mayo clinic cvgr 10 21-16

©2015 MFMER | slide-1

The Value of Social Media in Academic Medicine: What are the Data?

R. Jay Widmer, MD/PhD

Off-site attendees may email comments to: [email protected]

OR use the hashtag #MayoCVGR

#Gersh


DISCLOSURENo relevant financial relationship(s) with industry

Presenter: R. Jay Widmer , M.D./Ph.D.

Cardiovascular Grand RoundsOctober 21, 2016

Off Label Usage: None


Faculty Disclosure of Commercial Interest/Off-Label Reference• Financial relationship(s) with industry:

None

• No financial relationship(s) with industry:Suraj Kapa Heidi Connolly, M.D.Charanjit S. Rihal, M.D.


Pre-Test Question #1The most commonly used social media site in the US among active internet users is:

20%

0%

60%

0%

20% A. TwitterB. LinkedInC. FacebookD. InstagramE. Snapchat


Pre-Test Question #2Among adults over the age of 65, what percentage have a social media profile:

10%

10%

30%

50%

0% A. 10%B. 20%C. 30%D. 40%E. 50%


Pre-Test Question #3True or false: There is an industry-standard set of hashtags (#’s) for cardiovascular disease?

33%

67% A. TrueB. False


Learning Objectives

• Understand the current social media tools and their use

• Identify current Mayo Clinic projects utilizing social media for health care research

• Review the publications using social media in academic medicine

• Integrate novel social media research tools into new and ongoing Mayo Clinic CV research interests


Current Uses and Examples of Social Media Tools in Academic Medicine


The Power of Networks

People Networks

Spouse/Partner

Friends

FamilyCoworkers

Health Care Provider

SourceNetworks

Books

Internet

Journals/Articles

Handouts


#Twitter and #Academia


Percentage of US Population with Social Media Profile

2008 2009 2010 2011 2012 2013 2014 2015 20160

20

40

60

80

100

24

34

4852

5662

6773

78% US Population

http://www.statista.com/statistics/273476/percentage-of-us-population-with-a-social-network-profile/ Accessed 4/2/16

http://www.statista.com/statistics/273476/percentage-of-us-population-with-a-social-network-profile/

http://www.statista.com/statistics/273476/percentage-of-us-population-with-a-social-network-profile/


Social Media Demographics


Myth: Facebook is dead


In Health Care: Birth of Online Diagnostics

72% of internet users sought health info online 35% of US adults are

online diagnosers

Only 41% of online diagnosers seek clinical confirmation

http://www.pewinternet.org/2013/01/15/health-online-2013/ Accessed 4/15/15

Most Common: Specific diseases/conditionsTreatments/proceduresDoctors/other health providers

One in four read about/watched someone medical experience

http://www.pewinternet.org/2013/01/15/health-online-2013/


Online diagnostics for healthcare providers

http://pwchealth.com/ Accessed 10/15/16

http://pwchealth.com/

http://pwchealth.com/


Patient initiated/engaged #hcsm


Fellow Attitudes Regarding Social Media

Widmer, RJ, et al. Cyber and Social Networking, 2016


Fellow Attitudes Regarding Social Media



CV/CVS Active Voices


Competitive Analysis

Account Followers FollowingTotal Tweets

Avg. Tweets

@CLEHeartLab 17.1k 14.6k 3.5k 3/day

@dukeheartfellow 2,042 26 625 rare

@emoryheart 1,955 39 255 2-3/week

@OSUcardiofellow 76 244 170 1/week

@StanfordHCM 366 307 350 rare

@UABCardiology 336 103 1,011 1/day

@MGHeartHealth 1,114 218 1,434 sporadic

@MayoClinicCV 3,554 690 4,863 3-5/day


Current #hcsm Projects at Mayo Clinic

©2015 MFMER | slide-28©2011 MFME

R | slide-

28

“ Active recruitment was unnecessary because 18 women had requested study information within 7 days of IRB approval ”

Mayo Clinic Proceedings, 2011


Burnout and Twitter


@MayoClinicCV


@MayoClinicCV – Followers

• 54% male, 46% Female

• 68% within the US (predominantly MN), including dozens of states; 22% followers from countries other than UK, Canada, Mexico, Australia, and Spain

Source: https://analytics.twitter.comWidmer, RJ, et al. Cyber and Social Networking, 2016


@MayoClinicCV Sprinklr vs. Twitter Analytics

CategoryTwitter Analytics SprinklrTotal Per Tweet Total Per Tweet

Impressions 753,542 961 61M 35k

Engagements 10,567 13.5 2,893 1.7

Engagement Rate 10.1% NR NR NR

RTs 1,893 2.4 1,696 1.0

Replies 122 0.2 122 0.07

Favorites 1,144 1.5 1,075 0.7

Clicks 7,236 9.2 6,107 3.6



Comparison – Original vs. Repurposed

*Reported Per Tweet RT/MT (n=703)

Original (n=1000)

