McGowan ACPE Meaningful Use of SoMe by Pharmacists 9212011

9/22/2011

Bridging to Your Learners
through Social Media:
Social Learning, Media, Networking for
Continuing Education
Brian S. McGowan, Ph.D.,
Senior Director, Oncology;
Medical Education Group, Pfizer Inc
Chair, Committee on Emerging Technologies in Education
Alliance for Continuing Medical Education
Consult Columnist, Social Media Connections
Medical Meetings, A MeetingsNet Magazine

ACPE’s 14th Continuing Pharmacy Education Conference. September 2011

Bridging to Your Learners
through Social Media:
Social Learning, Media, Networking for
Continuing Education
Blog: www.cmeadvocate.com
Twitter: @CMEAdvocate
– Curator: #SoMeCME & #ACMEETC
– Founder: #CMEchat (W’s 11amET)
– Contributor: #Meded chat (Th4PM and 9PMET)
YouTube: http://www.youtube.com/user/Briansmcgowan
LinkedIn: http://www.linkedin.com/in/cmeadvocate
– Member: Alliance for CME Group
– Member: CME Group
– Manager: MAACME
Quora: http://www.quora.com/Brian-S-McGowan-PhD
G+: http://bit.ly/McBrian

Session Objectives:

At the completion of this session,
participants will be able to:
• Introduce the fundamentals of social media.
• Summarize available evidence on the use of
social media by healthcare providers.
• Share case examples of how medical educators
use social media to support education programs.
• Discuss how social media can be a means to
support our own professional development.

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9/22/2011

Why Should I Care
About Social Media?

Where Does the US Rank in Quality?

http://www.rand.org/content/dam/rand/ww/external/health/projects/qdart/images/predominantly_hispanic_areas_low_ldl_testing_rates.jpg

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9/22/2011

http://www.rand.org/content/dam/rand/www/external/health/projects/qdart/images/predominantly_hispanic_areas_low_ldl_testing_rates.jpg


http://trace.wisc.edu/docs/function-aging/pics/graying.gif

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9/22/2011

Patients Payers

Safe

QUALITY
HEALTHCARE

Efficient
Evidence-
Solutions
Base

http://trace.wisc.edu/docs/function-aging/pics/graying.gif

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9/22/2011

The [education] system as it
is structured today is so
deeply flawed that it cannot
properly support the
development of health
professionals…this has left
health professionals
unprepared to perform at
the highest levels…
http://jama.ama-assn.org/content/303/8/716.full

Driving Hypotheses: #1

The parallel movements of
personalized medicine &
rapid-learning healthcare systems
will both fail if we fail to establish a
culture (and science) of
social learning within medicine

Driving Hypotheses: #2

The meaningful use
of social media as an element of
one’s commitment to life-long
learning is a natural extension of
social learning theory…

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9/22/2011

Why Should I Care
About Social Media?
Background

Evolution of Traditional Media

1400 1500 1600 1700 1800 1900 2000

Archiving Broadcasting Teaching

Revolution of Social Media (SoMe) - 2000

Networking, Sharing, and Learning

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9/22/2011

Social media are…

• digital tools for sharing
and discussing
information among
friends, followers, and
(not so) like-minded.
• transforming monologues
into dialogues
• defined by user-
generated content
(UGC) or consumer-
generated media (CGM)

Traditional vs. Social Media

Traditional Media Social Media

Reach

Accessibility Private, controlled Public, open

Usability Specialized Training Common skills

Recency Days, weeks, months Virtually instantaneous

Permanence Static, unchanging Fluid, yet auditable

http://en.wikipedia.org/wiki/Social_media

3 Ways SoMe Supports CME Professionals

1. Supporting the professional development of
medical community.
2. Supporting the professional development of CME
community.
3. Amplifying the voice of CME advocacy.

