Lecture to first year uOttawa medical students by Pat Rich and Ann Fuller

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Professional use of social media in
medical education
Presentation to uOttawa Undergraduate Medical Education
Program
Sept. 10, 2013
uOttawa
Pat Rich @cmaer
Ann Fuller @annfuller

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Lecture Objectives
 Discuss the potentials of social networking tools such as
Facebook, Twitter, LinkedIn and Google+ in medical education.
 Discuss the safe and professional behaviours regarding social
networking usage.

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Who we are
Ann Fuller – Director, Public Relations - CHEO
Pat Rich – Director and Editor-in-chief, Canadian Medical Association
Both experienced health care communicators with a keen interest and
involvement in the use of social media tools in medicine and health care
and believers in the value of these tools
WHO WE ARE NOT
Physicians
Academics

4. WhatisSocialMedia?
 Extension of every day interaction
 Conversations & exchange
 Communities of shared interest
 Tools for innovation
 Integrates technology

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“We have current roles
and guidelines but times
are changing quickly. By
2017 patients and their
health care providers
are going to be
communicating very
differently.”
Dr. Darren Beiko, Queens
University urologist, July,
2013

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A changing environment
 New health information technology tools
 Engaged patients
 Collaborative, team-based care

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A changing environment
 A variety of forces are conspiring to redefine the physician: tech |
information | health 2.0. We must understand our evolving role
 Reality of the networked world: social communication will define the way
MDs engage, learn and communicate
 The most important decision a physician will make is who and what to
listen to
 The internet has changed the way patients see doctors, their diseases
and themselves
 Med students are at a very unique point in med history: Between a
collapsing analog age and an emerging digital age
 A great digital footprint will never cover for a doctor’s poor care
Dr. Bryan Vartabedian, adapted tweets from lecture to first
year Baylor College of Medicine Students

8. Whycare?

9. HealthEducation

10. HealthEducation

11. Engagement

12. Drug-Drug Interaction Alert Project
Collaboration

13. Research & Academic Mandate
 Knowledge exchange & crowdsource
 Teaching tool
 Raise visibility for experts/expertise
 Clinical trial recruitment
Research/Acadmic

14. The importance of Social Media in Medicine
Dr. Scott Strayer, Univ of Virginia Health System
http://www.youtube.com/watch?v=T0w9yIc76zo

16. Average time between
discovery of medical
innovation and widespread
adoption?

17. Patient Care & Support
 Anti stigma
 Patient & family support groups
 Clinical diagnosis
 Patient care
ApplicationsofSocial
NetworksforHospitals

24. Courtesy Dr. Mistry, SickKids

27. Courtesy Dr. Mistry, SickKids

29. Flickr, USHR FD

30. #haiti #cholera

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I think there are too many people on the
Web offering advice to you on how to use
social media. Most of this advice is just
regurgitated advice from people you may
never have heard of before,
…You really don’t need “How To” tips
on blogging or Twitter. Oh, I’m
confident that you’ll be told otherwise
– but those folks, well-intentioned as
they may be, don’t understand that
you’re smarter than that.
Rather than learn bad habits from the
get-go, take advantage of your lack of
experience. It’s okay to make mistakes
that don’t cause harm and violate the
privacy and dignity of others.
From: Physician Social Media: Has
Advice About It Become a Crock? Yes
@philbaumann, Jan. 1, 2013

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The rules
 College of Physicians and Surgeons of Ontario Guidelines
 Canadian Federation of Medical Students (CFMS) Guide to Medical
Professionalism: Recommendations For Social Media
 Canadian Medical Association – Issues and Rules of Engagement
….. Und so weiter

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The rules - translated
“Don’t be banal, self-promote excessively, share confidential material
(especially about patients), be a troll, break the law, commit a libel, or
overdo it.”
Dr. Richard Smith, BMJ, March 1, 2012

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The rules - translated
 Don’t Lie, Don’t Pry
 Don’t Cheat, Can’t Delete
 Don’t Steal. Don’t Reveal
 Dr. Farris Timimi, medical director, Mayo Clinic Center for Social Media, April
5, 2012

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Key elements of the rules
* Apply same principles of professionalism that apply in person
* Respect patient confidentiality
“Student professionalism … can be strained by the use of social media due
to its familiarity, ubiquity and impersonal nature.”
“Social media should be treated as a public forum akin to an op-ed in a
newspaper or a lecture. Anything that would be inappropriate to share in
these more traditional outlets should be considered inappropriate to share
online.”
CFMS Guide to Medical Professionalism:
Recommendations for Social Media

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CMA guidance
 Rules of Engagement
 Understand technology and audience
 Be transparent
 Respect others
 Focus on areas of expertise

37.  Impact to patients
 Liability
 Privacy
 Ethics
 Boundaries
 Time theft
 Reputation
 Compensation
Thechallenges

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What not to do
Chicago Doctor Accused of Posting Photos of Intoxicated Patient
Aug. 20, 2013 (AP)
By ALANA ABRAMSON A former Northwestern University student claims
that after she was admitted to an Illinois hospital for extreme intoxication, a
doctor there took photos of her and posted them to social media sites with
commentary about her condition.
Elena Chernyakova filed suit in the Cook County Circuit Court against Dr.
Vinaya Puppala, the Feinberg School of Medicine and the Northwestern
Memorial Hospital on Aug. 15, claiming invasion of privacy and infliction of
emotional distress. Puppala is a fellow in the Multidisciplinary Pain Medicine
Fellowship at Feinberg, which works in conjunction with Northwestern
Memorial Hospital, according to court documents.

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Twitter post by Tennessee cardiologist, Nov. 15,
2012
What not to do - II

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Why consider using social media
 To stay informed
 As a learning tool in medical education
 Communicate (engage) with peers and patients
 Disseminate information
 Advocate for/against something
 Because if you decide not to use social media, your decision should be
based on sound knowledge about what you are choosing not to use

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Why consider using social media (post-graduate)
For public health purposes (e.g. tracking epidemics or spread of new
pathogens)
 To show your clinical technique on YouTube
 For public health purposes (e.g. tracking epidemics or spread of new
pathogens)
 To help get a job
 To deliver clinical care!!!

42. Join Groups
Recruitment

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Social media at school
What the CFMS guide says:
“… the rules of academic integrity continue to apply online. Social media
and the internet should not be used for plagiarism or gaining unfair
advantages with respect to evaluation, such as by sharing or receiving
exam content.”

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Social media at
medical school II
Students who
don’t use social
media in school
“are missing out.”
Dr. Mike Leveridge,
Queen’s University
urologist

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-“For those of us
who have the
philosophy that we
want to graduate
docs who are
better than we are,
Twitter is a great
thing.”
Dr. Chris Simpson, cardiologist
and CMA President-Elect

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Using social media in medical school: Suggestions
 Facebook presence for classmates etc
 LinkedIn account to:
 Build network for future career
 Follow discussion forums on medical education
 Twitter account to:
 Develop your list of people, journals and other accounts to follow
 Watch (and engage) medical Twitter community (e.g. #hcsmca,
#hcsm)
 Follow and engage your professors

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Social media and you, the medical student
Students come to medicine with a relatively self-focused view of their
networked world, and don’t yet understand how they fit into the broader
networked world. As they mature professionally, they recognize that they
are part of a broader community, which brings accountability. This
progression has real importance when we expose ourselves to the great
wide open.
Dr. Bryan Vartabedian, Aug. 14 (Wing of Zock via. 33charts)

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▸ Questions?