35 Theses on Why Social Media are
 Essential to Healthcare’s Future

               Lee Aase
  Manager, Syndication and So...
About Lee Aase (@LeeAase)
• B.S. Political Science
• 14 years in politics and government at
 local, state, national levels...
A Grandpa who appreciates the
     power of Facebook
Healthcare Reform
Health Insurance Reform?
Healthcare Reformation!
Thesis #1: Air was the
original social medium
Mayo Clinic and Word of Mouth

• 91 percent of patients surveyed say
 they have said “good things” to an
 average of 40 pe...
Sources of Information Influencing
       Preference for Mayo Clinic

     Word of mouth                                  ...
#2: Electronic tools merely
  facilitate broader, more
 efficient transmission by
  overcoming inertia and
            fri...
#3: The mass media era was
    a temporary anomaly
Evolution of Community
• Local: Pre-1930
• National: 1930-2005, made possible by
 mass media
• Global: Post-2005, individu...
#4: Social media are the
third millennium’s defining
   communications trend
#5: Social media affect every
industry; technology grows
 those effects exponentially
Businesses Already Revolutionized
• Music - iTunes vs. Tower Records
• Classified Advertising - eBay, Craigslist
• Booksto...
#6: Social media were
originally about relationships,
not technology. They still are.
#7: Hand-wringing about
merits and dangers of social
 media is as productive as
      debating gravity.
#8: Neglecting social media
≈ pilots ignoring gravity and
    has similar outcomes
#9: Mass media will remain
powerful levers that move --
 and are moved by -- social
        media buzz.
EVP for Philadelphia Phillies
#10: Social media strategies
    can’t compensate for an
inferior offering or bad service
United Breaks Guitars Breaks United
#11: Social media strategies
 can help make a product,
service or experience better
#12: Failure to understand
  social media = media
       malpractice
#13: Social media offer
unprecedented opportunity
for transformational change
       and productivity
#14: Strategic thinking about
social media is no substitute
          for action
Tips on Personal Steps to Explore

• Establish a permanent personal email
• Get profiles in Facebook, LinkedIn
• Get a Twi...
Starter Steps for Nonprofits
• Claim your Twitter “handle”
• Create a Facebook “fan” page
• Create a YouTube channel
#15: You can hear a lot just
       by listening
A Story from Twitter
Ensuing Conversation
#16: Social media tools
make mass media power
  available to anyone
#17: Social media are free in
 any ordinary sense of the
word (or at least ridiculously
       inexpensive)
Total Cost for Mayo Clinic
Facebook, YouTube and Twitter




  $0.00
Cost for a Standard Definition
      Flip Video Camera




$149.99
   HD available for an additional $50
podcasts.mayoclinic.org
newsblog.mayoclinic.org
sharing.mayoclinic.org
Yearly Cost for a
 Customized Blog




$75.00
Cost for Your Global TV Station
   and Publishing Platform




$300.00
#18: As I approaches zero,
 ROI approaches infinity
#19: MacGyver is the model
 for social media success
The MacGyver Mindset
Mayo Clinic Medical Edge
News Media Syndications
First Foray in New Media




• Existing Medical Edge radio mp3s
• Launched Sept. ‘05; Downloads up
 8,217 percent Oct. vs....
Step 2: More, Longer Podcasts
#20: Social media enable
authentic communication if
  you don’t purposefully
    complicate things
Key Tool: Flip Video Camera*
• Affordable for all campuses (and you)
• Recording interviews (with tripod)
 improves existi...
Case Study: Simple Storytelling

• 8:45 a.m. Colleague mentions article
 coming off embargo at 3 p.m.
• Interviewed M.D. v...
#21: Technology makes
things possible. People
 make things happen.
#22: Social media are an
essential part of a balanced
   communications diet
Basic Social Media “Food Groups”
#23: Almost all Web surfers
  use social media today
#24: Compelling content is
 much more valuable than
 advertising time or space
The Octogenarian Idol Story
• Alerted to interesting video of elderly
 couple playing piano in Gonda atrium
• Video shot b...
The next day...
Six days later...
April 22
Sunday, May 3
May 4
Cinco de Mayo
May 10
May 11
May 12
May 15
Early Morning May 26
May 26, 2009: Live in Studio
  Good Morning America
Results to Date

