Lee Aase
Mayo Clinic Center for Social Media
July 26, 2014
Illustrating the Health Care Social
Media Revolution
©2011 MFMER | 3139261-
About Lee Aase (@LeeAase)
• 14 years in politics and government at local,
state, national levels
• ...
©2011 MFMER | 3139261-
©2011 MFMER | 3139261-
©2011 MFMER | 3139261-
0
5,000,000
10,000,000
15,000,000
20,000,000
Rochester
Boston
Baltimore
Cleveland
Los Angeles
San F...
What does Rochester have that they don’t?
©2011 MFMER | 3139261-
Social Networking is part of
Mayo Clinic’s DNA and is a
fundamental factor in its
success
©2011 MFMER | 3139261-
A precipitating event...
©2011 MFMER | 3139261-
Mayo Clinic’s First Social Networkers
©2011 MFMER | 3139261-
©2011 MFMER | slide-18
Patient Word of Mouth (2010 figures)
2009 Patient Brand Monitor, n=900
• 91% said “good things” abo...
©2011 MFMER | slide-20
Sources Influencing Preference
for Mayo Clinic (2010)
Consumer Brand Monitor, Base: Respondents who...
Mayo Clinic Medical Edge
Syndicated News Media Resources
First Foray in “New” Media
• Existing Medical Edge radio mp3s
• Launched Sept. ’05
• Downloads increased 8,217% Oct. vs. A...
©2011 MFMER | 3139261-
Beyond the Hypochondriac feed
Mayo Clinic Medical Edge Sample
Sound Bite
Involuntary Social Network Representation
myspace.com/mayoclinic
Facebook: 11/7/07
The Revolutionary impact of
consumer-grade video
Dramatically increased number of videos
and depth of content
Sharing Mayo Clinic - January 2009
Reach: 23,856
4.6% of “Fan” base
Reach: 59,104
11.2%
Reach: 149,952
28.4%
Reach: 138,688
26.3%
Reach: 529,152
100.1%
Seizing Serendipitous Opportunities:
The Octogenarian Idol Example
• Embedded in Sharing Mayo Clinic, posted to
Facebook, ...
The next day...
0
1,000
2,000
3,000
4,000
1,095
3,085
4/7/09
4/8/09
TotalViews
0
7,500
15,000
22,500
30,000
1,095 3,085
26,973
4/7/09
4/8/09
4/13/09
TotalViews
0
17,500
35,000
52,500
70,000
1,095
3,085
26,973
64,778
4/7/09
4/8
4/13
4/22
TotalViews
0
50,000
100,000
150,000
200,000
1,095
3,085
26,973
64,778
187,956
4/7/09
4/8
4/13
4/22
5/3
TotalViews
0
62,500
125,000
187,500
250,000
1,095
3,085
26,973
64,778
187,956
228,055
4/7
4/8
4/13
4/22
5/3
5/4
TotalViews
0
75,000
150,000
225,000
300,000
1,095 3,085
26,973
64,778
187,956
228,055
292,766
4/7 4/8 4/13 4/22 5/3
5/4
5/5
TotalViews
0
150,000
300,000
450,000
600,000
1,095 3,085 26,973
64,778
187,956
228,055
292,766
555,675
4/7/094/8/094/13/094/22/095/3/...
0
175,000
350,000
525,000
700,000
1,095 3,08526,97364,778
187,956
228,055
292,766
555,675
692,713
4/7 4/8 4/13 4/22 5/3 5/...
0
275,000
550,000
825,000
1,100,000
1,0953,08526,97364,778
187,956228,055
292,766
555,675
692,713
1,002,122
4/7 4/8 4/13 4...
Early Morning May 26
May 26, 2009: Live in Studio
Good Morning America
Results to Date
• More than 10 million views on YouTube
• Over 1.5 million on Sharing Mayo Clinic
• From 200 views/month t...
#26: Your mileage may vary, but
you’ll go a lot further if you get a
car.
