A presentation on some of the issues that are born from the intersection of healthcare and social media.

1. 1

2. Social Media and Healthcare
Ready or Not Here it Comes
Joel Topf, MD
Assistant Clinical Professor Oakland University
William Beaumont School of Medicine
2

3. Social Media and Healthcare
Ready or Not Here it Comes
Joel Topf, MD
Assistant Clinical Professor Oakland University
William Beaumont School of Medicine
PBFluids.com
@kidney_boy
https://www.facebook.com/StClairSpecialty
http://bit.ly/SJHMCsmhc
#SJHMCsmhc
2

4. Social media are web and mobile
based technologies which support
user generated content, engagement,
and collaboration among individuals,
companies and organizations.
http://en.wikipedia.org/wiki/Social_media
3

5. Web 1.0
4

6. Web 1.0
a few content creators a whole bunch of consumers
4

7. Web 1.0
a few content creators a whole bunch of consumers
4

8. Web 1.0
a few content creators a whole bunch of consumers
4

9. Web 1.0
a few content creators a whole bunch of consumers
5

10. 6

11. 6

12. Web 1.0
a few content creators a whole bunch of consumers
7

13. Web 1.0
a few content creators a whole bunch of consumers
7

14. Web 1.0
a few content creators a whole bunch of consumers
Getting everyone online
7

15. Web 2.0
8

16. Web 2.0
a few professional Consumers that comment, edit, tag, share,
content creators retweet, forward and like content.
8

17. Web 2.0
a few professional Consumers that comment, edit, tag, share,
content creators retweet, forward and like content.
8

18. Web 2.0
a few professional Consumers that comment, edit, tag, share,
content creators retweet, forward and like content.
8

19. 9

20. nth
1 ed its/mo h
itors with > edits/mont
~6, 000 ed rs with > 5
dito
~ 2,000 e
9

21. nth
1 ed its/mo h
itors with > edits/mont
~6, 000 ed rs with > 5
dito
~ 2,000 e
9

22. nth
1 ed its/mo h
itors with > edits/mont
~6, 000 ed rs with > 5
dito
~ 2,000 e
9

23. How does Web 2.0 change healthcare
10

24. February 11, 2011: FDA approves Makena by KV
Pharmaceutical
Makena is 17-hydroxyprogesterone
caproate (17OHPC) for the prevention
of premature birth in women with a
single fetus of less than 37 weeks
gestation who had at least one previous
preterm birth.
11

25. Generic colchicine to FDA approved Colcrys
12

26. 17-OHPC had been used off-label for
years at roughly $15 per dose.
13

27. KV Pharmaceutical chose to
charge $1,500 per dose
13

28. 14

29. 14

30. 15

31. Why a Facebook page? Let's
harness the power of social
media. Maybe if we stand
together and make a
statement that this self-serving
greed is exploiting families in
their darkest moments,
perhaps someone will notice.
Perhaps someone will care.
Christine Hess O'Connell
15

32. Why a Facebook page? Let's
harness the power of social
media. Maybe if we stand
together and make a
statement that this self-serving
greed is exploiting families in
their darkest moments,
perhaps someone will notice.
Perhaps someone will care.
Christine Hess O'Connell
15

33. Why a Facebook page? Let's
harness the power of social
media. Maybe if we stand
together and make a
statement that this self-serving
greed is exploiting families in
their darkest moments,
perhaps someone will notice.
Perhaps someone will care.
Christine Hess O'Connell
15

34. Why a Facebook page? Let's
harness the power of social
media. Maybe if we stand
together and make a
statement that this self-serving
greed is exploiting families in
their darkest moments,
perhaps someone will notice.
Perhaps someone will care.
Christine Hess O'Connell
founder of Shame on you KV Pharmaceutical and CEO Gregg Divis
15

