Create an account and get 3 free clips per day.
Chapters
Utility of Social Media | Twitter Case Files
Utility of Social Media | Twitter Case Files
baltimorecenterchapteropinionsphysicianspostpracticeutility
Educational Opportunities of Social Media | Twitter Case Files
Impact of Social Media on Cases | Twitter Case Files
Impact of Social Media on Cases | Twitter Case Files
ablationablationschapterembolizationfibroidsuddenurologist
Tips and Tricks | Twitter Case Files
Tips and Tricks | Twitter Case Files
adaptapplicablechaptercontentgoogleidentifyingpostroutinestenttrauma
Examples of Highly Viewed Tweets | Twitter Case Files
Examples of Highly Viewed Tweets | Twitter Case Files
anatomycancercarcinomachapterconsistencyexcitingfindingguptaimagingkidneypatientpatientssanjay
Transcript

my name is AJ Gunn I'm an adventurer radiologist that UAB I really appreciate you guys inviting me to come talk about this so you know when we initially got the invitation it was kind of like Twitter's best cases and like frankly do not post any of Twitter's best cases in

any way I call them spike the football cases and I realized pretty quickly that other physicians they didn't care that much about spike the football cases and they were actually really surprised by the

simple easy things that I thought were boring but they thought were really interesting so instead of kind of like finding some spike the football cases I kind of went back and found what were they you know over the last year the

flyest the five highest impact post that I had and I thought there'd be something unique about each one that I could talk about but you'll really see that it's much more random than anything so I just really you know we're gonna talk about

three things number one I just want to impress upon upon you all the the utility of social media number two we'll do some tips and tricks kind of coming from everybody which i think is a good thing and then just lastly I'm just

gonna provide some examples of of the highly rated posts from the last year so why that's like 99% of the questions you know I see that you do this that's great why are you doing it you know in the reality what it comes down to is the

fact that you know I had worked with Rob that's where I did residency at MGH and then I was at Johns Hopkins in Baltimore and then you know my wife's from Alabama and I go down to Alabama and everybody from Boston and Baltimore was like why

you know like why would you go to Alabama and all these other kinds of things and you know it's like nearly a 1200 bed you know level one trauma center we're doing like 300 intra-arterial I Oh cases a year and 150

oblations and we were a high-volume center but it's sunk in upon me really early that people did not understand kind of the breadth of our practice and the scope of our practice and so for me what it really started out being is I

wanted to highlight UAB interventional radiology as a place for people to come work for future physicians to come work for medical students that come do their training you know and for residents for come do training that's kind of where

really things started and frankly you know of all the things that I'm asked to do this is one of the least amount of time with the highest amount of yield that has kind of come from for our practice and you know

for my career so so what's the utility there is some couple great pictures and I really think it's it's the opportunity to define yourself you know what your practice is and what's the cases that you guys are doing in your group and you

know I made you know when I got on I had read some articles about how to do it was just kind of Google they didn't and frankly I made a conscious decision to put my name in my face and actually really what I was doing you know from

the get-go and what I found I would actually encourage you if you're thinking about doing to do that because what I found it actually provides me a lot of restraint about the things that I post and the things that I say because

and not because I don't love the people to respond to my tweets I just don't respond because people you know someone will try to engage with you in a nasty way and I just don't you know and just because it's not it's not worth it

really at the end of the day and I think that bad has been very helpful to have my name in my face there because it really and it has a voice and that's the other thing might the other thing is that you have to decide who you're going

to talk to with each tweet each post Instagram whatever can't be all things to all people right so when I think about what I'm gonna post I think about is this for medical students for education is this

to you know promote something new that we're doing at IR and UAB IR is this something to promote something that I'm doing and so each one of those things is something different when I'm doing so you can't use 45 different hashtags and

each tweet is just gonna get lost in this mess right so you have to think about each day what you're gonna do and who that message is gonna be and that voice and that message needs to be consistent across time okay because

otherwise you're not you're not going to get a following because people like well that was a cool tweet but you know what the you know now they're talking about the the NBA for three weeks and I don't care what their opinions are about the

