accelerating the social media revolution

John WestonChief Marketing Officer, Mayo ClinicOctober 23, 2013

Welcome to Mayo Clinic

Countries Represented Social Media Week at Mayo Clinic• Australia• Canada• Czech Republic• China• Japan• Mexico• The Netherlands

• 35 States• 453 Electoral Votes

Lee Aase and Farris Timimi, M.D.Mayo Clinic Center for Social MediaOctober 23, 2013

Accelerating the Social Media Revolution

Ground Rules for #MayoRagan• Please do NOT:

• Put your mobile devices in airplane mode or • Put them away

• Failure to make eye contact is not rude as long as you’re tweeting

• Use #MayoRagan hashtag• We’re @FarrisTimimi and @LeeAase

Prologue: A Story that Demonstrates the Power of Social Platforms• Presentation at Community 2.0 conference in

San Francisco on May 12, 2009• Attendance approximately 200

• Somebody tweeted something like “Hey @GuyKawasaki, @LeeAase just mentioned you in his presentation” and included the link to my presentation, which I had uploaded to Slideshare.net

Behold, the Power of Slideshare...

Slideshare.net: YouTube for PowerPoint

GSM 110: Mayo Clinic’s Social Media History

Agenda• Review some milestones and the “Why?” of

Mayo Clinic Center for Social Media and the Social Media Health Network

• Highlight recent developments and evolution• What it all means for you

• Lessons • Applications• Opportunities

• Words to live by...

From Mayo Clinic Center for Innovation:Think Big. Start Small. Move Fast.TM

An Email from Dr. John Noseworthy,Mayo Clinic President and CEO

• Paraphrased version: “I know we’re doing a lot in social media, but have we considered whether a bigger investment is warranted?”

• Dr. Noseworthy endorsed concept of Center for Social Media in January 2010

• Planning team gathered from across Mayo

• Announced Mayo Clinic Center for Social Media in July 2010

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.

©2011 MFMER | slide-40

A Catalyst for Social Media

Social Media Health Network• Membership group associated with Mayo Clinic

Center for Social Media

• Dues based on organization revenues

• Individual and associate memberships now available

©2011 MFMER | 3139261-

Dr. Noseworthy at #MayoRagan 2011

More #MayoRagan Historical Highlights...

Know Your Numbers

Principles• We don’t do all of the social media for Mayo

Clinic. We provide advice, training and DIY platforms.

• We identify opportunities for application of social technologies with potential impact at Mayo Clinic

• Through the Social Media Health Network, we make resources available to health care peers and lead projects for the general good and to serve patients together

THE Book on Social Media in Health Care - Launched at #MayoRagan 2012

• 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)

Employee Access Task Force of Social Media Health Network• Established at Oct. 2011 Member Meeting

• Survey to estimate prevalence of -- and identify key reasons for -- blocking launched at #MayoRagan 2012

• Online survey promoted in social media and open through Jan. 2, 2013

• 320 responses received• Journal manuscript in submission process

Does your organization maintain an official presence on...

0 25 50 75 100

Facebook

Google+

LinkedInPinterest

TwitterYouTube

Are employees able to access social networking sites from their computers connected to the corporate network?

36%

19%

45%

AllNoneSome

If not blocking, has access always been available or was a decision made to open?

63%

37%

Always OpenFormerly Blocked

If access is open, characterization of problems experienced due to access

47%

9%

44%

NoneModerateMinor

If access is open, is your organization actively considering restricting access?

4%

74%

22%

YesNoUnsure

For those organizations that block, which sites are blocked?

0 25 50 75 100

FacebookGoogle+LinkedIn

DropBoxTwitter

YouTubeSkype

Yammer

What are the main reasons for blocking access to these sites?

0 25 50 75 100Network Bandwidth

Network Security

Employee ProductivityPrivacy/Professionalism

Legal LiabilityOther

Observations• A majority (64 percent) of organizations block

most or all employee access• Top reasons for blocking: Concerns about

employee productivity (81 percent), HIPAA or Professionalism (67 percent) and Network Security (61 percent). Bandwidth (34 percent) was a minor concern.

• Of open organizations, about a third were formerly blocked. 90 percent report no problems or minor problems related to openness and only 5 percent are actively considering restrictions.

Next Steps• Submission of survey findings for journal

publication• Review/modification of final draft of Employee

Access White Paper addressing reasons for blocking at Member Meeting

• Publication of White Paper as free Social Media Health Network resource

Why it Matters: The Pertussis Experience• With introduction of DTP vaccine, U.S. pertussis

cases declined 90 percent in 15 years, from 120,000 cases in 1950 to 6,800 in 1965.

