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Bringing the Social Media Revolution to Health Care


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Presentation at a satellite symposium for the AAPM&R Annual Meeting.

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Bringing the Social Media Revolution to Health Care

  1. Bringing the Social Media Revolutionto Health CareLee AaseMayo Clinic Center for Social MediaNovember 16, 2012
  2. AccreditationCollege of Medicine, Mayo Clinic, is accredited by theAccreditation Council for Continuing Medical Education to providecontinuing medical education for physicians.College of Medicine, Mayo Clinic, designates this live activity for amaximum of 1 AMA PRA Category 1 Credits™. Physiciansshould claim only the credit commensurate with the extent of theirparticipation in the activity.
  3. Disclosure SummaryAs a provider accredited by ACCME, College of Medicine, Mayo Clinic (Mayo School of CPD)must ensure balance, independence, objectivity and scientific rigor in its educational activities.Course Director(s), Planning Committee Members, Faculty, and all others who are in a positionto control the content of this educational activity are required to disclose all relevant financialrelationships with any commercial interest related to the subject matter of the educationalactivity. Safeguards against commercial bias have been put in place. Faculty also will discloseany off label and/or investigational use of pharmaceuticals or instruments discussed in theirpresentation. Disclosure of this information will be published in course materials so thoseparticipants in the activity may formulate their own judgments regarding the presentation.Listed below are individuals with control of the content of this program who havedisclosed…Relevant financial relationship(s) with industry: NoneNo relevant financial relationship(s) with industry: NoneReferences to off-label usage(s) of pharmaceuticals or instruments in their presentation:None ©2011 MFMER | 3139261-
  4. Learning Objectives• Participants will be able to describe various social media platforms and their capabilities in relation to other means of communication• Participants will be able to describe examples of concrete applications of social media to support clinical practice, education and research• Participants will be able to discuss ways they can use social media platforms to be more effective in their work
  5. The Hidden Agenda• You will see the transformational power of social media• You will want to join the Social Media Revolution• You will believe that using social media tools is worthwhile and that you can do it
  6. Health Warning: With 161 slides in 55 minutes(one every 20.5 seconds) it mayseem like a strobe light is in use
  7. Two Heroes Six Magic WordsFour Reasons WhyThey’re True for You
  8. “I’ll bet Icould do that!”
  9. About Lee Aase (@LeeAase)• B.S. Political Science, Chemistry minor• 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
  10. 2010 Brand Preference SummaryHealth Care Decision-Makers Aged 25+ Total Mayo Clinic 12.5 6.1 18.6% AMC 1 4.1 3.5 7.6% AMC 2 3.6 2.5 6.1% AMC 3 2.3 1.1 3.4% AMC 4 1.60.9 2.5% AMC 5 1.0 0.8 1.8% 1.6% AMC 6 0.9 0.7 1.3% AMC 7 0.6 0.7 1st Mention Addl Mention 2010 US Consumer Brand Monitor, decision-makers 25+, n=5,279 ©2011 MFMER | slide-17
  11. The Essential Role of Analogies ©2011 MFMER | slide-40
  12. "If you can’t explain it to a six-year-old, you don’t understand it yourself."
  13. Spot the analogy...
  14. When we don’t understand something, weinstinctively look for analogies• “ you write to it, like mail?”• Humans always try to explain the unknown in familiar categories• Therefore to build support for your social media applications • You need to create comfortable analogies so your stakeholders don’t invent scary ones • Good analogies can overcome prejudice and misperception
  15. To use analogies to support applyingsocial media in a medical/scientific context• Learn to think like a scientist• Understand your organization’s culture/DNA to explain social media in terms that resonate• Develop deep knowledge of social media tools and their capabilities
  16. "If you can’t explain social media tools to nuclear physicists andcardiac surgeons in terms that are relevant to them, you shouldn’t expect their support." - Lee Aase ©2011 MFMER | slide-40
  17. Analogies for Social Media Tools Blogs RSS Podcasts Social Networks Skype YouTube Wikis Twitter Slideshare uStream
  18. Blogs• 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
  19. RSS = Really Simple Syndication• An email newsletter that can’t spam you• Lets you easily track dozens of blogs or other Web sites without surfing• Google Reader a free Web option• Also browser options
  20. Podcasts• TiVo for audio (and also video)• Don’t need an iPod to use• Series of segments to which you can subscribe via RSS• iTunes free for PC or Mac
  21. Social Networking Sites• With a billion Facebook users, analogies no longer needed• Typically free or freemium, but business models vary• External free sites like Facebook, LinkedIn• Internal options such as Yammer, Chatter• SaaS options, e.g. Jive• Open Source, e.g. BuddyPress with WordPress
  22. Wikis• Like “track changes” in Microsoft Word without inducing strabismus• Collaborative editing tools• Wikipedia the most famous• 4 million articles in English• Definitive stories quickly on • 35W Bridge Collapse • Virginia Tech shooting
  23. A museum display...
  24. YouTube• World’s second largest search engine
  25. Twitter• A group blog with extremely short stories• Text messaging available on phones and computers• A multifunction pager that uses your cell phone• A river of serendipitous news• A messaging platform in which you can control the flow
  26. A Story from Twitter
  27. Ensuing Conversation
  28. Other Important Types of Platforms• YouTube for PowerPoint• Your own global TV channel• - A shared cork board• Mix, Match and Link
