This document provides an overview of a presentation on using social media for diabetes. It includes: 1) An agenda for the presentation that covers introductions, presentations, breakout sessions, and Q&A. 2) Biographies of the presenters, Amy Tenderich and Manny Hernandez, who are diabetes advocates and social media experts. 3) A discussion of the value of social media and technology for diabetes care and management. Research is accumulating that social media can help improve outcomes. 4) Guidance on developing a social media strategy and engaging ethically and legally online as a diabetes educator or provider. Concerns around patient privacy, confidentiality and representing your employer must be addressed

1. Social Media
for Diabetes:
Step Up
to the
Genius Bar

2. To Patti Geil, RD, CDE, AADE 2013
Annual Meeting Chair!
http://www.flickr.com/photos/jenosaur/4051305996/

3. Schedule
• 1:00 – Introduction
• 1:15 – Presentation
• 2:30 – Break, table assignments
• 2:45 – Genius Bar - this is you!
• 4:00 – Up and Coming
• 4:15 – Q&A

4. Amy Tenderich
Editor-in-Chief of DiabetesMine.com
www.diabetesmine.com
One of the world’s Top 20 Health
Blogs
Diabetes advocate, Book author
@DiabetesMine
@AmyDBMine
Facebook.com/DiabetesMine

6. Welcome!
• Twitter Hashtag
– #AADE13GENIUS
• So… Why Are You Here?

7. What Are Your
Social Media Goals?

8. Three Social Media “Buckets”
– Patient Social Media (to support your patients) -
what are patientsdoing online and why
does it matter?
Your Provider SM Presence - engaging with your
patients online
Professional Development - your online
reputation/resume/peer
networking/business opportunities
–
–

9. Technology Adds Value!
• More Tools to Succeed
• Access to a Wealth of Data
= More Proactive Diabetes Care…
for you and your patients!

10. Manny Hernandez
Diabetes Advocate
President, Diabetes Hands Foundation
www.DiabetesHandsFoundation.org
Social Strategy Consultant
@askmanny @diabetesHF

11. STATE OF THE UNION

12. offering, getting support

13. http://epatientdave.com/2012/10/18/see-you-in-the-library.-yes-that-library
increasing
knowledge

14. making a difference
http://bigbluetest.org

15. 25.8
0
5
10
15
20
25
30
1997 2002 2007 2012
Millions of people (Dx with
diabetes) in the US
http://www.diabetes.org/for-media/2013/annual-costs-of-diabetes-2013.html
http://www.cdc.gov/media/pressrel/2010/r101022.html
“2050: 1 in 3
US adults
could have
diabetes”

16. Cost of diabetes in the US
$245
$0
$50
$100
$150
$200
$250
$300
1997 2002 2007 2012
US$ Billions $245 billion
= GDP (2012)
= Combined
revenue
(2012)
http://www.diabetes.org/for-media/2013/annual-costs-of-diabetes-2013.html

17. People on Facebook
who “like” diabetes mellitus
230,000
2,416,060
in the US alone!
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
Likes
2011
2013

18. Registered members
in 3 online communities
+66%
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
Members (DiabetesDaily.com, TuDiabetes.org, EsTuDiabetes.org)
2011
2013

19. Participants in Diabetes Blog Week
+48%
0
50
100
150
200
250
Blogs
2010
2013

21. Last 12 months: a crowdsourced view
• #DSMA goes international:
–#GBDOC: Wednesdays, 9pm GMT
–#OzDOC: Tuesday 8.30 AEDT
http://www.tudiabetes.org/profiles/blogs/the-state-of-the-diabetes-union

22. Last 12 months: a crowdsourced view
• Google Hangout enabled:
– 60+ Live Interviews on TuDiabetes/EsTuDiabetes
– Diabetes Hope Conference
http://www.tudiabetes.org/profiles/blogs/the-state-of-the-diabetes-union

23. Last 12 months: a crowdsourced view
• DOC still disproportionately T1D
– We need to find ways of being more inclusive and
supportive of the majority of PWD who have T2.
– The Type 2 Experience:
• http://thetype2experience.com/
http://www.tudiabetes.org/profiles/blogs/the-state-of-the-diabetes-union

24. Last 12 months: a crowdsourced view
• Self correction is key:
– To earn respect from medical professionals
– To address misinformation from patients
– To identify and reject quackery
http://diabetesadvocates.org

