Introduction

An introduction to

Social Media
for health care managers in Canada

empower, engage & educate … through social media

Dean Giustini (Instructor) & Kevin Read | UBC health librarians | Fall 2011

Agenda
Examine social media, health & medicine 2.0
• Provide examples of how social media is used in health care

• Share Canadian examples of social media in health

• Create useful resource for health workers interested in
learning about social media

• Provide takeaway for UBC Centre for Health Care
Management workshop


Deﬁnitions
Social Media:
"... social media is used to describe online technologies &
practices that are used to share information, expertise,
insights, evidence and experience … if used well, social
media provide a way to learn daily on the Internet”

Typical features of social media include:
• “Two-way" interactivity
• Ability to create a personal proﬁle
• Opportunities to “friend” others
• A way to share ideas, photos, videos, slides
• Ability to tag, rate, comment or vote on content
created by other people


Social Media provides digital options


“
What is web, health & med 2.0?
Web 2.0

…web 2.0 is a major change in how we interact with each other & information, moving us
from passive consumers to active creators on social media sites such as blogs, wikis, Twitter,
Facebook etc.

Health 2.0

…a more patient-centred participatory model of health care emphasizing interactions
between consumers, health providers and librarians using social media… an ability to share
medical evidence, patient data & opinion to improve health outcomes on a global scale…

Medicine 2.0

…the use of social media in medicine to encourage more open & interactive
communication… a new generation of social media users are able to interact with each
other so that health information can be continually requested, consumed & reinterpreted…


Blogs
…blogs stimulate discussion, open enquiry & lifelong learning

Rob Fraser
Nurse blogger
http://robertfraser.ca/wordpress

Dr. Bertalan Mesko
Physician blogger
http://scienceroll.com/about/


Blogs in health & medicine
What is a blog?
• A blog is a website of entries posted in reverse chronological order

• Authored by individuals, organizations or businesses

• Entries, commentaries, descriptions of events; graphics, video

• Some excellent bloggers in health & medicine worldwide

A blog can broadcast your message around the world, fast ...


Blogs in health & medicine
Why read blogs?
• Access to authoritative information via subject experts

• Stay on top of new developments (Malvey, 2009)

• Disseminate information, share opinions or solicit feedback

• Bring transparency into management practices (Zeng et al., 2008)

• Patient blogging helps to foster healthy practices & patient
understanding (Adams, 2010)

• Implement in educational activities in health care (Boulos et al., 2006)


Examples of blogs in health care

Tom Closson
President & CEO, Ontario Hospital Association
http://www.oha.com/News/TomClossonBlog/default.aspx

Social Media in Canadian Healthcare
http://www.smich.ca

List of Top Health and Medical Bloggers
HLWIKI
http://hlwiki.slais.ubc.ca/index.php/Top_Health_
%2526_Medical_Bloggers_2011


Wikis

http://wikidoc.org/index.php/WikiPatient http://en.wikipedia.org/wiki/Main_Page

Wikipedia is a great tool...
but check your facts in a bona ﬁde information source.

WikiDoc The Living Textbook of Medicine http://www.wikimatrix.org/
The Original Medical Wiki / Encyclopedia


Wikis in health & medicine
What is a wiki?
• A collaborative website which can be edited by anyone using a web browser

• A wiki allows users to research, contribute & participate in creating wiki
content

• Wikipedia-like entries to foster education, training & enhanced info-sharing


Wikis in health & medicine
Why use wikis?
• Increased participation among health professionals / scientists – scholarly
communication function (Eysenbach, 2008)

• Use, share & exchange information in a continual loop of analysis &
reﬁnement (Giustini, 2009)

• The more open & creative a platform becomes - the more useful it
becomes

• Enhanced student, clinician and patient learning and deeper learner
engagement and collaboration within digital learning environments
(Boulos, 2006)
Top Fifty Medical Wikis You Might (Want to) Know


Examples of wikis in heath care

http://www.medpedia.com/
http://hlwiki.ca/


Facebook in health & medicine
What is facebook?

