The slides from a presentation I'm doing for the Workplace Partnership for Life.

1. Using Social Media Wisely in a Health
Care Setting
Lee Aase
Mayo Clinic Center for Social Media
July 25, 2012

2. Tools Unfamiliar, Not Unfathomable
http://leeaase.me/WhatIsTheInternetAnyway

3. Mayo Clinic Center for Social Media
• Our Raison d’etre: 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.

4. 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
• Industry members eligible to join, but not
accepting industry grant funding
• >120 member organizations

5. A Sample of Network Members
• American Hospital Association
• Radboud University Nijmegen Medical Center
• Jamestown Hospital
• National Cancer Institute
• Vanderbilt University Medical Center
• Encephalitis Global
• See Full List at http://socialmedia.mayoclinic.org/
network/

6. 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
• Public Affairs Manager (2003-2010)
• Director, Center for Social Media since July
2010

7. My First Blog Post - 7/30/06
Lines from Lee

12. #4: Social media are the third
millennium’s defining
communications trend

14. Gutenberg: Global Mass Literacy
Zuckerberg: Global Mass Publishing

15. #7: Hand-wringing about merits
and dangers of social media is
as productive as debating
gravity

16. As Uncle Ben would say...

17. Not that Uncle Ben. This Uncle Ben

19. Key Elements
• All policies apply in social media, too
• Privacy
• Mutual Respect
• Computer use
• Generally don’t “friend” patients
• Remember the “front page” rule

20. Medical Professionalism: Fundamentals
• Professionalism reflects the compact between health
care professionals and patients, their family
members and society at large
• It is an overarching concept that governs all aspects
of our lives, including that which occurs online
• Online behavior should seamlessly merge with
professional behavior offline

21. 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

22. HIPAA applies to Pros, not patients
• People are free to disclose their own PHI
• They’ve been doing this on the Web for well
over a decade
• Professionals should help people understand
possible ramifications of disclosure, but
• Privacy, WHILE EXTREMELY IMPORTANT, is
not the ultimate value for many
• Get standard media release waivers when
you publish PHI

23. Professionalism and Social Media
• Before you take the leap
• Develop/Review your organizational social media
policy guide
• Define your opportunity and operational goals
• Remember you represent your organization as
well as yourself
• Know and review your privacy settings

24. #21: Technology makes things
possible. People make things
happen

25. Spontaneous Coronary Artery Dissection

28. As seen in the Wall Street Journal...

29. #22: Social Media are an
essential part of a balanced
communications diet

31. Transplant Implications, Applications
• Transplant patients exceptionally motivated to
tell their stories
• Facebook opportunity is huge
• Use all levels of the SMUG Pyramid
• Share best practices and learn from others
• See Transplant-related posts on SMUG

32. Upcoming Opportunities
• Social Media Residency
• Sept. 25-26 in Scottsdale, Ariz.
• Oct. 15-16 in Rochester, Minn.
• Nov. 29-30 in Jacksonville, Fla.
• Social Media Week at Mayo Clinic Oct. 15-19
• Abstract Contest for Scholarships
• Network membership includes credits for
discounted or free registration

33. For Further Interaction:
• Google Lee Aase or SMUG U
• @LeeAase on Twitter
• aase.lee@mayo.edu
• http://socialmedia.mayoclinic.org