The “Meaningful Use” of Social Media by Physicians

The “Meaningful Use” of Social Media by Physicians Brian S. McGowan, Ph.D. Senior Director, Oncology; Medical Education Group, Pfizer Inc Chair, Committee on Emerging Technologies in Education Alliance for Continuing Medical Education Consult Columnist, Social Media Connections Medical Meetings, A MeetingsNet Magazine

The “Meaningful Use” of Social Media by Physicians Blog: www.cmeadvocate.com Twitter: @CMEAdvocate Curator: #SoMeCME & #ACMEETC Founder: #CMEchat (W ’s 11amET) Contributor: #Meded chat (Th4PM and 9PMET) YouTube: http://www.youtube.com/user/Briansmcgowan LinkedIn: http://www.linkedin.com/in/cmeadvocate Member: Alliance for CME Group Member: CME Group Manager: MAACME Quora: http://www.quora.com/Brian-S-McGowan-PhD G+: http://bit.ly/McBrian

Collaborators Robert S. Miller, MD, FACP Clinical Associate Sidney Kimmel Comprehensive Cancer Center at Johns Hopkins Oncology Medical Information Officer Johns Hopkins University School of Medicine Bryan Vartabedian, MD, FAAP Assistant Professor of Pediatrics Baylor College of Medicine Molly Wasko, PhD Associate Professor and Chair University of Alabama at Birmingham School of Business Mazi Abdolrasulnia, PhD Debi Susalka Desirae Freiherr Kevin Pho, MD Lawrence Sherman, FACME Joseph Kim, MD

Disclosure This research was funded by Pfizer, Inc. As of August 15 th our descriptive dataset has been made open access.

Themes For Our Presentation Why did we conduct our research? Why are we here? What did we find? Where do we go from here?

The “Meaningful Use” of Social Media by Physicians Why Did We Conduct Our Research?

Where Does the US Rank in Quality?

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http://www.rand.org/content/dam/rand/www/external/health/projects/qdart/images/predominantly_hispanic_areas_low_ldl_testing_rates.jpg

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Safe Efficient Timely Pt-Centered Effective Equitable QUALITY HEALTHCARE Payers Patients Solutions Evidence-Base

The [education] system as it is structured today is so deeply flawed that it cannot properly support the development of health professionals…this has left health professionals unprepared to perform at the highest levels… http://jama.ama-assn.org/content/303/8/716.full

Driving Hypotheses: #1 The parallel movements of personalized medicine & rapid-learning healthcare systems will both fail if we fail to establish a culture (and science) of social learning within medicine

Driving Hypotheses: #2 The meaningful use of social media as an element of one ’s commitment to life-long learning is a natural extension of social learning theory…

What Do We Really Know About Physicians & SoMe Use?

Inconsistent Data of Docs Using SoMe 2% Twitter 4% Facebook Sermo 2010 PeerView 2010 MCM 2010; unpublished Do you use ____ professionally?

Inconsistent Data of Docs Using SoMe (n~300) American College of Surgeons 2010: http://bit.ly/e5PiaP Do you ‘have a Facebook account’? Have you ever ‘used’ Twitter? Do you ‘use’ YouTube? Have you ever participated in an online health blog? 64% YES 36% NO 20% YES 80% NO 82% YES 18% NO 35% YES 65% NO * ACS has a YouTube Channel

Inconsistent Data of Docs Using SoMe Bosslet GT. J Gen Intern Medicine 2011 74% YES 42% YES 79% YES 94% YES Have you ever used social networking sites? N = 454 N = 137 N = 131 N = 186

Inconsistent Data of Docs Using SoMe Bosslet GT. J Gen Intern Medicine 2011 If yes , what sites have you used? 97% 14% 35% 5% Docs: N = 137; n = 57

Inconsistent Data of Docs Using SoMe Bosslet GT. J Gen Intern Medicine 2011 If yes , how have you ‘used’ these sites? Docs: N = 137; n = 57 89% 4% 7% 11%

Inconsistent Data of Docs Using SoMe

What Do We Really Know About Physicians & SoMe Use? ZIP ZERO ZILCH NADA NIL 0.0

Defining ‘Social Media’ Social media is defined as internet-based applications which allow for the creation and exchange of user-generated content and includes services such as social networking, professional online communities, wikis, blogs, and microblogging.

