Nova Southeastern University College of Pharmacy 2009 Fall Classic presentation examining the role of Facebook and Twitter in pharmacy and the development of participatory medicine.

1. Kevin A. Clauson, Pharm.D.
Associate Professor
How and
are Changing
Healthcare

2. Objectives
 Define and differentiate between Web
1.0 and Web 2.0
 Identify uses of Web 2.0 tools in
healthcare
 Explore pitfalls associated with the use
of Web 2.0 applications

3. What Does Web 2.0
Mean to You?

4. Evolution of the Web
• Web 1.0 (one-way Web)
 Static, pull
• Web 2.0 (two-way Web)
 Dynamic, push
 Collaborative, participatory
• Web 3.0/3D/Semantic Web (TBD)

6. Why should you care about
Web 2.0?

7. Reason #1
Well…your tax dollars did just
help to fund $27 MILLION worth
of projects that hope to build
‘Facebook for Scientists’
www.nih.gov/news

8. Reason #2
Your aunt, niece, daughter or
granddaughter might be one of
the 106,000 people getting
information from the Gardasil
page on Facebook

9. Reason #3
Your colleagues of tomorrow
are immersed in these tools
TODAY
Acad Med 2009;84(11):1479-81.

10. Reason #4
Web 2.0 tools are already being
used by your patients to
exchange information and help
with smoking cessation, diabetes
management, medication
adherence, influenza alerts, etc.

11. http://socialnomics.net/2009/08/11/statistics-
show-social-media-is-bigger-than-you-think/

12. HOW FACEBOOK
IS CHANGING:
Social
Expectations

14. 17% of all time
spent online in
2009 was on social
networking sites!
Nielsen – August 2009

15. Navigating Social Networking

16. What about the Dunbar
Number?
What about
the Dunbar
Number?
Behavioral and Brain Sciences 1993; 16 (4):681-735.

17. When Generations Collide!

18. HOW FACEBOOK
AND TWITTER ARE
CHANGING:
Business of
Healthcare

19. Advertising Age – March 2009
Gaining one member per second
Site visitors doubled since last year

20. 45% of hiring
managers use
social networking
sites to screen
candidates
Harris Interactive/CareerBuilder Survey 2009

21. Background
Did NOT hire when profile
indicated:
 Provocative/inappropriate photographs
or information (53%), alcohol or drug
use (44%)
 Shared sensitive information from
previous employment (20%)
Harris Interactive/CareerBuilder Survey 2009

22. Did hire when profile indicated:
 Good organizational fit (50%), candidate
creativity (38%)
Harris Interactive/CareerBuilder Survey 2009

23. Three Things To Know About
and Stent Advert
1. $7500 investment for
video
2. Generated over 160,000
views and almost 1000
comments
3. Increased the number of
site hits for company by
>180%
www.thespanner.com

24. YouTube Case Study
http://www.youtube.com/watch?v=W-jB9RDN-mE

26. FDA Hearing on Social Media

27. HOW FACEBOOK
AND TWITTER ARE
CHANGING:
Healthcare
Models

28. Patient
Passive role
Information is given to
them
Top down delivery of
healthcare
Paternalistic medicine
ePatient
Active (engaged) role
They seek out
information (Internet)
Partner in their
healthcare
Participatory medicine

29. Participatory Medicine
Patient driven changes to healthcare system
Healthcare professionals scrambling to catch-up
May require education/retraining of workforce

30. What Type of Patient Is This?

31. “As opposed to the
doctor-centric,
curative model of
the past, the future
is going to be
patient-centric and
proactive.”
Elias A. Zerhouni, M.D.
Former Director of the
National Institutes of
Health (2002-2008)

32. HOW FACEBOOK
IS CHANGING:
Delivery of
Healthcare

33. Hospitals and Web 2.0 Tools
410 Hospitals
297 Twitter
219 Facebook
202 YouTube
48 Blogs
Source: ebennett.org/hsnl

37. Take the Fact Check: HPV quiz to see
how much you really know about
Human Papillomavirus, a common
sexually transmitted disease that can
cause cancer and genital warts. Others
will not know you’ve taken the quiz
unless you want them to.