35. 16

36. FDA Approval
Feb
16

37. Feb Mar
16

38. March of Dimes withdraws support
Feb Mar
16

39. FDA states no regulatory action for
compounding
Feb Mar Apr
16

40. Price reduced $690/dose
Feb Mar Apr May
16

41. Price reduced $690/dose
Feb Mar Apr May Jun Jul Aug Sep
16

42. Stock at $0.86 from $12
at the time of approval
Feb Mar Apr May Jun Jul Aug Sep Oct
16

43. KV Pharma sued by investors
Feb Mar Apr May Jun Jul Aug Sep Oct Nov
16

44. KV Pharma sued by investors
Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Jan Feb Mar Apr May Jun Jul
16

45. KV Pharma seeks
bankruptcy protection
Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Jan Feb Mar Apr May Jun Jul Aug
16

46. 17

47. http://www.webicina.com/blog/?postID=243
18

48. 19

49. 20

50. Users (millions)
0
200
400
600
800
1,000
12
/2
004
4/
20
0 7
1/
20
0 9
9/
20
0 9
Facebook Users
12
/2
010
3/
20
1 2
21

51. Patient friend requests
Patient privacy
Patient community
22

52. 23

53. I log on to Facebook and find the friend request...
23

54. I log on to Facebook and find the friend request...
...from one of my patients.
23

55. Has this ever happened to you?
23

56. 24

57. c. If they interact with patients on the Internet,
physicians must maintain appropriate boundaries of
the patient-physician relationship in accordance with
professional ethical guidelines just, as they would in
any other context.
d. To maintain appropriate professional boundaries
physicians should consider separating personal and
professional content online.
24

58. What do you do?
25

59. What do you do?
25

60. The rejection seems like
a perfect solution until
that awkward moment
when the patient comes
in for his next visit.
26

61. Prior to rejecting the request use Facebook to send
the patient a message
Sorry Mr. Peterson, I reserve my Facebook for personal
friends and do not "friend" any patients or co-workers. I
do have a number of social media personas that
welcome patients. You can find and interact with me at:
@kidney_boy on twitter
http://pbfluids.com on blogger
http://facebook.com/scsp on facebook
27

62. Instead of reject, redirect
Prior to rejecting the request use Facebook to send
the patient a message
Sorry Mr. Peterson, I reserve my Facebook for personal
friends and do not "friend" any patients or co-workers. I
do have a number of social media personas that
welcome patients. You can find and interact with me at:
@kidney_boy on twitter
http://pbfluids.com on blogger
http://facebook.com/scsp on facebook
27

63. Patient friend requests
Patient privacy
Patient community
28

64. 29

65. Nursing assistant Nai Mai Chao spent eight days
in jail, was banned from Facebook and other
social networks, lost her job and nursing license.
29

66. Nursing assistant Nai Mai Chao spent eight days
in jail, was banned from Facebook and other
social networks, lost her job and nursing license.
29

67. Nursing assistant Nai Mai Chao spent eight days
in jail, was banned from Facebook and other
social networks, lost her job and nursing license.
29

68. Nursing assistant Nai Mai Chao spent eight days
in jail, was banned from Facebook and other
social networks, lost her job and nursing license.
posting a photo of a dying
patient's buttocks
29

69. Alexandra Thran, hospital employed
emergency doctor in Rhode Island,
inadvertently violated confidentiality by revealing
details of an injury that could reveal personally
identifiable information on Facebook.
30

70. Alexandra Thran, hospital employed
emergency doctor in Rhode Island,
inadvertently violated confidentiality by revealing
details of an injury that could reveal personally
identifiable information on Facebook. She never
revealed the patient’s name.
30

71. Alexandra Thran, hospital employed
emergency doctor in Rhode Island,
inadvertently violated confidentiality by revealing
details of an injury that could reveal personally
identifiable information on Facebook. She never
Fired
revealed the patient’s name.
Fined $500
Sent for re-education
30

72. 31

73. 31

74. Patient friend requests
Patient privacy
Patient community
32

75. Gitelman’s syndrome
• Hypokalemia
• Hypomagnesemia
• Metabolic alkalosis
• Normal to low blood pressure
• Intense salt cravings
33

