Integrating Social Media into Healthcare Systems Practice

MAJ Mike Moore(@MikeMooreDO)

Family Medicine ResidentMadigan Army Medical Center

Ver 2.0 12 Oct 13

Objectives

• Describe new innovations in the use of social media for both individualized clinical practice and population health.

• Recognize the potential for the integration of social media into effective clinical practice.

• Interpret new developments in medical/social technology.

• Explain the skills needed to provide effective leadership as a clinician or administrator through social media.

Social Media in Healthcare 2013• Brief Overview– What is Web 2.0 & Social Media?– Geography/Demographics/Sociology of Social Media– Key Examples

• Landscape 2013 [Including Healthcare Use]• Demographics 2013 [Including Healthcare Use]• Sociology 2013 [Including Healthcare Use]• Key Examples– Current Uses– Future Uses

What is Web 2.0 & Social Media?

• Web 2.0Web 2.0 is a concept that uses the Internet for information sharing, interoperability, user-centered design,

and collaboration.(User Generated Content)--Tim O'Reilly and John Battelle, 2004http://oreilly.com/pub/a/web2/archive/what-is-web-20.html

• Social MediaSocial media includes web-based and mobile based technologies which are used to turn communication into interactive dialogue among organizations, communities, and individuals. (How User Generated Content Happens)--Andreas Kaplan and Michael Haenlein, 2010http://www.michaelhaenlein.eu/Publications/Kaplan,%20Andreas%20-%20Users%20of%20the%20world,%20unite.pdf

http://oreilly.com/pub/a/web2/archive/what-is-web-20.html

•Healthcare has uses in all of these areas.

•Best to think along these functions.

•Evaluate a new technology or website by putting it in a framework.

• One in five American adults does not use the internet, half of these do not see value•Six in ten American adults go online wirelessly with a mobile devicehttp://pewinternet.org/Reports/2012/Digital-differences/Main-Report/Internet-adoption-over-time.aspx

http://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspx

Social Media Demographics 2013

Social Media Demographics 2013 [Healthcare]

• 80% of internet users, or 59% of U.S. adults, look online for health information.

• 34% of internet users, or 25% of U.S. adults, have read someone else’s experience about health issues.

• 24% of internet users, or 18% of US adults, have consulted online reviews of particular drugs or medical treatments.

• 18% of internet users, or 13% of adults, have gone online to find others who might have health concerns similar to theirs.

• Emerging: 27% of internet users, or 20% of adults, have tracked their weight, diet, exercise routine or some other health indicators or symptoms online.

http://www.pewinternet.org/Commentary/2011/November/Pew-Internet-Health.aspx

Global Internet Usage (ITU 2010 Data)• Assumptions for Growth? (Mobile)• Assumptions for Utilization? (Same Levels of Social Media Use)

http://www.itu.int/ITU-D/ict/statistics/material/excel/2010/IndividualsUsingInternet_00-10.xls

Sociology 2013 [Including Healthcare Use]

• Providers/Care Givers– Public (tw/fb) vs. Private (Doximity/Sermo)– RelayHealth

• Patients/Care Receivers– Public (Patientslikeme, 23andme) vs. Private

(tw/fb/[private forums])• Payers (Insurance/Government)– Public (Information Distribution) vs. Private (Data

Sharing, Secured Networks)

Sociology 2013 [Including Healthcare Use]

Trends:• Blurring between

Public/Private• Integration and Sharing

between Groups (Potential for Collaboration)

• Care Extension• Information Collection as

well as Distribution• Diffusion to Mobile Platforms• Location Based Services

Patient

PayerProvider

How does this translate into new health care skills?

• Knowledge Translation & Diffusion– Integration into Population Health– Pivoting from the “Clinical Visit” to the “Health

Environment• Recognition of Legal & Ethical Boundaries– Traditional “Social Media” Pitfalls– Redefining of Professional Goals– Taking the Healthcare “Relationship” to the next

level

Federal Healthcare Considerations/Implications• Common Sense Considerations: Army Social Media Handbook

– Oriented to all levels, from senior commander to individuals– OPSEC, Privacy, Branding, Checklists, Regulations & Glossary/FAQ

• DoD Internet Services and Internet-Based Capabilities (IbC) (DoDI 8550.01)– Delineate a specific approval & management process

• Policy for Department of Defense (DoD) Interactive Internet Activities (DTM 08-037)– Endorses the use of interactive web based services

• Social Media, Web-Based Interactive Technologies, and the Paperwork Reduction Act (OMB Memo)– Directive to use interactive technology as able to meet Federal

Government missions/goals• Policies for Federal Agency Public Websites (OMB M-05-04)

– Directive to establish interactive web based services to interact with the public and other Federal Agencies

Conclusions (and Discussion)

• Diffusion of Social Media into health care continues

• Adoption of Internet & Social Media is levelling off

• Key Marginal Groups remain• Knowledge Translation of Social Media

Adoption • Who “owns” the intersection between

Patients/Providers/Payers?