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Western Surgical Association

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Slides from my presentation at the Western Surgical Association Annual Conference

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Western Surgical Association

  1. 1. ©2016 MFMER | 3507910- Social Media and the DNA of Health Care Western Surgical Association • November 6, 2017 Lee Aase, Director, Mayo Clinic Social Media Network • @LeeAase
  2. 2. 2 Disclosures: Alignment of Interests I am a full-time salaried employee of Mayo Clinic. I will say nice things about Mayo Clinic.
  3. 3. Agenda • Mayo Clinic History as Context • Examples of Positive Social Media Applications • Mayo Clinic’s Newer Innovations, Priorities • Social Media and Reputation Management • A Hands-On Twitter Workshop - #WSA17, #WestSurg17
  4. 4. 5
  5. 5. 6 Why?
  6. 6. “(In 1905) McClure’s Magazine…recounted the story of that country doctor and his brother, and of St. Mary’s Hospital, which handled more surgical cases annually than any other hospital in the United States, more than even the great Johns Hopkins.” (The Doctors Mayo, Helen Clapesattle, p. 289)
  7. 7. Mayo Clinic’s Original Social Networkers
  8. 8. “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 Doctors Mayo, Helen Clapesattle, p. 405)
  9. 9. Countries Dr. Will Mayo Visited
  10. 10. Countries Dr. Will Mayo Visited 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
  11. 11. The Surgeons Club
  12. 12. … and is part of the DNA of healthcare! Social Networking is part of Mayo Clinic’s DNA…
  13. 13. Social Media = Digital Social Networking
  14. 14. Once Upon a Time, Three Networks Dominated the Media Landscape in the United States
  15. 15. Every day, these guys would define the news…
  16. 16. ... while local affiliates and newspapers sold scarce audience access at monopoly prices
  17. 17. Then one day Ted Turner launched the cable TV revolution...
  18. 18. And one of these guys invented the Internet...
  19. 19. The means of news production and distribution were democratized...
  20. 20. Twin revolutions fragmented audiences, causing major economic upheaval • Hundreds of cable channels, exponential growth in Web sites • Mass media came under economic pressure leading to • Demise of TV doctor • Papercuts
  21. 21. Until finally, the Big 3 TV share of audience crashed... Big Three Others
  22. 22. Facebook went public at 20x the value of The Wall Street Journal… WSJ (2007) ABC (1995) Facebook (2012)
  23. 23. …and has more than quadrupled since 2012 WSJ (2007) ABC (1995) Facebook (2012) Facebook (2017)
  24. 24. Market Capitalization Perspective Facebook Walmart
  25. 25. Learning the Laws: Moore’s and Metcalfe’s
  26. 26. Eye (or Ear) Openers to Digital Opportunities
  27. 27. 32 From Syndicated Media… …to “New” Media (Podcasting)
  28. 28. 33 Involuntary “Representation” in Social Networks myspace.com/MayoClinic
  29. 29. 34 Adopting Free Platforms and Low-Cost Tools • 2007 - Facebook • 2008 • YouTube • Flip Cameras • Twitter • Blogs
  30. 30. 35 Information Sources Behind Preference for Mayo Clinic
  31. 31. ©2016 MFMER | 3507910- Five Examples of Beneficial Applications
  32. 32. 37 Amplifying Word-of-Mouth • 91% said “good things” about Mayo Clinic after visits • Average of 43 heard “good things” • 86% recommended Mayo Clinic • Average of 24 advised to come • Average of 6 actually came
  33. 33. 38
  34. 34. Cost-Effective Knowledge Sharing and Reputation Enhancement
  35. 35. Increasing Patient Volumes
  36. 36. 42 Unique Myelofibrosis Cases MCF MCA
