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CME And Social NetworkingGlobal Alliance for Medical Education

2010 Fifteenth Annual Meeting

8th June 2010 – Montreal, Quebec, Canada

Lawrence Sherman, FACME, CCMEP

Senior Vice President, Educational Strategy

Baseline Assessment:What Does Social Networking Mean To You?

What comes to mind? Do you use any social networking sites? Have you ever used these sites for professional reasons? Do you believe that not all social networking sites are appropriate

for professional use? Do you think that there is any role for social media/social

networking in CME? What would you like me to be sure to cover today?

When I Think of Social Media…

Can Any or All of That Be Incorporated Into CME?

Absolutely Social Medial and 2.0 in general can fill needs previously not met

in CME– Deeper assessments of learner needs– Ongoing assessment – Post-activity follow-up– Intra-activity linkage– Appropriate student/faculty interaction– Involvement down to patient level– Transparency throughout the educational process

There can, should and will be more touch points with the learners

My Presentation Relies on Social Media

Preparation– Needs through social networks

• Searching (1.0) and questioning (2.0)• Twitter chats• LinkedIn Group Questions (CME, European CME, CACHE)• Facebook interactions

Delivery/participation– Remote participants via live interactions

• Twitter #game2010• Email (for non-tweeters)

The Theme of This Conference is Innovation

Does the use of Social Media represent innovation?

The Theme of This Conference is Innovation

Does the use of Social Media represent innovation?

I Think That Using Social Media in CME Represents…

Innovation by almost every definition found! But we should not think of any one new thing by itself! The role of Social Media in CME is only a small part of what we

can be doing– CME must be advocated– CME must be integrated– CME must evolve

For these things to happen, educators, providers, supporters, learners and any other stakeholders must– Evaluate what is needed– Accept change where it needs to occur– Facilitate this change

Is There A Place For Social Networking in Medicine and CME?

Physicians and healthcare providers need to communicate– With each other– With their patients– With the public– With other professionals

Physicians and healthcare providers represent a “community” Needs assessments and professional practice gap analyses

consistently identify communications as an area of need

Has Social Networking Existed With Different Names?

Perhaps!– Physicians Online – 1990s

• Online community through subscriptions• Interactions• Short of networking

– Medscape• Huge community – global• Limited interactions• No networking per se

– Other similar groups• MedPage Today• Epocrates

– Interactions were driven by the “sites” therefore one-way What about specialty society web sites/offerings?

– Maybe…

Real Social Networking Emerges…

SERMO– Original mission: Adverse events reporting– Moved quickly to: Multi-use, physician only community– No advertising– Funding model: selling data to pharma, govt, etc.

• Secondary funding model: access to CME providers for audience generation, participation, measurement

– Had partnership with AMA; ended in July 2009 Ozmosis Syndicom LinkedIn Others where communities already exist

– Add in where the community has a need– Useful in CME at many levels

SERMO - What Do We See?

Ozmosis – The Trusted Physician’s Network

Ozmosis Powers the Exchange of Timely and Relevant Medical

Information

Ozmosis uses real identities Only licensed and

verified Physicians can join

Physicians interact free from prying

eyes

Ozmosis Approach To Ensuring Appropriate Trust and Sharing

You are Entering aCommercial Area

Ozmosis will not share your personal

information or discussions without your

express permission.

Ozmosis – Needs Assessment 2.0

Triptans

Tricyclics

Coenzyme-Q-10

Intra Nasal Lidocaine

Magnesium

Calcium Channel Blockers

Topamax

QuestionDiscussion

Extract current trends, treatments, beliefs from the Community and build highly tailored CME to match it

Syndicom Spineconnect – Early and Strong

The Power Of The Platform

CME can be deployed in any form (video, slideshow, podcast, etc) The community drives learning and awareness

– Peer-to-Peer interaction influences learning and behavior change – • Reinforcement of learning through community acceptance

– Immediate feedback - quality of CME product, etc Behavior change tracking

– Track over time• Capture how each physician behaves, reports, and

discusses the topic as time goes on– Do they evangelize the technique/process/treatment/etc– Do they ask about it again?

