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![Obesity is a Global Problem
• 35.7% American adults obese (1)
• 17% American children obese (1)
• 17% Chinese children obese (2)
• 13% Human adults are obese (3)
1. CDC Website 2. Zhang et al..Trends in overweight and obesity among rural children and adolescents from 1985 to 2014 in
Shandong, China. Eur J Prev Cardiol. 2016 Apr 26. pii: 2047487316643830. [Epub ahead of print] 3.WHO Website](https://image.slidesharecdn.com/7a14bdd2-1888-480a-ae76-92b7716f53a0-161122025843/75/ASMBSNY05052016-slideshare-9-2048.jpg)
ASMBSNY05052016-slideshare
This document discusses using social media to influence public perception of obesity treatment. It begins with the speaker's credentials and disclosures. It then discusses obesity as a global problem and the need to change strategies to overcome barriers to bariatric surgery. The speaker details how they initially dismissed social media but have since found it can influence people's thinking about obesity treatment, like bariatric surgery. They provide tips for effective social media use, like including pictures and hashtags, to help lead people to accepting bariatric surgery as an effective treatment.
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ASMBSNY05052016-slideshare
- 1. Influencing Public Perceptionof Obesity Treatment Through Social Media Neil Floch MD, FACS Director of Bariatric Surgery Norwalk Hospital Western Connecticut Health Care System Associate Professor University Vermont School of Medicine Associate Professor Quinnapiac University School of medicine Fairfield County Bariatrics and Surgical Specialists P.C
- 2. Disclosures • In pastpaid consultant for: • Ethicon • Biomed/Allergan/Apollo • US Surgical/Tyco/Covidien/Medtronic? • All Tweets are my own • I have never purchased Twitter followers • I own 100 shares of Twitter stock
- 3. The Moon isWhite • But… • Sometimes it is red • Think Different
- 9. Obesity is aGlobal Problem • 35.7% American adults obese (1) • 17% American children obese (1) • 17% Chinese children obese (2) • 13% Human adults are obese (3) 1. CDC Website 2. Zhang et al..Trends in overweight and obesity among rural children and adolescents from 1985 to 2014 in Shandong, China. Eur J Prev Cardiol. 2016 Apr 26. pii: 2047487316643830. [Epub ahead of print] 3.WHO Website
- 10. Diabetes has nearlydoubled in 24 years
- 11. • Stigma • Blame •Self-induced •Wrong
- 15. IT is notthis simple
- 16. • For thepast 3 decades from the • Swedish Obesity Trial in 2007 • Stampede 2016 • The evidence is supportive and abundant for bariatric and metabolic surgery treatment for: • Obesity • Associated medical problems
- 18. • Bariatric Surgeonsare only treating 1% of the population that would benefit from surgery • We must go from 1% to 2% before we can reach 100%
- 19.
- 20. • Picture ofthe Diabetes world
- 22. • (Picture ofa tree) Does the public hear and understand the evidence?
- 23.
- 24. We must overcomethe barriers to surgery • Fear of surgery • Fear of loss of eating certain foods • Lack of access to care • Stigma of obesity and weight loss surgery • Change the diet & exercise dogma
- 25. Best Social MediaIs Face To Face Limited by how many people we can see, talk to and influence
- 27. •I was “anti”social media •It was a waste of time
- 32. -2013 Allergan summitin NYC -Greg Matthews-Talk on social media and Twitter
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- 36. Twitter 2 yearslater
- 40. Social Media CanInfluence Peoples’ Thinking • If industry can use social media…. • If Trump and Clinton can use social media… • If armies can be raised and terrorism can become rampant… • Then why can’t physicians use social media to influence benificial change?
- 45. What? • Must discussthe whole topic, not just bariatric surgery! • Causes of obesity • Childhood obesity • Why diet and exercise do not work • Diabetes • Bariatric surgery, obesity surgery, weight loss surgery and metabolic surgery • Weight loss procedures
- 46. Bariatric surgery aloneis a HARD SELL! • Present all medical evidence professionally • Explain results of diet and exercise • Lead reader to their own obvious conclusion • WLS resolves obesity and diabetes best • Safe and effective • Life will be better
- 47. Make it interestingand engaging • Good pictures are better than writing • Pictures of attractive people or objects • Be professional as in your office • Patient’s consent • Follow HIPAA
- 48. Anatomy of aTweet
- 49. Anatomy of aTweet • Y • Emotion inducing phrase
- 50. Anatomy of aTweet • Y • Emotion inducing phrase • A good picture
- 51. Anatomy of aTweet • Y • Emotion inducing phrase • A good picture • Attach a strong article
- 52. Anatomy of aTweet • Y • Emotion inducing phrase • A good picture • Attach a strong article • Call out influential people
- 53. Anatomy of aTweet • Y • Emotion inducing phrase • A good picture • Attach a strong article • Call out influential people • #Hashtag strong word
- 54. Anatomy of aTweet • Y • Emotion inducing phrase • A good picture • Attach a strong article • Call out influential people • #Hashtag strong words • Get to the facts first!
- 56. Tim Mauri VideoOn The Obesity Setpoint
- 58. Tweet a meeting: useSymplur
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- 62. Analysis: The Bariatric SurgeryMarketing Pie family and Friends Doctor Refferals Google Twitter
- 63. #HCSM Makes TheBariatric Surgery Marketing Pie… Bigger family and Friends Doctor Refferals Google Twitter
- 64. Google analytic datafound on Twitter
- 69. • Ranked #2by Right Relevance for #obesity
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- 78.
