Table Of ContentSocial Media
for Medical
Professionals
Strategies for Successfully
Engaging in an Online World
David R. Stukus
Michael D. Patrick
Kathryn E. Nuss
123
Social Media for Medical Professionals
David R. Stukus • Michael D. Patrick
Kathryn E. Nuss
Social Media for Medical
Professionals
Strategies for Successfully Engaging
in an Online World
David R. Stukus Michael D. Patrick
Nationwide Children’s Hospital and The Nationwide Children’s Hospital and The
Ohio State University College of Medicine Ohio State University College of Medicine
Columbus, OH Columbus, OH
USA USA
Kathryn E. Nuss
Nationwide Children’s Hospital and The
Ohio State University College of Medicine
Columbus, OH
USA
ISBN 978-3-030-14438-8 ISBN 978-3-030-14439-5 (eBook)
https://doi.org/10.1007/978-3-030-14439-5
© Springer Nature Switzerland AG 2019
This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of
the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recita-
tion, broadcasting, reproduction on microfilms or in any other physical way, and transmission or infor-
mation storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar
methodology now known or hereafter developed.
The use of general descriptive names, registered names, trademarks, service marks, etc. in this publica-
tion does not imply, even in the absence of a specific statement, that such names are exempt from the
relevant protective laws and regulations and therefore free for general use.
The publisher, the authors, and the editors are safe to assume that the advice and information in this book
are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the
editors give a warranty, express or implied, with respect to the material contained herein or for any errors
or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims
in published maps and institutional affiliations.
This Springer imprint is published by the registered company Springer Nature Switzerland AG.
The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
Foreword
When I started my campaign of medical advocacy on social media, I walked uphill
waist deep in snow both ways.
Okay, maybe not quite. But that is what it felt like.
The reality is there were very few doctors online publicly and most who were
seemed less interested in medical facts and more invested in foods that bust belly fat.
Sigh.
Back then, medical societies also told doctors that being on social media was
unprofessional. All of these early guidelines seemed written by people, mostly older
men, who had never been on social media in any meaningful way. A bit like me, a
gynecologist, trying to tell an orthopedic surgeon about operating on the ankle.
Eye roll.
But I didn’t care what anyone said because I knew social media was where my
patients were. And getting accurate information to people matters, especially as
most of us are prone to believing the first piece of data that we collect. I also knew
that at one point in time, we doctors felt the telephone was terribly unprofessional,
and yet, here we are with excellent telephone triage guidelines for many medical
conditions.
Almost 16 years ago, my family experienced a medical catastrophe. I was preg-
nant with triplets, and one of my sons died at birth, and my other two sons were born
extremely prematurely. They were very ill for a very long time – and like everyone
else, I turned to the Internet for medical information. What I found was almost
impossible to navigate. And I began to wonder: If I am a doctor and I am falling
down snake oil-infested rabbit holes, how does everyone else manage?
I decided when my kids were a little better that I was going to try to fix the medi-
cal Internet. I know, a pretty naive goal. However, I am sure, at one point, people
thought surviving at 26 weeks – the age my children were born – was impossible,
and yet here I am with two amazing young men who fill my life with joy.
It is hard for people to wade through the quagmire that is the medical Internet.
Bad information is everywhere, fear sells, and the lure of the cure is so potent. In our
24/7 news cycle, a misleading medical story can not only do damage itself but can
also spawn tens and sometimes even hundreds of other erroneous headlines result-
ing in millions of impressions. Sometimes, the articles are even accurate, but the
headlines are terribly misleading. Let’s face it, many of us, doctors included, don’t
always read to the end of a story.
v
vi Foreword
We all mistake repetition for accuracy, a phenomenon called the illusory truth
effect. And social media, with easy retweets and reposts, is the very model of
repetition.
The glut of medical misinformation is real. And medical professionals who are
invested in accuracy and helping patients must help. The biggest barrier that I hear
about engaging online is that it looks so hard and seems so complicated! How does
one even get started?
That is why Social Media for Medical Professionals is such an important book.
Trying to understand the myths that may be holding you back from engaging, what
avatar to use, how and when to engage, what content works and what doesn’t, and
knowing the risks (there are a few, like all medical interventions)—all this and more
is presented for you in a clear and concise manner. I wish this book had been around
back when I said to myself, “Gunter, you should try this Twitter thing out and see
what happens!”
Sometimes I wonder if social media were around when Andrew Wakefield pre-
sented his fraudulent data to the world if an army of medical professionals could
have taken to social media to shut him down and expose him within weeks? Maybe
people wouldn’t be dying from measles right now? Maybe all of that money we
spent proving over and over again that vaccines are safe and don’t cause autism
could have been used to find an effective therapy or a cure for another condition?
Interesting thoughts.
Social media is already affecting the medical care you deliver to your patients.
But it is also affecting you medically on a personal level. Medical misinformation
on social media is affecting the fluoride in your drinking water. It is exposing you
and your family unnecessarily to vaccine-preventable illnesses. It is telling lies
about reproductive health that affects how people vote.
Not engaging doesn’t seem to be an option. Everyone deserves access to quality
and accurate health information, and medical professionals are uniquely poised to
help. Dr. David Stukus and his coauthors have given you the blueprint you need to
get started, so you can help make the medical Internet better for everyone.
I look forward to seeing you online!
Dr. Jen Gunter
@DrJenGunter a.k.a. Twitter’s resident gynecologist
Preface
If you’re tired of seeing false medical claims flood your inbox, actors or actresses
using their celebrity status to rave about unproven medical treatments, or trying to
convince patients (or friends and family members) why they should follow the
evidence-b ased treatment plan discussed with their physician and not spend money
on those fancy energy crystals they saw on Instagram, then this book is for you. The
Internet and social media have created an incredible means to connect with people
from across the world in real time. Unfortunately, these avenues can also be
exploited for evil through rampant misinformation, fake news, and creating a cul-
ture where patients trust the anonymous members of their Facebook group more
than their personal doctor.
