Slides from my presentation at the Western Surgical Association Annual Conference

1. ©2016 MFMER | 3507910-
Social Media and
the DNA of Health Care
Western Surgical Association • November 6, 2017
Lee Aase, Director, Mayo Clinic Social Media Network • @LeeAase

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Disclosures: Alignment of Interests
I am a full-time salaried employee of Mayo Clinic.
I will say nice things about Mayo Clinic.

3. Agenda
• Mayo Clinic History as Context
• Examples of Positive Social Media Applications
• Mayo Clinic’s Newer Innovations, Priorities
• Social Media and Reputation Management
• A Hands-On Twitter Workshop - #WSA17, #WestSurg17

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Why?

9. “(In 1905) McClure’s Magazine…recounted
the story of that country doctor and his
brother, and of St. Mary’s Hospital, which
handled more surgical cases annually than
any other hospital in the United States,
more than even the great Johns Hopkins.”
(The Doctors Mayo, Helen Clapesattle, p. 289)

10. Mayo Clinic’s
Original Social
Networkers

11. “By the end of the 1920s Dr. Will could
say he had studied surgery in every town
in America and Canada of one hundred
thousand population or more, and had
crossed the Atlantic thirty times.”
(The Doctors Mayo, Helen Clapesattle, p. 405)

12. Countries Dr. Will Mayo Visited

13. Countries Dr. Will Mayo Visited
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

14. The Surgeons Club

15. … and is part of the DNA of
healthcare!
Social Networking is part of
Mayo Clinic’s DNA…

16. Social Media = Digital
Social Networking

17. Once Upon a Time, Three Networks Dominated
the Media Landscape in the United States

18. Every day, these guys would define the news…

19. ... while local affiliates and newspapers sold scarce
audience access at monopoly prices

20. Then one day Ted Turner launched the cable TV
revolution...

21. And one of these guys invented the Internet...

22. The means of news production and distribution
were democratized...

23. Twin revolutions fragmented audiences, causing
major economic upheaval
• Hundreds of cable channels, exponential growth in
Web sites
• Mass media came under economic pressure leading to
• Demise of TV doctor
• Papercuts

24. Until finally, the Big 3 TV share of audience
crashed...
Big Three Others

26. Facebook went public at 20x the value of The Wall
Street Journal…
WSJ (2007) ABC (1995) Facebook (2012)

27. …and has more than quadrupled since 2012
WSJ (2007) ABC (1995) Facebook (2012) Facebook (2017)

28. Market Capitalization Perspective
Facebook Walmart

29. Learning the Laws: Moore’s and Metcalfe’s

30. Eye (or Ear) Openers to Digital Opportunities

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From Syndicated Media…
…to “New” Media (Podcasting)

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Involuntary “Representation” in Social Networks
myspace.com/MayoClinic

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Adopting Free Platforms and Low-Cost Tools
• 2007 - Facebook
• 2008
• YouTube
• Flip Cameras
• Twitter
• Blogs

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Information Sources Behind Preference for Mayo Clinic

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Five Examples of
Beneficial Applications

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Amplifying 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

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39. Cost-Effective
Knowledge
Sharing and
Reputation
Enhancement

41. Increasing Patient Volumes

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Unique Myelofibrosis Cases
MCF MCA

43. Accelerating Knowledge Diffusion among Patients and
Medical Professionals

48. UT Split Repair Procedures

49. Reducing the
Burden of
Disease
Everywhere

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A 3-Part Blog Series For Further Exploration:

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Adopting Evolving Technologies

61. Facebook Live

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Developing Deeper Relationships

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@colleen_young

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67. 67

68. 68More about Connect Moderators and Volunteer Mentors
Mayo Clinic Connect
Mentors

69. Mayo Clinic Champions: Patients and Staff

73. The Surgeons Club
for Social Media in Healthcare

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75. The Mayo Clinic Social Media Network
• The Mayo Clinic Social Media Network (#MCSMN) 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.
• Makes resources developed for Mayo Clinic staff available to
peers, and generates revenue to support mission.

76. FREE Basic
membership:
socialmedia.mayoclinic.org

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FREE Resources via MCSMN Basic Membership
• Essays from 30 thought
leaders
• The “Why?” of social
media in health care
• Free PDF, Kindle versions
• Contact us for bulk hard
copy discounts

78. #MCSMN: A Catalyst for Health Care Social Media
• Guidelines
• Best Practices
• Platforms
• Training
• Consultation

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Mayo Clinic Social Media Guidelines
1. All policies apply in social
2. Speak for yourself
3. Be professional
4. Be transparent
5. Practice mutual respect
6. Get your work done
7. Don’t “friend” patients
8. Don’t “friend” direct reports
9. Don’t endorse for Mayo
10. No Mayo logo or name

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Social for Healthcare Certificate from Mayo Clinic and Hootsuite
3.5 AMA PRA Category 1 CreditsTM Available

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Next Up: Reputation Management

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Twitter Workshop

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Why Twitter?
▪ Manage your online reputation
▪ Stay up-to-date on news in your niche(s)
▪ Establish thought leadership
▪ Connect with colleagues
▪ Generate demand
▪ Enrich your life

87. Twitter – an Introduction
▪ Microblogging site
▪ 140 characters to scintillate/engage
▪ Excludes photos, videos, GIFs, polls, quote Tweets and
user names
▪ 974 million accounts, ~25% MAU
▪ >500 Tweets per day

89. Anatomy of a Tweet

90. Top Tips
▪ Two hashtags/Tweet maximum
▪ Use Correct hashtags (i.e., Symplur)
▪ Use images and video for greater visibility
▪ Include links when appropriate
▪ Avoid bunching Tweets
▪ Be aware of short half-life (i.e., repeat)

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https://www.symplur.com/healthcare-hashtags/

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Hashtag Complications

95. Lists – Get Organized!
▪ Public or private
▪ Organize accounts to
follow (location, function,
topic)
▪ Don’t have to follow
someone to create a list
▪ Can follow lists created
by others

96. Direct Messaging
▪ Private conversation
▪ 1 to 1 or to a group
▪ Everyone in the group
can see even if they
don’t follow

97. Share Links
Tweets containing links get 86% more retweets than
regular tweets.

98. Twitter Chats
▪ Find & Build Communities
▪ Monitor Market Trends
▪ Educate, Support & Inform
▪ #HCSM, #MedED, #HCLDR
▪ Top tip: Use Symplur.com

99. Add Video
Twitter is prioritizing
video higher in the
news feed.

100. Four Ways to Maximize Twitter Benefits
• Tweet links (with commentary) to journal articles
• Follow judiciously (or create lists)
• Make connections at scientific meetings
• Use Buffer, Tweetdeck or Hootsuite for efficiency

101. ©2016 MFMER | 3507910-
Twitter-Enhanced Q&A/Discussion
1.Tweet your questions or comments using
#WestSurg17 and #WSA17 hashtags, or
2.Go old-school and join in verbally