Wikis, Blogs and Twitter
The Role of Social Media in Health Care
Social Media Scenario 1: Scenario 2:
Overview Collaboration Aggregation
Using information feeds to
A brief overview of Web2.0 and Getting beyond email and
manage patients
social media with examples attachments
Wednesday, February 11, 2009

A Little History
๏ October 29, 1969 - ARPANET is born, early packet
switching network
๏ Dec 1974 - the term “Internet” is coined to describe a
networked system of computers
๏ Jan 1, 1983 - first fully networked system launched using
TCP/IP
๏ 1988 - First commercial use of the internet
๏ August 6, 1991 - World Wide Web is born
๏ September 1993 - First web browser released
Wednesday, February 11, 2009

Web1.0 to Web2.0
๏ The early web (Web1.0) was defined by a static,
centralized publishing model. Publishers created
content, users consumed content. Commonly called
brochureware or old media online.
๏ The next generation of the web (Web2.0) turned the top
down model on its head by allowing users to become
contributors and eventually publishers.
๏ Social media is the term most commonly used today to
describe the new web.
Wednesday, February 11, 2009

Social Media Overview
๏ Social media are primarily Internet- and mobile-based
tools for sharing and discussing information. Social
media share the following properties:
๏ Reach - a global audience
๏ Accessibility - universally accessible
๏ Usability - limited skill requirement
๏ Recency - near real-time
๏ Community - users generate and share content
๏ Platform - Providers create platforms not content
Wednesday, February 11, 2009

Social Media Examples
๏ Communication
๏ Blogs, forums, social networks, events
๏ Collaboration
๏ Wikis, social bookmarking, social news, opinions
๏ Multimedia
๏ Photo sharing, video sharing, livecasting, music sharing
๏ Entertainment
๏ Virtual worlds, online multi-player gaming
Wednesday, February 11, 2009

Themes and Terms
๏ User-Generated Content
๏ Crowd Sourcing
๏ Tags
๏ Folksonomy
๏ The Long Tail
๏ Community
๏ Feeds
๏ The Cloud
Wednesday, February 11, 2009

Familiar Brands
Wednesday, February 11, 2009

Four Examples
๏ Wikis - Online collaboration, and encyclopedia to the
world
๏ Blogs - Personal publishing giving traditional media a run
for its money
๏ Facebook - Social network connecting you to your world
๏ Twitter - Life streaming, totally useless or the single most
useful tool yet?
Wednesday, February 11, 2009

Wikis - A Primer
๏ A wiki (Wiki Wiki - Hawaiian for Quick) is a page or
collection of Web pages designed to enable anyone who
accesses it to contribute or modify content, using a
simplified markup language.
๏ Open, collaborative publishing model
๏ One document, many authors
๏ Wikipedia.org is the best known example
Wednesday, February 11, 2009

Wikipedia - Fact or Crap?
๏ Largest single web site in the world
๏ 2.9 million user-authored articles
๏ 40 times larger than Encyclopedia Britannica
๏ Over 500,000 contributors
๏ But, how good is it?
Wednesday, February 11, 2009

Wikipedia - Nature Study
๏ British journal Nature compared accuracy of Wikipedia
and Encyclopedia Britannica in a study published Nov,
2005.
๏ Random, blinded study of 140 articles
๏ Nature found both sources to be comparable in
accuracy.
๏ Despite widely publicized errors, Wikipedia was found to
be of higher reliability that Britannica due to comparable
accuracy and substantially greater scope and reach.
Nature 438, 900 - 901 (14 Dec 2005), doi: 10.1038/438900a, News
Wednesday, February 11, 2009

Wikis For Collaboration
๏ Wikis are fast becoming a preferred tool for collaboration
๏ Shared access
๏ Simple authoring model
๏ Version history
๏ Comments
๏ RSS Feed of edits
๏ Granular permissions
๏ Go to www.pbwiki.com, create a wiki for yourself...
Wednesday, February 11, 2009