26. Website: hopewarshaw.com
Facebook(like): eathealthylivewell
Twitter: @hopewarshaw
Blog: hopewarshaw.com/blog

27. PATIENTS AND SOCIAL MEDIA: THE
RESEARCH

28. “Humans have fundamental need for
support and social connections.”
Edwin Fisher, PhD, Global Director,
Professor UNC School of Public Health
peersforprogress.org

29. Value of Online e-patient Communities
• Concepts IDed by PWD and HCPs fit broadly within
definition of peer support.1
• Plus…
– Ongoing social and emotional support
– Feeling supported, giving support
– Self reflection
– Connection and interaction with peers
– Sense of community
1. Gilbert, K., Dodson, S., Gill, M. & McKenzie, R. Online communities are valued by people with type 1 diabetes for peer support: How
well do health professionals understand this? Diabetes Spectrum. 2012;25(3), 180-191.

30. Is There Proof (aka research) Social Media
Improves Outcomes?
When PWD Engage in Social
Media do they:
• Have better metabolic control?
• Experience fewer acute, chronic
complications?
• Feel more supported? Less isolated?
• Experience less depression and more
emotional wellbeing? http://www.npr.org/blogs/health/2012/12/03/16624
1115/social-media-helps-diabetes-patients-and-
drugmakers-connect (12/3/12)
Jury is still out, but research is being
conducted and is accumulating.

31. We’ve Entered Era of e-patient
• Definition electronic patient:
– Patients/caregivers equipped, enabled, empowered, and
engaged in their health care due to availability of Internet
health info: “Internet has revolutionized
communication, access to information, and knowledge…
[An] outcome…is democratization of health knowledge:
removing it from the sole purview of clinicians to the shared
purview of consumers.”
– “Peer-to-peer healthcare is a way for people to do what they
have always done – lend a hand, lend an ear, lend advice –
but at internet speed and at internet scale.”1
– ACA IDs patient engagement as an integral component of
quality in ACOs and PCMH2,3
1. Fox, Susannah. “Medicine 2.0: Peer-to-peer healthcare.” www.pewinternet.org/. 18 Sept. 2011. Web. 10 Apr. 2012.
2. James J: Patient engagement. Health Affairs. 2013 (February). http://www.healthaffairs.org/healthpolicybriefs/brief.php?brief_id=86
(Summary of findings from February 2013 issue of Health Affairs.)
3. U.S. Department of Health and Human Services. Affordable Care Act to improve quality of care for people with Medicare. 2011. Available
at: http://www.hhs.gov/news/press/2011pres/03/20110331a.html.)

32. Areas of e-patient Research:
General, Diabetes-specific
Two buckets:
• e-patient/PWD to e-patient/PWD
– Informal: Ex
diabeticconnect.com, Twitter/Twitter
chats
– Formal: peer support program
• e-patient/PWD to HCP
– Individual’s HCPs (using technology)
– HCP as online coach for program
– General HCP content expert online

33. A Bit of Research IS Published
• Patients made more informed
treatment decisions, managed
symptoms more effectively, and coped
with side effects of treatments by
participating in the patientslikeme.com
website.1
• Participating in an online support group
resulted in improvements in medical
decision making, personal
empowerment, and positive behavioral
outcomes.2
1. Wicks P, Massagli M, Frost J, et al. Sharing health data for better outcomes on PatientsLikeMe. J Med Internet Res
2008;12(2). Available at: http://www.jmir.org/2010/2/e19/.
2. Barak A, Boniel-Nissim M, Suler J. Fostering empowerment in online support groups. Computers in Human Behavior
2008; 24:1867-83.

34. Further Research on e-patient
“A newly developing partnership may open the doors to a
broader concept of wisdom as well, one in which the patient is
not simply a consumer of the clinician’s wisdom but in which
collective wisdom is enhanced by an exchange of knowledge.
Further study on both the safety and quality of the e-patient
experience is needed, as well as evidence of improved health
outcomes resulting from e-patient engagement.”1
1. Gee PM, Greenwood D. et al. Exploration of the e-patient phenomenon in nursing informatics. Nursing Outlook. 2012; 60(4).
AADE Session: The e-Patient Revolution, Personal Health Records
and Diabetes Self-Management Support, Deborah Greenwood
and Perry Gee, Date: Wednesday, 2:00 PM - 3:30 PM, Rm: 118

