Game 2010 - Social Networking and CME


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Presentation given on June 8, 2010 at the GAME Conference in Montreal covering the evolving role of Social Media and Networking in Continuing Medical Education and Continuing Physician Professional Development

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Game 2010 - Social Networking and CME

  1. 1. CME And Social Networking Global Alliance for Medical Education 2010 Fifteenth Annual Meeting 8 th June 2010 – Montreal, Quebec, Canada Lawrence Sherman, FACME, CCMEP Senior Vice President, Educational Strategy
  2. 2. Baseline Assessment: What Does Social Networking Mean To You? <ul><li>What comes to mind? </li></ul><ul><li>Do you use any social networking sites? </li></ul><ul><li>Have you ever used these sites for professional reasons? </li></ul><ul><li>Do you believe that not all social networking sites are appropriate for professional use? </li></ul><ul><li>Do you think that there is any role for social media/social networking in CME? </li></ul><ul><li>What would you like me to be sure to cover today? </li></ul>
  3. 3. When I Think of Social Media…
  4. 4. Can Any or All of That Be Incorporated Into CME? <ul><li>Absolutely </li></ul><ul><li>Social Medial and 2.0 in general can fill needs previously not met in CME </li></ul><ul><ul><li>Deeper assessments of learner needs </li></ul></ul><ul><ul><li>Ongoing assessment </li></ul></ul><ul><ul><li>Post-activity follow-up </li></ul></ul><ul><ul><li>Intra-activity linkage </li></ul></ul><ul><ul><li>Appropriate student/faculty interaction </li></ul></ul><ul><ul><li>Involvement down to patient level </li></ul></ul><ul><ul><li>Transparency throughout the educational process </li></ul></ul><ul><li>There can, should and will be more touch points with the learners </li></ul>
  5. 5. My Presentation Relies on Social Media <ul><li>Preparation </li></ul><ul><ul><li>Needs through social networks </li></ul></ul><ul><ul><ul><li>Searching (1.0) and questioning (2.0) </li></ul></ul></ul><ul><ul><ul><li>Twitter chats </li></ul></ul></ul><ul><ul><ul><li>LinkedIn Group Questions (CME, European CME, CACHE) </li></ul></ul></ul><ul><ul><ul><li>Facebook interactions </li></ul></ul></ul><ul><li>Delivery/participation </li></ul><ul><ul><li>Remote participants via live interactions </li></ul></ul><ul><ul><ul><li>Twitter #game2010 </li></ul></ul></ul><ul><ul><ul><li>Email (for non-tweeters) </li></ul></ul></ul>
  6. 6. The Theme of This Conference is Innovation <ul><li>Does the use of Social Media represent innovation? </li></ul>
  7. 7. The Theme of This Conference is Innovation <ul><li>Does the use of Social Media represent innovation? </li></ul>
  8. 8. I Think That Using Social Media in CME Represents… <ul><li>Innovation by almost every definition found! </li></ul><ul><li>But we should not think of any one new thing by itself! </li></ul><ul><li>The role of Social Media in CME is only a small part of what we can be doing </li></ul><ul><ul><li>CME must be advocated </li></ul></ul><ul><ul><li>CME must be integrated </li></ul></ul><ul><ul><li>CME must evolve </li></ul></ul><ul><li>For these things to happen, educators, providers, supporters, learners and any other stakeholders must </li></ul><ul><ul><li>Evaluate what is needed </li></ul></ul><ul><ul><li>Accept change where it needs to occur </li></ul></ul><ul><ul><li>Facilitate this change </li></ul></ul>
  9. 9. Is There A Place For Social Networking in Medicine and CME? <ul><li>Physicians and healthcare providers need to communicate </li></ul><ul><ul><li>With each other </li></ul></ul><ul><ul><li>With their patients </li></ul></ul><ul><ul><li>With the public </li></ul></ul><ul><ul><li>With other professionals </li></ul></ul><ul><li>Physicians and healthcare providers represent a “community” </li></ul><ul><li>Needs assessments and professional practice gap analyses consistently identify communications as an area of need </li></ul>
