Presented at APhA Federal Pharmacy Forum in Washington, DC in March 2010. http://bit.ly/4DQRGb

1. Debunking Myths
About Generational
Use of Social Media
and Health Care
Kevin A. Clauson, Pharm.D.
Associate Professor

7. Learning Objectives
• Define and differentiate between Web 1.0
and Web 2.0.
• Identify characteristics associated with
each of the major Generations.
• Explain how social media is changing the
roles of, and interactions between,
healthcare professionals.

8. Learning Objectives
• Discuss methods to implement social
media in clinical practice settings.
• Explore the role of social media in the
participatory medicine model.

10. Evolution of the Web
• Web 1.0 (one-way Web)
 Static, pull
• Web 2.0 (two-way Web)
 Dynamic, push
 Collaborative, participatory
• Web 3.0/3D/Semantic Web (TBD)

11. http://socialnomics.net/2009/08/11/statistics-
show-social-media-is-bigger-than-you-think/

12. Navigating Social Networking

13. Microblog/Social Networking
"small-scale form of
blogging, generally
made up of short,
succinct messages”
“used to share news,
post status updates and
carry on conversations”
- Mike Templeton
Science 2.0 for TEL workshop at ECTEL09

14. What about
the Dunbar
Number?
What about the Dunbar
Number?
Behavioral and Brain Sciences 1993; 16 (4):681-735.

15. Other Social Media Tools

18. 17% of all time
spent online in
2009 was on social
networking sites!
Nielsen – August 2009

19. 19% of all adults online
used
Source: Pew Internet & American Life Project Survey 2009

20. Online Health Information Behaviors
Do not
seek
39% Seek
61%
Source: Pew Internet & American Life Project 2009

22. Silent Baby Generation Generation Generation
Generation Boomers X Y Z
Birth Dates 1900-1946 1947-1964 1965-1982 1983-1991 1992-2010
Description Greatest Me Latchkey Millenials Net
Generation Generation Generation Generation
Attributes Self- Workaholic Skeptical Hopeful Digital
sacrifice natives
Likes Respect for Work Ethic Work-life Public Online
authority balance activism socializing
Dislikes Waste Laziness Red tape Anything Lack of
slow connection
Educating the Net Generation, 2005.

23. Which members of this family
are most likely to use Twitter?

24. Social Silent Baby Generation Generation Generation
Network Boomers X Y Z
Use by (%) (%) (%) (%) (%)
Generation
(among
users)
Facebook 90 73 76 65 61
MySpace 23 30 57 75 65
Twitter 17 13 18 14 9
LinkedIn 4 13 13 9 0
Anderson Analystics/eMarketer

25. What is the #1 reason people join
social networking sites across ages?

26. Reasons Silent Baby Generation Generation Generation Total
Social Boomers X Y Z
Network (%) (%) (%) (%) (%) (%)
Users
Joined
Keep in 57 62 71 82 93 75
touch
w/friends
For fun 30 38 51 61 91 55
Keep in 51 47 40 40 27 41
touch
w/family
Invited by 60 46 30 22 22 30
someone I
knew
Keep in 10 12 27 40 39 30
touch w/
classmate Anderson Analystics/eMarketer

27. Which one represents the fastest
growing group of Facebook users?

28. Online Fathering: Use of Facebook
in Combat-Deployed Troops
Use of social media can
assist with restoring
balance to protector &
provider roles; creating
healthy reunions
Nurs Res 2010;59(1):11-7.

29. Maternal Instinct Meets Facebook
http://www.youtube.com/watch?v=yu4zMvE6FH4

30. MYTHS &
TRUTHS ABOUT:
Recruiting,
Evaluating,
and
Interacting

31. 45% of hiring
managers use
social networking
sites to screen
candidates
Harris Interactive/CareerBuilder Survey 2009

32. Data Mining
Companies scour social media sites to find
and aggregate information on individuals
Results used to infer behavioral patterns and
impact decisions about: employment, health
insurance coverage, credit rates
Can also be used benevolently to help
prevent fraud, etc.
http://mashable.com/2010/03/02/data-mining-social-media

33. By the time today‟s new
employee is 38 years old,
they‟ll have held 10-14 jobs

34. The #1 English Speaking Country is…?
http://www.ted.com/talks/jay_walker_on_the_world_s_english_mania.html

35. MYTHS &
TRUTHS ABOUT:
Use of Social
Media in
Provision of
Healthcare

36. Hospitals and Web 2.0 Tools
557 Hospitals
430 Twitter
336 Facebook
254 YouTube
70 Blogs
Source: ebennett.org/hsnl

38. Department of Defense
109 Facebook
93 Twitter
47 Blogs
45 YouTube
36 Flickr
Source: defense.gov

40. Pharmacists (28%)
used Wikipedia for
drug information
Only 1/3 who used
it, realized anyone
can edit Wikipedia
Ann Pharmacother 2009;43(11):1912-3.

42. Advice to Connect with Patients
via Facebook?
Fam Pract Manag 2009;16(6):31.

43. 140 Uses for Twitter in
Healthcare
philbaumann.com
http://bit.ly/KiyS

44. Content Analysis of
Pharmacist Microblog
Communication
Mark Hawker
Dianexy Beltran, Remberto Espinosa,
Yohanna Morejon, Yeney Ramos

45. Good
Bad

46. Bad

47. MYTHS &
TRUTHS ABOUT:
Generational
Gaps and
Social Media
Disconnects

48. Pharmacy Students &
Facebook Study
57% said it was unfair
to use Facebook
content for evaluations
AJPE 2009;73(6):article 104.