38. HOW FACEBOOK
IS CHANGING:
Biomedical
Literature &
Perceptions

39. Facebook Gone Wild!
44.5% of medical
students and
residents
(n=813) at UF
had a Facebook
account
J Gen Intern Med 2008;23(7):954-7.

40. Facebook Study at UF - Groups
63% of Facebook
users in study joined
‘groups’ including:
 PIMP (Party of
Important Male
Physicians)
 Physicians
looking for trophy
wives in training
J Gen Intern Med 2008;23(7):954-7.

41. Facebook Study at UF - Profiles
70% contained
pictures of drinking
10-50% ‘excessive’
Findings driving
changes in policy
J Gen Intern Med 2008;23(7):954-7.

42. Social Network Use by
Pharmacy Students at NSU
82.7%
30.9%
1.5%
Proceedings of Medicine 2.0 – 2009

43. Facebook & Pharmacy Students
 Study of 299 pharmacy students in three
Colleges of Pharmacy
 57% responded it was “unfair” for
employers to use Facebook content
 45% said College should not be able to
use as evidence of students lacking
professionalism
AJPE 2009;73(6):article 104.

44. Boston College Quit
Issuing Email Accounts to
Students in 2009
Chronicle of Higher Education
November 2008

45. Pitfalls with Facebook

46. How to Get Fired From an NFL
Team in Two Easy Steps
by Dan Leone gate chief
1. Get upset about your employer cutting
your favorite player (Dawkins)
2. Immediately post on Facebook:
"Dan is [expletive] devastated about
Dawkins signing with Denver ... Dam
Eagles R Retarted!!"
sports.espn.go.com/nfl/news

47. Two hospital staff were fired
after a nurse appeared on
Facebook in ‘a revealing
pose’…the picture also
showed a patient in the
background!
NursingTimes.net February 2009

48. Beliefs & Social Media
53% of employee respondents
said their social networking sites
are “none of an employers’
business”
 Compare to results of pharmacy
students’ attitudes in study
Deloitte LLP 2009 Ethics & Workplace Survey

49. Eight Percent of Companies
Have Fired Employees Due
to Issues With Social Media
Sites
www.proofpoint.comom

50. HOW TWITTER IS
CHANGING:
Communication

51. Microblog
"a small-scale form of
blogging, generally
made up of short,
succinct messages,
used…to share news,
post status updates and
carry on conversations".
- Mike Templeton
Science 2.0 for TEL workshop at ECTEL09

54. Individual
 Customized news
feed & analysis
 Live Tweeting
 Job leads
 Social networking
Institution
 Internal
communications
 Live Tweeting
 Recruitment
 Engagement

56. Twitter Usage
19% of all adults
online use
Twitter
Source: Pew Internet & American Life Project Survey 2009

57. HOW TWITTER IS
CHANGING:
Delivery of
Healthcare

65. Twitter Mobile
TweetDeck
TwitterBerry
TwitterFon

66. 140 Uses for Twitter in
Healthcare
philbaumann.com

67. CDC & Twitter

68. Pandemics in the
Age of Twitter:
Content Analysis
of “Tweets”
During the H1N1
Outbreak
Proceedings of Medicine 2.0 - 2009

69. HOW TWITTER IS
CHANGING:
Coverage of
Live Medical
Events

70. Live Tweeting
Most commonly at conferences
Use of Hashtags
#USPasm, #Med2, #ASHPMCM?

72. Tweeting During Conference
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Other Speaker Organizer Attendee Online
42.9
71.4
100
90
50
57.1
28.6
0
9.1
50
Not Tweet
Tweet
Proceedings of EduMedia conference 2009;145-156.

