keeping abreast of change: the role of social media in freelance medical writing
TRANSCRIPT
Jennifer Minarcik
Keeping Abreast of Change:The Role of Social Media in Freelance
Medical Writing
• Social media can be defined as – “Any tool or service that uses the internet to facilitate
conversations”1
• Allows users to access, filter, and react to news– Social networking platforms, blogs, wikis, and
podcasts2
What is Social Media?
1.Buolos M, Wheeler S. Health Info Libr J. 2007;24(1):2-23. 2. Kaplan A, Haenlein M. Business Horizons. 2010;53:59-68.
History of Social Media
1990s 2000 2005 2010 2013
World Wide Web becomes a group
of dynamic webpages1
AOL, Yahoo, Amazon
Social media landscape explodes1
Twitter, Digg, Flickr, YouTube
Pew Research Center announces all age groups are
actively participating in social media3
Trends for 2014:
Twitter, Google+, Facebook ads,
Blogging, Podcasts, and Visual-based
content4
Social networking platforms launched2
Friendster, LinkedIn, MySpace, Facebook
Classmates.com and Sixdegrees.com
create a sense of virtual reunion2
1. Buolos M, Wheeler S. Health Info Libr J. 2007;24(1):2-23. 2. Goble, G. http://www.digitaltrends.com/features/the-history-of-social-networking/#!EM83U. 3.Jones S, Fox S. http://www.pewinternet.org/Reports/2009/Generations-Online-in-2009.aspx 2009. 4.Garst K. http://www.huffingtonpost.com/kim-garst/social-media-marketing-wo_b_5110966.html.
• The Conversation Prism-visual representation of the state of social media
• This digital ethnography is an ongoing study that tracks new social networks their applications
• 2013 version: social media is moving into an “era of context”
Brian Solis Web site. www.briansolis.com/2013/07/the-2013-social-media-landscape-infographic/. Updated July 8, 2013. Accessed September 16, 2013. Permission obtained for use of image.
2013 Social Media Landscape
Categories of Social MediaSM CATEGORY
EXAMPLE(S) DESCRIPTION
BlogsBloggerTumblrWordPress
Managed by 1 person with the possibility of endless connections through comments. The content can be text or media.
Microblogs / Social Streams Twitter echo
Information is news shared in real-time format.
Social NetworksLinkedInFacebookGoogle+
Personal profile pages that can be text, photos, video, and audio
Media SharingSlideshareScribdYouTube
A place to share PowerPoint presentations,digital libraries (books/documents), and can be avideo sharing platform for individuals and corporations.
Discussion/Forums BigBoardsProfessional SocietiesSocial Networks
Discussion site (bulletin board) where people can hold conversations in the form of posted messages.
Crowd Wisdomredditdigg
Collective opinion format. Discussions started by an individual but moderated by a team of volunteers. Interact via voting on articles and comments.
Wiki WikispacesWikiaTWiki
Webpages that are dedicated to collaborative editing and sharing of information.
Social BookmarksPinterestdel.ici.ous
Interaction via tagging websites and searching through websites bookmarked by other people
RSS FeedsMayoClinicFDACDCNature news
Subscriptions allow users to automatically mine blogs and website updates without the need for a web browser. RSS feeds can be imported and synced with dedicated apps.
Kaplan A, Haenlein M. Business Horizons.2010;53:59-68. Brian Solis Web site. www.briansolis.com/2013/07/the-2013-social-media-landscape-infographic/. Updated July 8, 2013. Accessed September 16, 2013.
Top 3 Social Media Channels in Health Care
• 72% of patients seek health-related information online1,2
• Between 2005-2010, physician-only social networks doubled1,3
• In 2010, more than 1200 hospitals were participating in social networking sites1,3
1.Buolos M, Wheeler S. Health Info Libr J. 2007;24(1):2-23. 2.Kaplan A, Haenlein M. Business Horizons. 2010;53:59-68. 3.2012 Health Research Institute April Issue. http://www.pwc.com/us/en/health-industries/publications/health-care-social-media.jhtml.
