Slides for my August 19, 2014 presentation at the #TTHC2014 CME conference at Mayo Clinic - "Sustaining Trust in a Technology-Driven Health Care World"

1. Lee Aase
Director, Mayo Clinic Center for Social Media
August 2014
The Case for Social Media in
Professionalism

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. Agenda
• Why professionals must consider implications of
social media in health care
• Threats and opportunities presented by health care
social media
• Self-interested and altruistic reasons for becoming
engaged in social media
• Guidelines for safe engagement

4. ©2011 MFMER | 3139261-

6. Our Changing
Society in Two
Videos

7. Just 20 years ago...

8. Social Media Revolution Video

9. Internet, Mobile and Social Networking by
the Numbers
• 87% of U.S. adults use the Internet
• 91% own a cell phone; 63% use mobile Internet
• 78% of Internet users watch online videos
• 72% looked online for health information within
the past year.
• 7 in 10 have a profile on a social networking site
•Facebook 67%
•Twitter 16%
•Instagram 13%
•Tumblr 6%
Source: Pew Internet & American Life Project

10. What do patients
find when they
Google you?

12. The Solution
To Pollution
Is Dilution
Hat Tip: @Sernovitz

13. Four Ways to Manage Your Online Reputation
• Claim and update your profile on Doximity.com
• Upload an introductory video on YouTube
• Create a LinkedIn account
• Create a Twitter account

14. Twitter Bonus: Chats Create Connections
• Twitter: Social Media’s Gateway Drug
• See Symplur.com for healthcare hashtags list
• Disease-oriented discussions, e.g.
•#BCSM
•#Diabetes
•#SickleCell
• Professional or blended discussions
•Conference hashtags such as #TTHC2014
•#MedEd

15. Introductory Video Case Study:
Ruben Mesa, M.D. and Myelofibrosis

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

18. What is medical professionalism?
• American College of Healthcare Executives...
•The ability to align personal and organizational
conduct with ethical and professional standards
that include a responsibility to the patient and
community, a service orientation, and a
commitment to lifelong learning and improvement.

19. AAMC: Health Care Professionals...
• subordinate their own interests to the interests of others.
• adhere to high ethical and moral standards.
• respond to societal needs, and their behaviors
reflect a social contract with the communities
served.
• exhibit a commitment to scholarship and to advancing
their field.
• deal with high levels of complexity and uncertainty.
• reflect upon their actions and decisions.

20. AAMC: Health Care Professionals...
• evince core humanistic values, including honesty
and integrity, caring and compassion, altruism and
empathy, respect for others, and trustworthiness.
• exercise accountability for themselves and for their
colleagues.
• demonstrate a continuing commitment to
excellence.

21. Social Media Breaches of Professionalism
• Legal Departure
•Internet prescribing without an established clinical
relationship
• Ethical Departures
•Derogatory comments in a social media platform
• Practice Departure
•Tweets that represent potential patient privacy
violations

22. Ethical Departures

23. Ethical Departures

24. 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.

25. Closing Dissemination Gaps
Public Health Rep. 2006 Jan-Feb; 121(1): 97–103

26. Case Study: Solving Unexplained Wrist Pain

40. 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

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

43. Guidelines are Necessary but Not Sufficient

44. 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.

45. ©2011 MFMER | slide-40
A Catalyst for Social Media

46. 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

49. Tweetable Truths on Health Care
Professionalism and Social Media
• Social media tools do not cause lapses in
professionalism, but they can broadcast bad
behavior to a wider audience
• Social platforms ARE being used to discuss
medically related issues; absence of professionals
diminishes conversation quality
• Medical professionals can use social tools, like any
other instruments, for positive purposes
• We trust physicians with sharp instruments and
narcotics; with proper training, they can handle
Facebook and Twitter too

50. For Further Interaction:
• Google Lee Aase or MCCSM
• @LeeAase or @FarrisTimimi 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: 507-538-1092