76. Gitelman’s syndrome
• Hypokalemia
• Hypomagnesemia
• Metabolic alkalosis
• Normal to low blood pressure
• Intense salt cravings
Incidence is 1 in 40,000,
most are undiagnosed
33

77. 34

78. "I haven't seen this before, but I have read about it."
34

79. "The last time I saw this was during my fellowship"
34

80. 35

81. Should I get a port-a-cath? Should I get a picc line?
35

82. Should I get a port-a-cath? Should I get a picc line?
35

83. Should I get a port-a-cath? Should I get a picc line?
The pharmacy changed forms of
potassium. How can I get the old one?
35

84. Should I get a port-a-cath? Should I get a picc line?
The pharmacy changed forms of
potassium. How can I get the old one?
Is liquid potassium better than pills?
35

85. Should I get a port-a-cath? Should I get a picc line?
The pharmacy changed forms of
potassium. How can I get the old one?
Is liquid potassium better than pills?
I get more muscle pain after IV
potassium. Is that normal?
35

86. Should I get a port-a-cath? Should I get a picc line?
The pharmacy changed forms of
potassium. How can I get the old one?
Is liquid potassium better than pills?
I get more muscle pain after IV
potassium. Is that normal?
Is magnesium taurate okay?
35

87. 36

88. 174 members
36

89. 37

90. ...helped me realize I wasn’t crazy and was not a
hypochondriac or just a drama queen.
38

91. ...helped me feel part of the human race again.
39

92. So having people here who understand and relate
has really allowed me to believe I can do this.
40

93. Citing many cases in the US finally helped me
persuade clinicians in the UK to allow me to try
this which has transformed my symptoms.
41

94. ...you don’t have to explain yourself or try to make
people understand because they already “get it.”
42

95. 174 members
43

96. 174 members
43

97. 174 members
43

98. 44

99. 44

100. Patient friend requests
Patient privacy
Patient community
45

101. ...the other blue social network
46

102. few words, incalculable value
46

103. Twitter is the second largest
social network after Facebook
this is not a Coke vs Pepsi pairing,
they are different animals
47

104. Twitter is the second largest
social network after Facebook
this is not a Coke vs Pepsi pairing,
they are different animals
47

105. Twitter is not Facebook
• Facebook, friends are a mutual decision
• everyone you are friends with is simultaneously your friend
• Twitter is asymmetric
• People you follow, do not
necessarily follow you back
48

106. Twitter is not Facebook
• Facebook, friends are a mutual decision
Facebook allows you to connect with
people you already simultaneously your friend
• everyone you are friends with is
know.
Twitter allows you to meet people you
• Twitter is asymmetric
want to know.not
• People you follow, do
necessarily follow you back
48

107. Twitter is not Facebook
• Facebook, friends are a mutual decision
Facebook allows you tolie to people you
is where you connect with
know. you are friends with is know.
people you already simultaneously your friend
• everyone
Twitter allows you to meet people you
is where you're honest with
• Twitter is asymmetric
strangers. do
want to know.not
• People you follow,
necessarily follow you back
48

108. Best tutorial on how twitter works:
http://www.momthisishowtwitterworks.com
49

109. 50

110. Three fundamental things to know about Twitter
• Who to follow
• What to do
• What to say
51

111. who to follow
• be vicious with your follow list
• people who tweet their lunch
• people who suggest “earn great income, work at home”
• Anything by Zoey Deschanel
52

112. ot
n follow
who to
• be vicious with your follow list
• people who tweet their lunch
• people who suggest “earn great income, work at home”
• Anything by Zoey Deschanel
52

113. ot
n follow
who to
• be vicious with your follow list
• people who tweet their lunch
• people who suggest “earn great income, work at home”
• Anything by Zoey Deschanel
52

114. who to follow: https://twitter.com/MGKatz036
Pt: "I'm just here for a second opinion...
Already got my first one online."
53

115. who to follow: https://twitter.com/precordialthump
4 medication classes linked to 67% of drug-
related hospitalizations http://t.co/ZR9CUszI
Get these right: sugars and bleeding
54

