Neurorehabilitation Summit Presentation

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Slides from my presentation today to the Neurorehabilitation Summit at Mayo Clinic in Rochester, Minn.

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Neurorehabilitation Summit Presentation

  1. 1. Lee Aase Mayo Clinic Center for Social Media May 20, 2014 Social Media in Health Care
  2. 2. ©2011 MFMER | 3139261- Disclosures I am a salaried employee of Mayo Clinic. I will say nice things about Mayo Clinic. I have no other conflicts to report.
  3. 3. ©2011 MFMER | 3139261-
  4. 4. Prologue: A Case Study/Diagnostic Exercise • 45 yo male deferred for blood donation • Hemoglobin 11.9 g/dL • Ferritin 4 mcg/L • Patient reports healthy appetite but has lost 20 lbs from previous high within the last two years • What tests or procedures would you pursue? • What diagnoses might you expect? • Tweet your answers to #MCCSM (or save them for the end)
  5. 5. Agenda • A century of social networking at Mayo Clinic • How changes in the media landscape have created opportunities (and challenges) • The continuity of media and networking • Three Case Studies: Bottom-line benefits of applying social media • Social Media and Professionalism • Future directions and applications
  6. 6. Three Claims to Fame for Rochester, MN • Mayo Clinic • Patients from every U.S. state and >140 countries every year • More than 1 of 5 travel >500 miles • Celebrating Sesquicentennial this year • IBM’s largest facility (in square feet), and as you may have noticed...
  7. 7. ©2011 MFMER | 3139261- 150 Years Ago
  8. 8. A precipitating event 19 years later...
  9. 9. ©2011 MFMER | 3139261-
  10. 10. Mayo Clinic’s First Social Networkers
  11. 11. ©2011 MFMER | 3139261- Social Networking is part of the Mayo Clinic DNA and is fundamental to health care
  12. 12. ©2011 MFMER | 3139261- From their day through most of the 20th Century, reaching large audiences via media was simple but expensive...
  13. 13. ©2011 MFMER | 3139261- ...or you could “earn” an audience by getting past one of these gatekeepers
  14. 14. Then along came the Internet:
  15. 15. ©2011 MFMER | slide-20 Sources of Information Influencing Preference for Mayo Clinic Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic; *differs significantly from Q2-2010 5 5 13 25 26 29 33 48 62 82Word of mouth News stories Hospital ratings Internet MD recommendation Personal experience Advertising Direct mail Social media Insurance plan 2010 study (n=119)
  16. 16. Mayo Clinic Medical Edge Syndicated News Media Resources
  17. 17. First Foray in “New” Media • Existing Medical Edge radio mp3s • Launched Sept. ’05 • Downloads increased 8,217% Oct. vs. Aug.
  18. 18. Beyond the Hypochondriac feed
  19. 19. Mayo Clinic Medical Edge Sample Sound Bite
  20. 20. Involuntary Social Network Representation myspace.com/mayoclinic
  21. 21. Facebook: 11/7/07
  22. 22. The Revolutionary impact of consumer-grade video
  23. 23. Dramatically increased number of videos and depth of content
  24. 24. ©2011 MFMER | 3139261- Opening New Opportunities and Shifting the Balance in Media • From simple & expensive to complex & “free” • Overcoming barriers of time and space • Diminishing “big media” oligopoly • From Almighty Dollar to Content as King • From MacArthur to McGyver (General to Guerilla)
  25. 25. Case Study #1: The Power of Consumer-Grade Video
  26. 26. Unique Myelofibrosis Patients 0 100 200 300 400 2008 2009 2010 2011 2012 2013 MCF MCA
  27. 27. Lee’s Law of Social Media Measurement: As I approaches 0, ROI approaches ∞
  28. 28. Case Study #2: Traditional and Social Media Synergy
  29. 29. My Excellent Phillies Adventure
  30. 30. Social and Traditional Media Synergy • YouTube video leads to USA Today story • USA Today story leads to #wristpain Twitter chat with explanatory videos and trainee list • Twitter chat leads to patient procedure and blog post • Blog post leads to USA Today story
  31. 31. Case Study #3: Patient Education Collaboration • Traditional, scripted patient education videos are costly and limited in application • More demand than we can afford to supply • Exploring alternative method for videos covering FAQs • Short, procedurally focused videos are ideal • Huge potential savings (or expansion of video availability) • Crossover potential for demand generation
  32. 32. Calculating ROI • Cost of shooting and editing < $200 • Cost of storage: $0 • Cost of distribution: $0 • Value of time saved (NG pts/year x minutes/pt x $/hr/60 x self-serve %): $?,??? • Increase in patient satisfaction: $?,??? • Other “marketing” benefits: $?
  33. 33. The Cost of Non-Participation: The Pertussis Experience • With introduction of DTP vaccine, U.S. pertussis cases declined 90 percent in 15 years, from 120,000 cases in 1950 to 6,800 in 1965. • For 37 years, cases never exceeded 10,000/yr.
  34. 34. A Balanced Approach to Professionalism • Avoiding faux pas is important but cannot be the only standard for judging professionalism in social media • Professionalism is more than the absence of unprofessional conduct • Professionals have a moral obligation to use available tools effectively on behalf of those they serve
  35. 35. Key Elements • All policies apply in social media, too • Privacy • Mutual Respect • Computer use • Generally don’t “friend” patients • Remember the “front page” rule
  36. 36. Guidelines are Necessary but Not Sufficient
  37. 37. Mayo Clinic Center for Social Media • The Mayo Clinic Center for Social Media exists to improve health globally by accelerating effective application of social media tools throughout Mayo Clinic and spurring broader and deeper engagement in social media by hospitals, medical professionals and patients. • Our Mission: Lead the social media revolution in health care, contributing to health and well being for people everywhere.
  38. 38. ©2011 MFMER | slide-40 A Catalyst for Social Media
  39. 39. Social Media Health Network • Membership group associated with Mayo Clinic Center for Social Media • For organizations wanting to use social media to promote health, fight disease and improve health care • Much content available through free Guest account • Dues based on organization revenues, and individual paid memberships also are available
  40. 40. ©2011 MFMER | slide-40 Health Care Social Media List
  41. 41. ©2011 MFMER | slide-40 Examples of Hospitals, AMCs
  42. 42. Applying Social Media Throughout Mayo Clinic • Mayo Clinic Connect community • Mayo Clinic News Network • Research • Recruitment for clinical trials • Therapeutic applications - e.g. Traumatic Brain Injury Community (CONNECT Trial) • Education • Continuing education promotion • Integration within courses
  43. 43. Back to our Opening Exercise • 45 yo male deferred for blood donation • Hemoglobin 11.9 g/dL; Ferritin 4 mcg/L • Endoscopy and colonoscopy negative for bleeding ulcer and colon cancer • IgA, Tissue Transglutaminase Ab, S >100 U/mL • Diagnosis: Celiac Disease
  44. 44. Two Things Patients Seek Online • Trustworthy information from knowledgeable sources • Support and community • You can help provide the former and facilitate the latter
  45. 45. Celiac Disease Videos
  46. 46. Celiac Disease Videos
  47. 47. http://celiacblog.mayoclinic.org/
  48. 48. Applications for You • Consider how social media tools could • Reduce repetitive explanations • Elevate conversations • Engage family caregivers • Build rapport with appropriate boundaries • Generally don’t “friend” patients • Review privacy settings • Engage Responsibly • Avoid abdication • Do well by doing good
  49. 49. For Further Interaction: • Google Lee Aase or MCCSM • @LeeAase on Twitter or #MCCSM • Or we could just talk right now...

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