Why does Mayo Clinic engage in Social Media

On being socialA 100-year-old Mayo Clinic 2.0 commitment

Victor Montori, MDMedical Director

Mayo Clinic Center for Social Media

Rochester, Minnesota, USA

@vmontori | montori.victor@mayo.edu

Outline

• New research: social networks and their impact on people

• Old facts: the rise of the Mayo Clinic• Enduring values• What now?

– Mayo Clinic Center for Social Media– Social Media Health Network

Social Networks and Homo

• The experience of the individual depends on the position of the individual on the network, the structure of the network, and what flows through it.

• What flows thru networks must be good• Good requires networks in order to flow• Each node contributes to the network –

those most connected contribute the most.

Mayo ClinicLocations

Primary value of the Mayo Clinic

The needs of the patient come first.

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

Sources of Information Influencing Preference for Mayo Clinic

UT split tear

Expertise, generosity

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.

Mayo Clinic Center for Social Media

Scale up the existing social network

Deal with challenges re: speed + reach

Professionalism and Mayo Culture

Listen to patients as co-creators

#MCCSM

http://socialmedia.mayoclinic.org

SIGNALNOISE

Enhancing the signal

Must look insideStories to convey values, authentically

Setting knowledge free

Giving voice to patients

Must always learn Social Media Health Network

Mayo Clinic Center for Social Media

9 full time (7 Minnesota, 1 Florida, 1 Arizona)

Maintain enterprise-wide content

Engage Mayo staff

Internal consulting

Social media training

Social Media Health Network

Purpose: to learn, to share, to experience together

Extend the network based on patient-centeredness, generosity, and integrity

– Open access model– Support for a commons– Promote health, fight disease, improve healthcare

74 members from four continents– 1 Israel– 1 Netherlands– 1 Australia– 3 Canada– 68 U.S.A

What do members get?

• Resources to speed adoption of social media

– Curriculum/Training materials– Guidelines/Policies/Job Descriptions– Technical services and support

• Conferences, webinars, member meetings• Community, blogging platform options• Member site for sharing, learning

ConclusionsEngage, cultivate, and grow your social

networks – your experience (and the experience of your patients and those in the

network) depends on this work.

Be explicit about your values and purpose: for patient? For profit? Authentic? Spin?

Listen, try, err, learn, share, and do it together with each other, with patients

Network with us

#MCCSM

http://socialmedia.mayoclinic.org

Curriculum: Google Lee Aase or SMUG U

Director: Lee Aase

Email: aase.lee@mayo.edu

Twitter: @leeaase

Social Media Health Network Events

Summit/Network Member

Meeting/Unconference

Rochester Oct. 17-19 2011

Other Events

WebinarsSocial Media Grand Rounds

Why are we in social media?

Its our tradition to network,

and it is in the patient’s best interest.

sociamedia.mayoclinic.org