HPRMS at New York Times

Bringing the Social Media Revolution to Health Care Lee Aase (@LeeAase) Manager, Syndication and Social Media Mayo Clinic #HPRMSNY May 18, 2010

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

Goals for This Morning • NOT Education (mainly) • Motivation for Application • Ammunition for Argumentation • Inspiration for Innovation

Six Magic Words and Four Reasons Why They’re True for You

“I’ll bet I could do that!”

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

Thesis #1: Air was the original social medium

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 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

#2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction

#7: Hand-wringing about merits and dangers of social media is as productive as debating gravity.

#9: Mass media will remain powerful levers that move -- and are moved by -- social media buzz.

USA Today Nov 12, 2009 3031031-7

#17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)

Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00

In the European Union, based on current exchange rates: €0,00

MSRP for a Standard Definition Flip Video Camera $149.99 HD available for an additional $50

What’s wrong with this picture?

podcasts.mayoclinic.org

newsblog.mayoclinic.org

sharing.mayoclinic.org

Yearly Cost for a Customized Blog $75.00

Cost for Your Global TV Station and Publishing Platform $300.00

#18: As I approaches zero, ROI approaches infinity

#19: MacGyver is the model for social media success

The MacGyver Mindset

Mayo Clinic Medical Edge News Media Syndications

First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.

Step 2: More, Longer Podcasts

#20: Social media enable authentic communication if you don’t purposefully complicate things

Key Tool: Flip Video Camera* • Affordable • Recording interviews (with tripod) improves existing processes • Authenticity without writer’s cramp • Provides potential blog resources − Audio of full interview − Video excerpts • Limited group of video editors to ease adoption, ensure quality

Case Study: Simple Storytelling • 8:45 a.m. Colleague mentions article coming off embargo at 3 p.m. • Interviewed M.D. via Flip at 10:20 • Edited video, had password-protected post on blog by 11:55 for pitching • Uploaded files to YouTube channel • WSJ Health Blog used video

#24: Compelling content is much more valuable than advertising time or space

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

The next day...

Six days later...

April 22

Sunday, May 3

Cinco de Mayo

May 10

May 11

May 12

May 15

Early Morning May 26

May 26, 2009: Live in Studio Good Morning America

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 • Validation of Thesis #26

#26: Your mileage may vary, but you’ll go a lot further if you get a car.

#28: Paying for advertising while not taking advantage of FREE social media tools isn’t particularly astute

A Story from Facebook...

Tamiko says... “I’ve had lots of people ask me about the YouTube video and I’ve told at least 30 people they should go to Mayo. ”

The most harmful TV show in U.S History? • Married with Children? • Baywatch? • The Survivor series? • The A-Team?

“Kids will take a chance. If they don’t know, they’ll have a go.” -- Sir Ken Robinson, TED 2006

#29: Your kids aren’t smarter than you are. They’re just not afraid to look dumb.

#33: Social media will decrease diffusion time for research and innovations

Thesis 9 and 33 Combined!

Last Friday 3031031-9

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

From last week...

#34: Challenges of introducing social media in your work are not unique

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

#35: Social technologies will transform healthcare

A few ideas for HR applications • Employee onboarding • Social networking groups for new employees to reduce turnover • Open enrollment blog to answer health plan questions • Culture blog like Sharing Mayo Clinic

Possible Internal Applications • Intranet as blog enabling comments, voting • Collaboration platforms • Wikis for collaborative document creation • Knowledge management/discovery • Saving time, improving service, reducing costs

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.

http://social-media-university-global.org	40
http://www.iprmeasure.org	24
http://www.slideshare.net	15
http://static.slidesharecdn.com	2

HPRMS at New York Times

by Lee Aase on May 18, 2010

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HPRMS at New York Times — Presentation Transcript