• More than 4.8 million views on YouTube
• >1.4 million views on Sharing Mayo Clinic
• From 200 views/mon...
#25: If you’re remarkable
enough, your customers will
   create content for you
Jillayn Hey’s “Remarkable” Story
“One statement has stuck out above all
of the medical jargon written by the
surgeons and ...
Therapeutic Storytelling...
“I recently read an (Utne Reader) article ... (which said) that
through telling our personal s...
#26: Your mileage may vary,
 but you’ll go a lot further if
       you get a car.
Answers to Objections
• “But what about the cost in staff time to
 maintain all of these social media
 platforms? They’re ...
Thesis #27: A Step Beyond 7 Habits
“8th Habit” Opportunity
I can go to any group, and I do it all the time, all over the world, and I
ask a simple question: ...
Stephen Covey’s “8th Habit”
Going beyond effectiveness to greatness


 “Find your voice and inspire
     others to find th...
#28: Paying for advertising
while not taking advantage
of FREE social media tools
  isn’t particularly astute
A Story from Facebook...
Tamiko says...

“I’ve had lots of people ask me about the
YouTube video and I’ve told at least 30
people they should go to...
“Kids will take a chance.
   If they don’t know,
   they’ll have a go.”
 -- Sir Ken Robinson, TED 2006
#29: Your kids aren’t smarter
 than you are. They’re just
  not afraid to look dumb.
#30: You can save enough
using free social media tools
 to pay for expanded efforts
Healthline becomes
      Medical Edge Weekend
• Host is Mayo Clinic M.D. with 20 years
 local radio experience
• Previous ...
The DIY Syndication Plan
• Production continues at KROC-AM
• Segments delivered to affiliates as
 mp3 files for next week’...
Early Results
• Already a “win”: formerly local program
 now on >10 stations, including Montreal
• Gradual growth is pract...
#31: Unforeseen implications
   of social media are more
 likely positive than negative
#32: Healthcare organizations
should thoughtfully engage in
        social media
#33: Social media will
decrease diffusion time for
 research and innovations
A Personal Patient Perspective

• Mysterious anemia
• Good News/Bad News
• Tweeting the diagnosis
• Immense response
• Pra...
Applying Patient Perspective to
     Research Promotion
Applying Patient Perspective to
     Research Promotion
#34: Challenges of
introducing social media in
 healthcare are not unique
#35: Social technologies will
   transform healthcare
How can we accelerate the pace?
• Free/low-cost practical experiments
  − On-line chats about research findings
    instea...
If you have an iPhone, Let’s Bump!
If not, contact me by...

• Googling Lee Aase or SMUG U
• @LeeAase on Twitter
• aase.lee@mayo.edu
• Continue conversation ...
Via the Original Social Medium
        (See Thesis #1)
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
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The slides to accompany my presentation at the 13th Annual Healthcare Internet Conference at Caesars Palace in Las Vegas.

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35 Theses on Why Social Media are Essential to Healthcare's Future

