Bringing the Social Media Revolution to Thoracic Surgery

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Slides from the April 10, 2013 webinar produced for the American Association for Thoracic Surgery

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Bringing the Social Media Revolution to Thoracic Surgery

  1. 1. Bringing the Social Media Revolution to Thoracic Surgery Lee Aase Mayo Clinic Center for Social Media #AATS13 - aats.orgWednesday, April 10, 2013
  2. 2. Dynamic Scientific Program • Full-day Surgical Skills and Decision • Honorary and Basic Science Lectures Making Courses • Plenary Scientific Sessions • Allied Health Personnel Symposium • Simultaneous Scientific Sessions including: • Developing the Academic Surgeon § Adult Cardiac Surgery § Congenital Heart Disease • Working with Industry § General Thoracic Surgery § Perioperative Care • AATS/STS Postgraduate Symposia including: § Aortic/Endovascular Surgery §Adult Cardiac Surgery §Congenital Heart Disease • Emerging Technologies and Techniques Forum §General Thoracic Surgery §Cardiothoracic Critical Care • Debates on Controversies in Cardiothoracic Surgery • 16th Annual C. Walton Lillehei Resident Forum •AATS Learning Center featuring cutting edge Case Videos, updates on trials and the best of the Mitral Conclave and Aortic Symposium.Wednesday, April 10, 2013
  3. 3. Stimulating Guest Lectures Basic Science Lecture Honored Guest Lecture William D. Edwards, MD The Honorable Mayo Clinic Richard B. Cheney Former Vice President of the United Monday, May 6, 2013 States of America “Update on Surgical-Pathologic Tuesday, May 7, 2013 Correlates of Valvular Heart Disease”Wednesday, April 10, 2013
  4. 4. Guest Speakers Sunday Luncheon Symposium Speaker Social Media Speaker Albert Starr, MD Lee Aase Oregon Health and Science University Mayo Clinic Center for Social Media Sunday, May 5, 2013 Saturday & Sunday, May 4-5, 2013 “The Price of Innovation” “Social Media and Medicine”Wednesday, April 10, 2013
  5. 5. Don’t Miss… Welcome Reception Sunday, May 5th | 5:00 p.m. – 7:00 p.m. The unveiling of the AATS 2013 Exhibit Hall with refreshments and entertainment. Attendee Reception at Target Field Tuesday, May 7th | 7:00 p.m. – 10:00 p.m. Tour the newly built ballpark, sample local beers with a certified cicerone and dine on ballpark favorites with a modern twist. Featuring Mayo Clinic’s TakeTwo meets the Baby Blue Sound Collective and Friends. Dance the night away with live music, great food and libations!Wednesday, April 10, 2013
  6. 6. 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-Wednesday, April 10, 2013
  7. 7. 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 organizationsWednesday, April 10, 2013
  8. 8. 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 2010Wednesday, April 10, 2013
  9. 9. Webinar 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 workWednesday, April 10, 2013
  10. 10. 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 • You will experiment with social media at the AATS annual meeting in MinneapolisWednesday, April 10, 2013
  11. 11. "If you can’t explain it to a six-year- old, you don’t understand it yourself."Wednesday, April 10, 2013
  12. 12. Spot the analogy... http://leeaase.me/WhatIsTheInternetAnywayWednesday, April 10, 2013
  13. 13. 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 • If you don’t create comfortable analogies your stakeholders will invent scary ones • Good analogies • can overcome prejudice and misperception • resonate with professional/organizational culture and DNAWednesday, April 10, 2013
  14. 14. Analogies for Social Media Tools Blogs RSS Podcasts Social Networks Skype YouTube Wikis Twitter Slideshare uStreamWednesday, April 10, 2013
  15. 15. 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 itWednesday, April 10, 2013
  16. 16. RSS = Really Simple Syndication • An email newsletter that can’t spam you • Lets you easily and quickly track dozens of Web sites and search queries without surfing • Feedly.com replaces Google Reader • Browser options and smart phone or desktop appsWednesday, April 10, 2013
  17. 17. Podcasts • TiVo for audio (and also video) • Audio podcasts - opportunity for multitasking content consumption • Don’t need an iPod to use • Series of segments to which you can subscribe via RSS • iTunes free for PC or MacWednesday, April 10, 2013
  18. 18. 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 WordPressWednesday, April 10, 2013
  19. 19. Wikis • Like “track changes” in Microsoft Word without inducing strabismus • Collaborative editing tools • Wikipedia the most famous • 4.1 million articles in English • Definitive stories quickly on • 35W Bridge Collapse • Sandy Hook shootingWednesday, April 10, 2013
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  21. 21. YouTube • World’s second largest search engineWednesday, April 10, 2013
  22. 22. Slideshare.net: YouTube for PowerPointWednesday, April 10, 2013
  23. 23. Twitter • A group blog with extremely short stories • A multifunction pager that uses your cell phone • Text messaging available on phones and computers • A river of serendipitous news • A messaging platform in which you can control the flowWednesday, April 10, 2013
  24. 24. A Story from TwitterWednesday, April 10, 2013
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  26. 26. Ensuing ConversationWednesday, April 10, 2013
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  28. 28. 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...Wednesday, April 10, 2013
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  30. 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*Wednesday, April 10, 2013