Bucket 1 Bucket 2 Bucket 3

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Bucket 1: To Teach

• 61% of adult patients
look online for health
information1
By not adopting
• 50% of healthcare social media,
providers have used we are failing
Wikipedia in practice2 to stop information-
• 66% of Docs & seeking HCPs from
32% of Pts relying on less
expect their online credible and less
communication on regulated sources of
health-related matters medical information.
to increase over the
next 18 months3

1 http://bit.ly/dF2ViK; 2 http://bit.ly/3sQVb; 3 http://bit.ly/bAjrXu

Bucket 2: To Learn

• The learning and American Society of Training and Development
quality-improvement
communities outside of 1. Blogs enable community leaders to
communicate ideas and best practices.
CME are actively 2. Staff can use google alerts to learn about
engaging in social the latest trends in their profession.
media. 3. Staff can share using micro-blogging.
4. Staff can social bookmarking to archive
• By delaying adoption important information.
of social media, we 5. Collaborative workspaces enable teams to
share documents, screens, photos, files,
are ignoring readily and presentations.
available best
practices used by Sharing is simplified (virtual teams).
other forms of adult 6. Staff can search for experts who have the
education. skills necessary to address needs.

http://www.astd.org/lc/2010/0510_medved

Bucket 3: To Advocate
• SoMe = the quickest,
simplest, and most Alliance
cost-effective channel
for sharing these ACCME SACME
successes.
• By ignoring social
media, we are CMSS
missing out on the
opportunity to share
all of our success AAMC
stories in an easily
accessible channel
that keeps up with NAAMECC
the fast-pace of
modern news cycles
and new media. PACME ANCC

ACPE IHI

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9/22/2011

Why Should I Care
About Social Media?
Understanding ‘Use’

What Do We Know About
Our Learners & SoMe Use?

Inconsistent Data of Docs Using SoMe

http://blog.influence-interactive.com/2009/09/04/physicians-and-social-media/

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Sermo 2010

Do you use ____ professionally?

2% Twitter 4%
Facebook

PeerView 2010 MCM 2010; unpublished

Do you ‘have a Facebook account’?

64% YES 36% NO

Have you ever ‘used’ Twitter?

20% YES 80% NO

Do you ‘use’ YouTube? * ACS has a YouTube Channel

82% YES 18% NO
Have you ever participated in an online health blog?

35% YES 65% NO

(n~300) American College of Surgeons 2010: http://bit.ly/e5PiaP

Have you ever used social networking sites?

All
N = 454
74% YES

Physicians
N = 137
42% YES

Residents
N = 131
79% YES

Medical Students
N = 186
94% YES
0% 25% 50% 75% 100%

Bosslet GT. J Gen Intern Medicine 2011

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If yes, what social networking sites have you used?
Docs: N = 137; n = 57

Other
5%

LinkedIn 35%

Twitter 14%

Facebook 97%
0% 25% 50% 75% 100%


Type of ‘utilization’ of social networking sites?
Docs: N = 137; n = 57

Both 7%
11%
Professional
4%

Personal 89%
0% 25% 50% 75% 100%



Rich P. Medicine 2.0 2011

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9/22/2011


Rich P. Medicine 2.0 2011

What about
Pharmacists?

Survey Development
37 item questionnaire
1) assess the use and
knowledge of Web 2.0
tools/technology
2) characterize perceptions of
P-1 students towards Web
2.0 and social media @kevinclauson

Open-ended attitudinal items regarding the
educational integration of Web 2.0 tools

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9/22/2011

Demographics
208 first year pharmacy students
196 completed the survey
⌧ 12 declined to participate

Gender Age
Female 64.3% Average: 25

Male 35.7% Range: 20-49

Read 74.0%
Post 16.3%
Author 11.7%

Wikis

Use 97.5%
Contribute 12.3%

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9/22/2011

Microblogs

Ever use it 7.1%

Never use it 58.7%

Never heard of 34.2%

M>F (p=0.004)

Social Network Use
(Overall 86.2%)

82.7%

30.9%

1.5%

“I think PDAs, laptops and
informative websites are and will
be very important tools in our
practice. I also believe that
Facebook, Myspace, twittering
and other similar social media will
never be very useful in our
professional career.”

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9/22/2011

“I would like to see more social
networking in the field of
pharmacy. Social networking
provides an easy medium to
distribute drug information.”

RSS & Social Bookmarking
Yes 27.1%
No 41.3%

Yes 11.2%
No 51.0%

Collaborative Toolbox
Application Use (%)
Media Sharing
– 84.2
– 49.4
– 66.3

Google Docs, 16.3

VoIP, , 40.8

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9/22/2011

“…to be honest I have never
even heard of RSS readers,
collaborative writing tools, or
social bookmarking.”

