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Effective Use of Social Media in
Health Care
Lee Aase
Mayo Clinic Center for Social Media
November 7, 2013
THE Book on Social Media in Health
Care
• Essays from 30 thought
leaders

• The “Why?” of social media
in health care

• N...
Prologue: A Story that Demonstrates
the Power of Social Platforms
• Presentation at Community 2.0 conference in
San Franci...
Behold, the Power of Slideshare...
Slideshare.net: YouTube for PowerPoint
Agenda
• Discuss Mayo Clinic’s experience and the
historical import of social media

• Introduction to various social medi...
The Hidden Agenda
• You will see the transformational power of social
media

• You will see social platforms as tools to d...
Two Heroes
Six Magic Words
Four Reasons Why
They’re True for You
“I’ll bet I
could do
that!”
©2011 MFMER | 3139261-
About Lee Aase (@LeeAase)
• B.S. Political Science
• 14 years in politics and government at local, state,
national levels
...
©2011 MFMER | 3139261-
©2011 MFMER | 3139261-
©2011 MFMER | 3139261-
©2011 MFMER | 3139261-
©2011 MFMER | 3139261-
One More Bonus
Reason
One more reason why you can do this...
Intro to Today’s FREE Tools
Blogs

RSS

Podcasts

Social Networks

YouTube

Slideshare

Wikis

Twitter
Intro to Blogs

• Just an easy-to-publish Web site that allows
comments

• Blogs in Plain English - Lee LeFever
• You read...
RSS = Really Simple Syndication

• Lets you easily track dozens of blogs or other
Web sites without surfing

• Truly opt-i...
Podcasts

• TiVo for Audio (or video)
• Don’t need an iPod to use
• Series of segments to which you can
subscribe via RSS
...
Behold, the power of Social Networking!
Graham Lewis Aase
Born Oct. 31, 2013
Wikis

•
•
•
•

Collaborative editing tools
Wikipedia the most famous
4.3 million articles in English
Definitive stories q...
YouTube

• World’s #2 search engine
• “The world has voted, and we want to watch
videos on YouTube.” - Andy Sernovitz,
Soc...
Slideshare.net: YouTube for PowerPoint
A Brief History of Social Media
at Mayo Clinic

©2011 MFMER | 3139261-
Answering a burning question...
It all started with a tornado...
©2011 MFMER | 3139261-
Mayo Clinic’s First Social Networkers
Social Networking is part of the
@MayoClinic DNA and is
fundamental to health care

©2011 MFMER | 3139261-
Mayo Clinic Medical Edge
Syndicated News Media Resources
First Foray in “New” Media

• Existing Medical Edge radio mp3s
• Launched Sept. ‘05; Downloads up 8,217 percent
Oct. vs. A...
Taking a step back: Content Creation/
“New Media” Task Force
• Public Affairs group met Oct. 2005 to July 2006
• Reviewed ...
My First Blog Post - 7/30/06
Lines from Lee
Beyond the Hypochondriac feed
Medical Edge Sample Sound Bite
Involuntary Social Network Representation
myspace.com/mayoclinic
Facebook: 11/7/07
A Pivotal Presentation
The Revolutionary impact of
consumer-grade video
Dramatically increased number of videos and
depth of content
@MayoClinic on Twitter: 4/29/08
The $4-a-month online newsroom
Let’s Talk “site” - May 2008
Sharing Mayo Clinic - January 2009
An Email from Dr. Noseworthy
• Paraphrased version: I know we’re doing a lot in
social media, but have we considered wheth...
Mayo Clinic Center for Social Media
• The Mayo Clinic Center for Social Media exists
to improve health globally by acceler...
A Catalyst for Social Media

©2011 MFMER | slide-40
Social Media Health Network

• Membership group associated with Mayo Clinic
Center for Social Media

• For organizations w...
©2011 MFMER | 3139261-
A Broader Historical Perspective...
Thesis #1: Air was the original
social medium
Patient Word of Mouth

• 91% said “good things” about Mayo Clinic after
visits
• Average of 43 heard “good things”

