7. First Foray in “New” Media
• Existing Medical Edge radio mp3s
• Launched Sept. ‘05; 8,217% download increase
8. Regrouping to Plan
Just as genomics is the future of personalized
medicine, personalized media are changing the
way people get the news and information they
want and need. But as genomics increasingly
supplements and improves traditional medicine
without replacing it, new media are helpful
additions to mainstream, mass media. We strongly
recommend reforming our processes to efficiently
produce content that can be used for both mass
media and personalized media.
Content Creation Task Force, 7/26/2006
9. We recommend a three-phase approach. First, take
our existing products and, with minimum
incremental effort, place them in new media formats.
Second... work across teams ... to make best use of
the audio and video production resources we have.
Third, get more resources... to produce timely or
even daily content...
We have not recommended a blog strategy at this
time, primarily because we have emphasized
developing audio and video content that could have
multiple uses in both mass media and personalized
media, with relatively limited physician involvement.
10. Reasons for Reluctance about Blogging
• Keeping the content fresh
• Wise use of resources
• Physician/Researcher
• Public Affairs
• Authenticity - didn’t want to “ghost blog”
14. Recovering 99.41% for the 1-2%
• Required almost no incremental MD effort
• Process change - microphone on physician
and interviewer
• 90 minutes of editing per interview
• More than 60,000 “hits” and 62 comments on
Dr. Fischer’s podcast
23. Joining The Blog Council
• Membership organization of blogging
“companies”
• Typically Fortune 500 members
• Coca-Cola, P&G, Wells Fargo, etc.
• Mayo Clinic, Kaiser Permanente, U.S. Navy
among “non-traditional” members
• Now the Social Media Business Council
32. Millennials
• Characterized by an increased use and
familiarity with digital technology, social media
and communication
• With Median age of the world's population about
29, half were born in 1983 or later
33. Millennials
• 26 percent more likely than other adults to say
“Social Networking is an important part of my
everyday life”
• 2010 research: students quitting social media
showed same withdrawal symptoms as a drug
addict who quit a stimulant
34. Survey of college students born 1982–1992
• 97% owned a computer
• 94% owned a cell phone
• 56% owned an MP3 player
• 76% used instant messaging
• 92% of those reported multitasking while instant
messaging
• 40% got most of their news from TV
• 34% got most of their news the Internet
38. The Octogenarian Idol Story
• Alerted to interesting video of elderly couple
playing piano in Gonda atrium
• Video shot by another patient and uploaded to
YouTube by her daughter
• Video had been seen 1,005 times in six
preceding months since upload
• Embedded in Sharing Mayo Clinic, posted to
Facebook, Tweeted on 4/7/09
56. Results to Date
• More than 8 million views on YouTube
• >1.5 million views on Sharing Mayo Clinic
• From 200 views/month to 5,000 views/hour
• National TV coverage in U.S. and Japan
57. #26: Your mileage may vary,
but you’ll go a lot further if you
get a car
76. 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
99. Medical Education
• Duty Hours: Reduce resident fatigue: 1984, NY,
death of an 18 yr from potentially preventable
drug interaction, when only 2 residents assigned
to provide night coverage for night a busy
hospital
• An 80-hour limit to the work week was imposed
on New York programs shortly thereafter.
100. Medical Education
• 80-hour weekly limit, averaged over 4 weeks
• 10-hour rest period between duty periods and
after in-house call
• Maximum continuous duty period for G1s 16
hours
• One day in 7 free from patient care and
educational obligations, averaged over 4 weeks
• In-house call no more than once every 3 nights
101. Program Director Survey
• Do you think the duty-hour regulations have an
adverse impact on your ability to educate your
residents?