The three of us each have different clinical interests and backgrounds but found
one another due to our shared interests and experiences in using social media to help
our patients. Collectively, we have led workshops at national medical conferences,
have given talks to audiences of various backgrounds, and have developed and
incorporated curriculum for an elective rotation at our institution that trains medical
students and residents about social media. The reason we wrote this book was to
lend our experience and approach to all of you – medical professionals with various
backgrounds, interests, and audiences. After all, we are all in this together.
Each chapter in our textbook will discuss unique aspects regarding social media
and how it pertains to medical professionals. Whether you’re a physician, a nurse,
or a pharmacist, we offer tools and strategies that you can start utilizing today in
your online pursuits. Our book covers a range of topics and strategies that are useful
regardless if you don’t know your hashtags from your retweets, or if you’re a sea-
soned social media veteran with thousands of followers.
Feel free to skip around on your journey. Some sections of our book may not
pertain to your interests at this time, or some of you may not be ready for the higher-
level strategies we discuss. This book was written in a manner that allows each
chapter to stand alone or can be read straight through in order. Undoubtedly, some
of the platforms we discuss will be obsolete in the near future. That is why we took
a purposeful approach to provide a broader discussion and practical tips that will
stand the test of time and can be utilized whether you’re using Facebook, Twitter,
YouTube, or whatever fun new channel yet to be invented.
We feel the time has come to reclaim our role as trusted medical professionals.
It’s time to help patients and the public understand the differences between
vii
viii Preface
pseudoscience and trusted information. It’s time to fight back against those who
deliberately misinform patients with false claims of miracle cures in the name of
profit. If you’ve read this far, that means you’re with us and we are so glad to have
you on board. Thank you for taking the time to read our book – we hope it provides
a blueprint and ideas for how you can help grow and educate a broader audience.
Please feel free to reach out to any of us through social media – you know where
to find us.
Columbus, OH, USA David R. Stukus, MD
Michael D. Patrick, MD
Kathryn E. Nuss, MD
Contents
1 Social Media: Changing the Human Experience . . . . . . . . . . . . . . . . . . 1
David R. Stukus
What Is Social Media? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Out with the Old . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
Leave a Message: LOL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Social Media Platforms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
It’s Gone Viral! . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
My Example . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Bots and the Rise of Fake News . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Social Networks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Facebook . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Facebook for Healthcare Professionals . . . . . . . . . . . . . . . . . . . . . . . . . 12
YouTube . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
YouTube for Healthcare Professionals . . . . . . . . . . . . . . . . . . . . . . . . . 14
Instagram . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Instagram for Healthcare Professionals . . . . . . . . . . . . . . . . . . . . . . . . 15
Twitter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Twitter for Healthcare Professionals . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
Reddit, Snapchat, Pinterest…The List Goes On and On . . . . . . . . . . . . . 18
LinkedIn and Doximity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
2 A Brief History of Digital Communications . . . . . . . . . . . . . . . . . . . . . . 23
Michael D. Patrick
In the Beginning… . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
Compu-Serv . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
Usenet and Newsgroups . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
Network Growth . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
The Internet and World Wide Web . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
Advanced Browsers and the Rise of Websites . . . . . . . . . . . . . . . . . . . . . 29
ix
x Contents
America Online . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
Physicians Online . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32
Broadband Connections . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33
Search Engines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35
Advanced Web Programming Languages . . . . . . . . . . . . . . . . . . . . . . . . . 36
Blogs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37
RSS Feeds . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38
Podcasts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38
Social Networking Sites . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39
Smartphones and Mobile Apps . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42
Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44
3 Myths That Prevent Medical Professionals from Engaging . . . . . . . . . 49
Michael D. Patrick
Myth 1: People Use Websites, Not Social Media, to Find
Answers Related to Health and Wellness . . . . . . . . . . . . . . . . . . . . . . . . . 49
Myth 2: Millennials Are the Only Generation Using Social Media . . . . . 50
Myth 3: Healthcare Consumers Don’t Need My Help . . . . . . . . . . . . . . . 52
Myth 4: I’m Not Changing Anyone’s Mind . . . . . . . . . . . . . . . . . . . . . . . 53
Myth 5: I’m Too Old (or Not Techy Enough) for Social Media . . . . . . . . 54
Myth 6: Social Media Involvement Takes Too Much Time . . . . . . . . . . . 55
Myth 7: Large Audiences Are Required to Make a Difference . . . . . . . . 55
Myth 8: Comments Are My Own; They Do Not Represent
My Employer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57
Myth 9: Social Media Engagement Is Too Risky . . . . . . . . . . . . . . . . . . . 58
Myth 10: My Patients Won’t Leave Me Alone . . . . . . . . . . . . . . . . . . . . . 59
Myth 11: I Don’t Get Anything in Return . . . . . . . . . . . . . . . . . . . . . . . . . 60
Myth 12: Other Providers Already Participate in
Social Media… I’m Not Needed . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61
Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62
4 The Role of Medical Professionals in Social Media . . . . . . . . . . . . . . . . 65
David R. Stukus
A Common Scenario . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 65
The Power of Anecdotes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66
The Quality of Evidence Matters . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 70
The Echo Chamber Effect . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73
Cognitive Bias . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74
Heuristics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 76
Pseudoscience 101 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77
Why Healthcare Professionals NEED to Be Engaged in Social Media . . 80
I’m a Doctor on Social Media, but I’m Not YOUR Doctor . . . . . . . . . . . 81
Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82
