#MayoRagan Keynote 2014

Lee Aase and Farris Timimi, M.D. @LeeAase and @FarrisTimimiMayo Clinic Center for Social Media#MayoRagan Social Media SummitOctober 22, 2014

Deepening the Social Media Revolution

Four Themes• The Power of Partnerships• The Importance of Face-to-Face in a Digital Era• Advancing Application of Social Media Tools

throughout Health Care• Expected but Unpredictable Benefits of

Engagement

5,000,000

10,000,000

15,000,000

20,000,000

RochesterBoston BaltimoreClevelandLos AngelesSan FranciscoNew York

PhiladelphiaChicago

Metro Population for U.S. News Best Hospitals

What does Rochester have that they donʼt?

Mayo Clinicʼs First Social Networkers

0 15 30 45 60

Word of Mouth

News StoriesInternet

Direct MailAdvertising

Ratings

Reasons for Mayo Clinic Preference

Podcasting: September 2005

Facebook: 11/7/07

Twitter: 4/29/08

YouTube: Feb ʼ08

Blogging: April ʼ08

• October 2009 - Scottsdale, Arizona• September 2010 - Jacksonville, Florida

#MayoRagan Social Media Summits

• Established in July 2010• 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.

Mayo Clinic Center for Social Media

• 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, with dues based on organization revenues

• Goals: • Be a resource for others - “Air Cover”• Make connections with and learn from others

Social Media Health Network

A Catalyst for Social Media

• October 2009 - Scottsdale, Arizona• September 2010 - Jacksonville, Florida

• October 2009 - Scottsdale, Arizona• September 2010 - Jacksonville, Florida• March 2011 - Jacksonville, Florida• October 2011 - Rochester, Minnesota• October 2012 - Rochester, Minnesota• October 2013 - Rochester, Minnesota• October 2014 - Rochester, Minnesota

Making Quality Metrics Actionable

In collaboration with:

The Center for Social Media,Cardiovascular Services

Mayo Clinic is a shareholder in Dabo Health

My Inpatient Journey

50+care team members from admission through discharge

Required Data

Meaningful Use Stage 1 59+Meaningful Use Stage 2 34+Hospital Readmission (HRRP) 3+Value Based Purchasing 24+Medicare Shared Savings Program (ACOs) 33+Hospital Acquired Condition (HAC) 3+

CategoryNumber of

Metrics

Existing Scorecard

“Applying the power of teamwork and data transparency to improve outcomes and meet the needs of our patients”

— C. Michel Harper, M.D.Executive Dean of Practice

Mayo Clinic Center for Social Media and Dabo Health

“Leadership wants us to improve metrics. I don't understand how we're doing or what I can do about it. I don't even have enough time for my patients.”Nurse

“It would be great if I could show my unit our performance on patient satisfaction metrics in a simple manner.”Nurse Manager

“I wish I knew who else is working on the same quality project.”Physician Assistant

“I want everyone in my unit to know exactly what metrics we're focused on.”Mid-level Supervisor

“I don't understand how to find my data on Avatar. I get so angry that I just stop.”Physician

“We had a nursing unit scorecard and only two people ever looked at it over the course of a year — I was one of them.”Quality Manager

Problems & Needs

Nurses + Interaction Designers + Physicians + User Interface Engineers + Nurse Practitioners + User Experience Designers + Quality Managers + User Interface Designers + Physician Assistants

Making Quality Metrics Actionable

Learnings: Hospital Metrics

“Who else at St Marys is working on improving readmissions?”NP, PA

“Iʻd like to be able to communicate with nurses at other units (to see what works). Weʻre constantly re-inventing the wheel.”Nurses, Nurse Manager

“How are we doing regionally? Nationally? Compared to the Cleveland Clinic?”RN, MD

“Do patient satisfaction metrics affect Medicare payments to Saint Marys?”MD, PA, NP, Nurse

Learnings: Unit Metrics

“Who else from 4 Domitilla is working on improving the same metric? I know other folks are doing quality projects—I just donʼt know who they are.”Social workers, pharmacists, RNs, NPs, Pas

“How is our unit doing? Compared to 4 Francis?”RNs, NP, PA

“I want everyone in my unit to know exactly what metrics we're focused on.”Mid-level Supervisor

“There is a unit scorecard, and I wish everyone could see it.”Nurse Manager

Learnings: Physician Metrics

“There is absolute value in seeing my data clearly. I want to see more of my own data. How do my metrics tie to the institution? To reimbursement? What are the cost drivers? How do I improve?” All MDs

“What are the top performers doing?” (when looking at Physician rankings and their own Avatar scores)MDs

“We know what theyʼre doing differently.” (referring to top performers after viewing physician data)RNs, PAs, NPs

“Can this count towards my ʻMaintenance of Certificationʼ?”MDs

Metric Viewsduring the Dabo Health Pilot (7/1/13 to 11/30/13)

Enterprise Quality Scorecard

Dabo Health61,000 Users

254 Pilot Users

dabohealth.com

Visualizing Bottom-Line Impact

Rochester

Arizona

Florida

The Dabo Health Opportunity• Learn the amount at risk for your hospital• Invite clinical staff to explore and engage the

free version on Hospital Acquired Conditions• Poorer previous performance = more upside• What if engaging staff and sharing best

practices could improve metrics performance?• How would this affect • Social media ROI discussions?• Perceptions of social media usefulness?

