Columbia University Medical Center Social Media for Health Care Professionals Conference

Lee Goldman, MD
Executive Vice President for Health and Biomedical Sciences and
Dean of the Faculties of Health Sciences and Medicine
Welcome

Doug Levy
Chief Communications Officer
Columbia University Medical Center
Introduction

4
Social media at CUMC by the numbers
• Followers of CUMC or CUMC faculty
Twitter accounts – 3,165,253
• Visitors to CUMC online newsroom from
Facebook, July 2013 – 1,503
• Monthly page views to one faculty blog –
33,000

5
It’s all about connections

Social Media & Health Carethese slides
bit.ly/sreehealthcare@ColumbiaMed | #CUMCsoc
SREE SREENIVASANNOW: Chief Digital Officer,
@Columbia
AUG 12, 2013: Chief Digital Officer, @MetMuseum
Twitter: @sreesree@sree.net | www.sree.net
Facebook.com/sreetips | Facebook.com/sreenet
Social Media Guide: bit.ly/sreesoc

Education
is one of many
professionsbeing
disrupted
right now.
You need to know:
Khan Academy,
Coursera,
EdX,
Udacity[This is
@salkhanacademy]

@Pontifex provides new reason
to follow him

Everyone wants to connect
Below: Ads in AP's Twitter feed; left:
AP news printed on restaurant
receipts

@sree * Facebook.com/sreetips * bit.ly/sreesoc * #sreetips
• Social
• Mobile
• Video
• Geolocation/local
Tech trends to keep an eye on:

• Find new ideas, trends, research
• Connect with patients and would-be
patients new, deeper ways
• Bring attention to health care
messages and campaigns
• Help create, craft and enhance
their brands
What Social Media Can Do for Doctors &
Health Care Professionals

@sree * facebook.com/sreetips * bit.ly/sreesoc * #sreetips
Social Media & Health Care
TwitterDoctors.net

Social Media & Health Care

Because of RTs by @jack & @nickkristof

Facebook.com/sreetips
Facebook.com/james.stavridis
Admiral James Stavridis, commander of
NATO’s operations in Libya

Social Media Trends
Prof. Sree Sreenivasan
Columbia Journalism School
sree@sree.net
Twitter: @sree
Facebook.com/sreetips

Social Media Keeps Going Global

Digital Skill SetSource:
CheckFacebook.com
Source: CheckFacebook.com

vincos.it for this map

Hey, Are You Listening?

@sree * facebook.com/sreetips * bit.ly/soctravel * #sreetips
Newish Tools I'm Using: Instagram

Newish Tools I'm Using: Tout

Newish Tools I'm Using: SoundCloud

Newish Tools I'm Using: RebelMouse

Pinterest: Fastest growing independent
social network * my take: bit.ly/sreepint

Not just
WHAT you
post, but
HOW you
post can
affect what
gets seen...

New World of Hiring

Who would you say yes to?

Further reading about social media &
healthcare
• How Floating Doctors is using social
media to drive awareness > link
• TwitterDoctors.net > link
• Doctors not doing much beyond
marketing > link
• Your suggestions here

Change Your Media Diet
• Mashable
• ReadWriteWeb
• LifeHacker
• BusinessInsider
o 10 Things You Need to Know
This Morning
• CNET News & SreeTips Social-
Media Blog: bit.ly/sreetips

Sustainable Social Media
• Use HootSuite or Tweetdeck to manage
various accounts
• NutshellMail to get your social media
alerts via email... also try Twilert
• BlissControl helps you keep up with
changes

@Sree's Social Media Success Formula
Your tweets,
Facebook
postings, etc,
should have
as many of
these
attributes
as possible...
helpful
useful
timely
informative
relevant
practical
actionable
generous
credible
brief
entertaining
fun
occasionally funny

Social Media & Health Carethese slides
bit.ly/sreemedsoc@ColumbiaMed | @ColumbiaDoctors
#CUMCsoc
SREE SREENIVASANNOW: Chief Digital Officer,
@Columbia
AUG 12, 2013: Chief Digital Officer, @MetMuseum
Twitter: @sreesree@sree.net |www.sree.net
Facebook.com/sreetips | Facebook.com/sreenet
Social Media Guide: bit.ly/sreesoc

Reputation Management
and Online Reviews
Tamar Schiller DDS, MBA
Social Media for Doctors
August 8, 2013

J Med Internet Res. 2011 Nov 16;13(4):e95. doi: 10.2196/jmir.1960.
Analysis of 4999 online physician ratings indicates that most patients give physicians a favorable rating.
Kadry B, Chu LF, Kadry B, Gammas D, Macario A.

88% of
American adults
search health
related questions
online
37%
consult
physician
rating sites
47% look
up
information
about their
provider
7% post
reviews
Keckley PH. Deloitte Center for Health Solutions. 2011. [2011-10-02]. webcite 2011 Survey of Health
Care Consumers in the United States: Key Findings, Strategic Implications
http://www.deloitte.com/assets/Dcom-UnitedStates/Local%20Assets/Documents/
US_CHS_2011ConsumerSurveyinUS_062111.pdf.

J Med Internet Res. 2012 Feb 24;14(1):e38. doi: 10.2196/jmir.2003.
A changing landscape of physician quality reporting: analysis of patients' online ratings of their physicians
over a 5-year period.
Gao GG, McCullough JS, Agarwal R, Jha AK.