Defining ‘Meaningful Use’ Hypothesis: There are 3 ways that HCPs ‘use’ social media: To treat – engaging directly w/ patients about care To teach – providing timely & credible education To learn – sharing of medical information/knowledge TO TREAT TO TEACH TO LEARN Bucket 1 Bucket 2 Bucket 3

Defining ‘Meaningful Use’ TO TREAT TO TEACH TO LEARN Bucket 1 Bucket 2 Bucket 3 Care Info Info

Defining ‘Sharing Medical Information’ Sharing medical knowledge is defined as the exchange of information, advice, ideas, reports and scientific discoveries with other physicians in the medical community. To Learn Bucket 3

Defining ‘Meaningful Use’ What applications are used most commonly? How? To lead/contribute To follow/participate To lurk and learn When? Daily, weekly…

The “Meaningful Use” of Social Media by Physicians Why Are We Here at #med2?

Rapid Dissemination & Crowdsourcing Establish a “new body of science”… Explore non-traditional data dissemination plans A call to Larry…

The “Meaningful Use” of Social Media by Physicians What Did We Find?

A collaborative study Adoption and Use of Social Media by Physicians to Share Medical Information

Purpose Study Objectives: Study the adoption and use of the most commonly used ICT applications to share medical knowledge with other physicians Compare the number of users who self report that they “Will Never Use” these ICTs with the number of users that are “Current Users” Examine whether there are important differences between two physician practices: oncologists and primary care physicians (PCPs). Overall Study Purpose: To examine the attitudes , adoption and use of social media by physicians to share medical information

Methods/Framework Planning: Conducted a review of previously published literature Received input from advisory board of physicians with social media expertise Received approval from the Western Institutional Review Board [1] Utilized the Technology Acceptance Model [2] (TAM) theoretical framework as a model Survey distribution Survey distributed via email to a random sample of practicing oncologists and primary care physicians in the United States. Survey data was collected during March of 2011 from a total of 186 U.S. oncologists and 299 U.S. primary care physicians (response rate ~ 30%) [1] Administrative Letter-Waiver of Documentation of Consent: Physician Survey #8702685.0 Protocol(-2-04-2011) [2] Davis, F.D. (1989), “Perceived usefulness, perceived ease of use, and user acceptance of information technology”, MIS Quarterly 13(3): 319-340. Study conducted between November 2010 and March 2011

Technology Acceptance Model (TAM) Davis, F. D. (1989), "Perceived usefulness, perceived ease of use, and user acceptance of information technology", MIS Quarterly 13(3) : 319–340 External factors Perceived Usefulness Perceived Ease of Use Attitude Behavioral Intention to use Technology Use

Study Definitions Social media is defined as internet-based applications which allow for the creation and exchange of user-generated content and includes services such as social networking, professional online communities, wikis, blogs, and microblogging. Sharing medical knowledge refers to the exchange of information, advice, ideas, reports and scientific discoveries with other physicians in the medical community.

Survey Sample Demographics Demographic Characteristics Oncology n = 186 Primary Care n = 299 Degree MD/DO 100% 100% Years since graduation from medical school Mean/St. dev. 24 years/10 24 years/9 Percent Male 75% 72% Patients seen per week Mean/St.dev. 100 patients/56 124 patients/73 Practice Location Urban Suburban Rural 47% 44% 9% 23% 60% 17% Practice Setting Solo Practice Group Practice Medical School Non-Government Hospital 12% 68% 9% 5% 34% 60% 1% 3% Major professional activity Direct patient care 97% 98%

