1. Why Physicians Must Be Online Sharing Expertise Online & Mommy Blogging Wendy Sue Swanson, MD, MBE, FAAP Pediatrician, Blogger, Speaker, Author @SeattleMamaDoc Seattlemamadoc.seattlechildrens.org

2. Now Is The Time To Innovate Physicians have an ethical obligation to share opinions online. Social media & the internet is where many patients live. We must join them there. Dwindling time in the exam room. Sharing expertise, a greater responsibility to public health.

3. Physician Mommy Blog

4. 80% US Internet Users Look For Health Information

5. Why Convince Physicians Over 550 Million active users Facebook 8% of Americans are on Twitter –Claim over 800M searches daily

6. Social Media & Family 79% of moms (kids under 18 years) are using social networking sites >50% of Teens use social networks daily 22% Log in move than 10 times daily 75% of teens have cell phones –54% use for texts, 25% use for social media

7. Patients Are Online

8. Why Write A Blog? Vaccine Hesitancy Changed Me Evidence Based Medicine Anecdote Storytelling

9. You’ve Got No Choice

10. Confusing Experience with Expertise video

11. Getting Past HIPAA We need to aim higher than HIPAA “Physicians on Twitter” February 9, 2011 in JAMA –Followed 260 Physicians on Twitter May 2010 –Professional breach rare, but observed –3% of tweets were “unprofessional” –0.7% had potential patient privacy violations

12. Blogging

13. Professionalism in the Use of Social Media Physicians need to know standards of patient privacy Physicians should use privacy settings to safeguard personal information Physicians should monitor their internet presence Physicians should consider separating personal & professional content online

14. Policing: when physicians see content by colleagues that is unprofessional, they have responsibility to discuss with individual and encourage it be taken down. Actions online may negatively affect their reputations with patients and colleagues and have consequences for their career Online content can undermine public trust in profession Professionalism in the Use of Social Media

15. Vartabedian’s Rules for Social Media Never discuss patient-specific issues Never be anonymous Remember everyone’s watching Be nice

16. Anonymity Has No Place To provide leadership and expertise, we need to stand behind our words Anonymity is often used to evade responsibility for actions/words Anonymity often works against the profession Anonymity doesn’t “protect” patients, it protects the author of the content

17. Seattle Mama Doc

23. Facebook

24. Mobile Health

25. Patients Still Trust Doctors Pediatrics study April 2011— celebrities versus physicians on vaccine information 76% said they trusted their child’s doctor 26% trusted other healthcare providers 24% trusted a celebrity about health information

26. Media: Perceived Trust

27. Persuading Doctors The far majority of patients are reading about health online Physicians are responsible for moving science forward Help doctors find benefit in being online Get ambassadors and support from leadership Follow along, provide guidance and encouragement

28. A Pediatrician Mommy Blog Deconstruct the divide between patients&providers Be a voice of reason. Communicate with patients and a curious community Tell the real story