1. The Impact of Social Media In CME Joseph Kim, MD, MPH President of Medical Communications Media, Inc. 1

2. Incorporated in 1995, MCM is a provider of certified continuing education solutions for health care professionals. MCM develops educational activities in joint-sponsorship with accredited providers. 2

3. Partnerships and Collaborations 3

4. 4 How can social media impact the formal educational experience?

5. QuantiaMD & Care Continuum Alliance “Doctors, Patients & Social Media” (Sept 2011) 28% already use professional physician communities, with the highest enthusiasm around using them to learn from experts and peers. 5

6. The “Connected Clinician” 6

7. Closed vs. Open Communities Open communities Everything may become public Consumers/patients may get involved Not discussing specific patients Anonymous vs. identified postings Closed communities HCPs may discuss anything, including specific patients Curbside consultations with patient-specific information Anonymous vs. identified postings 7

8. Online Medical Communities DoctorsHangout.com 8

9. Sermo 117,000+ members (1 in 5 practicing US physicians) All physicians are verified 400,000 post views (discussions) per month 1 Million comments, 50,000 posts, 3.5 million votes http://sermo.com 9

11. Discussing “medication adherence” First poll + discussion on Sermo: 21 votes, 27 comments Comments reflect: Physician attitudes about EHR systems Attitudes about patient motivation to adhere to medication regimens Thoughts regarding the importance of team-based care 11

12. On a closed social network (restricted community) Physicians are open They don’t hold back their comments Some are willing to admit mistakes Most admit their knowledge gaps They are willing to discuss controversial topics 12

13. A series of CME activities on fibromyalgia http://www.cmecorner.com 13

14. Ongoing, longitudinal education Social media discussions identify areas where there is an ongoing need for education Controversies and confusion around the diagnosis and management Sharing experiences on what is and is not working Overcoming challenges related to disease management 14

16. QuantiaMD Over 300,000 members, over 125,000 physicians Access on mobile devices 300,000 minutes of content consumed 40,000 questions answered 1,000+ resources delivered http://quantiamd.com 16

17. Doximity HIPAA-compliant physician network and communication platform Connect with physicians and get more referrals and consults iRounds https://www.doximity.com

18. Traditional CME (CME 1.0) 18

19. Improving CME (CME 2.0) 19

20. Thank You Joseph Kim, MD, MPH DrJosephKim.com Linkedin.com/in/DrJosephKim Facebook.com/DrJosephKim Twitter: @DrJosephKim 20

21. Thank You Joseph Kim, MD, MPH DrJosephKim.com Linkedin.com/in/DrJosephKim Facebook.com/DrJosephKim Twitter: @DrJosephKim 21

22. Closed Networks Admit a mistake: “I accidentally did this and harmed a patient. How could I avoid this mistake in the future?” Voice frustration managing a patient: “I can’t get my patients with diabetes to goal. What else can I do?” Discuss controversial or challenging issues: “What do you do when your patient stops a medication? When do you fire a patient for non-compliance?” http://sermo.com 22

23. Social media is… 23

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25. Closed Networks Physicians are willing to be vulnerable and admit their mistakes or their gaps in knowledge They are discussing specific patients Post photos and/or videos of patients Curbside consultations Gaining comfort with second-line and third-line treatments 25

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27. Extra Slides 27

28. Title – Font - Century Gothic Content – Font Century GothicSize 24 28

29. Student Doctor Network Over 3.5 million visits per month 300,000 registered members over 10 million posts http://www.studentdoctor.net

30. “Twitter in the classroom” http://www.cnn.com 30

31. Source: HCPs & Social Media 2011 by UBM Medica Where do physicians spend their time? 31

32. Hashtags: #ASCO #ASCO10 #ASCO11 www.asco.org/twitter 32

33. How many physicians use social media for professional purposes? Manhattan Research: 24% QuantiaMD/Care Continuum: 65% and 28% CMEcorner.com: 45% 33

