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Engaging Patients Through Social Media

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My presentation at the winter conference sponsored by the Institute for Clinical Systems Improvement.

My presentation at the winter conference sponsored by the Institute for Clinical Systems Improvement.


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  • 1. Engaging Patients through Social Media Lee Aase Manager, Syndication and Social Media Mayo Clinic #ICSIgap December 2, 2009
  • 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 − Manager since 2004 − Media Relations/Research Comm − Syndication and Social Media
  • 3. A Grandpa who appreciates the power of Facebook
  • 4. 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
  • 5. Disclosures • No financial interest in any product or service mentioned in this presentation • Full-time salaried employee of Mayo Clinic
  • 6. Today’s Goal: Demonstrate that social media tools are... • Immensely powerful • Consistent with your organization’s values (or should be) • Free (or ridiculously inexpensive) • and...
  • 7. Thesis #1: Air was the original social medium
  • 8. 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
  • 9. 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
  • 10. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  • 11. #3: The mass media era was a temporary anomaly
  • 12. Evolution of Community • Local: Pre-1930 • National: 1930-2005, made possible by mass media • Global: Post-2005, individuals members of multiple communities of interest without regard to geography • Succeeding levels build upon earlier stages without completely supplanting
  • 13. #4: Social media are the third millennium’s defining communications trend
  • 14. The Most Important Word in Web 2.0
  • 15. #7: Hand-wringing about merits and dangers of social media is as productive as debating gravity.
  • 16. What else do patients know about you?  Copyright 2009, Health Grades, Inc. All Rights Reserved.
  • 17. #9: Mass media will remain powerful levers that move -- and are moved by -- social media buzz.
  • 18. #10: Social media strategies can’t compensate for an inferior offering or bad service
  • 19. United Breaks Guitars Breaks United
  • 20. #15: You can hear a lot just by listening
  • 21. A Story from Twitter
  • 22. Ensuing Conversation
  • 23. #17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)
  • 24. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
  • 25. In England, based on current exchange rates: £0,00
  • 26. In the European Union: €0,00
  • 27. Cost for a Standard Definition Flip Video Camera $149.99 HD available for an additional $50
  • 28. podcasts.mayoclinic.org
  • 29. newsblog.mayoclinic.org
  • 30. sharing.mayoclinic.org
  • 31. Yearly Cost for a Customized Blog $75.00
  • 32. Cost for Your Global TV Station and Publishing Platform $300.00
  • 33. #18: As I approaches zero, ROI approaches infinity
  • 34. #19: MacGyver is the model for social media success
  • 35. The MacGyver Mindset
  • 36. Mayo Clinic Medical Edge News Media Syndications
  • 37. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  • 38. Step 2: More, Longer Podcasts
  • 39. #20: Social media enable authentic communication if you don’t purposefully complicate things
  • 40. Key Tool: Flip Video Camera* • Affordable • 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. Case Study: Simple Storytelling • 8:45 a.m. Colleague mentions article coming off embargo at 3 p.m. • Interviewed M.D. via Flip at 10:20 • Edited video, had password-protected post on blog by 11:55 for pitching • Uploaded files to YouTube channel • WSJ Health Blog used video
  • 42. #24: Compelling content is much more valuable than advertising time or space
  • 43. 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
  • 44. The next day...
  • 45. Six days later...
  • 46. April 22
  • 47. Sunday, May 3
  • 48. May 4
  • 49. Cinco de Mayo
  • 50. May 10
  • 51. May 11
  • 52. May 12
  • 53. May 15
  • 54. Early Morning May 26
  • 55. May 26, 2009: Live in Studio Good Morning America
  • 56. Results to Date • More than 5 million views on YouTube • >1.4 million views on Sharing Mayo Clinic • From 200 views/month to 5,000 views/hour • Validation of Thesis #26
  • 57. #26: Your mileage may vary, but you’ll go a lot further if you get a car.
  • 58. #25: If you’re remarkable enough, your customers will create content for you
  • 59. Jillayn Hey’s “Remarkable” Story “One statement has stuck out above all of the medical jargon written by the surgeons and various nurses who cared for me, and that is this: ‘patient's stay was unremarkable.’ Well, although things went fairly smoothly after a difficult surgery, I would like to say that there was nothing unremarkable about my experience with Mayo.”
  • 60. Therapeutic Storytelling... “I recently read an (Utne Reader) article ... (which said) that through telling our personal stories of illness and disease, we assist in creating a new story of wellness that facilitates healing and in turn directs a person towards recovery. This is just one aspect that Sharing Mayo Clinic provides. It is not only an opportunity for many patients and perhaps future patients to tell their unique stories to work their way towards health but it also provides a voice for its employees to share parts of their daily work which I know must include joy and sorrow as some of us become well and some of us unfortunately do not. In my opinion, this is just another area that Mayo is ahead of the curve in caring for its patients and obviously their employees as well.”
  • 61. The most harmful TV show in U.S History? • Married with Children? • Baywatch? • The Survivor series? • The A-Team?
  • 62. “Kids will take a chance. If they don’t know, they’ll have a go.” -- Sir Ken Robinson, TED 2006
  • 63. #29: Your kids aren’t smarter than you are. They’re just not afraid to look dumb.
  • 64. #33: Social media will decrease diffusion time for research and innovations
  • 65. Thesis 9 and 33 Combined!
  • 66. #34: Challenges of introducing social media in healthcare are not unique
  • 67. Businesses Already Revolutionized • Music - iTunes vs. Tower Records • Classified Advertising - eBay, Craigslist • Bookstores • Movie rentals - Local, Blockbuster, Netflix • All mass media • Video cameras • See The Innovator’s Dilemma; TI Solution and TI Prescription - Clayton Christensen
  • 68. #35: Social technologies will transform health care
  • 69. Tips on Personal Steps to Explore • Establish a permanent personal email • Get profiles in Facebook, LinkedIn • Get a Twitter account • Get a Flip camera (or iPhone 3G S?) • Create a personal YouTube account • Start a personal Blog
  • 70. Starter Steps for Organizations • Claim your Twitter “handle” • Create a Facebook “fan” page • Create a YouTube channel
  • 71. If you have an iPhone, Let’s Bump!
  • 72. If not, contact me by... • Googling Lee Aase or SMUG U • @LeeAase on Twitter • aase.lee@mayo.edu • Continue conversation at #ICSIgap, or via SMUG comments