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SOCIAL MEDIA AND
CANCER COMMUNITIES
Matthew Katz, MD
Considerations in Clinical PracticeJune 2, 2014
Conflict of Interest
 External advisor, Mayo Clinic Center for Social Media
 Communications Committee, Massachusetts Medical
Society
 No financial links, leadership position with any
healthcare or social media company
Overview
 Social Media
 Definition
 Risks and Benefits in Medicine
 Cancer Communities
 Definition and Types
 Focus on Twitter, LinkedIn
 How it enhances your practice
 Communication
 Collaboration
 Summary
Definition of Social Media
“Social media are web-based tools for
interaction that, in addition to conversation,
allow users to share content such as photos,
videos, and links to resources”
-- Meredith Gould, The Social Media Gospel
Risks of Social Media
 Patient
 Loss of boundaries
 Misinterpreted/bad communication
 Professional
 Reputation
 Malpractice
 Personal
 Split personality (personal/professional)
 Burnout
Benefits of Social Media
 Patients
 Coordinate Care
 Improved communication
 Career
 Networking
 Education
 Career Opportunity
 Reputation Management
 Research
 Collaboration
 Funding
Definition of Community
 A feeling of fellowship with others, as a
result of sharing common attitudes, interests
and goals.
Source: Oxforddictionaries.com
http://bit.ly/1ew9g9F
Brave New World
 Geography doesn’t matter as
much as internet access
 Communities are defined by
interest, not location
 New dynamics for
previously isolated people
POST Methodology
People: Know your audience.
Objectives: Define goals/endpoints.
Strategy: Plan how you want to interact
with others online.
Technologies: Pick a platform that works for
your strategy.
Source: Forrester Research
http://bit.ly/1nm0KtN
Most Efficient = RSS
Online Community Life Cycle
Young C, JMIR 2013
http://1.usa.gov/1lYG9yb
Patient-oriented
 Nonprofit
 American Cancer Society http://bit.ly/1thFA4e
 ASCO http://cancer.net
 Macmillan Cancer http://bit.ly/1eHefEe
 LIVESTRONG http://bit.ly/RuBGqx
 NCI’s LiveHelp http://1.usa.gov/1f1SfPx
 For profit
 smartpatients.com
 talkabouthealth.com
 healthtap.com
 Live chats
 Twitter.com
Social Networks for Professionals
Twitter
 Microblogging platform
 140 character limit
 Founded 2006
 2007: 4000 tweets daily
 2014
 255 M active users, 1 billion registered
 11% of Americans tweet at least once a month
 80% of world leaders have an account
Source: Expanded Ramblings, http://bit.ly/1wTe2E4
Rapid growth of professionals on Twitter
• Now ~75,000 healthcare professionals online
• 152,000 tweets/day
Creation Pinpoint, http://bit.ly/1hU6Kqd
http://bit.ly/QOJqCy
Source: Creation Pinpoint, http://bit.ly/QOJqCy
Where are they?
