Madigan Army Medical Center IM Oral Exam Workgroup 5 APR 2013

Madigan Army Medical CenterTacoma, WA

Integrating Social Media into Healthcare Systems Practice

MAJ Mike Moore, DO

Department of Family Medicine

The views expressed are those of the author(s) and do not reflect the official policy of the Department of the Army, the Department of Defense or the U.S. Government.

Madigan Army Medical Center IM Oral Exam Workgroup 5 APR 2013

• Describe new innovations in the use of social media for both individualized clinical practice and population health.

• Recognize the potential for the integration of social media into effective clinical practice.

• Interpret new developments in medical/social technology.

• Explain the skills needed to provide effective leadership as a clinician or administrator through social media.

Objectives

Madigan Army Medical Center IM Oral Exam Workgroup 5 APR 2013

• Brief Overview– What is Web 2.0 & Social Media?– Geography/Demographics/Sociology of Social Media– Key Examples

• Landscape 2013 [Including Healthcare Use]• Demographics 2013 [Including Healthcare Use]• Sociology 2013 [Including Healthcare Use]• Key Examples

– Current Uses– Future Uses

Social Media in Healthcare 2013

Madigan Army Medical Center IM Oral Exam Workgroup 5 APR 2013

• Web 2.0Web 2.0 is a concept that uses the Internet for information sharing, interoperability, user-centered design,

and collaboration.(User Generated Content)--Tim O'Reilly and John Battelle, 2004http://oreilly.com/pub/a/web2/archive/what-is-web-20.html

• Social MediaSocial media includes web-based and mobile based technologies which are used to turn communication into interactive dialogue among organizations, communities, and individuals. (How User Generated Content Happens)--Andreas Kaplan and Michael Haenlein, 2010http://www.michaelhaenlein.eu/Publications/Kaplan,%20Andreas%20-%20Users%20of%20the%20world,%20unite.pdf

What is Web 2.0 & Social Media?

Madigan Army Medical Center IM Oral Exam Workgroup 5 APR 2013

http://oreilly.com/pub/a/web2/archive/what-is-web-20.html

Web 2.0 Meme:

Interaction > or = Content

or

The interaction is the content.

Web 2.0 in Practice

Madigan Army Medical Center IM Oral Exam Workgroup 5 APR 2013

• Healthcare has uses in all of these areas.

• Best to think along these functions.

• Evaluate a new technology or website by putting it in a framework.

Madigan Army Medical Center IM Oral Exam Workgroup 5 APR 2013

• One in five American adults does not use the internet, half of these do not see value

Uniform use among groups• Six in ten American

adults go online wirelessly with a mobile device

http://pewinternet.org/Reports/2012/Digital-differences/Main-Report/Internet-adoption-over-time.aspx

http://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspx

Social Media Demographics 2013

Madigan Army Medical Center IM Oral Exam Workgroup 5 APR 2013

• 80% of internet users, or 59% of U.S. adults, look online for health information.

• Emerging: 27% of internet users, or 20% of adults, have tracked their weight, diet, exercise routine or some other health indicators online.

Social Media Demographics 2013 [Healthcare]

http://www.pewinternet.org/Commentary/2011/November/Pew-Internet-Health.aspx

Madigan Army Medical Center IM Oral Exam Workgroup 5 APR 2013

Global Internet Usage (ITU 2010 Data)

http://www.itu.int/ITU-D/ict/statistics/material/excel/2010/IndividualsUsingInternet_00-10.xls

Madigan Army Medical Center IM Oral Exam Workgroup 5 APR 2013

• Providers/Care Givers–Public vs. Private

• Patients/Care Receivers–Public vs. Private

• Payers (Insurance/Government)–Public vs. Private

Sociology 2013 [Including Healthcare Use]

Madigan Army Medical Center IM Oral Exam Workgroup 5 APR 2013

Trends:• Blurring between

Public/Private• Integration and Sharing

between Groups (Potential for Collaboration)

• Care Extension• Information Collection as

well as Distribution• Diffusion to Mobile Platforms• Location Based Services

Sociology 2013 [Including Healthcare Use]

Patient

PayerProvider

Madigan Army Medical Center IM Oral Exam Workgroup 5 APR 2013

• Knowledge Translation & Diffusion– Integration into Population Health– Pivoting from the “Clinical Visit” to the “Health

Environment• Recognition of Legal & Ethical Boundaries

– Traditional “Social Media” Pitfalls– Redefining of Professional Goals– Taking the Healthcare “Relationship” to the next

level

How does this translate into new health care skills?

Madigan Army Medical Center IM Oral Exam Workgroup 5 APR 2013

• Common Sense Considerations: Army Social Media Handbook– Oriented to all levels, from senior commander to

individuals– OPSEC, Privacy, Branding, Checklists, Regulations

& Glossary/FAQ• Pitfalls

– Security– Privacy/HIPAA– Personal Brand/Professionalism– Oversharing

Federal Healthcare Considerations/Implications

Madigan Army Medical Center IM Oral Exam Workgroup 5 APR 2013

• DoD Internet Services and Internet-Based Capabilities (IbC) (DoDI 8550.01)– Delineate a specific approval & management process

• Policy for Department of Defense (DoD) Interactive Internet Activities (DTM 08-037)– Endorses the use of interactive web based services

• Social Media, Web-Based Interactive Technologies, and the Paperwork Reduction Act (OMB Memo)– Directive to use interactive technology as able to meet

Federal Government missions/goals• Policies for Federal Agency Public Websites (OMB M-05-04)

– Directive to establish interactive web based services to interact with the public and other Federal Agencies

Federal Healthcare Considerations/Implications

Madigan Army Medical Center IM Oral Exam Workgroup 5 APR 2013

• Diffusion of Social Media into health care continues

• Adoption of Internet & Social Media is levelling off

• Key Marginal Groups remain• Knowledge Translation of Social Media

Adoption • Who “owns” the intersection between

Patients/Providers/Payers?

Conclusions (and Discussion)