Blogs
๏ Blogs - short for web logs, user-generated websites with
journal style entries posted in reverse chronological order
๏ 1994 - Justin Hall launches the first blog
๏ 1997 - term “weblog” coined
๏ 1999 - shortened to “blog”
๏ 133 million blogs as of January 1, 2009
๏ 1.5 million new blogs per week
๏ 900,000 blog posts per day
Wednesday, February 11, 2009

Blog Characteristics
๏ Primary author creates “posts”, readers add comments
๏ Lightweight, low-tech authoring tools
๏ Frequent updates
๏ RSS Feeds notify readers of new content/comments
๏ Rapidly replacing newsletters
๏ Increasingly used inside corporate firewalls to replace
newsletters, mass emails
Wednesday, February 11, 2009

Why You Should Blog
๏ Develop your thoughts Blogging Resources:
Wordpress
๏ Build name/brand www.wordpress.com
๏ Grow your business Google Adsense:
www.google.com/adsense
๏ Prepare for a book
Feedburner:
www.feedburner.com
๏ Connect w/ colleagues,
customers Google Reader:
www.google.com/reader
๏ Share knowledge
http://www.seomoz.org/blog/why-you-should-blog
Wednesday, February 11, 2009

Blog Caveats
๏ Check corporate policy
๏ Be authentic, use your unique voice
๏ Protect patient/corporate privacy
๏ Post new content regularly, weekly at least
๏ Acknowledge and correct mistakes promptly
๏ Delete spam or off-topic comments
๏ Respond to your readers
Wednesday, February 11, 2009

Mayo Clinic Blogs
๏ News Blog
๏ Health Policy Blog
๏ Sharing Mayo Clinic
Wednesday, February 11, 2009

Mayo Clinic Blogs
๏ Initially a limited experiment in social media
๏ Excellent traffic statistics
๏ Increased Google search results
๏ Strong traffic cross over from blog to main site
๏ Becoming primary means for delivering news content
๏ Internal stakeholders still need convincing
Wednesday, February 11, 2009

Facebook
๏ Social networking site
๏ Started as an experiment to connect incoming
classmates at Harvard
๏ >150 M users, > 50% out of college, fastest growing
demographic is > 30 y.o.
๏ #5 site in the world
๏ > 3 billion minutes are spent on Facebook
each day
๏ Yes, you do need to be on Facebook
Wednesday, February 11, 2009

Why Facebook?
๏ It is now the global white pages
๏ Connect with friends, colleagues and family
๏ Share thoughts, pictures, videos, stories
๏ Resistance is futile
๏ However...
Wednesday, February 11, 2009

Anatomy of a Profile
Wednesday, February 11, 2009

Facebook Caveats
๏ Use your full real name
๏ Add a profile photo
๏ Separate work from personal life
๏ Create a Professional Friends List
๏ Edit your privacy settings
๏ Do not stalk your children
๏ Ignore all “poke”, “kidnap”, “pirate”, and similar requests
๏ Use LinkedIn if you just want a business profile
Wednesday, February 11, 2009

Mayo Clinic on Facebook
๏ Mayo Clinic Facebook
“fan” page
๏ > 5,000 fans
๏ Photos, podcasts,
videos, discussion
boards
๏ Moderate success,
mostly brand-awareness,
business model still
emerging
Wednesday, February 11, 2009

Twitter
๏ Micro-blogging service similar to Facebook status
messages
๏ 140 character limit
๏ You see your friends’ “tweets”, your followers see yours
๏ Answers the question “What are you doing?”
๏ Increasingly “What are you thinking?”
๏ Started as a toy, now becoming a mainstream
thought-broadcasting network
Wednesday, February 11, 2009

Mayo Clinic on Twitter
๏ Early-stage experiment
๏ Outreach to media
professionals and
journalists
๏ > 600 followers
๏ Too early to gauge
results
Wednesday, February 11, 2009

