Lee Aase
Mayo Clinic Center for Social Media
April 22, 2014
Integrating Social Media in Your
Hospital’s Communications
Mon...
About Lee Aase (@LeeAase)
• B.S. Political Science
• 14 years in politics and government at local,
state, national levels
...
Mayo Clinic Center for Social Media
• The Mayo Clinic Center for Social Media exists
to improve health globally by acceler...
Social Media Health Network
• Membership group associated with Mayo Clinic
Center for Social Media
• For organizations wan...
Monday, April 21, 2014
©2011 MFMER | slide-40
A Catalyst for Social Media
Monday, April 21, 2014
Agenda
• Making sense of the changing media landscape
• Reviewing “The Basics” and examples of
effective applications
• Ne...
©2011 MFMER | 3139261-
For most of the 20th Century...
Monday, April 21, 2014
©2011 MFMER | 3139261-
Every day these guys would define the
news...
Monday, April 21, 2014
©2011 MFMER | 3139261-
Monday, April 21, 2014
©2011 MFMER | 3139261-
While local affiliates and newspapers
sold audiences to advertisers at
monopoly prices
Monday, Apri...
©2011 MFMER | 3139261-
Then Ted Turner revolutionized TV
Monday, April 21, 2014
©2011 MFMER | 3139261-
...and one of these guys invented the
Internet
Monday, April 21, 2014
Although the traditional media didn’t
sense the magnitude of the coming
change...
Monday, April 21, 2014
©2011 MFMER | 3139261-
Because information
and the means of
dissemination were
democratized,
everyone became a
potential r...
©2011 MFMER | 3139261-
Monday, April 21, 2014
©2011 MFMER | 3139261-
Monday, April 21, 2014
©2011 MFMER | 3139261-
Monday, April 21, 2014
©2011 MFMER | 3139261-
Monday, April 21, 2014
Mapping Media Landscape Changes
• From simple and expensive to complex and
“free”
• From gatekeepers to wide open spaces
•...
Monday, April 21, 2014
Social Media Basics
Monday, April 21, 2014
Monday, April 21, 2014
FREE Twitter Modules in Social Media
Health Network Curriculum
• TW 100: Preparing to Create Your Twitter
Account
• TW 101...
©2011 MFMER | 3139261-
https://tweetdeck.twitter.com/
Monday, April 21, 2014
©2011 MFMER | 3139261-
http://www.symplur.com/healthcare-hashtags/
Monday, April 21, 2014
©2011 MFMER | 3139261-
http://tweetchat.com/
Monday, April 21, 2014
©2011 MFMER | 3139261-
Bonus Tip: Mobile Notifications
Monday, April 21, 2014
Twitter Application Ideas
• Emergency Team Activation Account
• Protected Tweets
• Mobile notifications
• Public Health/Pr...
Monday, April 21, 2014
The Bad News on Facebook: Organic
Reach Plummeting
Monday, April 21, 2014
Organic Reach
• Only a small percentage will typically see any
given post. If your page has 1,000 likes:
• April 2012: 160...
Pay to Advertise
• Promote page
• Boost posts
• Set a budget
• Cancel at any time
Monday, April 21, 2014
Monday, April 21, 2014
Monday, April 21, 2014
Monday, April 21, 2014
Good News and Best Practices
• Have a content plan (Buckets/Categories)
• Create share-worthy posts
• Keep it brief to evo...
Content Categories
• Health and wellness tips
• Treatment options
• Research updates
• News from your organization
• Patie...
Monday, April 21, 2014
Monday, April 21, 2014
Monday, April 21, 2014
The Revolutionary impact of
consumer-grade video
Monday, April 21, 2014
Monday, April 21, 2014
Dramatically increased number of videos
and depth of content
Monday, April 21, 2014
Monday, April 21, 2014
Monday, April 21, 2014
Unique Myelofibrosis Patients
0
100
200
300
400
2008 2009 2010 2011
MCF MCA
Monday, April 21, 2014
YouTube Applications
• Introducing new physicians to community
• Building rapport with new patients
• Making in-person enc...
