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Lee Aase
Mayo Clinic Center for Social Media
October 11, 2013
Using Social Media Tools in Patient
Advocacy
Mayo Clinic Center for Social Media
• The Mayo Clinic Center for Social Media exists
to improve health globally by acceler...
©2011 MFMER | slide-40
A Catalyst for Social Media
Social Media Health Network
• Membership group associated with Mayo Clinic
Center for Social Media
• For organizations wan...
Agenda
• Increase your personal understanding, comfort
and confidence with social media
• Spur creative thinking on ways y...
Bringing Hope to the Mediocre
©2011 MFMER | 3139261-
About Lee Aase (@LeeAase)
• B.S. Political Science
• 14 years in politics and government at local,
...
One more reason why you can do this...
Intro to Today’s FREE Tools
Blogs RSS
Podcasts Social Networks
Skype YouTube
Wikis Twitter
Slideshare uStream
Intro to Blogs
• Just an easy-to-publish Web site that allows
comments
• Blogs in Plain English - Lee LeFever
• You read t...
My First Blog Post - 7/30/06
Lines from Lee
RSS = Really Simple Syndication
• Lets you easily track dozens of blogs or other
Web sites without surfing
• Truly opt-in ...
Podcasts
• TiVo for Audio (and now video)
• Don’t need an iPod to use
• Series of segments to which you can
subscribe via ...
©2011 MFMER | 3139261-
©2011 MFMER | 3139261-
Social Networking Sites
Wikis
• Collaborative editing tools
• Wikipedia the most famous
• 3.2 million articles in English
• Definitive stories qui...
YouTube
• World’s second largest search engine
• “The world has voted, and we want to watch
videos on YouTube.” - Andy Ser...
The Revolutionary impact of
consumer-grade video
Slideshare.net: YouTube for PowerPoint
A Presentation that created an Alter Ego
Thesis #1: Air was the original
social medium
©2011 MFMER | slide-18
Patient Word of Mouth
2009 Patient Brand Monitor, n=900
• 91% said “good things” about Mayo Clinic
...
©2011 MFMER | slide-20
Sources Influencing Preference
for Mayo Clinic
Consumer Brand Monitor, Base: Respondents who prefer...
#2: Electronic tools merely
facilitate broader, more efficient
transmission by overcoming
inertia and friction
#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
In the European Union, based on current
exchange rates:
€0,00
#18: As I approaches zero,
ROI approaches infinity
Unique Myelofibrosis Patients
0
100
200
300
400
2008 2009 2010 2011
MCF MCA
#22: Social media are an
essential part of a balanced
communications diet
Basic Social Media “Food Groups”
Blogs: The Undiscovered Territory
• A blog is just an easy-to-publish Web site that
allows comments
• Blogs can match look...
Sharing Mayo Clinic/Patient Stories Example
• Relevant patient stories help patients choose
Mayo Clinic
• Patient stories ...
©2011 MFMER | 3139261-
©2011 MFMER | 3139261-
©2011 MFMER | 3139261-
4 Key Points to Remember
• Deepen your knowledge of social tools so you
can think creatively about how to use them
• Maint...
©2011 MFMER | 3139261-
Free Guest Account
©2011 MFMER | 3139261-
Patient Advocate Membership - $45/year
For Further Interaction:
• Google Lee Aase or SMUG U
• @LeeAase on Twitter
• network.socialmedia.mayoclinic.org
Colon Cancer Alliance Presentation
Colon Cancer Alliance Presentation
Colon Cancer Alliance Presentation
Colon Cancer Alliance Presentation
Colon Cancer Alliance Presentation
Colon Cancer Alliance Presentation
Colon Cancer Alliance Presentation
Colon Cancer Alliance Presentation
Colon Cancer Alliance Presentation
Colon Cancer Alliance Presentation
Colon Cancer Alliance Presentation
Colon Cancer Alliance Presentation
Colon Cancer Alliance Presentation
Colon Cancer Alliance Presentation
Colon Cancer Alliance Presentation
Colon Cancer Alliance Presentation
Colon Cancer Alliance Presentation
Colon Cancer Alliance Presentation
Colon Cancer Alliance Presentation
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  1. 1. Lee Aase Mayo Clinic Center for Social Media October 11, 2013 Using Social Media Tools in Patient Advocacy
  2. 2. Mayo Clinic Center for Social Media • The Mayo Clinic Center for Social Media exists to improve health globally by accelerating effective application of social media tools throughout Mayo Clinic and spurring broader and deeper engagement in social media by hospitals, medical professionals and patients. • Our Mission: Lead the social media revolution in health care, contributing to health and well being for people everywhere.