34. 2009 “Practicing Medicine in the Age of Facebook” Harvard Dean for Medical Education writes: “Caution is recommended . . . in using social networking sites such as Facebook or MySpace. Items that represent unprofessional behavior that are posted by you on such networking sites reflect poorly on you and the medical profession. Such items may become public and could subject you to unintended exposure and consequences.” N Engl J Med 2009; 361:649-651 34

35. Physician fired over Facebook posts April 2011: Rhode Island physician wrote about her experience in a hospital emergency room. She didn’t use names, but used enough descriptors that readers in the community were able to identify the patient. Outcome: Fired from the hospital Fined $500 Reprimanded by the state medical board Boston Globe (Boston.com) April 19, 2011 35

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37. Why Should HCPs Use Social Media? 37

38. Mayo Clinic Center for Social Media The Mayo Clinic Center for Social Media exists to improve health globally by accelerating effective application of social media tools throughout Mayo Clinic and spurring broader and deeper engagement in social media by hospitals, medical professionals and patients. http://socialmedia.mayoclinic.org 38

39. Mayo Clinic’s Social Media Philosophy: Mayo Clinic believes individuals have the right and responsibility to advocate for their own health, and that it is our responsibility to help them use social media tools to get the best information, connect with providers and with each other, and inspire healthy choices. http://socialmedia.mayoclinic.org 39

40. Twitter Physicians are using hash tags # at major medical conferences to share information with colleagues “Oncologists Using Twitter to Advance Cancer Knowledge” Oncology Times Jan 2010 Live tweeting during surgery “…information on Twitter is not verified, and it may be impossible to authenticate sources” JAMA Feb 9, 2011 40

41. Consumers Are Using Social Media “Consumers Seek Healthcare Advice On Facebook, Docs Absent” (InformationWeek July 11, 2011) “Patients Use Facebook, Twitter, to get health information” (CNN Blog March 4, 2011) In the survey of nearly 23,000 people in the United States, 16% said they use social media as a source of health care information. For nearly all of them – 94% - Facebook was their site of choice, with YouTube coming in a distant second at 32%. 41

42. Infographic: Mobile Statistics, Stats & Facts 2011 by Microsoft Tag Rapid Growth in Mobile

43. Social Media Interactions Patients are: Asking questions Voicing complaints Sharing stories The health care community is: Educating patients Improving awareness Building trust Learning from patients 43

44. Social Gaming and Health 44

45. Concerns: Security & Privacy HCPs & Social Media 2011 by UBM Medica 45

46. Suggested Social Media Guidelines Remember that everything you write may be publicly shared and permanent Never write about specific patients or use identifying information Always display professionalism, courtesy, and respect It is OK to discuss health and medical topics, but only in general terms Maintain appropriate boundaries of the patient-physician relationship in accordance with professional ethical guidelines 46

47. Suggested Social Media Guidelines (cont…) Never provide medical advice If you would not say it in front of a crowded room of strangers, do not say it online Know when to ignore comments or take discussions offline Separate your personal and professional online presence Report content posted by colleagues that reflect unprofessional conduct 47

48. #SocialMedia in Medicine Webinar originally recorded on June 22, 2011 Over 1,000 health care professionals registered Covered the basics: Facebook Twitter LinkedIn Now archived on HCPLive.com http://www.hcplive.com 48

49. Additional Resources AMA Policy: Professionalism in the Use of Social Media http://bit.ly/AMASoME Social Media Governance http://socialmediagovernance.com Guseh JS 2nd, Brendel RW, Brendel DH. Medical professionalism in the age of online social networking. J Med Ethics. 2009;35(9):584-6. Gabbard GO, Kassaw KA, Perez-Garcia G, Professional boundaries in the era of the internet. Acad Psych. 2011;35:168-74. 49

50. Conferences Medicine 2.0 (Stanford University) Health 2.0 Doctors 2.0 Annual Health Care Social Media Summit (Mayo Clinic Center for Social Media) 50

51. HCPs & Social Media 2011 by UBM Medica 51