49. Facebook Gone Wild!
44.5% of medical
students and
residents (n=813)
at UF had a
Facebook account
J Gen Intern Med 2008;23(7):954-7.

50. Facebook Study at UF - Profiles
70% contained
pictures of drinking
10-50% „excessive‟
Findings driving
changes in policy
J Gen Intern Med 2008;23(7):954-7.

51. Online Posting of Unprofessional
Content by Medical Students
60% unprofessional: 38% sexually suggestive,
13% patient confidentiality
JAMA 2009;302(12):1309-15.

52. Study of pharmacy residency directors
found generational correlation for beliefs
about social media being „fair game‟ in
evaluating prospective candidates

53. Two Things To Keep in Mind with
and Stent Advert
Chose social media
channel used by
younger generations
for condition affecting
older generations
$7500 investment for video
generated >249,000 views
and >180% increase in site
traffic
www.thespanner.com

54. YouTube Spanning Generations
http://www.youtube.com/user/RhettandLink#p/search/3/W-jB9RDN-mE

55. MYTHS &
TRUTHS ABOUT:
Participatory
Medicine

56. Participatory Medicine
Patient driven changes to healthcare system
ePatients engaged and actively seek information
Transformation from paternalistic to participatory
http://participatorymedicine.org/

57. What Type of Patient Is This?

58. “As opposed to the
doctor-centric,
curative model of
the past, the future
is going to be
patient-centric and
proactive.”
Elias A. Zerhouni, M.D.
Former Director of the
National Institutes of
Health (2002-2008)

59. MYTHS &
TRUTHS ABOUT:
Risks with
Social Media

60. 53% of employees believe what
they do on social networking
sites is none of their employer‟s
BEESWAX
Deloitte LLP 2009 Ethics & Workplace Survey

61. How To Lose a Job in 140
Characters or Less
theconnor
Connor Riley

62. Two hospital staff
were fired after a
nurse appeared on
Facebook in
„a revealing pose‟
…the picture also
showed a patient in
the background
NursingTimes.net February 2009

63. Eight percent of
companies have
Fired Employees due
to issues with social
media sites
www.proofpoint.com

66. Pharmacists, educators, and other
healthcare professionals are facing
decisions about online „friend
requests‟ from patients and students
NEJM 2009;361(7):649-51.

67. to warn?
Is there a duty
Clauson, et al. AJHP in press

69. Summary Points
 Generational differences can dictate
social media use and preferences
 Social media is not a panacea – it is
simply another avenue
 Opportunities for healthcare and
federal organizations exist, but
should be balanced with risks

70. Twitterverse & Blogosphere
Acknowledgements
Phil Baumann
Ed Bennett
Dave deBronkart
Joan Dzenowagis
Carsten Evans
Mark Hawker
Susannah Fox
Karl Fisch
Sydney Jones
Amanda Lenhart
Erik Qualman
Jonathan Richman

71. Images
• http://socialnomics.net/2009/08/11/statistics-show-social-media-is-bigger-than-you-think/
• http://www.facebook.com
• http://www.myspace.com
• http://www.ning.com
• http://www.linkedin.com
•
http://www.hi5networks.com/blog/
• http://malefis.u-strasbg.fr/site/images/homer-brain.jpg
• http://www.pewinternet.org/Infographics/2010/Internet-acess-by-age-group-over-time.aspx
• http://newmexicoindependent.com/wp-content/uploads/2008/12/twitter-art.jpg
• http://www.youtube.com/watch?v=yu4zMvE6FH4

72. Images
• http://www.ted.com/talks/jay_walker_on_the_world_s_english_mania.html
• http://www.cdc.gov/SocialMedia/
• http://www.doseofdigital.com/healthcare-pharma-social-media-wiki/
• http://www.facebook.com/TRICARE
• http://twitter.com/search/users?q=Walgreens&category=people&source=find_on_twitter
•
http://www.myspace.com/mayoclinic
http://holydogwater.files.wordpress.com/2007/10/borat-greatsuccess.jpg
• http://media.photobucket.com/image/drunk%20student/silverbeam/A%20CSM%20Blog/Drunk.jpg
• http://www.youtube.com/user/RhettandLink#p/search/3/W-jB9RDN-mE
• http://en.wikipedia.org/wiki/File:Elias_Zerhouni_close-up_official_photo.jpg

73. Images
• http://www.slideshare.net/jeffhilimire/what-the-hell-is-twitter-revised-1792867
• http://twitter.com/rxmeds96/status/7146180932
• http://www.facebook.com/home.php#/group.php?gid=29564338647&ref=search&sid=1051950779.170
3015908..1
• http://tweetphoto.com/671561
•
• http://www.flickr.com/photos/dosik/118828513/
• http://www.flickr.com/photos/the_brownhorse/2553314429/
http://www.pharmqd.com
If thumbnail/URL not present, image has been purchased/licensed
Expanded slidedeck images can be found under notes tab

74. Recommended Resources
Generation-specific Information
• Pew Internet & American Life Project
– http://www.pewinternet.org/topics/Generations.aspx
Social Media Information
• Commoncraft Videos
– http://www.commoncraft.com/
• Mashable – The Social Media Guide
– http://mashable.com/
• SMUG University
– http://social-media-university-global.org/

75. Contact Information
Kevin A. Clauson, PharmD
Email: clauson@nova.edu
Twitter: @kevinclauson
URL: http://unhub.com/kevinclauson