Twitter Tips
๏ Start exploring Twitter with a friend
๏ Search for more friends
๏ Follow your friends’ followers
๏ Watch Facebook status for “is Twittering”
๏ Tweet often, but tweet relevant information
๏ Use a Twitter desktop client (Twhirl, TweetDeck) or
iPhone/Blackberry application
๏ Have fun!
Wednesday, February 11, 2009

Bringing it Together
๏ Social media and Web2.0 have changed the game in
several ways:
๏ User-generated content
๏ Social connections based on relationship or interest
๏ Transcendence of temporal and geographic distance
๏ Decentralized publishing
๏ Aggregation of content based on personal preference
๏ All data lives in the cloud
๏ Real-time content delivery, with rewind
Wednesday, February 11, 2009

Continuum of Communication
Communicating Collaborating Publishing
Email Blogs Web Word Managed
Twitter Wikis Pages Docs Content
Unofficial Official
Simple Complex
Subjective Objective
Personal Public
Mine Yours
Wednesday, February 11, 2009

Scenario 1 - Collaboration
Set-up:
Susan and John are working together to write a book
chapter on toe pain. They trained together several years
ago and always wanted to collaborate on a project. Sue
was asked to serve as editor for the chapter and decided
to invite John to help out writing the chapter.
Let’s take a look at their process...
Wednesday, February 11, 2009

Collaboration
There has to be a better way...
Susan John
Wednesday, February 11, 2009

Collaboration
Susan John
Wednesday, February 11, 2009

Scenario 2 - Managing Patients
Primary care physicians are faced with numerous
competing demands in today’s healthcare environment
๏ Reduce total cost of care
๏ Improve management of chronic conditions
๏ Provide integrated management across all episodes of
care
๏ See more patients
This seems like an impossible list...
Wednesday, February 11, 2009

What if you could...
๏ Quickly check on all of your patients
๏ See labs, prescriptions, notes, consult summaries
๏ Receive alerts on test results, Rx conflicts
๏ Quickly communicate with patients as issues emerge
๏ Send information to all of your patients at once
๏ Communicate with other care providers
๏ All in less time, at a lower cost, with better outcomes
Wednesday, February 11, 2009

It Might Look Like...
healthbook Home Profile Patients Colleagues
Dr. Feelgood is in the ofice today seeing patients Outcomes
Via iPhone 1 hour ago
Diabetes:
What are you doing right now? Post 97% meeting goals
View full results
Wall Info Notes Rx Results
Obesity:
BMI >35 10%
Patients
BMI 26-34 28%
Tom Friendly is feeling feverish still after his visit to the doctor, wondering if
BMI < 26 62%
it’s a reaction to his meds. 12:43 pm Write on Tom’s Wall
View full results
Olivia Jones is having contractions, 5 minutes apart and is thinking her water
might have broken. 10:49 am Write on Olivia’s Wall Safety:
100& compliance
View full results
Bill Wilson picked up his prescription. Yesterday Write on Bill’s Wall
see all
Steve Johnson has a nasty rash on his leg. Yesterday
Write on Steve’s Wall
Information
Radiology Images are ready for interpretation for Susan Wilson
Mayo Clinic View Images
Rochester,
MN Alert - High Cholesterol Results for Tom Friendly
View Results Write on Tom’s Wall
Family
Medicine Dismissal Note For Susan Wilson from Dr. Johnson
Read Note Write on Susan’s Wall
Wednesday, February 11, 2009

First Steps to Healthbook
๏ Online Medical Record initiatives (Google Health,
Microsoft HealthVault)
๏ Open Standards for medical records (MXML)
๏ Web Service aware legacy systems
๏ External market pressures to reduce cost
๏ Medicare reform
๏ Demand by Millennial generation
Wednesday, February 11, 2009

Questions
Wednesday, February 11, 2009

Contact
Montgomery Flinsch
Internet Technologies Research
Mayo Clinic Rochester
mflinsch@mayo.edu
twitter.com/mflinsch
www.flinsch.com
Wednesday, February 11, 2009