35. DIABETES SOCIAL MEDIA:
PROFESSIONAL DEVELOPMENT

36. Develop Your Profession or Practice Online
• Learn
• Connect
• Share
and Grow…

37. Learn Online…
Skills, Knowledge:
Webinars/lectures-a-plenty
• free or fee, realtime or on
demand, CE or non CE)
– Associations: AADE, DCE, SurroundHealth
– Corporate or Trade association sponsored
– Interviews: diabetesmedtalk

38. Connect and Share Online…
• Member-based organizations:
– AADE: myAADEnetwork, member blogs
– DCE list serv
• Diabetes/HCP professional communities:
– PRESENTdiabetes.com (eTalk)
• Social media:
– Twitter (Wed night RDchat) (@AADEdiabetes)
– Facebook with colleagues, associations
– LinkedIn with individuals, join groups
– Google+

39. Tool/Handout:
Connect YOUR Clients to the DOC
Web version with links, downloadable/printable version
available at: http://www.hopewarshaw.com/connectdiabetes

40. Grow…Practice, Business, Career Online
• Promote your practice, org
• Promote, sell your products
• Seek career opportunities

41. ENGAGEMENT GUIDELINES:
DO’S & DON’TS

42. David Edelman
Co-Founder, Diabetes Daily
diabetesdaily.com
facebook.com/diabetesdaily
Email Me!
david@diabetesdaily.com

43. #1: Focus on Your Goal

44. #2: Be Authentic
• Use your name
• Use your face, not a logo
• Speak colloquially, not like a newspaper or journal
• Smile

45. #3: Observe Before Participating

46. #4: Don’t Be Boring!

47. #5: Get Smart About Self-Promotion
• Be a giver, not a taker
• People like to promote those who promote
them.
• Links, retweets, and kind words are
inexpensive but enormously valuable.
Everyone up here has groomed supporters by
helping their peers become successful.

49. #6: Be Consistent
• Post often, but not too often.
• Use auto-scheduling tools like Hootsuite
(Twitter/Facebook/Google+), Scheduled Posts
(WordPress), Facebook Scheduled Posts to
improve consistency.
“Consistency is far better than
rare moments of greatness”
- Scott Ginsberg, Author

50. #7: Learn What Works
• How Tos
• Top 10 Lists
• Motivational quotes
• Affirmations
• Little known facts
• Highlighting Heroes
• Good v Evil

52. #8: Respect Ownership
• Always give credit to the source of your ideas.
• Don’t quote more than 2 or 3 paragraphs
without making it a new work through
significant commentary. This is the
respectful, moral and legal approach.
1. Quote a paragraph
2. Add your own commentary
3. Return to Step 1

53. #9: Save Time, Re-Purpose Content
• Write a great article with 10 steps to better
diabetes management? Each step can become a
Facebook post or tweet.
• Always be on the look out for
facts, anecdotes and experiences
that excite you. Jot down notes
and quickly add to your schedule
post queue.

54. #10: Monitor What
People Say About You
• Use Google Alerts to get emailed when
someone writes about you or one of your
social media channels.
– Thank those that promote you.
– Intervene when someone says something
inaccurate.
– Get insight into how people view you online.

55. #11: Experiment... And Learn!

56. DE’S USING SOCIAL MEDIA

57. Build Your Program/Practice
• Kit McKinney, RD, CDE
• G.E.T. Diabetes Education, LLC
East TX
• Why?
– Gets biz name out
– Broad reach, nearly no cost
– Quick, easy, do in my “spare time”
– Fits demographics of my clients
(older), they use Facebook

58. Promote Products and Services
• Gary Scheiner, MS, CDE (aka
Diabetes Educator of 2013)
• Integrated Diabetes Services
Wynnewood, PA
• Business
owner, consulting, entrepreneur
• Why?
– Learn: stay abreast of research and
technology happenings
– Engage clients: more are web savvy and turn
to Internet for info
– Provide: be a resource for
accurate/appropriate info
– Market: supply content to blogs and websites
to increase exposure, credibility and extend
reach beyond your zip code

59. Conduct Research
• Michelle Litchman, NP
– Clinician, Salt Lake City, UT
• Why?
– Social media enthusiast and e-
patient supporter
– Working on PhD in Nursing
• Thesis:“A Multidimensional Analysis of
Peer-to-Peer Health and
Apomediation Theory in a Diabetes
Online Community”

