Lee Aase (@LeeAase)
Mayo Clinic Center for Social Media
April 26, 2014
#NACCDOPAN
Strategic Application of Digital Media
i...
When we were last together...
THE Book on Social Media in Health
Care
• Essays from 30 thought
leaders
• The “Why?” of social media
in health care
• Net...
Agenda
• What’s happened since April 2009
• Making marketing and communications better
through social and digital platform...
The revolutionary impact of
consumer-grade video
Dramatically increased number of videos
and depth of content
YouTube Playlists
YouTube Playlists
YouTube Playlists
A Case Study in Media Synergy
My Excellent Phillies Adventure
Social and Traditional Media Synergy
• YouTube video leads to USA Today story
• USA Today story leads to #wristpain Twitte...
Twitter Chats Today
• Social Media/Media Relations combo
• Typically 3-4 chats per week with Mayo experts
• Reach consumer...
TW 110: How to Effectively Participate in a Twitter Chat
©2011 MFMER | 3139261-
©2011 MFMER | 3139261-
A 2009 Email from Dr. Noseworthy
• Paraphrased version: I know we’re doing a lot in
social media, but have we considered w...
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
©2011 MFMER | 3139261-
Social Media Health Network
• Membership group associated with Mayo Clinic
Center for Social Media
• For organizations wan...
Measuring the Benefits of Social Media:
Reuben Mesa, M.D. and Myelofibrosis
Unique Myelofibrosis Patients
0
100
200
300
400
2008 2009 2010 2011 2012 2013
MCF MCA
Impact of Videos
• The Data
• 3 Videos
• 23:11 Total Running Time
• 4,959 Total Views
• The Benefits
• Time saving in offi...
Lee’s Social Media
Measurement Maxim:
As I approaches 0, ROI approaches
∞
©2011 MFMER | 3139261-
©2011 MFMER | 3139261-
Big Ideas
• Measurement only matters in the context of
making or evaluating a decision
• Measuremen...
©2011 MFMER | 3139261-
One Quick Uncertainty-Reducing
Method: The Rule of 5
• Random sample of 5 values
• High and low val...
©2011 MFMER | 3139261-
Case Study:
“Massive” Exercise in
Salt Lake City
©2011 MFMER | 3139261-
©2011 MFMER | 3139261-
Research Exercise
• Enter your weight in pounds. Feel free to round
down to the nearest 5.
• Enter ...
©2011 MFMER | 3139261-
©2011 MFMER | 3139261-
©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-
Unraveling the Fermi Decomposition
• Named after Nobel Prize winner Enrico Fermi
• For a big unknow...
©2011 MFMER | 3139261-
Number of Piano Tuners =
Population/people per household
x percent of households w/tuned pianos
x t...
©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 (5,000 to
10,000) with randomly generat...
©2011 MFMER | 3139261-
Disclaimer:
All Numbers in the Following
Example are Hypothetical!
©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
©2011 MFMER | 3139261-
Monte Carlo Simulation
©2011 MFMER | 3139261-
Monte Carlo Simulation
©2011 MFMER | 3139261-
©2011 MFMER | 3139261-
Monte Carlo Simulation
©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-
Simulate Before AND After
• Lack of CRM perfection isn’t insurmountable
barrier to demonstrating RO...
©2011 MFMER | 3139261-
Other Measurement
Applications
• Adding a blog version of a print newsletter
• Better gauge of read...
Practical Example:
Patient Education Collaboration Opportunities
• Videos covering FAQs
• Short, procedurally focused vide...
Calculating ROI
• Cost of shooting and editing < $200
• Cost of storage: $0
• Cost of distribution: $0
• Value of time sav...
Applying Capabilities
• Mayo Clinic Connect community
• Mayo Clinic News Network
• Adding interaction and bonus features t...
For Further Interaction:
• Google Lee Aase or MCCSM
• @LeeAase on Twitter
• For Social Media Health Network information
• ...
