Lee AaseDirectorMayo Clinic Center for Social MediaMay 14, 2013

Helping Residents Understand and Manage Social Media: The Dos and Don’ts

About Lee Aase (@LeeAase)

• B.S. Political Science, Chemistry minor

• 14 years in politics and government at local, state, national levels

• Mayo Clinic since April 2000• Media relations consultant• Public Affairs Manager (2003-2010)• Director, Center for Social Media since July

2010

The book on social media in health care...

• Essays from 30 Thought Leaders

• The “Why?” of health care social media

• Available on Amazon and discount bulk orders

• http://mayocl.in/OGvNCx

• Net proceeds fund patient scholarships#MCCSMbook

Key Points• Social media platforms are part of a

communications continuum

• Social media platforms make the power of the printing press and TV/radio broadcasting available to anyone

• Used properly, social media platforms can be powerful tools with amazing benefits for patients and society

• Power tools used carelessly can maim - privacy, reputations, professional esteem

Agenda• A brief history of social media at Mayo Clinic

• Examples of constructive application of social media in health care context

• Guidance on appropriate use and examples of misuse

• Inspiration

A Brief History of Social Media at Mayo Clinic

Answering a burning question...It all started with a tornado...

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Mayo Clinic’s First Social Networkers

Social Networking is part of the @MayoClinic DNA and is fundamental to health care

Mayo Clinic Medical EdgeSyndicated News Media Resources

First Foray in “New” Media

• Existing Medical Edge radio mp3s

• Launched Sept. ‘05; 8,217% download increase

My First Blog Post - 7/30/06Lines from Lee

Beyond the Hypochondriac Feed Recovering 99.41% for the 1-2%

• Required almost no incremental MD effort• Process change - microphone on physician

and interviewer• 90 minutes of editing per interview• More than 200,000 “hits” and 62 comments on

Dr. Fischer’s podcast

Involuntary Social Networking Presence:http://myspace.com/mayoclinic

Facebook: 11/7/07

YouTube: Feb. ’08 The Revolutionary impact of consumer-grade video

Joining The Blog Council• Membership organization of blogging

“companies”

• Typically Fortune 500 members• Coca-Cola, P&G, Wells Fargo, etc.• Mayo Clinic, Kaiser Permanente, U.S. Navy

among “non-traditional” members• Now SocialMedia.org

Dramatically increased number of videos and depth of content @MayoClinic on Twitter: 4/29/08

The $4-a-month online newsroom

Sharing Mayo Clinic - Jan. 2009 Let’s Talk “site” - May 2008

Yammer - Feb. 2012

The Continuity and Discontinuity of Social Media Platforms as Communication Tools

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Patient Word of Mouth

2009 Patient Brand Monitor, n=900

• 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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Sources Influencing Preferencefor Mayo Clinic

Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic;*differs significantly from Q2-2010

5

5

13

25

26

29

33

48

62

82Word of mouth

News stories

Hospital ratings

Internet

MD recommendation

Personal experience

Advertising

Direct mail

Social media

Insurance plan2010 study (n=119)

Social Media combines the reach of mass media with the impact of a personal recommendation

For most of the 20th Century... Every day these guys would define the news...

... while local affiliates and newspapers sold access to audiences at monopoly prices But then Ted Turner Revolutionized TV...

...and one of these guys invented the Internet...Because of that, information and the means of news dissemination were democratized...

...ordinary people could broadcast news and even help solve crimes...

