Evolution of the Social Media Revolution in Health Care
1. Lee Aase
Mayo Clinic Center for Social Media
July 24, 2014
The Evolution of the Social Media
Revolution in Health Care
2. THE Book on Social Media in Health
Care
• Essays from 30 thought
leaders
• The “Why?” of social media
in health care
• Net proceeds fund patient
scholarships
• Available on Amazon and
discount bulk orders on
CreateSpace (with offer
code Z4L7DBSN)
7. Agenda
• Mayo Clinic’s history in social networking and
experience in social media
• ROI case studies: showing bottom-line benefits
• Applying social media throughout the health care
enterprise
• Resources, opportunities and provocations
47. ROI Case Study #2:
Discovery by Richard Berger, M.D. Ph.D
UT Ligament Split Tear
62. ROI Case Study #3: Time Savings through
Internal Social Networking
• MCCSM Daily 8:15 a.m. check-in meeting/call
• Moved to a Yammer thread in October, saving
12 minutes/day x 10 members x 250 days/year =
500 hours/year (nearly 0.25 FTE or $20,000)
63. ROI Example #4:
Patient Education Collaboration Opportunities
• Videos covering FAQs
• Short, procedurally focused videos are ideal
• Huge potential savings - competing vs. non-
production
• Crossover potential for demand generation
66. Calculating ROI
• Cost of shooting and editing < $200
• Cost of storage: $0
• Cost of distribution: $0
• Value of time saved *(NG pts/year x minutes/pt x
$/hr/60 x self-serve %): $?,???
• Increase in patient satisfaction: $?,???
• Other “marketing” benefits: $?
68. Lee’s Law of Social Media
Measurement:
As I approaches 0, ROI approaches
∞
69. A 2009 Email from Dr. Noseworthy
• Paraphrased version: I know we’re doing a lot in
social media, but have we considered whether
a bigger investment is warranted?
• January 2010 meeting Dr. Noseworthy and
Shirley Weis endorsed concept of Center for
Social Media
• Planning team from across Mayo gathered
• Announced MCCSM in July 2010
70. 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.
73. 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
• Much content available through free Guest
account
• Dues based on organization revenues, and
individual paid memberships also are available
77. Applying Social Media Throughout
Mayo Clinic
• Bonus features and interactivity for publications
• Research
• Recruitment for clinical trials
• Therapeutic applications
• Education
• Continuing education promotion
• Integration within courses
• Practice
• Introductory videos for providers
• Time-saving educational videos
79. Social Media Residency
• One-day intro to tools and hands-on experience
• Strategic framework for application
• Open to Mayo and non-Mayo participants
81. Final Provocations:
• Sometimes the perfect can be the enemy of the
good. Take the side of the good. Or even the
not quite good enough.
• Failure to apply social media in health care is
unwise today and will be unprofessional in the
future.
• The next big thing for social media in health
care is for social media in health care to not be
a big thing.
82. For Further Interaction:
• Google Lee Aase or MCCSM
• @LeeAase on Twitter
• For Social Media Health Network information
• http://network.socialmedia.mayoclinic.org/
mccsm/joining-the-network/
• Contact Mayo Clinic Center for Social Media
• By email: socialmediacenter@mayo.edu
• By phone: 507-538-1092