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John WestonChief Marketing Officer, Mayo ClinicOctober 23, 2013
Welcome to Mayo Clinic
Countries Represented Social Media Week at Mayo Clinic• Australia• Canada• Czech Republic• China• Japan• Mexico• The Netherlands
• 35 States• 453 Electoral Votes
Lee Aase and Farris Timimi, M.D.Mayo Clinic Center for Social MediaOctober 23, 2013
Accelerating the Social Media Revolution
Ground Rules for #MayoRagan• Please do NOT:
• Put your mobile devices in airplane mode or • Put them away
• Failure to make eye contact is not rude as long as you’re tweeting
• Use #MayoRagan hashtag• We’re @FarrisTimimi and @LeeAase
Prologue: A Story that Demonstrates the Power of Social Platforms• Presentation at Community 2.0 conference in
San Francisco on May 12, 2009• Attendance approximately 200
• Somebody tweeted something like “Hey @GuyKawasaki, @LeeAase just mentioned you in his presentation” and included the link to my presentation, which I had uploaded to Slideshare.net
Behold, the Power of Slideshare...
Slideshare.net: YouTube for PowerPoint
GSM 110: Mayo Clinic’s Social Media History
Agenda• Review some milestones and the “Why?” of
Mayo Clinic Center for Social Media and the Social Media Health Network
• Highlight recent developments and evolution• What it all means for you
• Lessons • Applications• Opportunities
• Words to live by...
From Mayo Clinic Center for Innovation:Think Big. Start Small. Move Fast.TM
An Email from Dr. John Noseworthy,Mayo Clinic President and CEO
• Paraphrased version: “I know we’re doing a lot in social media, but have we considered whether a bigger investment is warranted?”
• Dr. Noseworthy endorsed concept of Center for Social Media in January 2010
• Planning team gathered from across Mayo
• Announced Mayo Clinic Center for Social Media in July 2010
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.
©2011 MFMER | slide-40
A Catalyst for Social Media
Social Media Health Network• Membership group associated with Mayo Clinic
Center for Social Media
• Dues based on organization revenues
• Individual and associate memberships now available
©2011 MFMER | 3139261-
Dr. Noseworthy at #MayoRagan 2011
More #MayoRagan Historical Highlights...
Know Your Numbers
Principles• We don’t do all of the social media for Mayo
Clinic. We provide advice, training and DIY platforms.
• We identify opportunities for application of social technologies with potential impact at Mayo Clinic
• Through the Social Media Health Network, we make resources available to health care peers and lead projects for the general good and to serve patients together
THE Book on Social Media in Health Care - Launched at #MayoRagan 2012
• Essays from 30 thought leaders
• The “Why?” of social media in health care
• Net proceeds fund patient scholarships
• Available on Amazon and discount bulk orders on CreateSpace (with offer code Z4L7DBSN)
Employee Access Task Force of Social Media Health Network• Established at Oct. 2011 Member Meeting
• Survey to estimate prevalence of -- and identify key reasons for -- blocking launched at #MayoRagan 2012
• Online survey promoted in social media and open through Jan. 2, 2013
• 320 responses received• Journal manuscript in submission process
Does your organization maintain an official presence on...
0 25 50 75 100
Google+
LinkedInPinterest
TwitterYouTube
Are employees able to access social networking sites from their computers connected to the corporate network?
36%
19%
45%
AllNoneSome
If not blocking, has access always been available or was a decision made to open?
63%
37%
Always OpenFormerly Blocked
If access is open, characterization of problems experienced due to access
47%
9%
44%
NoneModerateMinor
If access is open, is your organization actively considering restricting access?
4%
74%
22%
YesNoUnsure
For those organizations that block, which sites are blocked?
0 25 50 75 100
FacebookGoogle+LinkedIn
DropBoxTwitter
YouTubeSkype
Yammer
What are the main reasons for blocking access to these sites?
0 25 50 75 100Network Bandwidth
Network Security
Employee ProductivityPrivacy/Professionalism
Legal LiabilityOther
Observations• A majority (64 percent) of organizations block
most or all employee access• Top reasons for blocking: Concerns about
employee productivity (81 percent), HIPAA or Professionalism (67 percent) and Network Security (61 percent). Bandwidth (34 percent) was a minor concern.
• Of open organizations, about a third were formerly blocked. 90 percent report no problems or minor problems related to openness and only 5 percent are actively considering restrictions.
