HANYS Social Media Conference

Making Social Media Practical: HealthApplications for TransformativeTechnologies in Organizations of All SizesLee Aase, Director, Mayo Clinic Center for Social MediaHospital Association of New York StateNovember 16, 2011

This time last week it was tomorrow...

Agenda• Our social media experience • My personal history of involvement • Mayo Clinic’s journey and implications• Why involvement in social media is not optional any more than telephone use is• Inspiration on how social tools can help you accomplish your goals and better serve patients, whatever your hospital’s size• Encouragement to adopt a new way of thinking

The MacGyver Mindset

The Greatness of MacGyver• He’s from Minnesota• Lack of resources wasn’t an insurmountable barrier to getting the job done• He saw potential in everyday situations*

Reading Recommendations• Chris Anderson - Free: The Future of a Radical Price• Clay Shirky - Here Comes Everybody: The Power of Organizing without Organizations and Cognitive Surplus• Don Tapscott, Anthony Williams - Wikinomics• Clayton Christensen - The Innovator’s Dilemma, The Innovator’s Solution, and The Innovator’s Prescription

Disclaimers and Rejoinders• Yes, we are Mayo Clinic...YMMV • ...but that makes some things harder for us • Not “poor me” but not “poor you” either• We do have staff dedicated to social media... • ...but we didn’t start that way• Some of our examples don’t apply directly... • ...but it’s the thought that counts• We aim to be a resource that makes your path easier by helping you overcome resistance

Mayo Clinic Center for Social Media• Established July 27, 2010• Our Raison d’etre: 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.

External Advisory Board• 29 members representing various perspectives• Physicians (generalists and specialists), nurses, patient advocates, administrative staff, medical students• David Harlow, Dana Lewis, Bob West are members• Board offers ideas and feedback as we develop initiatives

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• Industry members eligible, but no grant funding• >90 member organizations

A Sample of Network Members• American Hospital Association• Radboud University Nijmegen Medical Center• Jamestown Regional Medical Center• National Cancer Institute• Children’s Hospital of Eastern Ontario• Vanderbilt University Medical Center• See Full List at http://socialmedia.mayoclinic.org/ network/

http://leeaase.me/GoliathDavid - 5/11/09

Gleanings from Gladwell• Davids win all the time. The political scientist Ivan Arreguín-Toft recently looked at every war fought in the past two hundred years between strong and weak combatants. The Goliaths, he found, won in 71.5 per cent of the cases.• What happened...when the underdogs acknowledged their weakness and chose an unconventional strategy? He went back and re-analyzed his data. In those cases, David’s winning percentage went from 28.5 to 63.6. When underdogs choose not to play by Goliath’s rules, they win, (he) concluded, “even when everything we think we know about power says they shouldn’t.”

The Graphic Key to this Presentation

Are you David or Goliath?

My Heroes Six Magic WordsFour Reasons WhyThey’re True for You

“I’ll bet Icould do that!”

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 • Public Affairs Manager (2003-2010) • Director, Center for Social Media since July 2010

2010 Brand Preference SummaryHealth Care Decision-Makers Aged 25+ Total Mayo Clinic 12.5 6.1 18.6% AMC 1 4.1 3.5 7.6% AMC 2 3.6 2.5 6.1% AMC 3 2.3 1.1 3.4% AMC 4 1.60.9 2.5% AMC 5 1.0 0.8 1.8% 1.6% AMC 6 0.9 0.7 1.3% AMC 7 0.6 0.7 1st Mention Addl Mention 2010 US Consumer Brand Monitor, decision-makers 25+, n=5,279 ©2011 MFMER | slide-17

A Brief History of Social Mediaat Mayo Clinic

Mayo Clinic Medical EdgeSyndicated News Media Resources

Which of your current projects could beadapted for a social/new media component?• Taking newsletters online to invite comments and sharing through a blog • Employees • Patients/Communities• CEO Emails: blog fodder to engage employees• Flip videos to create rich media component for text-based communications• Sharing presentations via Slideshare.net (narrated or not)• May require process changes

Regrouping to PlanJust as genomics is the future of personalizedmedicine, personalized media are changing theway people get the news and information theywant and need. But as genomics increasinglysupplements and improves traditional medicinewithout replacing it, new media are helpfuladditions to mainstream, mass media. We stronglyrecommend reforming our processes to efficientlyproduce content that can be used for both massmedia and personalized media. Content Creation Task Force, 7/26/2006

We recommend a three-phase approach. First, takeour existing products and, with minimumincremental effort, place them in new media formats.Second... work across teams ... to make best use ofthe audio and video production resources we have.Third, get more resources... to produce timely oreven daily content...We have not recommended a blog strategy at thistime, primarily because we have emphasizeddeveloping audio and video content that could havemultiple uses in both mass media and personalizedmedia, with relatively limited physician involvement.

Reasons for Our Reluctance about Blogging• Keeping the content fresh• Wise use of resources • Physician/Researcher • Public Affairs• Authenticity - didn’t want to “ghost blog”

My First Blog Post - 7/30/06Lines from Lee

Executing Phase One Strategy

Mayo Clinic Medical Edge TVSample Sound Bite

Recovering 99.41% for the 1-2% • Required almost no incremental MD effort • Process change - microphone on physician and interviewer • 90 minutes of editing per interview • More than 60,000 “hits” and 62 comments on Dr. Fischer’s podcast

First Social Media Consultant: Feb. 2007

Blogging an Event: Nov. 2007

Involuntary Social Networking Presence:http://myspace.com/mayoclinic

You are not likely to face this problem

Facebook: 11/7/07

A Pivotal Presentation

Comparing Stanford vs. SMUG Stanford SMUG Tuition $52,341 $0 % of Applicants 7.1% 100% Admitted Mean Student $80,677 $0 Loan Debt Distinguished 1 President, 5 Alumni Justices, 6 TBD Senators Graduation Rate 95% 0

Second Consultant: Jan. 2008 “The world has voted, and we want to watch videos on YouTube.”