• 86% ...
Sources Influencing Preference
for Mayo Clinic
Word of mouth

82

News stories

62

Hospital ratings

48

Internet

33

MD...
#2: Electronic tools merely
facilitate broader, more efficient
transmission by overcoming
inertia and friction
#4: Social media are the third
millennium’s defining
communications trend
Gutenberg: Global Mass Literacy
Zuckerberg: Global Mass Publishing
#7: Hand-wringing about merits
and dangers of social media is
as productive as debating
gravity
If you think blocking is a viable long-term
option...
And if you do block, you’re not alone...
Does your organization maintain an
official presence on...
0
Facebook
Google+
LinkedIn
Pinterest
Twitter
YouTube

25

50

...
Are employees able to access social
networking sites from their computers
connected to the corporate network?
All
None
Som...
If not blocking, has access always
been available or was a decision
made to open?
Always Open
Formerly Blocked

37%

63%
If access is open, characterization of
problems experienced due to access
None
Moderate
Minor
44%
47%

9%
If access is open, is your organization
actively considering restricting
access?
Yes
No
Unsure

4%
22%

74%
What are the main reasons for
blocking access to these sites?
0
Network Bandwidth
Network Security
Employee Productivity
P...
Why it Matters:
The Pertussis Experience
• With introduction of DTP vaccine, U.S. pertussis
cases declined 90 percent in 1...
Main Points of White Paper
• Social networking is pandemic in society
• Medical professionals have been less present in
on...
A Balanced Approach to Professionalism
• Avoiding faux pas is important but cannot be the

only standard for judging profe...
#SocialAtMayo - May 2013
#17: Social media are free in
any ordinary sense of the word
(or at least ridiculously
inexpensive)
Total Cost for Mayo Clinic Facebook,
YouTube and Twitter

$0.00
In the European Union, based on current
exchange rates:

€0,00
#18: As I approaches zero, ROI
approaches infinity
Unique Myelofibrosis Patients
MCF

MCA

400
300
200
100
0

2008

2009

2010

2011
#33: Social media will decrease
diffusion time for medical
research and healthcare
innovations
Discovery by Richard Berger, M.D. Ph.D
UT Ligament Split Tear
Less than 24 hours after my initial appointment, I not only
had a new diagnosis - a UT split tear - but had surgery to
cor...
4 Ways to Connect

• Explore free Social Media Health Network

resources at network.socialmedia.mayoclinic.org
• News and ...
For Further Interaction:

• Google Lee Aase or SMUG U
• @LeeAase on Twitter
• For Social Media Health Network information
...
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Updated slides for my presentation at PIAA in Seattle Nov 7, 2013

