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Using Social Media Wisely in a HealthCare SettingLee AaseMayo Clinic Center for Social MediaJuly 25, 2012
Tools Unfamiliar, Not Unfathomablehttp://leeaase.me/WhatIsTheInternetAnyway
Mayo Clinic Center for Social Media• Our Raison d’etre: 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.
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• Industry members eligible to join, but not accepting industry grant funding• >120 member organizations
A Sample of Network Members• American Hospital Association• Radboud University Nijmegen Medical Center• Jamestown Hospital• National Cancer Institute• Vanderbilt University Medical Center• Encephalitis Global• See Full List at http://socialmedia.mayoclinic.org/ network/
About Lee Aase (@LeeAase)• B.S. Political Science• 14 years in politics and government at local, state, national levels• Mayo Clinic since April 2000 • Media relations consultant • Public Affairs Manager (2003-2010) • Director, Center for Social Media since July 2010
Key Elements• All policies apply in social media, too • Privacy • Mutual Respect • Computer use• Generally don’t “friend” patients• Remember the “front page” rule
Medical Professionalism: Fundamentals• Professionalism reflects the compact between health care professionals and patients, their family members and society at large• It is an overarching concept that governs all aspects of our lives, including that which occurs online• Online behavior should seamlessly merge with professional behavior offline
A Balanced Approach to Professionalism• Avoiding faux pas is important but cannot be the only standard for judging professionalism in social media• Professionalism is more than the absence of unprofessional conduct• Professionals have a moral obligation to use available tools effectively on behalf of those they serve
HIPAA applies to Pros, not patients• People are free to disclose their own PHI• They’ve been doing this on the Web for well over a decade• Professionals should help people understand possible ramifications of disclosure, but• Privacy, WHILE EXTREMELY IMPORTANT, is not the ultimate value for many• Get standard media release waivers when you publish PHI
Professionalism and Social Media• Before you take the leap • Develop/Review your organizational social media policy guide • Define your opportunity and operational goals • Remember you represent your organization as well as yourself • Know and review your privacy settings
#21: Technology makes thingspossible. People make thingshappen
#22: Social Media are anessential part of a balancedcommunications diet
Transplant Implications, Applications• Transplant patients exceptionally motivated to tell their stories• Facebook opportunity is huge• Use all levels of the SMUG Pyramid• Share best practices and learn from others• See Transplant-related posts on SMUG
Upcoming Opportunities• Social Media Residency • Sept. 25-26 in Scottsdale, Ariz. • Oct. 15-16 in Rochester, Minn. • Nov. 29-30 in Jacksonville, Fla.• Social Media Week at Mayo Clinic Oct. 15-19 • Abstract Contest for Scholarships • Network membership includes credits for discounted or free registration
For Further Interaction:• Google Lee Aase or SMUG U• @LeeAase on Twitter• firstname.lastname@example.org• http://socialmedia.mayoclinic.org
Jul. 25, 2012
The slides from a presentation I'm doing for the Workplace Partnership for Life.