Podcasts & Vodcasts
Listen
Yes 73.5%
No 25.0%
Never heard of 1.5%

Watch
Yes 42.8%
No 47.4%
Never heard of 9.6%

Student Attitudes Towards Impact
of Integrating Web 2.0 on Learning
Negative Very Negative
2% 1%
Very Positive
Neutral 16%
23%

Positive
58%

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9/22/2011

Perceptions of Web 2.0 Integration
on feelings of engagement
Column1
Very
Disconnected
Disconnected
7%
2%
Very
Connected
16%

Neutral
24%

Connected
51%

Pharmacist ‘Use’ of Social Media

International Journal of Pharmacy Practice. 2011. 19:140-142.



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9/22/2011


1. While a substantial number of pharmacists
currently use social media, its professional use
in pharmacy is still in a nascent stage.
2. Early developments in this space include
pharmacist-specific social networking sites (e.g.
PharmQD), involvement of Pharma with
microblogs, and pharmacovigilance 2.0 of
patient views of antidepressant side effects.
3. A number of other projects are underway
already and even more have been proposed
drawing from sources such as the ‘140 Health
Care Uses for Twitter’.


What Do We Know About
Our Learners & SoMe “Use”?
ZIP NADA
ZERO NIL
ZILCH 0.0

A Research
Opportunity

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9/22/2011

Understanding ‘Meaningful Use’
Hypothesis:
There are 3 ways that HCPs ‘use’ social media:
1. To practice – treating patients
2. To promote public health messaging (& promotion)
3. To learn – sharing of medical information/knowledge

Bucket 1 Bucket 2 Bucket 3

Visualizing ‘Meaningful Use’

Bucket 1
Care

Bucket 2
Info

Bucket 3
Info

Understanding ‘Meaningful Use’
Narrow in on definition of ‘meaningful use’

• What applications are used most commonly?
• How?
– To lead/contribute
– To follow/participate
– To lurk and learn
• When?
– Daily, weekly…

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9/22/2011

RESEARCH: ‘Meaningful Use’ of SoMe
• Explore theoretical models ‘predicting’ adoption
of SoMe as an information technology system.
– Technology Acceptance Model (TAM)

– Exploring ‘utility’, ‘ease of use’, ‘barriers to adoption’
• Additional validated questions adressing:
– Which applications? How often?

Adapted from the Theory of Reasoned Action [Ajzen and
Fishbein, 1980] & originally proposed by Davis [1986]

RESEARCH: ‘Meaningful Use’ of SoMe
Sampling and Distribution:
• The survey instruments will be
distributed to a random sample of
physicians in the AMA database (up to
N=500).
– 300 PCPs and 200 Oncologists
Analysis: Bucket 3
• Descriptive analyses will provide basic
adoption and use data
• Predictive analyses will explore:
– Technology Acceptance Model & other
variables on SoMe adoption
Timeline:
• Descriptive = Medicine 2.0 September
• Predictive = NEJM? In review

Physician Use and Attitudes Towards The Use of Social
Media to Share Medical Knowledge with Other Physicians
CPD-related use

Attitudes Towards Social Media

Current Users

‘Will Never’ Users

n =485

http://medicine20congress.blogspot.com/2011/08/physician-adoption-of-social-media-for.html

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Benefits of using social media

Social media helps improve the quality of my patient care…

Social media helps enables me to care for patients more effectively…

Social media increases my job productivity…

Social media improves my job performance…

Social media enables to accomplish job tasks more effectively…

n =485
http://medicine20congress.blogspot.com/2011/08/physician-adoption-of-social-media-for.html

Why Should I Care
About Social Media?
SoMe in Education

How Can We Use SoMe
To Enhance Medical Meetings &
Education?

Bucket 1 Case Studies

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9/22/2011

2010 ASCO Meeting and Social Media

1. www.asco.org/twitter
– Resource for all SoMe
2. @ASCO
– ‘Official’ account.
3. Hashtags:
– #ASCO for general info
– #ASCO10 - official
Annual Mtg hashtag
– #ASCOehr for EHR-
related discussions

http://meetingsnet.com/social-media/0701-great-asco-tweetup/

2010 ASCO Meeting and Social Media

1. Planning Ahead:
• What to ‘officially’ tweet
• Who should ‘officially’ tweet/monitor
• Crisis plan
2. For Education/Information Sharing:
• Official – faculty coordination
• Attendees – social learning
3. For Operations/Logistics:
4,500 tweets
in 4 days • Official – additional/limited channel
• Attendees – feedback/complaints

