Social Media in Health Care:
  Proofs, Possibilities and
      Practical Pointers

 Baptist Health South Florida

        ...
Agenda
• Preliminaries and Introductions
• Social media and why you should care
• The MacGyver Mindset and Toolbox
• Healt...
Your Questions

• How do you overcome staff fear or
 intimidation about social media?
• How can we use social media
 perso...
About Lee Aase - @LeeAase

• B.S. Political Science
• 14 years in politics and government at
 local, state, national level...
A Grandpa who appreciates the
     power of Facebook...




                            5
Disclaimers
•   These results not typical
•   Use as directed
•   Read and follow label directions
•   Side effects may in...
The Most Important Word (and
Book Recommendation) in Web 2.0




                             7
Star Tribune Values and The
    Changing Media Landscape

• 1998 $1.2 Billion
• 2006: $530 Million
• Today: Bankruptcy



...
Chicago Tribune Values

• 2000: Tribune Co. buys Los Angeles
 Times for $8 Billion
• 2007: Sam Zell buys Tribune Co.
 (inc...
Comparables in the Neighborhood

• Wall Street Journal: $5 Billion
• Chicago Tribune: $8 Billion
• Star Tribune: $0.53 Bil...
Facebook Demographics

• More than 200 million active users
• More than half visit daily
• More than 2/3 outside of colleg...
Intro to FREE Tools
• Blogs
• Podcasts
• RSS
• Social Networks
• Wikis
• YouTube
• Twitter
• Updates: Slideshare, uStream,...
Intro to Blogs




• Just an easy-to-publish Web site that
 allows comments
• Blogs in Plain English - Lee LeFever
       ...
RSS = Really Simple Syndication

• Lets you easily track dozens of blogs
 or other Web sites without surfing
• Truly opt-i...
Podcasts

• TiVo for Audio (and now video)
• Don’t need an iPod to use
• Series of segments to which you can
 subscribe vi...
Social Networking Sites




                          16
Wikis

• Collaborative editing tools
• Wikipedia the most famous
• 2.9 million articles in English
• Definitive stories qu...
18
YouTube

• World’s second largest search
 engine
• Google bought for $1.65 Billion
• “The world has voted, and we want
 to...
20
Other Important Platforms

• Slideshare.net: YouTube for
 PowerPoint and Keynote
• uStream.tv: Your own global
 television...
22
A Taste of Tweetcamp

• Understanding the Phenomenon
• Exploring Applications




                                 23
Twitter vs. Facebook

• Facebook is primarily for
 strengthening existing connections
 (or re-establishing former ones.) F...
Twitter vs. Blogs
• Twitter is a micro-blogging platform.
• Limited length reduces writer’s/artist’s
 block
• Blogs provid...
5 Reasons Twitter Beats Email

• “Brevity is the soul of wit” - and of
 Twitter
• No expectation to read and respond to
 e...
Twitter Hashtags

• Enable easy gathering, especially
 around an event, such as:
  • #hcsm
  • #hesca
  • #LeeAaseIsReally...
Twitter Etiquette
• Generally follow your followers
• Following not = endorsement
• Auto d to new followers = Not Cool
• “...
Making Twitter More Productive

• Desktop Applications
   • Tweetdeck
   • Twhirl
• Phone Applications
   • Twittelator
  ...
Twitter Case Study #1: Listening




                               30
Ensuing Conversation




                       31
Twitter Case Study #2: “Tweetup”
           in Baltimore
            Me: Are you based in Baltimore?



 Me: I’m going to ...
Twitter Case Study #3:
Journalist Interactions




                          33
34
Hospitals Using Social Media
     (via @EdBennett)




                               35
Growth of YouTube vs. Twitter




                                36
37
38
39
40
41
42
The MacGyver Mindset




                       43
Mayo Clinic’s Social Media
      Experience



                        44
Mayo Clinic’s Origin




http://tinyurl.com/32xbjx
Sources of Information Influencing
           Preference for Mayo Clinic
     Word of mouth                               ...
Mayo Clinic Medical Edge
News Media Syndications




