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)

1. On being socialA 100-year-old Mayo Clinic 2.0 commitment Victor Montori, MD Medical Director Mayo Clinic Center for Social Media Rochester, Minnesota, USA @vmontori | montori.victor@mayo.edu

2. Outline New research: social networks and their impact on people Old facts: the rise of the Mayo Clinic Enduring values What now? Mayo Clinic Center for Social Media Social Media Health Network

3. Social Networks and Homo 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. What flows thru networks must be good Good requires networks in order to flow Each node contributes to the network – those most connected contribute the most.

7. Mayo ClinicLocations

8. Primary value of the Mayo Clinic The needs of the patient come first.

9. 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

10. Sources of Information Influencing Preference for Mayo Clinic

11. UT split tear Expertise, generosity 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.

12. Mayo Clinic Center for Social Media Scale up the existing social network Deal with challenges re: speed + reach Professionalism and Mayo Culture Listen to patients as co-creators http://socialmedia.mayoclinic.org #MCCSM

13. SIGNAL NOISE

14. Enhancing the signal Must look inside Stories to convey values, authentically Setting knowledge free Giving voice to patients Must always learn Social Media Health Network

15. Mayo Clinic Center for Social Media 9 full time (7 Minnesota, 1 Florida, 1 Arizona) Maintain enterprise-wide content Engage Mayo staff Internal consulting Social media training

17. Social Media Health Network Purpose: to learn, to share, to experience together Extend the network based on patient-centeredness, generosity, and integrity Open access model Support for a commons Promote health, fight disease, improve healthcare 74 members from four continents 1 Israel 1 Netherlands 1 Australia 3 Canada 68 U.S.A

18. What do members get? Resources to speed adoption of social media Curriculum/Training materials Guidelines/Policies/Job Descriptions Technical services and support Conferences, webinars, member meetings Community, blogging platform options Member site for sharing, learning

19. Conclusions Engage, cultivate, and grow your social networks – your experience (and the experience of your patients and those in the network) depends on this work. Be explicit about your values and purpose: for patient? For profit? Authentic? Spin? Listen, try, err, learn, share, and do it togetherwith each other, with patients

20. Network with us #MCCSM http://socialmedia.mayoclinic.org Curriculum: Google Lee Aase or SMUG U Director: Lee Aase Email: aase.lee@mayo.edu Twitter: @leeaase

21. Social Media Health Network Events Summit/Network Member Meeting/Unconference Rochester Oct. 17-19 2011 Other Events Webinars Social Media Grand Rounds

22. Why are we in social media? Its our tradition to network, and itis in the patient’s best interest. sociamedia.mayoclinic.org