  10. 10. Has Social Networking Existed With Different Names? <ul><li>Perhaps! </li></ul><ul><ul><li>Physicians Online – 1990s </li></ul></ul><ul><ul><ul><li>Online community through subscriptions </li></ul></ul></ul><ul><ul><ul><li>Interactions </li></ul></ul></ul><ul><ul><ul><li>Short of networking </li></ul></ul></ul><ul><ul><li>Medscape </li></ul></ul><ul><ul><ul><li>Huge community – global </li></ul></ul></ul><ul><ul><ul><li>Limited interactions </li></ul></ul></ul><ul><ul><ul><li>No networking per se </li></ul></ul></ul><ul><ul><li>Other similar groups </li></ul></ul><ul><ul><ul><li>MedPage Today </li></ul></ul></ul><ul><ul><ul><li>Epocrates </li></ul></ul></ul><ul><ul><li>Interactions were driven by the “sites” therefore one-way </li></ul></ul><ul><li>What about specialty society web sites/offerings? </li></ul><ul><ul><li>Maybe… </li></ul></ul>
  11. 11. Real Social Networking Emerges… <ul><li>SERMO </li></ul><ul><ul><li>Original mission: Adverse events reporting </li></ul></ul><ul><ul><li>Moved quickly to: Multi-use, physician only community </li></ul></ul><ul><ul><li>No advertising </li></ul></ul><ul><ul><li>Funding model: selling data to pharma, govt, etc. </li></ul></ul><ul><ul><ul><li>Secondary funding model: access to CME providers for audience generation, participation, measurement </li></ul></ul></ul><ul><ul><li>Had partnership with AMA; ended in July 2009 </li></ul></ul><ul><li>Ozmosis </li></ul><ul><li>Syndicom </li></ul><ul><li>LinkedIn </li></ul><ul><li>Others where communities already exist </li></ul><ul><ul><li>Add in where the community has a need </li></ul></ul><ul><ul><li>Useful in CME at many levels </li></ul></ul>
  12. 12. SERMO - What Do We See?
  13. 13. Ozmosis – The Trusted Physician’s Network Ozmosis Powers the Exchange of Timely and Relevant Medical Information
  14. 14. Ozmosis Approach To Ensuring Appropriate Trust and Sharing <ul><ul><li>Ozmosis uses </li></ul></ul><ul><ul><li>real identities </li></ul></ul><ul><li>Only licensed and verified Physicians can join </li></ul><ul><li>Physicians interact free from prying eyes </li></ul>You are Entering a Commercial Area Ozmosis will not share your personal information or discussions without your express permission.
  15. 15. Ozmosis – Needs Assessment 2.0 Question Discussion Extract current trends, treatments, beliefs from the Community and build highly tailored CME to match it Triptans Tricyclics Coenzyme-Q-10 Intra Nasal Lidocaine Magnesium Calcium Channel Blockers Topamax
  16. 16. Syndicom Spineconnect – Early and Strong
  17. 17. The Power Of The Platform <ul><li>CME can be deployed in any form (video, slideshow, podcast, etc) </li></ul><ul><li>The community drives learning and awareness </li></ul><ul><ul><li>Peer-to-Peer interaction influences learning and behavior change – </li></ul></ul><ul><ul><ul><li>Reinforcement of learning through community acceptance </li></ul></ul></ul><ul><ul><li>Immediate feedback - quality of CME product, etc </li></ul></ul><ul><li>Behavior change tracking </li></ul><ul><ul><li>Track over time </li></ul></ul><ul><ul><ul><li>Capture how each physician behaves, reports, and discusses the topic as time goes on </li></ul></ul></ul><ul><ul><ul><ul><li>Do they evangelize the technique/process/treatment/etc </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Do they ask about it again? </li></ul></ul></ul></ul><ul><ul><ul><li>vs. traditional post CME surveys (one and done) </li></ul></ul></ul>