                           47
Mayo Clinic Social Media Progression
 • Reach people directly
    • Started with Medical Edge
    • Produce economically t...
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




                           50
51
52
53
54
Total Cost for Mayo Clinic
Facebook, YouTube and Twitter




 $0.00
                            55
Key Tool: Flip Video Camera*
• Affordable for all campuses (and you)
• Recording interviews (with tripod)
 improves existi...
Cost for a Standard Definition Flip
          Video Camera




$150.00
   HD available for an additional $80

            ...
HD: Worth the Investment




                           58
podcasts.mayoclinic.org




                          59
newsblog.mayoclinic.org




                          60
Next Step: Launched 1/22/2009
     Sharing Mayo Clinic
• Gathering global Mayo community
   • Patients telling their stori...
sharing.mayoclinic.org




                         62
63
Complying with HIPAA

• Comments moderated to prevent privacy
 breaches
  • Patients can divulge own info in
    comments
...
Benefits of Comment Threads

• Patient stories most popular on .org
• Outlet for grateful patients who want
 to tell their...
Where Sharing Mayo Clinic Fits

• News Blog - Breaking research news;
 “Hard” news - Like U.S News, Time
• Podcast Blog - ...
Other Blogs...

• Health Policy Center Blog
• Physician Update Blog - For referring
 MDs but not limited to them
• Diversi...
Yearly Cost for a
 Customized Blog




$75.00
                     68
Old-Style Online Newsroom vs.
   MacGyver Online Newsroom
• Web 1.0 Online Newsroom
   • Typically purchased from a Vendor...
Two Case Studies of Mainstream
Media Facilitated by Social Media
• Wall Street Journal Health Blog
   • Pitched via Facebo...
71
72
73
74
75
76
77
Answers to Objections

• “But what about the cost in staff time
 to maintain all of these social media
 platforms? They’re...
Stephen Covey’s “8th Habit”
Going beyond effectiveness to greatness


 “Find your voice and inspire
     others to find th...
“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: ...
Sharing Some Stories...




                          81
82
Affirming our Employees

Dear staff,
This 4 minute video actually made me tear
up…the patients mentioning our Judd
Session...
Two Case Studies of Mainstream
Media Facilitated by Social Media
• Wall Street Journal Health Blog
   • Pitched via Facebo...
Don’t (just) pitch the media.

       Be the media.



                            85
Enhancing Distribution of
     Patient-Generated Content
• Alerted to interesting video of elderly
 couple playing piano i...
The next day...




                  87
Six days later...




                    88
April 22




           89
Sunday, May 3




                90
91
92
May 4




        93
Cinco de Mayo




                94
May 10




         95
96
May 11




         97
May 12




         98
A sampling of the comments...




                                99
May 15




         100
Early Morning May 26




                       101
May 26, 2009: Live in Studio
  Good Morning America




                               102
May 28, 2009




               103
Results to Date
• More than 4.3 million views on
 YouTube
• More than 1.4 million views on
 Sharing Mayo Clinic
• Before p...
Lessons
• Your mileage may vary, but...
• You’ll go a lot farther if you get a car.




                                  ...
Summary

• Twitter, Facebook, YouTube: $0
• Sharing Mayo Clinic blog: $75
• Bringing joy to the world
 through music: Pric...
Immense Potential

• Marketing we couldn’t buy at any price
   • 500,000 annual unique patients,
    50,000 employees as a...
“Your kids aren’t
smarter than you are.
   They’re just not
afraid to look dumb.”


