Why does Mayo Clinic engage in Social Media


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Presentation for Doctors 2.0 and You conference in Paris, June 2011 - Presented by Victor Montori (@vmontori), medical director of Mayo Clinic Center for Social Media (#MCCSM)

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  • Christakis
  • Compared to the top 20 hospitals in the US, Mayo Clinic has 1/3 of all facebook fans, 40% of all youtube traffic, and ¾ of all twitter followers
  • Why does Mayo Clinic engage in Social Media

    1. 1. On being socialA 100-year-old Mayo Clinic 2.0 commitment<br />Victor Montori, MD<br />Medical Director<br />Mayo Clinic Center for Social Media<br />Rochester, Minnesota, USA<br />@vmontori | montori.victor@mayo.edu<br />
    2. 2. Outline<br />New research: social networks and their impact on people<br />Old facts: the rise of the Mayo Clinic<br />Enduring values<br />What now? <br />Mayo Clinic Center for Social Media<br />Social Media Health Network<br />
    3. 3. Social Networks and Homo <br />The experience of the individual depends on the position of the individual on the network, the structure of the network, and what flows through it.<br />What flows thru networks must be good<br />Good requires networks in order to flow<br />Each node contributes to the network – those most connected contribute the most.<br />
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    7. 7. Mayo ClinicLocations<br />
    8. 8. Primary value of the Mayo Clinic<br />The needs of the patient come first.<br />
    9. 9. Mayo Clinic and Word of Mouth<br />91 percent of patients surveyed say they have said “good things” to an average of 40 people after a Mayo visit<br />85 percent say they recommended Mayo to a friend<br />Advised an average of 16 to come<br />5 actually came<br />
    10. 10. Sources of Information Influencing Preference for Mayo Clinic<br />
    11. 11. UT split tear<br />Expertise, generosity<br />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.<br />
    12. 12. Mayo Clinic Center for Social Media<br />Scale up the existing social network<br />Deal with challenges re: speed + reach<br />Professionalism and Mayo Culture<br />Listen to patients as co-creators<br />http://socialmedia.mayoclinic.org<br />#MCCSM<br />
    13. 13. SIGNAL<br />NOISE<br />
    14. 14. Enhancing the signal<br />Must look inside<br />Stories to convey values, authentically<br />Setting knowledge free<br />Giving voice to patients<br />Must always learn <br />Social Media Health Network<br />
    15. 15. Mayo Clinic Center for Social Media<br />9 full time (7 Minnesota, 1 Florida, 1 Arizona)<br />Maintain enterprise-wide content<br />Engage Mayo staff <br />Internal consulting<br />Social media training<br />
    16. 16.
    17. 17. Social Media Health Network<br />Purpose: to learn, to share, to experience together<br />Extend the network based on patient-centeredness, generosity, and integrity<br />Open access model<br />Support for a commons<br />Promote health, fight disease, improve healthcare<br />74 members from four continents<br />1 Israel<br />1 Netherlands<br />1 Australia<br />3 Canada<br />68 U.S.A <br />
    18. 18. What do members get?<br />Resources to speed adoption of social media<br />Curriculum/Training materials<br />Guidelines/Policies/Job Descriptions<br />Technical services and support<br />Conferences, webinars, member meetings<br />Community, blogging platform options<br />Member site for sharing, learning<br />
    19. 19. Conclusions<br />Engage, cultivate, and grow your social networks – your experience (and the experience of your patients and those in the network) depends on this work.<br />Be explicit about your values and purpose: for patient? For profit? Authentic? Spin?<br />Listen, try, err, learn, share, and do it togetherwith each other, with patients<br />
    20. 20. Network with us<br />#MCCSM<br />http://socialmedia.mayoclinic.org <br />Curriculum: Google Lee Aase or SMUG U<br />Director: Lee Aase<br />Email: aase.lee@mayo.edu<br />Twitter: @leeaase<br />
    21. 21. Social Media Health Network Events<br />Summit/Network Member <br />Meeting/Unconference<br />Rochester Oct. 17-19 2011<br />Other Events<br />Webinars<br />Social Media Grand Rounds<br />
    22. 22. Why are we in social media?<br />Its our tradition to network,<br />and itis in the patient’s best interest.<br />sociamedia.mayoclinic.org<br />
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