Lee Aase Mayo Clinic Center for Social MediaNovember 7, 2013

Effective Use of Social Media in Health Care

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)

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

Agenda• Discuss Mayo Clinic’s experience and the

historical import of social media• Introduction to various social media tools to

increase your personal understanding, comfort and confidence with social media

• Help you identify ways to mitigate risk while also realizing the rewards of participation.

The Hidden Agenda• You will see the transformational power of social

media• You will see social platforms as tools to do your

work more effectively and efficiently• You will believe that using social media tools is

worthwhile and that you (and your organization) can do it

Two Heroes

Six Magic Words

Four Reasons Why They’re True for You

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“I’ll bet I could do

that!”

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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• Manager since 2003

• Media Relations/Research Comm• Syndication and Social Media

• Director, Center for Social Media, 2010-present

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One More Bonus Reason

One more reason why you can do this...

Intro to Today’s FREE Tools

Blogs RSS

Podcasts Social Networks

YouTube Slideshare

Wikis Twitter

Intro to Blogs• Just an easy-to-publish Web site that allows

comments

• Blogs in Plain English - Lee LeFever

• You read them all the time without even knowing it

• Create a blog at wordpress.com or blogger.com in less than a minute

RSS = Really Simple Syndication

• Lets you easily track dozens of blogs or other Web sites without surfing

• Truly opt-in “email”

• RSS “baked in” to browsers

• Free Web-based options like Feedly

Podcasts• TiVo for Audio (or video)

• Don’t need an iPod to use

• Series of segments to which you can subscribe via RSS

• iTunes free for PC or Mac

Behold, the power of Social Networking!

Graham Lewis AaseBorn Oct. 31, 2013

Wikis• Collaborative editing tools

• Wikipedia the most famous

• 4.3 million articles in English

• Definitive stories quickly on• 35W Bridge Collapse• Virginia Tech shooting• Sandy Hook shooting• Boston Marathon bombing

YouTube

• World’s #2 search engine

• “The world has voted, and we want to watch videos on YouTube.” - Andy Sernovitz, SocialMedia.org

Slideshare.net: YouTube for PowerPoint

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A Brief History of Social Media at Mayo Clinic

Answering a burning question...

It all started with a tornado...

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Mayo Clinic’s First Social Networkers

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Social Networking is part of the @MayoClinic DNA and is fundamental to health care

Mayo Clinic Medical EdgeSyndicated News Media Resources

First Foray in “New” Media

• Existing Medical Edge radio mp3s

• Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.

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 - 7/30/06Lines from Lee

Beyond the Hypochondriac feed

Medical Edge Sample Sound Bite

Involuntary Social Network Representationmyspace.com/mayoclinic

Facebook: 11/7/07

A Pivotal Presentation

The Revolutionary impact of consumer-grade video

Dramatically increased number of videos and depth of content

@MayoClinic on Twitter: 4/29/08

The $4-a-month online newsroom

Let’s Talk “site” - May 2008

Sharing Mayo Clinic - January 2009

An Email from Dr. Noseworthy• 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 (CEO)and Shirley Weis (CAO) endorsed concept of Center for Social Media

• Gathered planning team from across Mayo• Announced MCCSM, with 8.1 new FTE, in July

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

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• Individual memberships now available

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A Broader Historical Perspective...

Thesis #1: Air was the original social medium

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Patient Word of Mouth

2009 Patient Brand Monitor, n=900

• 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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Sources Influencing Preferencefor 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 plan2010 study (n=119)

#2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction

#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

If you think blocking is a viable long-term option...

And if you do block, you’re not alone...

Does your organization maintain an official presence on...

0 25 50 75 100

Facebook

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

What are the main reasons for blocking access to these sites?

0 25 50 75 100Network Bandwidth

Network Security

Employee ProductivityPrivacy/Professionalism

Legal LiabilityOther

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

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

#SocialAtMayo - May 2013

#17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)

Total Cost for Mayo Clinic Facebook, YouTube and Twitter

$0.00

In the European Union, based on current exchange rates:

€0,00

#18: As I approaches zero, ROI approaches infinity

Unique Myelofibrosis Patients

0

100

200

300

400

2008 2009 2010 2011

MCF MCA

#33: Social media will decrease diffusion time for medical research and healthcare innovations

Discovery by Richard Berger, M.D. Ph.DUT Ligament Split Tear

Less than 24 hours after my initial appointment, I not only had a new diagnosis - a UT split tear - but had surgery to correct the problem. As I write this, my right arm is in a festive green, but otherwise annoying cast. The short-term hassle, however, should be more than worth the

long-term gain - the potential for a future without chronic wrist pain. A future, that without Twitter and those in the

medical community willing to experiment with new communications tools, might not exist for me.

3031031-10

4 Ways to Connect

• Explore free Social Media Health Network resources at network.socialmedia.mayoclinic.org• News and selected curriculum posts• Health Care Social Media List

• Get a free Guest account• Commenting and additional access• Claim your organization’s HCSML page

• Consider membership• Individual or Associate• Organization

• Attend an event

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