                   108
109
Tips on Personal Steps to Explore

• Establish a permanent personal email
• Get profiles in Facebook, LinkedIn
• Get a Twi...
Starter Steps for Institutions

• Claim your organization’s Twitter
 “handle”
• Create a Facebook “fan” page
• Create a Yo...
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Baptist Health Presentation

  1. 1. Social Media in Health Care: Proofs, Possibilities and Practical Pointers Baptist Health South Florida Lee Aase Manager, Syndication and Social Media Mayo Clinic August 12, 2009
  2. 2. Agenda • Preliminaries and Introductions • Social media and why you should care • The MacGyver Mindset and Toolbox • Health Care Social Media Penetration • Mayo Clinic’s Experience • A Particular Case Study • Answering your questions • Hands-on, practical experiences 2
  3. 3. Your Questions • How do you overcome staff fear or intimidation about social media? • How can we use social media personally and professionally? • What can we learn from Mayo’s experience as we launch a blog? 3
  4. 4. 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 4
  5. 5. A Grandpa who appreciates the power of Facebook... 5
  6. 6. Disclaimers • These results not typical • Use as directed • Read and follow label directions • Side effects may include vertigo, watery eyes, crackberry thumb and iPhone application addiction • Social media tools are an essential part of a balanced communications diet • If insufficient media coverage persists, consult your communications doctor • Your mileage may vary 6
  7. 7. The Most Important Word (and Book Recommendation) in Web 2.0 7
  8. 8. Star Tribune Values and The Changing Media Landscape • 1998 $1.2 Billion • 2006: $530 Million • Today: Bankruptcy 8
  9. 9. Chicago Tribune Values • 2000: Tribune Co. buys Los Angeles Times for $8 Billion • 2007: Sam Zell buys Tribune Co. (including Los Angeles Times) for $8.2 Billion 9
  10. 10. Comparables in the Neighborhood • Wall Street Journal: $5 Billion • Chicago Tribune: $8 Billion • Star Tribune: $0.53 Billion • Total for all three < Facebook (MSFT paid $240 Million for 1.6% of stock) 10
  11. 11. Facebook Demographics • More than 200 million active users • More than half visit daily • More than 2/3 outside of college • Over 35 is fastest growing demo 11
  12. 12. Intro to FREE Tools • Blogs • Podcasts • RSS • Social Networks • Wikis • YouTube • Twitter • Updates: Slideshare, uStream, Skype 12
  13. 13. Intro to Blogs • Just an easy-to-publish Web site that allows comments • Blogs in Plain English - Lee LeFever 13
  14. 14. RSS = Really Simple Syndication • Lets you easily track dozens of blogs or other Web sites without surfing • Truly opt-in “email” • RSS “baked in” to IE 7, Safari • Google Reader a free Web option 14
  15. 15. Podcasts • TiVo for Audio (and now video) • Don’t need an iPod to use • Series of segments to which you can subscribe via RSS • iTunes free for PC or Mac • Create your own FREE podcast (listed in iTunes) through SMUG 15
  16. 16. Social Networking Sites 16
  17. 17. Wikis • Collaborative editing tools • Wikipedia the most famous • 2.9 million articles in English • Definitive stories quickly on • 35W Bridge Collapse • Virginia Tech shooting 17
  18. 18. 18
  19. 19. YouTube • World’s second largest search engine • Google bought for $1.65 Billion • “The world has voted, and we want to watch videos on YouTube.” - Andy Sernovitz, Blog Council 19
  20. 20. 20
  21. 21. Other Important Platforms • Slideshare.net: YouTube for PowerPoint and Keynote • uStream.tv: Your own global television channel • Skype: Audio and Videoconferencing • Mix and Match 21
  22. 22. 22
  23. 23. A Taste of Tweetcamp • Understanding the Phenomenon • Exploring Applications 23
  24. 24. Twitter vs. Facebook • Facebook is primarily for strengthening existing connections (or re-establishing former ones.) For your friends. • Twitter enables you to connect with people who have common interests. For the friends you don’t know yet. 24
