Accelerating the Social Media Revolution

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Slides from the Oct. 23, 2013 opening keynote by Farris Timimi, M.D. and Lee Aase of the Mayo Clinic Center for Social Media at the #MayoRagan Social Media Summit in Rochester, Minnesota.

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Accelerating the Social Media Revolution

  1. 1. Welcome to Mayo Clinic John Weston Chief Marketing Officer, Mayo Clinic October 23, 2013
  2. 2. Countries Represented Social Media Week at Mayo Clinic • • • • • • • Australia Canada Czech Republic China Japan Mexico The Netherlands
  3. 3. • 35 States • 453 Electoral Votes
  4. 4. Accelerating the Social Media Revolution Lee Aase and Farris Timimi, M.D. Mayo Clinic Center for Social Media October 23, 2013
  5. 5. Ground Rules for #MayoRagan • Please do NOT: • Put your mobile devices in airplane mode or • Put them away • Failure to make eye contact is not rude as long as you’re tweeting • Use #MayoRagan hashtag • We’re @FarrisTimimi and @LeeAase
  6. 6. 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
  7. 7. Behold, the Power of Slideshare...
  8. 8. Slideshare.net: YouTube for PowerPoint
  9. 9. GSM 110: Mayo Clinic’s Social Media History
  10. 10. Agenda • Review some milestones and the “Why?” of Mayo Clinic Center for Social Media and the Social Media Health Network • Highlight recent developments and evolution • What it all means for you • Lessons • Applications • Opportunities • Words to live by...
  11. 11. From Mayo Clinic Center for Innovation: Think Big. Start Small. Move Fast.TM
  12. 12. An Email from Dr. John Noseworthy, Mayo Clinic President and CEO • Paraphrased version: “I know we’re doing a lot in social media, but have we considered whether a bigger investment is warranted?” • Dr. Noseworthy endorsed concept of Center for Social Media in January 2010 • Planning team gathered from across Mayo • Announced Mayo Clinic Center for Social Media in July 2010
  13. 13. 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.
  14. 14. A Catalyst for Social Media ©2011 MFMER | slide-40
  15. 15. Social Media Health Network • Membership group associated with Mayo Clinic Center for Social Media • Dues based on organization revenues • Individual and associate memberships now available
  16. 16. Dr. Noseworthy at #MayoRagan 2011 ©2011 MFMER | 3139261-
  17. 17. More #MayoRagan Historical Highlights...
  18. 18. Know Your Numbers
  19. 19. Principles • We don’t do all of the social media for Mayo Clinic. We provide advice, training and DIY platforms. • We identify opportunities for application of social technologies with potential impact at Mayo Clinic • Through the Social Media Health Network, we make resources available to health care peers and lead projects for the general good and to serve patients together
  20. 20. THE Book on Social Media in Health Care - Launched at #MayoRagan 2012 • 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)
  21. 21. Employee Access Task Force of Social Media Health Network • Established at Oct. 2011 Member Meeting • Survey to estimate prevalence of -- and identify key reasons for -- blocking launched at #MayoRagan 2012 • Online survey promoted in social media and open through Jan. 2, 2013 • 320 responses received • Journal manuscript in submission process
  22. 22. Does your organization maintain an official presence on... 0 Facebook Google+ LinkedIn Pinterest Twitter YouTube 25 50 75 100
  23. 23. Are employees able to access social networking sites from their computers connected to the corporate network? All None Some 36% 45% 19%
  24. 24. If not blocking, has access always been available or was a decision made to open? Always Open Formerly Blocked 37% 63%
  25. 25. If access is open, characterization of problems experienced due to access None Moderate Minor 44% 47% 9%
  26. 26. If access is open, is your organization actively considering restricting access? Yes No Unsure 4% 22% 74%
  27. 27. For those organizations that block, which sites are blocked? 0 Facebook Google+ LinkedIn DropBox Twitter YouTube Skype Yammer 25 50 75 100
  28. 28. 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
  29. 29. Observations • A majority (64 percent) of organizations block most or all employee access • Top reasons for blocking: Concerns about employee productivity (81 percent), HIPAA or Professionalism (67 percent) and Network Security (61 percent). Bandwidth (34 percent) was a minor concern. • Of open organizations, about a third were formerly blocked. 90 percent report no problems or minor problems related to openness and only 5 percent are actively considering restrictions.
  30. 30. Next Steps • Submission of survey findings for journal publication • Review/modification of final draft of Employee Access White Paper addressing reasons for blocking at Member Meeting • Publication of White Paper as free Social Media Health Network resource
  31. 31. 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.
