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Summary:

For all of the debate, one thing is for sure: social media in medicine is here to stay. But when it comes to the availability of trustworthy information, we still have a ways to go. Avvo.com’s Mark Britton offers his prescription for better online healthcare.

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How to get more for less? It’s an age-old question and one that is playing out today in our healthcare system. With healthcare reform top of mind these days, everyone is asking how the medical industry can treat patients better for less money. Social media often comes up in these discussions and everyone seems to have an opinion about the risks and rewards.

For all of the debate, one thing is for sure: social media in healthcare is here to stay. But when it comes to the availability of trustworthy health information, research suggests that we still have a ways to go. According to a recent Pew Internet survey, four out of five Internet users have searched for health information online, making health one of the most searched topics on the Internet. At the same time, the study also revealed that more than 50 percent say the information they find is “of no help at all.” After all, anyone with Internet access can set up a health blog or answer health questions on Google or Yahoo Answers, no credentials required.

As the CEO and founder of Avvo.com, an online legal and health Q&A forum and professional directory, I talk to hospital administrators, doctors and consumers about these issues on a regular basis. When it comes to providing information about health issues and healthcare providers online, I see a massive opportunity for improvement. Ultimately, I think it comes down to two primary actions on the part of the medical community and those providing health-focused social media platforms.

1. More doctors need to participate in the online conversation

I agree with Dr. Peter Carmel, president of the American Medical Association, who said in the recent New York Times story, “Advice for the Ill, and Points for the Doctors,” that online medical information should “complement, not replace, the communication between a patient and their physician.” But I also take issue with his assessment that providing health information without a full medical history being taken or in the absence of a physical exam “could pose a threat to patients.”

The role of online health sites is very different from that of a doctor-patient relationship. It is meant to educate, inform and orient consumers, so that they are better prepared to see their doctor. Numerous studies have been done on the average length of a doctor visit (about 13 minutes) and how patients use that time (an average of about two questions and in many cases, none). There is a tremendous upside to consumers getting more information from licensed medical professionals online, before they visit their doctor.

2. Health websites must provide greater transparency

Consumers should be able to easily access extensive profile information about the people providing medical advice online. They should be able to see if they’re licensed physicians (including their board certification), along with their years in practice, disciplinary history, education, patient and peer reviews, and employer information and contact information. Too many sites don’t provide this, and as a result, consumers get advice from medical students, or worse, people with no medical credentials whatsoever.

Avvo, along with sites like WebMD and ZocDoc, provides information about medical professionals drawn from publicly available sources. Additionally, at Avvo we use a proprietary algorithm to assign a rating to a physician’s qualifications, helping consumers who may know very little about medicine to make better, more informed decisions. The Internet has proven itself to be incredibly good at weeding out the bad and promoting the good. You’ll know a site can be trusted if it values — and provides — this level of transparency.

While the medical industry has a ways to go when it comes to embracing social media (not to mention technology in general — a topic for another day), we ought to focus on how to provide safer, more trusted health information online rather than dismiss the movement entirely out of fear and doubt. By doing so, perhaps we will actually be able to get more for less.

Mark Britton is the founder and CEO of Avvo.com, a free social media platform that provides a health and legal Q&A forum and a directory of doctors and lawyers in the U.S.

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  1. hmm sounds more like a press release than an article

  2. Nicole Eastgate Sunday, April 1, 2012

    As a healthcare provider, I agree we have a long way to go with social media. Not only in patient care but in supporting and providing education for our colleagues. As you say social media is a great way of getting more for less! Have you got any ideas how to encourage healthcare workers to get involved?

    1. Glad you agree Nicole. I have many ideas on encouraging healthcare workers, and I put five of them in this recent Kevin MD article.

      http://www.kevinmd.com/blog/2012/03/5-ways-social-media-work-doctors-patients.html

      However, I think the two biggest governors are fear and time – lots of fear and little time in the healthcare workday. And to overcome these governors, all we can do is continue to educate just like I am trying to do with this article and my thoughts herein.

      On the fear front, Kathi’s comments below are emblematic in this regard. Doctors are so fearful of putting anything in writing that they do nothing. This leads to non-physicians like Jenny McCarthy leading medical conversations. While I think the fear has some merit (e.g., physicians must observe HIPAA), it is largely a fear of the medium rather than the liability. Doctors are constantly out in our communities offering medical advice. Simply because they are interacting with an *online* community should not change that equation. And let’s keep in mind that this type of advice – in almost every instance – is only to orient the lay person rather than to conduct a full-blown exam. To *orient* someone in person or in writing is a fairly risk-free endeavor – HIPAA is never even implicated. Moreover, online is even safer because the prospective patient cannot immediately remove clothing to show where it hurts.

      The time issue is more relevant imo, as doctors are being run pretty ragged these days. Administrative “have to’s” have grown so much in the last 20 years that most doctors simply no longer have time to get involved in their communities and/or market their practice. And that is really sad because ultimately a medical practice is a business, and without that community involvement and marketing, the practice will simply die. That is why doctors need to develop an intentional action plan that allows them to do efficient, targeted outreach. Having a solid Core Web Presence tied into 2-3 social media outlets can go a long way in this regard.

      Nicole – I give a lot of speeches on these issues and would be happy to come speak to your hospital, group or association the next time I am in your area. Again, I think it is all about education so I am happy to help you in that process.

      Thanks for your thoughtful comment.

      Mark
      CEO, Avvo
      http://www.avvo.com

  3. Kathi Browne Tuesday, April 3, 2012

    Medical information isn’t reliable because non-physicians are providing the majority of the content. Why? Because physicians have been the targets of lawsuit lotteries for too long.

    If we want more informative content, then we have to put something in place so that health care professionals feel safe when participating. Until that happens, physicians will restrict social presence to convenient appointment scheduling, downloadable post-procedure information, and reputation monitoring.

    1. Kathi – Thanks for your thoughts. I think this is a cop-out. Yes, lawsuits are real, but you are confusing lawsuits and life. Doctors don’t get sued for being involved in their communities, they simply fulfill their Hippocratic Oath and realize thriving practices.

      Mark
      CEO, Avvo
      http://www.avvo.com

  4. Interesting topic Britton. I think the benefits of social media outweigh the risks involved. Patients are looking for information online and Physicians should be there to educate them if they want to gain from them.

    Erick Kinuthia
    Team MDwebpro

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