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Slides from my Aug. 12, 2013 presentation at the McKesson conference for its clients.

Slides from my Aug. 12, 2013 presentation at the McKesson conference for its clients.

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  • 1. Lee Aase Mayo Clinic Center for Social Media August 12, 2013 Bringing the Social Media Revolution to Health Care
  • 2. THE Book on Social Media in Health Care • Essays from 30 thought leaders • The “Why?” of social media in health care • Available on Amazon and discount bulk orders • http://mayocl.in/OGvNCx • Net proceeds fund patient scholarships
  • 3. Prologue: A Story that Demonstrates the Power of Social Platforms • Presentation at Community 2.0 conference in San Francisco on May 12, 2009 • Attendance approximately 200 • Somebody tweeted something like “Hey @GuyKawasaki, @LeeAase just mentioned you in his presentation” and included the link to my presentation, which I had uploaded to Slideshare.net
  • 4. Behold, the Power of Slideshare...
  • 5. Slideshare.net: YouTube for PowerPoint
  • 6. Agenda • Discuss Mayo Clinic’s experience and the historical import of social media • Increase your personal understanding, comfort and confidence with social media • Help you make the case for using social media or increasing your commitment
  • 7. The Hidden Agenda • You will see the transformational power of social media • You will see social platforms as tools to do your work more effectively and efficiently • You will believe that using social media tools is worthwhile and that you (and your organization) can do it
  • 8. Two Heroes Six Magic Words Four Reasons Why They’re True for You
  • 9. ©2011 MFMER | 3139261- “I’ll bet I could do that!”
  • 10. ©2011 MFMER | 3139261- 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 •Director, Center for Social Media, 2010-present
  • 11. ©2011 MFMER | 3139261-
  • 12. ©2011 MFMER | 3139261-
  • 13. ©2011 MFMER | 3139261-
  • 14. ©2011 MFMER | 3139261-
  • 15. One more bonus reason...
  • 16. ©2011 MFMER | 3139261- A Brief History of Social Media at Mayo Clinic
  • 17. Answering a burning question...
  • 18. It all started with a tornado...
  • 19. ©2011 MFMER | 3139261-
  • 20. Mayo Clinic’s First Social Networkers
  • 21. ©2011 MFMER | 3139261- Social Media is part of the @MayoClinic DNA and is fundamental to health care
  • 22. Mayo Clinic Medical Edge Syndicated News Media Resources
  • 23. First Foray in “New” Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  • 24. My First Blog Post - 7/30/06 Lines from Lee
  • 25. Beyond the Hypochondriac feed
  • 26. Mayo Clinic Medical Edge Sample Sound Bite
  • 27. Involuntary Social Network Representation myspace.com/mayoclinic
  • 28. Facebook: 11/7/07
  • 29. A Pivotal Presentation
  • 30. The Revolutionary impact of consumer-grade video
  • 31. Dramatically increased number of videos and depth of content
  • 32. @MayoClinic on Twitter: 4/29/08
  • 33. The $4-a-month online newsroom
  • 34. Let’s Talk “site” - May 2008
  • 35. Sharing Mayo Clinic - January 2009
  • 36. A Broader Historical Perspective...
  • 37. Thesis #1: Air was the original social medium
  • 38. ©2011 MFMER | slide-18 Patient Word of Mouth 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
  • 39. ©2011 MFMER | slide-20 Sources Influencing Preference for Mayo Clinic 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)
  • 40. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  • 41. #4: Social media are the third millennium’s defining communications trend
  • 42. Gutenberg: Global Mass Literacy Zuckerberg: Global Mass Publishing
  • 43. #7: Hand-wringing about merits and dangers of social media is as productive as debating gravity
  • 44. If you think blocking is a viable long-term option...
  • 45. A Balanced Approach to Professionalism • Avoiding faux pas is important but cannot be the only standard for judging professionalism in social media • Professionalism is more than the absence of unprofessional conduct • Professionals have a moral obligation to use available tools effectively on behalf of those they serve
  • 46. Key Elements • All policies apply in social media, too • Privacy • Mutual Respect • Computer use • Generally don’t “friend” patients • Remember the “front page” rule
  • 47. Guidelines for Mayo Employees
  • 48. #9: Mass Media will remain important levers that move - and are moved by - social media buzz
  • 49. 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
  • 50. The next day...