NACCDO/PAN Presentation in Columbus
NACCDO/PAN Presentation in Columbus
NACCDO/PAN Presentation in Columbus
NACCDO/PAN Presentation in Columbus
NACCDO/PAN Presentation in Columbus
NACCDO/PAN Presentation in Columbus
NACCDO/PAN Presentation in Columbus
NACCDO/PAN Presentation in Columbus
NACCDO/PAN Presentation in Columbus
NACCDO/PAN Presentation in Columbus
NACCDO/PAN Presentation in Columbus
NACCDO/PAN Presentation in Columbus
NACCDO/PAN Presentation in Columbus
NACCDO/PAN Presentation in Columbus
NACCDO/PAN Presentation in Columbus
NACCDO/PAN Presentation in Columbus
NACCDO/PAN Presentation in Columbus
NACCDO/PAN Presentation in Columbus
NACCDO/PAN Presentation in Columbus
NACCDO/PAN Presentation in Columbus
NACCDO/PAN Presentation in Columbus
NACCDO/PAN Presentation in Columbus
NACCDO/PAN Presentation in Columbus
NACCDO/PAN Presentation in Columbus
NACCDO/PAN Presentation in Columbus
NACCDO/PAN Presentation in Columbus
NACCDO/PAN Presentation in Columbus
NACCDO/PAN Presentation in Columbus
NACCDO/PAN Presentation in Columbus
NACCDO/PAN Presentation in Columbus
NACCDO/PAN Presentation in Columbus
NACCDO/PAN Presentation in Columbus
NACCDO/PAN Presentation in Columbus
NACCDO/PAN Presentation in Columbus
NACCDO/PAN Presentation in Columbus
NACCDO/PAN Presentation in Columbus
NACCDO/PAN Presentation in Columbus
NACCDO/PAN Presentation in Columbus
NACCDO/PAN Presentation in Columbus
NACCDO/PAN Presentation in Columbus
NACCDO/PAN Presentation in Columbus
NACCDO/PAN Presentation in Columbus
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NACCDO/PAN Presentation in Columbus

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Slides from my presentation this morning to this group of cancer communicators at their annual meeting in Columbus, Ohio.

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NACCDO/PAN Presentation in Columbus

  1. 1. Lee Aase (@LeeAase) Mayo Clinic Center for Social Media April 26, 2014 #NACCDOPAN Strategic Application of Digital Media in Oncology Marketing and Communications
  2. 2. When we were last together...
  3. 3. THE Book on Social Media in Health Care • Essays from 30 thought leaders • The “Why?” of social media in health care • Net proceeds fund patient scholarships • Available on Amazon and discount bulk orders on CreateSpace (with offer code Z4L7DBSN)
  4. 4. Agenda • What’s happened since April 2009 • Making marketing and communications better through social and digital platforms • Demonstrating bottom-line benefits
  5. 5. The revolutionary impact of consumer-grade video
  6. 6. Dramatically increased number of videos and depth of content
  7. 7. YouTube Playlists
  8. 8. YouTube Playlists
  9. 9. YouTube Playlists
  10. 10. A Case Study in Media Synergy
  11. 11. My Excellent Phillies Adventure
  12. 12. Social and Traditional Media Synergy • YouTube video leads to USA Today story • USA Today story leads to #wristpain Twitter chat with explanatory videos and trainee list • Twitter chat leads to patient procedure and blog post • Blog post leads to USA Today story
  13. 13. Twitter Chats Today • Social Media/Media Relations combo • Typically 3-4 chats per week with Mayo experts • Reach consumers/patients directly and cultivate journalist relationship • #MayoUSAToday (circa 2009-2010) • #ABCDrBChat
  14. 14. TW 110: How to Effectively Participate in a Twitter Chat
  15. 15. ©2011 MFMER | 3139261-
  16. 16. ©2011 MFMER | 3139261-
  17. 17. A 2009 Email from Dr. Noseworthy • Paraphrased version: I know we’re doing a lot in social media, but have we considered whether a bigger investment is warranted? • January 2010 meeting Dr. Noseworthy and Shirley Weis endorsed concept of Center for Social Media • Planning team from across Mayo gathered • Announced MCCSM in July 2010
  18. 18. 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.
