The Transformational Power - and    Promise - of Social Media           Lee Aase (@LeeAase)e-Patient Dave deBronkart (@ePa...
About Lee Aase (@LeeAase)• B.S. Political Science• 14 years in politics and government at local, state, national levels• M...
My Night Job...
Mayo Clinic Center for Social Media• Our Raison d’etre: The Mayo Clinic Center for Social Media exists to improve health g...
Social Media Health Network• Membership group associated with Mayo Clinic Center for Social Media• For organizations wanti...
A Sample of Network Members• American Hospital Association• Radboud University Nijmegen Medical Center• Jamestown Hospital...
Thesis #1: Air was theoriginal social medium
Mayo Clinic and Word of Mouth• 91 percent of patients surveyed say they have said “good things” to an average of 40 people...
Sources of Information Influencing       Preference for Mayo Clinic     Word of mouth                                     ...
#2: Electronic tools merely  facilitate broader, more efficient transmission by  overcoming inertia and            friction
#4: Social media are thethird millennium’s defining   communications trend
Gutenberg: Global Mass LiteracyZuckerberg: Global Mass Publishing
#7: Hand-wringing aboutmerits and dangers of social media is as productive as      debating gravity
If you think blocking is a viable       long-term option...
#17: Social media are free in any ordinary sense of theword (or at least ridiculously       inexpensive)
Total Cost for Mayo ClinicFacebook, YouTube and Twitter  $0.00
In the European Union, based on     current exchange rates:   €0,00
#18: As I approaches zero, ROI approaches infinity
#33: Social media willdecrease diffusion time for research and innovations
Discovery by Richard Berger, M.D., Ph.D. Ulnotriquetral (UT) Ligament Split Tear
Jayson Werth’s Experience
USA TodayNov 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 c...
#35: Social technologieswill transform healthcare
Mayo Clinic Proceedings - Sept. 2011
As seen in the Wall Street Journal...
SCAD?Findings being published in MAYO CLINICPROCEEDINGSSeptember 2011 issue                                      ©2011 MFM...
The 37th ThesisApplying social media in health care isn’tjust inevitable: it’s the right thing to do inthe interest of pat...
Transformation:The genesis of new possibilities     through rearranging   what was already there                          ...
The ability to create value      in healthcare   depends on access     to information
4   True stories    •   My kidney cancer    •   Monique’s painful side effect    •   Robin’s Cushing’s med    •   Facebook...
What do you do when you’re diagnosed       with... Stage IV, Grade 4Renal CellCarcinoma     ?
“My doctor prescribed ACOR”
ACOR members told me:• The median isn’t the message• This is an uncommon disease – get to a hospital  that does a lot of c...
Radical Proposition 1 Genuine value in healthcare    can and does arise     from people with    no medical training.
“May Require Refrigeration”                 cushings365.posterous.com, 9 / 17 / 10• “Panic!  For the first time, I got a n...
“May Require Refrigeration”                  cushings365.posterous.com, 9 / 17 / 10• “So, I asked the ones who know.  My "...
Today, because of the Web, patients can connect to informationand to each other (and other doctors)
Web 2.0: “When the web began to harness          Charlene Lithe intelligence of its users” – Tim O’Reilly          (“Groun...
Cluetrain Manifesto, 1999:        “Markets are Conversations”30 years ago the “marketing funnel” was this:    (Graphics by...
• 75% of US  adults are  online• 80% of them  look for  health info• That’s 60%  of US adults  – A filibuster-proof majority
Radical Proposition 2  “The people on ACOR   don’t need our help and they don’t need our      permission.”
How a kidney cancer wife foundthe info she needed• No insurance;  no treatment. Then:• Three bad hospitals;  no help. Then...
The ability to create value      in healthcare   depends on access     to information
The internetchanges everything.  Transformation
The	  Transforma,onal	  Power	  -­‐	  and	  Promise	  -­‐	  of	  Social	  MediaBryan	  Vartabedian,	  MDTexas	  Children’s...
Evolution	  of	  Social	  Health                   Now     Information finds patients/doctors                   2000’s     ...
MD’s	  Evolving	  Role Technology                MD             Third PartyDiagnostic imaging                             ...
Where	  are	  the	  Doctors?The	  slow	  adoption	  of	  MDs	  in	  social	  media      1.	  	  Late	  adopters      2.	  ...
Surgeons	  on	  Twitter2010	  American	  College	  of	  Surgeons	  Survey    26%	  use	  daily                            ...
Physician	  Social	  BehaviorFacilitated networks             Doctors in-the-wild             Soft Professional           ...
Do	  physicians	  have	  an	  obliga2on	  to	  be	  in	  the	         online	  space?                                 60,0...
Technology	  Leads	  MDs	  &	  Law Adjust	  expectations       MD      LawTechnology                      Progress
The	  way	  the	  we	  respond	  to	  change	  will	  define	  the	  future	    of	  the	  medical	  profession    Look	  a...
