3. 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)
4. 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
5. 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...
50. 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
51.
52. Email from Dr. John Noseworthy
August 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
53. 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.
55. 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
56.
57. 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
58. 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
59.
60.
61. 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: $?
62. 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.
63. 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
64.
65. Key Elements
• All policies apply in social media, too
• Privacy
• Mutual Respect
• Computer use
• Generally don’t “friend” patients
• Remember the “front page” rule
67. 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
68. Two Things Patients Seek Online
• Trustworthy information from knowledgeable
sources
• Support and community
79. 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