NBA they care what their opinions are about the things that you're an expert at of course you may be an opinion a

sports expert I'm not sure okay educational opportunities I think you know Peter did a really good job you

know outlining this there are certainly things that I have seen on Twitter that I have incorporated into my practice as Kumar was mentoring before you know within five minutes of asking something on a direct message I can get 10 to 15

responses about this is what I would do I've seen this before and that really comes becomes a great resource you know finally really for professional development you know I think it you know way to be able to you know learn the

things that other other people are doing but at the same time kind of you saying you'll for us at UAB I are it's like people just did not recognize what we were doing and you know Josh you know speaking of Josh Josh has pulled me

aside to our sna you know not last year but the year before and he said to me I've heard more about you ABI R in the last six months than I've had in my 20 prior years of practice and he said that's because what you guys are doing

online and so we get we get residency applicants we get no not really medical school applicants but we definitely get residency applicants fellow applicants that are coming from different parts of the country now not

primarily the southeast New Jersey New York California you know Colorado or just to name a few what are you doing here because it's not often that we get people from outside the southeast applying to UAB and it's

because they've seen what we're doing on social media so we're putting ourselves in the consciousness of people and it really elevates your practice and so it you know it just you attract greater people by putting yourself out there as

content experts okay so you know these

are just a couple examples you know this is a little bit of older data but our uterine fibroid embolization have gone up by 60 percent from when we started to where we are now or filter retrieval

program gone up by 400 percent you know our ablations have gone up by over 50% you know and that's it's not saying that's all because of social media but it's partially because of that because we do get patients that come into our

clinic because of that and then on top of that I'll tag when I'm doing an ablation I'll tag my urologist or I'll tag de aslv you know and then all of a sudden sometimes they like it which pushes it to their followers or they'll

retweet it which directly pushes it to their followers and then in which case you're putting yourself in the consciousness of people that can refer you cases and all of a sudden now you become indispensable in the realm of

ablation at least in my case because everybody sees me posting about it right so everybody in our institution is sending me ablation cases and that's a really great thing for us so you know I

mean this kind of Captain Obvious thing

because everybody runs through that but I do want to say there's no identifying information and it's more than the obvious identifying information like date of birth name these different kinds of things as I think Peter mentioned

before we also had to come up with a policy at UAB because one of my partner's post the case about a 14 year old girl that got trampled by a horse and they had to do a renal artery stent well I even knew who that girl was

because she was the niece of one of my friends I mean you know it doesn't take much when you put in a weird history so if you go back and you look through my feed I rarely ever talk about the patient's X I

ever talk about the patient's age we at least have a 48 to 72-hour moratorium that we have from the time that we did it to the time that that we're allowed to post it and for me I time them out at about once a day so I'm about six weeks

out from when I did the case now at this point too when things are getting posted and I think part of that is especially like in a trauma situation or an emergent situation which you don't want is you just went and talked to the

family about some trauma intervention or whatever you did and then all of a sudden they kind of google you or whatever and then while they're waiting to see their family member and then you post the case that you just did I mean

that's just it's just it's not it's just not kosher and if it was your family member I'm not sure that that's something you'd want them to do so whatever they are you know if your institution is pushing back I mean I

think you can definitely work with some of us who have worked with our institutions about developing guidelines and when I talk about deliver applicable content and one of the biggest things that I learned is when I posted

something it gets liked and gets retweeted post more of those things okay because that's what your followers want right so I learned when I started to put arrows on tweets that those got liked and retweeted a lot more so it's like

okay well I'm gonna start doing that when I posted simpler tweets they got liked and retweeted a lot more so you have to adapt your content towards what people want so if you're posting something that it has no legs no

retweets no legs no retweets every single day you need to adapt your content to what people are what you what they're doing and also when I mean applicable it needs to be somewhat consistent it's great to go out and do

like four cases in a day and then not see you for three weeks that is not a good way to gain a good social media following so like I said I try to do one a day and even if it's routine stuff if it's routine for us it's not routine for

the people that are reading it I can promise you that okay so you know this is just kind of you know you can see a little bit I don't know what I was doing in March of 18 I was probably yes I are right yeah I mean you can kind of see

the the consistency there somewhere between 30 and 40 you know 30 30 and 40 posts and you know so that level of followers kind of goes you know up and down you know kind of according to that so that's just some of the the

background stuff and that's all for free right off the platform so so this is

like the number so now we're kind of moving into you know just some highly rated post so this was like number 5 for whatever year that it was and

and so kind of the anatomy of it I liked a hashtag patient or patients I don't know why it just feels something reasonable to me cancer hashtag cancer is something that I'd like to do because what you have to think is these are

