 Well, it wouldn't be a social media thing if I didn't take a Twitter picture, okay? Make sure you all follow me at the scene of 2012 and send this to the hashtag zero by 2020 zero x 2020 Thank you, Joe. And again, happy birthday yesterday Got a chance to have dinner with Joe yesterday and Joe's amazingly good-looking for 29 years old Joe. Congrats. I also wanted to Say that one of the true heroes of health care is here when my generation is done talking about health care Jeremy Hunt will be at the top of the heroes of health care. And so I wanted to the bottom So I love the fact that from the very beginning. This has been called the patient safety movement It's not called the company or patient safety club or an association It's called a movement, right? And it's called a movement because movements change the world Grassroots movement stops slavery in the United States. It was a movement that gave women's suffrage. It was We a movement ended apartheid in South Africa and stopped gun killings in Australia You know my hero Margaret Mead said never doubt that a small group of committed citizens Can change the world because indeed it's the only thing that ever has and that's why it's so Apropos that this is the patient safety movement. It really is a movement of people like all of you and people on Video right now and online who have one by one helped change the world and today You know people think that movements are about marches and cool signs and hippie dresses And you know all those fun things But instead movements happen all the time in a very very different place Called social media and every single day People are organizing themselves online in a way that they used to do on the streets and to really be a true Movement we have to be part of that too. So I'm gonna talk about how to use social media to continue to grow this movement Everywhere in every way but first I want to start with a story about how a movement changed the world When Brock Obama started running for president He was at 3% in the polls and no one thought he could win and on his very first day in office We huddled in his brand new oval office to figure out which issues to tackle first And we had this great debate and fight about which issues the economy was cleaving off We just passed an economic stimulus bill to save the economy that morning Education system was broken. We had environmental issues. We had energy issues And we went around the room each talking about what the safe political thing to do was and Finally President Obama stood up on his second hour as president and said Every single one of you in this room knows that health care is the right thing to do But every single one of you is afraid of it because it has stopped ten presidents in a row and No one thinks we can get it done and he said remember when all of you in the room told me I couldn't be the president and I'd lose He's like we're gonna do health care and we're gonna get it done And in the next 14 months, I went into the oval office five times to tell him that health care was dead We didn't have the votes. We lost the vote. It was dead five times and five times in a row He said to me look at this is a movement and people either gonna want this or not Put me back on television. Put me in front of the American people and let's figure out whether they want to fight for it and 14 months after we started trying after 78 years of attempting to pass a universal health care bill in the United States Barack Obama put his name on the signature piece of legislation that will define his generation similarly when I was a new board member of the patient safety movement, we had this first debate and I love a good debate and We had this debate about what the goal should be and our visionary leader Joe Keonni said it should be zero The goal should be zero and everyone in the room including me said, oh Joe silly Joe Come on. There's no way to do that. We need something. We can have a party say we got to like a hundred Thousand deaths or fifty thousand deaths so we can have a press conference and say we won and Joe said well Then Jim you're saying that any death is okay And I said that's a really interesting point and he said, you know, aren't we really? going to go for zero isn't the goal to save every life and That's a great idea and great ideas Foster great movements and this is a movement and to be part of that movement now We have to fight for it We have to advocate for it because every single day people are having a discussion online About the priorities of their countries of the world of their leaders and either we're part of that discussion Or we're gonna get left behind So we are gonna have a little slideshow and see if this is works. Yes. We are moving forward a reminder That the world is now on social media 1.37 billion people are on Facebook 500 330 million people are on Twitter including one in four people who have a political discussion every day on Twitter 800 million people follow Are on Instagram showing pictures telling the story of their lives and now a company that didn't exist five years ago Now every single one of your kids is on snapchat Snapchat is now the fastest growing platform in the world And so people come up to me and when I advise presidents of prime ministers they come up to me and say Jim I need a Facebook strategy. I need a Twitter strategy and I said no You need a message. You need a story. You need a vision for where you want to take the country Because a reminder that platforms are always changing, you know, Joe and I are old and I Still have an AOL email address Jim is seeing a day. Well, if anyone wants to email me Because it's cool. I'm the only one I know who still has one member Napster doesn't exist as a company anymore everyone used to want to be on Napster Facebook and launch then Google member Google was just a search engine before it became the most profitable ad Platform in the world Twitter exploded and then snapchat came so the platforms are always gonna change I want you to care a little bit less about the platforms What I want you to understand is you have to engage somewhere in the old days When you know, there was only cart and horses and no electricity when Joe and I were born People had political conversations in their backyards people had them at festivals and at soccer matches and With their neighbors now People all the time say oh, I don't know about social media. What's really happening? Is it fake news? What's going on? I need you to remember that it's the same conversation. We've been having for 2,000 years. It's just in a different place It's just people who are connecting with each other to share their vision to share their values to share some sort of connection so the patient safety online conversation is going on every single day and As a little birthday present to Joe we spent the last couple