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
Mayo Clinic Medical EdgeSyndicated News Media Resources
First Foray in “New” Media• Existing Medical Edge radio mp3s• Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
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. Westrongly recommend reforming our processesto efficiently produce content that can be usedfor both mass media and personalized media. Content Creation Task Force, 7/26/2006
We recommend a three-phase approach. First,take our existing products and, with minimumincremental effort, place them in new mediaformats. Second... work across teams ... to makebest use of the audio and video productionresources we have. Third, get more resources...to produce timely or even daily content...We have not recommended a blog strategy atthis time, primarily because we have emphasizeddeveloping audio and video content that couldhave multiple uses in both mass media andpersonalized media, with relatively limitedphysician involvement.
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
Sources of Information Influencing Preference for Mayo Clinic Word of mouth 84Stories in the media 57MD recommendation 44 Advertising 27 Internet/Websites 26Personal experience 24 Mailings to home 18 0 20 40 60 80 100
#2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
#4: Social media are thethird millennium’s defining communications trend
Gutenberg: Global Mass LiteracyZuckerberg: Global Mass Publishing
#7: Hand-wringing aboutmerits and dangers of social media is as productive as debating gravity.
What else do patients know about you? Copyright 2009, Health Grades, Inc. All Rights Reserved.
Health Care Corollary:Use Common Sense and Keep it Professional
Basic Social Media Guidelines 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
#9: Mass media will remainpowerful levers that move -- and are moved by -- social media buzz
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
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
The 37th ThesisApplying social media in health care isn’tjust inevitable: it’s the right thing to do inthe interest of patients.
Start Small. Think Big. 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
The Next Step in Applying the CFI Philosophy:Mayo Clinic Center for Social Media and Social Media Health Network
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
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, but no industry grant funding
Charter Members• Mayo Clinic• Bon Secours Health System• Inova Health System• Mission Health System• Radboud University Nijmegen Medical Centre, Netherlands• Swedish Medical Center (Seattle)
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
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
Moving Fast• Announced MCCSM 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
Moving Fast• Chose 17 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
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
Upcoming Events• Webinars• Social Media Summit in Jacksonville − March 14-15: Workshops and Conference w/Ragan Communications − March 16: Member Meeting/ Unconference
For Further Interaction:• @LeeAase on Twitter (or keep chatting at #MCCSM)• firstname.lastname@example.org• http://socialmedia.mayoclinic.org