• For 37 years, cases never exceeded 10,000/yr.

Main Points of White Paper• Social networking is pandemic in society

• Medical professionals have been less present in online health discussions, with negative consequences for human health

• Blocking doesn’t solve the problems it purports to address

• Open access, clear policies and effective education are the best solution to perceived problems and mitigate the consequences of provider absence

#SocialAtMayo - May 2013

Residency on the Road: New York City, Seattle and Dallas

2014 Social Media Residency CohortsJanuary 20-21 Arizona

February 12-13 Florida

May 12-13 Minnesota

September 15-16 Arizona

October 20-21 Minnesota

November 10-11 Florida

Social Media Fellows Program

Platinum Fellow Class of 2013• Ed Bennett

• “e-Patient Dave” DeBronkart• Meredith Gould

• Wendy Sue Swanson, M.D.

• Bryan Vartabedian, M.D.

Dabo Health Update• Introduced free version at #MayoRagan 2012• Free version uses CMS quality data• Mayo Clinic pilot nearing completion - real-time

data from EMR in hospital heart failure practice• Design-driven changes based on user feedback

• “Like” became “Agree”• “Best Practice” became “Learn”

• Conversations around cost and quality measures and ideas for improvement suggested

• Disclosure: Mayo Clinic minority equity in Dabo

©2011 MFMER | 3139261-

Evolution of Community Capabilities

MCCSM Site: Version 1.0

CareHubs Collaboration• Paul Speyser phone call on joining Social Media

Health Network• Dues barter for programming help• Have gathered user feedback at Social Media

Health Network member meetings each year• Moved to CareHubs about 2 years ago

MCCSM Version 1.5

SMHN Version 1.5

Levels of Access• Visitor - Anyone with a browser• Guest - Free account for additional access and

commenting• Various Members

• Organization employees• Individual• Associate Members

• Patient Advocate• Student• Academic Faculty

Mayo Clinic News Network

Examples of Other Mayo Applications• Traumatic Brain Injury Community - CONNECT

Trial• Dan Abraham Healthy Living Center • Sharing Mayo Clinic• http://individualizedmedicineblog.mayoclinic.org/• http://blog.centerforinnovation.mayo.edu/

Online Newsroom Progression• Domain Mapping to News blog hosted on

Wordpress.com• One generic password per post - password

removed after embargo lifts• Video, audio files on DropBox for download• Unlisted streaming video on YouTube

• Clone of Social Media Health Network site• Individual accounts for journalists• Visitor access gives public access to non-

embargoed posts• HD files and Brightcove CDN for video

An email from last week...

I’ve  been  a  bit  of  a  skep0c  of  the  NN,  and    more  specifically,  who  picks  up  our  content.  No  more.  WCCO  (the  No.  1  TV  news  sta0on  in  TC)  did  a  piece  on  the  speech  disorders  &  teachers  study  last  night.  They  didn’t  contact  us  –  or  even  tell  us  they  were  going  to  do  a  piece.  They  pulled  language  from  the  NR  and  bites  from  the  NN  and  did  a  story  that  was  almost  4  minutes.  This  was  completely  unbeknownst  to  me  or  anyone  else  on  the  media  team.  Turned  out  wonderful.  Here’s  the  link:hJp://minnesota.cbslocal.com/2013/10/15/mayo-­‐study-­‐teachers-­‐more-­‐likely-­‐to-­‐develop-­‐speech-­‐disorders/  

Skep0cal  about  the  NN?  No  more.  This  is  proof  that  it  works.  Nick

Downloads only for registered journalists

News Network Skeptic = Twitter Chat Champion

Curriculum Post on Twitter Chats

Bringing Unity to the Stories

Mayo Clinic Patient Stories Background• Word-of-mouth traditions

• MayoClinic.org patient stories began circa 2000• Mostly written by freelancers, relatively costly• Targeted to marketing priorities

• Sharing Mayo Clinic launched Jan. 2009• Facilitated submissions

• Flip video shot while on campus• Word document submitted via email• Standard HIPAA authorization• >150 stories per year

Two Patient Stories Projects in 2012• Combined “Legacy” and Sharing stories

• Brought Legacy stories to Sharing Mayo Clinic• Tagged according to relevant diseases or

conditions• Brought tag feed into .org disease pages

©2011 MFMER | 3139261-

©2011 MFMER | 3139261-

©2011 MFMER | 3139261-

Project Benefits• Large number of disease pages now have

relevant stories instead of undifferentiated ones

• Doubled traffic to Sharing Mayo Clinic

• Created framework for bringing news releases from Mayo Clinic News Network into integrated Web site

