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Bringing the Social Media Revolution to Health Care
1. Bringing the Social Media Revolution
to Health Care
Lee Aase
Mayo Clinic Center for Social Media
November 16, 2012
2. Accreditation
College of Medicine, Mayo Clinic, is accredited by the
Accreditation Council for Continuing Medical Education to provide
continuing medical education for physicians.
College of Medicine, Mayo Clinic, designates this live activity for a
maximum of 1 AMA PRA Category 1 Creditsâ˘. Physicians
should claim only the credit commensurate with the extent of their
participation in the activity.
3. Disclosure Summary
As 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 position
to control the content of this educational activity are required to disclose all relevant financial
relationships with any commercial interest related to the subject matter of the educational
activity. Safeguards against commercial bias have been put in place. Faculty also will disclose
any off label and/or investigational use of pharmaceuticals or instruments discussed in their
presentation. Disclosure of this information will be published in course materials so those
participants in the activity may formulate their own judgments regarding the presentation.
Listed below are individuals with control of the content of this program who have
disclosedâŚ
Relevant financial relationship(s) with industry: None
No relevant financial relationship(s) with industry: None
References to off-label usage(s) of pharmaceuticals or instruments in their presentation:
None
Š2011 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 may
seem like a strobe light is in use
7. Two Heroes
Six Magic Words
Four Reasons Why
Theyâre True for You
12. 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
21. When we donât understand something, we
instinctively look for analogies
⢠âWhat...do you write to it, like mail?â
⢠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 donât invent scary ones
⢠Good analogies can overcome prejudice and
misperception
22. To use analogies to support applying
social media in a medical/scientific context
⢠Learn to think like a scientist
⢠Understand your organizationâs culture/DNA to
explain social media in terms that resonate
⢠Develop deep knowledge of social media tools
and their capabilities
23. "If you canât explain social media
tools to nuclear physicists and
cardiac surgeons in terms that are
relevant to them, you shouldnât
expect their support."
- Lee Aase
Š2011 MFMER | slide-40
24. Analogies for Social Media Tools
Blogs RSS
Podcasts Social Networks
Skype YouTube
Wikis Twitter
Slideshare uStream
25. 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
26. RSS = Really Simple Syndication
⢠An email newsletter that canât spam you
⢠Lets you easily track dozens of blogs or other
Web sites without surfing
⢠Google Reader a free Web option
⢠Also browser options
27. Podcasts
⢠TiVo for audio (and also video)
⢠Donât need an iPod to use
⢠Series of segments to which you can
subscribe via RSS
⢠iTunes free for PC or Mac
28. 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
29. Wikis
⢠Like âtrack changesâ 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
34. 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
39. Other Important Types of Platforms
⢠Slideshare.net: YouTube for PowerPoint
⢠uStream.tv: Your own global TV channel
⢠Pinterest.com - A shared cork board
⢠Mix, Match and Link
40.
41. 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...
42.
43. The Greatness of MacGyver
⢠Heâs from Minnesota
⢠Lack of resources wasnât an insurmountable
barrier to getting the job done
⢠He saw potential in everyday situations*
51. First Foray in âNewâ Media
⢠Existing Medical Edge radio mp3s
⢠Launched Sept. â05; 8,217% download increase
52. Reasons for Reluctance about Blogging
⢠Keeping the content fresh
⢠Wise use of resources
⢠Physician/Researcher
⢠Public Affairs
⢠Authenticity - didnât want to âghost blogâ
56. 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 âhitsâ and 62 comments on
Dr. Fischerâs podcast
72. Joining The Blog Council
⢠Membership organization of blogging
âcompaniesâ
⢠Typically Fortune 500 members
⢠Coca-Cola, P&G, Wells Fargo, etc.
⢠Mayo Clinic, Kaiser Permanente, U.S. Navy
among ânon-traditionalâ members
⢠Now SocialMedia.org
92. Patient Word of Mouth
⢠91% said âgood thingsâ about Mayo Clinic
after visits
⢠Average of 43 heard âgood thingsâ
⢠86% recommended Mayo Clinic
⢠Average of 24 advised to come
⢠Average of 6 actually came
2009 Patient Brand Monitor, n=900
Š2011 MFMER | slide-18
93. Sources Influencing Preference
for Mayo Clinic
Word of mouth 82
News stories 62
Hospital ratings 48
Internet 33
MD recommendation 29
Personal 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
Š2011 MFMER | slide-20
94. #2: Electronic tools merely
facilitate broader, more efficient
transmission by overcoming
inertia and friction
95.
96. #4: Social media are the third
millenniumâs defining
communications trend
108. Key Elements
⢠All policies apply in social media, too
⢠Privacy
⢠Mutual Respect
⢠Computer use
⢠Generally donât âfriendâ patients
⢠Remember the âfront pageâ rule
109. 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
110. #11: Social media strategies
can help make a product,
service or experience better
114. 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%
115. #17: Social media are free in
any ordinary sense of the word
(or at least ridiculously
inexpensive)
116. Total Cost for Mayo Clinic Facebook,
YouTube and Twitter
$0.00
138. 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
154. The 37th Thesis
Applying social media in health care isnât
just inevitable: itâs the right thing to do in
the interest of patients.
155. Mayo Clinic Center for Social Media
⢠Our Raison dâetre: 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.
Š2011 MFMER | 3139261-
157. 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
158. The book on social media in health care...
⢠Essays from 30 Thought
Leaders
⢠The âWhy?â of health
care social media
⢠Available on Amazon and
discount bulk orders
⢠http://mayocl.in/OGvNCx
⢠Net proceeds will fund
patient scholarships
#MCCSMbook
159. Mayo Clinic CEO Dr. John Noseworthy at
Mayo Clinic Social Media Summit - Oct. 2011
160. Mayo Clinic CEO Dr. John Noseworthy at
Mayo Clinic Social Media Summit - Oct. 2011
161. For Further Interaction:
⢠Google Lee Aase or SMUG U
⢠aase.lee@mayo.edu
⢠@LeeAase
⢠http://socialmedia.mayoclinic.org