116. who to follow: https://twitter.com/drves
What do people die of? Mortality rates
and data for every cause of death in
2011 visualized http://
bit.ly/RDXkVz
55

117. who to follow: https://twitter.com/MedPedsDoctor
The biggest challenge in MedEd is to
demonstrate improved pt outcomes
from any education intervention, not just
learner satisfaction
56

118. who to follow: https://twitter.com/daniellenjones
If you haven't found a Twitter friend/
colleague you want to chat with over
coffee, you're advertising too much &
interacting too little.
57

119. who to follow: https://twitter.com/medicalaxioms
The job of the ER physician admitting a
medicine patient is to tell you why the
patient can't go home, not to tell you
the diagnosis.
58

120. who to follow: https://twitter.com/zdoggmd
I shocked the sheriff...but they claim it
was asystole. #MedicalMarley
59

121. http://zdoggmd.com/zdogg/
http://www.youtube.com/watch?v=WNfFQI18ABI&feature=player_embedded
60

122. who to follow: https://twitter.com/Skepticscalpel
Correlation & causation went into a bar
The bartender asks "Are you two
related?" Correlation answers "Hey,
what are you implying?"
61

123. The anonymous tweeter
Physicians who write anonymously online say it affords
them the opportunity to vent their frustrations with
patients, colleagues, administrators and health plans with
less fear of crossing legal and ethical lines.
Kevin O’Reilly reporting for AMA News
62

124. The anonymous tweeter
"Doctors do need to vent," said Dr. Vartabedian, who
blogs and tweets under his own name. "I limit that venting
of frustration to my immediate working staff and to my
immediate colleagues. I don't feel it's appropriate for me
to relate my frustrations with patients in a public place
where everybody can see them."
Dr. Vartabedian, @Doctor_V
62

125. The mask will come off
and sometimes, not at
the time of your choosing
63

126. Robert P. Lindeman, an Ivy League-educated
pediatrician sat on the stand in Suffolk
Superior Court, defending himself in a
malpractice suit involving the death of a 12-
year-old patient.
The opposing counsel startled him with a
question.
“Are you Flea?”
64

127. Flea, was the screen name for a blogger who
had written about a trial remarkably similar to
the one happening at Suffolk Superior Court.
Flea had ridiculed the plaintiff's case and the
plaintiff's lawyer.
He had revealed the defense strategy.
He had accused members of the jury of dozing.
65

128. Lindeman admitted that he
was, in fact, Flea.
The next morning, he settled
for what is described as a
substantial settlement.
66

129. •Tweet under your own name.
•It will remind you that you aren't
scrawling graffiti behind the high school.
•Sign your name and you will be more
careful with what you say.
•You never are as anonymous as you
think you are.
67

130. Three fundamental things to know about Twitter
• Who to follow
• What to do
• What to say
68

131. What to do: Spread your own wisdom
69

132. What to do: Spread your own wisdom
69

133. What to do: Spread your own wisdom
69

134. What to do: Spread your own wisdom
69

135. What to do: Spread your own wisdom
69

136. What to do: Spread your own wisdom
69

137. What to do: Spread your own wisdom
69

138. What to do: Spread your own wisdom
69

139. What to do: Anatomy of a tweet
70

140. What to do: Anatomy of a tweet
Author: Deb
Screen name: @pingDeb
Picture
70

141. What to do: Anatomy of a tweet
Tweet text
70

142. What to do: Anatomy of a tweet
Hash Tag
70

143. What to do: Anatomy of a tweet
Retweeter
70

144. What to do: Anatomy of a tweet
Expand
71

145. What to do: Anatomy of a tweet
Expand
71

146. What to do: Anatomy of a tweet
Expand
Replies
71

147. What to do: Anatomy of a tweet
Expand your reply
Replies
71

148. What to do: Anatomy of a tweet
72

149. What to do: Anatomy of a tweet
Reply: real interaction
72

150. What to do: Anatomy of a tweet
Reply: real interaction
Retweet: amplification
72

151. What to do: Anatomy of a tweet
Reply: real interaction
Retweet: amplification
Favorite: honor and collect
72

152. Reply: real interaction
Retweet: amplification
Favorite: honor and collect
73

153. Reply: real interaction
Retweet: amplification
Favorite: honor and collect
All of these are public
73

154. 74

155. The blood of Jesus
against Obama history
made 4 Nov 2008 a
Taliban Muslim illegally
elected president
USA:Hussein.
74

