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Presentation for Doctors 2.0 and You conference in Paris, June 2011 - Presented by Victor Montori (@vmontori), medical director of Mayo Clinic Center for Social Media (#MCCSM)
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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 | [email protected]
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
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: [email protected]
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
