Engaging Patients
      through Social Media

             Lee Aase
Manager, Syndication and Social Media
            Mayo...
About Lee Aase (@LeeAase)
• B.S. Political Science
• 14 years in politics and government at
 local, state, national levels...
A Grandpa who appreciates the
     power of Facebook
Disclaimers
•   These results not typical
•   Use as directed
•   Read and follow label directions
•   Side effects may in...
Disclosures

• No financial interest in any product or
 service mentioned in this presentation
• Full-time salaried employ...
Today’s Goal: Demonstrate that
    social media tools are...

• Immensely powerful
• Consistent with your organization’s
 ...
Thesis #1: Air was the
original social medium
Mayo Clinic and Word of Mouth

• 91 percent of patients surveyed say
 they have said “good things” to an
 average of 40 pe...
Sources of Information Influencing
       Preference for Mayo Clinic

     Word of mouth                                  ...
#2: Electronic tools merely
  facilitate broader, more
 efficient transmission by
  overcoming inertia and
            fri...
#3: The mass media era was
    a temporary anomaly
Evolution of Community
• Local: Pre-1930
• National: 1930-2005, made possible by
 mass media
• Global: Post-2005, individu...
#4: Social media are the
third millennium’s defining
   communications trend
The Most Important Word
      in Web 2.0
#7: Hand-wringing about
merits and dangers of social
 media is as productive as
      debating gravity.
What else do patients
         know about you?


 Copyright 2009, Health Grades, Inc. All Rights Reserved.
#9: Mass media will remain
powerful levers that move --
 and are moved by -- social
        media buzz.
#10: Social media strategies
    can’t compensate for an
inferior offering or bad service
United Breaks Guitars Breaks United
#15: You can hear a lot just
       by listening
A Story from Twitter
Ensuing Conversation
#17: Social media are free in
 any ordinary sense of the
word (or at least ridiculously
       inexpensive)
Total Cost for Mayo Clinic
Facebook, YouTube and Twitter




  $0.00
In England, based on current
      exchange rates:




 £0,00
In the European Union:




€0,00
Cost for a Standard Definition
      Flip Video Camera




$149.99
   HD available for an additional $50
podcasts.mayoclinic.org
newsblog.mayoclinic.org
sharing.mayoclinic.org
Yearly Cost for a
 Customized Blog




$75.00
Cost for Your Global TV Station
   and Publishing Platform




$300.00
#18: As I approaches zero,
 ROI approaches infinity
#19: MacGyver is the model
 for social media success
The MacGyver Mindset
Mayo Clinic Medical Edge
News Media Syndications
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
#20: Social media enable
authentic communication if
  you don’t purposefully
    complicate things
Key Tool: Flip Video Camera*
• Affordable
• Recording interviews (with tripod)
 improves existing processes
• Authenticity...
Case Study: Simple Storytelling
• 8:45 a.m. Colleague mentions article
 coming off embargo at 3 p.m.
• Interviewed M.D. vi...
#24: Compelling content is
 much more valuable than
 advertising time or space
The Octogenarian Idol Story
• Alerted to interesting video of elderly
 couple playing piano in Gonda atrium
• Video shot b...
The next day...
Six days later...
April 22
Sunday, May 3
May 4
Cinco de Mayo
May 10
May 11
May 12
May 15
Early Morning May 26
May 26, 2009: Live in Studio
  Good Morning America
Results to Date

• More than 5 million views on YouTube
• >1.4 million views on Sharing Mayo Clinic
• From 200 views/month...
#26: Your mileage may vary,
 but you’ll go a lot further if
       you get a car.
#25: If you’re remarkable
enough, your customers will
   create content for you
Jillayn Hey’s “Remarkable” Story
“One statement has stuck out above all
of the medical jargon written by the
surgeons and ...
Therapeutic Storytelling...
“I recently read an (Utne Reader) article ... (which said) that
through telling our personal s...
The most harmful TV show in
         U.S History?
• Married with Children?
• Baywatch?
• The Survivor series?
• The A-Team?
“Kids will take a chance.
   If they don’t know,
   they’ll have a go.”
 -- Sir Ken Robinson, TED 2006
#29: Your kids aren’t smarter
 than you are. They’re just
  not afraid to look dumb.
#33: Social media will
decrease diffusion time for
 research and innovations
Thesis 9 and 33 Combined!
#34: Challenges of
introducing social media in
 healthcare are not unique
Businesses Already Revolutionized
• Music - iTunes vs. Tower Records
• Classified Advertising - eBay, Craigslist
• Booksto...
#35: Social technologies will
   transform health care
Tips on Personal Steps to Explore

• Establish a permanent personal email
• Get profiles in Facebook, LinkedIn
• Get a Twi...
Starter Steps for Organizations
• Claim your Twitter “handle”
• Create a Facebook “fan” page
• Create a YouTube channel
If you have an iPhone, Let’s Bump!
If not, contact me by...

