Bringing the Social Media Revolution to Thoracic Surgery

Bringing the Social Media Revolution
to Thoracic Surgery
Lee Aase
Mayo Clinic Center for Social Media
#AATS13 - aats.org

Wednesday, April 10, 2013

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.


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”


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”


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!


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-


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


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


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 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
• You will experiment with social media at the
AATS annual meeting in Minneapolis


"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
• 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 DNA


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 and quickly track dozens of
Web sites and search queries without surfing
• Feedly.com replaces Google Reader
• Browser options and smart phone or desktop
apps


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 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
• 4.1 million articles in English
• Definitive stories quickly on
• 35W Bridge Collapse
• Sandy Hook shooting


YouTube

• World’s second largest search engine


Slideshare.net: YouTube for PowerPoint


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 flow


A Story from Twitter


Ensuing Conversation


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...


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


Mayo Clinic’s First Social Networkers


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


Facebook: 11/7/07


A Pivotal Presentation


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


The Revolutionary Power of Consumer-
Grade Video


Transforming YouTube Channel


@MayoClinic on Twitter: 4/29/08


The $4-a-month online newsroom


Let’s Talk “site” - May 2008


Yammer - Feb. 2012


A Broader Historical Perspective...


Thesis #1: Air was the original
social medium


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


#2: Electronic tools merely
facilitate broader, more efficient
transmission by overcoming
inertia and friction


#7: Hand-wringing about merits
and dangers of social media is
as productive as debating
gravity


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


Taking a page from Dr. Koka


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%


How could YouTube videos save time and
improve communication in your practice?


#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


Unique Myelofibrosis Patients
MCF MCA

400

300

200

100

0
2008 2009 2010 2011


#21: Technology makes things
possible. People make things
happen


Spontaneous Coronary Artery Dissection


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.


A Catalyst for Social Media



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


Check out the Free Resources



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 Network


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
Center


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.org


Bringing the Social Media Revolution to Thoracic Surgery

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Bringing the Social Media Revolution to Thoracic Surgery