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McGowan - SoMe and Physician Learning - March 29th 2012
The study surveyed primary care physicians and oncologists to identify factors influencing their adoption and use of social media to share medical information. It found that while a majority have social media accounts, far fewer actively use it for professional purposes. Physicians' attitudes were mixed, seeing both benefits like improved quality of care but also barriers like concerns over time consumption. Based on a technology acceptance model, factors like perceived usefulness, ease of use, social norms, and innovativeness predicted greater adoption. The study provides insights to better understand physician use of social media and next steps to demonstrate its value for sharing knowledge.
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McGowan - SoMe and Physician Learning - March 29th 2012
- 1. Factors Influencing theAdoption and Use of Social Media by Physicians Presented by: Brian S. McGowan, PhD @briansmcgowan *** Author of the forthcoming fall 2012 release of: *** #SOCIALQI: Simple Solutions for Improving Your Healthcare March 29th, 2012
- 2. Inconsistent Data ofDocs ‘Using’ SoMe Sermo 2010 Do you use ____ professionally? 2% Twitter 4% Facebook PeerView 2010 MCM 2010; unpublished
- 3. Misleading Data ofDocs ‘Using’ SoMe Do you ‘have a Facebook account’? 64% YES 36% NO Have you ever ‘used’ Twitter? 20% YES 80% NO Have you ever participated in an online health blog? 35% YES 65% NO Do you ‘use’ YouTube? * ACS has a YouTube Channel 82% YES 18% NO (n~300) American College of Surgeons 2010: http://bit.ly/e5PiaP
- 4. !!%*&^## Data ofDocs Using SoMe Sept. 2011
- 5. How comfortable areyou that you understand how physicians are using social media? @briansmcgowan March 29th, 2012
- 6. Defining ‘Social Media’ Internet-basedapplications 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.
- 7. Defining ‘Meaningful Use’ Hypothesis: Thereare 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
- 8. Defining ‘Meaningful Use’ Bucket1 Care Bucket 2 Info Bucket 3 Info
- 9. Defining ‘Sharing MedicalInformation’ • The exchange of information, advice, ideas, reports and scientific discoveries with Bucket 3 other in the medical community. • A focus on life-long learning and practice improvement
- 10. Authors and Collaborators BryanVartabedian, MD, FAAP Assistant Professor of Pediatrics Baylor 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
- 11. 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
- 12. The Technology AcceptanceModel (TAM) Perceived Usefulness Behavior Attitude Technology Use External Factors Intention to Use Perceived Ease of Use Davis, F. D. (1989), "Perceived usefulness, perceived ease of use, and user acceptance of information technology", MIS Quarterly 13(3): 319–340
- 13. Methods • 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
- 14. Survey Sample Demographics Demographic Characteristics Oncology Primary Care n = 186 n = 299 Degree MD/DO 100% 100% Years since graduation from medical school Mean/St. dev. 24 years/10 24 years/9 Percent Male 75% 72% Patients seen per week Mean/St.dev. 100 patients/56 124 patients/73 Practice 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%
- 15. Physician Adoption andUse of Social Media to Share Medical Knowledge with Other Physicians
- 16. Physician Adoption andUse of Social Media to Share Medical Knowledge with Other Physicians 100% 90% Unaware 80% Will Never Use 70% Current User 60% 50% 40% 30% 20% 10% 0% Twitter eMail YouTube Podcasting Texting Blogs iTunes LinkedIn Wikis Facebook Communities Mobile Apps RSS Feeds Doc-only
- 17. How comfortable areyou that you understand WHY physicians are ‘using’ social media? @briansmcgowan March 29th, 2012
- 18. Physician attitudes towardsusing social media Primary Care Physicians 18% 49% 33% Oncologists 22% 45% 33% All respondents 20% 47% 33% 0% 20% 40% 60% 80% 100% Waste of time Neutral Essential use of time
- 19. Physician attitudes towardsusing social media Primary Care Physicians 19% 49% 32% Oncologists 23% 45% 33% All respondents 21% 47% 32% 0% 20% 40% 60% 80% 100% Risky Neutral Beneficial
- 20. Physician attitudes towardsusing social media Primary Care Physicians 14% 49% 38% Oncologists 18% 50% 33% All respondents 15% 49% 36% 0% 20% 40% 60% 80% 100% Boring Neutral Engaging
