Lee Aase (@LeeAase) Mayo Clinic Center for Social MediaHealthcare Communicators of OregonFall Conference 2014November 7, 2014

The Case for Social Media in Health Care

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THE Book on Social Media in Health Care

• 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)

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A Gift for Everyone

Bringing Hope to the (at least) Mediocre

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About Lee Aase (@LeeAase)• B.S. in Political Science, Minnesota State

University• 14 years in politics and government at local,

state, national levels• Mayo Clinic since April 2000

• Media relations consultant• Manager since 2003

• Media Relations/Research Communications• Syndication and Social Media

• Director, Center for Social Media (2010)

One more reason why you can do this...

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Agenda• Mayo Clinicʼs Social Networking History• Pivotal points and case studies• Advancing the Argument for Social Media

Engagement• Helping You Bring the Social Media Revolution to

Health Care

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PhiladelphiaChicago

Metro Population for U.S. News Best Hospitals

What does Rochester have that they donʼt?

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Mayo Clinicʼs First Social Networkers

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Word of Mouth

News StoriesInternet

Direct MailAdvertising

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Reasons for Mayo Clinic Preference

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Podcasting: September 2005

Taking a step back: Content Creation/ “New Media” Task Force• Public Affairs group met Oct. 2005 to July 2006• Reviewed landscape and made

recommendations on initial strategies• Process changes to create more in-depth

products - podcasting• Save blogging for later

My First Blog Post Lines from Lee

Beyond the Hypochondriac feed

Mayo Clinic Medical Edge Sample Sound Bite

Involuntary Social Network Representationmyspace.com/mayoclinic

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Facebook: 11/7/07

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YouTube: Feb ʼ08

The Revolutionary impact of consumer-grade video

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Twitter: 4/29/08

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Blogging: April ʼ08

Case Study:Reuben Mesa, M.D. and Myelofibrosis

Unique Myelofibrosis Patients

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Case Study:Social Media/Traditional Media Synergy

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• #1: Air was the original social medium• #2: Electronic tools just make word spread

farther and faster• #4: Social Media are the Third Millenniumʼs

defining communications trend• #7: Hand-wringing about social media is as

productive as debating gravity• #9: Mass media move (and are moved by)

social media buzz

A Taste of the Theses

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• #10: Social media strategies canʼt compensate for an inferior offering or bad service

• #16: Social media make the once-scarce power of mass media available to everyone

• #17: Social media are free in any ordinary sense of the word

• #18: As I approaches 0, ROI approaches ∞• #34: Challenges of introducing social media in

healthcare are not unique

A Taste of the Theses

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• #36: If your organization canʼt find a way to constructively use free tools that enable deep, two way communication with anyone, anywhere, anytime, your real problem is lack of imagination

• #37: Anonymity is the enemy of community• #38: Social Media raise the cost of bad

behavior because they make it more likely misdeeds will be discovered.

Bonus Theses

Case Study in Serendipity: Octogenarian Idols

• Embedded in Sharing Mayo Clinic, posted to Facebook, Tweeted on 4/7/09

The next day...

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Total Views

Early Morning May 26

May 26, 2009: Live in StudioGood Morning America

Results to Date• More than 10 million views on YouTube• Over 1.5 million on Sharing Mayo Clinic• From 200 views/month to 5,000 views/hour • Validation of SMUG Thesis #26

#26: Your mileage may vary, but youʼll go a lot further if you get a car.

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The Most Important Thesis

#35: Social Technologies will transform health care

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• Established in July 2010• 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.

Mayo Clinic Center for Social Media

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• 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, with dues based on organization revenues

• Goals: • Be a resource for others - “Air Cover”• Make connections with and learn from others

Social Media Health Network

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A Catalyst for Social Media

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Making Quality Metrics Actionable

In collaboration with:

The Center for Social Media,Cardiovascular Services

Mayo Clinic is a shareholder in Dabo Health

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Update on Dabo Pilot

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Required Data

156+

Meaningful Use Stage 1 59+Meaningful Use Stage 2 34+Hospital Readmission (HRRP) 3+Value Based Purchasing 24+Medicare Shared Savings Program (ACOs) 33+Hospital Acquired Condition (HAC) 3+

CategoryNumber of

Metrics

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Existing Scorecard

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“Applying the power of teamwork and data transparency to improve outcomes and meet the needs of our patients”

— C. Michel Harper, M.D.Executive Dean of Practice

Mayo Clinic Center for Social Media and Dabo Health

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Nurses + Interaction Designers + Physicians + User Interface Engineers + Nurse Practitioners + User Experience Designers + Quality Managers + User Interface Designers + Physician Assistants

=

Making Quality Metrics Actionable

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Metric Viewsduring the Dabo Health Pilot (7/1/13 to 11/30/13)

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Enterprise Quality Scorecard

Dabo Health61,000 Users

254 Pilot Users

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dabohealth.com

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Visualizing Bottom-Line Impact

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Visualizing Bottom-Line Impact

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Rochester

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Arizona

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The Dabo Health Opportunity• Learn the amount at risk for your hospital• Invite clinical staff to explore and engage the

free version on Hospital Acquired Conditions• Poorer previous performance = more upside• What if engaging staff and sharing best

practices could improve metrics performance?• How would this affect

• Social media ROI discussions?• Perceptions of social media usefulness?

Cardiac Amyloidosis “Copycat”

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Benefits: Expected and Serendipitous• Improving quality of information available to

patients worldwide• Saving time, deepening conversations• Referrals• Academic standing and research opportunities

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Mayo Clinic Center for Social Media Strategy Summary• Represent Mayo Clinic well as a institution in

general-purpose social networking platforms• Consult with Mayo stakeholders in developing

integrated social media strategies and provide resources for execution (“Teach a man to fish...”)• Professionalism Standards (Fishing etiquette) • Platform Development (Fishing poles/nets)• Training/Consultation (Fishing lessons)

• Offer these resources to peers and gather community to develop and share best practices through the Social Media Health Network

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If you still donʼt think social media can work for you and

your patients...

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For Further Interaction:• Google Lee Aase or SMUG U• @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