These slides were originally presented in November of 2012 at the first Q1 CME Grants Forum in Cambridge, Mass.

1. #Q1CME or #CMEchat
UTILIZATION OF SOCIAL MEDIA
TO ENHANCE THE IMPACT OF
MEDICAL EDUCATION
Presented by:
Brian S. McGowan, PhD
@briansmcgowan
www.SOCIALQI.com
*** Now Available on Amazon!***
#SOCIALQI: Simple Solutions for Improving Your Healthcare
November 30th, 2012

2. #Q1CME or #CMEchat
Outline:
1. Defining ‘use’ for the CME professional
2. Exploring the impact of ‘networked’ weather
3. What do we know about social media and learners
4. Tackling physician ‘use’ head on…with rigor
5. Landmark data on physicians, SoMe, & learning
6. Understanding why physicians adopt SoMe for learning
7. Planning our way forward…to drive impact…

3. #Q1CME or #CMEchat
Defining ‘Use’ in CME Profession
Hypothesis:
There are 3 ways that HCPs ‘use’ social media:
1. To teach – supporting our CME programs
2. To learn– supporting our professional development
3. To advocate – amplifying the voice of CME advocacy
Bucket 1 Bucket 2 Bucket 3

4. #Q1CME or #CMEchat
Bucket 1: To Teach
• 50% of healthcare providers
have used Wikipedia in By not adopting
practice 1 social media,
• 51% of Docs are using we are failing
online professional to stop information-
communities seeking HCPs from relying
on less credible and less
• 66% of Docs expect their regulated sources of
professional online activity medical information.
to increase over the next
12-18 months 2
1 http://bit.ly/3sQVb 2 http://bit.ly/bAjrXu

5. #Q1CME or #CMEchat
Bucket 2: To Learn
• The learning and quality-
improvement
American Society of Training and Development
communities outside of
CME are actively 1. Blogs enable community leaders to
communicate ideas and best practices.
engaging in social media. 2. Staff can use google alerts to learn about the
latest trends in their profession.
3. Staff can share using micro-blogging.
• By delaying adoption of 4. Staff can social bookmarking to archive
important information.
social media, we are 5. Collaborative workspaces enable teams to
ignoring readily available share documents, screens, photos, files, and
presentations.
best practices used by
Sharing is simplified (virtual teams).
other forms of adult
education. 6. Staff can search for experts who have the
skills necessary to address needs.
http://www.astd.org/lc/2010/0510_medved

6. #Q1CME or #CMEchat
Bucket 3: To Advocate
• SoMe = the
quickest, simplest, and most
cost-effective channel for
sharing these successes.
• By ignoring social
media, we’re missing the
opportunity to share all of our
success stories in an easily
accessible channel that keeps
up with the fast-pace of
modern news cycles and new
media.

7. #Q1CME or #CMEchat
CME Pros are unsure about social media
“Describe your use of these technologies to support learning…”
Online 0% 6% 30% 27% 15% 7% 15%
communities
Texting 2% 9% 32% 27% 18% 2% 11%
Microblogging 9% 3% 30% 25% 13% 1% 18%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Unlikely to use it w/I 3M Not sure Likely to use it w/I 3M Currently use it

8. #Q1CME or #CMEchat
Leaving Us Unique Groups of People…
…the impact of “networked weather”

9. #Q1CME or #CMEchat
My Advice:
Commit to Bucket 2…for now…

10. #Q1CME or #CMEchat
How comfortable are you
that you understand IF
physicians are using social media?
@briansmcgowan
June 19th, 2012

11. Inconsistent Data of Docs ‘Using’ SoMe
Sermo 2010
Do you use ____ professionally?
2% Twitter 4%
Facebook
PeerView 2010 MCM 2010; unpublished

12. Misleading Data of Docs ‘Using’ SoMe
Do you ‘have a Facebook account’?
64% YES 36% NO
Have you ever ‘used’ Twitter?
20% YES 80% NO
Have you ever participated in an online health blog?
35% YES 65% NO
Do you ‘use’ YouTube? * ACS has a YouTube Channel
82% YES 18% NO
(n~300) American College of Surgeons 2010: http://bit.ly/e5PiaP

13. #Q1CME or #CMEchat
!!%*&^## Data of Docs Using SoMe
Sept.
2011

14. #Q1CME or #CMEchat
How comfortable are you
that you understand HOW
physicians are using social media?
@briansmcgowan
June 19th, 2012

15. #Q1CME or #CMEchat
Defining ‘Social Media’
Internet-based applications which allow for the
creation and exchange of user-generated
content and includes services such as social
networking, professional online
communities, wikis, blogs, and microblogging.

