Helping Auxilians Tell Their Stories

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My presentation Sept. 17 to the Health Care Auxiliary of Minnesota at their 2010 Annual Conference.

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Helping Auxilians Tell Their Stories

  1. 1. Bringing the Social Media Revolution to Health Care Lee Aase (@LeeAase) Director, Mayo Clinic Center for Social Media #MCCSM Health Care Auxiliary of Minnesota September 17, 2010
  2. 2. 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 • Batteries not included • Some assembly required • Your mileage may vary
  3. 3. Six Magic Words and Four Reasons Why They’re True for You
  4. 4. “I’ll bet I could do that!”
  5. 5. 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
  6. 6. 2009 Brand Preference Summary Healthcare Decision-Makers Aged 25+ Total Mayo Clinic 13 5.4 18.4% AMC 1 4 2.5 6.6% AMC 2 2 1.5 4.8% AMC 3 2 1.4 3.4% AMC 4 2 1.1 2.8% AMC 5 1 1.3 2.3% AMC 6 2 0.8 2.3% 1st Mention 2009 US Consumer Brand Monitor, n=3336 Add'l Mention
  7. 7. Intro to Tools Blogs RSS Podcasts Social Networks Skype YouTube Wikis Twitter Slideshare uStream
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. Social Networking Sites
  12. 12. Wikis • Collaborative editing tools • Wikipedia the most famous • 2.9 million articles in English • Definitive stories quickly on − 35W Bridge Collapse − Virginia Tech shooting
  13. 13. A museum display...
  14. 14. 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, SocialMedia.org
  15. 15. A Story from Twitter
  16. 16. Ensuing Conversation
  17. 17. Thesis #1: Air was the original social medium
  18. 18. Mayo Clinic and Word of Mouth • 91 percent of patients surveyed say they have said “good things” to an average of 40 people after a Mayo visit • 85 percent say they recommended Mayo to a friend − Advised an average of 16 to come − 5 actually came
  19. 19. Sources of Information Influencing Preference for Mayo Clinic Word of mouth 84 Stories in the media 57 MD recommendation 44 Advertising 27 Internet/Websites 26 Personal experience 24 Mailings to home 18 0 20 40 60 80 100
  20. 20. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  21. 21. #4: Social media are the third millennium’s defining communications trend
  22. 22. #10: Social media strategies can’t compensate for an inferior offering or bad service
  23. 23. United Breaks Guitars Breaks United
  24. 24. The Octogenarian Idol Story • Alerted to interesting video of elderly couple playing piano in Gonda atrium • Video shot by another patient 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 4/7/09
  25. 25. The next day...
  26. 26. Six days later...
  27. 27. April 22
  28. 28. Sunday, May 3
  29. 29. May 4
  30. 30. Cinco de Mayo
  31. 31. May 10
  32. 32. May 11
  33. 33. May 12
  34. 34. May 15
  35. 35. Early Morning May 26
  36. 36. May 26, 2009: Live in Studio Good Morning America
  37. 37. Results to Date • More than 7 million views on YouTube • >1.4 million views on Sharing Mayo Clinic • From 200 views/month to 5,000 views/hour • National TV coverage in U.S. and Japan
  38. 38. #19: MacGyver is the model for social media success
  39. 39. The MacGyver Mindset
  40. 40. Mayo Clinic Medical Edge News Media Syndications
  41. 41. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  42. 42. Step 2: More, Longer Podcasts
  43. 43. The most harmful TV show in U.S History? • Married with Children? • Baywatch? • The Survivor series? • The A-Team?
  44. 44. “Kids will take a chance. If they don’t know, they’ll have a go.” -- Sir Ken Robinson, TED 2006
  45. 45. #29: Your kids aren’t smarter than you are. They’re just not afraid to look dumb.
  46. 46. #33: Social media will decrease diffusion time for research and innovations
  47. 47. Discovery by Richard Berger, M.D., Ph.D. Ulnotriquetral (UT) Ligament Split Tear
  48. 48. Jayson Werth’s Experience
  49. 49. USA Today Nov 12, 2009 3031031-7
  50. 50. Last Friday 3031031-9
  51. 51. Less than 24 hours after my initial appointment, I not only had a new diagnosis - a UT split tear - but had surgery to correct the problem. As I write this, my right arm is in a festive green, but otherwise annoying cast. The short-term hassle, however, should be more than worth the long-term gain - the potential for a future without chronic wrist pain. A future, that without Twitter and those in the medical community willing to experiment with new communications tools, might not exist for me. 3031031-10
  52. 52. The 37th Thesis Applying social media in health care isn’t just inevitable: it’s the right thing to do in the interest of patients.
  53. 53. What’s Next?
  54. 54. Mayo Clinic Center for Social Media • Mission: Lead the social media revolution in health care, contributing to health and well being for people everywhere − Grow social media use by Mayo Clinic − Create resources for use at Mayo Clinic that can be shared with organizations wanting to use social media in health and health care
  55. 55. http://socialmedia.mayoclinic.org/
  56. 56. Social Media Health Network • Membership group associated with Mayo Clinic Center for Social Media • Open to organizations and individuals wanting to use social media to improve health and health care • Membership dues based on organization revenues • Industry members, but no industry grant funding
  57. 57. What do you get? • Access to resources to speed your organization’s adoption of social media − Curriculum/Training materials − Guidelines/Policies/Job Descriptions − Technical services and support • Member site for sharing, learning • Community and blogging platforms − Low-cost hosted solutions − Free access to source code
  58. 58. Social Media Health Network • Now accepting charter member applications • Network launches late Sept. 2010; go to socialmedia.mayoclinic.org or email aase.lee@mayo.edu for info on joining
  59. 59. For Further Interaction: • Google Lee Aase or SMUG U • @LeeAase on Twitter (or keep chatting at #MCCSM) • aase.lee@mayo.edu

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