The Social Media Imperative


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Presentation by Farris Timimi, M.D. and Lee Aase at #HCSMNY conference on May 17, 2012 in New York City.

The Social Media Imperative

  1. 1. The Social Media ImperativeLee Aase and Farris Timimi, M.D.Mayo Clinic Center for Social MediaMay 17, 2012#HCSMNY
  2. 2. Agenda• Mayo Clinic’s Social Media History• Two Societal Indicatives• Eight Health Care Social Media Imperatives
  3. 3. A Brief History of Social Mediaat Mayo Clinic
  4. 4. Mayo Clinic’s First Social Networkers
  5. 5. Sources Influencing Preferencefor Mayo Clinic Word of mouth 82 News stories 62 Hospital ratings 48 Internet 33MD recommendation 29Personal experience 26 Advertising 25 Direct mail 13 Social media 5 2010 study (n=119) Insurance plan 5 Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic; *differs significantly from Q2-2010 ©2011 MFMER | slide-20
  6. 6. Mayo Clinic Medical EdgeSyndicated News Media Resources
  7. 7. First Foray in “New” Media• Existing Medical Edge radio mp3s• Launched Sept. ‘05; 8,217% download increase
  8. 8. Regrouping to PlanJust as genomics is the future of personalizedmedicine, personalized media are changing theway people get the news and information theywant and need. But as genomics increasinglysupplements and improves traditional medicinewithout replacing it, new media are helpfuladditions to mainstream, mass media. We stronglyrecommend reforming our processes to efficientlyproduce content that can be used for both massmedia and personalized media. Content Creation Task Force, 7/26/2006
  9. 9. We recommend a three-phase approach. First, takeour existing products and, with minimumincremental effort, place them in new media formats.Second... work across teams ... to make best use ofthe audio and video production resources we have.Third, get more resources... to produce timely oreven daily content...We have not recommended a blog strategy at thistime, primarily because we have emphasizeddeveloping audio and video content that could havemultiple uses in both mass media and personalizedmedia, with relatively limited physician involvement.
  10. 10. Reasons for Reluctance about Blogging• Keeping the content fresh• Wise use of resources • Physician/Researcher • Public Affairs• Authenticity - didn’t want to “ghost blog”
  11. 11. My First Blog Post - 7/30/06Lines from Lee
  12. 12. Beyond the Hypochondriac Feed
  13. 13. Mayo Clinic Medical Edge TVSample Sound Bite
  14. 14. Recovering 99.41% for the 1-2% • Required almost no incremental MD effort • Process change - microphone on physician and interviewer • 90 minutes of editing per interview • More than 60,000 “hits” and 62 comments on Dr. Fischer’s podcast
  15. 15. Involuntary Social Networking Presence:
  16. 16. Facebook: 11/7/07
  17. 17. A Pivotal Presentation
  18. 18. Getting on YouTube: Feb. ’08
  19. 19. Joining The Blog Council• Membership organization of blogging “companies”• Typically Fortune 500 members • Coca-Cola, P&G, Wells Fargo, etc. • Mayo Clinic, Kaiser Permanente, U.S. Navy among “non-traditional” members• Now the Social Media Business Council
  20. 20. Transforming YouTube Channel
  21. 21. Podcast Blog: April ’08
  22. 22. @MayoClinic on Twitter: 4/29/08
  23. 23. Let’s Talk “site” - May 2008
  24. 24. Sharing Mayo Clinic - Jan. 2009
  25. 25. ©2011 MFMER | 3139261-
  26. 26. A Grammar Refresher on Verb Moods...• Indicatives - express a simple statement of fact• Imperatives - express a command or exhortation
  27. 27. The MillennialIndicative
  28. 28. Millennials• Characterized by an increased use and familiarity with digital technology, social media and communication• With Median age of the worlds population about 29, half were born in 1983 or later
  29. 29. Millennials• 26 percent more likely than other adults to say “Social Networking is an important part of my everyday life”• 2010 research: students quitting social media showed same withdrawal symptoms as a drug addict who quit a stimulant
  30. 30. Survey of college students born 1982–1992• 97% owned a computer• 94% owned a cell phone• 56% owned an MP3 player• 76% used instant messaging• 92% of those reported multitasking while instant messaging• 40% got most of their news from TV• 34% got most of their news the Internet
  31. 31. The Mass Media MalaiseIndicative
  32. 32. The Media RelationsImperative
  33. 33. The Octogenarian Idol Story• Alerted to interesting video of elderly couple playing piano in Gonda atrium• Video shot by another patient and uploaded to YouTube by her daughter• Video had been seen 1,005 times in six preceding months since upload• Embedded in Sharing Mayo Clinic, posted to Facebook, Tweeted on 4/7/09
  34. 34. The next day...
  35. 35. Six days later...
  36. 36. April 22
  37. 37. Sunday, May 3
  38. 38. May 4
  39. 39. Cinco de Mayo
  40. 40. May 10
  41. 41. May 11
  42. 42. May 12
  43. 43. May 15
  44. 44. Early Morning May 26
  45. 45. May 26, 2009: Live in StudioGood Morning America
  46. 46. Results to Date• More than 8 million views on YouTube• >1.5 million views on Sharing Mayo Clinic• From 200 views/month to 5,000 views/hour• National TV coverage in U.S. and Japan
  47. 47. #26: Your mileage may vary,but you’ll go a lot further if youget a car
  48. 48. The $4-a-month online newsroom
  49. 49. The MarketingImperative
  50. 50. Unique Myelofibrosis Patients MCF MCA 400 300 200 100 0 2008 2009 2010 2011
  51. 51. Discovery by Richard Berger, M.D., Ph.D.Ulnotriquetral (UT) Ligament Split Tear
  52. 52. Jayson Werth’s Experience
  53. 53. Nov 12, 2009USA Today 3031031-7
  54. 54. Last Friday 3031031-9
  55. 55. 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
  56. 56. UT Split Repair Procedures 40 30 20 102007 2008 0 2009 2010 2011
