Making Social Media Practical: HealthApplications for TransformativeTechnologies in Organizations of All SizesLee Aase, Di...
This time last week it was tomorrow...
Agenda• Our social media experience  • My personal history of involvement  • Mayo Clinic’s journey and implications• Why i...
The MacGyver Mindset
The Greatness of MacGyver• He’s from Minnesota• Lack of resources wasn’t an insurmountable  barrier to getting the job don...
Reading Recommendations• Chris Anderson - Free: The Future of a Radical  Price• Clay Shirky - Here Comes Everybody: The Po...
Disclaimers and Rejoinders• Yes, we are Mayo Clinic...YMMV   • ...but that makes some things harder for us   • Not “poor m...
Mayo Clinic Center for Social Media• Established July 27, 2010• Our Raison d’etre: The Mayo Clinic Center for  Social Medi...
External Advisory Board• 29 members representing various perspectives• Physicians (generalists and specialists), nurses,  ...
Social Media Health Network• Membership group associated with Mayo Clinic  Center for Social Media• For organizations want...
A Sample of Network Members•   American Hospital Association•   Radboud University Nijmegen Medical Center•   Jamestown Re...
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...
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• ...
2010 Brand Preference SummaryHealth Care Decision-Makers Aged 25+                                                         ...
A Brief History of Social Mediaat Mayo Clinic
Mayo Clinic Medical EdgeSyndicated News Media Resources
• Existing Medical Edge radio mp3s• Launched Sept. ‘05; 8,217% download increase                                          ...
Which of your current projects could beadapted for a social/new media component?• Taking newsletters online to invite comm...
Regrouping to PlanJust as genomics is the future of personalizedmedicine, personalized media are changing theway people ge...
We recommend a three-phase approach. First, takeour existing products and, with minimumincremental effort, place them in n...
Reasons for Our Reluctance about Blogging• Keeping the content fresh• Wise use of resources  • Physician/Researcher  • Pub...
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    ...
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...
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...
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  ...
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% rec...
Sources Influencing Preferencefor Mayo Clinic     Word of mouth                                                           ...
#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 patien...
The next day...
Six days later...
April 22
Sunday, May 3
May 4
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/m...
#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 product...
#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
#21: Technology makes thingspossible. People make thingshappen                          ©2011 MFMER | 3139261-
Spontaneous Coronary Artery Dissection
SCAD?Findings being published in MAYO CLINICPROCEEDINGSSeptember 2011 issue                                      ©2011 MFM...
#34: Challenges of introducingsocial media in your work arenot unique
Businesses Already Revolutionized•   Music - iTunes vs. Tower Records•   Classified Advertising - eBay, Craigslist•   Book...
One more thing...                    ©2011 MFMER | 3139261-
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...
It started with an email...“Have you seen the Pink Glove Dance?We should do something like that topromote heart disease aw...
©2011 MFMER | 3139261-
Criteria for Mayo Clinic Heart Video Project• Not a “me too” copycat• Could (should) be fun, but with a serious educationa...
©2011 MFMER | 3139261-
©2011 MFMER | 3139261-
©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 ...
See full video at: http://KnowYourNumbers.me                                               ©2011 MFMER | 3139261-
Campaign Elements• YouTube Video• Facebook application with interactive  calculators for   • Heart attack risk   • LDL cho...
Ways you can join• Go to http://knowyournumbers.me/ and sign up  • Individual Prizes: Social Media Summit    scholarship  ...
For Further Interaction:• @LeeAase on Twitter• aase.lee@mayo.edu• http://socialmedia.mayoclinic.org• http://KnowYourNumber...
HANYS Social Media Conference
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HANYS Social Media Conference

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My presentation to the Social Media Conference sponsored by the Hospital Association of New York State (HANYS)

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HANYS Social Media Conference

