McGowan ACPE Meaningful Use of SoMe by Pharmacists 9212011

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Bridging to Your Learners through Social Media:

Social Learning, Media, Networking for Continuing Education

Brian S. McGowan, Ph.D., Senior Director, Oncology;

Medical Education Group, Pfizer IncChair, Committee on Emerging Technologies in Education

Alliance for Continuing Medical Education

Consult Columnist, Social Media ConnectionsMedical Meetings, A MeetingsNet Magazine

ACPE’s 14th Continuing Pharmacy Education Conference. September 2011

Bridging to Your Learners through Social Media:

Social Learning, Media, Networking for Continuing Education

Blog: www.cmeadvocate.comTwitter: @CMEAdvocate

– Curator: #SoMeCME & #ACMEETC– Founder: #CMEchat (W’s 11amET)– Contributor: #Meded chat (Th4PM and 9PMET)

YouTube: http://www.youtube.com/user/BriansmcgowanLinkedIn: http://www.linkedin.com/in/cmeadvocate

– Member: Alliance for CME Group– Member: CME Group– Manager: MAACME

Quora: http://www.quora.com/Brian-S-McGowan-PhDG+: http://bit.ly/McBrian

Session Objectives:

At the completion of this session, participants will be able to:

• Introduce the fundamentals of social media.• Summarize available evidence on the use of

social media by healthcare providers.• Share case examples of how medical educators

use social media to support education programs.• Discuss how social media can be a means to

support our own professional development.

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Why Should I Care Why Should I Care About Social Media?About Social Media?

Where Does the US Rank in Quality?

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

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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


http://trace.wisc.edu/docs/function-aging/pics/graying.gif

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QUALITYHEALTHCARE

Safe

Efficient

PayersPatients

SolutionsEvidence-

Base

http://trace.wisc.edu/docs/function-aging/pics/graying.gif

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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…

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Background

Evolution of Traditional Media

BroadcastingArchiving Teaching

2000190018001700160015001400

Revolution of Social Media (SoMe) - 2000

Networking, Sharing, and Learning

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Social media are…

• digital tools for sharing and discussing information among friends, followers, and (not so) like-minded.

• transforming monologues into dialogues

• defined by user-generated content (UGC) or consumer-generated media (CGM)

Traditional vs. Social Media

http://en.wikipedia.org/wiki/Social_media

Traditional Media Social Media

Reach

Accessibility Private, controlled Public, open

Usability Specialized Training Common skills

Recency Days, weeks, months Virtually instantaneous

Permanence Static, unchanging Fluid, yet auditable

3 Ways SoMe Supports CME Professionals

1. Supporting the professional development of medical community.

2. Supporting the professional development of CME community.

3. Amplifying the voice of CME advocacy.

Bucket 1 Bucket 2 Bucket 3

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Bucket 1: To Teach

• 61% of adult patients look online for health information1

• 50% of healthcare providers have used Wikipedia in practice2

• 66% of Docs &32% of Pts expect their online communication on health-related matters to increase over the next 18 months3

1 http://bit.ly/dF2ViK; 2 http://bit.ly/3sQVb; 3 http://bit.ly/bAjrXu

By not adoptingsocial media,we are failing

to stop information-seeking HCPs from

relying on less credible and less

regulated sources of medical information.

Bucket 2: To Learn

• The learning and quality-improvement communities outside of CME are actively engaging in social media.

• By delaying adoption of social media, we are ignoring readily available best practices used by other forms of adult education.

1. Blogs enable community leaders to communicate ideas and best practices.

2. Staff can use google alerts to learn about the latest trends in their profession.

3. Staff can share using micro-blogging. 4. Staff can social bookmarking to archive

important information. 5. Collaborative workspaces enable teams to

share documents, screens, photos, files, and presentations.

Sharing is simplified (virtual teams).

6. Staff can search for experts who have the skills necessary to address needs.

http://www.astd.org/lc/2010/0510_medved

American Society of Training and Development

Bucket 3: To Advocate

• SoMe = the quickest, simplest, and most cost-effective channel for sharing these successes.

