1. How to Use Social Media to Advance Palliative Care Christian Sinclair, MD, FAAHPM Kansas City Hospice & Palliative Care Presented at: San Diego Hospice & The Institute for Palliative Medicine September 30, 2010

2. Disclaimer #1 Founding partner in KLX Media, LLC Social media consulting for health care

3. Disclaimer #2 This presentation was given to the staff of San Diego Hospice and The Institute for Palliative Medicine but none of the following material represents the above or their associated interests. Nor does it represent the policy of Kansas City Hospice & Palliative Care. Please consult your own organizational social media policies. Slide 3

4. Learning Objectives Understand the definitions and potential impact of social media and social networking on the palliative care field Develop a comfort level with social media and reduce risk Employ two social media platforms to advance palliative care knowledge among professionals and the public

8. 200 Billion Hours/year

9. Photo by Flick user Rock Creek

11. What is Social Media? Internet-based tools for creating, sharing and discussing information

12. Metcalfe’s Law Value of a network is proportional to the square of the number of connected users of the system (n2) Prior communication examples: Telephone, fax, email Source: Wikipedia

13. Relative Volume of Information Time

14. Opportunities Start a conversation Interact with your peers Educate the public Filtered search engine Immediate feedback Speak directly to your target audience Get ahead of the competition Build your brand online

15. Risks HIPAA violation End a conversation Make someone mad Give out false information Wasted time and effort Risk your own privacy Identity theft Actual theft

16. Case Examples Pallimed Palliative Medicine related blogs Morphine concentrated liquid and the FDA Twitter & AAHPM medical conference Tweetchat #HPM

17. Pallimed

18. Pallimed

19. Site Visits Subscribers

20. Read Blogs(updated quarterly on Pallimed)

24. Twitter Stats for @ctsinclair

25. Bit.ly Link Stats 25

26. Ways to Use Twitter Finding new like minded contacts Getting info out to self-identified fans Take notes at a conference Find breaking news Get feedback Help other people Have open forum brainstorming

27. First mention on Twitter

28. Re-tweeted in one hour

29. Re-tweeted again in few minutes

32. 2010 Annual Assembly # of Tweets per User The Long Tail Effect

34. Medical Conference Comparison

35. National Health Care Decisions Day

36. National Health Care Decisions Day

37. #havethetalk “Decisions day” Orgs likely to support

38. 385 Users 46 Users

39. Tweetchat

40. Type your Tweet here RT = Re-tweet #hpm automatically added Lots o’ links! Quick Use Buttons Reply Your own tweet Re-Tweet Feature/Block Someone replying to you Favorite Tweet

41. Visual Example of a Tweetchat Tweetchat

42. Tweetchat Group of people begin to have a conversation around a single hashtag

43. Using Tweetchat they can all see the same thread Tweetchat

44. All the people following the individuals see only a few tweets with #hpm Tweetchat

45. Tweetchat

46. Tweetchat

47. Tweetchat Passed on to 2,838 followers

48. SlideShare

50. Risks HIPAA violation End a conversation Make someone mad Give out false information Wasted time and effort Risk your own privacy Identity theft Actual theft Risk if you don’t participate

51. Mitigating Risk Be professional Be credible Be responsible If you pause, don’t publish Don’t talk about cases, generalize Don’t give specific advice

52. Social Media Tools to Know 1st Tier – Be familiar Facebook YouTube Twitter Wikipedia Blogs 2nd Tier – Read about it LinkedIn Slideshare Yelp Foursquare Delicious Digg Yammer Flickr Ustream

53. Summary Social media and networking is all around Use tools to understand usefulness Conversations are happening How are you involved? Security and privacy risks can be mitigated This is just the beginning

54. Acknowledgements Drew Rosielle, MD For allowing me join Pallimed Eric Widera, MD For the use of some slides from his social media Ed Bennett and Lee Aase For great social media in health care content Diane Meier, MD For showing even busy people can do social media

55. Christian Sinclair, MD, FAAHPM Email ctsinclair@gmail.com Blog Pallimed (iPhone app) Twitter @ctsinclair @Pallimed Facebook Personal Pallimed LinkedIn: csinclair Delicious ctsinclair Slideshare ctsinclair Wikipedia ctsinclair Digg ctsinclair Foursquare ctsinclair Yelp csinclair Let’s get connected!

56. Twitter Homework – Part One Get a Twitter account (or reactivate a dormant one) Follow and say hello to: @ctsinclair @DianeEMeier @CAPCpalliative @Pallimed @GeriPalBlog @Doclake @suzanakm @ewidera @abbrody @equijada Use the hashtag #hpm to identify hospice and palliative medicine related material

57. Twitter Homework – Part 2 Tonight at 9P Eastern Go to Tweetchat.com Enter room #hpm Hospice and Palliative Medicine If you have a Twitter account Login and chat along If you don’t have a Twitter account Read along and see if you don’t have something to say eventually.

58. Additional Resources Ed Bennett (Univ Md)- http://ebennett.org/ Lee Aase (Mayo)– SMUG (35 SocMed Thesis) Mashable – General Social Media Interest

59. Highly-Recommended Reading Gladwell: The Tipping Point: How little things can make a big difference Christakis and Fowler: Connected: The surprising power of our social networks Shirky: Here Comes Everybody: The power of organizing with organizations