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

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

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

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 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 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

#2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction

#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, individuals members of multiple communities of interest without regard to geography • Succeeding levels build upon earlier stages without completely supplanting

#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 • Bookstores • Movie rentals - Local, Blockbuster, Netflix • All mass media • Video cameras • See The Innovator’s Dilemma; TI Solution and TI Prescription - Clayton Christensen

#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 Twitter account • Get a Flip camera (or iPhone 3G S?) • Create a personal YouTube account • Start a personal Blog

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. Aug.

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 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

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

#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 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

The next day...

Six days later...

April 22

Sunday, May 3

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/month to 5,000 views/hour • Validation of Thesis #26

#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 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.”

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.”

#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 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

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: “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

Stephen Covey’s “8th Habit” Going beyond effectiveness to greatness “Find your voice and inspire others to find theirs”

#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 Mayo. ”

“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 syndication not feasible − 1999: Unlikely profitable − 2008: $20K/month unavailable • Opportunity for creative application of social media tools

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

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

#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 • Practical support

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 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

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 at #hcic, #hcsm, #hcmktg (Twitter), via SMUG comments and...

Via the Original Social Medium (See Thesis #1)

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

by Lee Aase on Nov 02, 2009

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