Cancer on Twitter
Organization Twitter Handle Followers
World Health Organization @WHO 1.2 M
Mayo Clinic @MayoClinic 754 K
American Cancer Society @AmericanCancer 457 K
Health Human Services @HHSGov 369 K
Science Magazine @ScienceMagazine 249 K
NEJM @NEJM 177 K
Lancet @TheLancet 111 K
National Cancer Institute @theNCI 51 K
Institute of Medicine @theIOM 31 K
MD Anderson @MDAndersonNews 26 K
ASCO @ASCO 24 K
AACR @AACR 18 K
RSNA @RSNA 14 K
American College of Surgeons @AmCollSurgeons 14 K
Twitter data, March 29, 2014
How to start on Twitter*
* Applies to most platforms
Hashtags on Twitter
 Used to identify specific
data
 Twitter started using for
trending topics in 2010
 “Narrowcasting” on a
channel – but interactive
 Can coordinate live chats
on a specific topic
Source: weknowmemes.com http://bit.ly/1lwUQ7S
#bcsm – Breast Cancer & Social Media
 Started July 4, 2011
 Organized by two breast cancer advocates
and joined by breast surgeon to moderate
weekly chats
 Focus on advocacy, survivorship, support,
metastatic breast cancer, new research
#BCSM Activity, March 2014
Source: Symplur.com
Current cancer chats
Tweet chat When Tweets in 2013
#bcsm Monday, 8 PM CST 84391
#btsm 1st
Sunday, 9 PM CST 49077
#gyncsm 2nd
Wednesday, 8 PM CST 4374
#lcsm Every other Thursday, 7 PM CST 32339
Source: Symplur.com
Tweet disclaimer used on #gyncsm
http://gyncsm.blogspot.com/p/tweet-disclaimer.html
#LCSM Growth
Source: Symplur.com
Source: Symplur.com, http://bit.ly/1cAmuR7
Source: International Urology Journal Club, http://bit.ly/1io3Fx9
 Mainstream
 Professional
 Default = positive spin
 Lots of industry exposure
 Helpful for
 Showing expertise
 Networking and job search
 Not as focused as doctor-oriented social
networks
Share Your Expertise
http://slidesha.re/1hTBgk7
How It May Enhance Practice
 Better understanding of our patients
 Concerns
 Hot topics that come up in clinic
 May enhance communications skills
 Collaboration
 EMR or 3rd
party HITECH/HIPAA compliant
communications tools
 May help with clinical and basic science research
 Reputation/Brand Management
One of many options
Where to start
 RSS feed
 Find a way to bring interesting content to you
 Sign up for DISQUS commenting system
 LinkedIn.com
 Twitter.com
 Learn the ropes and listen first
 Content curation, creation can follow later
Summary
 Social media are pervasive, powerful
communications tools
 Social media fluency is a skill or tool in medicine
 Require some time to learn, but little technical
skill needed
 You can find communities online that enrich your
life and your practice of medicine
Thank you
 ASCO
 Don Dizon et al.
 All my teachers,
online and in
person

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Social media and cancer communities

  • 1. SOCIAL MEDIA AND CANCER COMMUNITIES Matthew Katz, MD Considerations in Clinical PracticeJune 2, 2014
  • 2. Conflict of Interest  External advisor, Mayo Clinic Center for Social Media  Communications Committee, Massachusetts Medical Society  No financial links, leadership position with any healthcare or social media company
  • 3. Overview  Social Media  Definition  Risks and Benefits in Medicine  Cancer Communities  Definition and Types  Focus on Twitter, LinkedIn  How it enhances your practice  Communication  Collaboration  Summary
  • 4. Definition of Social Media “Social media are web-based tools for interaction that, in addition to conversation, allow users to share content such as photos, videos, and links to resources” -- Meredith Gould, The Social Media Gospel
  • 5. Risks of Social Media  Patient  Loss of boundaries  Misinterpreted/bad communication  Professional  Reputation  Malpractice  Personal  Split personality (personal/professional)  Burnout
  • 6. Benefits of Social Media  Patients  Coordinate Care  Improved communication  Career  Networking  Education  Career Opportunity  Reputation Management  Research  Collaboration  Funding
  • 7. Definition of Community  A feeling of fellowship with others, as a result of sharing common attitudes, interests and goals. Source: Oxforddictionaries.com http://bit.ly/1ew9g9F
  • 8. Brave New World  Geography doesn’t matter as much as internet access  Communities are defined by interest, not location  New dynamics for previously isolated people
  • 9. POST Methodology People: Know your audience. Objectives: Define goals/endpoints. Strategy: Plan how you want to interact with others online. Technologies: Pick a platform that works for your strategy. Source: Forrester Research http://bit.ly/1nm0KtN
  • 11. Online Community Life Cycle Young C, JMIR 2013 http://1.usa.gov/1lYG9yb
  • 12. Patient-oriented  Nonprofit  American Cancer Society http://bit.ly/1thFA4e  ASCO http://cancer.net  Macmillan Cancer http://bit.ly/1eHefEe  LIVESTRONG http://bit.ly/RuBGqx  NCI’s LiveHelp http://1.usa.gov/1f1SfPx  For profit  smartpatients.com  talkabouthealth.com  healthtap.com  Live chats  Twitter.com
  • 13. Social Networks for Professionals
  • 14. Twitter  Microblogging platform  140 character limit  Founded 2006  2007: 4000 tweets daily  2014  255 M active users, 1 billion registered  11% of Americans tweet at least once a month  80% of world leaders have an account Source: Expanded Ramblings, http://bit.ly/1wTe2E4
  • 15. Rapid growth of professionals on Twitter • Now ~75,000 healthcare professionals online • 152,000 tweets/day Creation Pinpoint, http://bit.ly/1hU6Kqd http://bit.ly/QOJqCy
  • 16. Source: Creation Pinpoint, http://bit.ly/QOJqCy Where are they?