months doing the largest ever patient safety Social listening project ever done. We went and analyzed every tweet Facebook posts Instagram, et cetera by Continent to look and see where what people are talking about patient safety. There's good news and there's bad news here There's a lot of bad news if you're if you're wanting to be a PR specialist in healthcare But it is an honest discussion going on So I'm gonna start with the United States in America the United States by far has the biggest volume Mostly because of the political questions about the health care system the interesting thing I want you to focus on now is Patient safety so this is called a topic wheel the things inside the topic wheel in the big letters Are the most talked about I'm a little confused why drunk driving is a patient safety issue People believe it is Inside patient safety though medical errors is one of the five medical errors is also in health care Think about health care in the United States the most political issue in the world in the United States is health care But one of the five biggest topics inside of health care is medical errors If you're a hospital one of the five biggest is hospital death and medical errors So these conversations are happening. These are organic conversations. No paid ads are here This is just what people are talking about the other interesting thing is 45% of the conversation is basically negative Only 5% is positive We're having all these amazing moments of having these big commitments and other things and people aren't Understanding it things only move if they see them negatively and that's a reminder to all of us to tell the stories Like many of you I was crying like a baby this morning when Alicia Cole talked about her story and those kind of stories She's one of the best fighters. I've ever seen and Right now it's a topic about negativity and we need to remember that this is also about progress Especially in the medical community where you're all doing these amazing things Now I want to go to the great United Kingdom the minister hunt is I thought it was interesting Jeremy That you're one of the five big topics Which for your future political careers good news Inside NHS however NHS has trust funding you you know all this the interesting thing is The UK debate is intrinsically more political around the NHS The dr. Bawa Garber Garba Conviction was the biggest driver of things the flu academic being the second biggest Interestingly in the UK more positive conversations than negative Interestingly enough, it's the only country we looked at that was more positive than negative And in part I think it's because you have an amazing health minister and he just does a great job This is Spain a country I operate in This is obviously in Spanish the most common hashtag was seg pack, which means patient safety 1100 different posts about patient safety This term was not only being understood by patients But interestingly Spain unlike every other country the medical community in the hospitals have adopted this hashtag And the tweets are from doctors and hospitals talking about their work to be To be have healthy patients and to move safety forward So in Spain and like other places The medical community has gone and taken the offensive and not just play defensive and had a big explosion in positive Thanks This is all of Europe together So this is an interesting Europe has the second least amount of Conversation of all the continents we looked at most of it is around academia and conferences similar to our conference Which is why you should all use the hashtag To make sure people are moving I pulled out a couple different tweets that are interesting Things are moving all over the place almost no positivity outside the United Kingdom and a little bit of Spain There's more work to do to make sure we're telling the story of why these things are so important In Asia Asia, this is interesting Look at the number one most driven tweet about Huge drops in deaths at one hospital from five thousand to thirteen hundred and seventeen That is an amazing statistic that moved online The other interesting thing is in Asia. There's almost no positive discussion of medical Safety and medical errors there. It is a place in this town called grok poor has had Unbelievable problems and if you look at the wheel Well-kept secret is the hashtag that people on their own Generically started to talk about all their friends and family members dying in hospitals It's called the well-kept secret movement and it started on the grassroots on the streets And so as a reminder that if we don't provide information if we don't go advocate People are gonna do it on their own and that kind of information is something that people will Want to get out and I thought this tweet was pretty interesting. Look at the very bottom. Hope media will highlight the facts You know, they're pushing to get their own coverage because the only place they can find this stuff is on social media South America is almost It's very interesting that South America is by far the smallest conversation going on with the occasional fact and an argument There's not a lot of stuff moving patient safety is one of the big five issues interestingly enough Unsurprisingly enough almost all of its negative and the patient safety Maybe Joe next time we'll go to Argentina or Mexico or you know somewhere down there This is very little discussion going on in the past six months only 1900 posts and people are organizing themselves on their own right now Patient safety in Spanish for those are South American friends. I wanted to also run this see a very similar Similar thing. I think the interesting thing here is patient safety is the number one term in the topic wheel Driven by no wonder just driven generically by people talking about patient safety and looking for answers online and in a world of fake news and difficult to find information It is a reminder that every single day people are asking on the internet for help They're asking for ways to make a difference. They're saying, what are you hearing? And this is happening all over the world So after this how can we tell our story right because every Single one of you in this room is doing something Unbelievable to move to advance this movement and you're doing things that are just Unprecedented and we got to tell that story. I want to remind you that everyone talks about big data, right? In politics, I'm known as the big data guy because I love data and I hate polls and I think everything should be data That's why I maybe I'm a medical professional because I believe data should drive everything, right? But the era of big data is over We're now in little data and what I mean by little data is personalized data Every single thing people want now is personalized when there's a just amazing study done about the two most