Most interesting insights (from my perspective):
Lee mentioned that he was “navigating hierarchy and impacting innovation” at Mayo. He also made an interesting point: “you can be so strategic that you can not actually do anything, but it is still important to see the larger picture.”
- Social media is the defining trend in communications in the 21st century
- Social media will dramatically affect every industry
- Health care organizations should engage with social media. Health care is not unique…
One curious point that I saw during Lee’s presentation was social media search for unique material that can be used online, rather than “planning and producing campaigns.” In many cases, the company found an advocate and used the story or video rather than trying to “create” something. One satisfied patient found through social media was used later in print campaign.
Charming example: an old couple playing piano in the atrium of Mayo clinic. More than 4 million views on YouTube…
Blogging… difficult to get physicians to write. Easier: interviewing physicians on video. Video is used to pitch to journalists also. Important; getting flip cameras and training staff how to use them. How is legal reacting? Mayo legal counsel is on Twitter…
How to deal with negativity: not that many negative comments – people on Facebook in particular rarely post something negative – they are using their own name and will not criticize without a good reason.
Mayo uses WordPress! 🙂
Sharing Mayo Clinic (blog for patients to share stories)
Mayo clinic employees social media policies are easy to find.
Mayo clinic presentation can be found at SMUG site.
David Moen, MD, medical director of care model innovation, Fairview; Colleen McGuire, vice president-communications, IHC Health Solutions
Clinicians are less nervous about social media than PR, Marketing, and Legal… but physicians may not like the situation when a patient comes with a folder of collected information… However, this is a culture issue, not technology issue.
Health care challenge is to recognize the opportunity. Health care is a business… how would we pay physicians who use social media for their time?
Who will pay for the online communities where patients can communicate? But… if we can demonstrate lower costs and improved outcomes, maybe an interested party can be found…
Problem with public perception of health insurance companies. Only 7% of people “like” health insurance companies.
- Wellness e-mail sent from insurance company – little response
- The same e-mail sent without identification that it was an insurance company – much higher response
(I heard about similar results from research done in the past by other insurance companies.)
Interesting: Health Camp conferences discuss cost in US and access in Canada… and nobody is happy with their system….
Prostatic stent promotion through a humorous YouTube video became an unexpected success for a small b-to-b company.
The video also lead to an article in Star Tribune.
John Reid his earlier fears to become a joke of the industry, but the success of the video definitely worth the risk.
The original idea of the video was that young people would watch and forward to their uncles, etc. However, YouTube audience could be 45-55 years old (based on Mayo research).
Interesting: the company provides online training sessions (could not afford sales force) and physicians do sign up… even older physicians participate.
National Marrow Donor program employs 2 FTEs to listen and use social media; it is a ”deliberate” use of the channel.
iMobile Health provides access to patient-physician community via iPhone. The service is subscription based, but has a free trial.
The question about negative reviews… Health Scoop receives 4:1 positive reviews.
Interesting note: a class of students joined the session. Students were not shy to ask questions, and one of the questions was built on applying Netflex functionality to some of the health care rating sites. The new generation (when they start using health care information online) seems to expect features and usability with which they are already familiar through consumer sites.
There are many sites grading physicians… the most important factor, however, is which content shows up on Google searches…
Very good event! When is the next one? 🙂