• Googling Lee Aase or SMUG U
• @LeeAase on Twitter
• aase.lee@mayo.edu
• Continue conversation ...
Engaging Patients Through Social Media
Engaging Patients Through Social Media
Engaging Patients Through Social Media
Engaging Patients Through Social Media
Engaging Patients Through Social Media
Engaging Patients Through Social Media
Engaging Patients Through Social Media
Engaging Patients Through Social Media
Engaging Patients Through Social Media
Engaging Patients Through Social Media
Engaging Patients Through Social Media
Engaging Patients Through Social Media
Engaging Patients Through Social Media
Engaging Patients Through Social Media
Engaging Patients Through Social Media
Engaging Patients Through Social Media
Engaging Patients Through Social Media
Engaging Patients Through Social Media
Engaging Patients Through Social Media
Engaging Patients Through Social Media
Engaging Patients Through Social Media
Engaging Patients Through Social Media
Engaging Patients Through Social Media
Engaging Patients Through Social Media
Engaging Patients Through Social Media
Engaging Patients Through Social Media
Engaging Patients Through Social Media
Engaging Patients Through Social Media
Engaging Patients Through Social Media
Engaging Patients Through Social Media
Engaging Patients Through Social Media
Engaging Patients Through Social Media
Engaging Patients Through Social Media
Engaging Patients Through Social Media
Engaging Patients Through Social Media
Engaging Patients Through Social Media
Engaging Patients Through Social Media
Engaging Patients Through Social Media
Engaging Patients Through Social Media
Engaging Patients Through Social Media
Engaging Patients Through Social Media
Engaging Patients Through Social Media
Engaging Patients Through Social Media
Engaging Patients Through Social Media
Engaging Patients Through Social Media
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Engaging Patients Through Social Media

  1. 1. Engaging Patients through Social Media Lee Aase Manager, Syndication and Social Media Mayo Clinic #ICSIgap December 2, 2009
  2. 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. 3. A Grandpa who appreciates the power of Facebook
  4. 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. 5. Disclosures • No financial interest in any product or service mentioned in this presentation • Full-time salaried employee of Mayo Clinic
  6. 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. 7. Thesis #1: Air was the original social medium
  8. 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. 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. 10. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  11. 11. #3: The mass media era was a temporary anomaly
  12. 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. 13. #4: Social media are the third millennium’s defining communications trend
  14. 14. The Most Important Word in Web 2.0
  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. #9: Mass media will remain powerful levers that move -- and are moved by -- social media buzz.
  18. 18. #10: Social media strategies can’t compensate for an inferior offering or bad service
  19. 19. United Breaks Guitars Breaks United
  20. 20. #15: You can hear a lot just by listening
  21. 21. A Story from Twitter
  22. 22. Ensuing Conversation
  23. 23. #17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)
  24. 24. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
  25. 25. In England, based on current exchange rates: £0,00
  26. 26. In the European Union: €0,00
  27. 27. Cost for a Standard Definition Flip Video Camera $149.99 HD available for an additional $50
  28. 28. podcasts.mayoclinic.org
  29. 29. newsblog.mayoclinic.org
  30. 30. sharing.mayoclinic.org
  31. 31. Yearly Cost for a Customized Blog $75.00
  32. 32. Cost for Your Global TV Station and Publishing Platform $300.00
  33. 33. #18: As I approaches zero, ROI approaches infinity
  34. 34. #19: MacGyver is the model for social media success
  35. 35. The MacGyver Mindset
  36. 36. Mayo Clinic Medical Edge News Media Syndications
  37. 37. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  38. 38. Step 2: More, Longer Podcasts
  39. 39. #20: Social media enable authentic communication if you don’t purposefully complicate things
  40. 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. 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. 42. #24: Compelling content is much more valuable than advertising time or space
  43. 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. 44. The next day...
  45. 45. Six days later...
  46. 46. April 22
  47. 47. Sunday, May 3
  48. 48. May 4
  49. 49. Cinco de Mayo
  50. 50. May 10
  51. 51. May 11
  52. 52. May 12
  53. 53. May 15
  54. 54. Early Morning May 26
  55. 55. May 26, 2009: Live in Studio Good Morning America
  56. 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. 57. #26: Your mileage may vary, but you’ll go a lot further if you get a car.
  58. 58. #25: If you’re remarkable enough, your customers will create content for you
  59. 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. 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. 61. The most harmful TV show in U.S History? • Married with Children? • Baywatch? • The Survivor series? • The A-Team?
  62. 62. “Kids will take a chance. If they don’t know, they’ll have a go.” -- Sir Ken Robinson, TED 2006
  63. 63. #29: Your kids aren’t smarter than you are. They’re just not afraid to look dumb.
  64. 64. #33: Social media will decrease diffusion time for research and innovations
  65. 65. Thesis 9 and 33 Combined!
  66. 66. #34: Challenges of introducing social media in healthcare are not unique
  67. 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. 68. #35: Social technologies will transform health care
  69. 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. 70. Starter Steps for Organizations • Claim your Twitter “handle” • Create a Facebook “fan” page • Create a YouTube channel
  71. 71. If you have an iPhone, Let’s Bump!
  72. 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

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