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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 Creditsโข. 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
disclosedโฆ
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
ยฉ2011 MFMER | 3139261-
4. Learning Objectives
โข Participants will be able to describe various
social media platforms and their capabilities in
relation to other means of communication
โข Participants will be able to describe examples
of concrete applications of social media to
support clinical practice, education and
research
โข Participants will be able to discuss ways they
can use social media platforms to be more
effective in their work
5. The Hidden Agenda
โข You will see the transformational power of social
media
โข You will want to join the Social Media Revolution
โข 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
Theyโre True for You
12. About Lee Aase (@LeeAase)
โข B.S. Political Science, Chemistry minor
โข 14 years in politics and government at local,
state, national levels
โข Mayo Clinic since April 2000
โข Media relations consultant
โข Public Affairs Manager (2003-2010)
โข Director, Center for Social Media since July
2010
21. When we donโt understand something, we
instinctively look for analogies
โข โWhat...do you write to it, like mail?โ
โข Humans always try to explain the unknown in
familiar categories
โข Therefore to build support for your social media
applications
โข You need to create comfortable analogies so
your stakeholders donโt invent scary ones
โข Good analogies can overcome prejudice and
misperception
22. To use analogies to support applying
social media in a medical/scientific context
โข Learn to think like a scientist
โข Understand your organizationโs culture/DNA to
explain social media in terms that resonate
โข Develop deep knowledge of social media tools
and their capabilities
23. "If you canโt explain social media
tools to nuclear physicists and
cardiac surgeons in terms that are
relevant to them, you shouldnโt
expect their support."
- Lee Aase
ยฉ2011 MFMER | slide-40
24. Analogies for Social Media Tools
Blogs RSS
Podcasts Social Networks
Skype YouTube
Wikis Twitter
Slideshare uStream
25. Blogs
โข An easy-to-publish Web site that allows
comments
โข Blogs in Plain English - Lee LeFever
โข You read them all the time without even
knowing it
26. RSS = Really Simple Syndication
โข An email newsletter that canโt spam you
โข Lets you easily track dozens of blogs or other
Web sites without surfing
โข Google Reader a free Web option
โข Also browser options
27. Podcasts
โข TiVo for audio (and also video)
โข Donโt need an iPod to use
โข Series of segments to which you can
subscribe via RSS
โข iTunes free for PC or Mac
28. Social Networking Sites
โข With a billion Facebook users, analogies no
longer needed
โข Typically free or freemium, but business
models vary
โข External free sites like Facebook, LinkedIn
โข Internal options such as Yammer, Chatter
โข SaaS options, e.g. Jive
โข Open Source, e.g. BuddyPress with
WordPress
29. Wikis
โข Like โtrack changesโ in Microsoft Word without
inducing strabismus
โข Collaborative editing tools
โข Wikipedia the most famous
โข 4 million articles in English
โข Definitive stories quickly on
โข 35W Bridge Collapse
โข Virginia Tech shooting
34. Twitter
โข A group blog with extremely short stories
โข Text messaging available on phones and
computers
โข A multifunction pager that uses your cell phone
โข A river of serendipitous news
โข A messaging platform in which you can control
the flow
39. Other Important Types of Platforms
โข Slideshare.net: YouTube for PowerPoint
โข uStream.tv: Your own global TV channel
โข Pinterest.com - A shared cork board
โข Mix, Match and Link
40.
41. To paraphrase JFK...
โข Ask not the intended purpose of the tools
โข Ask how you can apply the tools to your
intentions
โข No one better at this than...
42.
43. The Greatness of MacGyver
โข Heโs from Minnesota
โข Lack of resources wasnโt an insurmountable
barrier to getting the job done
โข He saw potential in everyday situations*
51. First Foray in โNewโ Media
โข Existing Medical Edge radio mp3s
โข Launched Sept. โ05; 8,217% download increase
52. Reasons for Reluctance about Blogging
โข Keeping the content fresh
โข Wise use of resources
โข Physician/Researcher
โข Public Affairs
โข Authenticity - didnโt want to โghost blogโ
56. Recovering 99.41% for the 1-2%
โข Required almost no incremental MD effort
โข Process change - microphone on physician
and interviewer
โข 90 minutes of editing per interview
โข More than 60,000 โhitsโ and 62 comments on
Dr. Fischerโs podcast
72. Joining The Blog Council
โข Membership organization of blogging
โcompaniesโ
โข Typically Fortune 500 members
โข Coca-Cola, P&G, Wells Fargo, etc.
โข Mayo Clinic, Kaiser Permanente, U.S. Navy
among โnon-traditionalโ members
โข Now SocialMedia.org
92. Patient Word of Mouth
โข 91% said โgood thingsโ about Mayo Clinic
after visits
โข Average of 43 heard โgood thingsโ
โข 86% recommended Mayo Clinic
โข Average of 24 advised to come
โข Average of 6 actually came
2009 Patient Brand Monitor, n=900
ยฉ2011 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
ยฉ2011 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
millenniumโs defining
communications trend
108. Key Elements
โข All policies apply in social media, too
โข Privacy
โข Mutual Respect
โข Computer use
โข Generally donโt โfriendโ patients
โข Remember the โfront pageโ rule
109. A Balanced Approach to Professionalism
โข Avoiding faux pas is important but cannot be
the only standard for judging professionalism
in social media
โข Professionalism is more than the absence of
unprofessional conduct
โข 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
โข Time allotted for recruitment calls: 30 min
โข Time to create video: 60 min
โข Time saved per call: 10 min
โข Calls made April-Nov 2011: 90
โข Total time saved: 900 minutes (and rising)
โข 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 isnโt
just inevitable: itโs the right thing to do in
the interest of patients.
155. Mayo Clinic Center for Social Media
โข Our Raison dโetre: 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.
โข Our Mission: Lead the social media revolution in
health care, contributing to health and well being
for people everywhere.
ยฉ2011 MFMER | 3139261-
157. Social Media Health Network
โข Membership group associated with Mayo Clinic
Center for Social Media
โข For organizations wanting to use social media to
promote health, fight disease and improve
health care
โข Dues based on organization revenues
โข Industry members eligible to join, but not
accepting industry grant funding
โข >140 member organizations
158. The book on social media in health care...
โข Essays from 30 Thought
Leaders
โข The โWhy?โ of health
care social media
โข Available on Amazon and
discount bulk orders
โข http://mayocl.in/OGvNCx
โข 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:
โข Google Lee Aase or SMUG U
โข aase.lee@mayo.edu
โข @LeeAase
โข http://socialmedia.mayoclinic.org