  18. 18. Social Networking – Helpful For Accredited Providers <ul><li>C2, C4, C5 in 2006 Updated ACCME Criteria could benefit </li></ul><ul><li>Compliance with C16-22 leads to Accreditation with Commendation </li></ul><ul><li>C21 in 2006 Updated ACCME Criteria: </li></ul><ul><ul><li>The provider participates within an institutional or system framework for quality improvement </li></ul></ul><ul><li>Appropriate use of social networking can certainly help! </li></ul>
  19. 19. Where Does Social Network Fit In With CME <ul><li>Needs Assessments </li></ul><ul><ul><li>Sleep/wake and National Sleep Foundation </li></ul></ul><ul><ul><li>Posed barriers to diagnosis/care/outcomes question </li></ul></ul><ul><ul><li>Answers from patients, caregivers, physicians, nurses </li></ul></ul><ul><ul><li>Used information in activity development – can report back too </li></ul></ul>
  20. 20. Many Organizations Set Up Facebook Pages <ul><li>Reach constituency </li></ul><ul><li>Provide access </li></ul><ul><ul><li>Right information </li></ul></ul><ul><ul><li>Right contact data </li></ul></ul><ul><ul><li>Right communities </li></ul></ul><ul><li>Can help to combat false information on the Internet </li></ul>
  21. 21. Use of Facebook in A Needs Assessment
  22. 22. Twitter – Many Uses For CME Providers
  23. 23. Twitter – Follow <ul><li>#hcsm, hcsmeu, #game2010 </li></ul><ul><li>@cmeadvocate, @europeancme, @meducate </li></ul><ul><li>@asco, #asco10 </li></ul>
  24. 24. Use Of Twitter in MY Needs Assessment
  25. 25. Use of LinkedIn in MY Needs Assessment
  26. 26. Use of LinkedIn in MY Needs Assessment
  27. 27. Know Your Audience – I 60% of Doctors are Interested in Physician Social Networks Manhattan Research – Taking the Pulse v8 hello
  28. 28. Know Your Audience - II <ul><li>Q1 2008 telephone and online survey of 1,832 practicing U.S. physicians </li></ul><ul><li>Sermo and Medscape Physician Connect are the two largest physician-only online communities </li></ul><ul><ul><li>Each has about 100,000 users </li></ul></ul><ul><ul><li>Physicians participating in such online communities are more likely to: </li></ul></ul><ul><ul><ul><li>Be primary care physicians </li></ul></ul></ul><ul><ul><ul><li>Be female </li></ul></ul></ul><ul><ul><ul><li>Own a PDA or smartphone </li></ul></ul></ul><ul><ul><ul><li>Go online during or between patient consultations </li></ul></ul></ul><ul><ul><ul><li>Be slightly younger than the average physician </li></ul></ul></ul>Manhattan Research – Taking the Pulse v8
  29. 29. Know Your Audience - III <ul><li>Examples of who is using Twitter? </li></ul><ul><ul><li>Government </li></ul></ul><ul><ul><ul><li>CDC </li></ul></ul></ul><ul><ul><ul><li>FDA </li></ul></ul></ul><ul><ul><li>Specialty societies </li></ul></ul><ul><ul><ul><li>AHA </li></ul></ul></ul><ul><ul><ul><li>NKF </li></ul></ul></ul><ul><ul><li>Healthcare providers </li></ul></ul><ul><ul><ul><li>GICareCenter </li></ul></ul></ul><ul><ul><ul><li>GoSleepSeattle </li></ul></ul></ul><ul><ul><li>Supporters </li></ul></ul><ul><ul><ul><li>BI - Novartis </li></ul></ul></ul><ul><ul><ul><li>AZ - JnJ </li></ul></ul></ul><ul><ul><ul><li>Roche - Pfizer </li></ul></ul></ul>
  30. 30. Know Your Audience – IV
  31. 31. Social Media is Playing a Larger Role in Public Health CDC had less than 1,000 Twitter followers in March. They now have over 500,000 <ul><li>CDC’s H1N1 video has over 1,000,000 views </li></ul><ul><li>&quot;Web-based mapping, search-term surveillance, &quot;microblogging,&quot; and online social networks have emerged as alternative forms of rapid dissemination of information.&quot; </li></ul><ul><li>New England Journal of Medicine on May 7, 2009 </li></ul>
  32. 32. And “Your” Audience Grows – Friending and Retweeting
  33. 33. Found On Twitter – Bias Or JIT Reporting?