  25. 25. Twitter vs. Blogs • Twitter is a micro-blogging platform. • Limited length reduces writer’s/artist’s block • Blogs provide opportunity for more thoughtful reflection and development • Tweeting = great way to take notes on a live event • Blog = platform for review/synthesis • Twitter = great for spreading word about posts 25
  26. 26. 5 Reasons Twitter Beats Email • “Brevity is the soul of wit” - and of Twitter • No expectation to read and respond to everything • Conversations open and discoverable • Direct messages can reach recipients with priority • Blocking or unfollowing punishes abuses 26
  27. 27. Twitter Hashtags • Enable easy gathering, especially around an event, such as: • #hcsm • #hesca • #LeeAaseIsReallyWonderful • Follow in search.twitter.com or log into room on Tweetchat.com • Create a hashtag simply by using it in a tweet 27
  28. 28. Twitter Etiquette • Generally follow your followers • Following not = endorsement • Auto d to new followers = Not Cool • “Protecting” updates also = Not Cool • Replying (@) = Cool • Re-Tweet (RT) to credit sources, help followers find interesting tweeters also = Cool 28
  29. 29. Making Twitter More Productive • Desktop Applications • Tweetdeck • Twhirl • Phone Applications • Twittelator • Tweetie • Twitterific • Various Web sites like HootSuite 29
  30. 30. Twitter Case Study #1: Listening 30
  31. 31. Ensuing Conversation 31
  32. 32. Twitter Case Study #2: “Tweetup” in Baltimore Me: Are you based in Baltimore? Me: I’m going to be there Tuesday for this conference. (asae.center.or/hcc) on a panel RU available late pm? Me: I’m flying out Tues at 6:45 p.m. Any avail in the later afternoon? I think my panel is done about 2:30 32
  33. 33. Twitter Case Study #3: Journalist Interactions 33
  34. 34. 34
  35. 35. Hospitals Using Social Media (via @EdBennett) 35
  36. 36. Growth of YouTube vs. Twitter 36
  37. 37. 37
  38. 38. 38
  39. 39. 39
  40. 40. 40
  41. 41. 41
  42. 42. 42
  43. 43. The MacGyver Mindset 43
  44. 44. Mayo Clinic’s Social Media Experience 44
  45. 45. Mayo Clinic’s Origin http://tinyurl.com/32xbjx
  46. 46. Sources of Information Influencing Preference for Mayo Clinic Word of mouth 84 Stories in the media 57 MD recommendation 44 Advertising 27 2006 Study Internet/Websites 26 Personal experience 24 Mailings to home 18 0 20 40 60 80 100 46
  47. 47. Mayo Clinic Medical Edge News Media Syndications 47
  48. 48. Mayo Clinic Social Media Progression • Reach people directly • Started with Medical Edge • Produce economically to fit medium • Provide platforms for sharing • Create outposts on popular sites • Energize word of mouth • Leverage social media with mass media and vice versa • Sharing Mayo Clinic 48
  49. 49. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  50. 50. Step 2: More, Longer Podcasts 50
  51. 51. 51
  52. 52. 52
  53. 53. 53
  54. 54. 54
  55. 55. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00 55
  56. 56. 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 56
  57. 57. Cost for a Standard Definition Flip Video Camera $150.00 HD available for an additional $80 57
  58. 58. HD: Worth the Investment 58
  59. 59. podcasts.mayoclinic.org 59
  60. 60. newsblog.mayoclinic.org 60
  61. 61. Next Step: Launched 1/22/2009 Sharing Mayo Clinic • Gathering global Mayo community • Patients telling their stories • Employee bloggers recruited from throughout organization • Video profiles of patients/staff • Hub to integrate Mayo social media • Interactive companion to print edition • sharing.mayoclinic.org 61
  62. 62. sharing.mayoclinic.org 62
  63. 63. 63
  64. 64. Complying with HIPAA • Comments moderated to prevent privacy breaches • Patients can divulge own info in comments • When comments aren’t from patient, de-identify • Get HIPAA releases for special comments or video we shoot and upload 64
  65. 65. Benefits of Comment Threads • Patient stories most popular on .org • Outlet for grateful patients who want to tell their stories • Prompts patients to think about sharing stories • Alerts us to great stories we may want to feature in publications, Medical Edge, media pitches 65