73. Henry Ford Hospital
Live Tweeted Surgery
Livestream to conference attendees
Educational for residents/students
Remove mystery for future patients

74. Pitfalls with Twitter

77. Not Twitteriffic
 HIPAA
 Ethical breaches
 Lack of formality

79. Summary Points
 Web 2.0 is changing the nature of
communication and social networks
 New healthcare models and opportunities
are available via tools such as Facebook
and Twitter
 Pitfalls exist with these tools requiring
creation of new guidelines and policies

80. Twittersphere & Blogosphere
Acknowledgements
Lee Aase
Phil Baumann
Ed Bennett
Susannah Fox
Cisco Grajales III
Shwen Gwee
Jen McCabe
Berci Mesko
Erik Qualman
Darren Rowse

81. Recommended Resources
Lee Aase’s Social Media University Global
(SMUG)
http://social-media-university-global.org/
Darren Rowse’s Twitter Tips for Beginners
http://www.twitip.com/twitter-tips-for-beginners-video/
Phil Baumann’s Leading on Twitter Primer
http://www.slideshare.net/philbaumann/priming-healthcare-for-twitter-
an-introduction-to-leading-on-twitter?src=embed

82. Expanded slidedeck
available at:
www.slideshare.net

83. Images
• http://socialnomics.net/2009/08/11/statistics-show-social-media-is-bigger-than-you-think/
• http://www.facebook.com
• http://www.myspace.com
• http://www.ning.com
• http://www.linkedin.com
• http://www.hi5networks.com/blog/
•
• http://malefis.u-strasbg.fr/site/images/homer-brain.jpg
• http://www.geekologie.com/2009/09/dont_friend_your_mom_more_face.php
• http://en.wikipedia.org/wiki/File:Elias_Zerhouni_close-up_official_photo.jpg

84. Images
• http://www.cdc.gov/SocialMedia/
• http://www.facebook.com/takeastepagainstcervicalcancer#/takeastepagainstcervicalcancer?v=box_3
• http://www.facebook.com/pages/Orlando-FL/UCF-Student-Counseling-Center/52063513049
http://holydogwater.files.wordpress.com/2007/10/borat-greatsuccess.jpg
• http://thenastyboys.files.wordpress.com/2008/01/huggybear.jpg
• http://media.photobucket.com/image/drunk%20student/silverbeam/A%20CSM%20Blog/Drunk.jpg
• http://www.bc.edu/bc_org/svp/st_org/mktacad/Images/511px-
Boston_College_with_Boston_skyline.jpg
• http://www.bc.edu/bc_org/svp/st_org/mktacad/Images/511px-
Boston_College_with_Boston_skyline.jpg
• http://media.photobucket.com/image/Pitfall%20video%20game/cliche_city2/pitfall.jpg

85. Images
• http://www.twitip.com/twitter-tips-for-beginners-video/
• http://z.about.com/d/politicalhumor/1/0/y/m/2/stop-or-tweet.gif
• http://twitter.com/jensmccabe/status/3073739543
• http://cache0.techcrunch.com/wp-content/uploads/2009/10/twitter_bird_logo_by_ipotion.jpg
• http://twitter.com/poikonen
• http://twitter.com/search/users?q=Walgreens&category=people&source=find_on_twitter
• http://twitter.com/Walgreens
• http://twitter.com/CVS_Cares
• http://twitter.com/rankospharmacy
• http://twitter.com/APhA_HCR

86. Images
• http://www.ignitelabs.com/pharmatwitter/
• http://www.telegraph.co.uk/telegraph/multimedia/archive/01369/twitter-pic_1369969c.jpg
http://www.flickr.com/photos/joeysplanting/2433679130/sizes/l/
• http://www.ci.redwood-city.ca.us/fire/disaster/preparedness%20overvew_clip_image001.jpg
• http://www.cdc.gov/socialmedia/campaigns/h1n1/#Microblogs
• http://www.nasddds.org/PanFlu/H1N1.jpg
• http://newmexicoindependent.com/wp-content/uploads/2008/12/twitter-art.jpg
• http://www.flickr.com/photos/30211781@N04/3937067223/in/set-72157622279693151/
• http://farm4.static.flickr.com/3365/3201878338_65aebe014d.jpg
• http://twitter.com/CVS_pharm/status/2794096289

87. Images
• http://thepcsecurity.com/wp-content/uploads/2009/08/twitter-risk-analysis.png
• http://tweetphoto.com/671561
http://www.flickr.com/photos/dosik/118828513/
http://www.flickr.com/photos/the_brownhorse/2553314429/
If thumbnail/URL not present, image has been purchased/licensed
Expanded slidedeck images can be found under notes tab

88. Thank you for your time!
clauson@nova.edu @kevinclauson