©2011 MFMER | 3139261-
5 Reasons to Blog
• Publish to the Web quickly and easily
• Improve search engine placement
• Give ...
©2011 MFMER | 3139261-
Why do blogs help SEO?
• Frequent posts faster indexing by
seach engines
• Lots of links (inbound a...
©2011 MFMER | 3139261-
Making Static Sites Dynamic
• Blogs can create RSS feeds based on
• Categories
• Tags
• Sidebar wid...
©2011 MFMER | 3139261-
Patient Stories Example
Monday, April 21, 2014
©2011 MFMER | 3139261-
Patient Stories Example
Monday, April 21, 2014
©2011 MFMER | 3139261-
Patient Stories Example
Monday, April 21, 2014
©2011 MFMER | 3139261-
Enabling Engagement
• Comments
• Sharing buttons for social networks
• Facebook
• Twitter
• LinkedI...
©2011 MFMER | 3139261-
Enabling Engagement
Monday, April 21, 2014
©2011 MFMER | 3139261-
Your Social Media Home Base
• Longer-form content (e.g. 400 words)
• Integration point
• Embed vide...
©2011 MFMER | 3139261-
Your Social Media Home Base
Monday, April 21, 2014
Newer platforms to consider
• Google+
• Pinterest
• Vine
• Instagram
Monday, April 21, 2014
Monday, April 21, 2014
Search benefits...
Monday, April 21, 2014
Search benefits...
Monday, April 21, 2014
Get your custom URL!! Make…
https://plus.google.com/u/0/b/
117843909302898250180/
Look like this…
http://Google.com/+MayoC...
Monday, April 21, 2014
Monday, April 21, 2014
Key Points on Pinterest
• Launched March 2010
• Fastest to reach 10 million users
• Overwhelmingly female (>70 percent)
• ...
Monday, April 21, 2014
What about Vine and Instagram?
• Vine
• Purchased by Twitter Oct. 2012
• Six-Second Videos
• See “Fix in Six” by Lowe’s
• ...
It’s not a land rush
Monday, April 21, 2014
Integration
• How the tools work together
• How the tools work with traditional
communications
• Ideas for application
Mon...
Social Platforms Working Together
• Blog as integration point
• Embedding videos, slide decks
• Sharing icons for other ne...
Working with Traditional Communications
• Newsletter becomes blog (too or instead)
• Publish when ready; no waiting for ma...
©2011 MFMER | 3139261-
The Beauty of Bit.ly
• Bitly.com shortens links to save space in
tweets (but can be used in any pla...
©2011 MFMER | 3139261-
Monday, April 21, 2014
©2011 MFMER | 3139261-
Monday, April 21, 2014
Lee’s Social Media
Measurement Maxim:
As I approaches 0, ROI approaches
∞
Monday, April 21, 2014
©2011 MFMER | 3139261-
Monday, April 21, 2014
©2011 MFMER | 3139261-
Main Ideas
• Measurement only matters in the context of
making or evaluating a decision
• Measureme...
©2011 MFMER | 3139261-
One Quick Uncertainty-Reducing
Method: The Rule of 5
• Random sample of 5 values
• Quick way to get...
©2011 MFMER | 3139261-
Case Study:
“Massive” Exercise in
Salt Lake City
Monday, April 21, 2014
©2011 MFMER | 3139261-
Monday, April 21, 2014
©2011 MFMER | 3139261-
Research Exercise
• Enter your weight in pounds. Feel free to round
down to the nearest 5.
• Enter ...
©2011 MFMER | 3139261-
Monday, April 21, 2014
©2011 MFMER | 3139261-
Monday, April 21, 2014
©2011 MFMER | 3139261-
Review of Results
• Smallest range guessed: 10 (150-160 and 165-175)
• Largest range guessed 195 (1...
