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.

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

3. My Night Job...

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/

11. Thesis #1: Air was the
original social medium

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

18. #4: Social media are the
third millennium’s defining
communications trend

20. Gutenberg: Global Mass Literacy
Zuckerberg: Global Mass Publishing

22. #7: Hand-wringing about
merits and dangers of social
media is as productive as
debating gravity

24. If you think blocking is a viable
long-term option...

26. #17: Social media are free in
any ordinary sense of the
word (or at least ridiculously
inexpensive)

27. Total Cost for Mayo Clinic
Facebook, YouTube and Twitter
$0.00

29. In the European Union, based on
current exchange rates:
€0,00

30. #18: As I approaches zero,
ROI approaches infinity

33. #33: Social media will
decrease diffusion time for
research and innovations

34. Discovery by Richard Berger, M.D., Ph.D.
Ulnotriquetral (UT) Ligament Split Tear

35. Jayson Werth’s Experience

40. USA Today
Nov 12, 2009
3031031-7

42. Last Friday
3031031-9

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

49. #35: Social technologies
will transform healthcare

50. Mayo Clinic Proceedings - Sept. 2011

51. As seen in the Wall Street Journal...

53. SCAD?
Findings being published in
MAYO CLINIC
PROCEEDINGS
September 2011 issue
©2011 MFMER | 3139261-

54. 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.

55. Transformation:
The genesis of new possibilities
through rearranging
what was already there
Same material;
but now flight is possible

56. The ability to create value
in healthcare
depends on access
to information

57. 4 True stories
• My kidney cancer
• Monique’s painful side effect
• Robin’s Cushing’s med
• Facebook brings vital information

58. What do you do when
you’re diagnosed
with...
Stage IV,
Grade 4
Renal Cell
Carcinoma
?

60. “My doctor prescribed ACOR”

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.

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.”

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.”

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”

76. The ability to create value
in healthcare
depends on access
to information

77. The internet
changes everything.
Transformation

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

83. Physician
Social
Behavior
Facilitated networks Doctors in-the-wild
Soft Professional
Personal
Soft Professional
Professional
Pro

84. Do
physicians
have
an
obliga2on
to
be
in
the
online
space?
60,000
Number of pediatricians in
the AAP

86. Technology
Leads
MDs
&
Law
Adjust
expectations
MD
Law
Technology
Progress

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)

91. Let’s Continue the
Conversation
#txfm11 or
Old-Fashioned Social Media