• Doximity is a professional networking site exclusively for physicians. Most U.S. Physicians already have a skeletal profile created from public records.

• Doximity has a public-facing directory which U.S. News uses in its online physician locator.

• Claiming and completing your Doximity profile is the first step to managing your online reputation, whether you participate actively in the site or not. This takes about an hour.

For Physicians Only

Intranet Resource for Mayo Physicians

• U.S. News uses Doximity to survey physicians for its rankings of hospitals and residency programs; Only those who have claimed profiles get to vote.

• Adding sub-specialty expertise and interests raises the physician profile for patients searching on the public-facing site and on U.S. News.

• By participating actively in the site, physicians can connect with peers with common interests.

• Other expected but unpredictable benefits

Additional Doximity Benefits

• Paul Speyser phone call on joining Social Media Health Network

• Dues barter for programming help• Moved blogs, communities to CareHubs platform

CareHubs Collaboration

• Some content can be universally available• Various levels of access based on individual

permissions for logged-in users• Mobile optimized• Option to link to Facebook, Twitter, LinkedIn

accounts• Customization opportunities with possible cost

sharing on generally applicable feature requests• Secure, HIPAA-compliant groups

Power, Flexibility of CareHubs Community Platform

@SeattleMamaDoc

“I’m thankful you’ll share the conversation and this work, that most definitely started because of Paul and our connection at MCCSM and the residency we attended. We named the technology “Virtual Handshake” and we’re just on the beginning of the journey using it...

“The start to our pilot, using our new virtual handshake, is going so well. Lots of enthusiasm at Seattle Children’s and parents are raving about having info prior to their visits that is relevant, timely and personal.”

The “Virtual Handshake”

Evolution of Social Media Residency• Intro to tools and hands-on experience

• Strategic framework for application• Now one day with prerequisites (vs. 1.5 days)

Social Media Fellows Program

• Track 3: “Using Videos to Help Patients with Surgical Anxiety” at 10:15 (Mary OʼConnor, M.D.)

• Social Media Health Network Member Meeting• Lisa Ramshaw (@Lisa_Ramshaw), Australian

Private Hospitals Association - Silver Fellow• Allen Brown, M.D., Mayo Clinic, CONNECT Trial

for Traumatic Brain Injury patients

Featured Fellows This Week

Platinum Fellow Class of 2013• Ed Bennett• “e-Patient Dave” DeBronkart• Meredith Gould• Wendy Sue Swanson, M.D.• Bryan Vartabedian, M.D.

The Public Physician

Platinum Fellow Class of 2014• Chris Boyer• Shel Holtz• Matthew Katz, M.D.• Reed Smith

Mayo Clinic Center for Social Media Strategy Summary• Represent Mayo Clinic well as a institution in

general-purpose social networking platforms• Consult with Mayo stakeholders in developing

integrated social media strategies and provide resources for execution (“Teach a man to fish...”)• Professionalism Standards (Fishing etiquette) • Platform Development (Fishing poles/nets)• Training/Consultation (Fishing lessons)

• Offer these resources to peers and gather community to develop and share best practices through the Social Media Health Network

Whatʼs New Today?• Renewed call from leaders to engage:• Mayo Clinic employees and students• Established patients and volunteers

• Mayo Clinic Social Media Champions program• Actively encouraging sharing of original and

curated news and stories and in social networks such as Facebook, Twitter, Pinterest, Google+

• Inviting contributions in Mayo Clinic Connect community discussions

Applications for You• Become a Mayo Clinic Social Media Champion• Consider how you might adapt platform features for

your own applications

The Benefits of Emulation

Unique Myelofibrosis Patients

2008 2009 2010 2011 2012 2013

MCF MCA

Cardiac Amyloidosis “Copycat”

Benefits: Expected and Serendipitous• Improving quality of information available to

patients worldwide• Saving time, deepening conversations• Referrals• Academic standing and research opportunities

Reviewing Our Four Themes• The Power of Partnerships• The Importance of Face-to-Face in a Digital Era• Advancing Application of Social Media Tools

throughout Health Care• Expected but Unpredictable Benefits of

Engagement

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