The “Meaningful Use” of Social Media by Physicians 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
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The “Meaningful Use” of Social Media by Physicians
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The “Meaningful Use” of Social Media by Physicians
Brian S. McGowan, Ph.D.Senior Director, Oncology;
Medical Education Group, Pfizer IncChair, Committee on Emerging Technologies in Education
Alliance for Continuing Medical Education
Consult Columnist, Social Media ConnectionsMedical Meetings, A MeetingsNet Magazine
Robert S. Miller, MD, FACPClinical AssociateSidney Kimmel Comprehensive Cancer Center at Johns HopkinsOncology Medical Information OfficerJohns Hopkins University School of Medicine
Bryan Vartabedian, MD, FAAPAssistant Professor of Pediatrics Baylor College of Medicine
Molly Wasko, PhDAssociate Professor and ChairUniversity of Alabama at Birmingham School of Business
Social media is defined as internet-based applications which allow for the creation and
exchange of user-generated content and includes services such as social networking,
professional online communities, wikis, blogs, and microblogging.
Defining ‘Meaningful Use’Hypothesis:There are 3 ways that HCPs ‘use’ social media:
1. To treat – engaging directly w/ patients about care2. To teach – providing timely & credible education3. To learn – sharing of medical information/knowledge
TO
TREAT TO
TEACH TO
LEARN
Bucket 1 Bucket 2 Bucket 3
Defining ‘Meaningful Use’
TO
TREAT
TO
TEACH
TO
LEARN
Bucket 1
Bucket 2
Bucket 3
Care
Info
Info
Defining ‘Sharing Medical Information’
• Sharing medical knowledge is defined as the exchange of information, advice, ideas, reports and scientific discoveries with other physicians in the medical community.
To
Learn
Bucket 3
Defining ‘Meaningful Use’
• What applications are used most commonly?• How?
– To lead/contribute– To follow/participate– To lurk and learn
• When?– Daily, weekly…
The “Meaningful Use” of Social Media by Physicians
• Explore non-traditional data dissemination plans
• A call to Larry…
The “Meaningful Use” of Social Media by Physicians
What Did We Find?
A collaborative study
Adoption and Use of Social Media by Physicians to Share Medical Information
Purpose
Study Objectives:1. Study the adoption and use of the most commonly used ICT applications
to share medical knowledge with other physicians2. Compare the number of users who self report that they “Will Never Use”
these ICTs with the number of users that are “Current Users”3. Examine whether there are important differences between two physician
practices: oncologists and primary care physicians (PCPs).
Overall Study Purpose: To examine the attitudes , adoption and use of social media by physicians to share medical information Overall Study Purpose: To examine the attitudes , adoption and use of social media by physicians to share medical information
Methods/Framework
Planning:• Conducted a review of previously published literature• Received input from advisory board of physicians with social media
expertise • Received approval from the Western Institutional Review Board[1]
• Utilized the Technology Acceptance Model [2] (TAM) theoretical framework as a model
Survey distribution• Survey distributed via email to a random sample of practicing
oncologists and primary care physicians in the United States. • Survey data was collected during March of 2011 from a total of 186
U.S. oncologists and 299 U.S. primary care physicians (response rate ~ 30%)[1] Administrative Letter-Waiver of Documentation of Consent: Physician Survey #8702685.0 Protocol(-2-04-2011)
[2] Davis, F.D. (1989), “Perceived usefulness, perceived ease of use, and user acceptance of information technology”, MIS Quarterly 13(3): 319-340.
Study conducted between November 2010 and March 2011Study conducted between November 2010 and March 2011
Technology Acceptance Model (TAM)
External factors
External factors
Perceived UsefulnessPerceived Usefulness
Perceived Ease of UsePerceived
Ease of Use
AttitudeAttitudeBehavioral
Intention to use
Behavioral Intention to
use
Technology Use
Technology Use
Davis, F. D. (1989), "Perceived usefulness, perceived ease of use, and user acceptance of information technology", MIS Quarterly 13(3): 319–340
Study Definitions
Social media is defined as internet-based applications which allow for the creation and exchange of user-generated content and includes services such as social networking, professional online communities, wikis, blogs, and microblogging.
Social media is defined as internet-based applications which allow for the creation and exchange of user-generated content and includes services such as social networking, professional online communities, wikis, blogs, and microblogging.
Sharing medical knowledge refers to the exchange of information, advice, ideas, reports and scientific discoveries with other physicians in the medical community.
Sharing medical knowledge refers to the exchange of information, advice, ideas, reports and scientific discoveries with other physicians in the medical community.