16. #Q1CME or #CMEchat
Defining ‘Meaningful Use’
Hypothesis:
There are 3 ways that HCPs ‘use’ social media:
1. To practice – treating patients
2. To promote public health messaging (& promotion)
3. To learn – sharing of medical information/knowledge
Bucket 1 Bucket 2 Bucket 3

17. #Q1CME or #CMEchat
Defining ‘Meaningful Use’
Bucket 1
Care
Bucket 2
Info
Bucket 3
Info

18. #Q1CME or #CMEchat
Defining ‘Sharing Medical Information’
• The exchange of
information, advice, ideas, rep
orts and scientific discoveries Bucket 3
with other in the medical
community.
• A focus on life-long learning
and practice improvement

19. #Q1CME or #CMEchat
Authors and Collaborators
Bryan Vartabedian, MD, FAAP
Assistant Professor of Pediatrics
Baylor College of Medicine
Robert S. Miller, MD, FACP
Clinical Associate
Sidney Kimmel Comprehensive Cancer Center at
Johns Hopkins
Oncology Medical Information Officer
Johns Hopkins University School of Medicine
Molly Wasko, PhD
Associate Professor and Chair
University of Alabama at Birmingham
School of Business

20. #Q1CME or #CMEchat
Purpose of Study
• To identify factors associated with the
adoption and use of social media by
physicians to share medical information
• Utilized a theoretical framework to identify
factors and predict the adoption and use of
social media

21. #Q1CME or #CMEchat
The Technology Acceptance Model (TAM)
Davis, F. D. (1989), "Perceived usefulness, perceived ease of use, and user acceptance of
information technology", MIS Quarterly 13(3): 319–340

22. #Q1CME or #CMEchat
Methods
• Survey:
– Developed using theoretical framework, previous literature, and input
from advisory board. Surveys were pilot tested using cognitive
interview process prior to implementation
• Distribution:
– Surveys were distributed by email in March 2011 to a random selected
sample of US oncologists and primary care physicians.
• Target groups and sample size:
– US Oncologists (n=186) & US Primary Care Physicians (n=299)
• Response Rate:
– A sample of 491 responses were collected however 485 responses
were analyzed.
– Response rate = 27%
• This study was submitted and approved by IRBs at Western
and JHU
http://medicine20congress.blogspot.com/2011/08/physician-adoption-of-
social-media-for.html

23. #Q1CME or #CMEchat
Survey Sample Demographics
Demographic Characteristics Oncology Primary Care
n = 186 n = 299
Degree MD/DO 100% 100%
Years since graduation from medical school
Mean/St. dev. 24 years/10 24 years/9
Percent Male 75% 72%
Patients seen per week
Mean/St.dev. 100 patients/56 124 patients/73
Practice Location Urban 47% 23%
Suburban 44% 60%
Rural 9% 17%
Practice Setting Solo Practice 12% 34%
Group Practice 68% 60%
Medical School 9% 1%
Non-Government Hospital 5% 3%
Major professional activity
Direct patient care 97% 98%

24. #Q1CME or #CMEchat
Physician Adoption and Use of Social Media
to Share Medical Knowledge with Other Physicians

25. #Q1CME or #CMEchat
Physician Adoption and Use of Social Media
to Share Medical Knowledge with Other Physicians
100%
90%
Unaware
80%
Will Never Use
70%
Current User
60%
50%
40%
30%
20%
10%
0%
Twitter
eMail
YouTube
Podcasting
Texting
Blogs
iTunes
LinkedIn
Wikis
Facebook
Communities
Mobile Apps
RSS Feeds
Doc-only

26. #Q1CME or #CMEchat
How comfortable are you
that you understand WHY
physicians are ‘using’ social media?
@briansmcgowan
June 19th, 2012

27. #Q1CME or #CMEchat
Physician attitudes towards using social media

28. #Q1CME or #CMEchat
Physician attitudes towards using social media

29. #Q1CME or #CMEchat
Physician attitudes towards using social media

30. #Q1CME or #CMEchat
Physician attitudes towards using social media

31. #Q1CME or #CMEchat
Physician attitudes towards using social media

32. #Q1CME or #CMEchat
Benefits of primary care physicians using social media

33. #Q1CME or #CMEchat
Ease of use - Primary Care Physicians
n = 299

34. #Q1CME or #CMEchat
Advancing the Community – Primary Care Physicians
n= 299

35. #Q1CME or #CMEchat
Social Norming – Primary Care Physicians
n= 299

36. #Q1CME or #CMEchat
Innovativeness - Primary Care Physicians
n= 299

37. #Q1CME or #CMEchat
Barriers – Primary Care Physicians
n= 299

38. #Q1CME or #CMEchat
Where do we go from here?
@briansmcgowan
June 19th, 2012

39. #Q1CME or #CMEchat
#CMEchat as a CPD Opportunity
• First 52 weeks:
– Introduced nearly 50 different topics
– Accumulated more than 13,500 tweets
– Engaged more than 600 participants
– Creating more than 20,000,000 impressions
• Great examples of how lessons learned
within #CMEchat have impacted
participants educational planning and
programs.
• Benefits sustained as the hashtag
continues to be use hundreds of times a
week for peers to share new lesson or
emergent question.

40. #Q1CME or #CMEchat
CME group on LinkedIn
as a CPD Opportunity

41. #Q1CME or #CMEchat
Five Next Steps
1. Gain comfort by using SoMe for bucket 2
2. Focus on the ‘big movable middle’ in
learners
3. Better understand what feeds attitudes
4. Explore the barriers more meticulously
5. Objectively demonstrate the benefits of
bucket 3 use

42. #Q1CME or #CMEchat
UTILIZATION OF SOCIAL MEDIA
TO ENHANCE THE IMPACT OF
MEDICAL EDUCATION
Questions and Comments
Presented by:
Brian S. McGowan, PhD
@briansmcgowan
www.SOCIALQI.com
*** Now Available on Amazon!***
#SOCIALQI: Simple Solutions for Improving Your Healthcare
November 30th, 2012