Reining in online influencers
-
Upload
capstrat -
Category
Health & Medicine
-
view
1.907 -
download
2
description
Transcript of Reining in online influencers
May 15, 2010
Reining in online influencers: the emerging role of strangersin life and death decisions
The Patient Perspective
“The Web is great. By the time I got to the ER, a Google search told me the numbness was either Bells Palsy or a stroke.
I used WebMD in the ER waiting room figuring out what to ask the doctor.”
The Physician’s Perspective
“The Web is changing patient/doctor interactions. About 25% of patients come in with research prior to their appointment.
Misinformation on the Internet makes it harder and more challenging to deal with a patient who has developed preconceived notions.”
The Web and Health Care
Patients use the Web for a variety of reasons
80% of adults access health information online to:
o Learn about specific diseases or conditions
o Determine whether professional medical care is needed
o Self-diagnose
o Learn about treatment options
o Look for peer support with similar conditions
Pew Internet & American Life Project: Online Health Search, 2006.The Doctor as the second opinion and the Internet as the first. Lisa Neal Gualtieri, 2009.
Insurance Website
Online Forum
Advocacy Group
Pharmacist
Nurse
Family/Friends
Doctor
Think back to the last time you needed information on a health issue. Which of the following sources did you use?
52%
45%
38%
37%
29%
18%
12%
6%
Capstrat Poll: April, 2010.
What’s the single most influential source when you need to make a health decision?
Capstrat Poll: April 2010.
Insurance Website1%
Pharmacist2%
Family/Friends2%
Online forum4%
Advocacy group
8%
Nurse
8%Not sure
9%
22%
Doctor
44%
Online information is changing the way patients behave.
58%
55%
54%
39%
35%
0 10 20 30 40 50 60 70 80 90 100
Information affected a decisionabout how to treat a condition
Information changed theiroverall approach to maintaining
their health
Information led them to ask adoctor a new question/get asecond opinion from doctor
Information changed the waythey coped with a chronic
condition
Information affected a decisionabout whether to see a doctor
Pew Internet & American Life Project: Online Health Search, 2006.
What about physicians?
86% of physicians access health information online
o Gather health, medical or prescription information
o 92% access the Internet from their office
o 21% search for information while a patient is in the room
o 88% search for information at home
o 71% start their research with a search engine
o 92% of these use Google
o 50% of doctors turn to Wikipedia for medical information
American Medical News: Pamela Dolan, Posted January 4, 2010.Manhattan Research: April 2009.
Physicians react to patient challenges
o Physicians cite increased frustration.
o Physicians are feeling the need to justify and defend their own diagnosis and treatment recommendations.
o When challenged, some physicians felt at risk of “losing face” and/or being “put on the spot.”
o Some physicians discuss strategies of “firing” the patient, referring patients to specialists or charging for extra time.
Journal of Medical Internet Research: Are Physicians ready for patients with Internet-based health information?, Ahmad, Fara, Hudak, Pamela, et al., 2006.
o How do you think the Web affects the physician/patient relationship?
o How do online health information sources establish themselves as credible?
o How do online health information sources establish themselves as credible?
Discussion:
Next stop: Social media
• Health information is ripe for social channels.
o The majority of American adults surfing the Internet are looking for user-generated content written by others with similar conditions.
o Two-thirds of e-patients talk with someone else about what they find online, most often a friend or a spouse.
o 41% of e-patients have read someone else’s commentary or experience about health issues on a website or blog.
o People with chronic conditions are more likely to blog or participate in online discussions about health problems.
Pew Internet & American Life Project: The social life of health information, 2009.
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Insurance Website
Family/Friends
Online Forum
Pharmacist
Advocacy Group
Nurse
Doctor
Not reliable
Neutral
Reliable
When assessing a personal health care issue, how reliable do you consider the results of the following?:
74%11%15%
16% 19% 65%
71%14%15%
12% 19% 70%
59%20%21%
39% 24% 37%
36%38%26%
46% 32% 23%
Capstrat Poll: April 2010.
More than Facebook and Twitter
Total monthly visits
2,135,440
1,881,748
1,702,685
428,660
236,583
214,042
209,052
39,298
0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000
alliancehealth.com
healthcentral.com
diabeticconnect.com
inspire.com
askapatient.com
disaboom.com
patientslikeme.com
imedix.com
The New York Times: Social networks a lifeline for the chronically ill. Claire Miller; March 24, 2010.The New York Times: Social networking for patients. Claire Miller, October 24, 2010.
Anonymity or privacy
Information beingavailable 24/7
Input from others withsimilar symptoms as yourown
Community membershaving no commercialinterest in particularproducts/servicesDo not consult onlinehealth communities
• What do you consider the single most appealing factor about health communities?
Capstrat Poll: April, 2010.
10%
43%
12%
7%
27%
• The rise of the fPatient
• What is significant about Sara Baker?
o Her Facebook profile is fake.
o She is a faux patient representing health care consumers who are ready to experience the next wave of e-health.
o Sara is a marketing tactic from a health care technology company – Medseek.
Discussion:o What are the right uses for social media in health care?
o What are the implications of this new faux patient concept?
o What do you think this means for the future of health care?
o What are the implications for obtaining misinformation from health social networks?
What’s next?
• The changing landscape of health information on the Web
o Online community support groups will continue to rise.
o Use of the Internet and email by health care professionals will proceed more slowly than consumer-oriented applications.
o Health care organizations will use the Internet as a replacement for or a complement to existing information systems, communications infrastructures and transaction services.
The Future of the Internet. Mary Cain and Robert Mittman, 2001.
Discussion:
o How do changing demos affect the use of online sources?
o What are your thoughts around electronic medical records and electronic communication channels with physicians?
o Should physicians diagnose patients who “friend” them on social networks? Can doctors be held liable?
o Is it OK for physicians to tweet while doing surgeries?
Thank you
Search engines are the first stop for two-thirds of Internet health
Search engine like Google orYahoo
Specific health website likeWebMD
Some other way
Don't know
Pew Internet & American Life Project: October 2006.
5%
66%
27%
3%