• vs. traditional post CME surveys (one and done)

Social Networking – Helpful For Accredited Providers

C2, C4, C5 in 2006 Updated ACCME Criteria could benefit

Compliance with C16-22 leads to Accreditation with Commendation C21 in 2006 Updated ACCME Criteria:

– The provider participates within an institutional or system framework for quality improvement

Appropriate use of social networking can certainly help!

Where Does Social Network Fit In With CME

Needs Assessments– Sleep/wake and National Sleep Foundation

– Posed barriers to diagnosis/care/outcomes question– Answers from patients, caregivers, physicians, nurses– Used information in activity development – can report back too

Many Organizations Set Up Facebook Pages

Reach constituency Provide access

– Right information– Right contact data– Right communities

Can help to combat false information on the Internet

Use of Facebook in A Needs Assessment

Twitter – Many Uses For CME Providers

Twitter – Follow

#hcsm, hcsmeu, #game2010 @cmeadvocate, @europeancme, @meducate @asco, #asco10

Use Of Twitter in MY Needs Assessment

Use of LinkedIn in MY Needs Assessment

Use of LinkedIn in MY Needs Assessment

Know Your Audience – I 60% of Doctors are Interested in Physician Social Networks

27

hello

Manhattan Research – Taking the Pulse v8

Know Your Audience - II

Q1 2008 telephone and online survey of 1,832 practicing U.S. physicians

Sermo and Medscape Physician Connect are the two largest physician-only online communities– Each has about 100,000 users– Physicians participating in such online communities are more

likely to:• Be primary care physicians• Be female• Own a PDA or smartphone• Go online during or between patient consultations• Be slightly younger than the average physician

Manhattan Research – Taking the Pulse v8

Know Your Audience - III

Examples of who is using Twitter?– Government

• CDC• FDA

– Specialty societies• AHA• NKF

– Healthcare providers• GICareCenter• GoSleepSeattle

– Supporters • BI - Novartis• AZ - JnJ• Roche - Pfizer

Know Your Audience – IV

Social Media is Playing a Larger Role in Public Health

CDC had less than 1,000 Twitter followers in March. They now have over 500,000

31

CDC’s H1N1 video has over 1,000,000 views

"Web-based mapping, search-term surveillance, "microblogging," and online social networks have emerged as alternative forms of rapid dissemination of information."

-New England Journal of Medicine on May 7, 2009

And “Your” Audience Grows – Friending and Retweeting

Found On Twitter – Bias Or JIT Reporting?

Found On Twitter – MDs And Twitter

http://www.annemergmed.com/article/S0196-0644%2809%2900613-1/fulltext

Found In Traditional Media – MedAdNews August 2009

How Do You Measure Success Of Social Networking in CME?

Depends on the use– Needs assessment

• Easy: did you find info, is it credible, and were gaps identified?

– Audience generation• Easy: quantify those participating solely as a result of social

network invitation– Educational delivery

• Easy: compare participation, completion and certificate requests with controls from outside network

– Evaluation• Easy: compare educational impact measurement with

controls from outside network Then why are four easy things so hard to find?

My Answers

The use of social networking in CME is still young Activities that have used various aspects of social networking have

only recently been completed or haven’t taken place yet The initial inclusion of social networking in CME may not have

been best practices Those with the data may not be sure of what they have Those with the data may not be ready to share The most empiric use of social networking in CME will be when

CME providers incorporate it as an appropriate adjunct at all relevant time points in the lifecycle of CME activities and programs

Looking Forward - Opportunities

Social networking will absolutely play a greater role in CME moving forward– Needs assessments

• Collaboration with societies and organizations– Community formation

• Patient management based groups• Care team education

– Educational design (including evaluation)• “Community” based education• Participation in post-activity discussion re impact of

education• Addressing of inter-specialty and intra-disciplinary

communications barriers

LinkedIn CME Group – Are You Members?

