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HIMSS Views from the Top Presentation
This document summarizes Lee Aase's presentation on bringing social media to healthcare. It discusses starting small with existing resources like podcasts, then thinking bigger with initiatives like the Mayo Clinic Center for Social Media and Social Media Health Network. The goal is to lead the social media revolution in healthcare by growing Mayo's use of social media and sharing resources with other organizations. The approach is to start with small, low-risk experiments and build momentum quickly through continuous planning and implementation of new projects.
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HIMSS Views from the Top Presentation
- 1. Bringing the SocialMedia Revolution to Healthcare Start Small. Think Big. Move Fast. Lee Aase (@LeeAase) Director, Mayo Clinic Center for Social Media #MCCSM or #HIMSS11 February 21, 2011
- 2. One of myheroes...
- 4. Six Magic Words FourReasons Why They’re True for You Three More Heroes
- 6. “I’ll bet I coulddo that!”
- 9. 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
- 13. 2009 Brand PreferenceSummary 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
- 14. A Fourth Hero,Much Like the Second
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- 16. Starting with existing resources...
- 17. Mayo Clinic MedicalEdge Syndicated News Media Resources
- 18. First Foray in“New” Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
- 19. Regrouping to Plan Justas genomics is the future of personalized medicine, personalized media are changing the way people get the news and information they want and need. But as genomics increasingly supplements and improves traditional medicine without replacing it, new media are helpful additions to mainstream, mass media. We strongly recommend reforming our processes to efficiently produce content that can be used for both mass media and personalized media. Content Creation Task Force, 7/26/2006
- 20. We recommend athree-phase approach. First, take our existing products and, with minimum incremental effort, place them in new media formats. Second... work across teams ... to make best use of the audio and video production resources we have. Third, get more resources... to produce timely or even daily content... We have not recommended a blog strategy at this time, primarily because we have emphasized developing audio and video content that could have multiple uses in both mass media and personalized media, with relatively limited physician involvement.
- 21. My First BlogPost - 7/30/06
- 22. Jan. ’07 -Warming to Blogging
- 23. Private Blog forPublic Affairs
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- 25. Executing Phase OneStrategy
- 27. Personally Exploring Business Uses of Facebook - Aug. ‘07
- 28. Blogging an Event:Nov. 2007
- 29. Discovering Involuntary Social Network Representation
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- 34. “Flipping” the VideoSwitch • Coca Cola Conversation @ Blog Council • “If a big brand like Coke is using the Flip...” • Result: >1,000 videos on Mayo Clinic YouTube channel today.
- 35. The $4-a-month onlinenewsroom
- 39. Benefits for MediaRelations • Nimble alternative to the news release • “Try before you buy” for network producers • Sound and motion instead of word pictures for pitches • Lower threshold for “news”
- 40. Internal Wordpress Blog- May ’08
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- 52. Thesis #1: Airwas the original social medium
- 57. Mayo Clinic andWord 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
- 58. Sources of InformationInfluencing 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
- 59. #2: Electronic toolsmerely facilitate broader, more efficient transmission by overcoming inertia and friction
- 61. #4: Social mediaare the third millennium’s defining communications trend
- 63. Gutenberg: Global MassLiteracy Zuckerberg: Global Mass Publishing
- 64. #7: Hand-wringing about meritsand dangers of social media is as productive as debating gravity.
- 65. What else dopatients know about you? Copyright 2009, Health Grades, Inc. All Rights Reserved.
- 66. The Unholy Trinityof Social Media Delay
- 67. The Disruptive Powerof Amateurs and Volunteers
- 69. If you thinkblocking is a viable long-term option...
- 71. Implication • You alreadyhave most of the risks... why not also get some of the benefits from these powerful tools?
- 72. As Uncle Benwould say...
