Presentation given to Clinical Excellence Commission. Overvie of my HARC Study Tour to the UK and USA. What I leanrt, and how to progress.

1. Dispatch from the world of
Social Media
Carolyn Der Vartanian
@carolyndv
April 2011

2. The Tour
World Social Media Forum - London
Meeting at the Mayo Clinic Centre for
Social Media (MCCSM)
Walking Meeting with Dr Ted Eytan-
Kaiser Permanente
World Non-Profit and Social Marketing
Conference - Dublin

3. The Near Future!
• Move to mobile/portable technology-
phone/tablets
• See/ receive information as
• Portable
• Personalised
• Participatory (@susannahfox & @Pew_Internet)

4. Key Themes
• SM is changing our habits but not who
we are
• “Social Media [represents] a
fundamental shift in the dynamics of
conversations enabled by new
technologies” Craig Lefebvre

5. •Social Media is not a stand alone
strategy- must be integrated into
communications strategy.
A successful social media strategy
includes collaboration and
engagement
Leveraging the power of social
media: “Reach & Engage” rather than
“Attract & Join”

6. • NHS has integrated social media into its flagship web
portal- NHS Choices (www.nhs.uk)
• 9 million visitors to web in 2010
• 60,000 followers across 9 different SM platforms:
Facebook, Twitter & You Tube
NHS Choices has 6 Twitter accounts
@nhschoices,@nhschoicetal
@carersdirect,@nhsfeedback
@nhsnewsuk, @nhsflu

7. British Dental Association (BDA)
• Facebook-style ‘friend’ activity, create
own networks, contribute to discussion forums
(purpose built platform).
• Twitter account and active blogs- CEO, Chairs of
Branches and Scientific Advisor
• Sub-Committees, research suggestions, clinical
chats
• Yammer in Government/ Ozmosis

8. The Mayo Clinic Centre
for Social Media
• Launched June 2010
• 8 staff, 3 campuses,
$1mio investment,
• Twitter, Facebook,You
Tube PLUS regular PR &
Comms

9. Using YouTube to engage patients
Your first prosthodontics visit

10. TwitterChat with Dr
Montori & AHRQ
@MayoClinic

11. The HASHTAG # on Twitter
• #HCSM
• #HCSMANZ
• #WSMC
• #AHRQuixchat

12. Kaiser Permanente
@tedeytan

13. • 15,000 physicians, 8.7m members
• 100% of physicians use email to
interact with their patients
(Guidelines)
• Electronic health records database
with member-facing counterpart
My Health Manager.
• Social Media Policy plus Blogging
Best Practice

14. Social Marketing
• Lots to learn from behaviour change
theory
• Understand: barrier to change,
tailor it to target audience,
segmentation if required make
it achievable, positive
messages, local
knowledge, co-
creation- tap into others

15. • Social marketers were asking: How can we influence
communities and marketplaces with the conversations
we have using social media?
• SM allows us to develop our ‘weak ties’ and reinforce
our ‘strong ties’ (social networking theory)
• Spread ideas through weak ties – world is small on the
internet!

16. Suggestions
• The conversation needs to include approaches for:
• Organisation (engaging the community- not PR)
• Program/Project (targeted conversations)
• Individual reputation (dual citizenship)
• What is CEC philosophy re SM?

17. Suggestions
• Policy – disciplinary action vs building right
processes
• Training – how to use SM
• On-line survey of SM uses by health
professionals in 2011

18. THANKS
• Hospital Alliance Research Committee (HARC)
• Cliff & Peter for their support & encouragement
• Bernie- for letting me take so much time off!
• My virtual community in cyberspace

19. Questions?