Social Media in Health Care:
  A Mayo Clinic Case Study


             Lee Aase
Manager, Syndication and Social Media
    ...
Agenda
• The MacGyver Mindset
• Health Care Social Media Penetration
• Mayo Clinic’s Experience
• A Particular Case Study
...
About Lee Aase - @LeeAase

• B.S. Political Science
• 14 years in politics and government at
 local, state, national level...
The power of Facebook...




• Evelyn’s existence
• Videos from Grand Rapids
                                4
Disclaimers
•   These results not typical
•   Use as directed
•   Read and follow label directions
•   Side effects may in...
The Most Important Word (and
Book Recommendation) in Web 2.0




                             6
Star Tribune Values and The
    Changing Media Landscape

• 1998 $1.2 Billion
• 2006: $530 Million
• Today: Bankruptcy



...
8
The MacGyver Mindset




                       9
Overview of FREE Tools
• Blogs
• Podcasts
• RSS
• Social Networks
• Wikis
• YouTube
• Twitter
• Updates: Slideshare, uStre...
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-i...
Podcasts

• TiVo for Audio (and now video)
• Don’t need an iPod to use
• Series of segments to which you can
 subscribe vi...
Social Networking Sites




                          14
Wikis

• Collaborative editing tools
• Wikipedia the most famous
• 2.9 million articles in English
• Definitive stories qu...
16
YouTube

• World’s second largest search
 engine
• Google bought for $1.65 Billion
• “The world has voted, and we want
 to...
18
Other Important Platforms

• Slideshare.net: YouTube for
 PowerPoint and Keynote
• uStream.tv: Your own global
 television...
20
Twitter Case Study #1: Listening




                               21
Ensuing Conversation




                       22
Twitter Case Study #2: “Tweetup”
           in Baltimore
            Me: Are you based in Baltimore?



 Me: I’m going to ...
Twitter Case Study #3:
Journalist Interactions




                          24
25
Hospitals Using Social Media
     (via @EdBennett)




                               26
Growth of YouTube vs. Twitter




                                27
28
Mayo Clinic’s Social Media
      Experience



                        29
Mayo Clinic’s Origin




http://tinyurl.com/32xbjx
Sources of Information Influencing
           Preference for Mayo Clinic
     Word of mouth                               ...
Mayo Clinic Medical Edge
News Media Syndications




                           32
Mayo Clinic Social Media Progression
 • Reach people directly
    • Started with Medical Edge
    • Produce economically t...
First Foray in New Media




• Existing Medical Edge radio mp3s
• Launched Sept. ‘05; Downloads up
 8,217 percent Oct. vs....
Step 2: More, Longer Podcasts




                           35
36
37
38
39
Total Cost for Mayo Clinic
Facebook, YouTube and Twitter




 $0.00
                            40
Key Tool: Flip Video Camera*
• Affordable for all campuses (and you)
• Recording interviews (with tripod)
 improves existi...
Cost for a Standard Definition Flip
          Video Camera




$150.00
   HD available for an additional $80

            ...
HD: Worth the Investment




                           43
podcasts.mayoclinic.org




                          44
newsblog.mayoclinic.org




                          45
Next Step: Launched 1/22/2009
     Sharing Mayo Clinic
• Gathering global Mayo community
   • Patients telling their stori...
sharing.mayoclinic.org




                         47
48
Complying with HIPAA

• Comments moderated to prevent privacy
 breaches
  • Patients can divulge own info in
    comments
...
Benefits of Comment Threads

• Patient stories most popular on .org
• Outlet for grateful patients who want
 to tell their...
Where Sharing Mayo Clinic Fits

• News Blog - Breaking research news;
 “Hard” news - Like U.S News, Time
• Podcast Blog - ...
Other Blogs...

• Health Policy Center Blog
• Physician Update Blog - For referring
 MDs but not limited to them
• Diversi...
Yearly Cost for a
 Customized Blog




$75.00
                     53
Old-Style Online Newsroom vs.
   MacGyver Online Newsroom
• Web 1.0 Online Newsroom
   • Typically purchased from a Vendor...
Two Case Studies of Mainstream
Media Facilitated by Social Media
• Wall Street Journal Health Blog
   • Pitched via Facebo...
56
57
Answering Objections

• “But what about the cost in staff time
 to maintain all of these social media
 platforms? They’re ...
Stephen Covey’s “8th Habit”
Going beyond effectiveness to greatness


 “Find your voice and inspire
     others to find th...
“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: ...
Finding voice...