Reclaiming YouTube: Feb. ’08

Joining The Blog Council• Membership organization of blogging “companies”• Typically Fortune 500 members • Coca-Cola, P&G, Wells Fargo, etc. • Mayo Clinic, Kaiser Permanente, U.S. Navy among “non-traditional” members• Now the Social Media Business Council

Podcast Blog: April ’08

@MayoClinic on Twitter: 4/29/08

“Flipping” the YouTube Channel

The $4-a-month online newsroom

Let’s Talk “site” - May 2008

Sharing Mayo Clinic - Jan. 2009

October 2010 - Patient Video Guides

Why you can do something like this...• Flip video makes content creation cheap• Wordpress (or Wordpress.com) blog themes have mobile-friendly formats• None of the foregoing projects involved significant cash outlays or staffing• Your baseline is your baseline

Social Media Health Network CommunityFeb. 2011

MayoClinic.org/Connect - Launched July ’11

A Broader Historical Perspective...

Thesis #1: Air was the originalsocial medium

Mayo Clinic’s First Social Networkers

Patient Word of Mouth• 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 2009 Patient Brand Monitor, n=900 ©2011 MFMER | slide-18

Sources Influencing Preferencefor Mayo Clinic Word of mouth 82 News stories 62 Hospital ratings 48 Internet 33MD recommendation 29Personal experience 26 Advertising 25 Direct mail 13 Social media 5 2010 study (n=119) Insurance plan 5 Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic; *differs significantly from Q2-2010 ©2011 MFMER | slide-20

#2: Electronic tools merelyfacilitate broader, more efficienttransmission by overcominginertia and friction

#4: Social media are the thirdmillennium’s definingcommunications trend

Gutenberg: Global Mass LiteracyZuckerberg: Global Mass Publishing

#7: Hand-wringing about meritsand dangers of social media isas productive as debatinggravity

If you think blocking is a viable long-termoption...

Implication• You already have most of the risks... why not also get some of the benefits from these powerful tools?

Professionalism Project for Medical Residents

#9: Mass media will remainpowerful levers that move --and are moved by -- socialmedia buzz

Octogenarian Idols• Video of elderly couple from Ankeny, Iowa playing piano in Gonda atrium• Video shot by another patient in Sept. 2008 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 April 7, 2009

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 StudioGood Morning America

Results to Date• More than 7.7 million views on YouTube• >1.5 million views on Sharing Mayo Clinic• From 200 views/month to 5,000 views/hour• National TV coverage in U.S. and Japan

#11: Social media strategiescan help make a product,service or experience better

Dr. Sreenivas Koka

#13: Social media tools offerunprecedented opportunity fortransformation change andproductivity

The Return on Investment• Average time blocked for Network recruitment calls: 30 minutes• Time required for video production: 60 minutes• Average time saved per recruitment call since with video: 10 minutes• Total calls made since April 1: 90• Total minutes saved: 900• ROI = 1,400%

#17: Social media are free inany ordinary sense of the word(or at least ridiculouslyinexpensive)

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

In the EuropeanUnion, based oncurrent exchangerates:€0,00

#18: As I approaches zero,ROI approaches infinity

Spontaneous Coronary Artery Dissection

#34: Challenges of introducingsocial media in your work arenot unique

Businesses Already Revolutionized• Music - iTunes vs. Tower Records• Classified Advertising - eBay, Craigslist• Bookstores• Movie rentals - Local, Blockbuster, Netflix• All mass media• Video cameras• See The Innovator’s Dilemma; TI Solution and TI Prescription - Clayton Christensen

If you’re not sure how to startin social media...Here is a no-risk campaign you can joinnow to promote awareness of the #1 killerof men and women

It started with an email...“Have you seen the Pink Glove Dance?We should do something like that topromote heart disease awareness?”

Criteria for Mayo Clinic Heart Video Project• Not a “me too” copycat• Could (should) be fun, but with a serious educational purpose• Dancing to a popular song not enough• Well-known original song for which we can do a meaningful parody ©2011 MFMER | 3139261-

Our “Know Your Numbers” Premise• It’s 30 years since their first encounter• Tommy is a changed man • He’s slowed down a bit • He’s no longer obsessed with Jenny’s phone number • He drives a minivan• Jenny hasn’t changed her phone number• He’s calling to tell her about some more important numbers. Instead of 876-5309, they are... ©2011 MFMER | 3139261-

Campaign Elements• YouTube Video• Facebook application with interactive calculators for • Heart attack risk • LDL cholesterol • Body Mass Index• Contest site at http://knowyournumbers.me/

Ways you can join• Go to http://knowyournumbers.me/ and sign up • Individual Prizes: Social Media Summit scholarship • Team prizes: Social Media Health Network membership for your organization• Include a story in your newsletters• Contact me to discuss other options...

For Further Interaction:• @LeeAase on Twitter• aase.lee@mayo.edu• http://socialmedia.mayoclinic.org• http://KnowYourNumbers.me

HANYS Social Media Conference

by Lee Aase on Nov 16, 2011

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HANYS Social Media Conference — Presentation Transcript

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