bringing the social media revolution to thoracic surgery

Lee AaseMayo Clinic Center for Social Media#AATS13 - aats.org

Bringing the Social Media Revolution to Thoracic Surgery

Wednesday, April 10, 2013

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.

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

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

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…

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.

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

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

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

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

"If you can’t explain it to a six-year-old, you don’t understand it yourself."

Spot the analogy...

http://leeaase.me/WhatIsTheInternetAnyway

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

Analogies for Social Media Tools

Blogs RSS

Podcasts Social Networks

Skype YouTube

Wikis Twitter

Slideshare uStream

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

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

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

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

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

YouTube

• World’s second largest search engine

Slideshare.net: YouTube for PowerPoint

Twitter

• 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

A Story from Twitter

Ensuing Conversation

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...

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*

A Brief History of Social Media at Mayo Clinic

Mayo Clinic’s First Social Networkers

Mayo Clinic Medical EdgeSyndicated News Media Resources

First Foray in “New” Media

• Existing Medical Edge radio mp3s

• Launched Sept. ‘05; 8,217% download increase

Reasons for Reluctance about Blogging• Keeping the content fresh

• Wise use of resources• Physician/Researcher• Public Affairs

• Authenticity - didn’t want to “ghost blog”

My First Blog Post - 7/30/06Lines from Lee

Beyond the Hypochondriac Feed

Mayo Clinic Medical Edge TVSample Sound Bite

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

Facebook: 11/7/07

A Pivotal Presentation

YouTube: Feb. ’08

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

The Revolutionary Power of Consumer-Grade Video

Transforming YouTube Channel

@MayoClinic on Twitter: 4/29/08

The $4-a-month online newsroom

Let’s Talk “site” - May 2008

Yammer - Feb. 2012

A Broader Historical Perspective...

Thesis #1: Air was the original social medium

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

Sources Influencing Preferencefor Mayo Clinic

Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic;*differs significantly from Q2-2010

82Word of mouth

News stories

Hospital ratings

Internet

MD recommendation

Personal experience

Advertising

Direct mail

Social media

Insurance plan2010 study (n=119)

#2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction

#7: Hand-wringing about merits and dangers of social media is as productive as debating gravity

Key Elements• All policies apply in social media, too

• Privacy• Mutual Respect• Computer use

• Generally don’t “friend” patients

• Remember the “front page” rule

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

#11: Social media strategies can help make a product, service or experience better

Dr. Sreenivas Koka

#13: Social media tools offer unprecedented opportunity for transformational change and productivity

Taking a page from Dr. Koka

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%

How could YouTube videos save time and improve communication in your practice?

#17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)

Total Cost for Mayo Clinic Facebook, YouTube and Twitter

$0.00Wednesday, April 10, 2013

In the European Union, based on current exchange rates:

€0,00Wednesday, April 10, 2013

#18: As I approaches zero, ROI approaches infinity

Unique Myelofibrosis Patients

2008 2009 2010 2011

MCF MCA

#21: Technology makes things possible. People make things happen

Spontaneous Coronary Artery Dissection

Findings being published in

MAYO CLINICPROCEEDINGSSeptember 2011 issue

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.

A Catalyst for Social Media

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

Check out the Free Resources

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

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

For Further Interaction:• Google Lee Aase or SMUG U

• @LeeAase on Twitter

• socialmediacenter@mayo.edu

• http://network.socialmedia.mayoclinic.org

• See more about the AATS annual meeting at aats.org

bringing the social media revolution to thoracic surgery

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