...and videos like this could get 11 million views in less than a week - Dead Giveaway

Facebook went public at 20X value of WSJ

0

27.5

55.0

82.5

110.0

0

27.5

55.0

82.5

110.0

Value

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

Gutenberg: Global Mass Literacy Zuckerberg: Global Mass Publishing

Used as directed (or with creative “off-label” application), social media can contribute to better health and health care

Dr. Sreenivas Koka

Unique Myelofibrosis Patients

0

100

200

300

400

0

100

200

300

400

2008 2009 2010 2011

MCF MCA

Discovery by Richard Berger, M.D., Ph.D.Ulnotriquetral (UT) Ligament Split Tear

Jayson Werth’s Experience

USA TodayUSA TodayUSA TodayNov 12, 2009

3031031-7

Last Friday

3031031-9

Less than 24 hours after my initial appointment, I not only had a new diagnosis - a UT split tear - but had surgery to correct the problem. As I write this, my

right arm is in a festive green, but otherwise annoying cast. The short-term hassle, however,

should be more than worth the long-term gain - the potential for a future without chronic wrist pain. A

future, that without Twitter and those in the medical community willing to experiment with new

communications tools, might not exist for me.

3031031-10

Spontaneous Coronary Artery Dissection

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SCAD?

Findings being published inMAYO CLINICPROCEEDINGSSeptember 2011 issue

http://annals.org/article.aspx?articleid=1675927

Position #1Use of online media can bring significant educational benefits to patients and physicians, but may also pose ethical challenges. Maintaining trust in the profession and in patient-physician relationships requires that physicians consistently apply ethical principles for preserving the relationship, confidentiality, privacy and respect for persons to online settings and communications.

Position #1 Points of Emphasis• The FSMB specifically discourages physicians from

“interacting with current or past patients on personal social networking sites such as Facebook”

• The ACP and the FSMB recommend against [airing of frustrations and “venting” in online forums], even among close contacts, as it may be disrespectful and undermine professionalism.• Criticizing late-arriving patients• Disparaging patients for not adhering to behavior

changes (e.g. diet, weight loss) can undermine trust in the profession.

• Importance of maintaining patient confidentiality

Smart People Do Dumb Things on Social Media

Smart People do Dumb Things on Social Media

Professionalism and Privacy Mommy_Doctor v. Dr. V

Professionalism and Privacy Challenges of Social Media• Generation of “lifecasters”

• “Share immediately” mindset often Includes what happens at work

Position #2

The boundaries between professional and social spheres can blur online. Physicians should keep the 2 spheres separate and comport themselves professionally in both.

Position #2 Points of Emphasis• Physicians should not “friend” or contact patients through

personal social media

• Physicians should familiarize themselves with the privacy settings and terms of agreements for social media platforms to which they subscribe, and they should maintain strict privacy settings on personal accounts.

• The public availability of online medical class skits, songs, shows and other material previously intended for sharing in private, physician-only audiences has called into question these traditions....Consideration should be given to how patients and the public would perceive the material and what effect this may have on the individuals involved as well as their institutions and the medical profession.”

Challenges of Social Media• Blurring of professional/personal lives

• Most social media sites encourage sharing of info about professional lives

• Difficult to separate what happens at work from other events in your life

• Difficult to not reveal where you work• Many challenges when lawful personal conduct is

in tension with professional expectations• Particular challenge in professions such as

healthcare/legal with high ethical expectations

Position #3

E-mail or other electronic communications should only be used by physicians in an established patient-physician relationship and with patient consent. Documentation about patient care communications should be included in the patient’s medical record.

Position #4

Physicians should consider periodically “self-auditing” to assess the accuracy of information available about them on physician-ranking Web sites and other sources online.

Position #5

The reach of the Internet and online communications is far and often permanent. Physicians, trainees, and medical students should be aware that online postings may have future implications for their professional lives.

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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.

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A Catalyst for Social Media

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

• Dues based on organization revenues• Industry members eligible to join, but not

accepting industry grant funding

• >140 member organizations

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Training video for Residents...

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Coming Friday: Training Video for All Mayo Clinic Staff

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Check out the Free Resources

For Further Interaction:• Google Lee Aase or SMUG U

• @LeeAase on Twitter

• socialmediacenter@mayo.edu

• http://network.socialmedia.mayoclinic.org