  66. 66. Where Sharing Mayo Clinic Fits • News Blog - Breaking research news; “Hard” news - Like U.S News, Time • Podcast Blog - Evergreen “news you can use” - Like Prevention • Sharing Mayo Clinic - Features; behind the scenes at Mayo Clinic, and stories from patients in their own words - Like People 66
  67. 67. Other Blogs... • Health Policy Center Blog • Physician Update Blog - For referring MDs but not limited to them • Diversity in Education Blog • Advancing the Science - Medical science blog - our medical version of Scientific American 67
  68. 68. Yearly Cost for a Customized Blog $75.00 68
  69. 69. Old-Style Online Newsroom vs. MacGyver Online Newsroom • Web 1.0 Online Newsroom • Typically purchased from a Vendor • Costly - up to $10,000 + monthly fee • Password-Protected Access • “MacGyver” Online Newsroom • DIY • $45/year or $0.12/day • Open to customers/patients/links 69
  70. 70. Two Case Studies of Mainstream Media Facilitated by Social Media • Wall Street Journal Health Blog • Pitched via Facebook • Previewed on News Blog • Embedded from YouTube • CBS Radio Network • Flip audio downloaded from news blog made national network air 70
  71. 71. 71
  72. 72. 72
  73. 73. 73
  74. 74. 74
  75. 75. 75
  76. 76. 76
  77. 77. 77
  78. 78. 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 78
  79. 79. Stephen Covey’s “8th Habit” Going beyond effectiveness to greatness “Find your voice and inspire others to find theirs” 79
  80. 80. “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 80
  81. 81. Sharing Some Stories... 81
  82. 82. 82
  83. 83. Affirming our Employees Dear staff, This 4 minute video actually made me tear up…the patients mentioning our Judd Sessions, classes and pamphlets…in relation to their satisfaction with their care. How wonderful to hear. The patient/family testimonials reminded me how we are making a difference through patient education in the lives of our patients/families. 83
  84. 84. Two Case Studies of Mainstream Media Facilitated by Social Media • Wall Street Journal Health Blog • Pitched via Facebook • Previewed on News Blog • Embedded from YouTube • CBS Radio Network • Flip audio downloaded from news blog made national network air 84
  85. 85. Don’t (just) pitch the media. Be the media. 85
  86. 86. Enhancing Distribution of Patient-Generated Content • Alerted to interesting video of elderly couple playing piano in Gonda atrium • Embedded in Sharing Mayo Clinic, posted to Facebook, Tweeted on 4/7/09 • Video had been seen 1,005 times in six preceding months since upload 86
  87. 87. The next day... 87
  88. 88. Six days later... 88
  89. 89. April 22 89
  90. 90. Sunday, May 3 90
  91. 91. 91
  92. 92. 92
  93. 93. May 4 93
  94. 94. Cinco de Mayo 94
  95. 95. May 10 95
  96. 96. 96
  97. 97. May 11 97
  98. 98. May 12 98
  99. 99. A sampling of the comments... 99
  100. 100. May 15 100
  101. 101. Early Morning May 26 101
  102. 102. May 26, 2009: Live in Studio Good Morning America 102
  103. 103. May 28, 2009 103
  104. 104. Results to Date • More than 4.3 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 104
  105. 105. Lessons • Your mileage may vary, but... • You’ll go a lot farther if you get a car. 105
  106. 106. Summary • Twitter, Facebook, YouTube: $0 • Sharing Mayo Clinic blog: $75 • Bringing joy to the world through music: Priceless 106
  107. 107. Immense Potential • Marketing we couldn’t buy at any price • 500,000 annual unique patients, 50,000 employees as ambassadors • More efficient care delivery • Patient support groups • Chronic disease management • Workplace Collaboration • Free versions let you prove concept, gauge readiness 107
  108. 108. “Your kids aren’t smarter than you are. They’re just not afraid to look dumb.” 108
  109. 109. 109
  110. 110. 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 110
  111. 111. Starter Steps for Institutions • Claim your organization’s Twitter “handle” • Create a Facebook “fan” page • Create a YouTube channel • For Extra Credit: If you have organizational commitment, create a multi-author blog 111

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