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Innovative Framework for Social Media Engagement
(or Factors Influencing the Adoption and Use of Social Media by Physicians)
Presented by:
Brian S. McGowan, PhD@briansmcgowan
www.SOCIALQI.com
*** Author of the forthcoming fall 2012 release of: *** #SOCIALQI: Simple Solutions for Improving Your Healthcare
June 19th, 2012
Inconsistent Data of Docs ‘Using’ SoMe
2% Twitter 4% Facebook
Sermo 2010
PeerView 2010 MCM 2010; unpublished
Do you use ____ professionally?
(n~300) American College of Surgeons 2010: http://bit.ly/e5PiaP
Do you ‘have a Facebook account’?
Have you ever ‘used’ Twitter?
Do you ‘use’ YouTube?
Have you ever participated in an online health blog?
64% YES 36% NO
20% YES 80% NO
82% YES 18% NO
35% YES 65% NO
* ACS has a YouTube Channel
Misleading Data of Docs ‘Using’ SoMe
!!%*&^## Data of Docs Using SoMe
Sept.2011
(even more) Data of Docs Using SoMe
Blogging RSS Feeds Widgets Podcasts Email w/ Patients Social Networking Sites
Mobile Internet Access
0%
25%
50%
75%
100%
13%19% 22%
41%49%
59%
81%
"Have you done X within the last 6 months"
Cooper CP. doi:10.1136/amiajnl-2011-000628
@briansmcgowanJune 19th, 2012
How comfortable are you that you understand HOW
physicians are using social media?
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.
Defining ‘Meaningful Use’Hypothesis:There are 3 ways that HCPs ‘use’ social media:
1. To practice – treating patients2. To promote public health messaging (& promotion)3. To learn – sharing of medical information/knowledge
Patient CarePromote
Public Health Share &
Learn
Bucket 1 Bucket 2 Bucket 3
Defining ‘Meaningful Use’
TO TREAT
TOTEACH
TO
LEARN
Bucket 1
Bucket 2
Bucket 3
Care
Info
Info
Defining ‘Sharing Medical Information’
• The exchange of information, advice, ideas, reports and scientific discoveries with other in the medical community.
• A focus on life-long learning and practice improvement
Share &
Learn
Bucket 3
Authors and Collaborators
Robert S. Miller, MD, FACPClinical AssociateSidney Kimmel Comprehensive Cancer Center at Johns HopkinsOncology Medical Information OfficerJohns Hopkins University School of Medicine
Bryan Vartabedian, MD, FAAPAssistant Professor of Pediatrics Baylor College of Medicine
Molly Wasko, PhDAssociate Professor and ChairUniversity of Alabama at Birmingham School of Business
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
Perceived Ease of Use
External FactorsAttitude
Perceived Usefulness
Behavior Intention to Use Technology Use
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
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
Survey Sample Demographics
Demographic Characteristics Oncologyn = 186
Primary Care n = 299
Degree MD/DO 100% 100%
Years since graduation from medical schoolMean/St. dev. 24 years/10 24 years/9
Percent Male 75% 72%
Patients seen per weekMean/St.dev. 100 patients/56 124 patients/73
Practice Location UrbanSuburban
Rural
47%44%9%
23%60%17%
Practice Setting Solo Practice Group Practice Medical School
Non-Government Hospital
12%68%9%5%
34%60%1%3%
Major professional activity Direct patient care 97% 98%
Physician Adoption and Use of Social Media to Share Medical Knowledge with Other Physicians
Physician Adoption and Use of Social Media to Share Medical Knowledge with Other Physicians
eMai
l
Doc-
only
Co
mm
uniti
es
Texti
ng
Mob
ile A
pps
iTun
es
Wik
is
YouT
ube
Face
book
Podc
astin
g
Blog
s
Linke
dIn
Twitt
er
RSS
Feed
s
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Unaware
Will Never Use
Current User
@briansmcgowanJune 19th, 2012
How comfortable are you that you understand WHY
physicians are ‘using’ social media?