©2011 MFMER | 3139261-
n=5 n=8 n=11
155 100 100
165 115 115
175 155 135
220 165 145
250 175 155
200 165
220 175
250 180
20...
©2011 MFMER | 3139261-
“Mathless” CIs for Small Samples
Sample
Size (n)
_th smallest
_th largest
Confidence
5 1st 93.75%
8...
©2011 MFMER | 3139261-
n=5 n=8 n=11
155 100 100
165 115 115
175 155 135
220 165 145
250 175 155
200 165
220 175
250 180
20...
©2011 MFMER | 3139261-
n=5 n=8 n=11
155 100 100
165 115 115
175 155 135
220 165 145
250 175 155
200 165
220 175
250 180
20...
©2011 MFMER | 3139261-
Lessons
• If you have a lot of uncertainty, just a few
measurements can tell you a lot
• The Mathle...
©2011 MFMER | 3139261-
Fermi Decomposition
• Named after Nobel Prize winner Enrico Fermi
• For a big unknown, break the pr...
©2011 MFMER | 3139261-
Fermi Decomposition
Number of Piano Tuners =
Population/people per household
x percent of household...
©2011 MFMER | 3139261-
Develop Your 90% CI
• For each formula component, estimate the 90
percent confidence interval throu...
©2011 MFMER | 3139261-
Monte Carlo Simulation
• Run a large number of calculations with
randomly generated values for each...
©2011 MFMER | 3139261-
Example: Adding staffer for
demand-generating videos
• Proposal is to hire an employee to shoot, ed...
©2011 MFMER | 3139261-
Break it down like Fermi
• Costs = Salary & Benefits + equipment +
software + travel
• Annual Benef...
©2011 MFMER | 3139261-
Continuing the Decomposition
Annual Benefit =
NOI/Patient
x Patients/Video
x Videos/Week
x Weeks/Ye...
©2011 MFMER | 3139261-
Continuing the Decomposition
Annual Benefit =
NOI/Patient
x Patients/Video
x Videos/Week
x Weeks/Ye...
©2011 MFMER | 3139261-
Continuing the Decomposition
Annual Benefit =
NOI/Patient
x Patients/Video
x Videos/Week
x Weeks/Ye...
©2011 MFMER | 3139261-
Continuing the Decomposition
Annual Benefit =
NOI/Patient
x Patients/Video
x Videos/Week
x Weeks/Ye...
©2011 MFMER | 3139261-
Completing the Decomposition
Annual Benefit =
NOI/Patient
x Views/Video
x Patients/View
x Videos/We...
©2011 MFMER | 3139261-
Developing the 90% CI
• How might you estimate
• Weeks per year worked by new employee?
• Average v...
©2011 MFMER | 3139261-
Do the Monte Carlo Simulation
• Apply the formula in 10,000 simulations with
random values from you...
©2011 MFMER | 3139261-
Monte Carlo Simulation
Monday, April 21, 2014
©2011 MFMER | 3139261-
Monte Carlo Simulation
Monday, April 21, 2014
©2011 MFMER | 3139261-
Monte Carlo Simulation
Monday, April 21, 2014
©2011 MFMER | 3139261-
Monday, April 21, 2014
©2011 MFMER | 3139261-
Monte Carlo Simulation
Monday, April 21, 2014
©2011 MFMER | 3139261-
• If it’s really that important, it’s something
you can define. If it’s something you think
exists ...
©2011 MFMER | 3139261-
Summary of Philosophy
• You can compute the value of additional
information by knowing the “thresho...
©2011 MFMER | 3139261-
Other Measurement
Applications
• Adding a blog version of a print newsletter
• Better gauge of read...
©2011 MFMER | 3139261-
Measurement Matters
Minimally...
• When the cost of being wrong is low
• When you don’t have to jus...
Opportunities to Dig Deeper
• Social Media Residency
• May 12 in Rochester
• Sept. 15 in Phoenix/Scottsdale
• Oct. 20 in R...
