Slides from the presentation I am delivering this morning in Chicago at Digestive Diseases Week (#DDW14)

1. Lee Aase
Mayo Clinic Center for Social Media
May 6, 2014
Patient Engagement through Apps
and Social Media

2. ©2011 MFMER | 3139261-
Disclosures
I am a salaried employee of Mayo Clinic.
I will say nice things about Mayo Clinic.
I have no other conflicts to report.

3. Prologue: A Case Study/Diagnostic Exercise
• 45 yo male deferred for blood donation
• Hemoglobin 11.9 g/dL
• Ferritin 4 mcg/L
• Patient reports healthy appetite but has lost 20
lbs from previous high within the last two years
• What tests or procedures would you pursue?
• What diagnoses might you expect?
• Tweet your answers to #DDW14 (or save it for
the end)

4. Agenda
• A century of social networking at Mayo Clinic
• How changes in the media landscape have
created opportunities (and challenges)
• The continuity of media and networking
• Three Case Studies: Bottom-line benefits of
applying social media
• Social Media and Professionalism
• Future directions and applications

5. Three Claims to Fame for Rochester, MN
• Mayo Clinic
• Patients from every U.S. state and >140
countries every year
• More than 1 of 5 travel >500 miles
• Celebrating Sesquicentennial this year
• IBM’s largest facility (in square feet), and...

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150 Years Ago

8. A precipitating event in 1883...

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10. Mayo Clinic’s First Social Networkers

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

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From their day through most of the 20th
Century, reaching large audiences via
media was simple but expensive...

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...or you could “earn” an audience by
getting past one of these gatekeepers

14. Then along came the Internet:

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Sources of Information Influencing Preference
for Mayo Clinic
Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic;
*differs significantly from Q2-2010
5
5
13
25
26
29
33
48
62
82Word of mouth
News stories
Hospital ratings
Internet
MD recommendation
Personal experience
Advertising
Direct mail
Social media
Insurance plan
2010 study (n=119)

16. Mayo Clinic Medical Edge
Syndicated News Media Resources

17. First Foray in “New” Media
• Existing Medical Edge radio mp3s
• Launched Sept. ’05
• Downloads increased 8,217% Oct. vs. Aug.

18. Beyond the Hypochondriac feed

19. Mayo Clinic Medical Edge Sample
Sound Bite

21. Involuntary Social Network Representation
myspace.com/mayoclinic

23. Facebook: 11/7/07

25. The Revolutionary impact of
consumer-grade video

28. Dramatically increased number of videos
and depth of content

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Opening New Opportunities and Shifting
the Balance in Media and Social Networking
• From simple and expensive to complex and
“free”
• Overcoming barriers of time and space
• Diminishing “big media” oligopoly
• From Almighty Dollar to King Content
• From MacArthur to McGyver

31. Case Study #1:
The Power of Consumer-Grade Video

33. Unique Myelofibrosis Patients
0
100
200
300
400
2008 2009 2010 2011 2012 2013
MCF MCA

34. Lee’s Law of Social Media
Measurement:
As I approaches 0, ROI approaches
∞

35. Case Study #2:
Traditional and Social Media Synergy

50. Social and Traditional Media Synergy
• YouTube video leads to USA Today story
• USA Today story leads to #wristpain Twitter chat
with explanatory videos and trainee list
• Twitter chat leads to patient procedure and blog
post
• Blog post leads to USA Today story

52. Email from Dr. John Noseworthy
August 2009
• Paraphrased version: I know we’re doing a lot in
social media, but have we considered whether
a bigger investment is warranted?
• January 2010 meeting Dr. Noseworthy and
CAO endorsed Center for Social Media concept
• Planning team gathered from across Mayo
• Announced MCCSM in July 2010

53. Mayo Clinic Center for Social Media
• 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.

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A Catalyst for Social Media

55. 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
• Much content available through free Guest
account
• Dues based on organization revenues, and
individual paid memberships also are available

57. Applying Social Media Throughout
Mayo Clinic
• Mayo Clinic Connect community
• Mayo Clinic News Network
• Research
• Recruitment for clinical trials
• Therapeutic applications
• Education
• Continuing education promotion
• Integration within courses

58. Case Study #3:
Patient Education Collaboration Opportunities
• Videos covering FAQs
• Short, procedurally focused videos are ideal
• Huge potential savings (or expansion of video
availability)
• Crossover potential for demand generation

61. Calculating ROI
• Cost of shooting and editing < $200
• Cost of storage: $0
• Cost of distribution: $0
• Value of time saved (NG pts/year x minutes/pt x
$/hr/60 x self-serve %): $?,???
• Increase in patient satisfaction: $?,???
• Other “marketing” benefits: $?

62. The Cost of Non-Participation:
The Pertussis Experience
• With introduction of DTP vaccine, U.S. pertussis
cases declined 90 percent in 15 years, from
120,000 cases in 1950 to 6,800 in 1965.
• For 37 years, cases never exceeded 10,000/yr.

63. 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

65. Key Elements
• All policies apply in social media, too
• Privacy
• Mutual Respect
• Computer use
• Generally don’t “friend” patients
• Remember the “front page” rule

66. Guidelines are Necessary but Not Sufficient

67. Back to our Opening Exercise
• 45 yo male deferred for blood donation
• Hemoglobin 11.9 g/dL; Ferritin 4 mcg/L
• Endoscopy and colonoscopy negative for
bleeding ulcer and colon cancer
• IgA, Tissue Transglutaminase Ab, S >100 U/mL
• Diagnosis: Celiac Disease

68. Two Things Patients Seek Online
• Trustworthy information from knowledgeable
sources
• Support and community

69. Celiac Disease Videos

70. Celiac Disease Videos

73. http://celiacblog.mayoclinic.org/

74. http://ibdblog.mayoclinic.org/

79. For Further Interaction:
• Google Lee Aase or MCCSM
• @LeeAase on Twitter
• For Social Media Health Network information
• http://network.socialmedia.mayoclinic.org/
mccsm/joining-the-network/
• Contact Mayo Clinic Center for Social Media
• By email: socialmediacenter@mayo.edu
• By phone: 507-538-1091