Social media & Medical Practice

SOCIAL MEDIA
& MEDICAL
PRACTICE
@endocrine_witch
Iris Thiele Isip Tan MD, MSc
Professor 3, UP College of Medicine
Chief, UP Medical Informatics Unit
Director, UP Interactive Learning Center

Managing your
Social Media
Presence
Ethical
Considerations
Impact of
Social Media on
Medical Practice

Patients’ access to health-
related information
www.massmed.org
Hyon KA, Goldsmith T & Garito L. (2014).
A guide to social media for the physician practice
1

Pei-Li Teh & Marc Yates (2013)
researchpartnership.com

Nine in ten had accessed the internet looking
for healthcare information, with almost 3/4s
having done so in the last month.

GENERAL HEALTHCARE WEBSITES
ONLINE HEALTH FORUMS
HEALTH COMMUNITY WEBSITES
DISEASE WEBSITES
CLINICAL WEBSITES
PHARMACEUTICAL WEBSITES
WIKIS
E-NEWSLETTER
FACEBOOK
%
0 25 50 75 100
HEALTH INFORMATION SOURCES EVER USED
(Philippines)
25%

PHILIPPINES
CHINA
KOREA
MALAYSIA
SINGAPORE
TAIWAN
AVERAGE
%
0 25 50 75 100
USE OF FACEBOOK FOR HEALTH INFORMATION

Internet Access
from Tom Ferguson, MD & the e-Patients Scholars Working Group (2007)
“e-patients: how they can help us heal healthcare”
The
Well
every
few
months
The
Acutes
everyday
The
Chronics
several
times a
month
Image by iwd
http://www.sxc.hu/photo/1129780
60-
65%
5-

6%
30-
35%1 32

Accepting Informed Involved In control
Doctor-
dependent &
uninformed
Doctor-
dependent
but informed
Junior
medical
partners
Autonomous
patients
Rarely go
online for
health
information
Go online
before or
after MD visit
Prefer to
make joint
decisions but
defer to MD
Make their
own decision
even if MD
disagrees
From Von Knoop at al of Boston Consulting Group (2003)
“Vital Signs: e-Health in the United States
1 32 4
Image by iwd
http://www.sxc.hu/photo/1129780

e-patient & Empowerment
From Von Knoop at al of Boston Consulting Group (2003)
“Vital Signs: e-Health in the United States
Accepting
Informed
Involved
In control
Severity of
Condition
Attitude Toward Physician
High
Moderate
Low
Godlike Partner Supplier

“Paradoxically, a patient’s interest in knowledge
may not always accompany an interest
in the medical decision making process.”
Gerber & Eiser, Journal of Medical Internet Research 2001
Image by nightRPstar
http://www.ﬂickr.com/photos/ninjanoodles/1586212326/

WHY DOES SELF-DIAGNOSIS ANNOY DOCTORS?
http://www.endocrine-witch.net/2015/07/05/why-does-self-diagnosis-annoy-doctors/
#Bloggys2015 Blog Post of the Year

https://www.techmalak.com/facebook-getting-healthcare/#.Wz8aw6l9jsE

www.massmed.org
Emergence of
physician review sites
2

www.pwchealth.com
People are looking at health-related consumer
reviews on social media. (US data)

17% of consumers who use social media for
health-related activities post reviews of
doctors. (US data)
www.pwchealth.com

Likelihood of sharing health experiences via social
media about a speciﬁc doctor, nurse or healthcare
provider: positive (42%) vs negative (35%) [US data]
www.pwchealth.com

www.pwchealth.com
Likelihood of information
found via social media
affects decision to
seek second opinion
from another MD: 45%
choose speciﬁc doctor:
41% [US data]

www.massmed.org
Social media-driven
marketing initiatives
3

https://www.patientpop.com/blog/marketing/content-social-
media-marketing/5-doctors-killing-social-media-right-now/
Prospective patients will get a glimpse of who you are before
even stepping foot through your practice doors.

