1. Social Media in Healthcare 2012
Michael B. Moore, MPAS DFAAPA OMS-IV
Student Blogger, The Lancet Student
Pacific Northwest University of Health Sciences

2. Social Media in Healthcare 2012
• Brief Overview
– What is Web 2.0 & Social Media?
– Geography/Demographics/Sociology of Social Media
– Key Examples
• Landscape 2012 [Including Healthcare Use]
• Demographics 2012 [Including Healthcare Use]
• Sociology 2012 [Including Healthcare Use]
• Key Examples
– Current Uses
– Future Uses

3. What is Web 2.0 & Social Media?
• Web 2.0 • Social Media
Web 2.0 is a concept that Social media includes web-
uses the Internet based and mobile based
for information sharing, technologies which are used
interoperability, user- to turn communication into
centered design, interactive dialogue among
and collaboration. organizations, communities,
(User Generated Content) and individuals. (How User
Generated Content
--Tim O'Reilly and John Battelle, 2004
http://oreilly.com/pub/a/web2/archive/what-is-web- Happens)
20.html --Andreas Kaplan and Michael Haenlein, 2010
http://www.michaelhaenlein.eu/Publications/Kaplan,%2
0Andreas%20-
%20Users%20of%20the%20world,%20unite.pdf

4. http://oreilly.com/pub/a/web2/archive/what-is-web-20.html

5. •Healthcare has uses in
all of these areas.
•Best to think along
these functions.
•Evaluate a new
technology or website
by putting it in a
framework.

6. Social Media
Demographics 2012
• One in five American adults
does not use the internet, half
of these do not see value
•Six in ten American adults go
online wirelessly with a
mobile device
http://pewinternet.org/Reports/2012/Digital-
differences/Main-Report/Internet-adoption-over-time.aspx
http://pewinternet.org/Commentary/2012/March/P
ew-Internet-Social-Networking-full-detail.aspx

7. Social Media Demographics 2012 [Healthcare]
• 80% of internet users, or 59% of U.S. adults, look online for
health information.
• 34% of internet users, or 25% of U.S. adults, have read
someone else’s experience about health issues.
• 24% of internet users, or 18% of US adults, have consulted
online reviews of particular drugs or medical treatments.
• 18% of internet users, or 13% of adults, have gone online to
find others who might have health concerns similar to
theirs.
• Emerging: 27% of internet users, or 20% of adults, have
tracked their weight, diet, exercise routine or some other
health indicators or symptoms online.
http://www.pewinternet.org/Commentary/2011/November/Pew-Internet-Health.aspx

8. Global Internet Usage (ITU 2010 Data)
•Assumptions for Growth? (Mobile)
•Assumptions for Utilization? (Same Levels of Social Media Use)
http://www.itu.int/ITU-D/ict/statistics/material/excel/2010/IndividualsUsingInternet_00-10.xls

9. Sociology 2012 [Including Healthcare Use]
• Providers/Care Givers
– Public (tw/fb) vs. Private (Doximity/Sermo)
• Patients/Care Receivers
– Public (Patientslikeme, 23andme) vs. Private
(tw/fb)
• Payers (Insurance/Government)
– Public (Information Distribution) vs. Private (Data
Sharing, Secured Networks)

10. Sociology 2012 [Including Healthcare Use]
Trends:
• Blurring between
Public/Private
• Integration and Sharing Patient
between Groups (Potential
for Collaboration)
• Care Extension
• Information Collection as
well as Distribution
• Diffusion to Mobile Provider Payer
Platforms
• Location Based Services

11. Conclusions
• Diffusion of Social Media into health care
continues
• Adoption of Internet & Social Media is
levelling off
• Key Marginal Groups remain
• Knowledge Translation of Social Media
Adoption into LMIC/China
• Who owns the intersection between
Patients/Providers/Payers?