Lee Aase Mayo Clinic Center for Social MediaMay 6, 2014

Patient Engagement through Apps and Social Media

©2011 MFMER | 3139261-

Disclosures

I am a salaried employee of Mayo Clinic. I will say nice things about Mayo Clinic. I have no other conflicts to report.

Prologue: A Case Study/Diagnostic Exercise

• 45 yo male deferred for blood donation

• Hemoglobin 11.9 g/dL

• Ferritin 4 mcg/L

• Patient reports healthy appetite but has lost 20 lbs from previous high within the last two years

• What tests or procedures would you pursue?• What diagnoses might you expect?

• Tweet your answers to #DDW14 (or save it for the end)

Agenda• A century of social networking at Mayo Clinic• How changes in the media landscape have

created opportunities (and challenges)• The continuity of media and networking• Three Case Studies: Bottom-line benefits of

applying social media• Social Media and Professionalism• Future directions and applications

Three Claims to Fame for Rochester, MN• Mayo Clinic

• Patients from every U.S. state and >140 countries every year

• More than 1 of 5 travel >500 miles• Celebrating Sesquicentennial this year

• IBM’s largest facility (in square feet), and...

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150 Years Ago

A precipitating event in 1883...

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Mayo Clinic’s First Social Networkers

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Social Networking is part of the Mayo Clinic DNA and is fundamental to health care

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From their day through most of the 20th Century, reaching large audiences via media was simple but expensive...

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...or you could “earn” an audience by getting past one of these gatekeepers

Then along came the Internet:

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Sources of Information 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)

Mayo Clinic Medical EdgeSyndicated News Media Resources

First Foray in “New” Media

• Existing Medical Edge radio mp3s

• Launched Sept. ’05

• Downloads increased 8,217% Oct. vs. Aug.

Beyond the Hypochondriac feed

Mayo Clinic Medical Edge Sample Sound Bite

Involuntary Social Network Representationmyspace.com/mayoclinic

Facebook: 11/7/07

The Revolutionary impact of consumer-grade video

Dramatically increased number of videos and depth of content

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Opening New Opportunities and Shifting the Balance in Media and Social Networking

• From simple and expensive to complex and “free”

• Overcoming barriers of time and space• Diminishing “big media” oligopoly

• From Almighty Dollar to King Content• From MacArthur to McGyver

Case Study #1:The Power of Consumer-Grade Video

Unique Myelofibrosis Patients

0

100

200

300

400

2008 2009 2010 2011 2012 2013

MCF MCA

Lee’s Law of Social Media Measurement:

As I approaches 0, ROI approaches

∞

Case Study #2:Traditional and Social Media Synergy

Social and Traditional Media Synergy• YouTube video leads to USA Today story• USA Today story leads to #wristpain Twitter chat

with explanatory videos and trainee list• Twitter chat leads to patient procedure and blog

post• Blog post leads to USA Today story

Email from Dr. John NoseworthyAugust 2009

• 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 and CAO endorsed Center for Social Media concept

• Planning team gathered from across Mayo

• Announced MCCSM 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.

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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

• Much content available through free Guest account

• Dues based on organization revenues, and individual paid memberships also are available

Applying Social Media Throughout Mayo Clinic

• Mayo Clinic Connect community

• Mayo Clinic News Network• Research

• Recruitment for clinical trials• Therapeutic applications

• Education• Continuing education promotion• Integration within courses

Case Study #3:Patient Education Collaboration Opportunities• Videos covering FAQs

• Short, procedurally focused videos are ideal

• Huge potential savings (or expansion of video availability)

• Crossover potential for demand generation

Calculating ROI• Cost of shooting and editing < $200

• Cost of storage: $0

• Cost of distribution: $0

• Value of time saved (NG pts/year x minutes/pt x $/hr/60 x self-serve %): $?,???

• Increase in patient satisfaction: $?,???• Other “marketing” benefits: $?

The Cost of Non-Participation: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.

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

Key Elements• All policies apply in social media, too

• Privacy• Mutual Respect• Computer use

• Generally don’t “friend” patients

• Remember the “front page” rule

Guidelines are Necessary but Not Sufficient

Back to our Opening Exercise

• 45 yo male deferred for blood donation

• Hemoglobin 11.9 g/dL; Ferritin 4 mcg/L

• Endoscopy and colonoscopy negative for bleeding ulcer and colon cancer

• IgA, Tissue Transglutaminase Ab, S >100 U/mL

• Diagnosis: Celiac Disease

Two Things Patients Seek Online

• Trustworthy information from knowledgeable sources

• Support and community

Celiac Disease Videos

Celiac Disease Videos

http://celiacblog.mayoclinic.org/

http://ibdblog.mayoclinic.org/

For Further Interaction:• Google Lee Aase or MCCSM

• @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