  19. 19. ©2011 MFMER | slide-40 A Catalyst for Social Media
  20. 20. ©2011 MFMER | 3139261-
  21. 21. 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
  22. 22. Measuring the Benefits of Social Media: Reuben Mesa, M.D. and Myelofibrosis
  23. 23. Unique Myelofibrosis Patients 0 100 200 300 400 2008 2009 2010 2011 2012 2013 MCF MCA
  24. 24. Impact of Videos • The Data • 3 Videos • 23:11 Total Running Time • 4,959 Total Views • The Benefits • Time saving in office explanations • Elevating quality of patient conversations • Increased patient volumes • Enhanced professional stature among peers
  25. 25. Lee’s Social Media Measurement Maxim: As I approaches 0, ROI approaches ∞
  26. 26. ©2011 MFMER | 3139261-
  27. 27. ©2011 MFMER | 3139261- Big Ideas • Measurement only matters in the context of making or evaluating a decision • Measurement reduces uncertainty and the risk of being wrong • A little measurement can give you a big reduction in uncertainty
  28. 28. ©2011 MFMER | 3139261- One Quick Uncertainty-Reducing Method: The Rule of 5 • Random sample of 5 values • High and low valutes give you 93.75% confidence interval (CI) of the median • In a normal distribution, median and mean will be the same
  29. 29. ©2011 MFMER | 3139261- Case Study: “Massive” Exercise in Salt Lake City
  30. 30. ©2011 MFMER | 3139261-
  31. 31. ©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.”
  32. 32. ©2011 MFMER | 3139261-
  33. 33. ©2011 MFMER | 3139261-
  34. 34. ©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
  35. 35. ©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
  36. 36. ©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%
  37. 37. ©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
  38. 38. ©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
  39. 39. ©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)
  40. 40. ©2011 MFMER | 3139261- Unraveling the 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?
  41. 41. ©2011 MFMER | 3139261- 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)
  42. 42. ©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
  43. 43. ©2011 MFMER | 3139261- Monte Carlo Simulation • Run a large number of calculations (5,000 to 10,000) with randomly generated values for each variable, based on your 90% CI • Expected outcome = value x probability
  44. 44. ©2011 MFMER | 3139261- Disclaimer: All Numbers in the Following Example are Hypothetical!
  45. 45. ©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?
  46. 46. ©2011 MFMER | 3139261- Break it down like Fermi • Costs = Salary & Benefits + equipment + software + travel • Annual Benefit = • NOI per patient x • Number of New Patients
  47. 47. ©2011 MFMER | 3139261- Continuing the Decomposition Annual Benefit = NOI/Patient x Patients/Video x Videos/Week x Weeks/Year
  48. 48. ©2011 MFMER | 3139261- Continuing the Decomposition Annual Benefit = NOI/Patient x Patients/Video x Videos/Week x Weeks/Year
  49. 49. ©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
  50. 50. ©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
  51. 51. ©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
  52. 52. ©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?
  53. 53. ©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)
  54. 54. ©2011 MFMER | 3139261- Monte Carlo Simulation
  55. 55. ©2011 MFMER | 3139261- Monte Carlo Simulation
  56. 56. ©2011 MFMER | 3139261- Monte Carlo Simulation
  57. 57. ©2011 MFMER | 3139261-
  58. 58. ©2011 MFMER | 3139261- Monte Carlo Simulation
  59. 59. ©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
  60. 60. ©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.
  61. 61. ©2011 MFMER | 3139261- Simulate Before AND After • Lack of CRM perfection isn’t insurmountable barrier to demonstrating ROI • Get stakeholder/leadership agreement on CIs • Refine measurements and CIs based on ongoing experience. Iterate!
  62. 62. ©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
  63. 63. Practical Example: Patient Education Collaboration Opportunities • Videos covering FAQs • Short, procedurally focused videos are ideal • Huge potential savings - competing vs. non- production • Crossover potential for demand generation
  64. 64. Calculating ROI • Cost of shooting and editing < $200 • Cost of storage: $0 • Cost of distribution: $0 • Value of time saved: $?,??? • Develop 90% CIs for each variable • NG pts/year x minutes/pt x $/hr/60 x self- serve % • Run a Monte Carlo simulation • Increase in patient satisfaction: $?,??? • Other “marketing” benefits: $?
  65. 65. Applying Capabilities • Mayo Clinic Connect community • Mayo Clinic News Network • Adding interaction and bonus features to publications • Research • Recruitment for clinical trials • Therapeutic applications • Education • Continuing education promotion • Integration within courses
  66. 66. 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: 507-538-1091

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