Slides from the Oct. 23, 2013 opening keynote by Farris Timimi, M.D. and Lee Aase of the Mayo Clinic Center for Social Media at the #MayoRagan Social Media Summit in Rochester, Minnesota.

1. Welcome to Mayo Clinic
John Weston
Chief Marketing Officer, Mayo Clinic
October 23, 2013

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

3. • 35 States
• 453 Electoral Votes

4. Accelerating the Social Media
Revolution
Lee Aase and Farris Timimi, M.D.
Mayo Clinic Center for Social Media
October 23, 2013

5. 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

6. 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

9. Behold, the Power of Slideshare...

11. Slideshare.net: YouTube for PowerPoint

13. GSM 110: Mayo Clinic’s Social Media History

14. 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...

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

16. 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

17. 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.

18. A Catalyst for Social Media
©2011 MFMER | slide-40

19. 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

20. Dr. Noseworthy at #MayoRagan 2011
©2011 MFMER | 3139261-

21. More #MayoRagan Historical Highlights...

24. Know Your Numbers

25. 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

26. 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)

27. 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

28. Does your organization maintain an
official presence on...
0
Facebook
Google+
LinkedIn
Pinterest
Twitter
YouTube
25
50
75
100

29. Are employees able to access social
networking sites from their computers
connected to the corporate network?
All
None
Some
36%
45%
19%

30. If not blocking, has access always
been available or was a decision
made to open?
Always Open
Formerly Blocked
37%
63%

31. If access is open, characterization of
problems experienced due to access
None
Moderate
Minor
44%
47%
9%

32. If access is open, is your organization
actively considering restricting
access?
Yes
No
Unsure
4%
22%
74%

33. For those organizations that block,
which sites are blocked?
0
Facebook
Google+
LinkedIn
DropBox
Twitter
YouTube
Skype
Yammer
25
50
75
100

34. What are the main reasons for
blocking access to these sites?
0
Network Bandwidth
Network Security
Employee Productivity
Privacy/Professionalism
Legal Liability
Other
25
50
75
100

35. 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.

36. 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

37. 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.

38. 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

40. #SocialAtMayo - May 2013

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

45. 2014 Social Media Residency Cohorts
January 20-21
Arizona
February 12-13
Florida
May 12-13
Minnesota
September 15-16
Arizona
October 20-21
Minnesota
November 10-11
Florida

46. Social Media Fellows Program

47. Platinum Fellow Class of 2013
•
•
•
•
•
Ed Bennett
“e-Patient Dave” DeBronkart
Meredith Gould
Wendy Sue Swanson, M.D.
Bryan Vartabedian, M.D.

49. 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

53. Evolution of Community
Capabilities
©2011 MFMER | 3139261-

54. MCCSM Site: Version 1.0

56. 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

57. MCCSM Version 1.5

58. SMHN Version 1.5

61. 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

63. Mayo Clinic News Network

64. 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/

66. 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 nonembargoed posts
• HD files and Brightcove CDN for video

67. 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

69. Downloads only for registered journalists

71. News Network Skeptic =
Twitter Chat Champion

72. Curriculum Post on Twitter Chats

73. Bringing Unity to the Stories

74. 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

75. 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

76. ©2011 MFMER | 3139261-

77. ©2011 MFMER | 3139261-

78. ©2011 MFMER | 3139261-

79. 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

80. 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

81. ©2011 MFMER | 3139261-

82. ©2011 MFMER | 3139261-

85. 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

95. Edit the post

96. 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

98. Another improvement from 2012...

99. Health Care Social Media List

100. 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?

101. 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

102. Basic Listing for Non-Member Organizations

103. Premium Listing for Organization Members

104. Discounts and Opportunities
• Individual Members
• Ragan Training Site (save $500)
• Organizational Members
• Early Dabo Opportunities
• Discounted CareHubs community hosting
• Host Social Media Residency

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

107. 2014 Social Media Residency Cohorts
Jan. 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
???

108. Membership Options
Organization Size
Member
Type
(Annual Revenue)
Individual
NA
Annual
Dues
Included
Points
Individual
Equivalents
$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

109. 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

110. Today’s News

111. #FutureOfHealthcare Blog

112. Alliance Health Community - July 2011

114. 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

115. 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

116. 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

117. 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

118. 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.

119. 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