For Further Interaction:
• Google Lee Aase or SMUG U
• @LeeAase on Twitter
• aase.lee@mayo.edu
• http://socialmedia.mayocl...
Upcoming SlideShare
Loading in...5
×

Integrating Social Media in Your Hospital's Communications

1,541

Published on

Slides from my April 22, 2014 presentation to the Iowa Society for Healthcare Marketing and Public Relations.

Published in: Healthcare, Technology, Business

Integrating Social Media in Your Hospital's Communications

  1. 1. Lee Aase Mayo Clinic Center for Social Media April 22, 2014 Integrating Social Media in Your Hospital’s Communications Monday, April 21, 2014
  2. 2. 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 • Public Affairs Manager (2003-2010) • Director, Center for Social Media since July 2010 Monday, April 21, 2014
  3. 3. 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. Monday, April 21, 2014
  4. 4. 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 • >100 member organizations Monday, April 21, 2014
  5. 5. Monday, April 21, 2014
  6. 6. ©2011 MFMER | slide-40 A Catalyst for Social Media Monday, April 21, 2014
  7. 7. Agenda • Making sense of the changing media landscape • Reviewing “The Basics” and examples of effective applications • Newer platforms and criteria for adoption • Integration of social media tools • with each other • with broader communications and marketing strategies • Measuring effectiveness and demonstrating ROI Monday, April 21, 2014
  8. 8. ©2011 MFMER | 3139261- For most of the 20th Century... Monday, April 21, 2014
  9. 9. ©2011 MFMER | 3139261- Every day these guys would define the news... Monday, April 21, 2014
  10. 10. ©2011 MFMER | 3139261- Monday, April 21, 2014
  11. 11. ©2011 MFMER | 3139261- While local affiliates and newspapers sold audiences to advertisers at monopoly prices Monday, April 21, 2014
  12. 12. ©2011 MFMER | 3139261- Then Ted Turner revolutionized TV Monday, April 21, 2014
  13. 13. ©2011 MFMER | 3139261- ...and one of these guys invented the Internet Monday, April 21, 2014
  14. 14. Although the traditional media didn’t sense the magnitude of the coming change... Monday, April 21, 2014
  15. 15. ©2011 MFMER | 3139261- Because information and the means of dissemination were democratized, everyone became a potential reporter Monday, April 21, 2014
  16. 16. ©2011 MFMER | 3139261- Monday, April 21, 2014
  17. 17. ©2011 MFMER | 3139261- Monday, April 21, 2014
  18. 18. ©2011 MFMER | 3139261- Monday, April 21, 2014
  19. 19. ©2011 MFMER | 3139261- Monday, April 21, 2014
  20. 20. Mapping Media Landscape Changes • From simple and expensive to complex and “free” • From gatekeepers to wide open spaces • From money as major constraint to time and creativity as limiting factor Monday, April 21, 2014
  21. 21. Monday, April 21, 2014
  22. 22. Social Media Basics Monday, April 21, 2014
  23. 23. Monday, April 21, 2014
  24. 24. FREE Twitter Modules in Social Media Health Network Curriculum • TW 100: Preparing to Create Your Twitter Account • TW 101: Getting Started with Twitter • TW 110: How to Effectively Participate in a Twitter Chat Monday, April 21, 2014
  25. 25. ©2011 MFMER | 3139261- https://tweetdeck.twitter.com/ Monday, April 21, 2014
  26. 26. ©2011 MFMER | 3139261- http://www.symplur.com/healthcare-hashtags/ Monday, April 21, 2014
  27. 27. ©2011 MFMER | 3139261- http://tweetchat.com/ Monday, April 21, 2014
  28. 28. ©2011 MFMER | 3139261- Bonus Tip: Mobile Notifications Monday, April 21, 2014
  29. 29. Twitter Application Ideas • Emergency Team Activation Account • Protected Tweets • Mobile notifications • Public Health/Prevention Campaigns • Call-to-action in advertising Monday, April 21, 2014