http://meetingsnet.com/social-media/0701-great-asco-tweetup/

2011 ASCO Meeting & Twitter

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9/22/2011

MS Needs Assessment:
Looking Beyond Traditional Audiences

During an assessment of the clinical
landscape in MS care, the following
practice gaps were identified:
• Neurologists do not always consider all relevant factors
when choosing a first line disease modifying therapy.
• The lack of a clear consensus defining treatment failure
challenges clinicians regarding when to switch therapies.
• Clinicians do not have adequate knowledge or comfort
level to diagnose, treat, and counsel patients on their
cognitive dysfunction symptoms.
• Neurologists can improve outcomes by proactively
increasing patient adherence to disease modifying
therapies.
• Clinician knowledge of newly emerging therapies does not
fulfill patient needs.

A patient perspective was needed.

Facebook Survey Distribution Case
Study
• Engaged 50 local chapters of the National Multiple Sclerosis
Society (NMSS) Via Facebook groups and pages.

42 Chapters Responded - 368 responses

65% of knowledge is outside Neuro control!

Facebook Survey Distribution Case
Study
• Engaged 50 local chapters of the National Multiple Sclerosis
Society (NMSS) Via Facebook groups and pages.

42 Chapters Responded - 368 responses

Need to build better reminder systems!

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9/22/2011

Social Media: Promote

INITIAL RECRUITMENT:
Email/E-newsletters
sign up links via Twitter
“RSVP” on Facebook
Share hand outs from live meeting

REMINDERS TO “TUNE IN”:
Emails, notices via Twitter, Facebook

ONGOING RECRUITMENT:
Cross platform promotion post live - via
XM radio, pri-med.com, reachmd.com,
mobile (iPhone), iTunes

KEEP EMPLOYEES IN-THE-KNOW
Use yammer to highlight the event

Social Media: Engage

INTERACTION WITH FACULTY
Pre-Meeting: Post questions on Twitter, Facebook
Live: Call in, email or tweet questions live

REMOTE OPERATIONS
Manage faculty/editorial remotely via IM

CONTENT & FEEDBACK SHARING
• Activity reviews – Attendee content ratings
• Bookmark & Share content with peers
• Submit comments, engage with peers

74

Learning Blog Mini Case

• Faculty-driven discussion topics
generated from Q&A discussion,
learning objectives and outcomes
measures
• Learners invited to ‘participate’ in
blog during telecon, on archive, on
reminders, through email
campaign (3 part, serial blast)
• Toolkit hosted on blog site to drive
traffic and discussion
• Program evaluations to be posted
for commentary
• Categorization of blog
commentary and responses for
assessment

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9/22/2011

Text Messaging Mini Case

• Live HCP education fibromyalgia (FM) was offered in 9
series programs: Women’s Health Annual Visit®,
Breakfast with the Professors®, and Innovations in
Gynecology®
• Patients were introduced to the text program through
their HCP (2,000+) or collaboration partners
• 487 patients self-enrolled
• 44,841 messages sent
• Broad geographic reach

On-going SoMe and Educational Pilots

Summary: Social Media Mind Map

Social Media
& Health Care

http://ebakerysocialmedia.com/wp-content/uploads/2010/07/mind-map.jpg

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9/22/2011

Why Should I Care
About Social Media?
SoMe in Lifelong Learning

How Can We Use SoMe
To Enhance Our Own Professional
Development?

Bucket 2 Case Studies

When you have questions, where
do you go for answers?

Personalized Learning Network?

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9/22/2011

How do you curate
your new knowledge?

Bookmarking v Social Bookmarking?

Twitter: a Social Learning Channel

#CMEchat – Wed 11AM ET
• Weekly discussion on fundamentals
of CME and education
• Open to all interested
• To date:
CMEAdvocate
– More than 200 participants
– More than 7,000 comments
• Archive available:
www.cmeadvocate.com

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9/22/2011

LinkedIn: a Social Learning Channel

Mendeley: a Social Learning Channel

Content Curation: RSS Feeds

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Content Curation: Google Alerts