  1. 1. 35 Theses on Why Social Media are Essential to Healthcare’s Future Lee Aase Manager, Syndication and Social Media Mayo Clinic 13th Annual Healthcare Internet Conference #hcic November 2, 2009
  2. 2. About Lee Aase (@LeeAase) • B.S. Political Science • 14 years in politics and government at local, state, national levels • Mayo Clinic since April 2000 − Media relations consultant − Manager since 2004 − Media Relations/Research Comm − Syndication and Social Media
  3. 3. A Grandpa who appreciates the power of Facebook
  4. 4. Healthcare Reform
  5. 5. Health Insurance Reform?
  6. 6. Healthcare Reformation!
  7. 7. Thesis #1: Air was the original social medium
  8. 8. 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
  9. 9. Sources of Information Influencing Preference for Mayo Clinic Word of mouth 84 Stories in the media 57 MD recommendation 44 Advertising 27 Internet/Websites 26 Personal experience 24 Mailings to home 18 0 20 40 60 80 100
  10. 10. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  11. 11. #3: The mass media era was a temporary anomaly
  12. 12. Evolution of Community • Local: Pre-1930 • National: 1930-2005, made possible by mass media • Global: Post-2005, individuals members of multiple communities of interest without regard to geography • Succeeding levels build upon earlier stages without completely supplanting
  13. 13. #4: Social media are the third millennium’s defining communications trend
  14. 14. #5: Social media affect every industry; technology grows those effects exponentially
  15. 15. Businesses Already Revolutionized • Music - iTunes vs. Tower Records • Classified Advertising - eBay, Craigslist • Bookstores • Movie rentals - Local, Blockbuster, Netflix • All mass media • Video cameras • See The Innovator’s Dilemma; TI Solution and TI Prescription - Clayton Christensen
  16. 16. #6: Social media were originally about relationships, not technology. They still are.
  17. 17. #7: Hand-wringing about merits and dangers of social media is as productive as debating gravity.
  18. 18. #8: Neglecting social media ≈ pilots ignoring gravity and has similar outcomes
  19. 19. #9: Mass media will remain powerful levers that move -- and are moved by -- social media buzz.
  20. 20. EVP for Philadelphia Phillies
  21. 21. #10: Social media strategies can’t compensate for an inferior offering or bad service
  22. 22. United Breaks Guitars Breaks United
  23. 23. #11: Social media strategies can help make a product, service or experience better
  24. 24. #12: Failure to understand social media = media malpractice
  25. 25. #13: Social media offer unprecedented opportunity for transformational change and productivity
  26. 26. #14: Strategic thinking about social media is no substitute for action
  27. 27. Tips on Personal Steps to Explore • Establish a permanent personal email • Get profiles in Facebook, LinkedIn • Get a Twitter account • Get a Flip camera (or iPhone 3G S?) • Create a personal YouTube account • Start a personal Blog
  28. 28. Starter Steps for Nonprofits • Claim your Twitter “handle” • Create a Facebook “fan” page • Create a YouTube channel
  29. 29. #15: You can hear a lot just by listening
  30. 30. A Story from Twitter
  31. 31. Ensuing Conversation
  32. 32. #16: Social media tools make mass media power available to anyone
  33. 33. #17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)
  34. 34. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
  35. 35. Cost for a Standard Definition Flip Video Camera $149.99 HD available for an additional $50
  36. 36. podcasts.mayoclinic.org
  37. 37. newsblog.mayoclinic.org
  38. 38. sharing.mayoclinic.org
  39. 39. Yearly Cost for a Customized Blog $75.00
  40. 40. Cost for Your Global TV Station and Publishing Platform $300.00
  41. 41. #18: As I approaches zero, ROI approaches infinity
  42. 42. #19: MacGyver is the model for social media success
  43. 43. The MacGyver Mindset
  44. 44. Mayo Clinic Medical Edge News Media Syndications
  45. 45. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  46. 46. Step 2: More, Longer Podcasts
  47. 47. #20: Social media enable authentic communication if you don’t purposefully complicate things
  48. 48. Key Tool: Flip Video Camera* • Affordable for all campuses (and you) • Recording interviews (with tripod) improves existing processes • Authenticity without writer’s cramp • Provides potential blog resources − Audio of full interview − Video excerpts • Limited group of video editors to ease adoption, ensure quality
  49. 49. Case Study: Simple Storytelling • 8:45 a.m. Colleague mentions article coming off embargo at 3 p.m. • Interviewed M.D. via Flip at 10:20 • Edited video and had password- protected post on blog by 11:55 for pitching • Uploaded files to YouTube channel • WSJ Health Blog used video
  50. 50. #21: Technology makes things possible. People make things happen.
  51. 51. #22: Social media are an essential part of a balanced communications diet
  52. 52. Basic Social Media “Food Groups”
  53. 53. #23: Almost all Web surfers use social media today
  54. 54. #24: Compelling content is much more valuable than advertising time or space
  55. 55. The Octogenarian Idol Story • Alerted to interesting video of elderly couple playing piano in Gonda atrium • Video shot by another patient and uploaded to YouTube by her daughter • Video had been seen 1,005 times in six preceding months since upload • Embedded in Sharing Mayo Clinic, posted to Facebook, Tweeted on 4/7/09
  56. 56. The next day...
  57. 57. Six days later...
  58. 58. April 22
  59. 59. Sunday, May 3
  60. 60. May 4
  61. 61. Cinco de Mayo
  62. 62. May 10
  63. 63. May 11
  64. 64. May 12
  65. 65. May 15
  66. 66. Early Morning May 26
