Lee Aase from the Mayo Clinic Center for Social Media discusses how social media can improve the patient experience. Social networking has been fundamental to the origins and development of Mayo Clinic by allowing doctors to share knowledge and patients to learn about specialized care. Mayo Clinic now uses social media tools like Facebook, YouTube, and Twitter to share stories about patient experiences, diffuse medical knowledge, and gain support from leadership. The Social Media Health Network, associated with the Mayo Clinic Center for Social Media, provides resources and communities for medical professionals and patients to engage with social media to promote health.

1. Using Social Media to Improve
the Patient Experience
Lee Aase (@LeeAase)
Center for Social Media, Mayo Clinic
KaSCO Fall Membership Conference • October 29, 2015

2. Disclosures
• I do not intend to discuss an off-label use of a product
during this activity
• I have not had any relevant financial relations during
the past 12 months to disclose
• I am a full-time salaried employee of Mayo Clinic and
will say nice things about my employer

3. Agenda
• Describe the role of social networking in the
development of Mayo Clinic
• Demonstrate continuity of online social media tools
with more established means of communication
• Illustrate practice development and patient experience
benefits of applying social and digital tools
• Build confidence in your ability to safely and
effectively deploy social tools in your practice

5. One More Reason You Can Do This…

7. Social Networking in the Origins
and Development of Mayo Clinic

13. Inventing the Group Practice of Medicine
and the Unified Medical Record

14. Mayo Clinic Today
• Over 1.3 million patients come to Mayo Clinic from
every U.S. state and about 150 countries every year
• More than 20 percent travel more than 500 miles
• 4,200 Physicians/Scientists among 60,000 employees
• $900 million Research & Education budget
• Over 127,000 participants in Mayo Continuous
Professional Development courses
• Campuses in Rochester, Minn., Jacksonville, Fla. and
Phoenix-Scottsdale, Ariz.

16. U.S. News Best Hospitals Metro Populations

17. Answering a Burning Question…

18. Mayo Clinic’s First Social Networkers

19. Austria Denmark Ireland Scotland
Australia England Italy Sweden
Argentina Fiji Mexico Switzerland
Belgium Finland New Zealand Uruguay
Canada France Norway
Chile Germany Peru
Cuba Holland Russia
Countries Dr. Will Mayo Visited

20. Information Sources Influencing
Preference for Mayo Clinic (2010)

21. Social Networking is
part of the Mayo Clinic
DNA and is fundamental
to health care

22. From Syndicated Media…

23. … to “New” Media (Podcasting)

24. Involuntary MySpace “Representation”

25. Involuntary MySpace “Representation”

26. Accelerated Adoption of Free
Platforms and Low-Cost Tools
• 2007 - Facebook
• 2008
• YouTube
• Flip Cameras
• Twitter
• Blogs
• 2009
• Sharing Mayo Clinic
• Yammer

27. Telling the Patient Experience Story

29. Improving the Patient Experience

30. Sharing In-Depth Knowledge

32. Unique Myelofibrosis Cases
MCF MCA

33. Speeding Knowledge Diffusion

44. UT Split Repair Procedures

45. Gaining CEO Support

46. Mayo Clinic Center for Social Media
• The Mayo Clinic Center for Social Media (#MCCSM)
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.
• Make resources developed for Mayo Clinic staff available
to peers via Social Media Health Network.

47. A Catalyst for Social Media

48. • Membership group associated with #MCCSM
• For those who want to use social media to promote
health, fight disease and improve health care
• Basic membership is free, with Premium options for
individuals and organizations
Social Media Health Network (SMHN)

49. Social Media Health Network

50. Membership Options

51. THE Book on Social Media in
Healthcare
• Essays from 30 thought leaders
• The “Why?” of social media in
health care
• Available on Amazon and
discount bulk orders on
CreateSpace (with offer code
Z4L7DBSN)
• Free PDF, Kindle versions for
Basic Members

52. • Monthly Webinars (and archives)
• Member Discussion forums
• Online Learning Modules
• Resources and Templates
• Discounts on In-Person Events
SMHN Premium Member Benefits

53. Patient-to-Patient Communities

54. Interactive Webinars

55. Interactive Webinars

56. #StrongArmSelfie Campaign

57. #StrongArmSelfie Campaign

58. #StrongArmSelfie Campaign

59. #StrongArmSelfie Campaign

60. Private Patient Education Sites

61. Periscope Q&A

62. • One-day crash course
• Intro to tools and hands-on
experience
• Strategic framework for
application
Social Media Residency

63. • More than the absence of faux pas
• Moral responsibility for constructive engagement
• Understanding tools
• Thinking strategically about application
• Policies/Guidelines, Training necessary
Social Media and Professionalism

66. Five Tweetable Truths
• Social Media make word-of-mouth spread farther and faster
by eliminating inertia and friction
• You’re being represented on social media whether you like it
or not; your only choice is whether to join the conversation
• Creating a great patient experience is the best way to have
positive social media buzz
• Your employees create the patient experience every day;
social tools extend their reach beyond face-to-face
• Social media isn’t a marketing campaign; it’s a way of life

67. For Further Interaction:
• Google Lee Aase or #MCCSM
• @LeeAase on Twitter
• socialmedia.mayoclinic.org
• socialmediacenter@mayo.edu