  34. 34. Found On Twitter – MDs And Twitter
  35. 35. Found In Traditional Media – MedAdNews August 2009
  36. 36. How Do You Measure Success Of Social Networking in CME? <ul><li>Depends on the use </li></ul><ul><ul><li>Needs assessment </li></ul></ul><ul><ul><ul><li>Easy: did you find info, is it credible, and were gaps identified? </li></ul></ul></ul><ul><ul><li>Audience generation </li></ul></ul><ul><ul><ul><li>Easy: quantify those participating solely as a result of social network invitation </li></ul></ul></ul><ul><ul><li>Educational delivery </li></ul></ul><ul><ul><ul><li>Easy: compare participation, completion and certificate requests with controls from outside network </li></ul></ul></ul><ul><ul><li>Evaluation </li></ul></ul><ul><ul><ul><li>Easy: compare educational impact measurement with controls from outside network </li></ul></ul></ul><ul><li>Then why are four easy things so hard to find? </li></ul>
  37. 37. My Answers <ul><li>The use of social networking in CME is still young </li></ul><ul><li>Activities that have used various aspects of social networking have only recently been completed or haven’t taken place yet </li></ul><ul><li>The initial inclusion of social networking in CME may not have been best practices </li></ul><ul><li>Those with the data may not be sure of what they have </li></ul><ul><li>Those with the data may not be ready to share </li></ul><ul><li>The most empiric use of social networking in CME will be when CME providers incorporate it as an appropriate adjunct at all relevant time points in the lifecycle of CME activities and programs </li></ul>
  38. 38. Looking Forward - Opportunities <ul><li>Social networking will absolutely play a greater role in CME moving forward </li></ul><ul><ul><li>Needs assessments </li></ul></ul><ul><ul><ul><li>Collaboration with societies and organizations </li></ul></ul></ul><ul><ul><li>Community formation </li></ul></ul><ul><ul><ul><li>Patient management based groups </li></ul></ul></ul><ul><ul><ul><li>Care team education </li></ul></ul></ul><ul><ul><li>Educational design (including evaluation) </li></ul></ul><ul><ul><ul><li>“Community” based education </li></ul></ul></ul><ul><ul><ul><li>Participation in post-activity discussion re impact of education </li></ul></ul></ul><ul><ul><ul><li>Addressing of inter-specialty and intra-disciplinary communications barriers </li></ul></ul></ul>
  39. 39. LinkedIn CME Group – Are You Members?
  40. 40. Any Questions? [email_address] Thank You!
  41. 41. Few Publications Exist! <ul><li>Latest articles </li></ul><ul><ul><li>Social Networking Sites: A Novel Portal For Communication </li></ul></ul><ul><ul><ul><li>Farmer AD et al. Postgrad Med J 2009 Sep;85(1007):455-9 </li></ul></ul></ul><ul><ul><li>Docs Get Social in Social Media </li></ul></ul><ul><ul><ul><li>Pilkus C. MedAdNews August 2009 </li></ul></ul></ul><ul><li>Paucity of articles focusing on CME and social media/networking in peer-reviewed journals and/or second- and third-tier journals </li></ul><ul><li>Wealth of opinions USING social media </li></ul><ul><ul><li>Is this a valid data retrieval technique? </li></ul></ul>
  42. 43. Key Points/Observations: Farmer et al <ul><li>Evaluated role of Facebook as healthcare communication portal for patients, caregivers and healthcare professionals </li></ul><ul><li>Identified >290,000 users who were part of >700 Facebook groups associated with common medical conditions </li></ul><ul><li>Groups were categorized as </li></ul><ul><ul><li>Patient groups (47.4%) </li></ul></ul><ul><ul><li>Patient/carer support groups (28.1%) </li></ul></ul><ul><ul><li>Fundraising groups (18.6%) </li></ul></ul><ul><ul><li>Others (5.8%) </li></ul></ul><ul><li>Scientific and educational communities also represented </li></ul><ul><li>Malignant neoplasms and cardiovascular diseases had majority of users (~141,000) </li></ul><ul><li>Concluded that Facebook has a role in healthcare communication (extrapolate to education?) </li></ul>
  43. 44. Key Points/Observations: C Pilkus/MedAdNews <ul><li>Review of 8 organization/sites that report using social networking within CME </li></ul><ul><li>Selection criteria of sites not provided </li></ul><ul><li>Validation process of sites/content not described </li></ul><ul><li>Primarily subjective information </li></ul><ul><li>Factoids </li></ul><ul><ul><li>In survey of 5,000 CME/meeting professionals by, 88% reported that they will be using social media this year </li></ul></ul><ul><ul><li>Large and small organizations, irrespective of accreditation status, reported examples of social networking </li></ul></ul><ul><li>Best practices for who, what, where, when, why and/or how not addressed </li></ul>
  44. 45. Use of Facebook in A Needs Assessment
  45. 46. Twitter – Many Uses For CME Providers
  46. 47. Use Of Twitter in MY Needs Assessment
  47. 48. Use Of LinkedIn In MY Needs Assessment – For Tomorrow
  48. 49. Integrated CME 2.0 An Example?