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  1. 1. Effective Use of Social Media in Health Care Lee Aase Mayo Clinic Center for Social Media November 7, 2013
  2. 2. THE Book on Social Media in Health Care • Essays from 30 thought leaders • The “Why?” of social media in health care • Net proceeds fund patient scholarships • Available on Amazon and discount bulk orders on CreateSpace (with offer code Z4L7DBSN)
  3. 3. Prologue: A Story that Demonstrates the Power of Social Platforms • Presentation at Community 2.0 conference in San Francisco on May 12, 2009 • Attendance approximately 200 • Somebody tweeted something like “Hey @GuyKawasaki, @LeeAase just mentioned you in his presentation” and included the link to my presentation, which I had uploaded to Slideshare.net
  4. 4. Behold, the Power of Slideshare...
  5. 5. Slideshare.net: YouTube for PowerPoint
  6. 6. Agenda • Discuss Mayo Clinic’s experience and the historical import of social media • Introduction to various social media tools to increase your personal understanding, comfort and confidence with social media • Help you identify ways to mitigate risk while also realizing the rewards of participation.
  7. 7. The Hidden Agenda • You will see the transformational power of social media • You will see social platforms as tools to do your work more effectively and efficiently • You will believe that using social media tools is worthwhile and that you (and your organization) can do it
  8. 8. Two Heroes Six Magic Words Four Reasons Why They’re True for You
  9. 9. “I’ll bet I could do that!” ©2011 MFMER | 3139261-
  10. 10. About Lee Aase (@LeeAase) • B.S. Political Science • 14 years in politics and government at local, state, national levels • Mayo Clinic since April 2000 • Media relations consultant • Manager since 2003 • Media Relations/Research Comm • Syndication and Social Media • Director, Center for Social Media, 2010-present ©2011 MFMER | 3139261-
  11. 11. ©2011 MFMER | 3139261-
  12. 12. ©2011 MFMER | 3139261-
  13. 13. ©2011 MFMER | 3139261-
  14. 14. ©2011 MFMER | 3139261-
  15. 15. ©2011 MFMER | 3139261-
  16. 16. One More Bonus Reason
  17. 17. One more reason why you can do this...
  18. 18. Intro to Today’s FREE Tools Blogs RSS Podcasts Social Networks YouTube Slideshare Wikis Twitter
  19. 19. Intro to Blogs • Just an easy-to-publish Web site that allows comments • Blogs in Plain English - Lee LeFever • You read them all the time without even knowing it • Create a blog at wordpress.com or blogger.com in less than a minute
  20. 20. RSS = Really Simple Syndication • Lets you easily track dozens of blogs or other Web sites without surfing • Truly opt-in “email” • RSS “baked in” to browsers • Free Web-based options like Feedly
  21. 21. Podcasts • TiVo for Audio (or video) • Don’t need an iPod to use • Series of segments to which you can subscribe via RSS • iTunes free for PC or Mac
  22. 22. Behold, the power of Social Networking!
  23. 23. Graham Lewis Aase Born Oct. 31, 2013
  24. 24. Wikis • • • • Collaborative editing tools Wikipedia the most famous 4.3 million articles in English Definitive stories quickly on • 35W Bridge Collapse • Virginia Tech shooting • Sandy Hook shooting • Boston Marathon bombing
  25. 25. YouTube • World’s #2 search engine • “The world has voted, and we want to watch videos on YouTube.” - Andy Sernovitz, SocialMedia.org
  26. 26. Slideshare.net: YouTube for PowerPoint
  27. 27. A Brief History of Social Media at Mayo Clinic ©2011 MFMER | 3139261-
  28. 28. Answering a burning question...
  29. 29. It all started with a tornado...
  30. 30. ©2011 MFMER | 3139261-
  31. 31. Mayo Clinic’s First Social Networkers
  32. 32. Social Networking is part of the @MayoClinic DNA and is fundamental to health care ©2011 MFMER | 3139261-
  33. 33. Mayo Clinic Medical Edge Syndicated News Media Resources
  34. 34. First Foray in “New” Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  35. 35. Taking a step back: Content Creation/ “New Media” Task Force • Public Affairs group met Oct. 2005 to July 2006 • Reviewed landscape and made recommendations on initial strategies • Process changes to create more in-depth products - podcasting • Save blogging for later
  36. 36. My First Blog Post - 7/30/06 Lines from Lee
  37. 37. Beyond the Hypochondriac feed
  38. 38. Medical Edge Sample Sound Bite
  39. 39. Involuntary Social Network Representation myspace.com/mayoclinic
  40. 40. Facebook: 11/7/07
  41. 41. A Pivotal Presentation
  42. 42. The Revolutionary impact of consumer-grade video
  43. 43. Dramatically increased number of videos and depth of content
  44. 44. @MayoClinic on Twitter: 4/29/08
  45. 45. The $4-a-month online newsroom
  46. 46. Let’s Talk “site” - May 2008
  47. 47. Sharing Mayo Clinic - January 2009