• By ignoring social media, we are missing out on the opportunity to share all of our success stories in an easily accessible channel that keeps up with the fast-pace of modern news cycles and new media.

Alliance

SACMEACCME

CMSS

PACME

ACPE

ANCC

NAAMECC

AAMC

IHI

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Understanding ‘Use’

What Do We Know About Our Learners & SoMe Use?

Inconsistent Data of Docs Using SoMe

http://blog.influence-interactive.com/2009/09/04/physicians-and-social-media/

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2% Twitter 4% Facebook

Sermo 2010

PeerView 2010 MCM 2010; unpublished

Do you use ____ professionally?


(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

0% 25% 50% 75% 100%

Medical Students

Residents

Physicians

All


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

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If yes, what social networking sites have you used?

0% 25% 50% 75% 100%

Facebook

Twitter

LinkedIn

Other

97%

14%

35%

5%

Docs: N = 137; n = 57



Type of ‘utilization’ of social networking sites? Docs: N = 137; n = 57

0% 25% 50% 75% 100%

Personal

Professional

Both

89%

4%

7%

11%


Rich P. Medicine 2.0 2011

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Rich P. Medicine 2.0 2011

What about What about Pharmacists?Pharmacists?

Survey Development

37 item questionnaire1) assess the use and

knowledge of Web 2.0 tools/technology

2) characterize perceptions of P-1 students towards Web 2.0 and social media

Open-ended attitudinal items regarding the educational integration of Web 2.0 tools

@kevinclauson

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Demographics

Gender AgeFemale 64.3% Average: 25

Male 35.7% Range: 20-49

208 first year pharmacy students196 completed the survey

⌧ 12 declined to participate

Read 74.0%Post 16.3%Author 11.7%

Wikis

Use 97.5%Contribute 12.3%

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Microblogs

Ever use it 7.1%

Never use it 58.7%

Never heard of 34.2%

M>F (p=0.004)

Social Network Use (Overall 86.2%)

82.7%

30.9%

1.5%

“I think PDAs, laptops and informative websites are and will

be very important tools in our practice. I also believe that

Facebook, Myspace, twittering and other similar social media will

never be very useful in our professional career.”

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“I would like to see more social networking in the field of

pharmacy. Social networking provides an easy medium to distribute drug information.”

RSS & Social BookmarkingYes 27.1%No 41.3%Never heard of 31.6%

Yes 11.2%No 51.0%Never heard of 37.8%

Collaborative Toolbox

Media Sharing– 84.2– 49.4– 66.3

Google Docs, 16.3

VoIP, , 40.8

Application Use (%)

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“…to be honest I have never even heard of RSS readers, collaborative writing tools, or

social bookmarking.”

Podcasts & Vodcasts

Listen Yes 73.5%No 25.0%Never heard of 1.5%

WatchYes 42.8%No 47.4%Never heard of 9.6%

Student Attitudes Towards Impact of Integrating Web 2.0 on Learning

Very Positive16%

Positive58%

Neutral23%

Negative2%

Very Negative1%

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Perceptions of Web 2.0 Integration on feelings of engagement

Very Connected

16%

Connected51%

Neutral24%

Disconnected7%

Very Disconnected

2%

Column1

Pharmacist ‘Use’ of Social Media

International Journal of Pharmacy Practice. 2011. 19:140-142.



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1. While a substantial number of pharmacists currently use social media, its professional use in pharmacy is still in a nascent stage.

2. Early developments in this space include pharmacist-specific social networking sites (e.g. PharmQD), involvement of Pharma with microblogs, and pharmacovigilance 2.0 of patient views of antidepressant side effects.

3. A number of other projects are underway already and even more have been proposed drawing from sources such as the ‘140 Health Care Uses for Twitter’.


What Do We Know About Our Learners & SoMe “Use”?

