Keynote Presentation: Mayo Clinic Embraces Social Media to Improve Clinical Practice, Research & Education Presented by: Dr. Farris Timimi, Medical Director, Mayo Clinic Center for Social Media, Mayo Clinic Dr. Timimi, a practicing Cardiologist, will share how Mayo Clinic fosters conversations and improves care with patients through social technologies. Dr. Timimi will provide specific case study examples of how The Center for Social Media at Mayo clinic is helping transition the patient-provider relationship from its current transactional nature to the future two-way partnership and open engagement model. Dr. Timimi will also present how social media progresses the patient education process. www.bdionline.com

1. Mayo Clinic Embraces Social Media to
Improve Clinical Practice, Research &
Education
Farris Timimi, MD
Medical Director, Mayo Clinic Center for Social Media
July 2012

2. Agenda
• Provide two case studies of the application of
social media to health care
• Ask whether part of being professional is being
online
• Review key elements of professionalism online

3. Ulnotriquetral (UT) Ligament Split Tear

4. Jayson Werth’s Experience

9. Nov 12, 2009
USA Today
3031031-7

11. Last Friday
3031031-9

12. 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.
3031031-10

16. SCAD?
F indings being published in
M AY O CLINIC
PROCEEDINGS
Sep t ember 2011 issue
©2011 MFMER | 3139261-

17. Is part of being professional being online?

18. Two overlapping trends
• Information overload at the same time as evolving
information access
• Less time for patient care at the same time as more
time spent online

20. Information Overload and Information Access
• PubMed-21 million citations, one new/min
• Over 200 Cardiology journals
• 486 heart failure guidelines
• More and more knowledge is being made available
online and in a transparent fashion

24. Where is everyone spending time?
• One in five minutes spent online are spent in
social media
• 110 billion minutes in social media per month
world wide

25. Information and Time
• 61% of us have sought knowledge and support
online
• Looking for health care information is now the 3rd
most popular online activity, after Internet search
and e-mail
• The value of conversation is dependent on two
factors: access and quality of knowledge shared

26. Why we need to be online
• Yet, all too often, we in health care are absent from
that conversation
• “Don’t want to be sued!”
• “Who will pay for my time online?”
• “What about HIPAA?”

27. Is part of being professional being online?
• Each of us are all the lived experts of our own
disease
• All of us will soon have access to the same shared
knowledge
• If we are strategic we can partner with patients and
walk with them on their journey online as well as
offline
• We can help shape the conversation, leverage
information and ensure that credible content fills the
void

29. Vaccine Hesitancy
• Efficiency
• Each discussion: 5-10 minutes
• By 24 months, 14 vaccines over 8 visits
• 80% of primary care providers:1 vaccine
refusal/month; 8% of providers: 1:10 parents
refused vaccine
• Liability
• Several law suits brought by parents whose
children suffered from vaccine refusal

30. Vaccine Hesitancy
• Health Care
• 13 years since Wakefield, dramatic drop in MMR
in EU with a marked increase in measles and
mumps
• EU-2011-major measles outbreak in 33
countries, to include 10,000 in France alone

31. Is part of being professional being online?
• We must partner with patients in content creation,
curation and decision making
• Leverage the content, leverage the conversation,
leverage the good

32. Advocate for those who may be excluded
• Remember the access angels, libraries, houses of
worship
• Consider mobile capable information
• Remember the disabled and chronically ill
• Remember those with rare disease who
geography isolates

33. Key elements of professionalism in health
care social media

34. Professionalism and Social Media
• Before you take the leap
• Develop/Review your organizational social media
policy guide
• Define your opportunity and operational goals
• Remember you represent your organization as well
as yourself
• Know and review your privacy settings

35. Professionalism and Social Media
• After the plunge
• Be real
• Be professional
• Be respectful
• Learn the rules of the road before driving
• Just like a good marriage, you will be judged more
by how you listen then what you say

36. Professionalism and Social Media
• After the plunge
• Foresee and count to 3
• 1-Who is your audience?
• 2-Is this appropriate for all ages?
• 3-Am I adding value to the ongoing
conversation?

37. General Concepts
• Unless it is still in the cache, you can’t put it in the trash
• Always surmises that HIPAA applies
• Speak on your behalf, not that of staff
• Don’t practice on the Internet, regardless of your good
intent
• Separate your circle of friends from patient’s you mend

38. Remember
• Errors will occur
• Develop a social media policy
• Provide orientation and training
• If a mistake happens, remember it is one game in a
season

39. Professionalism and Social Media
• Don’t Lie, Don’t Pry
• Don’t Cheat, Can’t Delete
• Don’t Steal, Don’t Reveal

40. 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, but no grant funding
• >100 member organizations

41. Social Media Health Network
• American Hospital Association
• Vanderbilt University Medical Center
• Thomas Jefferson University Hospitals
• National Cancer Institute
• Jamestown Hospital
• Radboud University Nijmegen Medical Center
• See Full List at
http://socialmedia.mayoclinic.org/network/

42. Agenda
• Provide two case studies of the application of
social media to health care
• Answer whether part of being professional is
being online
• Review key elements of professionalism online

43. For Further Interaction:
• @FarrisTimimi on Twitter
• timimi.farris@mayo.edu
• http://socialmedia.mayo.clinic.org
• https://www.facebook.com/MayoClinic
• http://pinterest.com/farristimimi