Ten lessons learned about integrating social media into health, with an eye towards shared decision making (SDM). Presented at the 2011 Dartmouth Summer Institute on Shared Decision Making.

1. A Bicycle Built for Two
10 Lessons Learned on Integrating Social
Media and Health
Jodi Sperber, MSW, MPH
8/29/11

2. Photo
credit:
boston.com.
h8p://bo.st/prPD7h
1.
let’s
face
it:
lots
of
people
are
out
for
a
ride.

3. 8 in 10 adults in the U.S.
use the Internet.
18-29 year olds online: 95%
Adults 65+ years: 42%
Latinos: 78%
African Americans: 67%
Who's
Online:
Internet
User
Demographics
|
Pew
Research
Center's
Internet
&
American
Life
Project
h8p://bit.ly/ra8nCd
3

4. What are the top 5 things
people in the U.S. do
online?
4

5. What are people doing when
they are online?
92% Send or read an email
87% Use search to find information
83% Look for health/medical information
83% Look for info about a hobby or interest
82% Search for a map or driving directions
What Internet Users Do Online | Pew Research Center's Internet & American
Life Project http://bit.ly/r4Duh1
5

6. Health is social
§ 59% turn to Internet when they need info and
assistance in dealing with health or medical
issues.
§ 60% say information found online affected a
decision about how to treat an illness or
condition.
§ 56% say it changed their overall approach to
maintaining their health or the health of
someone they help take care of.
Social Life of Health Information, Pew Internet and American Life, June 11,
2009. By Susannah Fox and Sydney Jones.
6

7. Decisions & actions impacted
§ 53% - led them to ask a doctor new questions, or
to get a second opinion from another doctor.
§ 49% - changed the way they think about diet,
exercise, or stress management.
§ 38% - affected decision about whether to see a
doctor.
§ 38% - changed the way they cope with a chronic
condition or manage pain.
Social Life of Health Information, Pew Internet and American Life, June 11,
2009. By Susannah Fox and Sydney Jones.
7

8. Clinical support
+ Non-clinical support
Better health
8

11. 2.
if
all
you
see
are
the
potholes,
you’re
in
for
a
bumpy
ride.

12. Adults living with 2+ chronic conditions 2x likely to report “major help”
Social Life of Health Information, 2011. Pew Research Center’s Internet and
American Life Project, August 9 – September 13, 2010 Survey. http://bit.ly/nbTvPr
12

13. 3.
if
you
don't
have
the
basics
down
it’s
harder.

14. It’s social media
Photo
credit:
Evgeniy
Zotov.
h8p://bit.ly/qArGrv
14

15. Listen and observe first.
It’s not (just) about you.
Photo credit: Kyle Rokos. http://bit.ly/qOlYpU
15

16. 4.
things
evolve
over
Zme,
but
the
basics
are
the
same.

17. Photo
Credit:
adwriter.
h8p://bit.ly/oIei5Q
5.
it
takes
pracZce.
and
it’s
ok
to
have
help.

18. 18

19. 19

20. 6.
it's
not
about
owning
a
bike;
it's
that
you
ride
it.
Photo
credit:
earth2marsh.
h8p://bit.ly/oF3u0b

21. Sharing:
Ideas
Experience
Support
21

22. 22

23. #hcsm:
Every
Sunday,
6pm
Pacific,
9pm
Eastern
23

24. Independent
Organizational
24

25. 25

26. 7.
ok,
it's
a
li8le
bit
about
the
bike.

27. Planning is essential
27

28. Goal:
Make SDM part of routine care
Who
is
your
primary
audience?
Where
can
they
P
be
found?
O
What
are
you
trying
to
accomplish?
What
will
change
if
you
are
successful?
How
will
S
you
respond?
T
Based
on
the
above,
what
tools
make
sense?
Adapted
from
Forrester
Research.
More
at
h8p://bit.ly/pTp4R2
28

29. 29

30. Photo
credit:
SCA
Svenska
Cellulosa
AkZebolaget.
h8p://bit.ly/owZjca
8.
it’s
exercise,
but
and
it’s
fun!

31. 31

32. 9.
without
you
it’s
less
useful.

33. Case Study
2010 Research and Policy Forum
Washington, DC
33

34. 2010 Research and Policy Forum
• Combination of tools
– Eventbrite (invite), Twitter (messaging),
Watershed/UStream (webcast)
• Promoted hashtag: #rpforum
• Requested (free) signup prior to event
• Goal: 25-50 participants
34

35. From
Auckland,
NZ
to
Yaphank,
NY
• Australia
• Great
Britain
• Austria
• Greece
• Belgium
• Israel
• Brazil
• Netherlands
• Bulgaria
• New
Zealand
• Canada
• Spain
• Germany
• United
States
35

36. Those
with
interest
and
influence
may
not
be
in
the
room,
but
they
can
s;ll
be
an
asset.
36

37. 37

38. 38

39. 39

40. 40

41. A
few
weeks
later…
…the
conversaZon
conZnued
41

42. Case Study: #rpforum
• Leveraged network built over time
• Expanded reach globally for very little cost
• Brought virtual audience into the room
• Kept the conversation going
• Mutually beneficial
42

43. Day 1 of SIIPC
43

44. Day 1 of SIIPC
44

45. Salzburg statement on shared
decision making
Clinicians:
SZmulate
a
two
way
flow
of
informaZon
and
encourage
paZents
to
ask
quesZons,
explain
their
circumstances,
and
express
their
personal
preferences
Patients:
Speak
up
about
their
concerns,
quesZons,
and
what’s
important
to
them
45

46. Salzburg statement on shared
decision making
Clinicians:
SZmulate
a
two
way
flow
of
informaZon
and
encourage
paZents
to
ask
quesZons,
explain
it’s social
their
circumstances,
and
express
their
personal
preferences
Patients:
Speak
up
about
their
concerns,
quesZons,
and
what’s
important
to
them
46

47. 10.
everyone
has
their
own
style...
Photo
credit:
faster
panda
kill
kill.
h8p://bit.ly/pvrLgM
but
it's
sZll
a
bike.
Photo
credit:
Dmitry
Gudkov.
h8p://bit.ly/qR1Gvb

48. Your next step, in a tweet
#siipc
48

49. A Bicycle Built for Two
10 Lessons Learned on Integrating Social
Media and Health
Jodi Sperber, MSW, MPH
8/29/11