  • 51. 0 1,000 2,000 3,000 4,000 1,095 3,085 4/7/09 4/8/09 TotalViews
  • 52. 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
  • 53. 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
  • 54. 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
  • 55. 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
  • 56. 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
  • 57. 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
  • 58. 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 4/7/09 4/8/09 4/13/09 4/22/09 5/3/09 5/4/09 5/5/09 5/10/09 TotalViews
  • 59. May 12
  • 60. May 15
  • 61. Early Morning May 26
  • 62. May 26, 2009: Live in Studio Good Morning America
  • 63. Results to Date • More than 8.7 million views on YouTube • Over 1.5 million on Sharing Mayo Clinic • From 200 views/month to 5,000 views/hour • Validation of Thesis #26
  • 64. #26: Your mileage may vary, but you’ll go a lot further if you get a car.
  • 65. #10: Social media strategies can’t compensate for an inferior offering or bad service
  • 66. United Breaks Guitars Breaks United
  • 67. #17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)
  • 68. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
  • 69. In the European Union, based on current exchange rates: €0,00
  • 70. #18: As I approaches zero, ROI approaches infinity
  • 71. Unique Myelofibrosis Patients 0 100 200 300 400 2008 2009 2010 2011 MCF MCA
  • 72. #19: MacGyver is the model for social media success
  • 73. The MacGyver Mindset
  • 74. #22: Social media are an essential part of a balanced communications diet
  • 75. Basic Social Media “Food Groups”
  • 76. Blogs: The Undiscovered Territory • A blog is just an easy-to-publish Web site that allows comments • Blogs can match look and feel of your Web site and infuse dynamic content • Blogs give you a social media “home base” • Blogs give you much more control over user experience than any other social platform
  • 77. Sharing Mayo Clinic/Patient Stories Example • Relevant patient stories help patients choose Mayo Clinic • Patient stories on MayoClinic.org were formerly freelancer-produced, relatively expensive • Sharing Mayo Clinic - stories in patients’ own words - launched in 2009 • 2012 Project combined Sharing and legacy stories, featured on .org disease/condition pages through “Mayo Consumer Vocabulary” tagging
  • 78. ©2011 MFMER | 3139261-
  • 79. ©2011 MFMER | 3139261-
  • 80. ©2011 MFMER | 3139261-
  • 81. Lessons and Observations • Sometimes the perfect can be the enemy of the good. Take the side of the good. • Follow the Mayo Clinic Center for Innovation Motto: Think Big. Start Small. Move Fast.TM • Iterate until it’s great • Blogs can make a static Web site dynamic and relevant
  • 82. Don’t Consider Social Media in Isolation • Not a silver bullet • Seek synergy with existing means of communication • Necessary but likely not sufficient • Need to justify NOT using social media
  • 83. Structure and Staffing • Start by finding core internal champions • Train the trainers • Engage broader employee population • Avoid HACK syndrome • Let social staffing grow gradually to meet needs
  • 84. Structure and Staffing • Start by finding core internal champions • Train the trainers • Engage broader employee population • Avoid HACK syndrome • Let social staffing grow gradually to meet needs
  • 85. 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.
  • 86. ©2011 MFMER | slide-40 A Catalyst for Social Media
  • 87. ©2011 MFMER | slide-40 A word from our CEO
  • 88. Social Media Health Network • Membership group associated with Mayo Clinic Center for Social Media • For those wanting to use social media to promote health, fight disease and improve health care • Individual and organization memberships available
  • 89. Free Samples of Network Resources • Visitor Access available to • News/Opinion posts • Curriculum samples • Health Care Social Media List (HCSML) • Create a free Guest account to • Comment • Access additional curriculum posts • Claim and manage your organization’s basic HCSML listing
  • 90. GSM 105 - Intro to Tools
  • 91. Joining the Network
  • 92. Upcoming Opportunities • Social Media Residency • Sept. 10-11 in Dallas, Tex. (at Baylor) • Oct. 21-22 in Rochester, Minn. • Nov. 4-5 in Jacksonville, Fla. • Social Media Week at Mayo Clinic Oct. 21-25
  • 93. For Further Interaction: • Google Lee Aase or SMUG U • @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: 507-538-1091

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