Western Surgical Association

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Social Media and the DNA of Health CareWestern Surgical Association • November 6, 2017Lee Aase, Director, Mayo Clinic Social Media Network • @LeeAase

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Disclosures: Alignment of Interests

I am a full-time salaried employee of Mayo Clinic.

I will say nice things about Mayo Clinic.

Agenda

• Mayo Clinic History as Context

• Examples of Positive Social Media Applications

• Mayo Clinic’s Newer Innovations, Priorities

• Social Media and Reputation Management

• A Hands-On Twitter Workshop - #WSA17, #WestSurg17

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Why?

“(In 1905) McClure’s Magazine…recounted the story of that country doctor and his brother, and of St. Mary’s Hospital, which handled more surgical cases annually than any other hospital in the United States, more than even the great Johns Hopkins.”

(The Doctors Mayo, Helen Clapesattle, p. 289)

Mayo Clinic’s Original 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 Doctors Mayo, Helen Clapesattle, p. 405)

Countries Dr. Will Mayo Visited

Countries Dr. Will Mayo Visited

Austria Denmark Ireland ScotlandAustralia England Italy SwedenArgentina Fiji Mexico SwitzerlandBelgium Finland New Zealand UruguayCanada France Norway

Chile Germany PeruCuba Holland Russia

The Surgeons Club

… and is part of the DNA of healthcare!

Social Networking is part of Mayo Clinic’s DNA…

Social Media = Digital Social Networking

Once Upon a Time, Three Networks Dominated the Media Landscape in the United States

Every day, these guys would define the news…

... while local affiliates and newspapers sold scarce audience access at monopoly prices

Then one day Ted Turner launched the cable TV revolution...

And one of these guys invented the Internet...

The means of news production and distribution were democratized...

Twin revolutions fragmented audiences, causing major economic upheaval

• Hundreds of cable channels, exponential growth in Web sites

• Mass media came under economic pressure leading to

• Demise of TV doctor

• Papercuts

Until finally, the Big 3 TV share of audience crashed...

Big Three Others

Facebook went public at 20x the value of The Wall Street Journal…

WSJ (2007) ABC (1995) Facebook (2012)

…and has more than quadrupled since 2012

WSJ (2007) ABC (1995) Facebook (2012) Facebook (2017)

Market Capitalization Perspective

Facebook Walmart

Learning the Laws: Moore’s and Metcalfe’s

Eye (or Ear) Openers to Digital Opportunities

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From Syndicated Media……to “New” Media (Podcasting)

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Involuntary “Representation” in Social Networksmyspace.com/MayoClinic

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Adopting Free Platforms and Low-Cost Tools

• 2007 - Facebook• 2008

• YouTube• Flip Cameras• Twitter• Blogs

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Information Sources Behind Preference for Mayo Clinic

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Five Examples of Beneficial Applications

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Amplifying Word-of-Mouth

• 91% said “good things” about Mayo Clinic after visits• Average of 43 heard “good

things”

• 86% recommended Mayo Clinic• Average of 24 advised to

come• Average of 6 actually came

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Cost-Effective Knowledge Sharing and Reputation Enhancement

Increasing Patient Volumes

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Unique Myelofibrosis Cases

MCF MCA

Accelerating Knowledge Diffusion among Patients and Medical Professionals

UT Split Repair Procedures

Reducing the Burden of Disease Everywhere

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A 3-Part Blog Series For Further Exploration:

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Adopting Evolving Technologies

Facebook Live

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Developing Deeper Relationships

65@colleen_young

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68More about Connect Moderators and Volunteer Mentors

Mayo Clinic Connect Mentors

Mayo Clinic Champions: Patients and Staff

The Surgeons Club for Social Media in Healthcare

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The 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.

FREE Basic membership: socialmedia.mayoclinic.org

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FREE Resources via MCSMN Basic Membership• Essays from 30 thought

leaders• The “Why?” of social

media in health care• Free PDF, Kindle versions• Contact us for bulk hard

copy discounts

#MCSMN: A Catalyst for Health Care Social Media

• Guidelines

• Best Practices

• Platforms

• Training

• Consultation

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Mayo Clinic Social Media Guidelines1. All policies apply in social

2. Speak for yourself

3. Be professional

4. Be transparent

5. Practice mutual respect

6. Get your work done

7. Don’t “friend” patients

8. Don’t “friend” direct reports

9. Don’t endorse for Mayo

10. No Mayo logo or name

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Social for Healthcare Certificate from Mayo Clinic and Hootsuite3.5 AMA PRA Category 1 CreditsTM Available

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Next Up: Reputation Management

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Twitter Workshop

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Why Twitter?

▪ Manage your online reputation▪ Stay up-to-date on news in your niche(s) ▪ Establish thought leadership▪ Connect with colleagues▪ Generate demand▪ Enrich your life

Twitter – an Introduction

▪ Microblogging site▪ 140 characters to scintillate/engage▪ Excludes photos, videos, GIFs, polls, quote Tweets and

user names▪ 974 million accounts, ~25% MAU▪ >500 Tweets per day

Anatomy of a Tweet

Top Tips

▪ Two hashtags/Tweet maximum▪ Use Correct hashtags (i.e., Symplur)▪ Use images and video for greater visibility▪ Include links when appropriate▪ Avoid bunching Tweets▪ Be aware of short half-life (i.e., repeat)

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https://www.symplur.com/healthcare-hashtags/

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Hashtag Complications

Lists – Get Organized!

▪ Public or private▪ Organize accounts to

follow (location, function, topic)

▪ Don’t have to follow someone to create a list

▪ Can follow lists created by others

Direct Messaging▪ Private conversation▪ 1 to 1 or to a group▪ Everyone in the group

can see even if they don’t follow

Share Links Tweets containing links get 86% more retweets than regular tweets.

Twitter Chats

▪ Find & Build Communities▪ Monitor Market Trends▪ Educate, Support & Inform▪ #HCSM, #MedED, #HCLDR▪ Top tip: Use Symplur.com

Add Video Twitter is prioritizing video higher in the news feed.

Four Ways to Maximize Twitter Benefits• Tweet links (with commentary) to journal articles

• Follow judiciously (or create lists)

• Make connections at scientific meetings

• Use Buffer, Tweetdeck or Hootsuite for efficiency

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Twitter-Enhanced Q&A/Discussion

1.Tweet your questions or comments using #WestSurg17 and #WSA17 hashtags, or

2.Go old-school and join in verbally