Social Media for Orthopaedic Surgeons
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Transcript of Social Media for Orthopaedic Surgeons
Social Media forOrthopaedic Surgeons
Christian Veillette M.D., M.Sc., FRCSC
Assistant Professor, University of TorontoShoulder & Elbow Reconstructive Surgery
University Health NetworkAffiliated Faculty, Techna Institute
Email: [email protected]
DisclosureMy disclosure is in the Final Program
Book and in the AAOS database.
Founder – OrthogateFounder – OrthopaedicsOne
Advisor - RxMatch
Objectives
• Understand why social media is important and here to stay
• Learn how to create your digital footprint through social media
• Review of “best of breed” social media in orthopaedics
• Tips to get started with social media
• Guidelines for participation in social media
What is Social Media?
Definition of Social Media• group of Internet-based applications that build on the
ideological and technological foundations of Web 2.0• allow the creation and exchange of user-generated
content• depend on mobile and web-based technologies to create
highly interactive platforms through which individuals and communities share, cocreate, discuss, and modify user-generated content
• introduces substantial and pervasive changes to communication between organizations, communities and individuals
http://en.wikipedia.org/wiki/Social_media
Web 2.0 as a disruptive technologyHealth Care Values Web 2.0 Values
Risk adverse Risk taking
Information comes from authoritative sources
Information judged based on social networking/community acceptance
Privacy and security are regulated Anyone can create an account
Long lead times for deployment Quick deployment (Beta release)
Controlling data Information contributed by and distributed to all
Intellectual property closely guarded Follow existing standards, use licenses with as few restrictions as possible
Gunther Eysenbach MD, MPH, www.medicine20congress.com
Social Media and Medicine 2.0• enables and facilitates collaboration and
collaborative filtering processes (selection of “relevant” information based on peers)
• reputation and trust management• viral dissemination of information and
applications• powerful tool to engage users, provides “social”
incentives to enter, update, and manage information
What is the Relevance to Orthopaedics?
Rise of the e-Patient
• 4 e’s of defining the e-Patient
equipped
empowered
enabled
engaged
… in their health and health care decisions
Not Just Dr. Google Anymore• 1/3 of US consumers using YouTube, Facebook
and Twitter to find medical information, research and share their symptoms, post about doctors, treatments, drugs and health plans
• 42% of consumers use social media to access health related consumer reviews of treatments or physicians
• 25% have posted about their health experience • 20% have joined a health forum or community
Social media affects patients decisions
And Patients Aren’t the Only Ones
Physician use of social media
Interest in online physician networks
Why Participate in Social Media?• Professional
– Medical training– Continuing professional development– Patient education– Reputation management– Recruiting
• Clinical Care– Improve support network for patients– Enhance MD-patient communication– Improve quality and safety
• Research– Collaboration/Crowdsourcing– Promote research findings
• Society– Advocacy and public policy
How do you want to participate?
Rule of Participation Inequity“90-9-1 Rule”
• User participation in an online community more or less follows the following 90-9-1 ratios:
The Big 5
The Big 5
The Big Five
Orthopedist Exploring New Media and Healthcare Intersection
https://twitter.com/hjluks
Twitter as a Communication Tool for Orthopaedic Surgery
• April 15 – May 2, 2011
Frank, OI. Orthopedics. 2011 Nov;34(11):873-6.
Rise of Physician Networking
Social Media in Orthopaedics
• Education
• Career
• Research
• Patient Care
• Public Policy
Education
Video Sharing/Discussions Discussions/Product Review
Studying for Boards Rating the Evidence
Content Creation, Collaboration & Sharing
Career
Residency Program Reviews
What about your reputation?
Research
Literature Based Network Connections/Answers
Reference Manager/Network Share/Follow
Patient Care
Health Tap
Public Policy
Tips for Getting Started
POST Approach:
Bernoff. 2008. The POST Method: A systematic approach to social strategy.
People: Who is your audience?What are their capabilities?
Objectives: What are your goals?Listen vs Talk vs Support vs Collaborate
Strategy: What will be different after you are done?
Technology: What social media tools help you achieve your strategic goals? Twitter vs Blog vs Wiki vs Community
Getting Started with Social Media
Barriers to Participation
• Logistic– Lack of familiarity– Time– Financial Cost
• Risk– Reputation (personal or organisational)– Balancing privacy and transparency– Malpractice liability
Guidelines for Participation• CMA: Social media and Canadian Physicans – issues and
rules of engagement. (http://www.cma.ca/advocacy/social-media-canadian-physicians)
• CPSO: Guidelines for the Appropriate Use of Social Media by Physicians (http://policyconsult.cpso.on.ca/?page_id=374)
• AMA: Professionalism in the Use of Social Media (http://www.ama-assn.org/ama/pub/physician-resources/medical-ethics/code-medical-ethics/opinion9124.page)
• Physicians, Risks and Opportunity in the Digital Age (http://33charts.com/2011/12/physicians-risk-opportunity-social-media.html)
• Physician online professionalism in social media(http://www.kevinmd.com/blog/2012/01/physician-online-professionalism-social-media.html)
Doctors Behaving Badly
Top 10 Online Activities That Are Likely to Result In Investigation by Medical Boards
Source: http://annals.org/article.aspx?articleid=1556363
10. Providing clinical narratives without violating patient confidentiality 16%
9. Depicting alcohol use without intoxication 40%
8. Using derogatory speech toward patients 46%
7. Discriminatory speech toward patients 60%
6. Violation of patient confidentiality 65%
5. Implied intoxication 73%
4. Inappropriately contacting patients 77%
3. Misrepresenting credentials 77%
2. Using patient images without consent 79%
1. Citing misleading information about clinical results 81%
Primer for Orthopaedic Surgeons
Questions?