  3. 3. ©2011 MFMER | slide-40 A Catalyst for Social Media
  4. 4. Social Media Health Network • Membership group associated with Mayo Clinic Center for Social Media • For organizations wanting to use social media to promote health, fight disease and improve health care • Dues based on organization revenues • >140 member organizations • Individual memberships and Patient Advocate Associate memberships
  5. 5. Agenda • Increase your personal understanding, comfort and confidence with social media • Spur creative thinking on ways you can apply these tools toward important objectives • You will believe that using social media tools is worthwhile and that you can do it
  6. 6. Bringing Hope to the Mediocre
  7. 7. ©2011 MFMER | 3139261- 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 2003 • Media Relations/Research Comm • Syndication and Social Media • Director, Center for Social Media since 2010
  8. 8. One more reason why you can do this...
  9. 9. Intro to Today’s FREE Tools Blogs RSS Podcasts Social Networks Skype YouTube Wikis Twitter Slideshare uStream
  10. 10. Intro to Blogs • Just an easy-to-publish Web site that allows comments • Blogs in Plain English - Lee LeFever • You read them all the time without even knowing it • Create a blog at wordpress.com or blogger.com in less than a minute
  11. 11. My First Blog Post - 7/30/06 Lines from Lee
  12. 12. 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 browsers • Free Web-based options like Feedly
  13. 13. 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
  14. 14. ©2011 MFMER | 3139261-
  15. 15. ©2011 MFMER | 3139261-
  16. 16. Social Networking Sites
  17. 17. Wikis • Collaborative editing tools • Wikipedia the most famous • 3.2 million articles in English • Definitive stories quickly on • 35W Bridge Collapse • Virginia Tech shooting • Sandy Hook shooting • Boston Marathon bombing
  18. 18. YouTube • World’s second largest search engine • “The world has voted, and we want to watch videos on YouTube.” - Andy Sernovitz, SocialMedia.org
  19. 19. The Revolutionary impact of consumer-grade video
  20. 20. Slideshare.net: YouTube for PowerPoint
  21. 21. A Presentation that created an Alter Ego
  22. 22. Thesis #1: Air was the original social medium
  23. 23. ©2011 MFMER | slide-18 Patient Word of Mouth 2009 Patient Brand Monitor, n=900 • 91% said “good things” about Mayo Clinic after visits • Average of 43 heard “good things” • 86% recommended Mayo Clinic • Average of 24 advised to come • Average of 6 actually came
  24. 24. ©2011 MFMER | slide-20 Sources Influencing Preference for Mayo Clinic Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic; *differs significantly from Q2-2010 5 5 13 25 26 29 33 48 62 82Word of mouth News stories Hospital ratings Internet MD recommendation Personal experience Advertising Direct mail Social media Insurance plan 2010 study (n=119)
  25. 25. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  26. 26. #17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)
  27. 27. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
  28. 28. In the European Union, based on current exchange rates: €0,00
  29. 29. #18: As I approaches zero, ROI approaches infinity
  30. 30. Unique Myelofibrosis Patients 0 100 200 300 400 2008 2009 2010 2011 MCF MCA
  31. 31. #22: Social media are an essential part of a balanced communications diet
  32. 32. Basic Social Media “Food Groups”
  33. 33. Blogs: The Undiscovered Territory • A blog is just an easy-to-publish Web site that allows comments • Blogs can match look and feel of your Web site and infuse dynamic content • Blogs give you a social media “home base” • Blogs give you much more control over user experience than any other social platform
  34. 34. Sharing Mayo Clinic/Patient Stories Example • Relevant patient stories help patients choose Mayo Clinic • Patient stories on MayoClinic.org were formerly freelancer-produced, relatively expensive • Sharing Mayo Clinic - stories in patients’ own words - launched in 2009 • 2012 Project combined Sharing and legacy stories, featured on .org disease/condition pages through “Mayo Consumer Vocabulary” tagging
  35. 35. ©2011 MFMER | 3139261-
  36. 36. ©2011 MFMER | 3139261-
  37. 37. ©2011 MFMER | 3139261-
  38. 38. 4 Key Points to Remember • Deepen your knowledge of social tools so you can think creatively about how to use them • Maintain a balanced communications diet • Integrate social tools with your overall strategy and communication/marketing projects • Think about how social tools can give legs to your existing content and enable you to make previously impossible connections
  39. 39. ©2011 MFMER | 3139261- Free Guest Account
  40. 40. ©2011 MFMER | 3139261- Patient Advocate Membership - $45/year
  41. 41. For Further Interaction: • Google Lee Aase or SMUG U • @LeeAase on Twitter • network.socialmedia.mayoclinic.org
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