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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.
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
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 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
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
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
• He’s from Minnesota
• Lack of resources wasn’t an insurmountable
barrier to getting the job done
• He saw potential in everyday situations*
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”
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
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
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
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
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