Coming in October: Social MediaSummit & Residency at Mayo Clinic in            Rochester• Oct. 17-19 Summit  − Four pre-co...
Let’s Continue the      Conversation        #txfm11 orOld-Fashioned Social Media
The Transformational Power - and Promise - of Social Media
The Transformational Power - and Promise - of Social Media
The Transformational Power - and Promise - of Social Media
The Transformational Power - and Promise - of Social Media
The Transformational Power - and Promise - of Social Media
The Transformational Power - and Promise - of Social Media
The Transformational Power - and Promise - of Social Media
The Transformational Power - and Promise - of Social Media
The Transformational Power - and Promise - of Social Media
The Transformational Power - and Promise - of Social Media
The Transformational Power - and Promise - of Social Media
The Transformational Power - and Promise - of Social Media
The Transformational Power - and Promise - of Social Media
The Transformational Power - and Promise - of Social Media
The Transformational Power - and Promise - of Social Media
The Transformational Power - and Promise - of Social Media
The Transformational Power - and Promise - of Social Media
The Transformational Power - and Promise - of Social Media
The Transformational Power - and Promise - of Social Media
The Transformational Power - and Promise - of Social Media
The Transformational Power - and Promise - of Social Media
The Transformational Power - and Promise - of Social Media
The Transformational Power - and Promise - of Social Media
The Transformational Power - and Promise - of Social Media
The Transformational Power - and Promise - of Social Media
The Transformational Power - and Promise - of Social Media
The Transformational Power - and Promise - of Social Media
The Transformational Power - and Promise - of Social Media
The Transformational Power - and Promise - of Social Media
The Transformational Power - and Promise - of Social Media
The Transformational Power - and Promise - of Social Media
The Transformational Power - and Promise - of Social Media
The Transformational Power - and Promise - of Social Media
The Transformational Power - and Promise - of Social Media
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Presentation at Transform 11 (#txfm11) by Lee Aase, ePatient Dave deBronkart and Dr. Bryan Vartabedian on the power and promise of social media in health care.

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The Transformational Power - and Promise - of Social Media

  1. 1. The Transformational Power - and Promise - of Social Media Lee Aase (@LeeAase)e-Patient Dave deBronkart (@ePatientDave) Bryan Vartebedian, MD (@Doctor_V) #txfm11 Sept. 13, 2011
  2. 2. 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
  3. 3. My Night Job...
  4. 4. 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.
  5. 5. 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• >80 member organizations
  6. 6. A Sample of Network Members• American Hospital Association• Radboud University Nijmegen Medical Center• Jamestown Hospital• National Cancer Institute• Vanderbilt University Medical Center• See Full List at http:// socialmedia.mayoclinic.org/network/
  7. 7. Thesis #1: Air was theoriginal social medium
  8. 8. Mayo Clinic and Word of Mouth• 91 percent of patients surveyed say they have said “good things” to an average of 40 people after a Mayo visit• 85 percent say they recommended Mayo to a friend − Advised an average of 16 to come − 5 actually came
  9. 9. Sources of Information Influencing Preference for Mayo Clinic Word of mouth 84Stories in the media 57MD recommendation 44 Advertising 27 Internet/Websites 26Personal experience 24 Mailings to home 18 0 20 40 60 80 100
  10. 10. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  11. 11. #4: Social media are thethird millennium’s defining communications trend
  12. 12. Gutenberg: Global Mass LiteracyZuckerberg: Global Mass Publishing
  13. 13. #7: Hand-wringing aboutmerits and dangers of social media is as productive as debating gravity
  14. 14. If you think blocking is a viable long-term option...
  15. 15. #17: Social media are free in any ordinary sense of theword (or at least ridiculously inexpensive)
  16. 16. Total Cost for Mayo ClinicFacebook, YouTube and Twitter $0.00
  17. 17. In the European Union, based on current exchange rates: €0,00
  18. 18. #18: As I approaches zero, ROI approaches infinity
  19. 19. #33: Social media willdecrease diffusion time for research and innovations
  20. 20. Discovery by Richard Berger, M.D., Ph.D. Ulnotriquetral (UT) Ligament Split Tear
  21. 21. Jayson Werth’s Experience
  22. 22. USA TodayNov 12, 2009 3031031-7
  23. 23. Last Friday 3031031-9
  24. 24. 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
  25. 25. #35: Social technologieswill transform healthcare
  26. 26. Mayo Clinic Proceedings - Sept. 2011
  27. 27. As seen in the Wall Street Journal...
  28. 28. SCAD?Findings being published in MAYO CLINICPROCEEDINGSSeptember 2011 issue ©2011 MFMER | 3139261-
  29. 29. The 37th ThesisApplying social media in health care isn’tjust inevitable: it’s the right thing to do inthe interest of patients.