  30. 30. Monday, April 21, 2014
  31. 31. The Bad News on Facebook: Organic Reach Plummeting Monday, April 21, 2014
  32. 32. Organic Reach • Only a small percentage will typically see any given post. If your page has 1,000 likes: • April 2012: 160 • February 2014: 60 • Future: 10-20 • Why? A lack of space in the newsfeed • “On a given day, when someone visits Newsfeed, there are an average of 1,500 possible stories we can show” Monday, April 21, 2014
  33. 33. Pay to Advertise • Promote page • Boost posts • Set a budget • Cancel at any time Monday, April 21, 2014
  34. 34. Monday, April 21, 2014
  35. 35. Monday, April 21, 2014
  36. 36. Monday, April 21, 2014
  37. 37. Good News and Best Practices • Have a content plan (Buckets/Categories) • Create share-worthy posts • Keep it brief to evoke curiosity (and click- throughs) • Include Facebook sharing buttons on your Web site or blog Monday, April 21, 2014
  38. 38. Content Categories • Health and wellness tips • Treatment options • Research updates • News from your organization • Patient Stories Monday, April 21, 2014
  39. 39. Monday, April 21, 2014
  40. 40. Monday, April 21, 2014
  41. 41. Monday, April 21, 2014
  42. 42. The Revolutionary impact of consumer-grade video Monday, April 21, 2014
  43. 43. Monday, April 21, 2014
  44. 44. Dramatically increased number of videos and depth of content Monday, April 21, 2014
  45. 45. Monday, April 21, 2014
  46. 46. Monday, April 21, 2014
  47. 47. Unique Myelofibrosis Patients 0 100 200 300 400 2008 2009 2010 2011 MCF MCA Monday, April 21, 2014
  48. 48. YouTube Applications • Introducing new physicians to community • Building rapport with new patients • Making in-person encounters more efficient and effective • Answers to FAQs (e.g. vaccines, bike helmets) • Video prescriptions Monday, April 21, 2014
  49. 49. ©2011 MFMER | 3139261- 5 Reasons to Blog • Publish to the Web quickly and easily • Improve search engine placement • Give your static Web site a dynamic feel • Enable engagement: commenting, sharing • Create a home base for your social efforts • Longer-form content • An integration point • You control look and feel Monday, April 21, 2014
  50. 50. ©2011 MFMER | 3139261- Why do blogs help SEO? • Frequent posts faster indexing by seach engines • Lots of links (inbound and outbound) • Tags • Wordpress: URLs include headline keywords Monday, April 21, 2014
  51. 51. ©2011 MFMER | 3139261- Making Static Sites Dynamic • Blogs can create RSS feeds based on • Categories • Tags • Sidebar widgets can display headlines from any feed • More sophisticated custom integration Monday, April 21, 2014
  52. 52. ©2011 MFMER | 3139261- Patient Stories Example Monday, April 21, 2014
  53. 53. ©2011 MFMER | 3139261- Patient Stories Example Monday, April 21, 2014
  54. 54. ©2011 MFMER | 3139261- Patient Stories Example Monday, April 21, 2014
  55. 55. ©2011 MFMER | 3139261- Enabling Engagement • Comments • Sharing buttons for social networks • Facebook • Twitter • LinkedIn • Google+ • Others TBD Monday, April 21, 2014
  56. 56. ©2011 MFMER | 3139261- Enabling Engagement Monday, April 21, 2014
  57. 57. ©2011 MFMER | 3139261- Your Social Media Home Base • Longer-form content (e.g. 400 words) • Integration point • Embed videos, slide decks • Widgets - RSS, Twitter, surveys • Match the look and feel to your Web site Monday, April 21, 2014
  58. 58. ©2011 MFMER | 3139261- Your Social Media Home Base Monday, April 21, 2014
  59. 59. Newer platforms to consider • Google+ • Pinterest • Vine • Instagram Monday, April 21, 2014
  60. 60. Monday, April 21, 2014
  61. 61. Search benefits... Monday, April 21, 2014