156. Three fundamental things to know about Twitter
• Who to follow
• What to do : Twitter Chats
• What to say
75

157. Twitter Chats
• Twitter Journal Club
• MedEd Chat
• HealthCare Social Media Chat
• Symplur keeps a database of regular healthcare twitter chats at:
• http://www.symplur.com/healthcare-hashtags/tweet-chats/
76

158. #MedEd TweetChat Nov. 15: Academic Integrity
• 3 questions for discussion
• Topic 1: How comfortable would you be with reporting
someone for academic dishonesty? What if it were a close
colleague?
• Topic 2: What are the gray areas of academic dishonesty?
What about overlooking a "minor" or 1st time occurrence?
• Topic 3: How comfortable would you feel working with
someone who had cheated in medical school? Should
academic dishonesty be a career ender?
77

159. #MedEd TweetChat Nov. 15: Academic Integrity
• 30 participants
• 274 Tweets
78

160. suggest topics by DM or email #meded
Thu Nov 15 19:07:56 PST 2012
mumbaiprepared RT @jvrbntz: Amen!!! RT @EMIMDoc: #meded For trainees to respect the system, the
system must respect the trainees.
Thu Nov 15 19:13:20 PST 2012
#MedEd TweetChat Nov. 15: Academic Integrity
• 30 participants
• 274 Tweets
78

161. #KidneyWk12 The American Society of Nephrology
Annual Meeting
79

162. #KidneyWk12 The American Society of Nephrology
Annual Meeting
• 281 participants
• 1,362 Tweets
79

163. #KidneyWk12 The American Society of Nephrology
Annual Meeting
• 281 participants
• 1,362 Tweets
79

164. ArborResHealth Dr. Ramirez rcved a distinguished faculty invit to present Disease Management in
#ESRD Pts at 6 pm, Rm 5 #kidneywk12 http://t.co/98a7gdkl
Thu Nov 1 13:31:36 PDT 2012
#KidneyWk12 The American Society of Nephrology
Annual Meeting
• 281 participants
• 1,362 Tweets
79

165. 80

166. 80

167. 80

168. TweetChat.com for chats or follow HashTags
81

169. TweetChat.com for chats or follow HashTags
81

170. TweetChat.com for chats or follow HashTags
81

171. Three fundamental things to know about Twitter
• Who to follow
• What to do
• What to say
82

172. •Find your own voice.
•Everything you say is written in pen.
•Staying quiet and watching is a good
way to get started.
•Find people you respect and see
how they interact on Twitter.
83

173. Mayo Clinic has a twelve word social media policy:
Don’t Lie, Don’t Pry,
Don’t Cheat, Can’t Delete,
Don’t Steal, Don’t Reveal
84

174. 523 physicians found
209 with < 500 followers
range: 500 to 1,910,700
314 with ≥ 500 followers followers (17,217)
54 excluded for other
reasons
• 9 non-English tweets
• 8 not individuals
260 included in analysis • 7 no tweets in last 6 months
• 7 private accounts
• 5 deleted accounts
20 most recent tweets
5 users did not have 20
tweets
analyzed 5,156 tweets
Chretien KC, Azar J, Kind T.JAMA. 2011 Feb 9;305(6):566-8.
85

175. 523 physicians found
209 with < 500 followers
range: 500 to 1,910,700
314 with ≥ 500 followers followers (17,217)
54 excluded for other
reasons
• 9 non-English tweets
• 8 not individuals
260 included in analysis • 7 no tweets in last 6 months
• 7 private accounts
• 5 deleted accounts
20 most recent tweets
5 users did not have 20
tweets
analyzed 5,156 tweets
Chretien KC, Azar J, Kind T.JAMA. 2011 Feb 9;305(6):566-8.
85

