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Healthy Applications of Social Media

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Slides from my presentation on July 22, 2016 to the Southern Kentucky Area Health Education Center's 25th Summer Conference in Mount Vernon, Kentucky.

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Healthy Applications of Social Media

  1. 1. Healthy Applications of Social Media Lee Aase (@LeeAase) Director, Mayo Clinic Social Media Network July 22, 2016
  2. 2. 2
  3. 3. 3 Today’s Agenda ▪ Mayo Clinic’s Social Networking roots and transition to Social Media ▪ Creating social media training resources for Mayo Clinic and beyond ▪ Answering your questions and building your confidence
  4. 4. You’ve done this before…
  5. 5. • B.S. Political Science • 14 years in government and politics • Mayo Clinic Communications since April 2000 • Became Media Relations Manager in 2003 • Director, Social & Digital Innovation Team and Mayo Clinic Social Media Network since 2010 About Lee Aase
  6. 6. • Essays from 30 thought leaders • The “Why?” of social media in health care • Net proceeds fund patient scholarships • Available on Amazon and discount bulk orders on CreateSpace (with offer code Z4L7DBSN)
  7. 7. Comparative Populations
  8. 8. 12 ▪ Every U.S. state ▪ More than 140 countries ▪ One in Five travels more than 500 miles for care Each year Mayo Clinic patients come from Why is this the case?
  9. 9. Answering a Burning Question…
  10. 10. Social Networking in the Origins and Development of Mayo Clinic
  11. 11. Mayo Clinic’s First Social Networkers
  12. 12. “By the end of the 1920s Dr. Will could say he had studied surgery in every town in America and Canada of one hundred thousand population or more, and had crossed the Atlantic thirty times.” (The Brothers Mayo, Helen Clapesattle, p. 323) Dr. William Mayo’s Travels
  13. 13. Countries Dr. William Mayo Visited
  14. 14. Austria Denmark Ireland Scotland Australia England Italy Sweden Argentina Fiji Mexico Switzerland Belgium Finland New Zealand Uruguay Canada France Norway Chile Germany Peru Cuba Holland Russia Countries Dr. Will Mayo Visited
  15. 15. Visiting Dr. Hugh Devine’s OR in Melbourne
  16. 16. How Mayo Clinic got its Name…
  17. 17. Social Networking is part of Mayo Clinic’s DNA
  18. 18. September 2015: #MayoInOz
  19. 19. 30
  20. 20. Moving Mayo Clinic from Social Networking to Social Media
  21. 21. From Syndicated Media…
  22. 22. … to “New” Media (Podcasting)
  23. 23. Involuntary MySpace “Representation”
  24. 24. Accelerated Adoption of Free Platforms and Low-Cost Tools • 2007 - Facebook • 2008 • YouTube • Flip Cameras • Twitter • Blogs
  25. 25. Information Sources Influencing Preference for Mayo Clinic (2014)
  26. 26. Patient Word-of-Mouth (2010) • 91 percent of patients said “good things” about Mayo Clinic after visits • An average of 43 people heard “good things” • 86 percent recommended Mayo Clinic to an average of 24 other people; an average of 6 actually came.
  27. 27. Amplifying Word of Mouth
  28. 28. Sharing In-Depth Knowledge and Showcasing Expertise, Empathy
  29. 29. Unique Myelofibrosis Cases MCF MCA
  30. 30. Mayo Clinic Social Media Network • The Mayo Clinic Social Media Network (#MCSMN) 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. • Makes resources developed for Mayo Clinic staff available to peers, and generates revenue to support mission.
  31. 31. A Catalyst for Social Media
  32. 32. socialmedia.mayoclinic.org
  33. 33. Social for Healthcare Certificate from Mayo Clinic and Hootsuite
  34. 34. Mayo Clinic Connect: A Community of Communities
  35. 35. Visit Connect.MayoClinic.org
  36. 36. Your Questions
  37. 37. What about instances in which patients want to Facebook friend their nurse or other caregiver? Seems harmless, but does it present any problems?
  38. 38. What  about  texting/messaging  among   healthcare  providers,  when  the  content   is  patient  information?  Is  this  okay?   What  are  the  rami>ications?  Are  there   popular  secure  messaging  systems  in   the  healthcare  industry?  
  39. 39. What  if  a  patient  slams  the  care  they   received  at  a  given  hospital  in  a  social   media  post?  Should  employees   comment  or  refrain  from  getting  into   the  fray?  
  40. 40. As  an  employer,  does  a  hospital  ever   have  the  right  to  discipline  an   employee  for  a  social  media  post  they   made  on  their  own  time,  even  if  it   doesn’t  involve  patient  privacy?  
  41. 41. What  are  some  emerging  trends  in   communication  technology  in  relation   to  healthcare?  
  42. 42. Broadcasting Live Video to the World
  43. 43. A @MayoClinic First: The #ScopeScope
  44. 44. Facebook Live 3D Simulation Tour >160K views (80K 10-second views)
  45. 45. Can  you  say  anything  speci>ically  about   social  media  and  rural  healthcare?   Smaller  towns  mean  everyone  is   familiar  with  everyone,  but  also  those   towns  are  now  connected  to  the  world   via  social  media.  
  46. 46. Your Questions?
  47. 47. Social Media Residency ▪ One-day advanced course ▪ Prerequisite: Social for Healthcare Certificate ▪ Four remaining opportunities in 2016 ▪ Sept. 29 in Jacksonville ▪ Oct. 17 in Rochester ▪ Dec. 8 in Scottsdale ▪ Or in conjunction with…
  48. 48. 15-16 November 2016 in Melbourne
  49. 49. A Poignant Memory: Mayo Clinic’s Octogenarian Idols • Embedded in Sharing Mayo Clinic, posted to Facebook, Tweeted on 4/7/09
  50. 50. The next day...
  51. 51. TotalViews
  52. 52. Six days later... TotalViews
  53. 53. TotalViews
  54. 54. TotalViews
  55. 55. TotalViews
  56. 56. TotalViews
  57. 57. TotalViews
  58. 58. TotalViews
  59. 59. TotalViews
  60. 60. Early Morning May 26, 2009
  61. 61. Live in Studio: Good Morning America
  62. 62. May’s Sad News:
  63. 63. In Memory of Marlow
  64. 64. For Further Interaction: • @LeeAase on Twitter • socialmedia.mayoclinic.org • socialmediacenter@mayo.edu

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