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Using Social Media Wisely in a Health
Care Setting
Lee Aase
Mayo Clinic Center for Social Media
July 25, 2012
Tools Unfamiliar, Not Unfathomable




http://leeaase.me/WhatIsTheInternetAnyway
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.
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
• >120 member organizations
A Sample of Network Members
•   American Hospital Association
•   Radboud University Nijmegen Medical Center
•   Jamestown Hospital
•   National Cancer Institute
•   Vanderbilt University Medical Center
•   Encephalitis Global
•   See Full List at http://socialmedia.mayoclinic.org/
    network/
About Lee Aase (@LeeAase)
• B.S. Political Science
• 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
My First Blog Post - 7/30/06
Lines from Lee
#4: Social media are the third
millennium’s defining
communications trend
Gutenberg: Global Mass Literacy
Zuckerberg: Global Mass Publishing
#7: Hand-wringing about merits
and dangers of social media is
as productive as debating
gravity
As Uncle Ben would say...
Not that Uncle Ben. This Uncle Ben
Key Elements
• All policies apply in social media, too
  • Privacy
  • Mutual Respect
  • Computer use
• Generally don’t “friend” patients
• Remember the “front page” rule
Medical Professionalism: Fundamentals

• Professionalism reflects the compact between health
  care professionals and patients, their family
  members and society at large
• It is an overarching concept that governs all aspects
  of our lives, including that which occurs online
• Online behavior should seamlessly merge with
  professional behavior offline
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
HIPAA applies to Pros, not patients
• People are free to disclose their own PHI
• They’ve been doing this on the Web for well
  over a decade
• Professionals should help people understand
  possible ramifications of disclosure, but
• Privacy, WHILE EXTREMELY IMPORTANT, is
  not the ultimate value for many
• Get standard media release waivers when
  you publish PHI
Professionalism and Social Media

• Before you take the leap
  • Develop/Review your organizational social media
    policy guide
  • Define your opportunity and operational goals
  • Remember you represent your organization as
    well as yourself
  • Know and review your privacy settings
#21: Technology makes things
possible. People make things
happen
Spontaneous Coronary Artery Dissection
As seen in the Wall Street Journal...
#22: Social Media are an
essential part of a balanced
communications diet
Transplant Implications, Applications
• Transplant patients exceptionally motivated to
    tell their stories
•   Facebook opportunity is huge
•   Use all levels of the SMUG Pyramid
•   Share best practices and learn from others
•   See Transplant-related posts on SMUG
Upcoming Opportunities
• Social Media Residency
  • Sept. 25-26 in Scottsdale, Ariz.
  • Oct. 15-16 in Rochester, Minn.
  • Nov. 29-30 in Jacksonville, Fla.
• Social Media Week at Mayo Clinic Oct. 15-19
  • Abstract Contest for Scholarships
  • Network membership includes credits for
    discounted or free registration
For Further Interaction:
•   Google Lee Aase or SMUG U
•   @LeeAase on Twitter
•   aase.lee@mayo.edu
•   http://socialmedia.mayoclinic.org

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Workplace Partnership for Life Presentation

  • 1. Using Social Media Wisely in a Health Care Setting Lee Aase Mayo Clinic Center for Social Media July 25, 2012
  • 2. Tools Unfamiliar, Not Unfathomable http://leeaase.me/WhatIsTheInternetAnyway
  • 3. 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.
  • 4. 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 • >120 member organizations
  • 5. A Sample of Network Members • American Hospital Association • Radboud University Nijmegen Medical Center • Jamestown Hospital • National Cancer Institute • Vanderbilt University Medical Center • Encephalitis Global • See Full List at http://socialmedia.mayoclinic.org/ network/
  • 6. About Lee Aase (@LeeAase) • B.S. Political Science • 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
  • 7. My First Blog Post - 7/30/06 Lines from Lee
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  • 12. #4: Social media are the third millennium’s defining communications trend
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  • 14. Gutenberg: Global Mass Literacy Zuckerberg: Global Mass Publishing
  • 15. #7: Hand-wringing about merits and dangers of social media is as productive as debating gravity
  • 16. As Uncle Ben would say...
  • 17. Not that Uncle Ben. This Uncle Ben
  • 18.
  • 19. Key Elements • All policies apply in social media, too • Privacy • Mutual Respect • Computer use • Generally don’t “friend” patients • Remember the “front page” rule
  • 20. Medical Professionalism: Fundamentals • Professionalism reflects the compact between health care professionals and patients, their family members and society at large • It is an overarching concept that governs all aspects of our lives, including that which occurs online • Online behavior should seamlessly merge with professional behavior offline
  • 21. 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
  • 22. HIPAA applies to Pros, not patients • People are free to disclose their own PHI • They’ve been doing this on the Web for well over a decade • Professionals should help people understand possible ramifications of disclosure, but • Privacy, WHILE EXTREMELY IMPORTANT, is not the ultimate value for many • Get standard media release waivers when you publish PHI
  • 23. Professionalism and Social Media • Before you take the leap • Develop/Review your organizational social media policy guide • Define your opportunity and operational goals • Remember you represent your organization as well as yourself • Know and review your privacy settings
  • 24. #21: Technology makes things possible. People make things happen
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  • 28. As seen in the Wall Street Journal...
  • 29. #22: Social Media are an essential part of a balanced communications diet
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  • 31. Transplant Implications, Applications • Transplant patients exceptionally motivated to tell their stories • Facebook opportunity is huge • Use all levels of the SMUG Pyramid • Share best practices and learn from others • See Transplant-related posts on SMUG
  • 32. Upcoming Opportunities • Social Media Residency • Sept. 25-26 in Scottsdale, Ariz. • Oct. 15-16 in Rochester, Minn. • Nov. 29-30 in Jacksonville, Fla. • Social Media Week at Mayo Clinic Oct. 15-19 • Abstract Contest for Scholarships • Network membership includes credits for discounted or free registration
  • 33. For Further Interaction: • Google Lee Aase or SMUG U • @LeeAase on Twitter • aase.lee@mayo.edu • http://socialmedia.mayoclinic.org