  49. 50. What Has CME Traditionally Been? <ul><li>Live, didactic, non-interactive, based on presumed needs </li></ul><ul><li>Enduring </li></ul><ul><ul><li>Print </li></ul></ul><ul><ul><li>Online </li></ul></ul><ul><ul><ul><li>Mega-sites </li></ul></ul></ul><ul><ul><ul><ul><li>Medscape </li></ul></ul></ul></ul><ul><ul><ul><ul><li>MedPageToday </li></ul></ul></ul></ul><ul><ul><ul><ul><li>MD Briefcase </li></ul></ul></ul></ul><ul><ul><ul><li>Single-topic sites </li></ul></ul></ul><ul><ul><ul><ul><li>Millions! </li></ul></ul></ul></ul><ul><ul><li>Other tech </li></ul></ul><ul><ul><ul><li>Epocrates </li></ul></ul></ul><ul><ul><ul><li>Others? </li></ul></ul></ul><ul><ul><li>Not about patients! </li></ul></ul>
  50. 51. Current Online Activity – 2.0???
  51. 52. Current Handheld CME – 2.0?
  52. 54. What Needed (Or Needs) To Be Done? <ul><li>Better assessment of needs </li></ul><ul><li>Better methodology selection </li></ul><ul><ul><li>Linked activities </li></ul></ul><ul><ul><li>“ Community” development </li></ul></ul><ul><ul><li>Adding in social networking/interaction </li></ul></ul><ul><ul><li>PI CME/PoC CME </li></ul></ul><ul><ul><li>QA/MoC/MoL </li></ul></ul><ul><li>Better evaluation </li></ul><ul><ul><li>Competence/performance/patient outcomes </li></ul></ul><ul><ul><li>Aggregating data </li></ul></ul><ul><ul><li>Comparing data </li></ul></ul><ul><li>Prepare MD learners to use Web 2.0 </li></ul><ul><ul><li>And to help patients navigate through the data that they find </li></ul></ul><ul><li>AND THEY MUST KNOW WHERE TO FIND IT! </li></ul>
  53. 55. Use Of LinkedIn In MY Needs Assessment
  54. 56. What Qualifies As CME/CPD 2.0? <ul><li>Your thoughts… </li></ul>
  55. 57. What Qualifies As CME/CPD 2.0? <ul><li>Your thoughts… </li></ul><ul><li>My thoughts and findings… </li></ul><ul><ul><li>Appropriate use of technologies </li></ul></ul><ul><ul><li>Use of social media/social networking as a tool at all stages in CME activities design, development, implementation and evaluation </li></ul></ul><ul><ul><li>True PoC needs based education that is user driven </li></ul></ul><ul><ul><ul><li>Validated references </li></ul></ul></ul><ul><ul><ul><li>Blogs </li></ul></ul></ul><ul><ul><ul><li>Other resources </li></ul></ul></ul><ul><ul><li>It needs to use technologies based on their application to activities, and not simply for the sake of using technologies </li></ul></ul><ul><ul><li>Use ePatients? </li></ul></ul>
  56. 58. But It Isn’t Just About Activity Delivery <ul><li>Use of 2.0 technologies for </li></ul><ul><ul><li>Needs assessments </li></ul></ul><ul><ul><ul><li>Interactive </li></ul></ul></ul><ul><ul><ul><li>Multiple components </li></ul></ul></ul><ul><ul><li>Outcomes measurements </li></ul></ul><ul><ul><ul><li>Post-activity dialog related to impact of education </li></ul></ul></ul><ul><ul><li>Faculty planning and training </li></ul></ul><ul><ul><li>Sharing of data/information </li></ul></ul>
  57. 59. What About Blogging CME
  58. 60. Is Any Of This Being Done? <ul><li>Do you know of examples? </li></ul>
  59. 61. Who Should Be Doing This? <ul><li>Educators! </li></ul><ul><li>CME Providers </li></ul><ul><ul><li>Accreditation matters! </li></ul></ul><ul><li>But they cannot do it alone… </li></ul><ul><ul><li>Collaboration matters </li></ul></ul><ul><ul><ul><li>Audience generation specialists </li></ul></ul></ul><ul><ul><ul><li>Delivery partners (existing audience) </li></ul></ul></ul><ul><ul><ul><li>Measurement partners </li></ul></ul></ul><ul><li>The key will be to move the thought process from where is funding coming from to is this education, is it relevant, and is it embracing current methodologies and technologies </li></ul>
  60. 62. Conclusions <ul><li>CME 2.0 is still a goal, but providers are beginning to embrace it </li></ul><ul><li>There needs to be a bridging of the gap between CME and the rest of healthcare with respect to 2.0-ability </li></ul><ul><li>The tools, minds, and opportunities exist, but they must be put into practical use </li></ul><ul><li>Will we see CME 2.0 or Med 3.0 first? </li></ul><ul><ul><li>My guess: it’ll be close! </li></ul></ul>