Using Social Media to Improve the Patient Experience

Lee Aase (@LeeAase) Center for Social Media, Mayo Clinic

KaSCO Fall Membership Conference • October 29, 2015

Disclosures• I do not intend to discuss an off-label use of a product

during this activity • I have not had any relevant financial relations during

the past 12 months to disclose • I am a full-time salaried employee of Mayo Clinic and

will say nice things about my employer

Agenda• Describe the role of social networking in the

development of Mayo Clinic • Demonstrate continuity of online social media tools

with more established means of communication • Illustrate practice development and patient experience

benefits of applying social and digital tools • Build confidence in your ability to safely and

effectively deploy social tools in your practice

One More Reason You Can Do This…

http://www.slideshare.net/LeeAase/kansas-society-of-clinical-oncology-on-social-media

Social Networking in the Origins and Development of Mayo Clinic

Inventing the Group Practice of Medicine and the Unified Medical Record

Mayo Clinic Today• Over 1.3 million patients come to Mayo Clinic from

every U.S. state and about 150 countries every year • More than 20 percent travel more than 500 miles • 4,200 Physicians/Scientists among 60,000 employees • $900 million Research & Education budget • Over 127,000 participants in Mayo Continuous

Professional Development courses • Campuses in Rochester, Minn., Jacksonville, Fla. and

Phoenix-Scottsdale, Ariz.

U.S. News Best Hospitals Metro Populations

Answering a Burning Question…

Mayo Clinic’s First Social Networkers

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

Information Sources Influencing Preference for Mayo Clinic (2010)

Social Networking is part of the Mayo Clinic DNA and is fundamental to health care

From Syndicated Media…

… to “New” Media (Podcasting)

Involuntary MySpace “Representation”

Involuntary MySpace “Representation”

Accelerated Adoption of Free Platforms and Low-Cost Tools• 2007 - Facebook • 2008 • YouTube • Flip Cameras • Twitter • Blogs

• 2009 • Sharing Mayo Clinic • Yammer

Telling the Patient Experience Story

Improving the Patient Experience

Sharing In-Depth Knowledge

Unique Myelofibrosis CasesMCF MCA

Speeding Knowledge Diffusion

UT Split Repair Procedures

Gaining CEO Support

Mayo Clinic Center for Social Media• The Mayo Clinic Center for Social Media (#MCCSM)

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.

• Make resources developed for Mayo Clinic staff available to peers via Social Media Health Network.

A Catalyst for Social Media

• Membership group associated with #MCCSM • For those who want to use social media to promote

health, fight disease and improve health care • Basic membership is free, with Premium options for

individuals and organizations

Social Media Health Network (SMHN)

Social Media Health Network

Membership Options

THE Book on Social Media in Healthcare

• Essays from 30 thought leaders • The “Why?” of social media in

health care • Available on Amazon and

discount bulk orders on CreateSpace (with offer code Z4L7DBSN) • Free PDF, Kindle versions for

Basic Members

• Monthly Webinars (and archives) • Member Discussion forums • Online Learning Modules • Resources and Templates • Discounts on In-Person Events

SMHN Premium Member Benefits

Patient-to-Patient Communities

Interactive Webinars

Interactive Webinars

#StrongArmSelfie Campaign

#StrongArmSelfie Campaign

#StrongArmSelfie Campaign

#StrongArmSelfie Campaign

Private Patient Education Sites

Periscope Q&A

• One-day crash course • Intro to tools and hands-on

experience • Strategic framework for

application

Social Media Residency

• More than the absence of faux pas • Moral responsibility for constructive engagement • Understanding tools • Thinking strategically about application • Policies/Guidelines, Training necessary

Social Media and Professionalism

http://socialmedia.mayoclinic.org/mayo-clinic-employee-social-media-guidelines/

http://socialmedia.mayoclinic.org/social-media-basics-certification/

Five Tweetable Truths

• Social Media make word-of-mouth spread farther and faster by eliminating inertia and friction

• You’re being represented on social media whether you like it or not; your only choice is whether to join the conversation

• Creating a great patient experience is the best way to have positive social media buzz

• Your employees create the patient experience every day; social tools extend their reach beyond face-to-face

• Social media isn’t a marketing campaign; it’s a way of life

For Further Interaction:

• Google Lee Aase or #MCCSM • @LeeAase on Twitter • socialmedia.mayoclinic.org • socialmediacenter@mayo.edu