ROI Case Study:
Reuben Mesa, M.D. and Myelofibrosis
Unique Myelofibrosis Patients
0
100
200
300
400
2008 2009 2010 2011 2012 2013
MCF MCA
Lee’s Law of Social Media
Measurement (and Thesis #18):
As I approaches 0, ROI approaches
∞
Mayo Clinic Center for Social Media
• The Mayo Clinic Center for Social Media exists
to improve health globally by acceler...
©2011 MFMER | slide-40
A Catalyst for Social Media
Social Media Health Network
• Membership group associated with Mayo Clinic
Center for Social Media
• For organizations wan...
Social Media Week at Mayo Clinic
Oct. 20-23, 2014
For Further Interaction:
• Google Lee Aase or MCCSM
• @LeeAase on Twitter
• For Social Media Health Network information
• ...
Illustrating the Social Media Revolution
Illustrating the Social Media Revolution
Illustrating the Social Media Revolution
Illustrating the Social Media Revolution
Illustrating the Social Media Revolution
Illustrating the Social Media Revolution
Illustrating the Social Media Revolution
Illustrating the Social Media Revolution
Illustrating the Social Media Revolution
Illustrating the Social Media Revolution
Illustrating the Social Media Revolution
Illustrating the Social Media Revolution
Illustrating the Social Media Revolution
Illustrating the Social Media Revolution
Illustrating the Social Media Revolution
Illustrating the Social Media Revolution
Illustrating the Social Media Revolution
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Illustrating the Social Media Revolution

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My presentation on Saturday, July 26, 2014 at the Association of Medical Illustrators Annual Conference, which is being held at Mayo Clinic.

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Illustrating the Social Media Revolution

  1. 1. Lee Aase Mayo Clinic Center for Social Media July 26, 2014 Illustrating the Health Care Social Media Revolution
  2. 2. ©2011 MFMER | 3139261- About Lee Aase (@LeeAase) • 14 years in politics and government at local, state, national levels • Mayo Clinic since April 2000 • Media relations consultant • Manager since 2003 • Media Relations/Research Communications • Syndication and Social Media • Director, Center for Social Media (2010)
  3. 3. ©2011 MFMER | 3139261-
  4. 4. ©2011 MFMER | 3139261-
  5. 5. ©2011 MFMER | 3139261- 0 5,000,000 10,000,000 15,000,000 20,000,000 Rochester Boston Baltimore Cleveland Los Angeles San Francisco NewYork Philadelphia Chicago
  6. 6. What does Rochester have that they don’t?
  7. 7. ©2011 MFMER | 3139261- Social Networking is part of Mayo Clinic’s DNA and is a fundamental factor in its success
  8. 8. ©2011 MFMER | 3139261-
  9. 9. A precipitating event...
  10. 10. ©2011 MFMER | 3139261-
  11. 11. Mayo Clinic’s First Social Networkers
  12. 12. ©2011 MFMER | 3139261-
  13. 13. ©2011 MFMER | slide-18 Patient Word of Mouth (2010 figures) 2009 Patient Brand Monitor, n=900 • 91% said “good things” about Mayo Clinic after visits • Average of 43 heard “good things” • 86% recommended Mayo Clinic • Average of 24 advised to come • Average of 6 actually came
  14. 14. ©2011 MFMER | slide-20 Sources Influencing Preference for Mayo Clinic (2010) Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic; *differs significantly from Q2-2010 5 5 13 25 26 29 33 48 62 82Word of mouth News stories Hospital ratings Internet MD recommendation Personal experience Advertising Direct mail Social media Insurance plan 2010 study (n=119)
  15. 15. Mayo Clinic Medical Edge Syndicated News Media Resources
  16. 16. First Foray in “New” Media • Existing Medical Edge radio mp3s • Launched Sept. ’05 • Downloads increased 8,217% Oct. vs. Aug.