Two Patient Stories Projects in 2012• Combined “Legacy” and Sharing stories

• Brought Legacy stories to Sharing Mayo Clinic• Tagged according to relevant diseases or

conditions• Brought tag feed into .org disease pages

• Bazaarvoice stories module for true UGC• Platform used by many Fortune 500

companies• Moderation by Bazaarvoice staff

©2011 MFMER | 3139261-

©2011 MFMER | 3139261-

Strengths/Weaknesses of Program• Strengths

• Vendor credibility• Vendor moderation/approval

• Limitations/Weaknesses• Could not target to specific diseases or

conditions• Separation of stories into two streams• Could not edit submissions in any way• Stories less substantial, less focused• More non-Mayo disease stories

Edit the post

Benefits of New System• All stories unified on Sharing Mayo Clinic

• All stories tagged for .org disease pages

• Integration into blog monitoring/moderating

• Reasonable editing/linking of posts enabled

• Significant Savings

Another improvement from 2012...

Health Care Social Media List

Change in Emphasis for Social Media Health Network Membership• Membership initially limited to organizations and

their employees

• Anyone with email from domain of member received full access

• What about the lonely pioneer?

Network Membership Plans and Benefits• Individual Membership

• Full access to all curriculum and resources• Members-only discussion groups• Points (virtual currency) plus 25 percent

discount on event/course registration• Social Media Fellows Program opportunity

• Organizational Membership• Individual memberships for all employees• Premium HCSML listing• Points to distribute among employees

Basic Listing for Non-Member Organizations

Premium Listing for Organization Members

Discounts and Opportunities• Individual Members

• Ragan Training Site (save $500)

• Organizational Members• Early Dabo Opportunities• Discounted CareHubs community hosting• Host Social Media Residency

Ragan Training Site - $500 Discount for Social Media Health Network members

2014 Social Media Residency CohortsJan. 20-21 Arizona July ???

Feb. 12-13 Florida August ???

March ??? Sept. 15-16 Arizona

April ??? Oct. 20-21 Minnesota

May 12-13 Minnesota Nov. 10-11 Florida

June ??? December ???

Membership OptionsMember

TypeOrganization Size

(Annual Revenue)Annual Dues

Included Points

Individual Equivalents

Individual NA $495 250 1

Tier I < $10M $1,000 500 2

Tier II < $500M $2,000 1,000 4

Tier III < $1B $4,000 2,000 8

Tier IV <$2B $6,000 3,000 12

Tier V >$2B $8,000 4,000 16

Associate Membership Opportunities• Full access to all curriculum and resources

• Members-only discussion groups

• No points included but eligible for 25 percent discounts when purchasing

• Categories include• Patient Advocates - $45/year• Students - $45/year• Academic Faculty - $95/year

Today’s News

#FutureOfHealthcare Blog

Alliance Health Community - July 2011

Top 10 Advantages for Users• Curated News on Front Page - highlights our

Mayo Clinic news stories• Convenient Access: Twitter/Facebook log-in• Mayo Clinic Global Navigation banner• Connection to other Mayo Clinic communities

with same username/password or social log-in • Groups based on specialties or particular

diseases, with flexibility to be open or closed, and with Resources tab

Top 10 Advantages for Users (continued)• Responsive design for best tablet and

smartphone experience• Post by email reply • Calendar of events• Daily/Weekly digest emails• HIPAA compliance

Mayo Clinic Connect Applications for You• Mayo Clinic staff

• Join Mayo Clinic Connect• Consider

• Moderating/creating a group• Separate but related community sites

• Everyone Else• Join Mayo Clinic Connect• Participate in groups• Consider custom-branded community that

matches your main Web site

Top Three Action Steps• Mayo Clinic staff

• Join Social Media Health Network• Join Yammer (and Social Media at Mayo group)• Contact our team for consultation on potential

social applications in our work• Everyone Else

• Create free Guest account in Social Media Health Network

• Claim or create your organization’s HCSML listing

• Consider joining Social Media Health Network

Lessons and Observations• Sometimes the perfect can be the enemy of the

good. Take the side of the good.• Follow the Mayo Clinic Center for Innovation

Motto: Think Big. Start Small. Move Fast.TM

• Iterate until it’s great.

• Accelerate.

For Further Interaction:• @LeeAase or @FarrisTimimi

• For Social Media Health Network information• http://network.socialmedia.mayoclinic.org/

mccsm/joining-the-network/

• Contact Mayo Clinic Center for Social Media • By email: socialmediacenter@mayo.edu • By phone: 507-538-1091