bringing the social media revolution to thoracic surgery
DESCRIPTION
Slides from the April 10, 2013 webinar produced for the American Association for Thoracic SurgeryTRANSCRIPT
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Lee AaseMayo Clinic Center for Social Media#AATS13 - aats.org
Bringing the Social Media Revolution to Thoracic Surgery
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Dynamic Scientific Program• Full-day Surgical Skills and Decision Making Courses
• Allied Health Personnel Symposium
• Developing the Academic Surgeon
• Working with Industry
• AATS/STS Postgraduate Symposia including:§Adult Cardiac Surgery§Congenital Heart Disease§General Thoracic Surgery§Cardiothoracic Critical Care
• 16th Annual C. Walton Lillehei Resident Forum
• Honorary and Basic Science Lectures
• Plenary Scientific Sessions
• Simultaneous Scientific Sessions including:§ Adult Cardiac Surgery§ Congenital Heart Disease§ General Thoracic Surgery§ Perioperative Care§ Aortic/Endovascular Surgery
• Emerging Technologies and Techniques Forum
• Debates on Controversies in Cardiothoracic Surgery
•AATS Learning Center featuring cutting edge Case Videos, updates on trials and the best of the Mitral Conclave and Aortic Symposium.
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Basic Science Lecture
William D. Edwards, MD
Honored Guest Lecture
The Honorable Richard B. Cheney Former Vice President of the United
States of AmericaTuesday, May 7, 2013
Mayo ClinicMonday, May 6, 2013
“Update on Surgical-Pathologic Correlates of Valvular Heart Disease”
Stimulating Guest Lectures
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Albert Starr, MDOregon Health and Science University
Sunday, May 5, 2013“The Price of Innovation”
Lee AaseMayo Clinic Center for Social MediaSaturday & Sunday, May 4-5, 2013
“Social Media and Medicine”
Sunday Luncheon Symposium Speaker Social Media Speaker
Guest Speakers
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Welcome ReceptionSunday, May 5th | 5:00 p.m. – 7:00 p.m.The unveiling of the AATS 2013 Exhibit Hall with refreshments and entertainment.
Attendee Reception at Target FieldTuesday, May 7th | 7:00 p.m. – 10:00 p.m.Tour the newly built ballpark, sample local beers with a certified cicerone and dine on
ballpark favorites with a modern twist. Featuring Mayo Clinic’s TakeTwo meets the Baby Blue Sound Collective and Friends. Dance the night away with live music, great food and libations!
Don’t Miss…
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©2011 MFMER | 3139261-
Mayo Clinic Center for Social Media• Our Raison d’etre: 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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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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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
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Webinar Learning Objectives• Participants will be able to describe various
social media platforms and their capabilities in relation to other means of communication
• Participants will be able to describe examples of concrete applications of social media to support clinical practice, education and research
• Participants will be able to discuss ways they can use social media platforms to be more effective in their work
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The Hidden Agenda• You will see the transformational power of
social media
• You will want to join the Social Media Revolution
• You will believe that using social media tools is worthwhile and that you can do it
• You will experiment with social media at the AATS annual meeting in Minneapolis
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"If you can’t explain it to a six-year-old, you don’t understand it yourself."
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Spot the analogy...
http://leeaase.me/WhatIsTheInternetAnyway
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When we don’t understand something, we instinctively look for analogies
• “What...do you write to it, like mail?”
• Humans always try to explain the unknown in familiar categories
• If you don’t create comfortable analogies your stakeholders will invent scary ones
• Good analogies • can overcome prejudice and misperception• resonate with professional/organizational
culture and DNA
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Analogies for Social Media Tools
Blogs RSS
Podcasts Social Networks
Skype YouTube
Wikis Twitter
Slideshare uStream
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Blogs• An easy-to-publish Web site that allows
comments
• Blogs in Plain English - Lee LeFever
• You read them all the time without even knowing it
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RSS = Really Simple Syndication
• An email newsletter that can’t spam you
• Lets you easily and quickly track dozens of Web sites and search queries without surfing
• Feedly.com replaces Google Reader
• Browser options and smart phone or desktop apps
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Podcasts• TiVo for audio (and also video)
• Audio podcasts - opportunity for multitasking content consumption
• Don’t need an iPod to use
• Series of segments to which you can subscribe via RSS
• iTunes free for PC or Mac
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Social Networking Sites• With a billion Facebook users, analogies no
longer needed
• Typically free or freemium, but business models vary
• External free sites like Facebook, LinkedIn
• Internal options such as Yammer, Chatter• SaaS options, e.g. Jive
• Open Source, e.g. BuddyPress with WordPress
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Wikis• Like “track changes” in Microsoft Word without
inducing strabismus
• Collaborative editing tools
• Wikipedia the most famous
• 4.1 million articles in English
• Definitive stories quickly on• 35W Bridge Collapse• Sandy Hook shooting
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YouTube
• World’s second largest search engine
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Slideshare.net: YouTube for PowerPoint
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• A group blog with extremely short stories
• A multifunction pager that uses your cell phone
• Text messaging available on phones and computers
• A river of serendipitous news
• A messaging platform in which you can control the flow
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A Story from Twitter
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Ensuing Conversation
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To paraphrase JFK...• Ask not the intended purpose of the tools
• Ask how you can apply the tools to your intentions
• No one better at this than...
