The Social Media Imperative

The Social Media ImperativeLee Aase and Farris Timimi, M.D.Mayo Clinic Center for Social MediaMay 17, 2012#HCSMNY

Agenda• Mayo Clinic’s Social Media History• Two Societal Indicatives• Eight Health Care Social Media Imperatives

A Brief History of Social Mediaat Mayo Clinic

Mayo Clinic’s First Social Networkers

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

Mayo Clinic Medical EdgeSyndicated News Media Resources

First Foray in “New” Media• Existing Medical Edge radio mp3s• Launched Sept. ‘05; 8,217% download increase

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

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.

Reasons for Reluctance about Blogging• Keeping the content fresh• Wise use of resources • Physician/Researcher • Public Affairs• Authenticity - didn’t want to “ghost blog”

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

Beyond the Hypochondriac Feed

Mayo Clinic Medical Edge TVSample Sound Bite

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

Involuntary Social Networking Presence:http://myspace.com/mayoclinic

Facebook: 11/7/07

A Pivotal Presentation

Getting on YouTube: Feb. ’08

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

Transforming YouTube Channel

Podcast Blog: April ’08

@MayoClinic on Twitter: 4/29/08

Let’s Talk “site” - May 2008

Sharing Mayo Clinic - Jan. 2009

A Grammar Refresher on Verb Moods...• Indicatives - express a simple statement of fact• Imperatives - express a command or exhortation

The MillennialIndicative

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

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

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

The Mass Media MalaiseIndicative

The Media RelationsImperative

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

The next day...

Six days later...

April 22

Sunday, May 3

Cinco de Mayo

May 10

May 11

May 12

May 15

Early Morning May 26

May 26, 2009: Live in StudioGood Morning America

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

#26: Your mileage may vary,but you’ll go a lot further if youget a car

The $4-a-month online newsroom

The MarketingImperative

Unique Myelofibrosis Patients MCF MCA 400 300 200 100 0 2008 2009 2010 2011

Discovery by Richard Berger, M.D., Ph.D.Ulnotriquetral (UT) Ligament Split Tear

Jayson Werth’s Experience

Nov 12, 2009USA Today 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 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

UT Split Repair Procedures 40 30 20 102007 2008 0 2009 2010 2011

The MobileImperative

bit.ly/GetMayoApp

The ManagementImperative

Maybe Unfamiliar, Not Unfathomable

The Medical PracticeImperative

Dr. Sreenivas Koka

The Medical EducationImperative

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.

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

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

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

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

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

Medical Education• Closed Facebook group for a medical resident clinic-fosters group expectations and notification• Tweeting national meetings: Leveraging education and networking opportunities

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

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

The Medical ResearchImperative

Spontaneous Coronary Artery Dissection

The MoralImperative

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?

Not just information overload…. Direct Care-20% Documentation-35% Assessment/ Vitals-7% Medication-17% Care Coordination-21% JONA, 39, 6:266-275

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

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?”

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

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

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

Moral Imperative• Physicians must partner with patients in content creation, curation and decision making• Leverage the content, leverage the conversation, leverage the good

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

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

Mayo Clinic CEO John Noseworthy, M.D.

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.

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

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 http://socialmedia.mayoclinic.org/ network/

For Further Interaction:• socialmediacenter@mayo.edu• http://socialmedia.mayoclinic.org• @LeeAase and @FarrisTimimi on Twitter• Keep tweeting at #HCSMNY

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The Social Media Imperative

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