A highlight of the consumers' strong relationship with social media and the existence of social media in healthcare communications; especially with the growing presence and engagement of patients and physicians on the different social media channels including Twitter.

1. Patients, Physicians
and Social Media

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Social Media – Our relationship is only getting stronger
Social Media is becoming ever more Mainstream and ever more Ubiquitous – driven by events,
technological advancements and basic human desire to express, connect and share
Facebook Signs Deals With Media Companies, Celebrities
for Facebook Live
I've said before that I see video as a mega
trend on the same order as mobile, that's why
we're going to keep putting video first and
making it easier for people to capture and share
video in new ways.
Mark Zuckerberg during Facebook's fourth-quarter
earnings call
“ ”

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We have many online personas, ‘patient’ being an important one from
healthcare perspective…
sources:
1. Pew Internet Research 2013
2. PWC Social Media Consumer Survey 2012
”
of US adults use the
Internet to look up
health information1
of social media users
are most likely to trust
posts by doctors over
any other group2
”
The availability of health
information combined with
social media channels has
created a new generation of
patients. We call them e-
patients. They are
empowered. They have a
voice in their own care that
they never had before.
–Dr. Pho, founder of the website
KevinMD
The Internet is the place
where patients go for the
pre-visit consultation. And
love it or hate it,
physicians must figure
out how to participate
in the online
conversation because its
use will only continue to
grow.
-Mark Britton, founder of the
online rating site Avvo
Over
72%
Over
60%

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…As is that of physicians’…
”of physicians ages 26 – 55 and 65%
of physicians ages 56 – 75 are using
social media 1
of physicians reported using some
form of social media for professional
purposes whereas 87% reported
using it for personal purposes 2
physicians go online during patient
consultations, the most popular
content they consume includes drug
reference databases, online
journals, disease associations,
and patient support groups 3
”
Posting links to news articles,
journal articles, online
resources, and academic
meeting proceedings or
abstracts is an extremely
easy way to keep track of
content that interests you.
Added bonus – it is also
extremely easy to share
with others who may also be
interested.
–Dr. Stiegler, a physician, author,
and speaker
So why would you want to be
involved with social
media? because that’s
where your patients/
colleagues/ researchers/
journals/ information/
organizations/ conferences
are!
–Dr. Hausmann, a pediatric and
adult Rheumatologist, Boston
Children's Hospital
87%
67%
sources:
1. CDW 2014
2. Quantia Research 2011
3. The Doctor's Tech Toolbox 2014
More than
2 in 5

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Be aware, there is an implicit 1-9-90 rule for content creation, curation
and consumption
sources:
1. Study by the Journal of Medical Research 2012
Trend in Social Media Engagement of physicians used social
media on a weekly basis to
scan or explore medical
information 1
61%
”most major journals and news sources are on
social media, and with a simple click of the
“follow” button, you can stay in the loop
with much less effort.
–Dr. Stiegler, a physician, author, and speaker
This capacity to share and create exposes us
for who we are and what we believe in. Being
here is an act of intimacy. Participation is
something that many of us just aren’t
prepared for.
–Dr. Hausmann, a pediatric and adult Rheumatologist,
Boston Children's Hospital
6 43 70
FOLLOWERS
10.4K 76 598 583
FOLLOWERS
33.8M
Few Create content
Much more react by
sharing/ commenting
But majority only follow and
consume content without further
online interaction

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Twitter’s healthcare hashtag ontology has significantly facilitated online
physician collaboration by providing opportunities to share and learn
”
The healthcare hashtag project was developed
• To make Twitter more accessible for providers and healthcare community.
• To offer a platform for patients and providers that connects them to relevant
conversations/ communities
The Disease Tag Ontology emerged
• To develop and organize professional-centered hashtags to promote
collaboration in the specific disease community
• Example: Oncology Tag Ontology (OTO) developed by Dr. Matthew Katz to
improve cancer care
”
When you put the request out, you
can reach tens of thousands of
people very quickly… I like
Twitter because it allows for
quick responses and easy
access to a wide range of
medical experts.
-Dr. Bennett, the infectious disease
and immunology medical director
for Connecticut Children's Medical
Center
Twitter chats are a great way to
create ‘virtual support groups’
and these often breed
communities of patients with
similar medical problems… this
works well for improving
compliance.
-Dr. Campbell, Cardiologist and
Medical Expert for WNCN
”
Health care professionals
should have their own tags to
connect … professionals deserve
empowerment and support.
–Dr. Katz, Medical Director of
Radiation Oncology at Lowell
General Hospital
#FOAMed
#HealthCosts
#ASCO
#HITsm
#LCSM
#patient
#Diabetes
#USCAP
#mHealth
#Lymphoma
#patientengagement
#physician

