4. “ You don’t need to go any further, DrV. Just spell ‘eosinophil’ for me if you would”
5. Evolution of Social Health Now Information finds patients 2000’s Patients find each other 1990’s Patients find information Long ago Patients depend upon what they’re told
6. MD ’s Evolving Role MD Diagnostic imaging Predictive care Personalized care Empowered patient Crowdsourcing Unlimited info Payors PBMs Evidence-based care Technology Third Party Health 2.0
7.
8. The art of medicine becomes science Christensen C, Hwang J, Grossman J The Innovator’s Prescription , 2009, McGraw Hill Intuitive Precision
In the next 30 minutes I want to talk about doctors in social: where are they, what are they doing and where do I think this is all headed. Most importantly I want you to understand the state of the physician in social media. And through understanding this you ’ll hopefully have a better framework by which to fashion your approach to doctors. I want to learn from you as well. I ’ll have time for questions.
The good news is that I ’m not a social media consultant (you’re supposed to clap) This diagram shows how different professions rank with respect to trust. And as you can see I sit clearly to the left on this professional prism of trust by David Armano. Unlike many in the social health world my time is spent with patients and parents. I ’m fascinated by what I see happening around me and I enjoy writing about these observations from the intersection of social media and medicine.
And this raises an interesting question: Do physicians have an ethical obligation to be in the online space? If you look at the issue of vaccines and autism you ’ll find the search engines dominated by antivax zealots. There are 60,000 pediatricians in the AAP. If once a year every member posted a simple 500 word blog post we would handidly rule the search engines with the appropriate health information for parents trying to make decisions. Non-physician health activists rule the web only because we ’re not there.
To understand what ’s happening between doctors and patients I created this tower illustrating the evolution of social health. Long ago - For most of modern civilization patients just did as they were told. 90 ’s - Patients get access to information. Initially through links on websites and then ultimately through Google. Turn of the century - Patients get together. Now - Information finds patients/doctors. Why is this important? Doctors are being redefined. Our role is really changing. Interestingly most doctors are in the middle of this but don ’t really step back and see really how much our role is changing.
To understand physicians its important to start of by briefly discussing how their world is changing. I see 3 forces that are changing doctors: Technology - In the 19th century we treated symptoms, in the 20th century we treated diseases, in the 21st century we ’re preventing, preempting and personalizing disease. Technology such as diagnostic imaging and genomics are leaving us as purveyors and interpreters of information. Third party - Care is increasingly under administrative/centralized control through managed care and evidence-based initiatives. We ’re spending more and more time figuring out what we can and can’t do. Health 2.0 - For the better part of modern civilization the role of physician as healer has centered around the privileged access to information and knowledge. Patients can now do more on their own. They can take information and make judgements. They can share information and adjust based on the input of others. The physician encounter is evolving as a more narrowly defined element in an individuals quest to get better.
This each and every one of you want to
To understand physicians its important to start of by briefly discussing how their world is changing. I see 3 forces that are changing doctors: Technology - In the 19th century we treated symptoms, in the 20th century we treated diseases, in the 21st century we ’re preventing, preempting and personalizing disease. Technology such as diagnostic imaging and genomics are leaving us as purveyors and interpreters of information. Third party - Care is increasingly under administrative/centralized control through managed care and evidence-based initiatives. We ’re spending more and more time figuring out what we can and can’t do. Health 2.0 - For the better part of modern civilization the role of physician as healer has centered around the privileged access to information and knowledge. Patients can now do more on their own. They can take information and make judgements. They can share information and adjust based on the input of others. The physician encounter is evolving as a more narrowly defined element in an individuals quest to get better.
And this raises an interesting question: Do physicians have an ethical obligation to be in the online space? If you look at the issue of vaccines and autism you ’ll find the search engines dominated by antivax zealots. There are 60,000 pediatricians in the AAP. If once a year every member posted a simple 500 word blog post we would handidly rule the search engines with the appropriate health information for parents trying to make decisions. Non-physician health activists rule the web only because we ’re not there.
![The Physician Redefined ,[object Object],Bryan Vartabedian, MD FAAP Texas Children ’s Hospital / Baylor College of Medicine Twitter: @doctor_v Web: 33Charts.com](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)