e-Patient Dave IHS Best Practices Sacramento May 2016
ASMBSNY05052016-slideshare
1. Influencing Public Perception of
Obesity Treatment Through Social
Media
Neil Floch MD, FACS
Director of Bariatric Surgery
Norwalk Hospital
Western Connecticut Health Care System
Associate Professor University Vermont School of Medicine
Associate Professor Quinnapiac University School of medicine
Fairfield County Bariatrics and Surgical Specialists P.C
2. Disclosures
• In past paid consultant for:
• Ethicon
• Biomed/Allergan/Apollo
• US Surgical/Tyco/Covidien/Medtronic?
• All Tweets are my own
• I have never purchased Twitter followers
• I own 100 shares of Twitter stock
3. The Moon is White
• But…
• Sometimes it is red
• Think Different
4.
5.
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9. Obesity is a Global Problem
• 35.7% American adults obese (1)
• 17% American children obese (1)
• 17% Chinese children obese (2)
• 13% Human adults are obese (3)
1. CDC Website 2. Zhang et al..Trends in overweight and obesity among rural children and adolescents from 1985 to 2014 in
Shandong, China. Eur J Prev Cardiol. 2016 Apr 26. pii: 2047487316643830. [Epub ahead of print] 3.WHO Website
16. • For the past 3 decades from the
• Swedish Obesity Trial in 2007
• Stampede 2016
• The evidence is supportive and abundant for
bariatric and metabolic surgery treatment for:
• Obesity
• Associated medical problems
17.
18. • Bariatric Surgeons are only treating 1% of the
population that would benefit from surgery
• We must go from 1% to 2% before we can
reach 100%
24. We must overcome the barriers to
surgery
• Fear of surgery
• Fear of loss of eating certain foods
• Lack of access to care
• Stigma of obesity and weight loss surgery
• Change the diet & exercise dogma
25. Best Social Media Is Face To Face
Limited by how many people we can see, talk
to and influence
40. Social Media Can Influence Peoples’
Thinking
• If industry can use social media….
• If Trump and Clinton can use social media…
• If armies can be raised and terrorism can
become rampant…
• Then why can’t physicians use social media to
influence benificial change?
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44.
45. What?
• Must discuss the whole topic, not just bariatric
surgery!
• Causes of obesity
• Childhood obesity
• Why diet and exercise do not work
• Diabetes
• Bariatric surgery, obesity surgery, weight loss
surgery and metabolic surgery
• Weight loss procedures
46. Bariatric surgery alone is a HARD SELL!
• Present all medical evidence professionally
• Explain results of diet and exercise
• Lead reader to their own obvious conclusion
• WLS resolves obesity and diabetes best
• Safe and effective
• Life will be better
47. Make it interesting and engaging
• Good pictures are better than writing
• Pictures of attractive people or objects
• Be professional as in your office
• Patient’s consent
• Follow HIPAA
49. Anatomy of a Tweet
• Y
• Emotion inducing
phrase
50. Anatomy of a Tweet
• Y
• Emotion inducing
phrase
• A good picture
51. Anatomy of a Tweet
• Y
• Emotion inducing
phrase
• A good picture
• Attach a strong article
52. Anatomy of a Tweet
• Y
• Emotion inducing
phrase
• A good picture
• Attach a strong article
• Call out influential
people
53. Anatomy of a Tweet
• Y
• Emotion inducing
phrase
• A good picture
• Attach a strong article
• Call out influential
people
• #Hashtag strong word
54. Anatomy of a Tweet
• Y
• Emotion inducing
phrase
• A good picture
• Attach a strong article
• Call out influential
people
• #Hashtag strong words
• Get to the facts first!
