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Making the Case for Social Media in Health Care

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Slides from my presentation on Nov. 7, 2014 to the Healthcare Communicators of Oregon.

Published in: Healthcare

Making the Case for Social Media in Health Care

  1. 1. The Case for Social Media in Health Care Lee Aase (@LeeAase) Mayo Clinic Center for Social Media Healthcare Communicators of Oregon Fall Conference 2014 November 7, 2014
  2. 2. ©2011 MFMER | 3139261-
  3. 3. ©2011 MFMER | 3139261-
  4. 4. THE Book on Social Media in Health Care • 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)
  5. 5. ©2011 MFMER | 3139261- A Gift for Everyone
  6. 6. Bringing Hope to the (at least) Mediocre
  7. 7. ©2011 MFMER | 3139261- About Lee Aase (@LeeAase) • B.S. in Political Science, Minnesota State University • 14 years in politics and government at local, state, national levels • Mayo Clinic since April 2000 • Media relations consultant • Manager since 2003 • Media Relations/Research Communications • Syndication and Social Media • Director, Center for Social Media (2010)
  8. 8. One more reason why you can do this...
  9. 9. Agenda • Mayo Clinicʼs Social Networking History • Pivotal points and case studies • Advancing the Argument for Social Media Engagement • Helping You Bring the Social Media Revolution to Health Care ©2011 MFMER | 3139261-
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  11. 11. ©2011 MFMER | 3139261-
  12. 12. ©2011 MFMER | 3139261-
  13. 13. Metro Population for U.S. News Best Hospitals ©2011 MFMER | 3139261- 20,000,000 15,000,000 5,000,000 0 10,000,000 Rochester Boston Baltimore Cleveland Los Angeles San Francisco New York Philadelphia Chicago
  14. 14. What does Rochester have that they donʼt?
  15. 15. Mayo Clinicʼs First Social Networkers ©2011 MFMER | 3139261-
  16. 16. ©2011 MFMER | 3139261-
  17. 17. Reasons for Mayo Clinic Preference 0 15 30 45 60 53 ©2011 MFMER | 3139261- 32 23 21 20 20 Word of Mouth News Stories Internet Direct Mail Advertising Ratings
  18. 18. ©2011 MFMER | 3139261-
  19. 19. ©2011 MFMER | 3139261- Podcasting: September 2005
  20. 20. Taking a step back: Content Creation/ “New Media” Task Force • Public Affairs group met Oct. 2005 to July 2006 • Reviewed landscape and made recommendations on initial strategies • Process changes to create more in-depth products - podcasting • Save blogging for later
  21. 21. My First Blog Post Lines from Lee
  22. 22. Beyond the Hypochondriac feed
  23. 23. Mayo Clinic Medical Edge Sample Sound Bite
  24. 24. Involuntary Social Network Representation myspace.com/mayoclinic
  25. 25. ©2011 MFMER | 3139261- Facebook: 11/7/07
  26. 26. ©2011 MFMER | 3139261- YouTube: Feb ʼ08
  27. 27. The Revolutionary impact of consumer-grade video
  28. 28. ©2011 MFMER | 3139261-
  29. 29. ©2011 MFMER | 3139261- Twitter: 4/29/08
  30. 30. ©2011 MFMER | 3139261- Blogging: April ʼ08
  31. 31. Case Study: Reuben Mesa, M.D. and Myelofibrosis
  32. 32. Unique Myelofibrosis Patients 400 300 200 100 0 MCF MCA 2008 2009 2010 2011 2012 2013
  33. 33. Case Study: Social Media/Traditional Media Synergy
  34. 34. ©2011 MFMER | slide-40 A Taste of the Theses • #1: Air was the original social medium • #2: Electronic tools just make word spread farther and faster • #4: Social Media are the Third Millenniumʼs defining communications trend • #7: Hand-wringing about social media is as productive as debating gravity • #9: Mass media move (and are moved by) social media buzz
  35. 35. • #10: Social media strategies canʼt compensate for an inferior offering or bad service • #16: Social media make the once-scarce power of mass media available to everyone • #17: Social media are free in any ordinary sense of the word • #18: As I approaches 0, ROI approaches ∞ • #34: Challenges of introducing social media in healthcare are not unique ©2011 MFMER | slide-40 A Taste of the Theses
  36. 36. • #36: If your organization canʼt find a way to constructively use free tools that enable deep, two way communication with anyone, anywhere, anytime, your real problem is lack of imagination • #37: Anonymity is the enemy of community • #38: Social Media raise the cost of bad behavior because they make it more likely misdeeds will be discovered. ©2011 MFMER | slide-40 Bonus Theses
  37. 37. Case Study in Serendipity: Octogenarian Idols • Embedded in Sharing Mayo Clinic, posted to Facebook, Tweeted on 4/7/09
  38. 38. The next day...