  37. 37. Accelerating Knowledge Diffusion among Patients and Medical Professionals
  38. 38. UT Split Repair Procedures
  39. 39. Reducing the Burden of Disease Everywhere
  40. 40. 54
  41. 41. 55
  42. 42. 56 A 3-Part Blog Series For Further Exploration:
  43. 43. ©2016 MFMER | 3507910- Adopting Evolving Technologies
  44. 44. Facebook Live
  45. 45. ©2016 MFMER | 3507910- Developing Deeper Relationships
  46. 46. 65 @colleen_young
  47. 47. 66
  48. 48. 67
  49. 49. 68More about Connect Moderators and Volunteer Mentors Mayo Clinic Connect Mentors
  50. 50. Mayo Clinic Champions: Patients and Staff
  51. 51. The Surgeons Club for Social Media in Healthcare
  52. 52. 74
  53. 53. The 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.
  54. 54. FREE Basic membership: socialmedia.mayoclinic.org
  55. 55. 77 FREE Resources via MCSMN Basic Membership • Essays from 30 thought leaders • The “Why?” of social media in health care • Free PDF, Kindle versions • Contact us for bulk hard copy discounts
  56. 56. #MCSMN: A Catalyst for Health Care Social Media • Guidelines • Best Practices • Platforms • Training • Consultation
  57. 57. 81 Mayo Clinic Social Media Guidelines 1. All policies apply in social 2. Speak for yourself 3. Be professional 4. Be transparent 5. Practice mutual respect 6. Get your work done 7. Don’t “friend” patients 8. Don’t “friend” direct reports 9. Don’t endorse for Mayo 10. No Mayo logo or name
  58. 58. 82 Social for Healthcare Certificate from Mayo Clinic and Hootsuite 3.5 AMA PRA Category 1 CreditsTM Available
  59. 59. ©2016 MFMER | 3507910- Next Up: Reputation Management
  60. 60. ©2016 MFMER | 3507910- Twitter Workshop
  61. 61. 85
  62. 62. 86 Why Twitter? ▪ Manage your online reputation ▪ Stay up-to-date on news in your niche(s) ▪ Establish thought leadership ▪ Connect with colleagues ▪ Generate demand ▪ Enrich your life
  63. 63. Twitter – an Introduction ▪ Microblogging site ▪ 140 characters to scintillate/engage ▪ Excludes photos, videos, GIFs, polls, quote Tweets and user names ▪ 974 million accounts, ~25% MAU ▪ >500 Tweets per day
  64. 64. Anatomy of a Tweet
  65. 65. Top Tips ▪ Two hashtags/Tweet maximum ▪ Use Correct hashtags (i.e., Symplur) ▪ Use images and video for greater visibility ▪ Include links when appropriate ▪ Avoid bunching Tweets ▪ Be aware of short half-life (i.e., repeat)
  66. 66. 91 https://www.symplur.com/healthcare-hashtags/
  67. 67. 92
  68. 68. 93
  69. 69. 94 Hashtag Complications
  70. 70. Lists – Get Organized! ▪ Public or private ▪ Organize accounts to follow (location, function, topic) ▪ Don’t have to follow someone to create a list ▪ Can follow lists created by others
  71. 71. Direct Messaging ▪ Private conversation ▪ 1 to 1 or to a group ▪ Everyone in the group 
 can see even if they 
 don’t follow
  72. 72. Share Links Tweets containing links get 86% more retweets than regular tweets.
  73. 73. Twitter Chats ▪ Find & Build Communities ▪ Monitor Market Trends ▪ Educate, Support & Inform ▪ #HCSM, #MedED, #HCLDR ▪ Top tip: Use Symplur.com
  74. 74. Add Video Twitter is prioritizing 
 video higher in the 
 news feed.
  75. 75. Four Ways to Maximize Twitter Benefits • Tweet links (with commentary) to journal articles • Follow judiciously (or create lists) • Make connections at scientific meetings • Use Buffer, Tweetdeck or Hootsuite for efficiency
  76. 76. ©2016 MFMER | 3507910- Twitter-Enhanced Q&A/Discussion 1.Tweet your questions or comments using #WestSurg17 and #WSA17 hashtags, or 2.Go old-school and join in verbally

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