Next Steps• Submission of survey findings for journal
publication• Review/modification of final draft of Employee
Access White Paper addressing reasons for blocking at Member Meeting
• Publication of White Paper as free Social Media Health Network resource
Why it Matters: 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.
Main Points of White Paper• Social networking is pandemic in society
• Medical professionals have been less present in online health discussions, with negative consequences for human health
• Blocking doesn’t solve the problems it purports to address
• Open access, clear policies and effective education are the best solution to perceived problems and mitigate the consequences of provider absence
#SocialAtMayo - May 2013
Residency on the Road: New York City, Seattle and Dallas
2014 Social Media Residency CohortsJanuary 20-21 Arizona
February 12-13 Florida
May 12-13 Minnesota
September 15-16 Arizona
October 20-21 Minnesota
November 10-11 Florida
Social Media Fellows Program
Platinum Fellow Class of 2013• Ed Bennett
• “e-Patient Dave” DeBronkart• Meredith Gould
• Wendy Sue Swanson, M.D.
• Bryan Vartabedian, M.D.
Dabo Health Update• Introduced free version at #MayoRagan 2012• Free version uses CMS quality data• Mayo Clinic pilot nearing completion - real-time
data from EMR in hospital heart failure practice• Design-driven changes based on user feedback
• “Like” became “Agree”• “Best Practice” became “Learn”
• Conversations around cost and quality measures and ideas for improvement suggested
• Disclosure: Mayo Clinic minority equity in Dabo
©2011 MFMER | 3139261-
Evolution of Community Capabilities
MCCSM Site: Version 1.0
CareHubs Collaboration• Paul Speyser phone call on joining Social Media
Health Network• Dues barter for programming help• Have gathered user feedback at Social Media
Health Network member meetings each year• Moved to CareHubs about 2 years ago
MCCSM Version 1.5
SMHN Version 1.5
Levels of Access• Visitor - Anyone with a browser• Guest - Free account for additional access and
commenting• Various Members
• Organization employees• Individual• Associate Members
• Patient Advocate• Student• Academic Faculty
Examples of Other Mayo Applications• Traumatic Brain Injury Community - CONNECT
Trial• Dan Abraham Healthy Living Center • Sharing Mayo Clinic• http://individualizedmedicineblog.mayoclinic.org/• http://blog.centerforinnovation.mayo.edu/
Online Newsroom Progression• Domain Mapping to News blog hosted on
Wordpress.com• One generic password per post - password
removed after embargo lifts• Video, audio files on DropBox for download• Unlisted streaming video on YouTube
• Clone of Social Media Health Network site• Individual accounts for journalists• Visitor access gives public access to non-
embargoed posts• HD files and Brightcove CDN for video
An email from last week...
I’ve been a bit of a skep0c of the NN, and more specifically, who picks up our content. No more. WCCO (the No. 1 TV news sta0on in TC) did a piece on the speech disorders & teachers study last night. They didn’t contact us – or even tell us they were going to do a piece. They pulled language from the NR and bites from the NN and did a story that was almost 4 minutes. This was completely unbeknownst to me or anyone else on the media team. Turned out wonderful. Here’s the link:hJp://minnesota.cbslocal.com/2013/10/15/mayo-‐study-‐teachers-‐more-‐likely-‐to-‐develop-‐speech-‐disorders/
Skep0cal about the NN? No more. This is proof that it works. Nick
Downloads only for registered journalists
News Network Skeptic = Twitter Chat Champion
Curriculum Post on Twitter Chats
Bringing Unity to the Stories
Mayo Clinic Patient Stories Background• Word-of-mouth traditions
• MayoClinic.org patient stories began circa 2000• Mostly written by freelancers, relatively costly• Targeted to marketing priorities
• Sharing Mayo Clinic launched Jan. 2009• Facilitated submissions
• Flip video shot while on campus• Word document submitted via email• Standard HIPAA authorization• >150 stories per year
Two Patient Stories Projects in 2012• Combined “Legacy” and Sharing stories
• Brought Legacy stories to Sharing Mayo Clinic• Tagged according to relevant diseases or
conditions• Brought tag feed into .org disease pages
©2011 MFMER | 3139261-
©2011 MFMER | 3139261-
©2011 MFMER | 3139261-
Project Benefits• Large number of disease pages now have
relevant stories instead of undifferentiated ones
• Doubled traffic to Sharing Mayo Clinic
• Created framework for bringing news releases from Mayo Clinic News Network into integrated Web site
Two Patient Stories Projects in 2012• Combined “Legacy” and Sharing stories
• Brought Legacy stories to Sharing Mayo Clinic• Tagged according to relevant diseases or
conditions• Brought tag feed into .org disease pages
• Bazaarvoice stories module for true UGC• Platform used by many Fortune 500
companies• Moderation by Bazaarvoice staff
©2011 MFMER | 3139261-
©2011 MFMER | 3139261-
Strengths/Weaknesses of Program• Strengths
• Vendor credibility• Vendor moderation/approval
• Limitations/Weaknesses• Could not target to specific diseases or
conditions• Separation of stories into two streams• Could not edit submissions in any way• Stories less substantial, less focused• More non-Mayo disease stories
Edit the post
Benefits of New System• All stories unified on Sharing Mayo Clinic
• All stories tagged for .org disease pages
• Integration into blog monitoring/moderating
• Reasonable editing/linking of posts enabled
• Significant Savings
Another improvement from 2012...