ZIP

ZERO

ZILCH

NADA

NIL

0.0

A Research A Research OpportunityOpportunity

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Understanding ‘Meaningful Use’

Hypothesis:There are 3 ways that HCPs ‘use’ social media:

1. To practice – treating patients2. To promote public health messaging (& promotion)3. To learn – sharing of medical information/knowledge

Bucket 1 Bucket 2 Bucket 3

Visualizing ‘Meaningful Use’

Bucket 1

Bucket 2

Bucket 3

Care

Info

Info

Understanding ‘Meaningful Use’

Narrow in on definition of ‘meaningful use’

• What applications are used most commonly?• How?

– To lead/contribute– To follow/participate– To lurk and learn

• When?– Daily, weekly…

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RESEARCH: ‘Meaningful Use’ of SoMe

• Explore theoretical models ‘predicting’ adoption of SoMe as an information technology system. – Technology Acceptance Model (TAM)

– Exploring ‘utility’, ‘ease of use’, ‘barriers to adoption’• Additional validated questions adressing:

– Which applications? How often?

Adapted from the Theory of Reasoned Action [Ajzen and Fishbein, 1980] & originally proposed by Davis [1986]

RESEARCH: ‘Meaningful Use’ of SoMe

Sampling and Distribution: • The survey instruments will be

distributed to a random sample of physicians in the AMA database (up to N=500). – 300 PCPs and 200 Oncologists

Analysis:• Descriptive analyses will provide basic

adoption and use data • Predictive analyses will explore:

– Technology Acceptance Model & other variables on SoMe adoption

Timeline:• Descriptive = Medicine 2.0 September• Predictive = NEJM? In review

Bucket 3

Physician Use and Attitudes Towards The Use of Social Media to Share Medical Knowledge with Other Physicians

Current Users

‘Will Never’ Users

CPD-related use

Attitudes Towards Social Media

n =485

http://medicine20congress.blogspot.com/2011/08/physician-adoption-of-social-media-for.html

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Benefits of using social media

http://medicine20congress.blogspot.com/2011/08/physician-adoption-of-social-media-for.html

n =485

Social media helps improve the quality of my patient care…

Social media helps enables me to care for patients more effectively…

Social media increases my job productivity…

Social media improves my job performance…

Social media enables to accomplish job tasks more effectively…


SoMe in Education

How Can We Use SoMeTo Enhance Medical Meetings &

Education?

Case StudiesBucket 1

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2010 ASCO Meeting and Social Media

1.www.asco.org/twitter– Resource for all SoMe

2.@ASCO – ‘Official’ account.

3.Hashtags:– #ASCO for general info– #ASCO10 - official

Annual Mtg hashtag– #ASCOehr for EHR-

related discussions

http://meetingsnet.com/social-media/0701-great-asco-tweetup/

2010 ASCO Meeting and Social Media

1. Planning Ahead:• What to ‘officially’ tweet • Who should ‘officially’ tweet/monitor• Crisis plan

2. For Education/Information Sharing:• Official – faculty coordination• Attendees – social learning

3. For Operations/Logistics:• Official – additional/limited channel• Attendees – feedback/complaints

http://meetingsnet.com/social-media/0701-great-asco-tweetup/

4,500 tweets in 4 days

2011 ASCO Meeting & Twitter

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MS Needs Assessment:Looking Beyond Traditional Audiences

During an assessment of the clinical landscape in MS care, the following practice gaps were identified:

• Neurologists do not always consider all relevant factors when choosing a first line disease modifying therapy.

• The lack of a clear consensus defining treatment failure challenges clinicians regarding when to switch therapies.

• Clinicians do not have adequate knowledge or comfort level to diagnose, treat, and counsel patients on their cognitive dysfunction symptoms.

• Neurologists can improve outcomes by proactively increasing patient adherence to disease modifying therapies.

• Clinician knowledge of newly emerging therapies does not fulfill patient needs.

A patient perspective was needed.