                   61
62
Affirming our Employees

Dear staff,
This 4 minute video actually made me tear
up…the patients mentioning our Judd
Session...
Employee Communications
     Show and Tell




                          64
Don’t (just) pitch the media.

       Be the media.



                            65
Enhancing Distribution of
     Patient-Generated Content
• Alerted to interesting video of elderly
 couple playing piano i...
The next day...




                  67
Six days later...




                    68
April 22




           69
Sunday, May 3




                70
71
72
May 4




        73
Cinco de Mayo




                74
May 6




        75
Thursday, May 7




                  76
May 10




         77
78
May 11




         79
May 12




         80
A sampling of the comments...




                                81
May 15




         82
Early Morning May 26




                       83
May 26, 2009: Live in Studio
  Good Morning America




                               84
85
May 28, 2009




               86
Results to Date
• More than 4 million views on
 YouTube
• Before posting to Sharing Mayo
 Clinic: 1,000 views in six month...
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: Pric...
Immense Potential for Mayo Clinic

• Marketing we couldn’t buy at any price
   • 500,000 annual unique patients,
    50,00...
Recommendations

• Don’t “hire some kids to do this stuff”
• Do find someone with gray or thinning
 hair; a champion with ...
Recommendations

• Do take time to understand community
 standards, mores
• Don’t treat social media like just
 another pu...
“Your kids aren’t
smarter than you are.
   They’re just not
afraid to look dumb.”


                   93
Six Personal Steps to Explore

• Establish a permanent personal email
• Get profiles in Facebook, LinkedIn
• Get a Twitter...
Four Starter Steps for Institutions

• Claim your organization’s Twitter
 “handle”
• Create a Facebook “fan” page
• Create...
96
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Medical Center Employee Relations Association

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Medical Center Employee Relations Association

