Post on 07-Jan-2017
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…
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
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
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
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