  62. 62. Search benefits... Monday, April 21, 2014
  63. 63. Get your custom URL!! Make… https://plus.google.com/u/0/b/ 117843909302898250180/ Look like this… http://Google.com/+MayoClinic How? Monday, April 21, 2014
  64. 64. Monday, April 21, 2014
  65. 65. Monday, April 21, 2014
  66. 66. Key Points on Pinterest • Launched March 2010 • Fastest to reach 10 million users • Overwhelmingly female (>70 percent) • Extremely “sticky” Monday, April 21, 2014
  67. 67. Monday, April 21, 2014
  68. 68. What about Vine and Instagram? • Vine • Purchased by Twitter Oct. 2012 • Six-Second Videos • See “Fix in Six” by Lowe’s • Instagram • Purchased by Facebook in April 2012 • Square photos • 15-second videos Monday, April 21, 2014
  69. 69. It’s not a land rush Monday, April 21, 2014
  70. 70. Integration • How the tools work together • How the tools work with traditional communications • Ideas for application Monday, April 21, 2014
  71. 71. Social Platforms Working Together • Blog as integration point • Embedding videos, slide decks • Sharing icons for other networks • Exact duplication on multiple networks is NOT recommended • Saving a little time diminishes effectiveness • Tailor posts for each platform Monday, April 21, 2014
  72. 72. Working with Traditional Communications • Newsletter becomes blog (too or instead) • Publish when ready; no waiting for mailing • Bonus features (e.g. embedded videos) • Better pitching of journalists • Hashtags in ads for engagement • QR codes in ads, signage Monday, April 21, 2014
  73. 73. ©2011 MFMER | 3139261- The Beauty of Bit.ly • Bitly.com shortens links to save space in tweets (but can be used in any platform) • Much data available on bit.ly link clicks • Mayo Clinic uses custom branded short domain (MayoCl.in) to increase trust Monday, April 21, 2014
  74. 74. ©2011 MFMER | 3139261- Monday, April 21, 2014
  75. 75. ©2011 MFMER | 3139261- Monday, April 21, 2014
  76. 76. Lee’s Social Media Measurement Maxim: As I approaches 0, ROI approaches ∞ Monday, April 21, 2014
  77. 77. ©2011 MFMER | 3139261- Monday, April 21, 2014
  78. 78. ©2011 MFMER | 3139261- Main Ideas • Measurement only matters in the context of making or evaluating a decision • Measurement reduces uncertainty and the risk of being wrong Monday, April 21, 2014
  79. 79. ©2011 MFMER | 3139261- One Quick Uncertainty-Reducing Method: The Rule of 5 • Random sample of 5 values • Quick way to get 93.75% estimate of median • In a normal distribution, median and mean will be the same Monday, April 21, 2014
  80. 80. ©2011 MFMER | 3139261- Case Study: “Massive” Exercise in Salt Lake City Monday, April 21, 2014
  81. 81. ©2011 MFMER | 3139261- Monday, April 21, 2014
  82. 82. ©2011 MFMER | 3139261- Research Exercise • Enter your weight in pounds. Feel free to round down to the nearest 5. • Enter the lower and upper bounds for your estimate of the average (mean) weight for everyone in the course. • “I am 90 percent certain that the average weight of people in this room is between ____ and ____ pounds.” Monday, April 21, 2014
  83. 83. ©2011 MFMER | 3139261- Monday, April 21, 2014
  84. 84. ©2011 MFMER | 3139261- Monday, April 21, 2014
  85. 85. ©2011 MFMER | 3139261- Review of Results • Smallest range guessed: 10 (150-160 and 165-175) • Largest range guessed 195 (100-295) • Percent of those including the mean: 83% • Average range of those including mean: 93.7 • Average range of those not including mean: 35.0 • Actual Mean for Population: 167.2 Monday, April 21, 2014
  86. 86. ©2011 MFMER | 3139261- n=5 n=8 n=11 155 100 100 165 115 115 175 155 135 220 165 145 250 175 155 200 165 220 175 250 180 200 220 250 Monday, April 21, 2014