  39. 39. 1,100,000 550,000 275,000 0 825,000 Total Views 187,956228,055292,766 1,0953,08526,97364,778 555,675 692,713 1,002,122 4/7 4/8 4/13 4/22 5/3 5/4 5/5 5/10 5/12 5/15
  40. 40. Early Morning May 26
  41. 41. May 26, 2009: Live in Studio Good Morning America
  42. 42. Results to Date • More than 10 million views on YouTube • Over 1.5 million on Sharing Mayo Clinic • From 200 views/month to 5,000 views/hour • Validation of SMUG Thesis #26
  43. 43. #26: Your mileage may vary, but youʼll go a lot further if you get a car.
  44. 44. ©2011 MFMER | slide-40 The Most Important Thesis #35: Social Technologies will transform health care
  45. 45. Mayo Clinic Center for Social Media • Established in July 2010 • 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. ©2011 MFMER | slide-40
  46. 46. • 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, with dues based on organization revenues • Goals: • Be a resource for others - “Air Cover” • Make connections with and learn from others ©2011 MFMER | slide-40 Social Media Health Network
  47. 47. ©2011 MFMER | slide-40 A Catalyst for Social Media
  48. 48. ©2011 MFMER | slide-40 Making Quality Metrics Actionable In collaboration with: The Center for Social Media, Cardiovascular Services Mayo Clinic is a shareholder in Dabo Health
  49. 49. ©2011 MFMER | slide-40 Update on Dabo Pilot
  50. 50. ©2011 MFMER | slide-40 Required Data Meaningful Use Stage 1 59+ Meaningful Use Stage 2 34+ Hospital Readmission (HRRP) 3+ Value Based Purchasing 24+ Medicare Shared Savings Program (ACOs) 33+ Hospital Acquired Condition (HAC) 3+ 156+ Category Number of Metrics
  51. 51. ©2011 MFMER | slide-40 Existing Scorecard
  52. 52. Mayo Clinic Center for Social Media and Dabo Health ©2011 MFMER | slide-40 “Applying the power of teamwork and data transparency to improve outcomes and meet the needs of our patients” — C. Michel Harper, M.D. Executive Dean of Practice
  53. 53. ©2011 MFMER | slide-40 Making Quality Metrics Actionable Nurses + Interaction Designers + Physicians + User Interface Engineers + Nurse Practitioners + User Experience Designers + Quality Managers + User Interface Designers + Physician Assistants =
  54. 54. ©2011 MFMER | slide-40
  55. 55. Metric Views during the Dabo Health Pilot (7/1/13 to 11/30/13) ©2011 MFMER | slide-40 2,500 0 5,000 1,426 4,737 Enterprise Quality Scorecard Dabo Health 61,000 Users 254 Pilot Users
  56. 56. ©2011 MFMER | slide-40 dabohealth.com
  57. 57. ©2011 MFMER | slide-40 Visualizing Bottom-Line Impact
  58. 58. ©2011 MFMER | slide-40 Visualizing Bottom-Line Impact
  59. 59. ©2011 MFMER | slide-40 Rochester
  60. 60. ©2011 MFMER | slide-40 Arizona
  61. 61. The Dabo Health Opportunity • Learn the amount at risk for your hospital • Invite clinical staff to explore and engage the free version on Hospital Acquired Conditions • Poorer previous performance = more upside • What if engaging staff and sharing best practices could improve metrics performance? • How would this affect • Social media ROI discussions? • Perceptions of social media usefulness? ©2011 MFMER | slide-40
  62. 62. Cardiac Amyloidosis “Copycat”
  63. 63. Benefits: Expected and Serendipitous • Improving quality of information available to patients worldwide • Saving time, deepening conversations • Referrals • Academic standing and research opportunities ©2011 MFMER | slide-40
  64. 64. ©2011 MFMER | slide-40
  65. 65. ©2011 MFMER | slide-40 Mayo Clinic Center for Social Media Strategy Summary • Represent Mayo Clinic well as a institution in general-purpose social networking platforms • Consult with Mayo stakeholders in developing integrated social media strategies and provide resources for execution (“Teach a man to fish...”) • Professionalism Standards (Fishing etiquette) • Platform Development (Fishing poles/nets) • Training/Consultation (Fishing lessons) • Offer these resources to peers and gather community to develop and share best practices through the Social Media Health Network
  66. 66. If you still donʼt think social media can work for you and ©2011 MFMER | slide-40 your patients...
  67. 67. ©2011 MFMER | 3139261-
  68. 68. ©2011 MFMER | 3139261-
  69. 69. For Further Interaction: • Google Lee Aase or SMUG U • @LeeAase on Twitter • For Social Media Health Network information • http://network.socialmedia.mayoclinic.org/ mccsm/joining-the-network/ • Contact Mayo Clinic Center for Social Media • By email: socialmediacenter@mayo.edu • By phone: 507-538-1091

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