Lee Aase Mayo Clinic Center for Social MediaMay 20, 2014

Social Media in Health Care

©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.

©2011 MFMER | 3139261-

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)

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 as you may have noticed...

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150 Years Ago

A precipitating event 19 years later...

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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

• 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)

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

My Excellent Phillies Adventure

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

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

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

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

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Health Care Social Media List

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Examples of Hospitals, AMCs

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

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

• You can help provide the former and facilitate the latter

Celiac Disease Videos

Celiac Disease Videos

http://celiacblog.mayoclinic.org/

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

For Further Interaction:• Google Lee Aase or MCCSM

• @LeeAase on Twitter or #MCCSM

• Or we could just talk right now...