Content Curation: Bookmarking

Social Bookmarking

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Alliance 2.0 Alliance Site

Brian S. McGowan, PhD
Chairperson,
Emerging Technologies Committee

Homepage I – Navigation

Homepage II – Widgets

4

2
3

1

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Homepage Navigation Tour

Social Media Signups

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Communities
Communities

Communities Navigation

Find & Join Groups…

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Use ‘My Forums’ To Ask Q’s

Use ‘My Forums’ to Answer Q’s

Participate: Listserv Archives

Participate: Other New Features

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Adopt ‘My Page’ w/i you PLN

Control the Outflow - I

Alliance 2.0 Summary

• Surf the new site
Alliance Site

• Use the Communities portal
– Join Communities

– Set up your profile (photo, bio, tags…)
– Find groups
– Participate

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9/22/2011

Why Should I Care
About Social Media?
A Summary

Why Should I Care About Social Media?
Healthcare Quality Improvement is Increasingly
Tied to the Movements of Personalized Medicine
& the Rapid-Learning Healthcare System

Personalized Medicine & the Rapid-Learning
Healthcare System WILL NOT SUCCEED w/o a
Social Learning Culture

Online Social Networking & Social Media are
Natural Extension of Social Learning Theory

Practitioners are Integrating Social Media into the
Activities of Daily Learning (ADLs)

Educators, Educate Thyself – Social Learning
and Social Media Are Vital CPD Channels

Questions and Comments

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9/22/2011

Additional Resources
Social Media and Networking
for Medical Meetings

Twitter Glossary
• TWEET: A 140-character message posted on Twitter
• @USERNAME: The @symbol establishes a reference to a user's
account (e.g., @asco, @CMEAdvocate, @spelletier).
• FOLLOWING: Accounts you have elected to view; their tweets appear
in your “feed”
• FOLLOWERS: Accounts that have opted to view your tweets
• DIRECT MESSAGE (DM): A tweet sent privately to a follower, used to
have a private conversation
• HASHTAG (#): The # symbol establishes a topic and allows accounts
that are not following one another to search for tweets related to a topic
(e.g., #ASCO10, #learning).
• LISTS: A relatively new feature that allows any user to create a list of
accounts that can be followed to simplify monitoring
• REPLY: A tweet sent in response to one account, but visible to all
followers, used to have a public conversation
• RETWEET (RT): The act of taking a tweet from someone you follow
and a sharing it with everyone who follows you
http://meetingsnet.com/social-media/0701-great-asco-tweetup/index2.html

Healthcare and Social Media Resources
• http://meetingsnet.com/social-media/
Social media's impact on medical meetings
• http://social-media-university-global.org/curriculum/twitter/
The ultimate resource for anyone or any organization looking to participate in or
learn more about social media
• http://ebennett.org/
A comprehensive list of hospitals and healthcare systems using social media;
also includes resources for social media policies
• http://bit.ly/9aYRjf
Includes one author's opinions of the steps in a physician's acceptance of
Twitter
• http://bit.ly/vYYrf
140 healthcare uses for Twitter — a phenomenal resource
• http://bit.ly/cHZIOG
A compilation and brief overview of social media sites used by healthcare
professionals
• http://bit.ly/4vpcn8
Short case studies addressing how oncologists use Twitter
• http://bit.ly/a3tTWd
How to keep social media policies short, simple, encouraging, educational, and
transparent


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9/22/2011

Pharmacists Influential On Social Media

Brent Fox, PharmD, PhD Leader in pharmacy informatics education and social
Auburn media
@Brent_Fox

Jerry Fahrni, PharmD
Early adopter of social media & mobile; now
Talyst representative from vendor side
@Jfahrni

Jeff Cain, PhD* Foremost expert on eprofessionalism in pharmacy;
U Kentucky social media leader *Jeff is not actually a pharmacist,
@DrJeffCain but is prominent in pharmacy education

Kevin Clauson, PharmD Created course on Web 2.0 in Healthcare; researches
Nova Southeastern University social media tools & mHealth
@kevinclauson

Pharmacist Social Media Resources
Pharmacist Social Networks:
PharmQD
http://www.pharmqd.com/

Pharmacist Society
http://pharmacistsociety.skipta.com/public/index.aspx

Other Resources
Web 2.0-mediated Blended Learning: Separating Fact from Fiction
[http://www.slideshare.net/kclauson/web-20mediated-blended-learning-
separating-fact-from-fiction

How Facebook and Twitter are Changing Healthcare
http://www.slideshare.net/kclauson/how-facebook-and-twitter-are-changing-
healthcare


Beyond the Big 5 SoMe Tools
Technology in Education (and Meetings)

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9/22/2011

Top 100 Learning Tools - 2010

Top 10

http://www.c4lpt.co.uk/recommended/top100-2010.html


Tools 11-20



Tools 21 - 30


39

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