176. 523 physicians found
209 with < 500 followers
range: 500 to 1,910,700
314 with ≥ 500 followers followers (17,217)
54 excluded for other
reasons
• 9 non-English tweets
• 8 not individuals
260 included in analysis • 7 no tweets in last 6 months
• 7 private accounts
• 5 deleted accounts
20 most recent tweets
5 users did not have 20
tweets
analyzed 5,156 tweets
Chretien KC, Azar J, Kind T.JAMA. 2011 Feb 9;305(6):566-8.
85

177. 523 physicians found
209 with < 500 followers
range: 500 to 1,910,700
314 with ≥ 500 followers followers (17,217)
54 excluded for other
reasons
• 9 non-English tweets
• 8 not individuals
260 included in analysis • 7 no tweets in last 6 months
• 7 private accounts
• 5 deleted accounts
20 most recent tweets
5 users did not have 20
tweets
analyzed 5,156 tweets
Chretien KC, Azar J, Kind T.JAMA. 2011 Feb 9;305(6):566-8.
85

178. 523 physicians found
209 with < 500 followers
range: 500 to 1,910,700
314 with ≥ 500 followers followers (17,217)
54 excluded for other
reasons
• 9 non-English tweets
• 8 not individuals
260 included in analysis • 7 no tweets in last 6 months
• 7 private accounts
• 5 deleted accounts
20 most recent tweets
5 users did not have 20
tweets
analyzed 5,156 tweets
Chretien KC, Azar J, Kind T.JAMA. 2011 Feb 9;305(6):566-8.
85

179. 5,156 tweets
analyzed and categorized
each circle represents 4 tweets
86

180. 86

181. 144 of 5156 tweets were
considered unprofessional
86

182. 87

183. 38 potential privacy violations
87

184. 38 potential privacy violations
33 profanity
87

185. 38 potential privacy violations
33 profanity
14 sexually explicit
87

186. 38 potential privacy violations
33 profanity
14 sexually explicit
4 discriminatory
87

187. 38 potential privacy violations
33 profanity
14 sexually explicit
4 discriminatory
55 other unprofessional
87

188. 88

189. Ethical breaches and unprofessional content
were rare but observed. Particularly concerning
was the presence of potential patient privacy
violations and conflicts of interest. The study
was limited to established, self-identified
physician users of Twitter with the most
followers, a sample who may represent heavier
users.
88

190. Ethical breaches and unprofessional content
were rare but observed. Particularly concerning
was the presence of potential patient privacy
violations and conflicts of interest. The study
was limited to established, self-identified
physician users of Twitter with the most
followers, a sample who may represent heavier
users.
88

191. Ethical breaches and unprofessional content
were rare but observed. Particularly concerning
was the presence of potential patient privacy
violations and conflicts of interest. The study
was limited to established, self-identified
physician users of Twitter with the most
followers, a sample who may represent heavier
users.
88

192. Representative?
http://www.beevolve.com/twitter-statistics/#b1
89

193. Representative?
http://www.beevolve.com/twitter-statistics/#b1
89

194. Representative?
Average user has 208 followers
6 of 10 users has no followers
http://www.beevolve.com/twitter-statistics/#b1
89

195. Representative?
Average user has 208 followers
6 of 10 users has no followers
Only 3.6% have >500
http://www.beevolve.com/twitter-statistics/#b1
89

196. Representative? Nope.
Average user has 208 followers
6 of 10 users has no followers
Only 3.6% have >500
http://www.beevolve.com/twitter-statistics/#b1
89

197. 90

198. Either you define yourself
online, or someone will
define you
91

199. 92

200. b. Thus, physicians should routinely monitor their own
Internet presence to ensure that the personal and
professional information on their own sites and, to
the extent possible, content posted about them by
others, is accurate and appropriate.
92