What is rated?
J Med Internet Res. 2011 Nov 16;13(4):e95. doi: 10.2196/jmir.1960.
Analysis of 4999 online physician ratings indicates that most patients give physicians a favorable rating.
Kadry B, Chu LF, Kadry B, Gammas D, Macario A.
The patient EXPERIENCE not the quality of care

Correlation Between Ratings and Quality
Correlation between the value of the ratings and:
J Med Internet Res. 2012 Feb 24;14(1):e38. doi: 10.2196/jmir.2003.
A changing landscape of physician quality reporting: analysis of patients' online ratings of their physicians
over a 5-year period.
Gao GG, McCullough JS, Agarwal R, Jha AK.
Physician
experience
Board
certification
Education
Malpractice
claims
2/3 of reviews were favorable

Concerns & Limitations
• Appropriate care does not always result in favorable outcomes
• Sabotage & Manipulation
• Privacy issues & responses
• Conflict of interest (insurance companies involvement)
• Certain specialties tend to get rated more (OB/GYN)

Evolution of CMS Conducting Performance Reviews
Voluntary
Mandated
Tied to
reimbursement

CMS Launched ‘Physician Compare’ in 2011
Directory that will include patient experience data from
PQRS (Physician Quality Reporting System)

CAHPS
Consumer Assessment of Healthcare Providers and Systems
Purpose: Survey patients perception of care provided by physicians
- Comparable data for public reporting
- Create incentives to improve
- Increase accountability and transparency
Financial incentive Financial penalty
2015

What will be rated?
•  Getting appointments, care and information
when needed.Access to Care
•  How well the provider communicates with
patients.
Physician
Communication
•  Helpful, courteous, and respectful office staff.Office Staff
•  Promoting relevant health informationPatient Education
•  Patients’ global rating of the provider.Global Rating

Thank you!
Tamar Schiller DDS, MBA
tes61@columbia.edu

Building your practice
Protecting your reputation
Doug Levy JD
Chief Communications Officer
Columbia University Medical Center

88
Real patients share their stories

89

90

91
One patient’s vote may count a lot

92
Prevention costs less than treatment
• Best way to prevent negative online
reviews is to make sure every patient goes
home satisfied.
• Front desk staff have enormous impact.
• Last person to interact with patient has
disproportionate influence.

93
Don’t ignore complaints – online or off line
• Every staff member needs to listen for
complaints and follow established protocol
for service recovery.
• Monitor for online comments.
• Consult with CUMC Communications
before publicly responding.

94
Best practices to resolve an online complaint
• Investigate – What are the facts?
• Own it – Who is ultimately responsible?
• Address it
–  Personal contact if patient is known
–  Follow online site’s resolution process
–  Respond publicly only after exhausting all other
avenues

95
Step #1: Listen
Step #2: Act
infonet.ncogroup.com

Slide
96

Social
Media

Skep-cal
Scalpel

Columbia

August
8,
2013

Slide
98

Who
is
on
TwiAer?

Who
reads
blogs?

Who
writes
a
blog
of
their
own?

Slide
102

Monday,
April
23

Slide
105

Ann
Intern
Med.
2013
Apr
16;158(8):620-‐7

Slide
108

Anatomy
of
a
tweet

It’s
A
Conversa;on:

Social
Media
for
Health
Care
Professionals

Columbia
University
Medical
Center

August
8,
2013

Ivan
Oransky,
MD

MedPage
Today

Retrac/on
Watch

@ivanoransky

Case
Study:
hESCs
in
Cell

“It does however have several examples of image
reuse which might be of interest to PubPeer
members and readers.”
hESCs
in
Cell

hESCs
in
Cell

A number of comments about these errors in
articles and blogs have drawn connections to the
speed of the peer review process for this paper.
Given the broad interest, importance, anticipated
scrutiny of the claims of the paper and the
preeminence of the reviewers, we have no reason
to doubt the thoroughness or rigor of the review
process.

hESCs
in
Cell

The comparatively rapid turnaround for this paper
can be attributed to the fact that the reviewers
graciously agreed to prioritize attention to reviewing
this paper in a timely way. It is a misrepresentation
to equate slow peer review with thoroughness or
rigor or to use timely peer review as a justification
for sloppiness in manuscript preparation.

Blogs
Get
Aggressive

http://md-anderson-cc.blogspot.com

Blogs
Get
Aggressive

http://www.science-fraud.org/

Not
Everyone
Thinks
This
Is
Good

“The practice could stimulate witch-hunting and
pillorying. There is a danger that research-integrity
committees could succumb to moralistic drift and
confuse errors with misdeeds, underestimating
context and a scientist's professional record.
Stigmatized researchers might be tempted to exact
revenge on their colleagues.”

Journals
are
Listening

Who
are
Today’s
Media,
Really?

MEDPAGE TODAY
► Putting Breaking Medical News Into Practice
► Strong Reach in Key Specialty Areas: Over 270,000 Active Health Care
Professionals
► Credible peer reviewed content by Perelman School of Medicine (Penn)
► Exclusive Partnerships:

Columbia University Medical Center Social Media for Health Care Professionals Conference

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