  1. 1. Social Media in Health Care: A Mayo Clinic Case Study Lee Aase Manager, Syndication and Social Media Mayo Clinic July 24, 2009
  2. 2. Agenda • The MacGyver Mindset • Health Care Social Media Penetration • Mayo Clinic’s Experience • A Particular Case Study 2
  3. 3. 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 3
  4. 4. The power of Facebook... • Evelyn’s existence • Videos from Grand Rapids 4
  5. 5. 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 • Your mileage may vary 5
  6. 6. The Most Important Word (and Book Recommendation) in Web 2.0 6
  7. 7. Star Tribune Values and The Changing Media Landscape • 1998 $1.2 Billion • 2006: $530 Million • Today: Bankruptcy 7
  8. 8. 8
  9. 9. The MacGyver Mindset 9
  10. 10. Overview of FREE Tools • Blogs • Podcasts • RSS • Social Networks • Wikis • YouTube • Twitter • Updates: Slideshare, uStream, Skype 10
  11. 11. Intro to Blogs • Just an easy-to-publish Web site that allows comments • Blogs in Plain English - Lee LeFever 11
  12. 12. 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 12
  13. 13. 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 13
  14. 14. Social Networking Sites 14
  15. 15. Wikis • Collaborative editing tools • Wikipedia the most famous • 2.9 million articles in English • Definitive stories quickly on • 35W Bridge Collapse • Virginia Tech shooting 15
  16. 16. 16
  17. 17. 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, Blog Council 17
  18. 18. 18
  19. 19. Other Important Platforms • Slideshare.net: YouTube for PowerPoint and Keynote • uStream.tv: Your own global television channel • Skype: Audio and Videoconferencing • Mix and Match 19
  20. 20. 20
  21. 21. Twitter Case Study #1: Listening 21
  22. 22. Ensuing Conversation 22
  23. 23. 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 23
  24. 24. Twitter Case Study #3: Journalist Interactions 24
  25. 25. 25
  26. 26. Hospitals Using Social Media (via @EdBennett) 26
  27. 27. Growth of YouTube vs. Twitter 27
  28. 28. 28
  29. 29. Mayo Clinic’s Social Media Experience 29
  30. 30. Mayo Clinic’s Origin http://tinyurl.com/32xbjx
  31. 31. Sources of Information Influencing Preference for Mayo Clinic Word of mouth 84 Stories in the media 57 MD recommendation 44 Advertising 27 2006 Study Internet/Websites 26 Personal experience 24 Mailings to home 18 0 20 40 60 80 100 31
  32. 32. Mayo Clinic Medical Edge News Media Syndications 32
  33. 33. Mayo Clinic Social Media Progression • Reach people directly • Started with Medical Edge • Produce economically to fit medium • Provide platforms for sharing • Create outposts on popular sites • Energize word of mouth • Leverage social media with mass media and vice versa • Sharing Mayo Clinic 33
  34. 34. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  35. 35. Step 2: More, Longer Podcasts 35
  36. 36. 36
  37. 37. 37
  38. 38. 38
  39. 39. 39
  40. 40. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00 40
  41. 41. 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 41
  42. 42. Cost for a Standard Definition Flip Video Camera $150.00 HD available for an additional $80 42
  43. 43. HD: Worth the Investment 43
  44. 44. podcasts.mayoclinic.org 44
  45. 45. newsblog.mayoclinic.org 45
  46. 46. Next Step: Launched 1/22/2009 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 46
  47. 47. sharing.mayoclinic.org 47
  48. 48. 48
  49. 49. 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 49
  50. 50. Benefits of Comment Threads • Patient stories most popular on .org • Outlet for grateful patients who want to tell their stories • Prompts patients to think about sharing stories • Alerts us to great stories we may want to feature in publications, Medical Edge, media pitches 50
  51. 51. 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 51
  52. 52. 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 52
  53. 53. Yearly Cost for a Customized Blog $75.00 53
  54. 54. 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 54
  55. 55. 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 55
  56. 56. 56
  57. 57. 57
  58. 58. Answering Objections • “But what about the cost in staff time to maintain all of these social media platforms? They’re not really free!” • Let’s go in the “way back” machine to • 1969: AT&T free phone service • 1989: Pitney Bowes free fax machines and supplies • YouTube, Facebook and Twitter really are free in 2009 58
  59. 59. Stephen Covey’s “8th Habit” Going beyond effectiveness to greatness “Find your voice and inspire others to find theirs” 59
  60. 60. “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 60
  61. 61. Finding voice... 61
  62. 62. 62
  63. 63. Affirming our 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. 63
  64. 64. Employee Communications Show and Tell 64
  65. 65. Don’t (just) pitch the media. Be the media. 65
  66. 66. 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 66
  67. 67. The next day... 67
  68. 68. Six days later... 68
  69. 69. April 22 69
  70. 70. Sunday, May 3 70
  71. 71. 71
  72. 72. 72
  73. 73. May 4 73
  74. 74. Cinco de Mayo 74
  75. 75. May 6 75
  76. 76. Thursday, May 7 76
  77. 77. May 10 77
  78. 78. 78
  79. 79. May 11 79
  80. 80. May 12 80
  81. 81. A sampling of the comments... 81
  82. 82. May 15 82
  83. 83. Early Morning May 26 83
  84. 84. May 26, 2009: Live in Studio Good Morning America 84
  85. 85. 85
  86. 86. May 28, 2009 86
  87. 87. Results to Date • More than 4 million views on YouTube • Before posting to Sharing Mayo Clinic: 1,000 views in six months • After posting, Facebooking and Tweeting: 5,000 views per hour 87
  88. 88. Lessons • Your mileage may vary, but... • You’ll go a lot farther if you get a car. 88
  89. 89. Summary • Twitter, Facebook, YouTube: $0 • Sharing Mayo Clinic blog: $75 • Bringing joy to the world through music: Priceless 89
  90. 90. Immense Potential for Mayo Clinic • 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 90
  91. 91. Recommendations • Don’t “hire some kids to do this stuff” • Do find someone with gray or thinning hair; a champion with some stature • Don’t set up a social media silo with lots of additional staffing; involve current staff • Don’t emphasize novelty, discontinuity • Do develop guidelines that interpret policies for new platforms 91
  92. 92. Recommendations • Do take time to understand community standards, mores • Don’t treat social media like just another push-based marketing channel • Don’t block social media sites at work 92
  93. 93. “Your kids aren’t smarter than you are. They’re just not afraid to look dumb.” 93
  94. 94. Six Personal Steps to Explore • Establish a permanent personal email • Get profiles in Facebook, LinkedIn • Get a Twitter account • Get a Flip camera (or iPhone 3GS?) • Create a personal YouTube account • Start a personal Blog 94
  95. 95. Four Starter Steps for Institutions • Claim your organization’s Twitter “handle” • Create a Facebook “fan” page • Create a YouTube channel • For Extra Credit: If you have organizational commitment, create a multi-author blog 95
  96. 96. 96

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