Physician Use of Social Media
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My talk 5/19/2016 for the Massachusetts Medical Society's Residents Fellows Section (RFS) annual meeting in Boston. Many doctors want to know how to get involved online. I discuss why to get online and highlight MMS' recently updated guidelines.
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Physician Use of Social Media
- 1. Digital Doctoringand Healthy Communication Matthew Katz, MD May 19, 2016 PhysicianUse of Social Media
- 2. Disclosure • Founder/owner, nonprofit RadiationNation.com • Volunteer for • Massachusetts Medical Society • American Society of Radiation Oncology (ASTRO) • American Society of Clinical Oncology (ASCO)
- 3. Social Media in Medicine • Manywant to knowhow to: • Enhance reputation • Get relevant information • Grow your practice • Collaborate, learn • Minimize/avoid risk • Start instead with: • Who am I? • Why do I want to communicate?
- 5. Know the Rules First
- 6. Know Who You Are • Decide comfort level being public • As a non-professional person • As a health professional • As a citizen • Start conservatively • Learn the rules of each road you choose • Start in the parking lot, not the highway • Build skills • Art and science of digital communication
- 7. Medicine5.0 – Millenniaof Healing v. Era Example Divine Healer/W ounded Dyad Knowledge Scientific Method 1.0 Prehistoric Shaman + + 2.0 400 B.C. Galen + + + 3.0 18th-19th c. Virchow + + + 4.0 20th Osler + + 5.0 21st ? + + + Professionals are increasingly interactive intermediaries in health
- 8. Hippocrates “I will use treatment to help the sick according to my ability and judgment, but never with a view to injury or wrong-doing” “Into whatsoever houses I enter, I will enter to help the sick” Maimonides “Grant me the strength, time and opportunity always to correct what I have acquired, always to extend its domain; for knowledge is immense and the spirit of man can extend indefinitely to enrich itself daily with new requirements.”
- 9. Hippocrates “I will use treatment to help the sick according to my ability and judgment, but never with a view to injury or wrong-doing” “Into whatsoever houses I enter, I will enter to help the sick” Maimonides “Grant me the strength, time and opportunity always to correct what I have acquired, always to extend its domain; for knowledge is immense and the spirit of man can extend indefinitely to enrich itself daily with new requirements.” Your oath holds true online, on whatsoever platform you extend your domain
- 11. Am I My Colleague’s Keeper?
- 12. What the public expects Mr. John Doe ( General Manager ) • Professionalism based upon • Quality as clinician • Workmanship • Citizenship • Doctors expected to be • Confident • Reliable • Composed • Accountable • Dedicated Source: Chandratilake et al, Clin Med 2010
- 13. Risks in Clinical Practice Patients/Caregivers • Misinformation • Loss of privacy • Psychologic amplification Professionals • Professional harm • Patient harm • Psychological harm
- 14. Public Medicine: Scalable Good or Harm Bik HM, Goldstein MS. PLOS Biol 2013
- 15. Flexner Mentality= Dangerous SOURCE: Simon Wardley, blog.gardeviance.org
- 16. M.D. =Master Dilettante • Able, not ‘expert’ • Absorb and synthesize information, research • Apply evidence to needs, values of each patient • Free from false expectation of omniscience • Better communication • Listening, understanding essential • Skills can be learned for clinic and online
- 17. What is Stopping Us? QuantiaMD.com, 2011 http://bit.ly/OKR00w
- 19. Start with Why
- 20. Where People ShareTheir Care
- 22. Why Doctors Need to Be Online • Patients and caregivers are increasingly online, seeking help and support • If clinicians don’t engage online, expect more influence on health decisions by • Peers and family • Fearmongerers, opportunists • Industry (Direct-to-consumer)
- 23. What patients and doctors deserve Mr. John Doe ( General Manager ) Source: subatomicdoc, Flickr.com Any social media tool should improve or preserve this covenant
- 24. WHO Definition of Health Health includes yours
- 25. Doctor’sHierarchy ofNeeds Source: subatomicdoc, flickr.com
- 26. DefineYour Purpose Whyyou are online determines • How you want to contribute • Where to go • What skills you will need
- 28. Separate Medicineand Business • Be the professional • Coordinate with practice, hospital to do the marketing
- 29. Have a Social Media Policy Your staff, colleagues affect your reputation • How you want to contribute • Where to go • What skills you will need
- 30. Goals Purpose Example Patient Care Best Practices Learn From Patients Enhance Career Education Reputation Management Networking Job Opportunity Teaching Medical education Research/Academics Advocacy Fundraising Collaboration Public education
- 31. VAK Learning Styles Platform Visual See/Read Auditory Listen/Speak Kinesthetic Touch/Do Blogs X Twitter X X Facebook X LinkedIn X Instagram/Pinterest X Tumblr X X X YouTube/Vimeo X Google + X X X Adapted from: Meredith Gould, The Social Media Gospel
- 32. You are what you Surf Search Share Source: flowingdata.com
- 33. Professional = Patient Privacy If in doubt, HIPAA applies
- 34. Act Like It’s Permanent “Beniceronlinethanyouareoffline”
- 36. Maintain Boundaries • Applies especiallytoFacebook • Knowandperiodically reviewprivacysettings
- 38. Reputation = EMR Join Post Network Establish Monitor Respond Listen Watch ‘ReadtheRoom’ Calm Accountable Reliable Empathic
- 39. Hang your digital shingle • Get a website domain with your name and your brand • Brands may fail, but save a place for you to tell your story and achievements • Build a “moat” to defend your reputation http://www.matthewkatzmd.com Type into domain registrar searchHyperText Transfer Protocol
- 40. Establish, Track Yourself • Pick a professional ‘handle’ • Non-anonymous • Join multiple platforms to protect your ‘brand’ • Monitor • Google Alerts • Physician rating sites • Can’t eliminate the negative • Accentuate/amplify the positive
- 41. Starting social media services* Sign up Explore settings Lurk Interact Lead * Applies to most platforms
- 42. Medicolegal Risks Mr. John Doe ( General Manager ) • Consider your online presencediscoverable • By institution, professional society • Social mediapolicy for your practice • Want to keep your staff aware, accountable • Describedin MMS Guidelines
- 43. Conclusion Mr. John Doe ( General Manager ) • Ethics beforemechanics • Why you do it drives how you will do it • Use Digital Tools,Don’t Be One • MoreResearchNeeded
- 44. Questions? Mr. John Doe ( General Manager ) Look at MMS Physicians’ Guide at massmed.org Contact me at: @subatomicdoc [Twitter] www.subatomicdoc.com