• 57% indicated it did
102. Resident Surveys
• Less time for formal educational activities/
conferences
• Less time for informal education
• Less time for ambulatory training
• Loss of continuity of care (more handoffs)
• Less time at bedside
103. Medical Education
• Fundamentally, social media tools serve two
educational goals
• Facilitate asynchronous geographically
disparate encounters
• Facilitates Social Constructivism: Learning
where individuals engage around a task or
problem
104. Medical Education-Four Cs
• Content-Rapid and transparent online access
• Creation-Just as in health care, scalable
leveraging occurs in learning as well
• Connection-Networking, facile in practice begins
in training
• Collaboration-Participate where patients,
providers, fellow learners and educators are
105. Medical Education
• Closed Facebook group for a medical resident
clinic-fosters group expectations and notification
• Tweeting national meetings: Leveraging
education and networking opportunities
106. Medical Education
• Discussion Forums-SDN-40,000 active
members, over 2 million unique visits and 12
million page views monthly
• Wikis-Resident created and curated
• Blog-Asynchronous education with social media
feedback
107. Medical Education
• Fundamentally, our learners represent the first
generation raised in an online era, mp3, iPad,
iPhone and Twitter; and our educational
recruitment, engagement and training must
reflect this
113. Information Overload
• PubMed-21 million citations, one new/min
• Over 200 Cardiology journals
• 324 active diagnoses
• Increasing online transparency and access
• Does transactional clinical care pass the straight
face test?
114. Not just information overload….
Direct Care-20%
Documentation-35%
Assessment/
Vitals-7%
Medication-17% Care Coordination-21%
JONA, 39, 6:266-275
115. Moral Imperative
• Is it any wonder that 61% of us have sought
knowledge and support online?
• The value of that interaction is purely dependent
on two factors: access to the conversation and
the quality of the knowledge shared
116. Moral Imperative
• Yet, all too often, care providers are absent from
the patient conversations
• “Don’t want to be sued!”
• “Who will pay for my time online?”
• “What about HIPAA?”
117. Moral Imperative
• We are all the lived experts of our own disease
• Media are evolving to the point that we all have
access to the same shared knowledge
• Providers can be partners with patients and walk
with them on their journey online and offline
• Providers can help shape the conversation,
leverage information and ensure that credible
content is available when patients need it
118. Vaccine Hesitancy
• Efficiency
• Each discussion averages 5-10 mins
• By 24 months, 14 vaccines in 8 visits
• Liability
• Several law suits brought by parents whose
children suffered from vaccine refusal
119. Vaccine Hesitancy
• Risk
• 13 years since Wakefield, dramatic drop in
MMR vaccination in EU with a marked
increase in measles and mumps
• 2011-major measles outbreak in 33 EU
countries, including 10,000 in France alone
• US-80% of primary care providers report 1
vaccine refusal per month; 8% of providers
report 1 in 10 parents refused vaccine
120. Moral Imperative
• Physicians must partner with patients in content
creation, curation and decision making
• Leverage the content, leverage the
conversation, leverage the good
121. Moral Imperative
• Start small-begin with meaningful transactions
• Good content made available to willing
patients
• Develop clear training (2010 only 10% of
medical schools offered social media policies)
and clear guidelines for engagement
122. Moral Imperative
• Advocate for those who may be excluded
• Remember the access angels, libraries,
houses of worship
• Consider mobile capable information
• Remember the disabled and chronically ill
• Remember those with rare disease who
geography isolates
132. Mayo Clinic Center for Social Media
• Our Raison d’etre: 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.
133. 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
• Industry members eligible to join, but not
accepting industry grant funding
• >110 member organizations
134. A Sample of Network Members
• American Hospital Association
• Radboud University Nijmegen Medical Center
• Jamestown Hospital
• National Cancer Institute
• HCA
• Vanderbilt University Medical Center
• University of Michigan Medical Center
• See Full List at http://socialmedia.mayoclinic.org/
network/
135. For Further Interaction:
• socialmediacenter@mayo.edu
• http://socialmedia.mayoclinic.org
• @LeeAase and @FarrisTimimi on Twitter
• Keep tweeting at #HCSMNY