Presentation at Transform 11 (#txfm11) by Lee Aase, ePatient Dave deBronkart and Dr. Bryan Vartabedian on the power and promise of social media in health care.
The Transformational Power - and Promise - of Social Media
1. The Transformational Power - and
Promise - of Social Media
Lee Aase (@LeeAase)
e-Patient Dave deBronkart (@ePatientDave)
Bryan Vartebedian, MD (@Doctor_V)
#txfm11
Sept. 13, 2011
2. About Lee Aase (@LeeAase)
• B.S. Political Science
• 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
4. 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.
5. 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
• >80 member organizations
6. A Sample of Network Members
• American Hospital Association
• Radboud University Nijmegen Medical
Center
• Jamestown Hospital
• National Cancer Institute
• Vanderbilt University Medical Center
• See Full List at http://
socialmedia.mayoclinic.org/network/
14. 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
15. Sources of Information Influencing
Preference for Mayo Clinic
Word of mouth 84
Stories in the media 57
MD recommendation 44
Advertising 27
Internet/Websites 26
Personal experience 24
Mailings to home 18
0 20 40 60 80 100
16. #2: Electronic tools merely
facilitate broader, more
efficient transmission by
overcoming inertia and
friction
17.
18. #4: Social media are the
third millennium’s defining
communications trend
43. 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
61. ACOR members told me:
• The median isn’t the message
• This is an uncommon disease – get to a hospital
that does a lot of cases
• There’s no cure, but HDIL-2 sometimes works.
– When it does, about half the time it’s permanent
– The side effects are severe.
• Don’t let them give you anything else first
• Here are four doctors in your area who do it
62. Radical Proposition 1
Genuine value in healthcare
can and does arise
from people with
no medical training.
63.
64. “May Require Refrigeration”
cushings365.posterous.com, 9 / 17 / 10
• “Panic! For the first time, I got a note on
my florinef that it might (MIGHT?) need
to be refrigerated.
• I didn't know that. Should I have been
doing that all along?
• No one told me.”
• “I called the pharmacy.
• They read what is on the printout which
comes with the drug. I had already read
that. It wasn't helpful.”
65. “May Require Refrigeration”
cushings365.posterous.com, 9 / 17 / 10
• “So, I asked the ones who know.
My "Cushie" friends who take it.
Those who have had BLA’s.
• “The verdict:
– No, that's a generic warning with
fludrocortisone (generic).
– Only at extreme temps should it be
refrigerated in the U.S.
– Some of the brands in the UK and other
countries need refrigerated.”
66.
67. Today, because of the Web,
patients can connect to information
and to each other (and other doctors)
68. Web 2.0: “When the web began to harness
Charlene Li
the intelligence of its users” – Tim O’Reilly
(“Groundswell”)
“Social networks
will be like air”
69. Cluetrain Manifesto, 1999:
“Markets are Conversations”
30 years ago the “marketing funnel” was this: (Graphics by Forrester)
Today’s buyer progresses
like this:
70. • 75% of US
adults are
online
• 80% of them
look for
health info
• That’s 60%
of US adults
– A filibuster-proof majority
71. Radical Proposition 2
“The people on ACOR
don’t need our help
and they don’t need our
permission.”
72.
73. How a kidney cancer wife found
the info she needed
• No insurance;
no treatment. Then:
• Three bad hospitals;
no help. Then:
• A friend said
“I know a guy...
on Twitter”
74.
75.
76. The ability to create value
in healthcare
depends on access
to information
78. The
Transforma,onal
Power
-‐
and
Promise
-‐
of
Social
Media
Bryan
Vartabedian,
MD
Texas
Children’s
Hospital/Baylor
College
of
Medicine
Twi?er:
@doctor_v
Web:
33Charts.com
79. Evolution
of
Social
Health
Now
Information finds patients/doctors
2000’s
Patients find eachother
1990’s
Patients find information
Long ago
Patients depend on what they’re told
80. MD’s
Evolving
Role
Technology MD Third Party
Diagnostic imaging Payors
Predictive care PBMs
Personalized care Evidence-based care
Health 2.0
Empowered patient
Social networks
Unlimited info
81. Where
are
the
Doctors?
The
slow
adoption
of
MDs
in
social
media
1.
Late
adopters
2.
Time/impa2ence
3.
Social
needs
passion
4.
Issues
with
privacy,
liability,
image
82. Surgeons
on
Twitter
2010
American
College
of
Surgeons
Survey
26%
use
daily
20%
50%
use
rarely
80%
Percentage of surgeons using Twitter
http://www.facs.org/clincon2010/press/thurs.pdf
89. The
way
the
we
respond
to
change
will
define
the
future
of
the
medical
profession
Look
at
content
crea+on
and
social
engagement
from
the
perspec+ve
of
opportunity
rather
than
risk
90. Coming in October: Social Media
Summit & Residency at Mayo Clinic in
Rochester
• Oct. 17-19 Summit
− Four pre-conference workshops
− Three-track conference
• Oct. 19-20 Network Member Meeting
− Interactive, member-led discussions
• Oct. 20-21 Social Media Residency
− Hands-on practical application (but no all-night shifts)