- 73. Not that UncleBen. This Uncle Ben
- 75. Health Care Corollary: UseCommon Sense and Keep it Professional
- 77. Basic Social MediaGuidelines for Health Care Professionals • If you don’t have a pre-existing, real-life friendship with patients, don’t create one on Facebook • If you do create Facebook friendship with patients, do it with a purpose • Apply the “Front Page” test to your online postings
- 78. #9: Mass mediawill remain powerful levers that move -- and are moved by -- social media buzz
- 79. The Octogenarian IdolStory • 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
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- 94. May 26, 2009:Live in Studio Good Morning America
- 97. Results to Date •More than 7.5 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
- 98. #17: Social mediaare free in any ordinary sense of the word (or at least ridiculously inexpensive)
- 99. Total Cost forMayo Clinic Facebook, YouTube and Twitter $0.00
- 100. In the EuropeanUnion, based on current exchange rates: €0,00
- 101. MSRP for HDVideo Camera $149.99
- 102. What’s wrong withthis picture?
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- 104. Yearly Cost fora Customized Blog $75.00
- 105. #18: As Iapproaches zero, ROI approaches infinity
- 110. #33: Social mediawill decrease diffusion time for research and innovations
- 111. Discovery by RichardBerger, M.D., Ph.D. Ulnotriquetral (UT) Ligament Split Tear
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- 117. USA Today Nov 12,2009 3031031-7
- 119. Last Friday 3031031-9
- 120. Less than 24hours 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
- 124. The 37th Thesis Applyingsocial media in health care isn’t just inevitable: it’s the right thing to do in the interest of patients.
- 125. Start Small. ThinkBig. Move Fast. • Podcasts from existing mp3 files • Longer podcasts by reworking video interview process • Free blog experiments (personal and private for work group) • Continuous planning, implementation of small projects, low-risk experiments • Build momentum with quick wins • Proceed until apprehended
- 126. The Next Stepin Applying the CFI Philosophy: Mayo Clinic Center for Social Media and Social Media Health Network
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- 129. Thinking Big • 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
- 130. Social Media HealthNetwork • 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, but no industry grant funding
- 131. Charter Members • MayoClinic • Bon Secours Health System • Inova Health System • Mission Health System • Radboud University Nijmegen Medical Centre, Netherlands • Swedish Medical Center (Seattle)
- 132. Recent Network Additions • American Hospital Association • Catholic Healthcare West • Maricopa Integrated Health System • Novant Health • Sutter Health • Vanderbilt University Medical Center • Children’s Hospital of Eastern Ontario • Virginia Community Healthcare Assoc
- 133. Member organizations receive... •Access to resources to speed adoption of social media − Curriculum/Training materials − Guidelines/Policies/Job Descriptions − Technical services and support • Free and discounted conferences, webinars, member meetings • Community, blogging platform options • Member site for sharing, learning
- 134. Moving Fast • AnnouncedMCCSM 7/26/10 • Posted 8 new staff positions 8/15/10 • Named first 13 External Advisory Board members, crowdsourcing plan 9/16/10 • Announced formation of Social Media Health Network 9/26/10 • Crowdsourced Internal Advisory Group • More than 80 phone conversations with prospective Network members
- 135. Moving Fast • Chose17 new Advisory Board members from >120 applicants - 1/26/11 • Hired 8th new staff member 2/4/11 • Naming Internal Advisory Group (from >100 applicants) this week • Launched videotours.mayoclinic.org • Launched Wordpress MU platform, migrated Mayo blogs from Wordpress.com • 32 Social Media Health Network member organizations as of 2/15/11
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- 137. Member Site Features •Practical, step-by-step “how to” curriculum • Sharing of Case Studies, Practices • Prudential curriculum on Privacy, Professionalism, Ethics • Forums for discussion • Wikis for collaborative resource development • Networking with peers
- 138. Upcoming Events • Webinars •Social Media Summit in Jacksonville − March 14-15: Workshops and Conference w/Ragan Communications − March 16: Member Meeting/ Unconference
- 139. For Further Interaction: •@LeeAase on Twitter (or keep chatting at #MCCSM) • aase.lee@mayo.edu • http://socialmedia.mayoclinic.org