  17. 17. ©2011 MFMER | 3139261-
  18. 18. Beyond the Hypochondriac feed
  19. 19. Mayo Clinic Medical Edge Sample Sound Bite
  20. 20. Involuntary Social Network Representation myspace.com/mayoclinic
  21. 21. Facebook: 11/7/07
  22. 22. The Revolutionary impact of consumer-grade video
  23. 23. Dramatically increased number of videos and depth of content
  24. 24. Sharing Mayo Clinic - January 2009
  25. 25. Reach: 23,856 4.6% of “Fan” base
  26. 26. Reach: 59,104 11.2%
  27. 27. Reach: 149,952 28.4%
  28. 28. Reach: 138,688 26.3%
  29. 29. Reach: 529,152 100.1%
  30. 30. Seizing Serendipitous Opportunities: The Octogenarian Idol Example • Embedded in Sharing Mayo Clinic, posted to Facebook, Tweeted on 4/7/09
  31. 31. The next day...
  32. 32. 0 1,000 2,000 3,000 4,000 1,095 3,085 4/7/09 4/8/09 TotalViews
  33. 33. 0 7,500 15,000 22,500 30,000 1,095 3,085 26,973 4/7/09 4/8/09 4/13/09 TotalViews
  34. 34. 0 17,500 35,000 52,500 70,000 1,095 3,085 26,973 64,778 4/7/09 4/8 4/13 4/22 TotalViews
  35. 35. 0 50,000 100,000 150,000 200,000 1,095 3,085 26,973 64,778 187,956 4/7/09 4/8 4/13 4/22 5/3 TotalViews
  36. 36. 0 62,500 125,000 187,500 250,000 1,095 3,085 26,973 64,778 187,956 228,055 4/7 4/8 4/13 4/22 5/3 5/4 TotalViews
  37. 37. 0 75,000 150,000 225,000 300,000 1,095 3,085 26,973 64,778 187,956 228,055 292,766 4/7 4/8 4/13 4/22 5/3 5/4 5/5 TotalViews
  38. 38. 0 150,000 300,000 450,000 600,000 1,095 3,085 26,973 64,778 187,956 228,055 292,766 555,675 4/7/094/8/094/13/094/22/095/3/09 5/4/09 5/5/09 5/10/09 TotalViews
  39. 39. 0 175,000 350,000 525,000 700,000 1,095 3,08526,97364,778 187,956 228,055 292,766 555,675 692,713 4/7 4/8 4/13 4/22 5/3 5/4 5/5 5/10 5/12 TotalViews
  40. 40. 0 275,000 550,000 825,000 1,100,000 1,0953,08526,97364,778 187,956228,055 292,766 555,675 692,713 1,002,122 4/7 4/8 4/13 4/22 5/3 5/4 5/5 5/10 5/12 5/15 TotalViews
  41. 41. Early Morning May 26
  42. 42. May 26, 2009: Live in Studio Good Morning America
  43. 43. Results to Date • More than 10 million views on YouTube • Over 1.5 million on Sharing Mayo Clinic • From 200 views/month to 5,000 views/hour • Validation of SMUG Thesis #26
  44. 44. #26: Your mileage may vary, but you’ll go a lot further if you get a car.
  45. 45. ROI Case Study: Reuben Mesa, M.D. and Myelofibrosis
  46. 46. Unique Myelofibrosis Patients 0 100 200 300 400 2008 2009 2010 2011 2012 2013 MCF MCA
  47. 47. Lee’s Law of Social Media Measurement (and Thesis #18): As I approaches 0, ROI approaches ∞
  48. 48. Mayo Clinic Center for Social Media • The Mayo Clinic Center for Social Media exists to improve health globally by accelerating effective application of social media tools throughout Mayo Clinic and spurring broader and deeper engagement in social media by hospitals, medical professionals and patients. • Our Mission: Lead the social media revolution in health care, contributing to health and well being for people everywhere.
  49. 49. ©2011 MFMER | slide-40 A Catalyst for Social Media
  50. 50. 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 • Much content available through free Guest account • Dues based on organization revenues, and individual paid memberships also are available
  51. 51. Social Media Week at Mayo Clinic Oct. 20-23, 2014
  52. 52. For Further Interaction: • Google Lee Aase or MCCSM • @LeeAase on Twitter • For Social Media Health Network information • http://network.socialmedia.mayoclinic.org/ mccsm/joining-the-network/ • Contact Mayo Clinic Center for Social Media • By email: socialmediacenter@mayo.edu • By phone: 507-538-1092
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