1. Social Media for Surgical Trainees Professionalism, Promotion, and Paradigms

2. Conflicts of Interest ✚ None to declare

3. Introduction ✚ Internet ✚ Web 2.0 ✚ Social Media Social Media Communication

4. Introduction Physicians Patients Practice

5. Physicians Doctors using social media, as doctors ✚ collegiate interaction ✚ consuming information ✚ sharing information People using social media, who happen to be doctors ✚ social interaction ✚ consuming content ✚ sharing content People using social media, who may one day be doctors ✚ High school ✚ university ✚ childhood Use Misuse Professionalism Research

6. Physicians Use Misuse Professionalism Research

7. Physicians Use Misuse Professionalism Research

8. Physicians Use Misuse Professionalism Research solid ✚ tangible ✚ degradable affected by space and distance transmissible ✚ persistent searchable ✚ replicable … What conversations have you had in elevators?

9. Physicians What is it? ✚ Ethical practice ✚ Reflection and self awareness ✚ Responsibility and accountability ✚ Respect for patients ✚ Working with others ✚ Social responsibility Use Misuse Professionalism Research “… the contract between medicine and society expects physicians to embody altruism, integrity, and trustworthiness” Chretien (2008)

10. Physicians How do we learn it? “professionalism is learned largely through the information processes of experience and socialisation… …. however, as the practice of medicine becomes increasingly complex, such an informal process no longer suffices” Use Misuse Professionalism Research Swick (1999)

11. Physicians Use Misuse Professionalism Research

12. Physicians Use Misuse Professionalism Research

13. Patients ✚ Seeking information ✚ Seeking support ✚ Seeking comparisons Use Misuse Research

14. Patients Use Misuse Research

15. Patients Use Misuse Research

16. Patients Use Misuse Research

17. Practice Training + Education AdvocacyPromotion Who Why How Strategy Policy Regulation … to engage? ✚ colleagues ✚ patients ✚ potential patients ✚ the community ✚ the media … to empower? ✚ clinicians ✚ practice staff ✚ communications

18. Practice Who Why How Strategy Policy Regulation ✚ Image control ✚ Other organisations already doing it ✚ Patients and consumers expect it ✚ Could be good for patients ✚ Could be good for surgical training and practice

19. Practice Who Why How Strategy Policy Regulation Stephens (2012)

20. ✚ To whom will it apply? ✚ How will staff be educated? ✚ How will it be enforced? http://socialmediagovernance.com/policies/ Practice Who Why How Strategy Policy Regulation

21. Practice Who Why How Strategy Policy Regulation Draft Policy

22. Practice Who Why How Strategy Policy Regulation ✚ Section 133 of National Law: Regulation of Advertising of Health Services ✚ No testimonials, or purported testimonials ✚ Testimonial defined as “positive statement” by the guidelines ✚ Advertising Standards Bureau (ABS) vs. Smirnoff 2012 ✚ ACCC vs. Allergy Pathway 2011

23. Case Studies Organisation Surgeon

24. Case Studies Organisation Surgeon

25. Conclusion ✚ Social Media is here to stay ✚ Provides opportunities for patients, surgeons, training, and practice ✚ Paradigm shifts in communication practice need to be reflected in contemporary concepts of privacy and professionalism

26. Thank you