• In addition to the top 3 social networking sites, health-related information is broadcast through interactive websites1
– MayoClinic2
– WebMD3
– Patientslikeme.com4
• Interactive sites provide the public users with1
– Health news– Educational resources– Support groups (forums)
Health Care Industry’s Use of Interactive Websites
1. 2012 Health Research Institute April Issue. http://www.pwc.com/us/en/health-industries/publications/health-care-social-media.jhtml. 2. MayoClinic Website. http://www.mayoclinic.org/. 3. WebMD Website. http://www.webmd.com/default.htm. 4.Patientslikeme Website. http://www.patientslikeme.com/.
Government Agencies and Social Media
Government Agency
Social Media Presence Applications
FDA Small:Focus on real-time news
Twitter, Facebook, and RSS feed alerts
HHS Moderate:Forums, blogs, educational podcasts/videos, and real-time news
RSS feed alerts, Scribd, LinkedIn, Flickr, Facebook, Twitter, and Google+
CDC Extensive:Forums, blogs, real-time news, and a dedicated SM page on their website that includes; buttons/badges, content syndication, podcasts, image/infographic sharing
RSS feed alerts, Twitter, Google+, YouTube, and Facebook
FDA=The Food and Drug Administration, HHS=The US Department of Health and Human Services, and CDC= The Centers for Disease Control
Bottemiller H. http://www.foodsafetynews.com/2010/04/social-media-guide-to-food-ag-agencies/#.UkA_mBXD9Ms..
Pharmaceutical Companies and Social Media
• Regulatory restrictions were initial concern– Off-label use discussions– Promotional marketing submission requirements
• As of 2013, primary barriers include – Internal social medial strategies– Confidence in company representatives engaging in
social media – Acquiring resources for company-wide social media
initiative
Shandwick W. http://www.prnewswire.com/news-releases/social-media-engagement-in-pharmaceutical-industry-hindered-more-by-internal-lack-of-social-confidence-than-external-regulations-new-research-finds-210225791.html.
• The pharmaceutical industry historically has remained prudent in its use of social media
The Freelance Medical Writer and Social Media
Full-time Employed Medical Writers
• Benefit from their employer’s resources for information mining, continuing education, and professional development.
Freelance Medical Writers • Rely on their own resources for
information mining, continuing education, and professional development.
American Medical Writers Association. http://www.amwa.org/content.asp?contentid=50.
A medical writer has a responsibility to their client/employer to keep abreast of the latest news regarding medical discoveries, treatments, regulations, and policies.
AMWA Code of Ethics Principle 5− Medical communicators should expand and perfect their
professional knowledge and communications skills
Methods-Phase 1
Google Search
• Conducted search of 13 terms in September of 2013• Medicine and social media, health care industry and social
media, government agencies and social media, pharmaceutical companies and social media, social media platforms, social media applications, social media bookmarks, social media filter, social media tools, history of social media, medical writers and social media, health care industry social media initiatives, health-related news
• Identified social media platforms and tools relevant to medical writers
Subscription to RSS Feeds
• MedPage Today, iHealthBeat, Medwatch Safety Alerts, What’s New: Drugs, Safe Health Care, WHO news, Medscape, Medline Plus, The Pink Sheet (pharma prescribing news) and American Heart Association
• Identified types of health-related news online and the rate at which it is broadcast
• American Medical Writers Association (AMWA), Freelance Medical Editing and Writing, Freelancers in Medcomm, and Professional Medical/Scientific Writers.
• Monitored July 31, 2013-October 28, 2013• Considered optimal for launching student survey
Methods-Phase 2
• Survey through Survey Monkey– Survey data was collected over the period of January 30,
2014-February 28, 2014
• Targeted FT and PT Freelance Medical Writers• Survey was posted on LinkedIn group discussion
boards for:– AMWA– Freelance Medical Writing and Editing– Freelancers in Medcomm– Professional Medical/Scientific Writers
RSS News FeedsRSS Feed Content FrequencyMedscape Medical news across all
therapeutic areasDaily
Medpage Today Medical news across all therapeutic areas
Daily
What's New: Drugs-FDA FDA announcements DailySafe Health Care-CDC CDC announcements As new arrivesiHealthbeat Technology and health care Approximately every 3 daysMedline Plus Health news-NIH DailyMedWatch Safety Alert-FDA New safety information:
human drugs, medical devices, vaccines and other biologics, dietary supplements, and cosmetics
Daily
WHO News WHO events, news, educational information, and public health announcements
Approximately once a week
Pink Sheet Pharma prescribing news and updates
Daily
American Heart Association Education, news, research, science news, sessions
Approximately twice a week
Abbreviations: FDA, The Food and Drug Administration; CDC, The Centers for Disease Control; WHO, World Health Organization; NIH, National Institutes of Health.