  87. 87. ©2011 MFMER | 3139261- “Mathless” CIs for Small Samples Sample Size (n) _th smallest _th largest Confidence 5 1st 93.75% 8 2nd 93.0% 11 3rd 93.5% 13 4th 90.8% 16 5th 92.3% Monday, April 21, 2014
  88. 88. ©2011 MFMER | 3139261- n=5 n=8 n=11 155 100 100 165 115 115 175 155 135 220 165 145 250 175 155 200 165 220 175 250 180 200 220 250 Monday, April 21, 2014
  89. 89. ©2011 MFMER | 3139261- n=5 n=8 n=11 155 100 100 165 115 115 175 155 135 220 165 145 250 175 155 200 165 220 175 250 180 200 220 250 Monday, April 21, 2014
  90. 90. ©2011 MFMER | 3139261- Lessons • If you have a lot of uncertainty, just a few measurements can tell you a lot • The Mathless Method can get you a quick answer that is better than most expert estimates • In this case, sampling produced better ranges • n=5 produced a better range than 49 of 87 • n=11 produced a better range nearly 3X as often as human guessing did (63 vs. 23) Monday, April 21, 2014
  91. 91. ©2011 MFMER | 3139261- Fermi Decomposition • Named after Nobel Prize winner Enrico Fermi • For a big unknown, break the problem into components you can measure or more confidently estimate • Classic question: How many piano tuners are in Chicago? Monday, April 21, 2014
  92. 92. ©2011 MFMER | 3139261- Fermi Decomposition Number of Piano Tuners = Population/people per household x percent of households w/tuned pianos x tunings per piano per year /(tunings per tuner per day x workdays per year) Monday, April 21, 2014
  93. 93. ©2011 MFMER | 3139261- Develop Your 90% CI • For each formula component, estimate the 90 percent confidence interval through • Calibrated estimates of experts • Rules of thumb/historical performance • Surveys and sampling • Direct measures where practical Monday, April 21, 2014
  94. 94. ©2011 MFMER | 3139261- Monte Carlo Simulation • Run a large number of calculations with randomly generated values for each variable • Expected outcome = value x probability Monday, April 21, 2014
  95. 95. ©2011 MFMER | 3139261- Example: Adding staffer for demand-generating videos • Proposal is to hire an employee to shoot, edit and upload videos to YouTube and add annotations linking to appointment request page, along with a phone number • Goal is to increase demand in areas of practice with favorable reimbursement • Is this likely to generate demand that would pay for the new employee? Monday, April 21, 2014
  96. 96. ©2011 MFMER | 3139261- Break it down like Fermi • Costs = Salary & Benefits + equipment + software + travel • Annual Benefit = • NOI per patient x • Number of New Patients Monday, April 21, 2014
  97. 97. ©2011 MFMER | 3139261- Continuing the Decomposition Annual Benefit = NOI/Patient x Patients/Video x Videos/Week x Weeks/Year Monday, April 21, 2014
  98. 98. ©2011 MFMER | 3139261- Continuing the Decomposition Annual Benefit = NOI/Patient x Patients/Video x Videos/Week x Weeks/Year Monday, April 21, 2014
  99. 99. ©2011 MFMER | 3139261- Continuing the Decomposition Annual Benefit = NOI/Patient x Patients/Video x Videos/Week x Weeks/Year Annual Benefit = NOI/Patient x Patients/View x Views/Video x Videos/Week x Weeks/Year Monday, April 21, 2014
  100. 100. ©2011 MFMER | 3139261- Continuing the Decomposition Annual Benefit = NOI/Patient x Patients/Video x Videos/Week x Weeks/Year Annual Benefit = NOI/Patient x Patients/View x Views/Video x Videos/Week x Weeks/Year Monday, April 21, 2014
  101. 101. ©2011 MFMER | 3139261- Completing the Decomposition Annual Benefit = NOI/Patient x Views/Video x Patients/View x Videos/Week x Weeks/Year Annual Benefit = NOI/Patient x Views/Video x Clicks to Web Site/View x (Online Appt Reqs/View + Phone Req/View) x Patients/Appt Req x Videos/Week x Weeks/Year Monday, April 21, 2014