The causes of obesity seem obvious to most people …but what is not clear is that there are many other contributers to this obesity epidemic such aspollutants, epigentics and the microbiome
soda use has decreased but …obesity is still increasing, so it cannot have a simple explaination
Diabetes is now a worldwide epidemic and has nearly doubled in the past 24 years
The idea that obesity is soley a self generated disease …is being disproved as we find other causes. This belief is full of stigma, blame and it is simply WRONG
Dogma is a belief accepted without being questioned. It is time to question and we must do the questioning of other invalid treatments for obesity
The belief that if we eat healthy we will be lean, and if we eat unhealthy, we will be obese ….is too simplistic
The belief that if we eat healthy we will be lean, and if we eat unhealthy, we will be obese ….is too simplistic
It is not this simple
The medical evidence to support bariatric surgery for the treatment of obesity, diabetes and medical problems has been produced at a high standard. and strongly supportive,
The abundance of medical publications on the topic has increased from 250 a year to over 2000 per year in a decade
Bariatric Surgeons are only treating 1% of the population that would benefit from surgery
We must go from 1% to 2% before we can reach 100%
In the words of Michel Gagner…metabolic and bariatric surgery should performed as a mass treatment for those who are afflicted
The world is listening and when we tell them that bariatric surgery works for the morbidly obese, they respond as seen in this tweet emphasizes that 5-10% of the world population may be candidates for bariatric surgery obtained 12,770 impressions
The world is listening and when we tell them that bariatric surgery works for the morbidly obese, they respond as seen in this tweet emphasizes that 5-10% of the world population may be candidates for bariatric surgery obtained 12,770 impressions
We can get a little philisophical “if a tree falls in the woods and no one hears it did it really fall….does anyone care. If we spend our energy and resources researching and writing, is anyone listening, understanding and learning the medical evidence?
We must change our strategy
We must overcome the barriers to surgery such as fear of dying, loss of food, no access to care, stigma and the diet and exercise failures
The best social media is talking to someone face to face. But how many people can you talk to in a day, in a year? Can you speak to people in London in the morning and Texas in the afternoon and California at night? Unfortunately No
How do we compete with Dr. Oz? Medical evidence does not matter when the masses are interested and given hope of a magic pill
A mix of accurate and innacurate medical information is most dangerous as it validates the innacurate information
Once upon a time, I was anti-social media, I woul not join FaceBook, I though it was a complete waste of time
…but increasing patients were talking on social media about surgery and doctors. These patients were talking in a mothers group and asking around about who they should have their galbladder removed by…The patient showed me the discussionon FaceBook
Clearly I had felt that I had missed the “social media” boat… fortunately it was not too late
One night on trauma call I finally responded to the 100th request to get me to join linkedin, I said I would go all in and get as many followers as possible.
I ammassed several thousand but was cut off from connecting with more people by the company. It was clearly not a good connection vechicle.
I was invited as a consultant to the 2013 Allergan Summit in NYC where Gregg Matthews presented on Twitter and healthcare social media. Most docs were disinterested or confused but this was my aha!!!! Moment. I was going to use Twitter as a vechicle to spread the message of the benefits of bariatric surgery
Just as Steve Martin explained how to make a million dollars you must first….get a million dollars……In order to be relevat on Twitter you need to have followers. Noone will listen unless you have an audience
I presented my experiment with three websites when I started with Twitter, the practice site, the athlete celebrity angle and the doctor himself site. Clearly what people wanted to hear was from the doctor himself. In January 2015 I had 8,500 practice, football 7,400 and my personal site had 29,300
The doctor site was clearly most successful and easiest to gain followers
It is clear that the patient wants to hear from the doctor and not from an impersonal business or practice. This tweet had 6,524 impressions and 179 engagements.
I want to demonstrate the anatomy of a tweet
You only have 140 characters so the phrase must instill emotion or shock
The picture better be attractive or tell a story
The tweet will gain more attention if you alert influencial people that you would expect would retweet or like the tweet
Hashtags help to categorize a topic that could be reffered to by later searching the word with a hashtag in front
You want to be the first to find news as it is happening because the power of twitter is that it is most timely with news and information
The power of Twitter as a social media tool is the ability to retweet, spreading a message and creating a viral tweet
Tim Mauri created this viral video explaning energy metaboolism and obesity which has received over 23,000 impressions and 2,008 engagements by my one tweet alone.
Twitter polls are a great way to get a snapshot on a topic opinion. Some of the results are very interesting about the perception of diet exercise and the publics views on surgery. Polls can test public beliefs or response to our efforts to educate.
I Look like a surgeon was a female surgeon initiated movement to celebrate the diversity of woman as surgeons and show that surgeons come in all sizes, shapes and colors
There is extensive information that is easily found on Twitter that is uptodate such as this search which yielded information about the increases in searches for bariatric surgery , especially gastric sleeve
My analysis yields a broad connection of retweets across all groups as mentioned with near equal representation
Twitter analyszes your total tweets, impressions, best tweet as well as engagement rate
Although obesity week 2015 had over 30 million impressions, we have a long way to go as meetings such as health information IT have at least 40x more impressions and participation