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The Transformational Power - and Promise - of Social Media



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.

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 The Transformational Power - and Promise - of Social Media Presentation Transcript

    • 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
    • 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
    • My Night Job...
    • 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• >80 member organizations
    • 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/
    • 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 after a Mayo visit• 85 percent say they recommended Mayo to a friend − Advised an average of 16 to come − 5 actually came
    • 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
    • #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 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
    • #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 MFMER | 3139261-
    • The 37th ThesisApplying social media in health care isn’tjust inevitable: it’s the right thing to do inthe interest of patients.
    • Transformation:The genesis of new possibilities through rearranging what was already there Same material; but now flight is possible
    • 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 brings vital information
    • 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 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
    • 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 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.”
    • “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.”
    • 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 (“Groundswell”) “Social networks will be like air”
    • Cluetrain Manifesto, 1999: “Markets are Conversations”30 years ago the “marketing funnel” was this: (Graphics by Forrester)Today’s buyer progresses like this:
    • • 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:• A friend said “I know a guy... on Twitter”
    • 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  Hospital/Baylor  College  of  MedicineTwi?er:    @doctor_vWeb:  33Charts.com
    • 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
    • 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
    • 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
    • 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
    • Physician  Social  BehaviorFacilitated networks Doctors in-the-wild Soft Professional Personal Soft Professional Professional Pro
    • Do  physicians  have  an  obliga2on  to  be  in  the   online  space? 60,000 Number of pediatricians in the AAP
    • 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  at  content  crea+on  and  social   engagement  from  the  perspec+ve  of   opportunity  rather  than  risk
    • 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)
    • Let’s Continue the Conversation #txfm11 orOld-Fashioned Social Media