotion or shock
- #21 The picture better be attractive or tell a story
- #23 The tweet will gain more attention if you alert influential people that you would expect would retweet or like the tweet
- #24 Hashtags help to categorize a topic that could be referred to by later searching the word with a hashtag in front
- #25 You only have 140 characters so the phrase must instill emotion or shock
- #26 The power of Twitter as a social media tool is the ability to retweet, spreading a message and creating a viral tweet
- #27 Tim Mauri created this viral video explaining energy metabolism and obesity which has received over 23,000 impressions and 2,008 engagements by my one tweet alone.
- #29 My analysis yields a broad connection of retweets across all groups as mentioned with near equal representation
- #39 I Look like a surgeon was a female surgeon initiated movement to celebrate the diversity of woman as surgeons and show that surgeons come in all sizes, shapes and colors