60. Be Entrepreneurial
• Jill Weisenberger, RD, CDE
• Jill Weisenberger Health
Communications, LLC
• Freelance
writer, author, consultant, entr
epreneur
• Why?
• Build reputation, professional brand
• Promote accurate diabetes/
nutrition info
• Be an advocate for PWD

61. ETHICAL AND LEGAL ISSUES

62. Your Institution/Employer?
WHOA, NO or GO?
• We asked: If you work for an
institution or employer, do they
have concerns about you/your
program engaging in social media?
– If Yes, concerns/hurdles?
• Patient Privacy, confidentiality -
HIPPA
• Risks for the institution/employer
• Too time consuming for the ROI
• Lack of resources (human or
material)
• You responded:
– YES, Patient Privacy, confidentiality - HIPPA

63. Mayo Clinic’s 12 Word Social Media Policy
Don’t Lie, Don’t Pry,
Don’t Cheat, Can’t Delete
Don’t Steal, Don’t Reveal

64. Should You Have Ethical
and Legal Concerns
about Engaging in
Social Media?
Should these STOP YOU
from engaging?

65. Who Has Weighed In?*
http://womma.org
www.ncsbn.org
*See handout with references

66. Ethical & Legal Guidance*
• Look to your professional associations’ code of ethics
– general, specific to social media
• Act ethically and within legal bounds of professional
practice
– Share research-based content only
– Don’t plagiarize without attribution
– Don’t “air dirty laundry” about fellow
HCPs, associations
• Be transparent/disclose
endorsements, sponsorship, advertising
– Follow professional association, FTC, other guidance
• Respect people’s/patient’s
privacy, confidentiality, think HIPPA
– Don’t share: info about patients, encounters; no
disparaging remarks; no photos with patients
*See handout with references

67. Codes and Badges for
Ethical Practice in Social Media to Display
http://www.rds4disclosure.org/
http://www.hon.ch/med.html
(Health on the Net Foundation)
http://www.blogwithintegrity.com/

68. Proceed with Caution and
Stay Up-to-Date on Rules of
Engagement

69. Get Help and Learn More
• Challenge = TIME!!! (Time = $$$)
– to learn, to do
• Advice:
– Start with 1 platform that best fits
needs, goals, resources (time, money)
– Jump in, gain confidence and mastery
• Get a geek to teach or do
– Intern or new grad in your profession, social media or
computer training program
– Teenager/20-something – yours, neighbor, friend’s
• Learn skills online:
– http://www.lynda.com/
– Others?

71. UP AND COMING…

72. Platforms to Watch
• Pinterest – huge online “Pinboard”
• Instagram – photo twitter
service, acquired by Facebook
April 2012
• Twitter Vine – share bitesize video, 6 sec
max
• Google+ – social networking via
“circles”

73. Visual, Addictive…

74. Pinterest

78. • Add info here

80. Mobile Everything

81. CONNECTING VIA APPS

82. Diabetes Logging/Coaching Apps
+

83. Learning Apps

84. Lifestyle Apps
MyFitnessPal
Lose It!

85. Action > Rewards!
• 4x/day logbook
• Motivation, education
• Cash for iTunes!

86. KEEPING UP?

87. How to Keep Up…
1. Remain calm
2. Listen, listen, listen
3. Search and ask
4. Make changes incrementally

88. Search the Web for “How-To’s”
• Google terms like “tools” and “tutorial”
• Medscape has a Social Media Primer for HC
Professionals
• On YOUTUBE:
– HootSuite Beginners Tutorial
– Top Twitter Tools Exposed
& Explained at Lightning Speed!

89. Future Trends

90. “Social Technology Powered Care”
• Apps that check in with patients
• Shared medical records accessible from anywhere
• Virtual “meeting places” for patients & providers

91. New Business Models?

92. Social Media >> Collaborative Care
• Increased reach & impact (remote areas, from
home)
• Easy shared access to latest clinical guidelines
& research
• Better communication/ coordination:
Interface with family members, other
providers

93. Further Reading
• “Is There a Role for Social Technologies in
Collaborative Healthcare?”
(American Psychological Association, 2011)
• “Social Media ‘Likes’ Healthcare: From
Marketing to Social Business”
(PwC Health Research Institute, 2012)

94. Assess Your Own Realistic Goals
Three simple questions:
• What do you hope to achieve with social media?
– Priorities?
• How much time do you want to/can you commit?
– Per day, week, month?
– Think when?
• What’s your timeframe?
– Specific to each goal?

95. Q&A (AND THANK YOU!!)