Iowa Hospitals on Social Media

1,110 views
1,024 views

Published on

My presentation October 5, 2010 for the Iowa Hospital Association Annual Meeting.

Published in: Health & Medicine
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,110
On SlideShare
0
From Embeds
0
Number of Embeds
36
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Iowa Hospitals on Social Media

  1. 1. Bringing the Social Media Revolution to Health Care Lee Aase (@LeeAase) Director, Mayo Clinic Center for Social Media #MCCSM October 5, 2010
  2. 2. Agenda: A One-Hour Taste of Why Social Media Tools are: • Immensely powerful • Consistent with your organization’s values (or should be) • Practical and useful in health care • Free (or ridiculously inexpensive) • and...
  3. 3. 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
  4. 4. Six Magic Words and Four Reasons Why They’re True for You
  5. 5. “I’ll bet I could do that!”
  6. 6. 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
  7. 7. 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 Mention 2009 US Consumer Brand Monitor, n=3336 Add'l Mention
  8. 8. My First Blog Post
  9. 9. Thesis #1: Air was the original social medium
  10. 10. 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
  11. 11. 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
  12. 12. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  13. 13. #4: Social media are the third millennium’s defining communications trend
  14. 14. Gutenberg: Global Mass Literacy Zuckerberg: Global Mass Publishing
  15. 15. #7: Hand-wringing about merits and dangers of social media is as productive as debating gravity.
  16. 16. What else do patients know about you?  Copyright 2009, Health Grades, Inc. All Rights Reserved.
  17. 17. If you think blocking is a viable long-term option...
  18. 18. Health Care Corollary: Use Common Sense and Keep it Professional
  19. 19. 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
  20. 20. #10: Social media strategies can’t compensate for an inferior offering or bad service
  21. 21. United Breaks Guitars Breaks United
  22. 22. 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
  23. 23. The next day...
  24. 24. Six days later...
  25. 25. April 22
  26. 26. Sunday, May 3
  27. 27. May 4
  28. 28. Cinco de Mayo
  29. 29. May 10
  30. 30. May 11
  31. 31. May 12
  32. 32. May 15
  33. 33. Early Morning May 26
  34. 34. May 26, 2009: Live in Studio Good Morning America
  35. 35. 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 • National TV coverage in U.S. and Japan
  36. 36. #17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)
  37. 37. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
  38. 38. In the European Union, based on current exchange rates: €0,00
  39. 39. MSRP for HD Video Camera $149.99
  40. 40. What’s wrong with this picture?
  41. 41. podcasts.mayoclinic.org
  42. 42. newsblog.mayoclinic.org
  43. 43. sharing.mayoclinic.org
  44. 44. Yearly Cost for a Customized Blog $75.00
  45. 45. #18: As I approaches zero, ROI approaches infinity
  46. 46. The most harmful TV show in U.S History? • Married with Children? • Baywatch? • The Survivor series? • The A-Team?
  47. 47. “Kids will take a chance. If they don’t know, they’ll have a go.” -- Sir Ken Robinson, TED 2006
  48. 48. #29: Your kids aren’t smarter than you are. They’re just not afraid to look dumb.
  49. 49. #33: Social media will decrease diffusion time for research and innovations
  50. 50. Discovery by Richard Berger, M.D., Ph.D. Ulnotriquetral (UT) Ligament Split Tear
  51. 51. Jayson Werth’s Experience
  52. 52. USA Today Nov 12, 2009 3031031-7
  53. 53. Last Friday 3031031-9
  54. 54. 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
  55. 55. 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.
  56. 56. What’s Next?
  57. 57. Mayo Clinic Center for Social Media • 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
  58. 58. http://socialmedia.mayoclinic.org/
  59. 59. A word from our medical director, Victor Montori, M.D.
  60. 60. Social Media Health Network • Membership group associated with Mayo Clinic Center for Social Media • Open to organizations and individuals wanting to use social media to improve health and health care • Dues based on organization revenues • Industry members, but no industry grant funding
  61. 61. What do you get? • Access to resources to speed your organization’s 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
  62. 62. Charter Members • Mayo Clinic • Bon Secours Health System • Inova Health System • Mission Health System • Radboud University Nijmegen Medical Centre • Swedish Medical Center
  63. 63. For Further Interaction: • Google Lee Aase or SMUG U • @LeeAase on Twitter (or keep chatting at #MCCSM) • aase.lee@mayo.edu

×