#MayoRagan Day 2

by Kari Skipper Foster

Whew! This was a full day indeed. I’ve struggled with how much detail to include here but have erred on the side of informing my pals who couldn’t be here. Press pound if you’d like to skip to the end of this message and see my takeaways in 20 words or less.

Our day started with Mayo’s social media sensei Lee Aase. His overview of the strategic and yet often organic growth of their social media reach showed the logic behind the actions, even when the events were “meteors” (© Shel Holtz) rather than known/expected events.

One such meteor was Mayo’s “Octogenarian Idols” who were caught via cell phone video playing a piano duet in the Mayo atrium.  This event blossomed into a second concert and the couple being present at the meeting today to receive an award from Mayo. Since they were already in town for a medical visit, they will entertain us at the Social Media Health Network members’ meeting Wednesday night.

In another YouTube success, Lee’s team learned one morning that their Dr. Montori would have a study released in JAMA that afternoon. It was a flip cam and social media to the rescue as they create a video that ended up getting used by WSJ.

Their approach to social media grew from wanting to “help health care get better and do the right thing for patients.”  Other highlights:

  1. As evidenced by the WSJ, there is no shame in using a flip cam. Have you seen any of the Mayo Patient Video Guides? Great.
  2. Don’t recreate. Reduce, reuse, recycle! Take a good look at existing content and see how it can be used. As Lee remembered from the beginning of Podcasts “They’re just RSS feed with audio.”
  3. Learn the tools and then figure out how they can help you do your work better. Their video for prospective SMH Network members was a huge time saver and showed a whopping 400% ROI!

And in the end, we found out what Tommy did with Jenny’s number.

My next seat was at Ed Bennett’s presentation on social media and changes in health care communications. He is one of the data kings of the topic and his information has helped me more than once. Combine this with his IRL experience and he’s someone you’ll want to hear speak at every opportunity.

His drive to unlock social media for employees at UMMC lead to a huge… lack of drama among employees and the end of complaints from patients who couldn’t access their virtual support system while admitted. I’m all about releasing the SM hounds and have briefly ranted here and here on the topic before.

Other points from Ed:

  1. At UMMC Facebook Groups for support groups have been a natural outgrowth of their in-person groups. They’ve started small, private groups to get a sense of how the process works.
  2. Keep in mind how your content is going to look on different mediums.
  3. Social media is key but not everything. Don’t forget traditional media.
    SM rules for employees are similar to real life. The high-level version is use common sense and be respectful.
  4. Another example of agility and smarts came from their SM meteor Dozer the dog http://youtu.be/kcwf4iCU2as who was their biggest fundraiser for the Maryland Half Marathon to benefit cancer research. Notice their annotation for another video about Dozer. The second one more completely tells the story. A great tip from Ed.

This is too brief to do justice to the presentation. Find Ed Bennett here for the best information.

Next came lunch and the power of the e-Patient.

Mark Ragan, CEO of Ragan Communications introduced the session by recounting his journey as a prostate cancer patient. Four years ago, his hunt for information led to his involvement in virtual communities that ended up guiding his decision making on treatment.

The panel for the session included Drs. Hayes and Tweet from Mayo Clinic, Traci Klein from Mayo public affairs and two spontaneous coronary artery dissection (SCAD) patients, Katherine Leon and Laura Haywood-Cory.

Katherine and Laura each shared their experiences as young women with heart issues that physicians did not recognize until it was almost too late. Their relentless quest for information helped build a virtual community that eventually worked with these Mayo physicians and team members to drive research on this little-known condition. It was, in fact, the virtual nature of this community that allowed this research to move forward in a timelier manner, given that the patients spanned the globe.

Of note:

  1. Because of social media, these patients were/are able to recruit participants in ways clinicians cannot.
  2. Social media can raise awareness and make it easier to find trials and sometimes participate without travel.
  3. Clinicians had to manage expectations for participants from the virtual world to the clinical world. Trials take time, and took much of their free time and dedication.
  4. The internet and social media facilitated this amazing story, but the sheer tenacity of Katherine Leon and her “virtual friends” are making the tools work.

Learn more about WomenHeart, the cause these patients champion.

The afternoon continued with Danielle Cass and Julie Norris from Kaiser Permanente, showcasing the impressive Center for Total Health  in D.C. Kaiser Permanente’s desire to “inspire people where they are” led to partnerships with wellness groups such as Rails to Trails and Disney gamers to promote health and wellness in informative and entertaining ways, including an upcoming app Every Body Walk. One of their ongoing challenges is to remember to take a step back and allow time just to think, even (especially?) in the midst of big, exciting projects. (Certainly a lesson for life.)

Next up was the social media ROI guru Chris Boyer who proved the ROI of wearing pants, among other things. Chris expertly showed the path to ROI calculations but started by noting that he really wants social media to better the health of people and showed in his presentation how he has seen and helped make that happen.

Take a look at the worksheet linked above for Chris in his own words. Fantastic. What may not come across there but did today in person was Chris’ passion and ability to see and believe the possibilities of healthcare social media while helping us see that it also makes good business sense.

Thank goodness he doesn’t have to rely solely on music to buy his ROI pants.

The final homerun of the day was hit by SeattleMamaDoc Wendy Sue Swanson, MD. Her outspoken passion about healthcare, patients and being a physician was nearly enough to make me want another baby so she could be my doctor. Actually, though, you don’t need a wee one to value this advocate for accountability and accurate health information for the masses. Her exciting “Just Imagine” ideas circle around ease of communication with patients and putting technology to work for physicians before it’s outdated.

Along with educating the public, she wants to educate healthcare professionals about their responsibility to use the platform that social media gives them, and she believes they should be paid to do so. In a world where science is losing its voice to celebrity, Dr. Swanson cannot abide sitting on the sidelines and letting misinformation go unchallenged.

And so much for letting HIPAA fears cripple her. With hundreds of blog posts and videos out in cyberspace, she believes physicians have a responsibility to do more than required to protect and respect their patients.

In some ways, her social media presence lets her be everyone’s pediatrician. If you don’t know about her, you should. Check her out here.

With so much information and so many ideas and opinions being shared today, for me it still all boiled down to the idea (fact!) that social media can be about:

  1. Education;
  2. Connection/Community;
  3. Support; and,
  4. You can have all this and eat your ROI cake too.

When I put it that way, I guess this could have been a much shorter post. But what fun is there in that?

3 Comments

Filed under Healthcare Social Media

3 responses to “#MayoRagan Day 2

  1. Great summary Kari. I for one appreciate the detail since I couldn’t make the session. The examples being shared are so compelling I can only imagine that every healthcare organization is auditing their current social activity, crafting their strategy, educating leadership, physians and staff, and making sure they’re prepared for the meteor strike.

  2. Sounds exciting and fascinating. Thanks for a great summary. Feel as though I’m there; well – almost.

  3. Pingback: A Catalog Blog Posts From the Mayo Ragan Summit – October 2011 « The Healthcare Marketer

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