  32. 32. 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
  33. 33. #SocialAtMayo - May 2013
  34. 34. Residency on the Road: New York City, Seattle and Dallas
  35. 35. 2014 Social Media Residency Cohorts January 20-21 Arizona February 12-13 Florida May 12-13 Minnesota September 15-16 Arizona October 20-21 Minnesota November 10-11 Florida
  36. 36. Social Media Fellows Program
  37. 37. Platinum Fellow Class of 2013 • • • • • Ed Bennett “e-Patient Dave” DeBronkart Meredith Gould Wendy Sue Swanson, M.D. Bryan Vartabedian, M.D.
  38. 38. Dabo Health Update • Introduced free version at #MayoRagan 2012 • Free version uses CMS quality data • Mayo Clinic pilot nearing completion - real-time data from EMR in hospital heart failure practice • Design-driven changes based on user feedback • “Like” became “Agree” • “Best Practice” became “Learn” • Conversations around cost and quality measures and ideas for improvement suggested • Disclosure: Mayo Clinic minority equity in Dabo
  39. 39. Evolution of Community Capabilities ©2011 MFMER | 3139261-
  40. 40. MCCSM Site: Version 1.0
  41. 41. CareHubs Collaboration • Paul Speyser phone call on joining Social Media Health Network • Dues barter for programming help • Have gathered user feedback at Social Media Health Network member meetings each year • Moved to CareHubs about 2 years ago
  42. 42. MCCSM Version 1.5
  43. 43. SMHN Version 1.5
  44. 44. Levels of Access • Visitor - Anyone with a browser • Guest - Free account for additional access and commenting • Various Members • Organization employees • Individual • Associate Members • Patient Advocate • Student • Academic Faculty
  45. 45. Mayo Clinic News Network
  46. 46. Examples of Other Mayo Applications • Traumatic Brain Injury Community - CONNECT Trial • • • • Dan Abraham Healthy Living Center Sharing Mayo Clinic http://individualizedmedicineblog.mayoclinic.org/ http://blog.centerforinnovation.mayo.edu/
  47. 47. Online Newsroom Progression • Domain Mapping to News blog hosted on Wordpress.com • One generic password per post - password removed after embargo lifts • Video, audio files on DropBox for download • Unlisted streaming video on YouTube • Clone of Social Media Health Network site • Individual accounts for journalists • Visitor access gives public access to nonembargoed posts • HD files and Brightcove CDN for video
  48. 48. An email from last week... I’ve  been  a  bit  of  a  skep0c  of  the  NN,  and    more  specifically,   who  picks  up  our  content.  No  more.  WCCO  (the  No.  1  TV   news  sta0on  in  TC)  did  a  piece  on  the  speech  disorders  &   teachers  study  last  night.  They  didn’t  contact  us  –  or  even   tell  us  they  were  going  to  do  a  piece.  They  pulled  language   from  the  NR  and  bites  from  the  NN  and  did  a  story  that  was   almost  4  minutes.  This  was  completely  unbeknownst  to  me   or  anyone  else  on  the  media  team.   Turned  out  wonderful.  Here’s  the  link: hJp://minnesota.cbslocal.com/2013/10/15/mayo-­‐study-­‐teachers-­‐more-­‐likely-­‐to-­‐develop-­‐speech-­‐disorders/   Skep0cal  about  the  NN?  No  more.  This  is  proof  that  it  works.   Nick
  49. 49. Downloads only for registered journalists
  50. 50. News Network Skeptic = Twitter Chat Champion
  51. 51. Curriculum Post on Twitter Chats
  52. 52. Bringing Unity to the Stories
  53. 53. Mayo Clinic Patient Stories Background • Word-of-mouth traditions • MayoClinic.org patient stories began circa 2000 • Mostly written by freelancers, relatively costly • Targeted to marketing priorities • Sharing Mayo Clinic launched Jan. 2009 • Facilitated submissions • Flip video shot while on campus • Word document submitted via email • Standard HIPAA authorization • >150 stories per year
  54. 54. Two Patient Stories Projects in 2012 • Combined “Legacy” and Sharing stories • Brought Legacy stories to Sharing Mayo Clinic • Tagged according to relevant diseases or • conditions Brought tag feed into .org disease pages
  55. 55. ©2011 MFMER | 3139261-
  56. 56. ©2011 MFMER | 3139261-
  57. 57. ©2011 MFMER | 3139261-
  58. 58. Project Benefits • Large number of disease pages now have relevant stories instead of undifferentiated ones • Doubled traffic to Sharing Mayo Clinic • Created framework for bringing news releases from Mayo Clinic News Network into integrated Web site
  59. 59. Two Patient Stories Projects in 2012 • Combined “Legacy” and Sharing stories • Brought Legacy stories to Sharing Mayo Clinic • Tagged according to relevant diseases or • conditions Brought tag feed into .org disease pages • Bazaarvoice stories module for true UGC • Platform used by many Fortune 500 • companies Moderation by Bazaarvoice staff
  60. 60. ©2011 MFMER | 3139261-
  61. 61. ©2011 MFMER | 3139261-
  62. 62. Strengths/Weaknesses of Program • Strengths • Vendor credibility • Vendor moderation/approval • Limitations/Weaknesses • Could not target to specific diseases or • • • • conditions Separation of stories into two streams Could not edit submissions in any way Stories less substantial, less focused More non-Mayo disease stories
  63. 63. Edit the post
  64. 64. Benefits of New System • • • • • All stories unified on Sharing Mayo Clinic All stories tagged for .org disease pages Integration into blog monitoring/moderating Reasonable editing/linking of posts enabled Significant Savings
  65. 65. Another improvement from 2012...