DOK BRU #PARASABAYAN
www.dokbru.endocrine-witch.net

Ethical
Considerations
Impact of
Social Media on
Medical Practice
Managing your
Social Media
Presence

THE BEST WAY TO CONTROL WHAT KINDS OF
INFORMATION OTHERS WILL FIND ABOUT US
ONLINE IS TO PROVIDE QUALITY CONTENT
AND CREATE WELL-DESIGNED
PROFILES OURSELVES.
“
Bertalan Mesko, Social Media in Clinical Practice

Dr. Kevin Pho
Physician Branding on Social Media

Header
Picture
Proﬁle InformationTwitter handle

MD
Hashtags
Website
Disclaimer
@endocrine_witch

SLIDESHARE.NET/ISIPTANCreative Commons license
Share Alike, Attribution Required, Noncommercial

THE ENDOCRINE WITCHBrewing Informatics, Endocrinology & Everything Else
www.endocrine-witch.net

Improving patient interaction with general Q & A
type conversations
WAYS PHYSICIANS CAN USE SOCIAL MEDIA
Matthews K (2017). http://www.physicianspractice.com/marketing/5-ways-physicians-can-use-social-media

Communicate availability (ofﬁce hours, contact number)

Promote new research or relevant information

Educating patients and future patients

SOCIAL MEDIA IS
LIKE A CROWDED
ELEVATOR.
Others can easily
overhear conversations
without the benefit
of context.
Grotty B & Mostaghimi A. Confidentiality
in the Digital Age. BMJ 2014;348:g2943

WWW.HEALTHXPH.NET/MANIFESTO
A public verbal declaration of the intentions, motives or views

www.healthxph.net/manifesto
I will conduct myself in a
manner worthy of my
profession, even online.
I will not use online
platforms to rant or bash
patients and healthcare
professionals.
#HEALTHXPH

I will ensure that the
information I post, like or
share is accurate.
#HEALTHXPH

I will prioritize the
promotion and
advancement of health
rather than of medical
products.
#HEALTHXPH

I will refrain from posting
information online that
will compromise
patient confidentiality
and privacy.
#HEALTHXPH

I will value the patient’s
dignity & privacy by not
taking selﬁes, grouﬁes or
videos during encounters
with patients that include
patients’ body parts,
surgical specimens or that
show patients in the
background without their
consent.
#HEALTHXPH

Don’t lie. Don’t pry.
Don’t cheat. Can’t delete.
Don’t steal. Don’t reveal.
A 12-word Social Media Policy
Farris Timimi, Mayo Clinic Center for Social Media
If it’s on the Internet, it isn’t private by DonkeyHotey,
https://ﬂic.kr/p/9RYZvc

Maintain appropriate boundaries of the patient-
physician relationship in accordance with professional
ethical guidelines just as they would in any other
context.
https://www.wma.net/policies-post/wma-statement-on-the-professional-and-ethical-use-of-social-media/

Study carefully and understand the privacy provisions
of social networking sites, bearing in mind their
limitations.

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.
www.google.com/alerts
GOOGLE YOURSELF!

Consider the intended audience and assess whether
it is technically feasible to restrict access to the
content to pre-deﬁned individuals or groups.

Ensure that no identiﬁable patient information be
posted in any social media by their physician.

Draw the attention of medical students and physicians
to the fact that online posting may contribute also to
the public perception of the profession.

Bring their concerns to a colleague when observing
his or her clearly inappropriate behavior. Physicians
should report the conduct to appropriate authorities.

Establish norms for interaction.
Chretien & Kind. Circulation 2013;127:1413-1421

Be honest in all
professional interactions.

Disclose conflict of interest.

Before you post a photo of a patient on
Facebook …
Parsi K & Elsler N. AMA J Ethics 2015;17(11):1009-1018

Dr. Bryan Vartabedian
We can’t value what we don’t
understand. And we’ll only
understand what something can
offer by poking at it and trying it in
different ways. The world is
increasingly networked. And when
you find the right place to connect,
share and create, you’re likely to
find value.
“

Social media & Medical Practice

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