Facebook Survey Distribution Case Study

• Engaged 50 local chapters of the National Multiple Sclerosis Society (NMSS) Via Facebook groups and pages.

42 Chapters Responded - 368 responses

65% of knowledge is outside Neuro control!

Facebook Survey Distribution Case Study

• Engaged 50 local chapters of the National Multiple Sclerosis Society (NMSS) Via Facebook groups and pages.

Need to build better reminder systems!

42 Chapters Responded - 368 responses

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Social Media: Promote

INITIAL RECRUITMENT: Email/E-newsletterssign up links via Twitter“RSVP” on Facebook Share hand outs from live meeting

REMINDERS TO “TUNE IN”: Emails, notices via Twitter, Facebook

ONGOING RECRUITMENT:Cross platform promotion post live - via XM radio, pri-med.com, reachmd.com, mobile (iPhone), iTunes

KEEP EMPLOYEES IN-THE-KNOWUse yammer to highlight the event

CONTENT & FEEDBACK SHARING• Activity reviews – Attendee content ratings• Bookmark & Share content with peers• Submit comments, engage with peers

REMOTE OPERATIONSManage faculty/editorial remotely via IM

Social Media: Engage

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INTERACTION WITH FACULTYPre-Meeting: Post questions on Twitter, FacebookLive: Call in, email or tweet questions live

Learning Blog Mini Case

• Faculty-driven discussion topics generated from Q&A discussion, learning objectives and outcomes measures

• Learners invited to ‘participate’ in blog during telecon, on archive, on reminders, through email campaign (3 part, serial blast)

• Toolkit hosted on blog site to drive traffic and discussion

• Program evaluations to be posted for commentary

• Categorization of blog commentary and responses for assessment

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Text Messaging Mini Case

• Live HCP education fibromyalgia (FM) was offered in 9 series programs: Women’s Health Annual Visit®,

Breakfast with the Professors®, and Innovations in Gynecology®

• Patients were introduced to the text program through their HCP (2,000+) or collaboration partners

• 487 patients self-enrolled

• 44,841 messages sent

• Broad geographic reach

On-going SoMe and Educational Pilots

Summary: Social Media Mind Map

http://ebakerysocialmedia.com/wp-content/uploads/2010/07/mind-map.jpg

Social Media & Health Care

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Why Should I Care Why Should I Care About Social Media?About Social Media?SoMe in Lifelong Learning

How Can We Use SoMeTo Enhance Our Own Professional

Development?

Case StudiesBucket 2

When you have questions, where do you go for answers?

Personalized Learning Network?

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How do you curate your new knowledge?

Bookmarking v Social Bookmarking?

Twitter: a Social Learning Channel

#CMEchat – Wed 11AM ET

• Weekly discussion on fundamentals of CME and education

• Open to all interested• To date:

–More than 200 participants–More than 7,000 comments

• Archive available: www.cmeadvocate.com

CMEAdvocate

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LinkedIn: a Social Learning Channel

Mendeley: a Social Learning Channel

Content Curation: RSS Feeds

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Content Curation: Google Alerts

Content Curation: Bookmarking

Social Bookmarking

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Alliance 2.0Brian S. McGowan, PhD

Chairperson, Emerging Technologies Committee

Alliance Site

Homepage I – Navigation

Homepage II – Widgets

1

23

4

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Homepage Navigation Tour

Social Media Signups

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Communities

Communities

Communities Navigation

Find & Join Groups…

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Use ‘My Forums’ To Ask Q’s

Use ‘My Forums’ to Answer Q’s

Participate: Listserv Archives

Participate: Other New Features

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Adopt ‘My Page’ w/i you PLN

Control the Outflow - I

Alliance 2.0 Summary

• Surf the new site

• Use the Communities portal–Join–Set up your profile (photo, bio, tags…)–Find groups–Participate

Alliance Site

Communities

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A Summary

Why Should I Care About Social Media?