  102. 102. ©2011 MFMER | 3139261- Developing the 90% CI • How might you estimate • Weeks per year worked by new employee? • Average videos produced per week? • Views per video? • Annotation clicks per view? • Appointment requests per annotation click? • Phone appointment requests related to videos? • Percent of requests likely to be fulfilled? • NOI per patient? Monday, April 21, 2014
  103. 103. ©2011 MFMER | 3139261- Do the Monte Carlo Simulation • Apply the formula in 10,000 simulations with random values from your 90% CI • Videos/week (8-12) • Weeks worked/year (48-50) • Views/Video (500-1500) • Annotation Clicks/Video View (.005-.02) • Online appointment requests/annotation click (0.01-0.03) • Phone appointment requests/annotation click (0.01-0.03) • Appointments scheduled/request (0.5-0.8) • NOI/Patient ($400-$800) Monday, April 21, 2014
  104. 104. ©2011 MFMER | 3139261- Monte Carlo Simulation Monday, April 21, 2014
  105. 105. ©2011 MFMER | 3139261- Monte Carlo Simulation Monday, April 21, 2014
  106. 106. ©2011 MFMER | 3139261- Monte Carlo Simulation Monday, April 21, 2014
  107. 107. ©2011 MFMER | 3139261- Monday, April 21, 2014
  108. 108. ©2011 MFMER | 3139261- Monte Carlo Simulation Monday, April 21, 2014
  109. 109. ©2011 MFMER | 3139261- • If it’s really that important, it’s something you can define. If it’s something you think exists at all, it’s something you’ve already observed somehow • If it’s something important and something uncertain, you have a cost of being wrong and a chance of being wrong • You can quantify your current uncertainty with calibrated estimates Summary of Philosophy Monday, April 21, 2014
  110. 110. ©2011 MFMER | 3139261- Summary of Philosophy • You can compute the value of additional information by knowing the “threshold” of the measurement where it begins to make a difference compared to your existing uncertainty. • Once you know what it is worth to measure something, you can put the measurement effort in context and decide on the effort it should take. • Knowing just a few methods for random sampling, controlled experiments, Bayesian methods or even merely improving on the judgments of experts can lead to a significant reduction in uncertainty. Monday, April 21, 2014
  111. 111. ©2011 MFMER | 3139261- Other Measurement Applications • Adding a blog version of a print newsletter • Better gauge of readership by adding interaction • Estimate costs/benefits of reducing print • Building seminar attendance through • Traditional methods (including advertising) • Facebook ads Monday, April 21, 2014
  112. 112. ©2011 MFMER | 3139261- Measurement Matters Minimally... • When the cost of being wrong is low • When you don’t have to justify the decision to anyone. Examples might be • Protected Twitter account to activate emergency response • Shooting YouTube videos with existing staff • Still, for long-term growth (and sanity) demonstrating ROI can help make case for resources Monday, April 21, 2014
  113. 113. Opportunities to Dig Deeper • Social Media Residency • May 12 in Rochester • Sept. 15 in Phoenix/Scottsdale • Oct. 20 in Rochester • Nov. 10 in Jacksonville • Others TBD • Social Media Week at Mayo Clinic Oct. 20-23 • Social Media Residency • #MayoRagan Social Media Summit (with pre-conference workshops) Monday, April 21, 2014
  114. 114. For Further Interaction: • Google Lee Aase or SMUG U • @LeeAase on Twitter • aase.lee@mayo.edu • http://socialmedia.mayoclinic.org Monday, April 21, 2014
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×