HIMSS Views from the Top Presentation


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This is my presentation from the HIMSS conference on Feb. 21, 2011 at the Orlando Convention Center

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HIMSS Views from the Top Presentation

  1. 1. Bringing the Social Media 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. 2. One of my heroes...
  3. 3. Six Magic WordsFour Reasons WhyThey’re True for YouThree More Heroes
  4. 4. “I’ll bet Icould 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 Mention2009 US Consumer Brand Monitor, n=3336 Addl Mention
  7. 7. A Fourth Hero, Much Like the Second
  8. 8. MacGyver Meets Mayo
  9. 9. Starting with existing resources...
  10. 10. Mayo Clinic Medical EdgeSyndicated News Media Resources
  11. 11. First Foray in “New” Media• Existing Medical Edge radio mp3s• Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  12. 12. 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
  13. 13. 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.
  14. 14. My First Blog Post - 7/30/06
  15. 15. Jan. ’07 - Warming to Blogging
  16. 16. Private Blog for Public Affairs
  17. 17. Free Wordpress.com option
  18. 18. Executing Phase One Strategy
  19. 19. Personally Exploring Business Uses of Facebook - Aug. ‘07
  20. 20. Blogging an Event: Nov. 2007
  21. 21. Discovering Involuntary Social Network Representation
  22. 22. Facebook: 11/7/07
  23. 23. Reclaiming YouTube: Feb. ’08
  24. 24. Twitter: 4/29/08
  25. 25. Podcast Blog: April ’08
  26. 26. “Flipping” the Video Switch• 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.
  27. 27. The $4-a-month online newsroom
  28. 28. Benefits for Media Relations• 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”
  29. 29. Internal Wordpress Blog - May ’08
  30. 30. A Pivotal Presentation
  31. 31. Thesis #1: Air was theoriginal social medium
  32. 32. 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
  33. 33. 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
  34. 34. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  35. 35. #4: Social media are thethird millennium’s defining communications trend
  36. 36. Gutenberg: Global Mass LiteracyZuckerberg: Global Mass Publishing
  37. 37. #7: Hand-wringing aboutmerits and dangers of social media is as productive as debating gravity.
  38. 38. What else do patients know about you? Copyright 2009, Health Grades, Inc. All Rights Reserved.
  39. 39. The Unholy Trinity of Social Media Delay
  40. 40. The Disruptive Power ofAmateurs and Volunteers
  41. 41. If you think blocking is a viable long-term option...
  42. 42. Implication• You already have most of the risks... why not also get some of the benefits from these powerful tools?
  43. 43. As Uncle Ben would say...
  44. 44. Not that Uncle Ben. This Uncle Ben
  45. 45. Health Care Corollary:Use Common Sense and Keep it Professional
  46. 46. 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
  47. 47. #9: Mass media will remainpowerful levers that move -- and are moved by -- social media buzz
  48. 48. 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
  49. 49. The next day...
  50. 50. Six days later...
  51. 51. April 22
  52. 52. Sunday, May 3
  53. 53. May 4
  54. 54. Cinco de Mayo
  55. 55. May 10
  56. 56. May 11
  57. 57. May 12
  58. 58. May 15
  59. 59. Early Morning May 26
  60. 60. May 26, 2009: Live in Studio Good Morning America
  61. 61. 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
  62. 62. #17: Social media are free in any ordinary sense of theword (or at least ridiculously inexpensive)
  63. 63. Total Cost for Mayo ClinicFacebook, YouTube and Twitter $0.00
  64. 64. In the European Union, based on current exchange rates: €0,00
  65. 65. MSRP for HD Video Camera$149.99
  66. 66. What’s wrong with this picture?
  67. 67. sharing.mayoclinic.org
  68. 68. Yearly Cost for a Customized Blog$75.00
  69. 69. #18: As I approaches zero, ROI approaches infinity
  70. 70. #33: Social media willdecrease diffusion time for research and innovations
  71. 71. Discovery by Richard Berger, M.D., Ph.D. Ulnotriquetral (UT) Ligament Split Tear
  72. 72. Jayson Werth’s Experience
  73. 73. USA TodayNov 12, 2009 3031031-7
  74. 74. Last Friday 3031031-9
  75. 75. 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
  76. 76. The 37th ThesisApplying social media in health care isn’tjust inevitable: it’s the right thing to do inthe interest of patients.
  77. 77. 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
  78. 78. The Next Step in Applying the CFI Philosophy:Mayo Clinic Center for Social Media and Social Media Health Network
  79. 79. Starting Small
  80. 80. Internal Wordpress Blog
  81. 81. 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
  82. 82. 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
  83. 83. Charter Members• Mayo Clinic• Bon Secours Health System• Inova Health System• Mission Health System• Radboud University Nijmegen Medical Centre, Netherlands• Swedish Medical Center (Seattle)
  84. 84. 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
  85. 85. 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
  86. 86. 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
  87. 87. 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
  88. 88. Launched Feb. 10
  89. 89. 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
  90. 90. Upcoming Events• Webinars• Social Media Summit in Jacksonville − March 14-15: Workshops and Conference w/Ragan Communications − March 16: Member Meeting/ Unconference
  91. 91. For Further Interaction:• @LeeAase on Twitter (or keep chatting at #MCCSM)• aase.lee@mayo.edu• http://socialmedia.mayoclinic.org