A presentation given at Royal Prince Alfred Hospital Nursing & Midwifery Grand Round, 2 Aug 2012

1. Social Media and the Carolyn Der Vartanian
Healthcare Program Leader, Blood Watch
Clinical Excellence Commission
Professional: it’s @carolyndv
more than what you
ate for breakfast!

2. What is Social Media?

4. “Social media is the democratisation of
knowledge and information and transforming
readers from content consumers to content
producers. It is the shift from a broadcast
mechanism, one- to-many, to a many-to-many
model, rooted in conversations between
authors, people and peers.” Brian Solis

5. The world as we knew it! Content Consumers
Event OBSERVERS
RESEARCH
JOURNALIST
PAPER
PEER REVIEW
STORY
PUBLICATION
PUBLICATION READERSHIP
READERSHIP

6. Today: Content Creators
Observer Observer
Observer
Observer

7. Key Themes
 SM is changing our habits but not who we are
 “Social Media *represents+ a fundamental
shift in the dynamics of conversations
enabled by new technologies” Craig Lefebvre
 Power of Social Media -‘Reach and Engage’
rather than ‘Attract & Join’
 ‘Social’ doesn't mean what you ate for
breakfast!

8. Busting Myths!
 Social media limits human interaction.
 Social media is not for doctors & nurses- we
prefer face-to-face.
 Social media will force me to sit at my desk
longer.
 Social media is for social stuff- not work!
 I don’t need to learn a new technology- email
is enough!

9. Barriers
What I’m not going to talk about today:
 Risks – personal and professional
 Privacy – yours/ours
 Confidentiality – patient-doctor, client-
healthcare provider.
 Resources Royal College of Nursing Australia
http://www.rcna.org.au/wcm/Images/RCNA_website/Files%20for%2
0upload%20and%20link/rcna_social_media_guidelines_for_nurses.p
df
 Australian Medical Association: Guidelines for Health Professionals
http://ama.com.au/socialmedia

10. How do/can clinicians use Social Media?
 To treat – using social technologies as a means of
providing direct patient care.
 To teach - using social technologies as a means of
providing a credible opinion and review of
breaking medical news and reports for the public.
 To learn - using social technologies as a means of
supporting their own life-long learning – providing
a learning and decision-making resource based on
the collective knowledge of their own ‘network’.
Brian McGowan

11. The Mayo Clinic Centre for Social
Media
 Launched June 2010
 8 staff, 3 campuses, $1mio
investment,
 Various channels are used to
feed off each other and enhance
the messages.
 Internal advisory group: Head of
PR, Medicine, Operations, Head
of Nursing, IT and Information
Mgtm, social media experts,
legal representation.

12.  You Tube channel – up to 5000 visits a week
 Over 200,000 “followers” on Twitter
 Active Facebook page 53,000 connections
 Dozens of blogs: Sharing Mayo Clinic, News blog,
Mayo Clinic Diet, Alzheimers etc.
 Hundreds of Podcasts
 NEW: Mayo specific on-line social network platform
for patients
 Syndicated radio show re health news
 “Insider” (staff) newsletter/blog
 PLUS: Regular PR, Advertising, Events etc.

13. Using YouTube to Prepare Patients
Your first prosthodontics visit
Your first prosthodontics visit
Link: http://www.youtube.com/watch?v=1eMQPZw9lmA

14. Connecting to ‘Blood’ in Social Media
Twitter Follows (Twitter handles)
@BloodManagement
@redcrossbloodau @SABM
@ASH_hematology @iTransfuse
@bloodbankguy @carolyndv
@ISBTCO @AABB @SympOncology

16. #Hashtag – the glue for linking topics
Twitter Hashtags: #Transfusion
#BloodTransfusion #Hematology
#Hematologist #Leukemia #Pathology
#Pathologist #cryogroup #hemophilia
#HemoAM #oncochat #heartsurgery

18. F A C E B O O K

19. Blogs – looking outside your circle

21. You Tube – searches, channels

22. Social Media for Health Care
Professionals
 Research Dissemination
 Education
 Networking and Collaboration
 Patient Information & Care
 Mobile Health (mHealth)

23. Research & Social Media: dissemination,
recruitment, meetings.
 ‘Social media is slowly infiltrating the ivory
tower!’
 Knowledge identification: tapping into your networks-
what are they reading/ reviewing? Social bookmarking
 Research dissemination: blogs, tweets, video
 Recruitment- ‘crowdsourcing’ e.g. Mayo Clinic – SCAD
lead to research. Open Access peer-reviewed journals e.g.
PLoS One – ability to make comments, measure of impact
 Research collaboration – Wiki’s, Google Docs, Drop Box
etc.

25. Social Media & Education
 SlideShare – presentations & feedback
 You Tube- procedures, grand rounds,
information – not just viewing video but
sharing, commenting, linking...
 Twitter – capacity to support learning, build
on conversations outside of tutorial or
meeting, #ndpph
 Podcasts – listen on the go, when it suits
you.

27. Networking & Collaboration
 LinkedIn – professional profile, professional
groups
 Twitter – personal & professional tweeting
 Conference tweeting – additional interaction,
networking
 Blogs- Life in The Fast Lane, Resus.Me, Kevin.MD
 Wiki’s, Google.Docs, DropBox (store&share files)
 Skype (person to person phone/video, screen
sharing, group conferences); GoToMeeting,
WebEx (web conferences, on-line presentations)

28. Patients and Social Media
 They’re already there! Talking, posting,
sharing, reviewing.
 Facebook- pages, communities, support groups, public
health campaigns (MedicineWise & Organ Donation on
FB)
 Blogs- 1000’s- disease related, treatment related,
alternative-views related- e.g. Anti-vaccine
 Tweeting about health service providers and the care
they receive – every hospital, every service.
 After-hours connection- particularly useful for mental
health services, younger people’s health services
 Great way to analyse user perceptions – what are
people saying about us? ALSO…understanding the
patients’ journey more holistically.

29. Where to next?
Tip of the iceberg!
• Need for multiple channels of communication
and engagement
• Change the way we think about education,
knowledge dissemination, research and patient
education- beyond the Grand Round!
• Get active- BE SAFE and Professional!

30. Coming Up!
 World Sepsis Day TweetUp!
 When? 13th September. Time: to be announced
 How? JOIN Twitter
 Search the Hashtag #Sepsis12 & SAVE
 On the day= join in the conversation via Twitter and use the # in all your
tweets
 More info : @sepsis_kills or #sepsis or @carolyndv
 Webinar – 3rd October – ISQua Knowledge
Portal
 Join on-line at 10:00am on October 3rd.
 British Columbia Patient Safety & Quality Council Social Media Strategy
 Follow #HCSMANZ for more info about Social Media in Health