5 Theses for Social Media in Healthcare

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

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

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

492 Years Ago Next Saturday

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

Is Healthcare Unique? • “You’re unique...just like everyone else” • Healthcare: less unique than you think

Low-Tech Social Media http://tinyurl.com/32xbjx

Dizzy Dean’s Philosophy: “It ain’t braggin’ if you can back it up.”

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

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

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

Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00

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

Cost for a Standard Definition Flip Video Camera $150.00 HD available for an additional $80

podcasts.mayoclinic.org

newsblog.mayoclinic.org

sharing.mayoclinic.org

Yearly Cost for a Customized Blog $75.00

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

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

Five Practical Case Studies

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. ”

VVP for Philadelphia Phillies

A Story from Twitter

Ensuing Conversation

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 4.7 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

Lessons • Your mileage may vary, but... • You’ll go a lot farther if you get a car.

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

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

A Personal Patient Perspective • Mysterious anemia • Good News/Bad News • Tweeting the diagnosis • Immense response • Practical support

Applying Patient Perspective to Research Promotion

“Kids will take a chance. If they don’t know, they’ll have a go.” -- Sir Ken Robinson, TED 2006

“Your kids aren’t smarter than you are. They’re just not afraid to look dumb.”

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 #ePatCon (Twitter) or via SMUG comments

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5 Theses for Social Media in Healthcare

by Lee Aase on Oct 23, 2009

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