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A perspective on retina education through social media.

ABSTRACT: Since the beginning of the Internet, new ways of providing medical education have emerged. Social media networks are one of the most influential communication tools and allow content sharing, collaborative modification and interaction. Its relevance for teaching and learning in medical education has been extensively studied. These new media have also heightened the need for a new way of communication. The purpose of this article is to discuss the value of communication in medical education through social media and present an eight-year personal experience on this field.

SUBMITTER: Leitao Guerra RL

PROVIDER: S-EPMC7510150 | biostudies-literature | 2020

REPOSITORIES: biostudies-literature

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A perspective on retina education through social media.

Leitão Guerra Ricardo Luz RL

International journal of retina and vitreous 20200922

Since the beginning of the Internet, new ways of providing medical education have emerged. Social media networks are one of the most influential communication tools and allow content sharing, collaborative modification and interaction. Its relevance for teaching and learning in medical education has been extensively studied. These new media have also heightened the need for a new way of communication. The purpose of this article is to discuss the value of communication in medical education throu ...[more]

PMID: 32983571

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Project description:ImportanceNew dissemination methods are needed to engage physicians in evidence-based continuing medical education (CME).ObjectiveTo examine the effectiveness of social media in engaging physicians in non-industry-sponsored CME.DesignWe tested the effect of different media platforms (e-mail, Facebook, paid Facebook and Twitter), CME topics, and different "hooks" (e.g., Q&A, clinical pearl and best evidence) on driving clicks to a landing site featuring non-industry sponsored CME. We modelled the effects of social media platform, CME topic, and hook using negative binomial regression on clicks to a single landing site. We used clicks to landing site adjusted for exposure and message number to calculate rate ratios. To understand how physicians interact with CME content on social media, we also conducted interviews with 10 physicians.SettingThe National Physicians Alliance (NPA) membership.ParticipantsNPA e-mail recipients, Facebook followers and friends, and Twitter followers.Main outcomes and measuresClicks to the NPA's CME landing site.ResultsOn average, 4,544 recipients received each message. Messages generated a total of 592 clicks to the landing site, for a rate of 5.4 clicks per 1000 recipients exposed. There were 5.4 clicks from e-mail, 11.9 clicks from Facebook, 5.5 clicks from paid Facebook, and 6.9 clicks from Twitter to the landing site for 1000 physicians exposed to each of 4 selected CME modules. A Facebook post generated 2.3x as many clicks to the landing site as did an e-mail after controlling for participant exposure, hook type and CME topic (p<0.001). Twitter posts (p = 0.13) and paid Facebook posts (p = 0.06) were not statistically different from e-mail in generating clicks to the landing site. Use of different hooks to engage physicians had no impact on clicks to the landing site. Interviews with physicians suggested that social media might not be a preferred vehicle for disseminating CME.ConclusionsSocial media has a modest impact on driving traffic to evidence-based CME options. Facebook had a superior effect on driving physician web traffic to evidence-based CME compared to other social media platforms and email.

Dataset Information

A perspective on retina education through social media.

Publications

A perspective on retina education through social media.

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