  67. 67. May 26, 2009: Live in Studio Good Morning America
  68. 68. Results to Date • More than 4.8 million views on YouTube • >1.4 million views on Sharing Mayo Clinic • From 200 views/month to 5,000 views/hour • Validation of Thesis #26
  69. 69. #25: If you’re remarkable enough, your customers will create content for you
  70. 70. Jillayn Hey’s “Remarkable” Story “One statement has stuck out above all of the medical jargon written by the surgeons and various nurses who cared for me, and that is this: ‘patient's stay was unremarkable.’ Well, although things went fairly smoothly after a difficult surgery, I would like to say that there was nothing unremarkable about my experience with Mayo.”
  71. 71. Therapeutic Storytelling... “I recently read an (Utne Reader) article ... (which said) that through telling our personal stories of illness and disease, we assist in creating a new story of wellness that facilitates healing and in turn directs a person towards recovery. This is just one aspect that Sharing Mayo Clinic provides. It is not only an opportunity for many patients and perhaps future patients to tell their unique stories to work their way towards health but it also provides a voice for its employees to share parts of their daily work which I know must include joy and sorrow as some of us become well and some of us unfortunately do not. In my opinion, this is just another area that Mayo is ahead of the curve in caring for its patients and obviously their employees as well.”
  72. 72. #26: Your mileage may vary, but you’ll go a lot further if you get a car.
  73. 73. Answers to Objections • “But what about the cost in staff time to maintain all of these social media platforms? They’re not really that cheap!” − AT&T free phone service in 1969 − Pitney Bowes free fax machines and supplies in 1989 − YouTube, Facebook and Twitter free in 2009
  74. 74. Thesis #27: A Step Beyond 7 Habits
  75. 75. “8th Habit” Opportunity I can go to any group, and I do it all the time, all over the world, and I ask a simple question: “How many honestly believe that the vast majority of the workforce in your organizations possess more talent, more intelligence, more capability, more creativity, more resourcefulness than their present jobs require or even allow them to use?” Literally, almost everyone raises their hands…. Think of the loss of what we could call “voice,” of people’s intelligence, capability, creativity. And yet I can ask the next question: … “How many feel pressured to produce more for less?” and you know what, the same amount of hands go up. Now just put those two questions together: Here there’s this enormous capability and talent and intelligence, and also this great pressure to produce more for less, and they’re not able to even use it. -- Stephen Covey
  76. 76. Stephen Covey’s “8th Habit” Going beyond effectiveness to greatness “Find your voice and inspire others to find theirs”
  77. 77. #28: Paying for advertising while not taking advantage of FREE social media tools isn’t particularly astute
  78. 78. A Story from Facebook...
  79. 79. Tamiko says... “I’ve had lots of people ask me about the YouTube video and I’ve told at least 30 people they should go to Mayo. ”
  80. 80. “Kids will take a chance. If they don’t know, they’ll have a go.” -- Sir Ken Robinson, TED 2006
  81. 81. #29: Your kids aren’t smarter than you are. They’re just not afraid to look dumb.
  82. 82. #30: You can save enough using free social media tools to pay for expanded efforts
  83. 83. Healthline becomes Medical Edge Weekend • Host is Mayo Clinic M.D. with 20 years local radio experience • Previous syndication not feasible − 1999: Unlikely profitable − 2008: $20K/month unavailable • Opportunity for creative application of social media tools
  84. 84. The DIY Syndication Plan • Production continues at KROC-AM • Segments delivered to affiliates as mp3 files for next week’s broadcast • Topic for live production posted to blog, promoted via Twitter • Listen live through audio stream from flagship station • Podcasts posted 9 days later
  85. 85. Early Results • Already a “win”: formerly local program now on >10 stations, including Montreal • Gradual growth is practical because costs are nearly $0.00 • Unbridling a physician’s passion • Significant new social media content • Questions “tweeted” from four continents • Follow #mayoradio or @mayoclinic
  86. 86. #31: Unforeseen implications of social media are more likely positive than negative
  87. 87. #32: Healthcare organizations should thoughtfully engage in social media
  88. 88. #33: Social media will decrease diffusion time for research and innovations
  89. 89. A Personal Patient Perspective • Mysterious anemia • Good News/Bad News • Tweeting the diagnosis • Immense response • Practical support
  90. 90. Applying Patient Perspective to Research Promotion
  91. 91. Applying Patient Perspective to Research Promotion
  92. 92. #34: Challenges of introducing social media in healthcare are not unique
  93. 93. #35: Social technologies will transform healthcare
  94. 94. How can we accelerate the pace? • Free/low-cost practical experiments − On-line chats about research findings instead of just surgical tweets − Journalist-level access to embargoed research findings for bloggers − Virtual support groups w/medical pros − More collaboration within and among organizations via Yammer, Twitter, etc. − Share case studies within industry
  95. 95. If you have an iPhone, Let’s Bump!
  96. 96. If not, contact me by... • Googling Lee Aase or SMUG U • @LeeAase on Twitter • aase.lee@mayo.edu • Continue conversation at #hcic, #hcsm, #hcmktg (Twitter), via SMUG comments and...
  97. 97. Via the Original Social Medium (See Thesis #1)

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