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Bringing the Social Media Revolution
to Health Care
Lee Aase
Mayo Clinic Center for Social Media
November 16, 2012
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 Credits™. Physicians
should claim only the credit commensurate with the extent of their
participation in the activity.
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
disclosed…

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




                                                                                                 ©2011 MFMER | 3139261-
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
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
Health Warning:
  With 161 slides in 55 minutes
(one every 20.5 seconds) it may
seem like a strobe light is in use
Two Heroes

 Six Magic Words
Four Reasons Why
They’re True for You
Bringing the Social Media Revolution to Health Care
“I’ll bet I
could do
  that!”
Bringing the Social Media Revolution to Health Care
Bringing the Social Media Revolution to Health Care
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
Bringing the Social Media Revolution to Health Care
Bringing the Social Media Revolution to Health Care
Bringing the Social Media Revolution to Health Care
Bringing the Social Media Revolution to Health Care
2010 Brand Preference Summary
Health 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         Add'l Mention


                2010 US Consumer Brand Monitor, decision-makers 25+, n=5,279

                                                                      ©2011 MFMER | slide-17
The Essential Role of Analogies




                                  ©2011 MFMER | slide-40
"If you can’t explain it to a six-year-
old, you don’t understand it yourself."
Spot the analogy...




http://leeaase.me/WhatIsTheInternetAnyway
When we don’t understand something, we
instinctively look for analogies

• “What...do 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
To use analogies to support applying
social 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
"If you can’t explain social media
   tools to nuclear physicists and
cardiac surgeons in terms that are
  relevant to them, you shouldn’t
        expect their support."
             - Lee Aase



                                  ©2011 MFMER | slide-40
Analogies for Social Media Tools

         Blogs               RSS


        Podcasts        Social Networks


         Skype             YouTube


         Wikis              Twitter


       Slideshare          uStream
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
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
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
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
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
Bringing the Social Media Revolution to Health Care
Bringing the Social Media Revolution to Health Care
A museum display...
YouTube

• World’s second largest search engine
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
A Story from Twitter
Bringing the Social Media Revolution to Health Care
Ensuing Conversation
Bringing the Social Media Revolution to Health Care
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
Bringing the Social Media Revolution to Health Care
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...
Bringing the Social Media Revolution to Health Care
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*
A Brief History of Social Media
at Mayo Clinic
A burning question...
It all started with a tornado...
©2011 MFMER | 3139261-
Mayo Clinic’s First Social Networkers
Dr. Henry Plummer: Inventor of the PMR
Mayo Clinic Medical Edge
Syndicated News Media Resources
First Foray in “New” Media




• Existing Medical Edge radio mp3s
• Launched Sept. ‘05; 8,217% download increase
Reasons for Reluctance about Blogging
• Keeping the content fresh
• Wise use of resources
  • Physician/Researcher
  • Public Affairs
• Authenticity - didn’t want to “ghost blog”
My First Blog Post - 7/30/06
Lines from Lee
Beyond the Hypochondriac Feed
Mayo Clinic Medical Edge TV
Sample Sound Bite
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
Bringing the Social Media Revolution to Health Care
Involuntary Social Networking Presence:
http://myspace.com/mayoclinic
Bringing the Social Media Revolution to Health Care
Facebook: 11/7/07
A Pivotal Presentation
Bringing the Social Media Revolution to Health Care
Bringing the Social Media Revolution to Health Care
Bringing the Social Media Revolution to Health Care
Bringing the Social Media Revolution to Health Care
Bringing the Social Media Revolution to Health Care
Bringing the Social Media Revolution to Health Care
Bringing the Social Media Revolution to Health Care
Bringing the Social Media Revolution to Health Care
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
YouTube: Feb. ’08
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 SocialMedia.org
Transforming YouTube Channel
@MayoClinic on Twitter: 4/29/08
The $4-a-month online newsroom
Bringing the Social Media Revolution to Health Care
Bringing the Social Media Revolution to Health Care
Bringing the Social Media Revolution to Health Care
Let’s Talk “site” - May 2008
Sharing Mayo Clinic - Jan. 2009
http://connect.mayoclinic.org/
http://network.socialmedia.mayoclinic.org/
Yammer - Feb. 2012
PMRBlog.MayoClinic.org
Twitter: @MayoClinicPMR
A Broader Historical Perspective...
Bringing the Social Media Revolution to Health Care
Bringing the Social Media Revolution to Health Care
Bringing the Social Media Revolution to Health Care
Bringing the Social Media Revolution to Health Care
Thesis #1: Air was the original
social medium
Bringing the Social Media Revolution to Health Care
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
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
                                                                                     ©2011 MFMER | slide-20
#2: Electronic tools merely
facilitate broader, more efficient
transmission by overcoming
inertia and friction
Bringing the Social Media Revolution to Health Care
#4: Social media are the third
millennium’s defining
communications trend
Bringing the Social Media Revolution to Health Care
Gutenberg: Global Mass Literacy
Zuckerberg: Global Mass Publishing
Bringing the Social Media Revolution to Health Care
#7: Hand-wringing about merits
and dangers of social media is
as productive as debating
gravity
What else do patients
know about you?
Bringing the Social Media Revolution to Health Care
For those who think blocking is a viable long-
term option...
Bringing the Social Media Revolution to Health Care
As Uncle Ben would say...
Not that Uncle Ben. This Uncle Ben
Bringing the Social Media Revolution to Health Care
Key Elements
• All policies apply in social media, too
  • Privacy
  • Mutual Respect
  • Computer use
• Generally don’t “friend” patients
• Remember the “front page” rule
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
#11: Social media strategies
can help make a product,
service or experience better
Dr. Sreenivas Koka
#13: Social media tools offer
unprecedented opportunity for
transformational change and
productivity
Too soon old...too late smart
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%
#17: Social media are free in
any ordinary sense of the word
(or at least ridiculously
inexpensive)
Total Cost for Mayo Clinic Facebook,
YouTube and Twitter




