why does mayo clinic engage in social media
DESCRIPTION
Presentation for Doctors 2.0 and You conference in Paris, June 2011 - Presented by Victor Montori (@vmontori), medical director of Mayo Clinic Center for Social Media (#MCCSM)TRANSCRIPT
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On being socialA 100-year-old Mayo Clinic 2.0 commitment
Victor Montori, MDMedical Director
Mayo Clinic Center for Social Media
Rochester, Minnesota, USA
@vmontori | [email protected]
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Outline
• New research: social networks and their impact on people
• Old facts: the rise of the Mayo Clinic• Enduring values• What now?
– Mayo Clinic Center for Social Media– Social Media Health Network
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Social Networks and Homo
• The experience of the individual depends on the position of the individual on the network, the structure of the network, and what flows through it.
• What flows thru networks must be good• Good requires networks in order to flow• Each node contributes to the network –
those most connected contribute the most.
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Mayo ClinicLocations
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Primary value of the Mayo Clinic
The needs of the patient come first.
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Mayo Clinic and Word of Mouth
• 91 percent of patients surveyed say they have said “good things” to an average of 40 people after a Mayo visit
• 85 percent say they recommended Mayo to a friend
– Advised an average of 16 to come– 5 actually came
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Sources of Information Influencing Preference for Mayo Clinic
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UT split tear
Expertise, generosity
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.
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Mayo Clinic Center for Social Media
Scale up the existing social network
Deal with challenges re: speed + reach
Professionalism and Mayo Culture
Listen to patients as co-creators
#MCCSM
http://socialmedia.mayoclinic.org
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Enhancing the signal
Must look insideStories to convey values, authentically
Setting knowledge free
Giving voice to patients
Must always learn Social Media Health Network
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Mayo Clinic Center for Social Media
9 full time (7 Minnesota, 1 Florida, 1 Arizona)
Maintain enterprise-wide content
Engage Mayo staff
Internal consulting
Social media training
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Social Media Health Network
Purpose: to learn, to share, to experience together
Extend the network based on patient-centeredness, generosity, and integrity
– Open access model– Support for a commons– Promote health, fight disease, improve healthcare
74 members from four continents– 1 Israel– 1 Netherlands– 1 Australia– 3 Canada– 68 U.S.A
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What do members get?
• Resources to speed adoption of social media
– Curriculum/Training materials– Guidelines/Policies/Job Descriptions– Technical services and support
• Conferences, webinars, member meetings• Community, blogging platform options• Member site for sharing, learning
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ConclusionsEngage, cultivate, and grow your social
networks – your experience (and the experience of your patients and those in the
network) depends on this work.
Be explicit about your values and purpose: for patient? For profit? Authentic? Spin?
Listen, try, err, learn, share, and do it together with each other, with patients
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Network with us
#MCCSM
http://socialmedia.mayoclinic.org
Curriculum: Google Lee Aase or SMUG U
Director: Lee Aase
Email: [email protected]
Twitter: @leeaase
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Social Media Health Network Events
Summit/Network Member
Meeting/Unconference
Rochester Oct. 17-19 2011
Other Events
WebinarsSocial Media Grand Rounds
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Why are we in social media?
Its our tradition to network,
and it is in the patient’s best interest.
sociamedia.mayoclinic.org