Social Media Platforms Preferred by Freelance Medical Writers
0
20
40
60
80
100BloggerTumblirWordPressLinkedInFacebookGoogle+SlideshareScribdTwitterYouTube
Social Media Applications
%
Social Media Filters Used by Freelance Medical Writers
0
10
20
30
40
50
60
70Google alertsRSS FeedsHootSuiteI do not use filters
Social Media Filters
%
Social Media Bookmarking Tools Used by Freelance Medical Writers
0
10
20
30
40
50
60
70TwitterPinterestdel.icio.usdiggredditFARKfriendfeedI do not useOther
Social Bookmarks
%
Freelance Medical Writers Professional Use of Social Media
0 20 40 60 80 100
Exchange of information
Professional development
News and information
Research
Marketing
Seeking employment
Networking
%
Pro
fess
ion
al U
se
Preferred Social Media Platforms for Communication
0 20 40 60 80 100
Google+
Professional Society Forums
%
So
cia
l Me
dia
Pla
tfo
rms
Amount of Time Freelance Medical Writers Spend Participating in Social Media
0 10 20 30 40
>1
1-3
4-6
6+
%
Ho
urs
pe
r w
ee
k
Amount of Time Freelance Medical Writers Spend Participating on Discussion Boards and Forums
0 10 20 30 40 50
>1
1-3
4-6
6+
%
Ho
urs
pe
r w
ee
k
Importance of Webinars and Podcasts to Freelance Medical Writers
Synchronous
Asynchronous
No preference
0 10 20 30 40 50
Not Important
Somewhat Important
Important
Very Important
%
Va
lue
How Important Listservs are to Freelance Medical Writers?
0 10 20 30 40
Not Important
Somewhat Important
Important
Very Important
%
Val
ue
Limitations of the Study
• Low “N”• Age of participants
Conclusions: Applications, Filters, and Bookmarks
• The 6 social media applications most often used by freelance medical writers, according to study results– LinkedIn (96.5%), Facebook (69.4%), Twitter (36.5%), YouTube
(23.5%), WordPress (22.4%), and Google+ (18.8%)
• Study results indicate that freelances do not use social media tools– 66.3% of participants responded that they do not use filters– 69.3% indicated that they do not use social medial bookmarking
tools
• Professional use of social media, as indicated by survey participants– Exchange of information with colleagues (81.0 %), personal
professional development (70.2%), seeking out the latest news and information (82.1%)
– Additional comments obtained through the survey indicated that freelances use SM for marketing (4%), networking (4%), and seeking employment opportunities (3.5%)
• 97.6% of respondents indicated that LinkedIn was their application of choice for communicating with colleagues– Other responses included: professional society forums (51.8%),
Facebook (32.5%), Google+ (12%), and Twitter (3.6%)
Conclusions: Professional Use and Communication
• According to the results of the survey, respondents spend far less time using social media than the average American– 14.1% use social media less than 1 hour a week, 35% use SM 1-3
hours a week, 25.8% use SM 4-6 hours a week, and 23.5% use SM over 6 hours a week
– Experian marketing 2014 report
Conclusions: Time Spent Using Social Media
• Survey results indicate that participants value webinars and podcasts– 72.9% of participants felt that they benefited from webinars/podcasts– Approximately half of the participants did not have a preference
whether viewing the webinar/podcast live or previously recorded
• Survey results indicate that most participants value listservs– 1:5 participants reported no value
Conclusions: The Value of Collective Learning
Final Thoughts
• Continue monitoring the impact of social media on health care
• Keep abreast of the 3 industry sectors and their social media initiatives
• Understand the current tools and applications of social media
• Future research
Thank You!
• To Brian Bass for his role as my content mentor. My completion of this capstone could not have been accomplished without your knowledge and guidance on this topic
• To the AMWA Social Media Committee I offer my sincere appreciation for the learning opportunities provided to me by being a part of this community
• To the staff at the USciences Biomedical Writing Program and my classmates for their continued support and encouragement
• Finally, to Kelly Flaherty. Thank you for all that you do