Presentation to MUSC Healthcare Leadership Conference
1. Bringing the Social Media Revolution
to Health Care
Lee Aase
Mayo Clinic Center for Social Media
November 1, 2013
2. 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)
3. Mayo Clinic Center for Social Media
• 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.
5. Social Media Health Network
• 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
• Dues based on organization revenues
• Individual and Associate memberships now
available
8. Goals for this Presentation
• Increase your personal understanding, comfort
and confidence with social media
• Spur creative thinking on ways you can apply
these tools toward important objectives
• You will believe that using social media tools is
worthwhile and that you -- and your hospital -can do it
19. Intro to Today’s FREE Tools
Blogs
RSS
Podcasts
Social Networks
YouTube
Slideshare
Wikis
Twitter
20. Intro to Blogs
• Just an easy-to-publish Web site that allows
comments
• Blogs in Plain English - Lee LeFever
• You read them all the time without even
knowing it
• Create a blog at wordpress.com or
blogger.com in less than a minute
22. RSS = Really Simple Syndication
• Lets you easily track dozens of blogs or other
Web sites without surfing
• Truly opt-in “email”
• RSS “baked in” to browsers
• Free Web-based options like Feedly
23. Podcasts
• TiVo for Audio (or video)
• Don’t need an iPod to use
• Series of segments to which you can
subscribe via RSS
• iTunes free for PC or Mac
26. Wikis
•
•
•
•
Collaborative editing tools
Wikipedia the most famous
4.3 million articles in English
Definitive stories quickly on
• 35W Bridge Collapse
• Virginia Tech shooting
• Sandy Hook shooting
• Boston Marathon bombing
28. YouTube
• World’s #2 search engine
• “The world has voted, and we want to watch
videos on YouTube.” - Andy Sernovitz,
SocialMedia.org
62. Does your organization maintain an
official presence on...
0
Facebook
Google+
LinkedIn
Pinterest
Twitter
YouTube
25
50
75
100
63. Are employees able to access social
networking sites from their computers
connected to the corporate network?
All
None
Some
36%
45%
19%
64. If not blocking, has access always
been available or was a decision
made to open?
Always Open
Formerly Blocked
37%
63%
65. If access is open, characterization of
problems experienced due to access
None
Moderate
Minor
44%
47%
9%
66. If access is open, is your organization
actively considering restricting
access?
Yes
No
Unsure
4%
22%
74%
67. What are the main reasons for
blocking access to these sites?
0
Network Bandwidth
Network Security
Employee Productivity
Privacy/Professionalism
Legal Liability
Other
25
50
75
100
68. Why it Matters:
The Pertussis Experience
• With introduction of DTP vaccine, U.S. pertussis
cases declined 90 percent in 15 years, from
120,000 cases in 1950 to 6,800 in 1965.
• For 37 years, cases never exceeded 10,000/yr.
69. Main Points of White Paper
• Social networking is pandemic in society
• Medical professionals have been less present in
online health discussions, with negative
consequences for human health
• Blocking doesn’t solve the problems it purports
to address
• Open access, clear policies and effective
education are the best solution to perceived
problems and mitigate the consequences of
provider absence
90. 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 shortterm 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.
3031031-10
97. Lessons and Observations
• Sometimes the perfect can be the enemy of the
good. Take the side of the good.
• Follow the Mayo Clinic Center for Innovation
Motto: Think Big. Start Small. Move Fast.TM
• Iterate until it’s great.
• Accelerate!
99. Free Introductory Curriculum Modules
• GSM 110 - Mayo Clinic’s Social Media History
• TW 101 - Getting Started with Twitter
• TW 110 - How to Effectively Participate in a
Twitter Chat
• FB 101 - Introduction to Facebook
100. For Further Interaction:
• @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