P-Value

Total Engagements 0.2±0.9 2.8±9.2 <.0001*

Post Likes 0.06±0.3 1.03±0.8 <.0001*

Post Comments 0.01±0.3 0.1±0.5 <.0001*

Post Shares (RT) 0.1±0.6 1.6±5.2 <.0001*

Estimated Clicks 2.5±14.6 4.4±52.5 .34

Post Reach 1,762.5±36,919.4 59,933.0±23,822.4 <.0001*



Comparison – Publication vs. Adjunct

Publication Adjunct Both P-ValueImpressions 160+1370 2571+6488* 566+3215 <.0001

Engagement 3.1+8.3 22.7+53.0* 5.2+15.4 <.0001

Engagement Rate .005+.01 .005+.008 .01+.01* .04

Retweet 1.1+2.4 4.0+7.5* .9+1.6 <.0001

Replies .1+0.4 .2+.5 .06+.25 .29

Favorites .5+1.3 2.1+4.4* .5+.9 <.0001

User Profile Click .2+0.8 1.9+5.1* .4+1.8 <.0001

URL Click .4+1.9 7.6+23.7* 1.7+5.8 <.0001

Detail Expansion 0.7+3.5 6.1+17.2 1.5+6.2 <.0001

Hashtag Click .02+.1 .2+.1 .06+.3 .29



Comparison – Conferences (per tweet)Conference Internal

Conference National P-Value

Impressions 212+390 234+942 .9

Engagement 4.5+5.3 4.5+6.9 .99

Engagement Rate .01+.02 .006+.01 .06

Retweet 1.2+1.0 1.7+2.0 .2

Replies .06+.2 .08+.3 .6

Favorites .4+.6 .9+2.1 .15

User Profile Click .2+.3 .3+.9 .54

URL Click 1.9+10.3 .4+1.3 .04

Detail Expansion 2.7+11.4 0.7+2.1 .03

Hashtag Click .4+.8 .1+.5 .03



@MayoClinicCV “Tweetations”



“Tweetations” vs. Citations



Eysenbach, G. JMIR, 2011


CV Hashtag Ontology via @Symplur


Social Media Research and Cardiovascular DiseaseThe current landscape…


The “Intention to Tweet” Trial, AHA 2014

Fox, C, et al. Circulation, 2015


Mayo Clinic Proceedings and Social MediaArticles published in MCP on a per-monthly basis (3

mo)

Articles randomized 1:1 to social media strategy

for 60 days following publication (n=33)

Webpage hits and social media engagement

obtained at 60 days

Control group: non-social media

strategy (n=34)

Webpage hits and social media engagement

obtained at 60 days


Twitter and Cardiologists

McGinnigle, E, et al. ESC, 2016.


Twitter and Cardiologists - #esccongress

McGinnigle, E, et al. ESC, 2016.


Twitter and Cardiovascular Disease


JAMA Cardiology Reach



Sinnenberg, L, et al. JAMA Cardiol, 2016.


#hcsm Research – Oncology

Katz, MS, et al. JAMA Oncol, 2016.


Innovations in Healthcare Social Media (#hcsm) research (CV)


#ACC Temporal Social Media Involvement

SymplurSignals.com, 2016.


Physician vs. Patient sentiments, #ACC16

Most Frequent Words: Doctors Most Frequent Words: Patients



#ACC16: Network Analysis by Stakeholder



#ACC16 Sentiment Analysis



Anatomy of a Tweet

• Nice review of #ClostridiumDifficile Infection http://bit.ly/1OwkVGw, via @NEJM #InfectiousDiseases

Topic curation“health subculture”

User Curation

http://www.nejm.org/doi/full/10.1056/NEJMra1403772

If you are interested in Infectious Diseases or Clostridium Difficile or if you follow the New England Journal of Medicine, here is a link to a nice review article on Clostridium difficile infectionshttp://www.nejm.org/doi/full/10.1056/NEJMra1403772

http://bit.ly/1OwkVGw


We ALL Tweet, and we don’t even know it…

• #Betablocker #CalciumBlocker 1st line Rx for #cvHCM symptoms squat-stand per @SteveOmmen #MayoCVBR

• #cvHCM murmur increases: #exercise, #Valsalva, squat-stand per @SteveOmmen #MayoCVBR


Summary/Conclusions

• Social media is a ubiquitous and pervasive tool throughout the world – why not leverage such a force?

• Currently the use in Academic Medicine is emerging, however the precise value is not well studied or quantified

• The current standards for social media research in academic medicine are weak

• Collaborations to test the hypothesis that social media is beneficial in Academic Medicine are readily available, and should be explored


Post Test Question #1The most commonly used social media site in the US among active internet users is:

0%

0%

100%

0%

0% A. TwitterB. LinkedInC. FacebookD. InstagramE. Snapchat


Post Test Question #2Among adults over the age of 65, what percentage have a social media profile:

100%

0%

0%

0%

0% A. 10%B. 20%C. 30%D. 40%E. 50%


Post Test Question #3True or false: There is an industry-standard set of hashtags (#’s) for cardiovascular disease?

0%100%A. True

B. False


Question & Answer

[email protected]@DrArgyle

• Off-site attendees may email comments to: [email protected]

OR use the hashtag #MayoCVGR

mailto:[email protected]

mailto:[email protected]