important things in people's lives all over the world and You know, I I thought for sure the answers to those two questions would be money and sex, right? Because I thought it's kind of an American thing to think Turns out it was religion and the cell phone The two most important things people had to have were religion and the cell phone And so if you think about this what you why you have this while you have a smartphone in your pocket is you want Personalized you want it to be what you want when you want it So everything you do in health care and health care is the most difficult thing to do that in has to be Accessible on this it has to be easy enough to read on this part of the challenge I don't know if you all were here this morning there's this amazing woman from I think Finland or or this great doctor who talked about communication and I wanted to go up and be like yes This is so true because so much of it's so complex It needs to be easy needs to be understand here One of the great things that Joe has done is build apps for patient safety When my mother got sick earlier this year, I pulled the app up and said okay, you're going to the hospital Joe told me to look this stuff up. I got to help you be an advocate, right? It was all on here. It made it easy. It wasn't some scary thing The other thing is the most important people in the world are your friends and family Barack Obama went from zero to president United States because we built neighborhood teams This weekend when you decide which movie to go to you're gonna decide because something you read online You're gonna say Joe and I are always on email or so Facebook together Joe's gonna say oh Jim I saw the new Black Panther movie and I'll say to my wife Taya Joe saw it said it was great, right? When you're all shopping you go on Amazon Why do you go on Amazon because it's really easy and you know what your friends and family members have bought So to think about in a political context in Campaigns all you really have to do is get your supporters to talk to their friends and ask their friends to talk to their friends That's how you win national campaigns. It's the same in healthcare. You've got to start sharing your stories And I think patient safety movements done an amazing job about this creating content to get out to people and start talking about these stories The other thing I wanted to remind you is the ladder of engagement This is a very Thing that I show every single campaign I work on because it's a reminder that people don't show up one day and say I want to be a patient safety advocate Instead they say to themselves very early. Do I care about this issue to have a preference because there's a million issues, right? In fact interestingly enough people give your kids grief about being the generation just spends all their time on their phones, right? Under 29 year old kids from 13 to 29 are the most politically active generation in the history There four times is more politically active than any of their parents They just do all of it online and so we're competing in the online space for people to actually care about our issue and Then second appreciation desire to work for our issue. Why should they help? Why should they be part of this patient safety movement and then third after they figure that out? Familiarity can they actually talk about the issue? Have we given them information as you as medical professionals? Have you given them enough to go advocate? In the workplace with their friends with their families about why these are so important and Then fourth finally after all three of those and this is true with everything It's how you get people to go buy coca-cola. It's how uber gets people to drive in there It's how Barack Obama became president You got to move people through these four steps and the final step is awareness I want to take this and I want to be an advocate for the issue You can't just expect people are going to show up and do this You have to work them down the ladder of engagement and that is how in the end they will be part of this movement I Also want to remind you that this is not just me up here saying this The grassroots world of politics and grassroots has changed everything in the last ten years Including there's two recent examples I polled the women's March started out as an email and is now the most powerful political movement of our lifetime Happening all over the world in Europe people started doing protest movements founded their own party and They are currently leading in the polls right before the election This stuff is all happening online You know the Arab Spring is another example Barack Obama's another example all of these things are happening online and it's people organizing themselves and so we have to decide whether or not We're gonna be a part of this because in the old days people just bought a bunch of boring TV ads and it was enough right now I have commercial clients who Refused to buy one television it because it's useless They just go right online and have a conversation because people are out there trying every single day So this is the future this is what we want. This is who we are Zero deaths because that's the right thing to do for the world. So right thing to do for Everyone in this room. It's why we started a movement and it's a reminder in the end that Movements are fundamentally about organizing They are about getting more people involved We call the snowflake in politics start out small and then roll the snowflake Then you got a little ball and you roll the ball down the hill and suddenly you've got a bigger snowball And then at the end you have a really nice three layered snowman That your brother or sister comes and beats with a bat and breaks it right after you get done, right? that movement is how politics gets done and most of it is happening online and if we if we are part of that discussion and I think I've showed you recently in our in our Social listening exercises that right now we have some more work to do We have some work to do to talk about the positive things and we have more work to do Inside the movement inside the health care community was starting to talk about the things we're doing Because right now It's one thing to be part of this great thing that we're doing and we're making commitments in this room today They're going to change the world, but we have to bring more people in and if we do that We'll change the world and if we do that we'll get to hug and celebrate Like present I did an election night. This is my sob to Joe because Joe loves this photo and a reminder that we all win so Thank you very very Thank you very very much for listening to me ramble about something. I obviously believe very deeply in and if you don't do a Facebook Post today or a tweet or email your entire list Joe says you cannot eat dinner. Thank you very much