Any Questions?LSherman@provaeducation.comtwitter.com/meducateThank You!

Few Publications Exist!

Latest articles– Social Networking Sites: A Novel Portal For Communication

• Farmer AD et al. Postgrad Med J 2009 Sep;85(1007):455-9– Docs Get Social in Social Media

• Pilkus C. MedAdNews August 2009 Paucity of articles focusing on CME and social media/networking

in peer-reviewed journals and/or second- and third-tier journals Wealth of opinions USING social media

– Is this a valid data retrieval technique?

Key Points/Observations: Farmer et al

Evaluated role of Facebook as healthcare communication portal for patients, caregivers and healthcare professionals

Identified >290,000 users who were part of >700 Facebook groups associated with common medical conditions

Groups were categorized as– Patient groups (47.4%)– Patient/carer support groups (28.1%)– Fundraising groups (18.6%)– Others (5.8%)

Scientific and educational communities also represented Malignant neoplasms and cardiovascular diseases had majority of

users (~141,000) Concluded that Facebook has a role in healthcare communication

(extrapolate to education?)

Key Points/Observations: C Pilkus/MedAdNews

Review of 8 organization/sites that report using social networking within CME

Selection criteria of sites not provided Validation process of sites/content not described Primarily subjective information Factoids

– In survey of 5,000 CME/meeting professionals by CMEBuzz.com, 88% reported that they will be using social media this year

– Large and small organizations, irrespective of accreditation status, reported examples of social networking

Best practices for who, what, where, when, why and/or how not addressed

Use of Facebook in A Needs Assessment

Twitter – Many Uses For CME Providers

Use Of Twitter in MY Needs Assessment

Use Of LinkedIn In MY Needs Assessment – For Tomorrow

Integrated CME 2.0An Example?

What Has CME Traditionally Been?

Live, didactic, non-interactive, based on presumed needs Enduring

– Print– Online

• Mega-sites– Medscape– MedPageToday– MD Briefcase

• Single-topic sites– Millions!

– Other tech• Epocrates• Others?

– Not about patients!

Current Online Activity – 2.0???

Current Handheld CME – 2.0?

What Needed (Or Needs) To Be Done?

Better assessment of needs Better methodology selection

– Linked activities– “Community” development– Adding in social networking/interaction– PI CME/PoC CME– QA/MoC/MoL

Better evaluation– Competence/performance/patient outcomes– Aggregating data– Comparing data

Prepare MD learners to use Web 2.0 – And to help patients navigate through the data that they find

AND THEY MUST KNOW WHERE TO FIND IT!

Use Of LinkedIn In MY Needs Assessment

What Qualifies As CME/CPD 2.0?

Your thoughts…

What Qualifies As CME/CPD 2.0?

Your thoughts… My thoughts and findings…

– Appropriate use of technologies– Use of social media/social networking as a tool at all stages in

CME activities design, development, implementation and evaluation

– True PoC needs based education that is user driven• Validated references• Blogs• Other resources

– It needs to use technologies based on their application to activities, and not simply for the sake of using technologies

– Use ePatients?

But It Isn’t Just About Activity Delivery

Use of 2.0 technologies for– Needs assessments

• Interactive• Multiple components

– Outcomes measurements• Post-activity dialog related to impact of education

– Faculty planning and training– Sharing of data/information

What About Blogging CME

Is Any Of This Being Done?

Do you know of examples?

Who Should Be Doing This?

Educators! CME Providers

– Accreditation matters! But they cannot do it alone…

– Collaboration matters• Audience generation specialists• Delivery partners (existing audience)• Measurement partners

The key will be to move the thought process from where is funding coming from to is this education, is it relevant, and is it embracing current methodologies and technologies

Conclusions

CME 2.0 is still a goal, but providers are beginning to embrace it There needs to be a bridging of the gap between CME and the rest

of healthcare with respect to 2.0-ability The tools, minds, and opportunities exist, but they must be put into

practical use Will we see CME 2.0 or Med 3.0 first?

– My guess: it’ll be close!