    $0.00
In the European
Union, based on
current exchange
rates:


€0,00
#18: As I approaches zero,
ROI approaches infinity
Bringing the Social Media Revolution to Health Care
Bringing the Social Media Revolution to Health Care
Unique Myelofibrosis Patients
                MCF           MCA

   400

   300

   200

   100

     0
         2008   2009   2010         2011
Bringing the Social Media Revolution to Health Care
#21: Technology makes things
possible. People make things
happen
Spontaneous Coronary Artery Dissection
Bringing the Social Media Revolution to Health Care
As seen in the Wall Street Journal...
SCAD?




Findings being published in
 MAYO CLINIC
PROCEEDINGS
September 2011 issue




                                      ©2011 MFMER | 3139261-
#33: Social media will reduce
diffusion time for research and
innovations
Discovery by Richard Berger, M.D., Ph.D.
Ulnotriquetral (UT) Ligament Split Tear
Jayson Werth’s Experience
Bringing the Social Media Revolution to Health Care
Bringing the Social Media Revolution to Health Care
Bringing the Social Media Revolution to Health Care
Bringing the Social Media Revolution to Health Care
Nov 12, 2009
USA Today




               3031031-7
Bringing the Social Media Revolution to Health Care
Last Friday




              3031031-9
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
Bringing the Social Media Revolution to Health Care
Bringing the Social Media Revolution to Health Care
Bringing the Social Media Revolution to Health Care
Bringing the Social Media Revolution to Health Care
Bringing the Social Media Revolution to Health Care
Bringing the Social Media Revolution to Health Care
#35: Social technologies will
transform healthcare



                                ©2011 MFMER | 3139261-
Bringing the Social Media Revolution to Health Care
Bringing the Social Media Revolution to Health Care
Bringing the Social Media Revolution to Health Care
Bringing the Social Media Revolution to Health Care
Bringing the Social Media Revolution to Health Care
Bringing the Social Media Revolution to Health Care
Bringing the Social Media Revolution to Health Care
Bringing the Social Media Revolution to Health Care
The 37th Thesis


Applying social media in health care isn’t
just inevitable: it’s the right thing to do in
the interest of patients.
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-
A Catalyst for Social Media




                              ©2011 MFMER | slide-40
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
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
                   • http://mayocl.in/OGvNCx
                   • Net proceeds will fund
                     patient scholarships
  #MCCSMbook
Mayo Clinic CEO Dr. John Noseworthy at
Mayo Clinic Social Media Summit - Oct. 2011
Mayo Clinic CEO Dr. John Noseworthy at
Mayo Clinic Social Media Summit - Oct. 2011
For Further Interaction:
•   Google Lee Aase or SMUG U
•   aase.lee@mayo.edu
•   @LeeAase
•   http://socialmedia.mayoclinic.org