  1. 1. 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
  2. 2. This time last week it was tomorrow...
  3. 3. 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
  4. 4. The MacGyver Mindset
  5. 5. 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*
  6. 6. 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
  7. 7. 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
  8. 8. 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.
  9. 9. 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
  10. 10. 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
  11. 11. 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/
  12. 12. http://leeaase.me/GoliathDavid - 5/11/09
  13. 13. 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.”
  14. 14. The Graphic Key to this Presentation
  15. 15. Are you David or Goliath?
  16. 16. My Heroes Six Magic WordsFour Reasons WhyThey’re True for You
  17. 17. “I’ll bet Icould do that!”
  18. 18. 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
  19. 19. 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
  20. 20. A Brief History of Social Mediaat Mayo Clinic
  21. 21. Mayo Clinic Medical EdgeSyndicated News Media Resources
  22. 22. • Existing Medical Edge radio mp3s• Launched Sept. ‘05; 8,217% download increase ©2011 MFMER | 3139261-
  23. 23. 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
  24. 24. 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
  25. 25. 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.
  26. 26. 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”
  27. 27. My First Blog Post - 7/30/06Lines from Lee
  28. 28. Executing Phase One Strategy
  29. 29. Mayo Clinic Medical Edge TVSample Sound Bite
  30. 30. 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
  31. 31. First Social Media Consultant: Feb. 2007
  32. 32. Blogging an Event: Nov. 2007
  33. 33. Involuntary Social Networking Presence:http://myspace.com/mayoclinic
  34. 34. You are not likely to face this problem
  35. 35. Facebook: 11/7/07
  36. 36. A Pivotal Presentation
  37. 37. 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
  38. 38. Second Consultant: Jan. 2008 “The world has voted, and we want to watch videos on YouTube.”
  39. 39. Reclaiming YouTube: Feb. ’08
  40. 40. 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
  41. 41. Podcast Blog: April ’08
  42. 42. @MayoClinic on Twitter: 4/29/08
  43. 43. “Flipping” the YouTube Channel
  44. 44. The $4-a-month online newsroom
  45. 45. Let’s Talk “site” - May 2008
  46. 46. Sharing Mayo Clinic - Jan. 2009
  47. 47. October 2010 - Patient Video Guides
  48. 48. 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
  49. 49. Social Media Health Network CommunityFeb. 2011
  50. 50. MayoClinic.org/Connect - Launched July ’11
  51. 51. A Broader Historical Perspective...
  52. 52. Thesis #1: Air was the originalsocial medium
  53. 53. Mayo Clinic’s First Social Networkers
  54. 54. 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
  55. 55. 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
  56. 56. #2: Electronic tools merelyfacilitate broader, more efficienttransmission by overcominginertia and friction
  57. 57. #4: Social media are the thirdmillennium’s definingcommunications trend
  58. 58. Gutenberg: Global Mass LiteracyZuckerberg: Global Mass Publishing
  59. 59. #7: Hand-wringing about meritsand dangers of social media isas productive as debatinggravity
  60. 60. If you think blocking is a viable long-termoption...
  61. 61. Implication• You already have most of the risks... why not also get some of the benefits from these powerful tools?
  62. 62. Professionalism Project for Medical Residents
  63. 63. #9: Mass media will remainpowerful levers that move --and are moved by -- socialmedia buzz
  64. 64. 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
  65. 65. The next day...
  66. 66. Six days later...
  67. 67. April 22
  68. 68. Sunday, May 3
  69. 69. May 4
  70. 70. Cinco de Mayo
  71. 71. May 10
  72. 72. May 11
  73. 73. May 12
  74. 74. May 15
  75. 75. Early Morning May 26
  76. 76. May 26, 2009: Live in StudioGood Morning America
  77. 77. 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
  78. 78. #11: Social media strategiescan help make a product,service or experience better
  79. 79. Dr. Sreenivas Koka
  80. 80. #13: Social media tools offerunprecedented opportunity fortransformation change andproductivity
  81. 81. 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%
  82. 82. #17: Social media are free inany ordinary sense of the word(or at least ridiculouslyinexpensive)
  83. 83. Total Cost for Mayo Clinic Facebook,YouTube and Twitter $0.00
  84. 84. In the EuropeanUnion, based oncurrent exchangerates:€0,00
  85. 85. #18: As I approaches zero,ROI approaches infinity
  86. 86. #21: Technology makes thingspossible. People make thingshappen ©2011 MFMER | 3139261-
  87. 87. Spontaneous Coronary Artery Dissection
  88. 88. SCAD?Findings being published in MAYO CLINICPROCEEDINGSSeptember 2011 issue ©2011 MFMER | 3139261-
  89. 89. #34: Challenges of introducingsocial media in your work arenot unique
  90. 90. 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
  91. 91. One more thing... ©2011 MFMER | 3139261-
  92. 92. 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
  93. 93. It started with an email...“Have you seen the Pink Glove Dance?We should do something like that topromote heart disease awareness?”
  94. 94. ©2011 MFMER | 3139261-
  95. 95. 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-
  96. 96. ©2011 MFMER | 3139261-
  97. 97. ©2011 MFMER | 3139261-
  98. 98. ©2011 MFMER | 3139261-
  99. 99. 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-
  100. 100. See full video at: http://KnowYourNumbers.me ©2011 MFMER | 3139261-
  101. 101. Campaign Elements• YouTube Video• Facebook application with interactive calculators for • Heart attack risk • LDL cholesterol • Body Mass Index• Contest site at http://knowyournumbers.me/
  102. 102. 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...
  103. 103. For Further Interaction:• @LeeAase on Twitter• aase.lee@mayo.edu• http://socialmedia.mayoclinic.org• http://KnowYourNumbers.me

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