Bringing the Social Media Revolution
to Health Care
Lee Aase
Mayo Clinic Center for Social Media
November 1, 2013
THE Book on Social Media in Health
Care
• Essays from 30 thought
leaders

• The “Why?” of social media
in health care

• N...
Mayo Clinic Center for Social Media
• The Mayo Clinic Center for Social Media exists
to improve health globally by acceler...
A Catalyst for Social Media

©2011 MFMER | slide-40
Social Media Health Network

• Membership group associated with Mayo Clinic
Center for Social Media

• For organizations w...
Mayo Clinic CEO John Noseworthy, M.D.

©2011 MFMER | 3139261-
Slideshare.net: YouTube for PowerPoint
Goals for this Presentation
• Increase your personal understanding, comfort
and confidence with social media

• Spur creat...
Two Heroes
Six Magic Words
Four Reasons Why
They’re True for You
“I’ll bet I
could do
that!”
©2011 MFMER | 3139261-
Bringing Hope to the Mediocre
About Lee Aase (@LeeAase)
• B.S. Political Science
• 14 years in politics and government at local,
state, national levels
...
©2011 MFMER | 3139261-
©2011 MFMER | 3139261-
©2011 MFMER | 3139261-
©2011 MFMER | 3139261-
One more reason why you can do this...
Intro to Today’s FREE Tools
Blogs

RSS

Podcasts

Social Networks

YouTube

Slideshare

Wikis

Twitter
Intro to Blogs

• Just an easy-to-publish Web site that allows
comments

• Blogs in Plain English - Lee LeFever
• You read...
My First Blog Post - 7/30/06
Lines from Lee
RSS = Really Simple Syndication

• Lets you easily track dozens of blogs or other
Web sites without surfing

• Truly opt-i...
Podcasts

• TiVo for Audio (or video)
• Don’t need an iPod to use
• Series of segments to which you can
subscribe via RSS
...
Behold, the power of Social Networking!
Graham Lewis Aase
Born Oct. 31, 2013
Wikis

•
•
•
•

Collaborative editing tools
Wikipedia the most famous
4.3 million articles in English
Definitive stories q...
YouTube

• World’s #2 search engine
• “The world has voted, and we want to watch
videos on YouTube.” - Andy Sernovitz,
Soc...
Mayo Clinic’s Social Media Story
Mayo Clinic Medical Edge
Syndicated News Media Resources
First Foray in “New” Media

• Existing Medical Edge radio mp3s
• Launched Sept. ‘05; Downloads up 8,217
percent Oct. vs. A...
My First Blog Post - 7/30/06
Lines from Lee
Beyond the Hypochondriac feed
Medical Edge Sample Sound Bite
Three Turning Points
Involuntary Social Network Representation
myspace.com/mayoclinic
Facebook: 11/7/07
The Revolutionary impact of
consumer-grade video
A Presentation that created an Alter Ego
Thesis #1: Air was the original
social medium
Patient Word of Mouth

• 91% said “good things” about Mayo Clinic
after visits
• Average of 43 heard “good things”

• 86% ...
Sources Influencing Preference
for Mayo Clinic
Word of mouth

82

News stories

62

Hospital ratings

48

Internet

33

MD...
#2: Electronic tools merely
facilitate broader, more efficient
transmission by overcoming
inertia and friction
#4: Social media are the third
millennium’s defining
communications trend
Gutenberg: Global Mass Literacy
Zuckerberg: Global Mass Publishing
Social Media Revolution Video
#7: Hand-wringing about merits
and dangers of social media is
as productive as debating
gravity
If you think blocking is a viable long-term
option...
And if you do block, you’re not alone...
Does your organization maintain an
official presence on...
0
Facebook
Google+
LinkedIn
Pinterest
Twitter
YouTube

25

50

...
Are employees able to access social
networking sites from their computers
connected to the corporate network?
All
None
Som...
If not blocking, has access always
been available or was a decision
made to open?
Always Open
Formerly Blocked

37%

63%
If access is open, characterization of
problems experienced due to access
None
Moderate
Minor
44%
47%

9%
If access is open, is your organization
actively considering restricting
access?
Yes
No
Unsure