Sharing Medical Knowledge How likely are you to use these social media applications to share medical knowledge with other physicians? 1=Not Aware 2= Will Never Use 3=Unlikely to Use within 3 Months 4=Not Sure 5= Likely to Use within 3 Months 6=Very Likely to Use within 3 Months 7=Current User Email 6.3 Podcasts 3.9 Restricted Online Community (ie. SERMO) 5.6 Facebook 3.8 Cell Phone Apps 5.0 Blogs 3.7 Texting 4.9 LinkedIn 3.4 Wikis 4.4 Twitter 3.3 iTunes 4.3 RSS Feeds 3.2 YouTube 4.1

Sharing Medical Knowledge Everyone has heard of Email

Sharing Medical Knowledge High Unawareness of LinkedIn and RSS feeds

Sharing Medical Knowledge Never Use: Twitter Facebook

Adopters versus Adamant Non-Adopters % of Physicians

Media Usage by Years Since Med School Age doesn ’t matter when it comes to the more “social” applications! Significant correlation 1=Not Aware 2= Will Never Use 3=Unlikely to Use within 3 Months 4=Not Sure 5= Likely to Use within 3 Months 6=Very Likely to Use within 3 Months 7=Current User Mean; Scale: 1-7 Years since Med School N 1-9 15 10-19 161 20-29 165 30-39 122 40 or more 23

Media Usage by Size of Practice The size of the practice does matter when it comes to the more “social” applications! Significant correlation 1=Not Aware 2= Will Never Use 3=Unlikely to Use within 3 Months 4=Not Sure 5= Likely to Use within 3 Months 6=Very Likely to Use within 3 Months 7=Current User Mean; Scale: 1-7 Practice Size N 0-49 21 50-99 149 100-149 224 150-199 49 Over 200 43

Media Usage by Gender Gender not all that important Significant correlation 1=Not Aware 2= Will Never Use 3=Unlikely to Use within 3 Months 4=Not Sure 5= Likely to Use within 3 Months 6=Very Likely to Use within 3 Months 7=Current User Mean; Scale: 1-7 Gender N Male 356 Female 130

Professional vs Personal Intentions to Adopt 1=Not Aware 2= Will Never Use 3=Unlikely to Use within 3 Months 4=Not Sure 5= Likely to Use within 3 Months 6=Very Likely to Use within 3 Months 7=Current User Mean; Scale: 1-7 Significant mean difference Intentions for Personal Usage higher: Physicians more likely to associate personal value with these applications

Users Only: Frequency of Prof vs Pers Use 1=Rarely 2=Monthly 3=Once a week 4=3 times a week 5=Daily 6=Many times a day

Sharing Medical Knowledge: ONC vs PCP How likely are you to use these social media applications to share medical knowledge with other physicians? Significant mean difference 1=Not Aware 2= Will Never Use 3=Unlikely to Use within 3 Months 4=Not Sure 5= Likely to Use within 3 Months 6=Very Likely to Use within 3 Months 7=Current User Mean; Scale: 1-7

Adamant Non Adopters: ONCs vs PCPs % of Physicians Oncologists more skeptical overall than PCPS

Current Users: ONCs vs PCPs % of Physicians More oncologists are current users of more “traditional” applications and podcasting

Current Users: ONCs vs PCPs % of Physicians More Primary Care Physicians are current users of more “social” applications

Current Users: ONCs vs PCPs % of Physicians Twitter adoption rates not much lower than national averages

The “Meaningful Use” of Social Media by Physicians Where Do We Go From Here?

Dr. ’s Experience as Early Adopter Robert S. Miller, MD, FACP Clinical Associate Sidney Kimmel Comprehensive Cancer Center at Johns Hopkins Oncology Medical Information Officer Johns Hopkins University School of Medicine Bryan Vartabedian, MD, FAAP Assistant Professor of Pediatrics Baylor College of Medicine

Where should the research agenda take us?

The “Meaningful Use” of Social Media by Physicians

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