Social Networking: Its Impact in a
Changing Health Care Environment

            Lee Aase (@LeeAase)
Director, Mayo Clinic...
About Lee Aase
• B.S. Political Science
• 14 years in politics and government at
 local, state, national levels
• Mayo Cli...
Three Theses

Four “Food Groups”

 Two Case Studies
#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.
What else do patients
         know about you?


 Copyright 2009, Health Grades, Inc. All Rights Reserved.
If you think blocking is a viable
       long-term option...
#19: MacGyver is the model
 for social media success
The MacGyver Mindset
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....
Step 2: More, Longer Podcasts
Basic Social Media “Food Groups”
Providing In-Depth Information
for Patients and their Families
Shrinking the 17-year lag
    between scientific
discovery and widespread
   adoption in medical
         practice
Discovery by Richard Berger, M.D., Ph.D.

 Ulnotriquetral (UT) Ligament Split Tear
Jayson Werth’s Experience
USA Today
Nov 12, 2009




               3031031-7
Last Friday




              3031031-9
Less than 24 hours after my initial appointment, I not
  only had a new diagnosis - a UT split tear - but had
  surgery to...
What’s Next?
Mayo Clinic Center for Social Media
 • Mission: Lead the social media
  revolution in health care, contributing
  to healt...
http://socialmedia.mayoclinic.org/
Social Media Health Network
• Membership group associated with
 Mayo Clinic Center for Social Media
• Open to organization...
What do you get?
• Access to resources to speed your
 organization’s adoption of social media
  − Curriculum/Training mate...
Social Media Health Network
• Now accepting charter member
 applications
• Network launches late Sept. 2010; go to
 social...
Social Media: Its Impact in a Changing Health Care Environment
Social Media: Its Impact in a Changing Health Care Environment
Social Media: Its Impact in a Changing Health Care Environment
Social Media: Its Impact in a Changing Health Care Environment
Social Media: Its Impact in a Changing Health Care Environment
Social Media: Its Impact in a Changing Health Care Environment
Social Media: Its Impact in a Changing Health Care Environment
Social Media: Its Impact in a Changing Health Care Environment
Social Media: Its Impact in a Changing Health Care Environment
Social Media: Its Impact in a Changing Health Care Environment
Social Media: Its Impact in a Changing Health Care Environment
Social Media: Its Impact in a Changing Health Care Environment
Social Media: Its Impact in a Changing Health Care Environment
Social Media: Its Impact in a Changing Health Care Environment
Social Media: Its Impact in a Changing Health Care Environment
Social Media: Its Impact in a Changing Health Care Environment
Social Media: Its Impact in a Changing Health Care Environment
Social Media: Its Impact in a Changing Health Care Environment
Social Media: Its Impact in a Changing Health Care Environment
Social Media: Its Impact in a Changing Health Care Environment
Social Media: Its Impact in a Changing Health Care Environment
Social Media: Its Impact in a Changing Health Care Environment
Social Media: Its Impact in a Changing Health Care Environment
Social Media: Its Impact in a Changing Health Care Environment
Social Media: Its Impact in a Changing Health Care Environment
Social Media: Its Impact in a Changing Health Care Environment
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Social Media: Its Impact in a Changing Health Care Environment

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My presentation to the Lee White Innovation Institute in Philadelphia, as part of a panel on social media in health care.

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Social Media: Its Impact in a Changing Health Care Environment

  1. 1. Social Networking: Its Impact in a Changing Health Care Environment Lee Aase (@LeeAase) Director, Mayo Clinic Center for Social Media #MCCSM Lee White Innovation Institute Philadelphia September 15, 2010
  2. 2. About Lee Aase • 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, leading our national media relations team
  3. 3. Three Theses Four “Food Groups” Two Case Studies
  4. 4. #4: Social media are the third millennium’s defining communications trend
  5. 5. Gutenberg: Global Mass Literacy Zuckerberg: Global Mass Publishing
  6. 6. #7: Hand-wringing about merits and dangers of social media is as productive as debating gravity.
  7. 7. What else do patients know about you?  Copyright 2009, Health Grades, Inc. All Rights Reserved.
  8. 8. If you think blocking is a viable long-term option...
  9. 9. #19: MacGyver is the model for social media success
  10. 10. The MacGyver Mindset
  11. 11. Mayo Clinic Medical Edge Syndicated News Media Resources
  12. 12. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  13. 13. Step 2: More, Longer Podcasts
  14. 14. Basic Social Media “Food Groups”
  15. 15. Providing In-Depth Information for Patients and their Families
  16. 16. Shrinking the 17-year lag between scientific discovery and widespread adoption in medical practice
  17. 17. Discovery by Richard Berger, M.D., Ph.D. Ulnotriquetral (UT) Ligament Split Tear
  18. 18. Jayson Werth’s Experience
  19. 19. USA Today Nov 12, 2009 3031031-7
  20. 20. Last Friday 3031031-9
  21. 21. 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 short-term 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
  22. 22. What’s Next?
  23. 23. Mayo Clinic Center for Social Media • Mission: Lead the social media revolution in health care, contributing to health and well being for people everywhere − Grow social media use by Mayo Clinic − Create resources for use at Mayo Clinic that can be shared with organizations wanting to use social media in health and health care
  24. 24. http://socialmedia.mayoclinic.org/
  25. 25. Social Media Health Network • Membership group associated with Mayo Clinic Center for Social Media • Open to organizations and individuals wanting to use social media to improve health and health care • Membership dues based on organization revenues • Industry members, but no industry grant funding
  26. 26. What do you get? • Access to resources to speed your organization’s adoption of social media − Curriculum/Training materials − Guidelines/Policies/Job Descriptions − Technical services and support • Member site for sharing, learning • Community and blogging platforms − Low-cost hosted solutions − Free access to source code
  27. 27. Social Media Health Network • Now accepting charter member applications • Network launches late Sept. 2010; go to socialmedia.mayoclinic.org or email aase.lee@mayo.edu for info on joining

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