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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 Credits™. 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 disclosed… 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 ©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 may seem like a strobe light is in use
  • 7. Two Heroes Six Magic Words Four Reasons Why They’re True for You
  • 9. “I’ll bet I could do that!”
  • 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
  • 17. 2010 Brand Preference Summary Health 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 Add'l Mention 2010 US Consumer Brand Monitor, decision-makers 25+, n=5,279 ©2011 MFMER | slide-17
  • 18. The Essential Role of Analogies ©2011 MFMER | slide-40
  • 19. "If you can’t explain it to a six-year- old, you don’t understand it yourself."
  • 21. When we don’t understand something, we instinctively look for analogies • “What...do 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
  • 22. To use analogies to support applying social 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
  • 23. "If you can’t explain social media tools to nuclear physicists and cardiac surgeons in terms that are relevant to them, you shouldn’t expect their support." - Lee Aase ©2011 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 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
  • 27. 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
  • 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 “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
  • 33. YouTube • World’s second largest search engine
  • 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
  • 35. A Story from Twitter
  • 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
  • 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...
  • 43. 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*
  • 44. A Brief History of Social Media at Mayo Clinic
  • 46. It all started with a tornado...
  • 47. ©2011 MFMER | 3139261-
  • 48. Mayo Clinic’s First Social Networkers
  • 49. Dr. Henry Plummer: Inventor of the PMR
  • 50. Mayo Clinic Medical Edge Syndicated News Media Resources
  • 51. First Foray in “New” Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; 8,217% download increase
  • 52. Reasons for Reluctance about Blogging • Keeping the content fresh • Wise use of resources • Physician/Researcher • Public Affairs • Authenticity - didn’t want to “ghost blog”
  • 53. My First Blog Post - 7/30/06 Lines from Lee
  • 55. Mayo Clinic Medical Edge TV Sample Sound Bite
  • 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 “hits” and 62 comments on Dr. Fischer’s podcast
  • 58. Involuntary Social Networking Presence: http://myspace.com/mayoclinic
  • 70. 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
  • 72. 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 SocialMedia.org
  • 80. Sharing Mayo Clinic - Jan. 2009
  • 85. A Broader Historical Perspective...
  • 90. Thesis #1: Air was the original social medium
  • 92. 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
  • 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 ©2011 MFMER | slide-20
  • 94. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  • 96. #4: Social media are the third millennium’s defining communications trend
  • 98. Gutenberg: Global Mass Literacy Zuckerberg: Global Mass Publishing
  • 100. #7: Hand-wringing about merits and dangers of social media is as productive as debating gravity
  • 101. What else do patients know about you?
  • 103. For those who think blocking is a viable long- term option...
  • 105. As Uncle Ben would say...
  • 106. Not that Uncle Ben. This Uncle Ben
  • 108. Key Elements • All policies apply in social media, too • Privacy • Mutual Respect • Computer use • Generally don’t “friend” patients • Remember the “front page” 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
  • 112. #13: Social media tools offer unprecedented opportunity for transformational change and productivity
  • 113. Too soon old...too late smart
  • 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
  • 117. In the European Union, based on current exchange rates: €0,00
  • 118. #18: As I approaches zero, ROI approaches infinity
  • 121. Unique Myelofibrosis Patients MCF MCA 400 300 200 100 0 2008 2009 2010 2011
  • 123. #21: Technology makes things possible. People make things happen
  • 126. As seen in the Wall Street Journal...
  • 127. SCAD? Findings being published in MAYO CLINIC PROCEEDINGS September 2011 issue ©2011 MFMER | 3139261-
  • 128. #33: Social media will reduce diffusion time for research and innovations
  • 129. Discovery by Richard Berger, M.D., Ph.D. Ulnotriquetral (UT) Ligament Split Tear
  • 135. Nov 12, 2009 USA Today 3031031-7
  • 137. Last Friday 3031031-9
  • 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
  • 145. #35: Social technologies will transform healthcare ©2011 MFMER | 3139261-
  • 154. The 37th Thesis Applying social media in health care isn’t just inevitable: it’s the right thing to do in the interest of patients.
  • 155. 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-
  • 156. A Catalyst for Social Media ©2011 MFMER | slide-40
  • 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 “Why?” 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