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Those that use social media actively, profess its benefits of peer-to-peer
learning and networking
sources:
1. Study by the Journal of Medical Research 2012
2. CDW 2014
Medical education, self-improvement,
staying current with literature:
58% of physicians perceived social media to be
beneficial, engaging, and a good way to get current,
high-quality information 1
It can provide accurate information from evidence-
based research. I can provide a summary of an article in
terms that parents can understand instead of them just
reading information from the latest celebrity.
-Participating Physician in ‘Social Media Use by Physicians’
Qualitative Study
”
Networking, Peer to Peer learning, knowledge
sharing, finding collaborators:
60% of physicians say their most popular activity on social
media is following what colleagues are sharing and
discussing 2
As soon as the new blood pressure guidelines
came out, people started tweeting about them. I
know about it ‘cause I’m following people
who pay attention to that on twitter. It’s a good
way to keep up with what thought leaders
are talking about.
-Participating Physician in ‘Social Media Use by
Physicians’ Qualitative Study
”
On why should doctors use social media… For one thing, a successful academic career does
depend upon people recognizing your work and your name
–Dr. Stiegler, M.D. a physician, author, and speaker
It doesn’t cost much in terms of money… and
it can lead to other opportunities (for the
provider). It can lead to more media
outreach, speaking engagements,
opportunities to teach, promotion for your
practice, i.e., ‘free’ publicity.
-Participating Physician in ‘Social Media Use by
Physicians’ Qualitative Study
Drivers for Physicians to go Social

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However, lack of clear guidelines is holding physicians back from active
participation
Fear of saying the wrong
thing online, fear of
negative feedback and
providing misinformation
Fear and a lack of knowledge provokes
immediate rejection of a novel concept or
practice among the “old guard” physician. In
addition, many physicians suggest that the
patients that are reached are only the younger,
more tech savvy types.
-Dr. Campbell, Cardiologist and Medical Expert for
WNCN
”
Barriers for Physicians to go Social
Senior physicians are right about the
hazards of online diagnosis, and right to
worry about the potential harm that can be
associated with the disproportional
amplification of voice the internet can offer.
-David Shaywitz, Forbes Contributor
sources:
1. Quantia Research 2011
Time/work requirements
and needing constant
update:
40% of physicians think that lack of time
holds them back from interacting with
patients online 1
Time is a biggie. And training to some
extent, although I think that most people
these days get how to use social media.
-Participating Physician in ‘Social Media Use by
Physicians’ Qualitative Study
”
I already spend ten hours a day on patient
care, then to come home and do online
consulting, too?
-Participating Physician in Quantia Research
Burden of communication
Another barrier is knowing how to write.
People go to college to learn how to do
this. Most doctors don’t know how to do
this.
-Participating Physician in ‘Social Media Use
by Physicians’ Qualitative Study
”
lack of privacy, legal risks,
fear of breaching patient
privacy
What if a member of the practice staff
accidently reveals a patient’s protected
health information on an online forum?
What if a patient posts an urgent clinical
question or their own private medical
details on a practice’s Facebook page?
–Massachusetts Medical Society Physicians
Guide to Social Media, 2015
”
Over 70% of physicians think that
concerns about liability and patient
privacy hold them back from interacting
with patients online 1
1 2 3 4

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Contact
9
Anil Bhaskar
Co-Founder, Managing Partner
Ph.: 908 751 4121 ext. 111
anil@asentechllc.com
Swati Bhaskar
Co-Founder, Managing Partner
Ph.: 908 751 4121 ext. 113
swati@asentechllc.com
Jacob Williams
Principal, Software Services
Ph.: 908 751 4121 ext. 163
jacob@asentechllc.com
Rajesh Parekar
Principal, Technology Solutions
Ph.: 908 751 4121 ext. 189
rajeshp@asentechllc.com