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Healthy Applications of Social Media Lee Aase (@LeeAase) Director, Mayo Clinic Social Media Network July 22, 2016
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Healthy Applications of Social Media Lee Aase (@LeeAase)
Director, Mayo Clinic Social Media Network
July 22, 2016
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Today’s Agenda
▪ Mayo Clinic’s Social Networking roots and transition to Social Media
▪ Creating social media training resources for Mayo Clinic and beyond
▪ Answering your questions and building your confidence
You’ve done this before…
• B.S. Political Science • 14 years in government and politics • Mayo Clinic Communications since April 2000 • Became Media Relations Manager in 2003
• Director, Social & Digital Innovation Team and Mayo Clinic Social Media Network since 2010
About Lee Aase
• Essays from 30 thought leaders
• The “Why?” of social media in health care
• Net proceeds fund patient scholarships
• Available on Amazon and discount bulk orders on CreateSpace (with offer code Z4L7DBSN)
Comparative Populations
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▪ Every U.S. state ▪ More than 140 countries ▪ One in Five travels more than
500 miles for care
Each year Mayo Clinic patients come from
Why is this the case?
Answering a Burning Question…
Social Networking in the Origins and Development of Mayo Clinic
Mayo Clinic’s First Social Networkers
“By the end of the 1920s Dr. Will could say he had studied surgery in every town in America and Canada of one hundred thousand population or more, and had crossed the Atlantic thirty times.”
(The Brothers Mayo, Helen Clapesattle, p. 323)
Dr. William Mayo’s Travels
Countries Dr. William Mayo Visited
Austria Denmark Ireland Scotland
Australia England Italy Sweden
Argentina Fiji Mexico Switzerland
Belgium Finland New Zealand Uruguay
Canada France Norway
Chile Germany Peru
Cuba Holland Russia
Countries Dr. Will Mayo Visited
Visiting Dr. Hugh Devine’s OR in Melbourne
How Mayo Clinic got its Name…
Social Networking is part of Mayo Clinic’s DNA
September 2015: #MayoInOz
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Moving Mayo Clinic from Social Networking to Social Media
From Syndicated Media…
… to “New” Media (Podcasting)
Involuntary MySpace “Representation”
Accelerated Adoption of Free Platforms and Low-Cost Tools
• 2007 - Facebook • 2008 • YouTube • Flip Cameras • Twitter • Blogs
Information Sources Influencing Preference for Mayo Clinic (2014)
Patient Word-of-Mouth (2010)
• 91 percent of patients said “good things” about Mayo Clinic after visits
• An average of 43 people heard “good things”
• 86 percent recommended Mayo Clinic to an average of 24 other people; an average of 6 actually came.
Sharing In-Depth Knowledge and Showcasing Expertise, Empathy
Unique Myelofibrosis Cases
MCF MCA
Mayo Clinic Social Media Network
• The Mayo Clinic Social Media Network (#MCSMN) 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.
• Makes resources developed for Mayo Clinic staff available to peers, and generates revenue to support mission.
A Catalyst for Social Media
Social for Healthcare Certificate from Mayo Clinic and Hootsuite
Mayo Clinic Connect: A Community of Communities
Your Questions
What about instances in which patients want to Facebook friend their nurse or other caregiver? Seems harmless, but does it present any problems?
What about texting/messaging among healthcare providers, when the content is patient information? Is this okay? What are the rami>ications? Are there popular secure messaging systems in the healthcare industry?
What if a patient slams the care they received at a given hospital in a social media post? Should employees comment or refrain from getting into the fray?
As an employer, does a hospital ever have the right to discipline an employee for a social media post they made on their own time, even if it doesn’t involve patient privacy?
What are some emerging trends in communication technology in relation to healthcare?
A @MayoClinic First: The #ScopeScope
Facebook Live 3D Simulation Tour >160K views (80K 10-second views)
Can you say anything speci>ically about social media and rural healthcare? Smaller towns mean everyone is familiar with everyone, but also those towns are now connected to the world via social media.
Your Questions?
Social Media Residency
▪ One-day advanced course ▪ Prerequisite: Social for Healthcare Certificate ▪ Four remaining opportunities in 2016 ▪ Sept. 29 in Jacksonville ▪ Oct. 17 in Rochester ▪ Dec. 8 in Scottsdale ▪ Or in conjunction with…
15-16 November 2016 in Melbourne
A Poignant Memory: Mayo Clinic’s Octogenarian Idols
• Embedded in Sharing Mayo Clinic, posted to Facebook, Tweeted on 4/7/09
The next day...
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Early Morning May 26, 2009
Live in Studio: Good Morning America
In Memory of Marlow
For Further Interaction:
• @LeeAase on Twitter
• socialmedia.mayoclinic.org