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Editor's Notes
- #8 The causes of obesity seem obvious to most people …but what is not clear is that there are many other contributers to this obesity epidemic such aspollutants, epigentics and the microbiome
- #9 soda use has decreased but …obesity is still increasing, so it cannot have a simple explaination
- #11Â Diabetes is now a worldwide epidemic and has nearly doubled in the past 24 years
- #12 The idea that obesity is soley a self generated disease …is being disproved as we find other causes. This belief is full of stigma, blame and it is simply WRONG
- #13Â Dogma is a belief accepted without being questioned. It is time to question and we must do the questioning of other invalid treatments for obesity
- #14 The belief that if we eat healthy we will be lean, and if we eat unhealthy, we will be obese ….is too simplistic
- #15 The belief that if we eat healthy we will be lean, and if we eat unhealthy, we will be obese ….is too simplistic
- #16Â It is not this simple
- #17Â The medical evidence to support bariatric surgery for the treatment of obesity, diabetes and medical problems has been produced at a high standard. and strongly supportive,
- #18Â The abundance of medical publications on the topic has increased from 250 a year to over 2000 per year in a decade
- #19Â Bariatric Surgeons are only treating 1% of the population that would benefit from surgery We must go from 1% to 2% before we can reach 100%
- #20 In the words of Michel Gagner…metabolic and bariatric surgery should performed as a mass treatment for those who are afflicted
- #21Â The world is listening and when we tell them that bariatric surgery works for the morbidly obese, they respond as seen in this tweet emphasizes that 5-10% of the world population may be candidates for bariatric surgery obtained 12,770 impressions
- #22Â The world is listening and when we tell them that bariatric surgery works for the morbidly obese, they respond as seen in this tweet emphasizes that 5-10% of the world population may be candidates for bariatric surgery obtained 12,770 impressions
- #23 We can get a little philisophical “if a tree falls in the woods and no one hears it did it really fall….does anyone care. If we spend our energy and resources researching and writing, is anyone listening, understanding and learning the medical evidence?
- #24Â We must change our strategy
- #25Â We must overcome the barriers to surgery such as fear of dying, loss of food, no access to care, stigma and the diet and exercise failures
- #26Â The best social media is talking to someone face to face. But how many people can you talk to in a day, in a year? Can you speak to people in London in the morning and Texas in the afternoon and California at night? Unfortunately No
- #27Â How do we compete with Dr. Oz? Medical evidence does not matter when the masses are interested and given hope of a magic pill A mix of accurate and innacurate medical information is most dangerous as it validates the innacurate information
- #28Â Once upon a time, I was anti-social media, I woul not join FaceBook, I though it was a complete waste of time
- #29 …but increasing patients were talking on social media about surgery and doctors. These patients were talking in a mothers group and asking around about who they should have their galbladder removed by…The patient showed me the discussionon FaceBook
- #30 Clearly I had felt that I had missed the “social media” boat… fortunately it was not too late
- #31Â One night on trauma call I finally responded to the 100th request to get me to join linkedin, I said I would go all in and get as many followers as possible.
- #32Â I ammassed several thousand but was cut off from connecting with more people by the company. It was clearly not a good connection vechicle.
- #33Â I was invited as a consultant to the 2013 Allergan Summit in NYC where Gregg Matthews presented on Twitter and healthcare social media. Most docs were disinterested or confused but this was my aha!!!! Moment. I was going to use Twitter as a vechicle to spread the message of the benefits of bariatric surgery
- #35 Just as Steve Martin explained how to make a million dollars you must first….get a million dollars……In order to be relevat on Twitter you need to have followers. Noone will listen unless you have an audience
- #36Â I presented my experiment with three websites when I started with Twitter, the practice site, the athlete celebrity angle and the doctor himself site. Clearly what people wanted to hear was from the doctor himself. In January 2015 I had 8,500 practice, football 7,400 and my personal site had 29,300
- #37Â The doctor site was clearly most successful and easiest to gain followers
- #38Â It is clear that the patient wants to hear from the doctor and not from an impersonal business or practice. This tweet had 6,524 impressions and 179 engagements.
- #49Â I want to demonstrate the anatomy of a tweet
- #50Â You only have 140 characters so the phrase must instill emotion or shock
- #51Â The picture better be attractive or tell a story
- #53Â The tweet will gain more attention if you alert influencial people that you would expect would retweet or like the tweet
- #54Â Hashtags help to categorize a topic that could be reffered to by later searching the word with a hashtag in front
- #55Â You want to be the first to find news as it is happening because the power of twitter is that it is most timely with news and information
- #56Â The power of Twitter as a social media tool is the ability to retweet, spreading a message and creating a viral tweet
- #57Â Tim Mauri created this viral video explaning energy metaboolism and obesity which has received over 23,000 impressions and 2,008 engagements by my one tweet alone.
- #58Â Twitter polls are a great way to get a snapshot on a topic opinion. Some of the results are very interesting about the perception of diet exercise and the publics views on surgery. Polls can test public beliefs or response to our efforts to educate.
- #61Â I Look like a surgeon was a female surgeon initiated movement to celebrate the diversity of woman as surgeons and show that surgeons come in all sizes, shapes and colors
- #65Â There is extensive information that is easily found on Twitter that is uptodate such as this search which yielded information about the increases in searches for bariatric surgery , especially gastric sleeve
- #67Â My analysis yields a broad connection of retweets across all groups as mentioned with near equal representation
- #69Â Twitter analyszes your total tweets, impressions, best tweet as well as engagement rate
- #78Â Although obesity week 2015 had over 30 million impressions, we have a long way to go as meetings such as health information IT have at least 40x more impressions and participation