A presentation by Richard G. Just, MD on May 3rd, 2011, titled: 'Physicians And Social Media: What Can Pharma Learn?' Conference: 'Social Media for Pharma'.

1. Social Media, One ‘Doctor as patient’ Experience, and The Beginnings of a practice legacy project Richard G. Just, MD Co-founder JustOncology.com May 3rd, 2011 5/2/2011 JustOncology.com

2. About Richard Just ‘@chemosabe1’ 36 year career in community oncology and hematology Senior Partner, and President of 5 office medical oncology practice in San Diego Diplomate, American Board of Internal Medicine, Medical Oncology and Hematology Associate Director of Research Network, Scripps Health, 6 year tenure. PI on numerous trials. Founded research group focused on Phase 1 trials. Chaired Palomar/Pomerado IRB for 22 years Early adopter of social media, albeit limited and supported by outsourced agency as mentor/guide Recent experience as patient with major cardiac surgery Focused on ‘legacy interests’ of what comes next in terms of family, career, and personal health concerns 5/2/2011 JustOncology.com

3. May you live in ‘interesting times…’ Traditional solo or small group practices under pressure (hospitals, payors, entrepreneurs, other medical groups buying independent physicians, due in part to HITECH incentives, ACO provisions expressed in Patient Protection and Affordable Care Act aka ‘Health Reform’) Where is it going, and at what rate (timeline, window)? What to do (many physicians exiting clinical medicine, or seeking employment)? 5/2/2011 JustOncology.com

4. The Incident 5/2/2011 JustOncology.com Unexpected severity of cardiac condition gets my attention Social media engagement limited via outsourced agency as proxy for group as well as myself (though later in the contract when ‘group interest’ waned) Health condition provided ‘new pair of glasses’ through which to look at, and experience the value proposition of ‘web 2.0’ tools Specific portal was CaringBridge.org Enabled efficient status reporting and engagement of families and friends

5. Implications First person experience as an ‘e-Patient’ Enabled familial (my wife and me) collaboration researching my condition, outcomes, available treatment option(s), and preferred surgical solutions (local and elsewhere) 5/2/2011 JustOncology.com

6. Further Applications 5/2/2011 JustOncology.com Listening to our audience Communicating Engaging the community Via ‘patient portals’ (email, telemedicine, e-perscribing, lab results reporting, personal health record (PHR) integration with practice electronic health record (EHR)

7. Further Applications - Continued 5/2/2011 JustOncology.com Pharma industry Patient perception an issue ‘Toe in the water’ of social media Mostly on sidelines like much of mainstream medicine Medical oncology a unique position relative to pharmaceuticals distribution (income v. expense)

8. Discussion Follow us on Twitter: @JustOncology @chemosabe1 @2healthguru @ACOwatch Temporary only: http://justoncology.wordpress.com Permanent: http://justoncology.com 5/2/2011 JustOncology.com

9. JustOncology.com 5/2/2011 JustOncology.com A call to writing Engaging a dormant yet mobilized passion A trusted source of ‘elder wisdom’ for those who lack institutional memory (may compress business cycle learning curve) via ‘a been there, done that perspective’, e.g., Accountable Care [Organization] conversation reminiscent of HMO and IPA ‘hysteria’ Measured sensible guidance likely to benefit current efforts to integrate care, improve quality, lower cost A life, health and ‘what matters’ focused publication Adding value to community via blog, Twitter, podcasting, newsletter and magazine publication participation