Social Media at Digestive Diseases Week

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Slides from the presentation I am delivering this morning in Chicago at Digestive Diseases Week (#DDW14)

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Social Media at Digestive Diseases Week

  1. 1. Lee Aase Mayo Clinic Center for Social Media May 6, 2014 Patient Engagement through Apps and Social Media
  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. 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 #DDW14 (or save it for the end)
  4. 4. 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
  5. 5. 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...
  6. 6. ©2011 MFMER | 3139261- 150 Years Ago
  7. 7. A precipitating event in 1883...
  8. 8. ©2011 MFMER | 3139261-
  9. 9. Mayo Clinic’s First Social Networkers
  10. 10. ©2011 MFMER | 3139261- Social Networking is part of the Mayo Clinic DNA and is fundamental to health care
  11. 11. ©2011 MFMER | 3139261- From their day through most of the 20th Century, reaching large audiences via media was simple but expensive...
  12. 12. ©2011 MFMER | 3139261- ...or you could “earn” an audience by getting past one of these gatekeepers
  13. 13. Then along came the Internet:
  14. 14. ©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)
  15. 15. Mayo Clinic Medical Edge Syndicated News Media Resources
  16. 16. First Foray in “New” Media • Existing Medical Edge radio mp3s • Launched Sept. ’05 • Downloads increased 8,217% Oct. vs. Aug.
  17. 17. Beyond the Hypochondriac feed
  18. 18. Mayo Clinic Medical Edge Sample Sound Bite
  19. 19. Involuntary Social Network Representation myspace.com/mayoclinic
  20. 20. Facebook: 11/7/07
  21. 21. The Revolutionary impact of consumer-grade video
  22. 22. Dramatically increased number of videos and depth of content
  23. 23. ©2011 MFMER | 3139261- Opening New Opportunities and Shifting the Balance in Media and Social Networking • From simple and expensive to complex and “free” • Overcoming barriers of time and space • Diminishing “big media” oligopoly • From Almighty Dollar to King Content • From MacArthur to McGyver
  24. 24. Case Study #1: The Power of Consumer-Grade Video
  25. 25. Unique Myelofibrosis Patients 0 100 200 300 400 2008 2009 2010 2011 2012 2013 MCF MCA
  26. 26. Lee’s Law of Social Media Measurement: As I approaches 0, ROI approaches ∞
  27. 27. Case Study #2: Traditional and Social Media Synergy
  28. 28. 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
  29. 29. Email from Dr. John Noseworthy August 2009 • 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 and CAO endorsed Center for Social Media concept • Planning team gathered from across Mayo • Announced MCCSM in July 2010
  30. 30. 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.
  31. 31. ©2011 MFMER | slide-40 A Catalyst for Social Media
  32. 32. 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
  33. 33. Applying Social Media Throughout Mayo Clinic • Mayo Clinic Connect community • Mayo Clinic News Network • Research • Recruitment for clinical trials • Therapeutic applications • Education • Continuing education promotion • Integration within courses
  34. 34. Case Study #3: Patient Education Collaboration Opportunities • Videos covering FAQs • Short, procedurally focused videos are ideal • Huge potential savings (or expansion of video availability) • Crossover potential for demand generation
  35. 35. 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: $?
  36. 36. 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.
  37. 37. 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
  38. 38. Key Elements • All policies apply in social media, too • Privacy • Mutual Respect • Computer use • Generally don’t “friend” patients • Remember the “front page” rule
  39. 39. Guidelines are Necessary but Not Sufficient
  40. 40. 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
  41. 41. Two Things Patients Seek Online • Trustworthy information from knowledgeable sources • Support and community
  42. 42. Celiac Disease Videos
  43. 43. Celiac Disease Videos
  44. 44. http://celiacblog.mayoclinic.org/
  45. 45. http://ibdblog.mayoclinic.org/
  46. 46. For Further Interaction: • Google Lee Aase or MCCSM • @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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