  • 17. Cancer on Twitter Organization Twitter Handle Followers World Health Organization @WHO 1.2 M Mayo Clinic @MayoClinic 754 K American Cancer Society @AmericanCancer 457 K Health Human Services @HHSGov 369 K Science Magazine @ScienceMagazine 249 K NEJM @NEJM 177 K Lancet @TheLancet 111 K National Cancer Institute @theNCI 51 K Institute of Medicine @theIOM 31 K MD Anderson @MDAndersonNews 26 K ASCO @ASCO 24 K AACR @AACR 18 K RSNA @RSNA 14 K American College of Surgeons @AmCollSurgeons 14 K Twitter data, March 29, 2014
  • 18. How to start on Twitter* * Applies to most platforms
  • 19. Hashtags on Twitter  Used to identify specific data  Twitter started using for trending topics in 2010  “Narrowcasting” on a channel – but interactive  Can coordinate live chats on a specific topic Source: weknowmemes.com http://bit.ly/1lwUQ7S
  • 20. #bcsm – Breast Cancer & Social Media  Started July 4, 2011  Organized by two breast cancer advocates and joined by breast surgeon to moderate weekly chats  Focus on advocacy, survivorship, support, metastatic breast cancer, new research
  • 21. #BCSM Activity, March 2014 Source: Symplur.com
  • 22. Current cancer chats Tweet chat When Tweets in 2013 #bcsm Monday, 8 PM CST 84391 #btsm 1st Sunday, 9 PM CST 49077 #gyncsm 2nd Wednesday, 8 PM CST 4374 #lcsm Every other Thursday, 7 PM CST 32339 Source: Symplur.com Tweet disclaimer used on #gyncsm http://gyncsm.blogspot.com/p/tweet-disclaimer.html
  • 25. Source: International Urology Journal Club, http://bit.ly/1io3Fx9
  • 26.  Mainstream  Professional  Default = positive spin  Lots of industry exposure  Helpful for  Showing expertise  Networking and job search  Not as focused as doctor-oriented social networks
  • 27.
  • 29.
  • 30. How It May Enhance Practice  Better understanding of our patients  Concerns  Hot topics that come up in clinic  May enhance communications skills  Collaboration  EMR or 3rd party HITECH/HIPAA compliant communications tools  May help with clinical and basic science research  Reputation/Brand Management
  • 31. One of many options
  • 32. Where to start  RSS feed  Find a way to bring interesting content to you  Sign up for DISQUS commenting system  LinkedIn.com  Twitter.com  Learn the ropes and listen first  Content curation, creation can follow later
  • 33. Summary  Social media are pervasive, powerful communications tools  Social media fluency is a skill or tool in medicine  Require some time to learn, but little technical skill needed  You can find communities online that enrich your life and your practice of medicine
  • 34. Thank you  ASCO  Don Dizon et al.  All my teachers, online and in person

Editor's Notes

  1. Change.org petition asking CMS to cover LDCT screening - acquired ~8300 signatures in 3 weeks with no robots
  2. Hashtags let you “narrowcast” and create communities based upon interest - Why shouldn’t every disease have ability to create community?