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Social Media Trends to Watch for in 2009

In 2008 medicine evolved.  There was an explosion of social media applications enabling physicians and consumers to share healthcare related information.  With 60 million U.S. adults now Health 2.0 consumers according to Manhattan Research, I want to look ahead to the coming year and share, from a physician's perspective, the trends I will be watching for in 2009.

Provider Trends in 2009
Physicians will continue to pour into online communities and physician social networks throughout 2009, but priorities are changing, and we will demand more from the social media services we use - we will see:

The Evolution of Physician Collaboration.
We will embrace resources that offer trusted information and look for more in a site than news feeds or discussions boards.  And we will build and use professional networks to help filter the overflow of information and prioritize our learning activities. 

Recognition of rapid communication tools as a resource, not a distraction.
Health Systems and provider groups will start to understand the massive potential of instant communication, whether mobile or via microblogging as an information and collaboration resource, and begin to 'unblock' these services for their providers.

Early steps in improving Provider/Industry interaction.
In order to re-establish trust in their interactions with Physicians, Industry will begin to lean towards a more open and balanced exchange of information.  Over time, new models will level the playing field with improved transparency between both parties. 

Mobile, Mobile, Mobile. Physicians have always been interested in mobile apps for referencing medication doses and practice management resources but with wireless broadband access, faster processors, and slick new devices like the 3G iPhone, more useful and productive apps are bound to appear.  Look for mobile apps that go beyond simple reference and calculators to interactive learning, CME, and instant or "store and forward" consultations.

Consumer Trends in 2009
We will see continued explosive growth in patient social networking sites with a disease focus, such as PatientsLikeMe and ReliefInsite and an increased use of health focused social search, however, some areas that I see as particularly interesting, are:

Expansion and refinement of direct to consumer medical services with 'Real World' interpretations.
As the tools for consumers grow in number and variety, their focus will shift to provide more 'Outcome Oriented' results so that Consumers will be armed with more useful information when going to their doctors, often having researched the problem and potential solution before the visit.  This enables and empowers patients, which has always been the best way to help them take care of themselves.

Social Media meeting mainstream medicine.
We will see the first set of high quality studies being initiated based on observational and anecdotal data collected from consumer social networking sites - officially signaling the impact social media is already having.

Patients and Providers - the 'Hip' connection.
A slow, but notable, growth will occur with the use of tools such as Private Label Twitter clients (discussion by Ted Eytan) and new EMR communications platforms like Hello Health from Myca to connect physicians with our patients.  Improving patient-provider communications through simple, secure, and inexpensive mechanisms will frighten some away, but those who brave the new waters will find it rewarding and efficient.

Physician Rating sites miss the mark. A continued push by health plans for consumer evaluation of physicians will lead to an over saturated market that simply confuses the issue instead of adding an effective layer of transparency.  This will create demand for a more useful rating system that balances qualitative outcome measurements with subjective consumer feedback. 

I look at the myriad of services, sites, and people involved in trying to improve healthcare and truly believe these are exciting times.  At the end of 2009, we will look back and say that these trends and other pioneering ideas drove significant change.

Best Wishes for a Happy New Year,

Jason Bhan, MD
Co-Founder, Ozmosis

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