Health Care Social Media List
Change in Emphasis for Social Media Health Network Membership• Membership initially limited to organizations and
their employees
• Anyone with email from domain of member received full access
• What about the lonely pioneer?
Network Membership Plans and Benefits• Individual Membership
• Full access to all curriculum and resources• Members-only discussion groups• Points (virtual currency) plus 25 percent
discount on event/course registration• Social Media Fellows Program opportunity
• Organizational Membership• Individual memberships for all employees• Premium HCSML listing• Points to distribute among employees
Basic Listing for Non-Member Organizations
Premium Listing for Organization Members
Discounts and Opportunities• Individual Members
• Ragan Training Site (save $500)
• Organizational Members• Early Dabo Opportunities• Discounted CareHubs community hosting• Host Social Media Residency
Ragan Training Site - $500 Discount for Social Media Health Network members
2014 Social Media Residency CohortsJan. 20-21 Arizona July ???
Feb. 12-13 Florida August ???
March ??? Sept. 15-16 Arizona
April ??? Oct. 20-21 Minnesota
May 12-13 Minnesota Nov. 10-11 Florida
June ??? December ???
Membership OptionsMember
TypeOrganization Size
(Annual Revenue)Annual Dues
Included Points
Individual Equivalents
Individual NA $495 250 1
Tier I < $10M $1,000 500 2
Tier II < $500M $2,000 1,000 4
Tier III < $1B $4,000 2,000 8
Tier IV <$2B $6,000 3,000 12
Tier V >$2B $8,000 4,000 16
Associate Membership Opportunities• Full access to all curriculum and resources
• Members-only discussion groups
• No points included but eligible for 25 percent discounts when purchasing
• Categories include• Patient Advocates - $45/year• Students - $45/year• Academic Faculty - $95/year
Today’s News
#FutureOfHealthcare Blog
Alliance Health Community - July 2011
Top 10 Advantages for Users• Curated News on Front Page - highlights our
Mayo Clinic news stories• Convenient Access: Twitter/Facebook log-in• Mayo Clinic Global Navigation banner• Connection to other Mayo Clinic communities
with same username/password or social log-in • Groups based on specialties or particular
diseases, with flexibility to be open or closed, and with Resources tab
Top 10 Advantages for Users (continued)• Responsive design for best tablet and
smartphone experience• Post by email reply • Calendar of events• Daily/Weekly digest emails• HIPAA compliance
Mayo Clinic Connect Applications for You• Mayo Clinic staff
• Join Mayo Clinic Connect• Consider
• Moderating/creating a group• Separate but related community sites
• Everyone Else• Join Mayo Clinic Connect• Participate in groups• Consider custom-branded community that
matches your main Web site
Top Three Action Steps• Mayo Clinic staff
• Join Social Media Health Network• Join Yammer (and Social Media at Mayo group)• Contact our team for consultation on potential
social applications in our work• Everyone Else
• Create free Guest account in Social Media Health Network
• Claim or create your organization’s HCSML listing
• Consider joining Social Media Health Network
Lessons and Observations• Sometimes the perfect can be the enemy of the
good. Take the side of the good.• Follow the Mayo Clinic Center for Innovation
Motto: Think Big. Start Small. Move Fast.TM
• Iterate until it’s great.
• Accelerate.
For Further Interaction:• @LeeAase or @FarrisTimimi
• 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