- 21. Physician attitudes towardsusing social media Primary Care Physicians 18% 43% 39% Oncologists 23% 45% 32% All respondents 20% 44% 37% 0% 20% 40% 60% 80% 100% Bad way to get info Neutral Good way to get info
- 22. Physician attitudes towardsusing social media Primary Care Physicians 17% 50% 32% Oncologists 20% 52% 28% All respondents 18% 51% 31% 0% 20% 40% 60% 80% 100% Low quality Neutral High quality
- 23. Benefits of primarycare physicians using social media Using Social Media helps improve the quality of my patient care 7% 8% 6% 17% 29% 22% 10% Using Social Media enables me to care for patients more effectively 6% 11% 5% 17% 28% 22% 10% Using Social Media increases my job productivity 7% 13% 11% 23% 19% 20% 6% Using Social Media improves my job performance 7% 9% 9% 20% 24% 23% 7% Using Social Media enables me to accomplish job tasks more effectively 6% 11% 8% 18% 26% 24% 7% 0% 20% 40% 60% 80% 100% Strongly Disagree Disagree Somewhat Disagree Neither Agree or Disagree Somewhat Agree Agree Strongly Agree
- 24. Ease of use- Primary Care Physicians I find social media easy to use 4%13% 15% 21% 32% 12% It was easy for me to become skillfull at using 6% 12% 14% 23% 30% 11% social media Learning to use social media was easy for 6%11% 14% 21% 31% 13% me 0% 20% 40% 60% 80% 100% Strongly Disagree Disagree Somewhat Disagree Neither Agree or Disagree Somewhat Agree Agree Strongly Agree n = 299
- 25. Advancing the Community– Primary Care Physicians When people share knowledge, the entire 7% 23% 39% 28% professional community benefits It’s important to help my professional 10% 29% 39% 19% community succeed I feel that it is important to help others to 16% 29% 36% 15% advance the professional community 0% 20% 40% 60% 80% 100% Strongly Disagree Disagree Somewhat Disagree Neither Agree or Disagree Somewhat Agree Agree Strongly Agree n= 299
- 26. Social Norming –Primary Care Physicians People in my profession who have an influence on me encourage the use of social 8% 18% 13% 28% 16% 14% media People in my profession who are important to me encourage the use of social media 18% 15% 23% 17% 15% There is a critical mass of other physicians that I can reach using social media 11% 13% 27% 23% 18% There is a strong physician community that I can access using social media 12% 13% 25% 21% 22% 0% 20% 40% 60% 80% 100% Strongly Disagree Disagree Somewhat Disagree Neither Agree or Disagree Somewhat Agree Agree Strongly Agree n= 299
- 27. Innovativeness - PrimaryCare Physicians I am dissatisfied with the existing ways to access information related to my medical 8% 19% 21% 30% 12% 8% expertise I improved and developed new techniques in my area of medical expertise 10% 16% 14% 23% 20% 14% In my area of medical expertise, I am 8% 15% 12% 30% 17% 15% regarded as being on the “cutting edge” I usually find out about new social media applications earlier than others 11% 17% 21% 25% 13% 9% I actively seek new ways to use social media in my practice 10% 19% 11% 22% 20% 15% 0% 20% 40% 60% 80% 100% Strongly Disagree Disagree Somewhat Disagree Neither Agree or Disagree Somewhat Agree Agree Strongly Agree n= 299
- 28. Barriers – PrimaryCare Physicians I prefer using traditional sources of medical 9% 15% 20% 20% 24% 10% knowledge I am concerned that using social media will 16% 14% 17% 27% 16% 7% consume too much time once I get started I don't have time to learn how to use social 5% 23% 18% 19% 22% 8% 5% media for professional purposes I am too busy to participate in social media 14% 15% 18% 25% 18% 8% The systems required to participate in social 7% 25% 22% 21% 16% 7% media are not readily available 0% 20% 40% 60% 80% 100% Strongly Disagree Disagree Somewhat Disagree Neither Agree or Disagree Somewhat Agree Agree Strongly Agree n= 299
- 29. Five Next Steps 1. Focus on the ‘big movable middle’ 2. Better understand what fed the various attitudes 3. Explore the barriers more meticulously 4. Objectively demonstrate the benefits of bucket 3 use 5. Insist on this level (or higher) rigor of data!!
- 30. Factors Influencing theAdoption and Use of Social Media by Physicians Questions and Comments @briansmcgowan *** Author of the forthcoming fall 2012 release of: *** #SOCIALQI: Simple Solutions for Improving Your Healthcare March 29th, 2012
Editor's Notes
- #15 Patients seen per week – indication of how much time is/is not available .