Idaho Healthcare Marketing PR Presentation

Why Social Media are Essential to the Future of Health Care, and How You Can Get Started Lee Aase Manager, Syndication and Social Media Mayo Clinic #ISHMPR October 4, 2009

What’s with Medical PR and Marketing Society Acronyms? • WHPRMS • MHSCN • SHSMD • FSHPRM • ISHMPR

The One Percent Solution

Help you shoot down arguments that social media tools... • ...aren’t worth your time and money • ...are too risky for your organization • ...are beyond your capability to implement, either because of cost or complexity • ...are optional

Help you make the case that social media tools are... • Immensely powerful • Consistent with your organization’s values (or should be) • Free (or ridiculously inexpensive) • and...

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

A Grandpa who has seen the power of Facebook first-hand

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

Star Tribune Values and The Changing Media Landscape • 1998 $1.2 Billion • 2006: $530 Million • Emerged from bankruptcy last week

Reasons to Care about Social Media: Risks are Unavoidable • Anyone (especially detractors) can − Start a blog − Launch a YouTube channel • A significant portion of your employees are in Facebook now (e.g. >5,000 at Mayo Clinic) • ROI = Risk of Ignoring (Hat tip: USCG)

The Most Important Word in Web 2.0

Cutting Edge Tool Circa 1989

No genius necessary...

Use tools like a Minnesotan...

Intro to Today’s FREE Tools Blogs RSS Podcasts Social Networks Skype YouTube Wikis Twitter Slideshare uStream

Intro to Blogs • Just an easy-to-publish Web site that allows comments • Blogs in Plain English - Lee LeFever

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

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

Social Networking Sites

Wikis • Collaborative editing tools • Wikipedia the most famous • 2.9 million articles in English • Definitive stories quickly on − 35W Bridge Collapse − Virginia Tech shooting

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

Other Important Platforms • Slideshare.net: YouTube for PowerPoint and Keynote • uStream.tv: Your own global television channel • Mix and Match

A Taste of Tweetcamp • Understanding the Phenomenon • Exploring Applications

Twitter vs. Facebook • Facebook is primarily for strengthening existing connections (or re-establishing former ones.) For your friends. • Twitter enables you to connect with people who have common interests. For the friends you don’t know yet.

Twitter vs. Blogs • Twitter is a micro-blogging platform • Limited length reduces writer’s block • Blogs provide opportunity for more thoughtful reflection and development − Tweeting = great way to take notes on a live event − Blog = platform for review/synthesis − Twitter = great for spreading word about posts

5 Reasons Twitter Beats Email • Polonius’ proverb pertains • No expectation to read and respond to every message • Conversations open and discoverable • Direct messages can reach recipients with priority • Blocking or unfollowing punishes abuses

Twitter Hashtags • Enable easy gathering, especially around an event, such as: − #hcsm − #ISHMPR • Follow in search.twitter.com or log into room on Tweetchat.com • Create a hashtag simply by using it in a tweet

Making Twitter More Productive • Desktop Applications − Tweetdeck − Seesmic • Phone Applications − Twittelator − Tweetie − Twitterific • Various Web sites, e.g. HootSuite, CoTweet, Tweetchat

Twitter Case Study #1: Listening

Ensuing Conversation

Twitter Case Study #2: “Tweetup” in Baltimore Me: Are you based in Baltimore? Me: I’m going to be there Tuesday for this conference. (asae.center.or/hcc) on a panel RU available late pm? Me: I’m flying out Tues at 6:45 p.m. Any avail in the later afternoon? I think my panel is done about 2:30

Hospitals Using Social Media (via @EdBennett)

Growth of YouTube vs. Twitter

Mayo Clinic’s Social Media Experience

Survival Stories http://tinyurl.com/32xbjx

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 47

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

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

Key Tool: Flip Video Camera* • Affordable for all campuses (and you) • 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

Cost for a Standard Definition Flip Video Camera $150.00 HD available for an additional $80

HD: Worth the investment

podcasts.mayoclinic.org

newsblog.mayoclinic.org

Sharing Mayo Clinic • Gathering global Mayo community − Patients telling their stories − Employee bloggers recruited from throughout organization − Video profiles of patients/staff • Hub to integrate Mayo social media • Interactive companion to print edition • sharing.mayoclinic.org

sharing.mayoclinic.org

Complying with HIPAA • Comments moderated to prevent privacy breaches − Patients can divulge own info in comments − When comments aren’t from patient, de- identify • Get HIPAA releases for special comments or video we shoot and upload

Where Sharing Mayo Clinic Fits • News Blog - Breaking research news; “Hard” news - Like U.S News, Time • Podcast Blog - Evergreen “news you can use” - Like Prevention • Sharing Mayo Clinic - Features; behind the scenes at Mayo Clinic, and stories from patients in their own words - Like People

Other Blogs... • Health Policy Center Blog • Physician Update Blog - For referring MDs but not limited to them • Diversity in Education Blog • Advancing the Science - Medical science blog - our medical version of Scientific American

Yearly Cost for a Customized Blog $75.00

Old-Style Online Newsroom vs. MacGyver Online Newsroom • Web 1.0 Online Newsroom − Typically purchased from a Vendor − Costly - up to $10,000 + monthly fee − Password-Protected Access • “MacGyver” Online Newsroom − DIY − $45/year or $0.12/day − Open to customers/patients/links

Two Case Studies of Mainstream Media Facilitated by Social Media • Wall Street Journal Health Blog − Pitched via Facebook − Previewed on News Blog − Embedded from YouTube • CBS Radio Network − Flip audio downloaded from news blog made national network air