  66. 66. Health Care Social Media List
  67. 67. Change in Emphasis for Social Media Health Network Membership • Membership initially limited to organizations and their employees • Anyone with email from domain of member received full access • What about the lonely pioneer?
  68. 68. Network Membership Plans and Benefits • Individual Membership • Full access to all curriculum and resources • Members-only discussion groups • Points (virtual currency) plus 25 percent • discount on event/course registration Social Media Fellows Program opportunity • Organizational Membership • Individual memberships for all employees • Premium HCSML listing • Points to distribute among employees
  69. 69. Basic Listing for Non-Member Organizations
  70. 70. Premium Listing for Organization Members
  71. 71. Discounts and Opportunities • Individual Members • Ragan Training Site (save $500) • Organizational Members • Early Dabo Opportunities • Discounted CareHubs community hosting • Host Social Media Residency
  72. 72. Ragan Training Site - $500 Discount for Social Media Health Network members
  73. 73. 2014 Social Media Residency Cohorts Jan. 20-21 Arizona July ??? Feb. 12-13 Florida August ??? March ??? Sept. 15-16 Arizona April ??? Oct. 20-21 Minnesota May 12-13 Minnesota Nov. 10-11 Florida June ??? December ???
  74. 74. Membership Options Organization Size Member Type (Annual Revenue) Individual NA Annual Dues Included Points Individual Equivalents $495 250 1 Tier I < $10M $1,000 500 2 Tier II < $500M $2,000 1,000 4 Tier III < $1B $4,000 2,000 8 Tier IV <$2B $6,000 3,000 12 Tier V >$2B $8,000 4,000 16
  75. 75. Associate Membership Opportunities • Full access to all curriculum and resources • Members-only discussion groups • No points included but eligible for 25 percent discounts when purchasing • Categories include • Patient Advocates - $45/year • Students - $45/year • Academic Faculty - $95/year
  76. 76. Today’s News
  77. 77. #FutureOfHealthcare Blog
  78. 78. Alliance Health Community - July 2011
  79. 79. Top 10 Advantages for Users • Curated News on Front Page - highlights our Mayo Clinic news stories • Convenient Access: Twitter/Facebook log-in • Mayo Clinic Global Navigation banner • Connection to other Mayo Clinic communities with same username/password or social log-in • Groups based on specialties or particular diseases, with flexibility to be open or closed, and with Resources tab
  80. 80. Top 10 Advantages for Users (continued) • Responsive design for best tablet and smartphone experience • • • • Post by email reply Calendar of events Daily/Weekly digest emails HIPAA compliance
  81. 81. Mayo Clinic Connect Applications for You • Mayo Clinic staff • Join Mayo Clinic Connect • Consider • Moderating/creating a group • Separate but related community sites • Everyone Else • Join Mayo Clinic Connect • Participate in groups • Consider custom-branded community that matches your main Web site
  82. 82. Top Three Action Steps • Mayo Clinic staff • Join Social Media Health Network • Join Yammer (and Social Media at Mayo group) • Contact our team for consultation on potential social applications in our work • Everyone Else • Create free Guest account in Social Media • • Health Network Claim or create your organization’s HCSML listing Consider joining Social Media Health Network
  83. 83. Lessons and Observations • Sometimes the perfect can be the enemy of the good. Take the side of the good. • Follow the Mayo Clinic Center for Innovation Motto: Think Big. Start Small. Move Fast.TM • Iterate until it’s great. • Accelerate.
  84. 84. For Further Interaction: • @LeeAase or @FarrisTimimi • 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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