  29. To paraphrase JFK...• Ask not the intended purpose of the tools• Ask how you can apply the tools to your intentions• No one better at this than...
  30. The Greatness of MacGyver• He’s from Minnesota• Lack of resources wasn’t an insurmountable barrier to getting the job done• He saw potential in everyday situations*
  31. A Brief History of Social Mediaat Mayo Clinic
  32. A burning question...
  33. It all started with a tornado...
  34. ©2011 MFMER | 3139261-
  35. Mayo Clinic’s First Social Networkers
  36. Dr. Henry Plummer: Inventor of the PMR
  37. Mayo Clinic Medical EdgeSyndicated News Media Resources
  38. First Foray in “New” Media• Existing Medical Edge radio mp3s• Launched Sept. ‘05; 8,217% download increase
  39. Reasons for Reluctance about Blogging• Keeping the content fresh• Wise use of resources • Physician/Researcher • Public Affairs• Authenticity - didn’t want to “ghost blog”
  40. My First Blog Post - 7/30/06Lines from Lee
  41. Beyond the Hypochondriac Feed
  42. Mayo Clinic Medical Edge TVSample Sound Bite
  43. Recovering 99.41% for the 1-2% • Required almost no incremental MD effort • Process change - microphone on physician and interviewer • 90 minutes of editing per interview • More than 60,000 “hits” and 62 comments on Dr. Fischer’s podcast
  44. Involuntary Social Networking Presence:
  45. Facebook: 11/7/07
  46. A Pivotal Presentation
  47. Comparing Stanford vs. SMUG Stanford SMUG Tuition $52,341 $0 % of Applicants 7.1% 100% Admitted Mean Student $80,677 $0 Loan Debt Distinguished 1 President, 5 Alumni Justices, 6 TBD Senators Graduation Rate 95% 0
  48. YouTube: Feb. ’08
  49. Joining The Blog Council• Membership organization of blogging “companies”• Typically Fortune 500 members • Coca-Cola, P&G, Wells Fargo, etc. • Mayo Clinic, Kaiser Permanente, U.S. Navy among “non-traditional” members• Now
  50. Transforming YouTube Channel
  51. @MayoClinic on Twitter: 4/29/08
  52. The $4-a-month online newsroom
  53. Let’s Talk “site” - May 2008
  54. Sharing Mayo Clinic - Jan. 2009
  56. Yammer - Feb. 2012
  58. Twitter: @MayoClinicPMR
  59. A Broader Historical Perspective...
  60. Thesis #1: Air was the originalsocial medium
  61. Patient 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 2009 Patient Brand Monitor, n=900 ©2011 MFMER | slide-18
  62. Sources Influencing Preferencefor Mayo Clinic Word of mouth 82 News stories 62 Hospital ratings 48 Internet 33MD recommendation 29Personal experience 26 Advertising 25 Direct mail 13 Social media 5 2010 study (n=119) Insurance plan 5 Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic; *differs significantly from Q2-2010 ©2011 MFMER | slide-20
  63. #2: Electronic tools merelyfacilitate broader, more efficienttransmission by overcominginertia and friction
  64. #4: Social media are the thirdmillennium’s definingcommunications trend
  65. Gutenberg: Global Mass LiteracyZuckerberg: Global Mass Publishing
  66. #7: Hand-wringing about meritsand dangers of social media isas productive as debatinggravity
  67. What else do patientsknow about you?
  68. For those who think blocking is a viable long-term option...
  69. As Uncle Ben would say...
  70. Not that Uncle Ben. This Uncle Ben
  71. Key Elements• All policies apply in social media, too • Privacy • Mutual Respect • Computer use• Generally don’t “friend” patients• Remember the “front page” rule
  72. 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
  73. #11: Social media strategiescan help make a product,service or experience better
  74. Dr. Sreenivas Koka
  75. #13: Social media tools offerunprecedented opportunity fortransformational change andproductivity
  76. Too soon old...too late smart
  77. ROI Calculation• Time allotted for recruitment calls: 30 min• Time to create video: 60 min• Time saved per call: 10 min• Calls made April-Nov 2011: 90• Total time saved: 900 minutes (and rising)• ROI: > 1,400%
  78. #17: Social media are free inany ordinary sense of the word(or at least ridiculouslyinexpensive)
  79. Total Cost for Mayo Clinic Facebook,YouTube and Twitter $0.00
  80. In the EuropeanUnion, based oncurrent exchangerates:€0,00
  81. #18: As I approaches zero,ROI approaches infinity
  82. Unique Myelofibrosis Patients MCF MCA 400 300 200 100 0 2008 2009 2010 2011
  83. #21: Technology makes thingspossible. People make thingshappen
  84. Spontaneous Coronary Artery Dissection
  85. As seen in the Wall Street Journal...
  86. SCAD?Findings being published in MAYO CLINICPROCEEDINGSSeptember 2011 issue ©2011 MFMER | 3139261-
  87. #33: Social media will reducediffusion time for research andinnovations
  88. Discovery by Richard Berger, M.D., Ph.D.Ulnotriquetral (UT) Ligament Split Tear
  89. Jayson Werth’s Experience
  90. Nov 12, 2009USA Today 3031031-7
  91. Last Friday 3031031-9
  92. 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 short-term 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
  93. #35: Social technologies willtransform healthcare ©2011 MFMER | 3139261-
  94. The 37th ThesisApplying social media in health care isn’tjust inevitable: it’s the right thing to do inthe interest of patients.
  95. 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. ©2011 MFMER | 3139261-
  96. A Catalyst for Social Media ©2011 MFMER | slide-40
  97. 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• >140 member organizations
  98. The book on social media in health care... • Essays from 30 Thought Leaders • The “Why?” of health care social media • Available on Amazon and discount bulk orders • • Net proceeds will fund patient scholarships #MCCSMbook
  99. Mayo Clinic CEO Dr. John Noseworthy atMayo Clinic Social Media Summit - Oct. 2011
  100. Mayo Clinic CEO Dr. John Noseworthy atMayo Clinic Social Media Summit - Oct. 2011
  101. For Further Interaction:• Google Lee Aase or SMUG U•• @LeeAase•