  57. 57. The MobileImperative
  58. 58.
  59. 59. The ManagementImperative
  60. 60. Maybe Unfamiliar, Not Unfathomable
  61. 61. ©2011 MFMER | 3139261-
  62. 62. The Medical PracticeImperative
  63. 63. Dr. Sreenivas Koka
  64. 64. Dr. Sreenivas Koka
  65. 65. The Medical EducationImperative
  66. 66. Medical Education• Duty Hours: Reduce resident fatigue: 1984, NY, death of an 18 yr from potentially preventable drug interaction, when only 2 residents assigned to provide night coverage for night a busy hospital• An 80-hour limit to the work week was imposed on New York programs shortly thereafter.
  67. 67. Medical Education• 80-hour weekly limit, averaged over 4 weeks• 10-hour rest period between duty periods and after in-house call• Maximum continuous duty period for G1s 16 hours• One day in 7 free from patient care and educational obligations, averaged over 4 weeks• In-house call no more than once every 3 nights
  68. 68. Program Director Survey• Do you think the duty-hour regulations have an adverse impact on your ability to educate your residents? • 57% indicated it did
  69. 69. Resident Surveys• Less time for formal educational activities/ conferences• Less time for informal education• Less time for ambulatory training• Loss of continuity of care (more handoffs)• Less time at bedside
  70. 70. Medical Education• Fundamentally, social media tools serve two educational goals • Facilitate asynchronous geographically disparate encounters • Facilitates Social Constructivism: Learning where individuals engage around a task or problem
  71. 71. Medical Education-Four Cs• Content-Rapid and transparent online access• Creation-Just as in health care, scalable leveraging occurs in learning as well• Connection-Networking, facile in practice begins in training• Collaboration-Participate where patients, providers, fellow learners and educators are
  72. 72. Medical Education• Closed Facebook group for a medical resident clinic-fosters group expectations and notification• Tweeting national meetings: Leveraging education and networking opportunities
  73. 73. Medical Education• Discussion Forums-SDN-40,000 active members, over 2 million unique visits and 12 million page views monthly• Wikis-Resident created and curated• Blog-Asynchronous education with social media feedback
  74. 74. Medical Education• Fundamentally, our learners represent the first generation raised in an online era, mp3, iPad, iPhone and Twitter; and our educational recruitment, engagement and training must reflect this
  75. 75. The Medical ResearchImperative
  76. 76. Spontaneous Coronary Artery Dissection
  77. 77. SCAD?Findings being published in MAYO CLINICPROCEEDINGSSeptember 2011 issue ©2011 MFMER | 3139261-
  78. 78. The MoralImperative
  79. 79. Information Overload• PubMed-21 million citations, one new/min• Over 200 Cardiology journals• 324 active diagnoses• Increasing online transparency and access• Does transactional clinical care pass the straight face test?
  80. 80. Not just information overload…. Direct Care-20% Documentation-35% Assessment/ Vitals-7% Medication-17% Care Coordination-21% JONA, 39, 6:266-275
  81. 81. Moral Imperative• Is it any wonder that 61% of us have sought knowledge and support online?• The value of that interaction is purely dependent on two factors: access to the conversation and the quality of the knowledge shared
  82. 82. Moral Imperative• Yet, all too often, care providers are absent from the patient conversations • “Don’t want to be sued!” • “Who will pay for my time online?” • “What about HIPAA?”
  83. 83. Moral Imperative• We are all the lived experts of our own disease• Media are evolving to the point that we all have access to the same shared knowledge• Providers can be partners with patients and walk with them on their journey online and offline• Providers can help shape the conversation, leverage information and ensure that credible content is available when patients need it
  84. 84. Vaccine Hesitancy• Efficiency • Each discussion averages 5-10 mins • By 24 months, 14 vaccines in 8 visits• Liability • Several law suits brought by parents whose children suffered from vaccine refusal
  85. 85. Vaccine Hesitancy • Risk • 13 years since Wakefield, dramatic drop in MMR vaccination in EU with a marked increase in measles and mumps • 2011-major measles outbreak in 33 EU countries, including 10,000 in France alone • US-80% of primary care providers report 1 vaccine refusal per month; 8% of providers report 1 in 10 parents refused vaccine
  86. 86. Moral Imperative• Physicians must partner with patients in content creation, curation and decision making• Leverage the content, leverage the conversation, leverage the good
  87. 87. Moral Imperative• Start small-begin with meaningful transactions • Good content made available to willing patients• Develop clear training (2010 only 10% of medical schools offered social media policies) and clear guidelines for engagement
  88. 88. Moral Imperative• Advocate for those who may be excluded • Remember the access angels, libraries, houses of worship • Consider mobile capable information • Remember the disabled and chronically ill • Remember those with rare disease who geography isolates
  89. 89. Mayo Clinic CEO John Noseworthy, M.D.
  90. 90. 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.
  91. 91. 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• >110 member organizations
  92. 92. A Sample of Network Members• American Hospital Association• Radboud University Nijmegen Medical Center• Jamestown Hospital• National Cancer Institute• HCA• Vanderbilt University Medical Center• University of Michigan Medical Center• See Full List at network/
  93. 93. For Further Interaction:••• @LeeAase and @FarrisTimimi on Twitter• Keep tweeting at #HCSMNY