Slides from my presentation today to the Neurorehabilitation Summit at Mayo Clinic in Rochester, Minn.

1. Lee Aase
Mayo Clinic Center for Social Media
May 20, 2014
Social Media in Health Care

2. ©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.

3. ©2011 MFMER | 3139261-

4. 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 #MCCSM (or save them
for the end)

5. 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

6. 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 as
you may have noticed...

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150 Years Ago

9. A precipitating event 19 years later...

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11. 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

15. Then along came the Internet:

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Sources of Information Influencing Preference
for 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 plan
2010 study (n=119)

17. Mayo Clinic Medical Edge
Syndicated News Media Resources

18. First Foray in “New” Media
• Existing Medical Edge radio mp3s
• Launched Sept. ’05
• Downloads increased 8,217% Oct. vs. Aug.

19. Beyond the Hypochondriac feed

20. Mayo Clinic Medical Edge Sample
Sound Bite

22. Involuntary Social Network Representation
myspace.com/mayoclinic

24. Facebook: 11/7/07

26. The Revolutionary impact of
consumer-grade video

29. Dramatically increased number of videos
and depth of content

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Opening New Opportunities and
Shifting the Balance in Media
• From simple & expensive to complex & “free”
• Overcoming barriers of time and space
• Diminishing “big media” oligopoly
• From Almighty Dollar to Content as King
• From MacArthur to McGyver (General to
Guerilla)

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

34. Unique Myelofibrosis Patients
0
100
200
300
400
2008 2009 2010 2011 2012 2013
MCF MCA

35. Lee’s Law of Social Media
Measurement:
As I approaches 0, ROI approaches
∞

36. Case Study #2:
Traditional and Social Media Synergy

40. My Excellent Phillies Adventure

54. 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

55. Case Study #3:
Patient Education Collaboration
• Traditional, scripted patient education videos are
costly and limited in application
• More demand than we can afford to supply
• Exploring alternative method for videos covering
FAQs
• Short, procedurally focused videos are ideal
• Huge potential savings (or expansion of video
availability)
• Crossover potential for demand generation

58. 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: $?

59. 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.

60. 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

62. Key Elements
• All policies apply in social media, too
• Privacy
• Mutual Respect
• Computer use
• Generally don’t “friend” patients
• Remember the “front page” rule

63. Guidelines are Necessary but Not Sufficient

64. 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

66. 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

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Health Care Social Media List

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Examples of Hospitals, AMCs

70. Applying Social Media Throughout
Mayo Clinic
• Mayo Clinic Connect community
• Mayo Clinic News Network
• Research
• Recruitment for clinical trials
• Therapeutic applications - e.g. Traumatic
Brain Injury Community (CONNECT Trial)
• Education
• Continuing education promotion
• Integration within courses

71. 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

73. Two Things Patients Seek Online
• Trustworthy information from knowledgeable
sources
• Support and community
• You can help provide the former and facilitate
the latter

74. Celiac Disease Videos

75. Celiac Disease Videos

78. http://celiacblog.mayoclinic.org/

79. Applications for You
• Consider how social media tools could
• Reduce repetitive explanations
• Elevate conversations
• Engage family caregivers
• Build rapport with appropriate boundaries
• Generally don’t “friend” patients
• Review privacy settings
• Engage Responsibly
• Avoid abdication
• Do well by doing good

80. For Further Interaction:
• Google Lee Aase or MCCSM
• @LeeAase on Twitter or #MCCSM
• Or we could just talk right now...