  30. 30. Transformation:The genesis of new possibilities through rearranging what was already there Same material; but now flight is possible
  31. 31. The ability to create value in healthcare depends on access to information
  32. 32. 4 True stories • My kidney cancer • Monique’s painful side effect • Robin’s Cushing’s med • Facebook brings vital information
  33. 33. What do you do when you’re diagnosed with... Stage IV, Grade 4Renal CellCarcinoma ?
  34. 34. “My doctor prescribed ACOR”
  35. 35. ACOR members told me:• The median isn’t the message• This is an uncommon disease – get to a hospital that does a lot of cases• There’s no cure, but HDIL-2 sometimes works. – When it does, about half the time it’s permanent – The side effects are severe.• Don’t let them give you anything else first• Here are four doctors in your area who do it
  36. 36. Radical Proposition 1 Genuine value in healthcare can and does arise from people with no medical training.
  37. 37. “May Require Refrigeration” cushings365.posterous.com, 9 / 17 / 10• “Panic!  For the first time, I got a note on my florinef that it might (MIGHT?) need to be refrigerated. • I didnt know that.  Should I have been doing that all along? • No one told me.”• “I called the pharmacy. • They read what is on the printout which comes with the drug.  I had already read that. It wasnt helpful.”
  38. 38. “May Require Refrigeration” cushings365.posterous.com, 9 / 17 / 10• “So, I asked the ones who know. My "Cushie" friends who take it. Those who have had BLA’s.• “The verdict: – No, thats a generic warning with fludrocortisone (generic). – Only at extreme temps should it be refrigerated in the U.S. – Some of the brands in the UK and other countries need refrigerated.”
  39. 39. Today, because of the Web, patients can connect to informationand to each other (and other doctors)
  40. 40. Web 2.0: “When the web began to harness Charlene Lithe intelligence of its users” – Tim O’Reilly (“Groundswell”) “Social networks will be like air”
  41. 41. Cluetrain Manifesto, 1999: “Markets are Conversations”30 years ago the “marketing funnel” was this: (Graphics by Forrester)Today’s buyer progresses like this:
  42. 42. • 75% of US adults are online• 80% of them look for health info• That’s 60% of US adults – A filibuster-proof majority
  43. 43. Radical Proposition 2 “The people on ACOR don’t need our help and they don’t need our permission.”
  44. 44. How a kidney cancer wife foundthe info she needed• No insurance; no treatment. Then:• Three bad hospitals; no help. Then:• A friend said “I know a guy... on Twitter”
  45. 45. The ability to create value in healthcare depends on access to information
  46. 46. The internetchanges everything. Transformation
  47. 47. The  Transforma,onal  Power  -­‐  and  Promise  -­‐  of  Social  MediaBryan  Vartabedian,  MDTexas  Children’s  Hospital/Baylor  College  of  MedicineTwi?er:    @doctor_vWeb:  33Charts.com
  48. 48. Evolution  of  Social  Health Now Information finds patients/doctors 2000’s Patients find eachother 1990’s Patients find information Long ago Patients depend on what they’re told
  49. 49. MD’s  Evolving  Role Technology MD Third PartyDiagnostic imaging Payors Predictive care PBMsPersonalized care Evidence-based care Health 2.0 Empowered patient Social networks Unlimited info
  50. 50. Where  are  the  Doctors?The  slow  adoption  of  MDs  in  social  media 1.    Late  adopters 2.    Time/impa2ence 3.    Social  needs  passion 4.    Issues  with  privacy,  liability,  image
  51. 51. Surgeons  on  Twitter2010  American  College  of  Surgeons  Survey 26%  use  daily 20% 50%  use  rarely 80% Percentage of surgeons using Twitter http://www.facs.org/clincon2010/press/thurs.pdf
  52. 52. Physician  Social  BehaviorFacilitated networks Doctors in-the-wild Soft Professional Personal Soft Professional Professional Pro
  53. 53. Do  physicians  have  an  obliga2on  to  be  in  the   online  space? 60,000 Number of pediatricians in the AAP
  54. 54. Technology  Leads  MDs  &  Law Adjust  expectations MD LawTechnology Progress
  55. 55. The  way  the  we  respond  to  change  will  define  the  future   of  the  medical  profession Look  at  content  crea+on  and  social   engagement  from  the  perspec+ve  of   opportunity  rather  than  risk
  56. 56. Coming in October: Social MediaSummit & Residency at Mayo Clinic in Rochester• Oct. 17-19 Summit − Four pre-conference workshops − Three-track conference• Oct. 19-20 Network Member Meeting − Interactive, member-led discussions• Oct. 20-21 Social Media Residency − Hands-on practical application (but no all-night shifts)
  57. 57. Let’s Continue the Conversation #txfm11 orOld-Fashioned Social Media

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