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The Greatness of MacGyver• He’s from Minnesota
• Lack of resources wasn’t an insurmountable barrier to getting the job done
• He saw potential in everyday situations*
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A Brief History of Social Media at Mayo Clinic
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Mayo Clinic’s First Social Networkers
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Mayo Clinic Medical EdgeSyndicated News Media Resources
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First Foray in “New” Media
• Existing Medical Edge radio mp3s
• Launched Sept. ‘05; 8,217% download increase
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Reasons for Reluctance about Blogging• Keeping the content fresh
• Wise use of resources• Physician/Researcher• Public Affairs
• Authenticity - didn’t want to “ghost blog”
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My First Blog Post - 7/30/06Lines from Lee
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Beyond the Hypochondriac Feed
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Mayo Clinic Medical Edge TVSample Sound Bite
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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 60,000 “hits” and 62 comments on
Dr. Fischer’s podcast
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Facebook: 11/7/07
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A Pivotal Presentation
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YouTube: Feb. ’08
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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
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The Revolutionary Power of Consumer-Grade Video
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Transforming YouTube Channel
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@MayoClinic on Twitter: 4/29/08
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The $4-a-month online newsroom
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Let’s Talk “site” - May 2008
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Yammer - Feb. 2012
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A Broader Historical Perspective...
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Thesis #1: Air was the original social medium
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©2011 MFMER | slide-18
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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©2011 MFMER | slide-20
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)
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#2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
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#7: Hand-wringing about merits and dangers of social media is as productive as debating gravity
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Key Elements• All policies apply in social media, too
• Privacy• Mutual Respect• Computer use
• Generally don’t “friend” patients
• Remember the “front page” rule
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A Balanced Approach to Professionalism• Avoiding faux pas is important but cannot be
the only standard for judging professionalism in social media
• Professionalism is more than the absence of unprofessional conduct
• Professionals have a moral obligation to use available tools effectively on behalf of those they serve
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#11: Social media strategies can help make a product, service or experience better
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Dr. Sreenivas Koka
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#13: Social media tools offer unprecedented opportunity for transformational change and productivity
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Taking a page from Dr. Koka
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ROI Calculation• Time allotted for recruitment calls: 30 min
• Time to create video: 60 min
• Time saved per call: 10 min
• Calls made April-Nov 2011: 90
• Total time saved: 900 minutes (and rising)
• ROI: > 1,400%
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How could YouTube videos save time and improve communication in your practice?
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#17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)
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Total Cost for Mayo Clinic Facebook, YouTube and Twitter
$0.00Wednesday, April 10, 2013
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In the European Union, based on current exchange rates:
€0,00Wednesday, April 10, 2013
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#18: As I approaches zero, ROI approaches infinity
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Unique Myelofibrosis Patients
0
100
200
300
400
2008 2009 2010 2011
MCF MCA
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#21: Technology makes things possible. People make things happen
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Spontaneous Coronary Artery Dissection
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©2011 MFMER | 3139261-
SCAD?
Findings being published in
MAYO CLINICPROCEEDINGSSeptember 2011 issue
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The 37th Thesis
Applying social media in health care isn’t just inevitable: it’s the right thing to do in the interest of patients.
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©2011 MFMER | slide-40
A Catalyst for Social Media
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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 will fund patient scholarships#MCCSMbook
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©2011 MFMER | slide-40
Check out the Free Resources
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Key Lessons from Our Experience• Experiment freely* and safely
• Lines from Lee• Podcasts
• Work like MacGyver• YouTube and Flip/consumer grade cameras• News blog
• Make Connections (and have some fun)• SMUG• SocialMedia.org• Social Media Health Network
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Getting Started:• Free Social Media Health Network resources:
• Creating Your Guest Account• GSM 105: Overview of Social Media Tools• GSM 110: Mayo Clinic’s Social Media History
• Create your Twitter account at Twitter.com
• If attending AATS, start using #AATS13 in tweets related to the meeting
• AATS meeting = Your Social Media Simulation Center
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For Further Interaction:• Google Lee Aase or SMUG U
• @LeeAase on Twitter
• http://network.socialmedia.mayoclinic.org
• See more about the AATS annual meeting at aats.org
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