Dr. R. Jay Widmer, cardiovascular fellow at Mayo Clinic, presented "The Value of Social Media in Academic Medicine: What are the Data?" in Cardiovascular Grand Rounds on October 21, 2016.

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The Value of Social Media in Academic
Medicine: What are the Data?
R. Jay Widmer, MD/PhD
Off-site attendees may email comments to:
askcme@mayo.edu
OR use the hashtag #MayoCVGR
#Gersh

2. ©2015 MFMER | slide-2
DISCLOSURE
No relevant financial relationship(s) with industry
Presenter: R. Jay Widmer , M.D./Ph.D.
Cardiovascular Grand Rounds
October 21, 2016
Off Label Usage: None

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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.

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Pre-Test Question #1
The most commonly used social media site
in the US among active internet users is:
20%
0%
60%
0%
20% A. Twitter
B. LinkedIn
C. Facebook
D. Instagram
E. Snapchat

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Pre-Test Question #2
Among 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%

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Pre-Test Question #3
True or false: There is an industry-standard
set of hashtags (#’s) for cardiovascular
disease?
33%
67% A. True
B. False

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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

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Current Uses and Examples of Social
Media Tools in Academic Medicine

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The Power of Networks
People
Networks
Spouse/Partner
Friends
FamilyCoworkers
Health Care
Provider
Source
Networks
Books
Internet
Journals/Articles
Handouts

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#Twitter and #Academia

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Percentage of US Population with Social
Media Profile
0
20
40
60
80
100
24
34
48
52
56
62
67
73
78
% US Population
http://www.statista.com/statistics/273476/percentage-of-us-population-with-a-social-network-profile/ Accessed 4/2/16

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Social Media Demographics

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Myth: Facebook is dead

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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/conditions
Treatments/procedures
Doctors/other health providers
One in four read about/watched someone medical experience

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Online diagnostics for healthcare providers
http://pwchealth.com/ Accessed 10/15/16

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Patient initiated/engaged #hcsm

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Fellow Attitudes Regarding Social Media
Widmer, RJ, et al. Cyber and Social Networking, 2016

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Fellow Attitudes Regarding Social Media
Widmer, RJ, et al. Cyber and Social Networking, 2016

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CV/CVS Active Voices

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Competitive Analysis
Account Followers Following
Total
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

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Current #hcsm Projects at Mayo Clinic

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©2011
MFMER |
slide-28
“ Active recruitment was
unnecessary because 18
women had requested
study information within
7 days of IRB approval ”
Mayo Clinic Proceedings, 2011

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Burnout and Twitter

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@MayoClinicCV

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

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

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@MayoClinicCV Sprinklr vs. Twitter Analytics
Category
Twitter
Analytics Sprinklr
Total 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
Widmer, RJ, et al. Cyber and Social Networking, 2016

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

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Comparison – Publication vs. Adjunct
Publication Adjunct Both P-Value
Impressions 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
Widmer, RJ, et al. Cyber and Social Networking, 2016

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

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@MayoClinicCV “Tweetations”
Widmer, RJ, et al. Cyber and Social Networking, 2016

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“Tweetations” vs. Citations

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“Tweetations” vs. Citations

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“Tweetations” vs. Citations
Eysenbach, G. JMIR, 2011

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CV Hashtag Ontology via @Symplur

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CV Hashtag Ontology via @Symplur

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Social Media Research and
Cardiovascular Disease
The current landscape…

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The “Intention to Tweet” Trial, AHA 2014
Fox, C, et al. Circulation, 2015

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The “Intention to Tweet” Trial, AHA 2014
Fox, C, et al. Circulation, 2015

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The “Intention to Tweet” Trial, AHA 2014
Fox, C, et al. Circulation, 2015

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Mayo Clinic Proceedings and Social Media
Articles 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

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Twitter and Cardiologists
McGinnigle, E, et al. ESC, 2016.

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Twitter and Cardiologists - #esccongress
McGinnigle, E, et al. ESC, 2016.

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Twitter and Cardiovascular Disease

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JAMA Cardiology Reach

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Twitter and Cardiovascular Disease
Sinnenberg, L, et al. JAMA Cardiol, 2016.

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Twitter and Cardiovascular Disease
Sinnenberg, L, et al. JAMA Cardiol, 2016.

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#hcsm Research – Oncology
Katz, MS, et al. JAMA Oncol, 2016.

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

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#ACC Temporal Social Media Involvement
SymplurSignals.com, 2016.

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Physician vs. Patient sentiments, #ACC16
Most Frequent Words: Doctors Most Frequent Words: Patients
SymplurSignals.com, 2016.

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#ACC16: Network Analysis by Stakeholder
SymplurSignals.com, 2016.

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#ACC16 Sentiment Analysis
SymplurSignals.com, 2016.

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

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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

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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

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Post Test Question #1
The most commonly used social media site
in the US among active internet users is:
0%
0%
100%
0%
0% A. Twitter
B. LinkedIn
C. Facebook
D. Instagram
E. Snapchat

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Post Test Question #2
Among 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%

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Post Test Question #3
True or false: There is an industry-standard
set of hashtags (#’s) for cardiovascular
disease?
0%
100%A. True
B. False

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Question & Answer
widmer.robert@mayo.edu
@DrArgyle
• Off-site attendees may email
comments to: askcme@mayo.edu
OR use the hashtag #MayoCVGR