201. 93

202. 93

203. 93

204. 93

205. 93

206. 93

207. 93

208. 94

209. Doctor 1 2 3 4 5 6 7
Dr. Saravolatz
Dr. Grady
Dr. LaLonde
Dr. Edhayan
Dr. Topf
94

210. Doctor 1 2 3 4 5 6 7
Dr. Saravolatz
Dr. Grady
Dr. LaLonde
Dr. Edhayan
Dr. Topf
94

211. Doctor 1 2 3 4 5 6 7
Dr. Saravolatz
Dr. Grady
Dr. LaLonde
Dr. Edhayan
Dr. Topf
94

212. Doctor 1 2 3 4 5 6 7
Dr. Saravolatz
Dr. Grady
Dr. LaLonde
Dr. Edhayan
Dr. Topf
94

213. Doctor 1 2 3 4 5 6 7
Dr. Saravolatz
Dr. Grady
Dr. LaLonde
Dr. Edhayan
Dr. Topf
94

214. Doctor 1 2 3 4 5 6 7
Dr. Saravolatz
Dr. Grady
Dr. LaLonde
Dr. Edhayan
Dr. Topf
94

215. Doctor 1 2 3 4 5 6 7
Dr. Saravolatz
Dr. Grady
Dr. LaLonde
Dr. Edhayan
Dr. Topf
94

216. Doctor 1 2 3 4 5 6 7
Dr. Saravolatz
Dr. Grady
Dr. LaLonde
Dr. Edhayan
Dr. Topf
94

217. Doctor 1 2 3 4 5 6 7
Dr. Saravolatz
Dr. Grady
Dr. LaLonde
Dr. Edhayan
Dr. Topf
94

218. Doctor 1 2 3 4 5 6 7
Dr. Saravolatz
Dr. Grady
Dr. LaLonde
Dr. Edhayan
Dr. Topf
94

219. Doctor 1 2 3 4 5 6 7
Dr. Saravolatz
Dr. Grady
Dr. LaLonde
Dr. Edhayan
Dr. Topf
94

220. Implications of a lack of social media presence
95

221. Following a bad experience people want to
complain, share and be made whole.
If you have a venue for this they can direct it at
you.
Without a venue the feedback will likely be
anonymous, public and out of your control.
96

222. Following a bad experience people want to
complain, share and be made whole.
If you have a venue for this they can direct it at
you.
Without a venue the feedback will likely be
anonymous, public and out of your control.
96

223. • Maritz Research surveyed an online panel of 1,298 US Consumers
• Twitter users who frequently tweet
• Have used Twitter to complain about a specific product, service, brand, or
company
• At least 18 years of age
Yes
376
No Yes
661 636
No
921
When you tweeted your complaint, did Has anyone from the company
you expect the company to read it? contacted yo about your complaint?
97

224. 98

225. How satisfied were you with the company’s response?
Very Satisfied 34.7%
Somewhat satisfied 39.7%
Neutral 9.9%
Somewhat dissatisfied 10.1%
Very dissatisfied 5.6%
0% 15% 30% 45% 60%
98

226. How satisfied were you with the company’s response?
Very Satisfied 34.7%
Somewhat satisfied 39.7%
Neutral 9.9%
Somewhat dissatisfied 10.1%
Very dissatisfied 5.6%
0% 15% 30% 45% 60%
How did you feel when the company contacted you regarding your complaint?
I loved it 32%
I liked it 51.5%
Neutral 12.5%
I didn’t like it 3.2%
I hated it 0.8%
0% 15% 30% 45% 60%
98

227. Summary
• With everybody connected, social media is an unprecedented revolution in
communication
• Numerous platforms but the two biggest are
• Facebook
• Twitter
99

228. Summary: Facebook
• When patient friend requests you, redirect, don’t just
reject
• Privacy
• Facebook is the new elevator conversation
• Patient communities
• Facebook has forever eliminated the friction keeping
patients apart.
100

229. Summary: Twitter
• Asymmetric. People you follow may not be following
you. Vice-versa
• http://www.MomThisIsHowTwitterworks.com
• Ruthlessly prune your follower list
• Use TweetChat.com to follow chats and conferences
101

230. Summary: Why
• Define yourself or else
• Provide a place for complaints
102

231. 103