searchable terms so what is a patient or referring doctor whatever gonna go in and look up cancer kidney cancer so I don't like to use things like renal cell carcinoma a paddles so have had a cellular carcinoma I don't really say

any of those things I say liver cancer and so you know I'm tagging the company btg IO you know because they're gonna have you know they used to have more followers than I did and so it's just always to tag people added more

followers than you write because then all of a sudden they like you and then they retweet and then you know that becomes the cycles like hey this is somebody that that we could follow so as we're going through as you're looking to

is you're looking at the images you know you can see kidney cancer circle right so I was doing a research project with one of my urologist a very smart individual and we were looking at images and one of the things he asked me is

like okay well the patients in prone position right he said and that's the cancer and I'm like you have got to be kidding me right like the the level that they understood the imaging was at a level that would to me was very

surprising and which is why I started to think is like I need to start circling things I need to start labeling things I need to start putting arrows on things because even our own UAB medicine count for the longest times like we don't know

what you're doing and so we don't like or retweet any of it because we don't know what is and so we kind of had to work through that together as a group so you know another one so it's funny because this this particular patient was

both number four and I think number two and I don't know what about her makes her so attractive but you know it's the same kind of thing right now again just kidney cancer just kind of posting the same things that I do every

day hashtag kidney hashtag cancer you know without a scalpel and this was when we're back at 140 characters patient irad at UAB IRC every single time I'm trying to do the same thing at UAB I our cancer patient minimally invasive

they're going home the same day we don't have complications your cancer is dead you keep pushing those same messages over and over and over again and that was like 14 000 impressions that is just free advertising so number

three right and so 18 000 impressions this was a y9t mapping that we did and it's just really interesting this is like less than 0.1% of patients and the reason that this kind of took off a little bit

because I tagged radio pedia and radio PD and followers or something like that and so once they liked it and retweeted it you know kind of started to take off a little bit like that so that's just a really good example of pushing something

I thought okay Radio PD is like kind of imaging based and there's kind of incidents and it's a website that people use especially radiology residency medical students used to be able to learn about imaging findings so I

thought that they might be interested in that and not necessarily that they're all about IR but they were about this imaging finding and because they were able to push it out to their followers you know their followers started to

follow me so I had a high impact that way and again so this is the same patient but not all it is is follow-up of that patient right like like what is it about her that she's so exciting right but there she is at 22 000 one

impressions and so I got this idea to start posting follow-up basically without responding to come some negative comments on Twitter I thought that is a valid concern because IR is all about what's new what's exciting here's this

device that I used and I was just in a session about Bill you're an endoscopy and they did a literature review and the most exciting thing that they had on a literature review is a case series of 53 patients that's not evidence to other

specialties right and so when we post those things and people say well what's the follow-up on that I thought that was a valid criticism now I would never say that to them right like I don't want to give them any validation but I started

to think I'm gonna start following up on some of these patients when I see them in clinic and put out what the follow-up is right so that they can see that we actually are having good outcomes but you can see a consistency here right

I read cancer patient surgery at UAB I are it's the same anatomy of a tweet every single time it's boring but it's effective and then as Kunwar mentioned this is kind of like the coup de Gras from last year right so like this is

because Sanjay Gupta you know retweeted or whatever but and so it was the whole thing and I think that that's a great example of changing the conversation because I gave news interviews at my at our local stations and I thought that

that was was funny is that it up to this one I said even my local news station got this right right they knew the right people to go to and so you don't have the highest amount impressions but that's basically because Sanjay Gupta

you ended up retweeting it right and so you pick up followers that way so you know those are some of this being consistent about what you're doing finding what your followers like doing more of those things and the more likes

and retweets you see about it continue to do more of those things I think some sort of consistency both by posting like every day every other day finding some sort of schedule and then the same anadi made that tweet like you know you're

gonna look at my account like Kumar doesn't even look at it anymore because he knows what are you gonna see every day I think at this point right so it's like the same thing every day so I appreciate you guys for listening and

hope you hope it was informative so [Applause]

Disclaimer: Content and materials on Medlantis are provided for educational purposes only, and are intended for use by medical professionals, not to be used self-diagnosis or self-treatment. It is not intended as, nor should it be, a substitute for independent professional medical care. Medical practitioners must make their own independent assessment before suggesting a diagnosis or recommending or instituting a course of treatment. The content and materials on Medlantis should not in any way be seen as a replacement for consultation with colleagues or other sources, or as a substitute for conventional training and study.