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5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
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5 Theses for Social Media in Healthcare

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My keynote presentation to be delivered in Minneapolis on Oct. 24 at HealthCamp Minnesota (#HCMN)

My keynote presentation to be delivered in Minneapolis on Oct. 24 at HealthCamp Minnesota (#HCMN)

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  • 1. 5 Theses on Social Media in Healthcare and Case Studies to Prove Them Lee Aase Manager, Syndication and Social Media Mayo Clinic Healthcamp Minnesota #hcmn October 24, 2009
  • 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. Agenda • What’s unique about healthcare and social media? • Mayo Clinic’s social media experience • Downsides of social media? Or at least unforeseen implications? • Ideas for pushing the envelope
  • 4. 492 Years Ago Next Saturday
  • 5. Five Social Media Theses • Social media are the defining trend in communications in the 21st century • Social media will dramatically affect every industry • Hand-wringing about merits and dangers of social media is unproductive • Healthcare organizations should thoughtfully engage with social media • Social media tools offer unprecedented opportunity for transformational change
  • 6. Is Healthcare Unique? • “You’re unique...just like everyone else” • Healthcare: less unique than you think
  • 7. Low-Tech Social Media http://tinyurl.com/32xbjx
  • 8. Dizzy Dean’s Philosophy: “It ain’t braggin’ if you can back it up.”
  • 9. It’s not braggin’ when other people say it... • 91 percent of patients surveyed say they have said “good things” to an average of 40 people following a Mayo visit • 85 percent say they recommended Mayo to a friend − Advised an average of 16 to come − 5 actually came
  • 10. 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
  • 11. Mayo Clinic Medical Edge News Media Syndications
  • 12. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  • 13. Step 2: More, Longer Podcasts
  • 14. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
  • 15. 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
  • 16. Cost for a Standard Definition Flip Video Camera $150.00 HD available for an additional $80
  • 17. podcasts.mayoclinic.org
  • 18. newsblog.mayoclinic.org
  • 19. sharing.mayoclinic.org
  • 20. Yearly Cost for a Customized Blog $75.00
  • 21. 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
  • 22. 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
  • 23. Official Launch Last Month • Already a “win”: formerly local program now on >10 stations, including international • 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
  • 24. Five Practical Case Studies
  • 25. A Story from Facebook...
  • 26. 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. ”
  • 27. VVP for Philadelphia Phillies
  • 28. A Story from Twitter
  • 29. Ensuing Conversation
  • 30. 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
  • 31. The next day...
  • 32. Six days later...
  • 33. April 22
  • 34. Sunday, May 3
  • 35. May 4
  • 36. Cinco de Mayo
  • 37. May 10
  • 38. May 11
  • 39. May 12
  • 40. May 15
  • 41. Early Morning May 26
  • 42. May 26, 2009: Live in Studio Good Morning America
  • 43. Results to Date • More than 4.7 million views on YouTube • More than 1.4 million views on Sharing Mayo Clinic • Before posting to Sharing Mayo Clinic: 1,000 views in six months • After posting, Facebooking and Tweeting: 5,000 views per hour
  • 44. Lessons • Your mileage may vary, but... • You’ll go a lot farther if you get a car.
  • 45. What are the Downsides? • Simplicity and low cost means anyone can publish or broadcast • “Filter then publish” replaced by “publish then filter” • What does it practically mean? • Thesis #3: Hand-wringing about merits and dangers of social media is unproductive
  • 46. Ideas for Pushing the Envelope • On-line chats about research findings replacing surgical tweets • Disease-oriented bloggers receiving journalist-level access to embargoed research findings • Enhanced collaboration inside and among organizations
  • 47. A Personal Patient Perspective • Mysterious anemia • Good News/Bad News • Tweeting the diagnosis • Immense response • Practical support
  • 48. Applying Patient Perspective to Research Promotion
  • 49. Applying Patient Perspective to Research Promotion
  • 50. “Kids will take a chance. If they don’t know, they’ll have a go.” -- Sir Ken Robinson, TED 2006
  • 51. “Your kids aren’t smarter than you are. They’re just not afraid to look dumb.”
  • 52. If you have an iPhone, Let’s Bump!
  • 53. If not, contact me by... • Googling Lee Aase or SMUG U • @LeeAase on Twitter • aase.lee@mayo.edu • Continue conversation at #ePatCon (Twitter) or via SMUG comments

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