• Most-popular social networking tool with 750+ million users globally

• Make information-sharing more open & connected

• People use Facebook to keep up with friends, businesses & organizations

• Upload unlimited photos; share links & videos

• Learn more about people, their aﬃliations & interests


Facebook in health & medicine
Why use facebook?
• Facebook is among most popular social tools for hospitals

• Most effective in driving traffic to web sites (Cummins, 2010)

• Increase internal networking & collaborative practices (Burrus, 2010)

• Help public health officials reach out to consumers (Currie, 2009)

• Extend digital presence to meet healthcare organization's agenda
(Rooney, 2009)


Twitter in health & medicine
What is twitter?

• A real-time information network linking people & information in real-time

• Users ﬁnd streams of information they ﬁnd compelling …then follow them

• Small bursts of information – a tweet is >140 characters in length

• Tweets provide details with deeper context, added information & media


Twitter in health & medicine
Why use twitter?
• Ability to reach distributed audiences at low cost

• Foster innovative ways of interacting professionally (Bacigalupe 2011)

• Promote positive behaviours, disseminate information & use tools in real-
time (Scanfeld et al., 2010)

• Use Twitter /cell phones to organize, interact & share information (Bottles
2009)

HCSM.ca Archives
http://cyhealthcommunications.wordpress.com/hcsmca-2/


Linkedin in health & medicine
What is Linkedin?
• A social network used to connect with colleagues & other professionals

• A place for experts to share ideas & learning opportunities

• A tool used by professional people to control online proﬁle & identity

• 120 million people worldwide

Linkedin
http://linkedin.com


Why use Linkedin?

• Presence on social networks extends
healthcare agendas (Rooney, 2009)

• Word-of-mouth advertising creates
impression of peer-determined credibility

• Provides economy of scale that may elude
traditional marketing eﬀorts

• Develop “professional legitimacy” by
establishing a digital presence
LinkedIn provides
opportunities to shape public
health policy



• Canada Health Infoway

• Canadian Health Care Consultants (CHHC)

• #HCSMCA

• Nursing Jobs in Canada


YouTube

“
“…YouTube is one of the most popular social media for
hospitals, and most eﬀective in driving traﬃc to web sites”


YouTube in health & medicine
What is YouTube?

• YouTube is the web’s most popular video-sharing website

• The site provides a way for users to upload, share & view videos for free

• Also, one of the more popular video sharing sites in health & medicine

YouTube Channel – Health Canada
http://www.youtube.com/user/healthcanada


Why use YouTube?

• Create a transparent health channel for current news
(Hackworth, 2010)

• Increase awareness & traﬃc to your health website
(Cummins, 2010)

• Videos can be (re)posted on Facebook – or linked to
messages on Twitter

• Patients feel empowered to learn more about their
health & to take control


Examples of YouTube in heath care

• Public Health Agency of Canada (PHAC)

• Inside BC Children’s Hospital

• Halifax Health Centre of Oncology

http://www.youtube.com/user/HalifaxHealth#p/u/11/
tFFE4MwC1JE


Podcasts in health & medicine
What is a Podcast?
• an audio or video ﬁle … referred to as a “podcast” or “audio cast”

• similar to talk radio … or public access television

• usually free to download

Canadian example of health care podcast
White Coat, Black Art
“Social Medicine: Dr. Brian Goldman”
CBC podcast about social media in medicine


Patient 2.0
Examples
PatientsLikeMe

• Patients share real health experiences with
other patients & organizations

HelloHealth

• Web-based patient communication, practice
management & ehealth records

• Free to implement for qualiﬁed practices,
easy-to-use for physicians & patients


Patient 2.0
Examples
RevolutionHealth

• Consumer health company transforming how
people approach health & wellness

• Puts individuals at centre of health care;
allows them to make informed choices

• Oﬀers more convenience & control over
individual healthcare decisions

Kaiser Permanente

• Physicians are given webpages so patients
get to knew them better (Orsini, 2010)


Conclusion
• Social media refers to a banquet of tools …
…blogs, wikis …LinkedIn, Twitter, Facebook, etc.

• Social media & web 2.0 are often used synonymously (but mean diﬀerent
things)

• Social, ethical & legal implications of social media in Canadian health care

• Create social media policies & strategies; safeguard patient privacy

Be social - participate using social media


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