  31. 31. A Brief History of Social Media at Mayo ClinicWednesday, April 10, 2013
  32. 32. Mayo Clinic’s First Social NetworkersWednesday, April 10, 2013
  33. 33. Mayo Clinic Medical Edge Syndicated News Media ResourcesWednesday, April 10, 2013
  34. 34. First Foray in “New” Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; 8,217% download increaseWednesday, April 10, 2013
  35. 35. Reasons for Reluctance about Blogging • Keeping the content fresh • Wise use of resources • Physician/Researcher • Public Affairs • Authenticity - didn’t want to “ghost blog”Wednesday, April 10, 2013
  36. 36. My First Blog Post - 7/30/06 Lines from LeeWednesday, April 10, 2013
  37. 37. Beyond the Hypochondriac FeedWednesday, April 10, 2013
  38. 38. Mayo Clinic Medical Edge TV Sample Sound BiteWednesday, April 10, 2013
  39. 39. 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 podcastWednesday, April 10, 2013
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  41. 41. Facebook: 11/7/07Wednesday, April 10, 2013
  42. 42. A Pivotal PresentationWednesday, April 10, 2013
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  45. 45. YouTube: Feb. ’08Wednesday, April 10, 2013
  46. 46. 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.orgWednesday, April 10, 2013
  47. 47. The Revolutionary Power of Consumer- Grade VideoWednesday, April 10, 2013
  48. 48. Transforming YouTube ChannelWednesday, April 10, 2013
  49. 49. @MayoClinic on Twitter: 4/29/08Wednesday, April 10, 2013
  50. 50. The $4-a-month online newsroomWednesday, April 10, 2013
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  54. 54. Let’s Talk “site” - May 2008Wednesday, April 10, 2013
  55. 55. Yammer - Feb. 2012Wednesday, April 10, 2013
  56. 56. A Broader Historical Perspective...Wednesday, April 10, 2013
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  61. 61. Thesis #1: Air was the original social mediumWednesday, April 10, 2013
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  63. 63. 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-18Wednesday, April 10, 2013
  64. 64. 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-20Wednesday, April 10, 2013
  65. 65. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and frictionWednesday, April 10, 2013
  66. 66. Wednesday, April 10, 2013
  67. 67. #7: Hand-wringing about merits and dangers of social media is as productive as debating gravityWednesday, April 10, 2013
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  69. 69. Key Elements • All policies apply in social media, too • Privacy • Mutual Respect • Computer use • Generally don’t “friend” patients • Remember the “front page” ruleWednesday, April 10, 2013
  70. 70. 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 serveWednesday, April 10, 2013
  71. 71. #11: Social media strategies can help make a product, service or experience betterWednesday, April 10, 2013
  72. 72. Dr. Sreenivas KokaWednesday, April 10, 2013
  73. 73. Wednesday, April 10, 2013
  74. 74. #13: Social media tools offer unprecedented opportunity for transformational change and productivityWednesday, April 10, 2013
  75. 75. Taking a page from Dr. KokaWednesday, April 10, 2013
  76. 76. 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%Wednesday, April 10, 2013
  77. 77. How could YouTube videos save time and improve communication in your practice?Wednesday, April 10, 2013
  78. 78. #17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)Wednesday, April 10, 2013
  79. 79. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00Wednesday, April 10, 2013
  80. 80. In the European Union, based on current exchange rates: €0,00Wednesday, April 10, 2013
  81. 81. #18: As I approaches zero, ROI approaches infinityWednesday, April 10, 2013
  82. 82. Wednesday, April 10, 2013
  83. 83. Wednesday, April 10, 2013
  84. 84. Unique Myelofibrosis Patients MCF MCA 400 300 200 100 0 2008 2009 2010 2011Wednesday, April 10, 2013
  85. 85. #21: Technology makes things possible. People make things happenWednesday, April 10, 2013
  86. 86. Spontaneous Coronary Artery DissectionWednesday, April 10, 2013
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  88. 88. SCAD? Findings being published in MAYO CLINIC PROCEEDINGS September 2011 issue ©2011 MFMER | 3139261-Wednesday, April 10, 2013
  89. 89. 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.Wednesday, April 10, 2013
  90. 90. A Catalyst for Social Media ©2011 MFMER | slide-40Wednesday, April 10, 2013
  91. 91. 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 #MCCSMbookWednesday, April 10, 2013
  92. 92. Check out the Free Resources ©2011 MFMER | slide-40Wednesday, April 10, 2013
  93. 93. Key Lessons from Our Experience • Experiment freely* and safely • Lines from Lee • Podcasts • Work like MacGyver • YouTube and Flip/consumer grade cameras • News blog • Make Connections (and have some fun) • SMUG • SocialMedia.org • Social Media Health NetworkWednesday, April 10, 2013
  94. 94. Getting Started: • Free Social Media Health Network resources: • Creating Your Guest Account • GSM 105: Overview of Social Media Tools • GSM 110: Mayo Clinic’s Social Media History • Create your Twitter account at Twitter.com • If attending AATS, start using #AATS13 in tweets related to the meeting • AATS meeting = Your Social Media Simulation CenterWednesday, April 10, 2013
  95. 95. For Further Interaction: • Google Lee Aase or SMUG U • @LeeAase on Twitter • socialmediacenter@mayo.edu • http://network.socialmedia.mayoclinic.org • See more about the AATS annual meeting at aats.orgWednesday, April 10, 2013

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