Answers to Objections • “But what about the cost in staff time to maintain all of these social media platforms? They’re not really that cheap!” − AT&T free phone service in 1969 − Pitney Bowes free fax machines and supplies in 1989 − YouTube, Facebook and Twitter free in 2009

Stephen Covey’s “8th Habit” Going beyond effectiveness to greatness “Find your voice and inspire others to find theirs”

“8th Habit” Opportunity I can go to any group, and I do it all the time, all over the world, and I ask a simple question: “How many honestly believe that the vast majority of the workforce in your organizations possess more talent, more intelligence, more capability, more creativity, more resourcefulness than their present jobs require or even allow them to use?” Literally, almost everyone raises their hands…. Think of the loss of what we could call “voice,” of people’s intelligence, capability, creativity. And yet I can ask the next question: … “How many feel pressured to produce more for less?” and you know what, the same amount of hands go up. Now just put those two questions together: Here there’s this enormous capability and talent and intelligence, and also this great pressure to produce more for less, and they’re not able to even use it. -- Stephen Covey

Giving voice to patients...

Inspiring Employees Dear staff, This 4 minute video actually made me tear up…the patients mentioning our Judd Sessions, classes and pamphlets…in relation to their satisfaction with their care. How wonderful to hear. The patient/family testimonials reminded me how we are making a difference through patient education in the lives of our patients/families.

Jillayn Hey’s “Remarkable” Story “One statement has stuck out above all of the medical jargon written by the surgeons and various nurses who cared for me, and that is this: ‘patient's stay was unremarkable.’ Well, although things went fairly smoothly after a difficult surgery, I would like to say that there was nothing unremarkable about my experience with Mayo.”

Therapeutic Storytelling... “I recently read an (Utne Reader) article ... (which said) that through telling our personal stories of illness and disease, we assist in creating a new story of wellness that facilitates healing and in turn directs a person towards recovery. This is just one aspect that Sharing Mayo Clinic provides. It is not only an opportunity for many patients and perhaps future patients to tell their unique stories to work their way towards health but it also provides a voice for its employees to share parts of their daily work which I know must include joy and sorrow as some of us become well and some of us unfortunately do not. In my opinion, this is just another area that Mayo is ahead of the curve in caring for its patients and obviously their employees as well.”

Don’t (just) pitch the media. Be the media.

The Next Big Thing: Radio Syndication

Healthline becomes Medical Edge Weekend • Host is Mayo Clinic M.D. with 20 years local radio experience • Previous syndication not feasible − 1999: Unlikely profitable − 2008: $20K/month unavailable • Opportunity for creative application of social media tools

The MacGyver Syndication Plan • Production continues at KROC-AM • Segments delivered to affiliates as mp3 files for next week’s broadcast • Topic for live production posted to blog, promoted via Twitter • Listen live through audio stream from flagship station • Podcasts posted 9 days later

Medical Edge Weekend Results • Already a “win” as formerly local program is now on >10 stations, including international • Gradual growth is practical because costs are nearly $0.00 • Unbridling a physician’s passion • Significant new social media content

Follow Medical Edge Weekend Progress • radio.mayoclinic.org • #mayoradio • @mayoclinic

Enhancing Distribution of Patient-Generated Content • Alerted to interesting video of elderly couple playing piano in Gonda atrium • Embedded in Sharing Mayo Clinic, posted to Facebook, Tweeted on 4/7/09 • Video had been seen 1,005 times in six preceding months since upload

The next day...

Six days later...

April 22

Sunday, May 3

Cinco de Mayo

May 10

May 11

May 12

A sampling of the comments...

May 15

Early Morning May 26

May 26, 2009: Live in Studio Good Morning America

May 28, 2009

Results to Date • More than 4.6 million views on YouTube • More than 1.4 million views on Sharing Mayo Clinic • Before posting to Sharing Mayo Clinic: 1,000 views in six months • After posting, Facebooking and Tweeting: 5,000 views per hour

Lessons • Your mileage may vary, but... • You’ll go a lot farther if you get a car.

Summary • Twitter, Facebook, YouTube: $0 • Sharing Mayo Clinic blog: $75 • Bringing joy to the world through music: Priceless

Immense Potential • Marketing we couldn’t buy at any price − 500,000 annual unique patients, 50,000 employees as ambassadors • More efficient care delivery − Patient support groups − Chronic disease management − Workplace Collaboration • Free versions let you prove concept, gauge readiness

Tips on Personal Steps to Explore • Establish a permanent personal email • Get profiles in Facebook, LinkedIn • Get a Twitter account • Get a Flip camera (or iPhone 3G S?) • Create a personal YouTube account • Start a personal Blog

Visit Mayo Clinic Social Media Sites • Follow, subscribe or “Fan” − http://twitter.com/mayoclinic − http://www.youtube.com/user/mayoclinic − http://sharing.mayoclinic.org/ − http://www.facebook.com/pages/Mayo-Clinic/ 7673082516

Starter Steps for Organizations • Claim your Twitter “handle” • Create a Facebook “fan” page • Create a YouTube channel • For Extra Credit: If you have organizational commitment, create a multi-author blog

The Social Media Pyramid

Maslow’s Hierarchy

A Well-Balanced Social Media Diet

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

“Your kids aren’t smarter than you are. They’re just not afraid to look dumb.”

Idaho Healthcare Marketing PR Presentation

by Lee Aase on Oct 04, 2009

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Idaho Healthcare Marketing PR Presentation — Presentation Transcript