Physician attitudes towards using social media
20%
22%
18%
47%
45%
49%
33%
33%
33%
0% 20% 40% 60% 80% 100%
All respondents
Oncologists
Primary Care Physicians
Waste of time Neutral Essential use of time
Physician attitudes towards using social media
21%
23%
19%
47%
45%
49%
32%
33%
32%
0% 20% 40% 60% 80% 100%
All respondents
Oncologists
Primary Care Physicians
Risky Neutral Benefic ial
Physician attitudes towards using social media
15%
18%
14%
49%
50%
49%
36%
33%
38%
0% 20% 40% 60% 80% 100%
All respondents
Oncologists
Primary Care Physicians
Boring Neutral Engaging
Physician attitudes towards using social media
20%
23%
18%
44%
45%
43%
37%
32%
39%
0% 20% 40% 60% 80% 100%
All respondents
Oncologists
Primary Care Physicians
Bad way to get info Neutral Good way to get info
Physician attitudes towards using social media
18%
20%
17%
51%
52%
50%
31%
28%
32%
0% 20% 40% 60% 80% 100%
All respondents
Oncologists
Primary Care Physicians
Low quality Neutral High quality
Benefits of primary care physicians using social media
6%
7%
7%
6%
7%
11%
9%
13%
11%
8%
8%
9%
11%
5%
6%
18%
20%
23%
17%
17%
26%
24%
19%
28%
29%
24%
23%
20%
22%
22%
7%
7%
6%
10%
10%
0% 20% 40% 60% 80% 100%
Using Social Media enables me toaccomplish job tasks more effectively
Using Social Media improvesmy job performance
Using Social Media increasesmy job productivity
Using Social Media enables meto care for patients more effectively
Using Social Media helps improvethe quality of my patient care
Strongly Disagree Disagree Somewhat DisagreeNeither Agree or Disagree Somewhat Agree AgreeStrongly Agree
Ease of use - Primary Care Physicians
6%
6%
4%
11%
12%
13%
14%
14%
15%
21%
23%
21%
31%
30%
32%
13%
11%
12%
0% 20% 40% 60% 80% 100%
Learning to use social media was easy for me
It was easy for me to become skillfull at using social media
I find social media easy to use
Strongly Disagree Disagree Somewhat DisagreeNeither Agree or Disagree Somewhat Agree AgreeStrongly Agree n = 299
Advancing the Community – Primary Care Physicians
16%
10%
7%
29%
29%
23%
36%
39%
39%
15%
19%
28%
0% 20% 40% 60% 80% 100%
I feel that it is important to help others to advance the professional community
It’s important to help my professional community succeed
When people share knowledge, the entire professional community benefits
Strongly Disagree Disagree Somewhat DisagreeNeither Agree or Disagree Somewhat Agree AgreeStrongly Agree n= 299
Social Norming – Primary Care Physicians
8%
12%
11%
18%
18%
13%
13%
15%
13%
25%
27%
23%
28%
21%
23%
17%
16%
22%
18%
15%
14%
0% 20% 40% 60% 80% 100%
There is a strong physician community that Ican access using social media
There is a critical mass of other physiciansthat I can reach using social media
People in my profession who are important tome encourage the use of social media
People in my profession who have aninfluence on me encourage the use of social
media
Strongly Disagree Disagree Somewhat Disagree
Neither Agree or Disagree Somewhat Agree Agree
Strongly Agree n= 299
Innovativeness - Primary Care Physicians
10%
11%
8%
10%
8%
19%
17%
15%
16%
19%
11%
21%
12%
14%
21%
22%
25%
30%
23%
30%
20%
13%
17%
20%
12%
15%
9%
15%
14%
8%
0% 20% 40% 60% 80% 100%
I actively seek new ways to use socialmedia in my practice
I usually find out about new social mediaapplications earlier than others
In my area of medical expertise, I am regarded as being on the “cutting edge”
I improved and developed new techniquesin my area of medical expertise
I am dissatisfied with the existing ways toaccess information related to my medical
expertise
Strongly Disagree Disagree Somewhat Disagree
Neither Agree or Disagree Somewhat Agree Agree
Strongly Agree n= 299
Barriers – Primary Care Physicians
7%
5%
25%
14%
23%
16%
9%
22%
15%
18%
14%
15%
21%
18%
19%
17%
20%
16%
25%
22%
27%
20%
7%
18%
8%
16%
24%
8%
5%
7%
10%
0% 20% 40% 60% 80% 100%
The systems required to participate in social media are not readily available
I am too busy to participate in social media
I don't have time to learn how to use social media for professional purposes
I am concerned that using social media will consume too much time once I get started
I prefer using traditional sources of medical knowledge
Strongly Disagree Disagree Somewhat DisagreeNeither Agree or Disagree Somewhat Agree AgreeStrongly Agree n= 299
Five Next Steps
1. Focus on the ‘big movable middle’
2. Better understand what fed the various attitudes
3. Explore the barriers more meticulously
4. Objectively demonstrate the benefits of bucket 3 use
5. Insist on this level (or higher) rigor of data!!
Questions and Comments
Innovative Framework for Social Media Engagement
(or Factors Influencing the Adoption and Use of Social Media by Physicians)
Presented by:
Brian S. McGowan, PhD@briansmcgowan
www.SOCIALQI.com
*** Author of the forthcoming fall 2012 release of: *** #SOCIALQI: Simple Solutions for Improving Your Healthcare
June 19th, 2012