Healthcare Quality Improvement is Increasingly Tied to the Movements of Personalized Medicine & the Rapid-Learning Healthcare System

Personalized Medicine & the Rapid-Learning Healthcare System WILL NOT SUCCEED w/o a Social Learning Culture

Online Social Networking & Social Media are Natural Extension of Social Learning Theory

Practitioners are Integrating Social Media into the Activities of Daily Learning (ADLs)

Educators, Educate Thyself – Social Learning and Social Media Are Vital CPD Channels

Questions and Comments

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Additional ResourcesSocial Media and Networking

for Medical Meetings

Twitter Glossary

• TWEET: A 140-character message posted on Twitter• @USERNAME: The @symbol establishes a reference to a user's

account (e.g., @asco, @CMEAdvocate, @spelletier).• FOLLOWING: Accounts you have elected to view; their tweets appear

in your “feed”• FOLLOWERS: Accounts that have opted to view your tweets• DIRECT MESSAGE (DM): A tweet sent privately to a follower, used to

have a private conversation• HASHTAG (#): The # symbol establishes a topic and allows accounts

that are not following one another to search for tweets related to a topic (e.g., #ASCO10, #learning).

• LISTS: A relatively new feature that allows any user to create a list of accounts that can be followed to simplify monitoring

• REPLY: A tweet sent in response to one account, but visible to all followers, used to have a public conversation

• RETWEET (RT): The act of taking a tweet from someone you follow and a sharing it with everyone who follows you

http://meetingsnet.com/social-media/0701-great-asco-tweetup/index2.html

Healthcare and Social Media Resources

• http://meetingsnet.com/social-media/Social media's impact on medical meetings

• http://social-media-university-global.org/curriculum/twitter/The ultimate resource for anyone or any organization looking to participate in or learn more about social media

• http://ebennett.org/A comprehensive list of hospitals and healthcare systems using social media; also includes resources for social media policies

• http://bit.ly/9aYRjfIncludes one author's opinions of the steps in a physician's acceptance of Twitter

• http://bit.ly/vYYrf140 healthcare uses for Twitter — a phenomenal resource

• http://bit.ly/cHZIOGA compilation and brief overview of social media sites used by healthcare professionals

• http://bit.ly/4vpcn8Short case studies addressing how oncologists use Twitter

• http://bit.ly/a3tTWdHow to keep social media policies short, simple, encouraging, educational, and transparent


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Pharmacists Influential On Social Media

Brent Fox, PharmD, PhDAuburn

@Brent_Fox

Jerry Fahrni, PharmDTalyst

@Jfahrni

Jeff Cain, PhD*U Kentucky

@DrJeffCain

Kevin Clauson, PharmDNova Southeastern University

@kevinclauson

Leader in pharmacy informatics education and social media

Early adopter of social media & mobile; now representative from vendor side

Foremost expert on eprofessionalism in pharmacy; social media leader *Jeff is not actually a pharmacist, but is prominent in pharmacy education

Created course on Web 2.0 in Healthcare; researches social media tools & mHealth

Pharmacist Social Media Resources

Pharmacist Social Networks:PharmQDhttp://www.pharmqd.com/

Pharmacist Societyhttp://pharmacistsociety.skipta.com/public/index.aspx

Other ResourcesWeb 2.0-mediated Blended Learning: Separating Fact from Fiction

[http://www.slideshare.net/kclauson/web-20mediated-blended-learning-separating-fact-from-fiction

How Facebook and Twitter are Changing Healthcare http://www.slideshare.net/kclauson/how-facebook-and-twitter-are-changing-healthcare


Beyond the Big 5 SoMe ToolsTechnology in Education (and Meetings)

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Top 100 Learning Tools - 2010

http://www.c4lpt.co.uk/recommended/top100-2010.html

Top 10



Tools 11-20



Tools 21 - 30

McGowan ACPE Meaningful Use of SoMe by Pharmacists 9212011

Health & Medicine

Transcript of McGowan ACPE Meaningful Use of SoMe by Pharmacists 9212011