Years since graduation from medical schoolMean/St. dev. 24 years/10 24 years/9
Percent Male 75% 72%
Patients seen per weekMean/St.dev. 100 patients/56 124 patients/73
Practice Location UrbanSuburban
Rural
47%44%9%
23%60%17%
Practice Setting Solo Practice Group Practice Medical School
Non-Government Hospital
12%68%9%5%
34%60%1%3%
Major professional activity Direct patient care 97% 98%
Sharing Medical Knowledge
1=Not Aware 2= Will Never Use 3=Unlikely to Use within 3 Months 4=Not Sure 5= Likely to Use within 3 Months 6=Very Likely to Use within 3 Months 7=Current User
Email6.3
Podcasts3.9
Restricted Online Community (ie. SERMO)
5.6Facebook
3.8
Cell Phone Apps5.0
Blogs3.7
Texting4.9
LinkedIn3.4
Wikis4.4
Twitter3.3
iTunes4.3
RSS Feeds3.2
YouTube 4.1
How likely are you to use these social media applications to share medical knowledge with other physicians?How likely are you to use these social media applications to share medical knowledge with other physicians?
Sharing Medical Knowledge
Sharing Medical KnowledgeEveryone has
heard of Email
Sharing Medical Knowledge
High Unawareness
of LinkedIn and RSS feeds
Sharing Medical Knowledge
Never Use: TwitterFacebook
Adopters versus Adamant Non-Adopters% of Physicians
Media Usage by Years Since Med School
Age doesn’t matter when it comes to the more “social” applications!
Years since Med School N
1-9 1510-19 16120-29 16530-39 122
40 or more 23
Significant correlation1=Not Aware 2= Will Never Use 3=Unlikely to Use within 3 Months 4=Not Sure 5= Likely to Use within 3 Months 6=Very Likely to Use within 3 Months 7=Current User
Mean; Scale: 1-7
Media Usage by Size of PracticeThe size of the practice does matter when it comes to the more “social” applications!
Practice Size N0-49 21
50-99 149100-149 224150-199 49Over 200 43
Significant correlation1=Not Aware 2= Will Never Use 3=Unlikely to Use within 3 Months 4=Not Sure 5= Likely to Use within 3 Months 6=Very Likely to Use within 3 Months 7=Current User
Mean; Scale: 1-7
Media Usage by Gender
Gender not all that important
Gender NMale 356
Female 130
Significant correlation1=Not Aware 2= Will Never Use 3=Unlikely to Use within 3 Months 4=Not Sure 5= Likely to Use within 3 Months 6=Very Likely to Use within 3 Months 7=Current User
Mean; Scale: 1-7
Professional vs Personal Intentions to Adopt
1=Not Aware 2= Will Never Use 3=Unlikely to Use within 3 Months 4=Not Sure 5= Likely to Use within 3 Months 6=Very Likely to Use within 3 Months 7=Current User
Mean; Scale: 1-7
Significant mean difference
Intentions for Personal Usage higher: Physicians more likely to associate personal value with these applications
Users Only: Frequency of Prof vs Pers Use1=Rarely 2=Monthly 3=Once a week
4=3 times a week 5=Daily 6=Many times a day1=Rarely 2=Monthly 3=Once a week
4=3 times a week 5=Daily 6=Many times a day
Oncology versus Primary Care
Sharing Medical Knowledge: ONC vs PCPHow likely are you to use these social media applications to share medical knowledge with other physicians?How likely are you to use these social media applications to share medical knowledge with other physicians?
Significant mean difference1=Not Aware 2= Will Never Use 3=Unlikely to Use within 3 Months 4=Not Sure 5= Likely to Use within 3 Months 6=Very Likely to Use within 3 Months 7=Current User
Mean; Scale: 1-7
Adamant Non Adopters: ONCs vs PCPs% of Physicians
Oncologists more skeptical overall than PCPS
Current Users: ONCs vs PCPs% of Physicians
More oncologists are current users of more “traditional” applications and podcasting
Current Users: ONCs vs PCPs% of Physicians
More Primary Care Physicians are current users of more “social” applications
Current Users: ONCs vs PCPs% of Physicians
Twitter adoption rates not much lower than national averages
The “Meaningful Use” of Social Media by Physicians
Where Do We Go From Here?
Dr.’s Experience as Early Adopter
Robert S. Miller, MD, FACPClinical AssociateSidney Kimmel Comprehensive Cancer Center at Johns HopkinsOncology Medical Information OfficerJohns Hopkins University School of Medicine
Bryan Vartabedian, MD, FAAPAssistant Professor of Pediatrics Baylor College of Medicine