  48. 48. An Email from Dr. Noseworthy • Paraphrased version: I know we’re doing a lot in social media, but have we considered whether a bigger investment is warranted? • January 2010 meeting Dr. Noseworthy (CEO) and Shirley Weis (CAO) endorsed concept of Center for Social Media • Gathered planning team from across Mayo • Announced MCCSM, with 8.1 new FTE, in July
  49. 49. 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.
  50. 50. A Catalyst for Social Media ©2011 MFMER | slide-40
  51. 51. 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 • Dues based on organization revenues • Individual memberships now available
  52. 52. ©2011 MFMER | 3139261-
  53. 53. A Broader Historical Perspective...
  54. 54. Thesis #1: Air was the original social medium
  55. 55. Patient Word of Mouth • 91% said “good things” about Mayo Clinic after visits • Average of 43 heard “good things” • 86% recommended Mayo Clinic • Average of 24 advised to come • Average of 6 actually came 2009 Patient Brand Monitor, n=900 ©2011 MFMER | slide-18
  56. 56. Sources Influencing Preference for Mayo Clinic Word of mouth 82 News stories 62 Hospital ratings 48 Internet 33 MD recommendation 29 Personal experience 26 Advertising 25 Direct mail 13 Social media 5 Insurance plan 5 2010 study (n=119) Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic; *differs significantly from Q2-2010 ©2011 MFMER | slide-20
  57. 57. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  58. 58. #4: Social media are the third millennium’s defining communications trend
  59. 59. Gutenberg: Global Mass Literacy Zuckerberg: Global Mass Publishing
  60. 60. #7: Hand-wringing about merits and dangers of social media is as productive as debating gravity
  61. 61. If you think blocking is a viable long-term option...
  62. 62. And if you do block, you’re not alone...
  63. 63. Does your organization maintain an official presence on... 0 Facebook Google+ LinkedIn Pinterest Twitter YouTube 25 50 75 100
  64. 64. Are employees able to access social networking sites from their computers connected to the corporate network? All None Some 36% 45% 19%
  65. 65. If not blocking, has access always been available or was a decision made to open? Always Open Formerly Blocked 37% 63%
  66. 66. If access is open, characterization of problems experienced due to access None Moderate Minor 44% 47% 9%
  67. 67. If access is open, is your organization actively considering restricting access? Yes No Unsure 4% 22% 74%
  68. 68. What are the main reasons for blocking access to these sites? 0 Network Bandwidth Network Security Employee Productivity Privacy/Professionalism Legal Liability Other 25 50 75 100
  69. 69. Why it Matters: 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.
  70. 70. Main Points of White Paper • Social networking is pandemic in society • Medical professionals have been less present in online health discussions, with negative consequences for human health • Blocking doesn’t solve the problems it purports to address • Open access, clear policies and effective education are the best solution to perceived problems and mitigate the consequences of provider absence
  71. 71. 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
  72. 72. #SocialAtMayo - May 2013
  73. 73. #17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)
  74. 74. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
  75. 75. In the European Union, based on current exchange rates: €0,00
  76. 76. #18: As I approaches zero, ROI approaches infinity
  77. 77. Unique Myelofibrosis Patients MCF MCA 400 300 200 100 0 2008 2009 2010 2011
  78. 78. #33: Social media will decrease diffusion time for medical research and healthcare innovations
  79. 79. Discovery by Richard Berger, M.D. Ph.D UT Ligament Split Tear
  80. 80. Less than 24 hours after my initial appointment, I not only had a new diagnosis - a UT split tear - but had surgery to correct the problem. As I write this, my right arm is in a festive green, but otherwise annoying cast. The shortterm hassle, however, should be more than worth the long-term gain - the potential for a future without chronic wrist pain. A future, that without Twitter and those in the medical community willing to experiment with new communications tools, might not exist for me. 3031031-10
  81. 81. 4 Ways to Connect • Explore free Social Media Health Network resources at network.socialmedia.mayoclinic.org • News and selected curriculum posts • Health Care Social Media List • Get a free Guest account • Commenting and additional access • Claim your organization’s HCSML page • Consider membership • Individual or Associate • Organization • Attend an event
  82. 82. For Further Interaction: • Google Lee Aase or SMUG U • @LeeAase on Twitter • For Social Media Health Network information • http://network.socialmedia.mayoclinic.org/ mccsm/joining-the-network/ • Contact Mayo Clinic Center for Social Media • By email: socialmediacenter@mayo.edu • By phone: 507-538-1091
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