4%
22%

74%
What are the main reasons for
blocking access to these sites?
0
Network Bandwidth
Network Security
Employee Productivity
P...
Why it Matters:
The Pertussis Experience
• With introduction of DTP vaccine, U.S. pertussis
cases declined 90 percent in 1...
Main Points of White Paper
• Social networking is pandemic in society
• Medical professionals have been less present in
on...
#SocialAtMayo - May 2013
#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 the European Union, based on current
exchange rates:

€0,00
#18: As I approaches zero,
ROI approaches infinity
Unique Myelofibrosis Patients
MCF

MCA

400
300
200
100
0

2008

2009

2010

2011
Dr. Richard Berger and
UT Ligament Split Tear
Jayson Werth’s experience
USA Today
Last Friday

3031031-9
Less than 24 hours after my initial appointment, I not only
had a new diagnosis - a UT split tear - but had surgery to
cor...
UT Split Repair Procedures
40
30
20
10
2007

2008

2009

2010

0
2011
Yammer: Internal Networking
#FutureOfHealthcare Blog
Mayo Clinic Connect
Lessons and Observations
• Sometimes the perfect can be the enemy of the
good. Take the side of the good.

• Follow the Ma...
Free Guest Account

©2011 MFMER | 3139261-
Free Introductory Curriculum Modules
• GSM 110 - Mayo Clinic’s Social Media History
• TW 101 - Getting Started with Twitte...
For Further Interaction:

• @LeeAase on Twitter
• For Social Media Health Network information
• http://network.socialmedia...
Presentation to MUSC Healthcare Leadership Conference
Presentation to MUSC Healthcare Leadership Conference
Presentation to MUSC Healthcare Leadership Conference
Presentation to MUSC Healthcare Leadership Conference
Presentation to MUSC Healthcare Leadership Conference
Presentation to MUSC Healthcare Leadership Conference
Presentation to MUSC Healthcare Leadership Conference
Presentation to MUSC Healthcare Leadership Conference
Presentation to MUSC Healthcare Leadership Conference
Presentation to MUSC Healthcare Leadership Conference
Presentation to MUSC Healthcare Leadership Conference
Presentation to MUSC Healthcare Leadership Conference
Presentation to MUSC Healthcare Leadership Conference
Presentation to MUSC Healthcare Leadership Conference
Presentation to MUSC Healthcare Leadership Conference
Presentation to MUSC Healthcare Leadership Conference
Presentation to MUSC Healthcare Leadership Conference
Presentation to MUSC Healthcare Leadership Conference
Presentation to MUSC Healthcare Leadership Conference
Presentation to MUSC Healthcare Leadership Conference
Presentation to MUSC Healthcare Leadership Conference
Presentation to MUSC Healthcare Leadership Conference
Presentation to MUSC Healthcare Leadership Conference
Presentation to MUSC Healthcare Leadership Conference
Presentation to MUSC Healthcare Leadership Conference
Presentation to MUSC Healthcare Leadership Conference
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Presentation to MUSC Healthcare Leadership Conference

  1. 1. Bringing the Social Media Revolution to Health Care Lee Aase Mayo Clinic Center for Social Media November 1, 2013
  2. 2. 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)
  3. 3. 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.
  4. 4. A Catalyst for Social Media ©2011 MFMER | slide-40
  5. 5. 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 • Dues based on organization revenues • Individual and Associate memberships now available
  6. 6. Mayo Clinic CEO John Noseworthy, M.D. ©2011 MFMER | 3139261-
  7. 7. Slideshare.net: YouTube for PowerPoint
  8. 8. Goals for this Presentation • Increase your personal understanding, comfort and confidence with social media • Spur creative thinking on ways you can apply these tools toward important objectives • You will believe that using social media tools is worthwhile and that you -- and your hospital -can do it
  9. 9. Two Heroes Six Magic Words Four Reasons Why They’re True for You
  10. 10. “I’ll bet I could do that!” ©2011 MFMER | 3139261-
  11. 11. Bringing Hope to the Mediocre
  12. 12. 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 ©2011 MFMER | 3139261-
  13. 13. ©2011 MFMER | 3139261-
  14. 14. ©2011 MFMER | 3139261-
  15. 15. ©2011 MFMER | 3139261-
  16. 16. ©2011 MFMER | 3139261-
  17. 17. One more reason why you can do this...
  18. 18. Intro to Today’s FREE Tools Blogs RSS Podcasts Social Networks YouTube Slideshare Wikis Twitter
  19. 19. Intro to Blogs • Just an easy-to-publish Web site that allows comments • Blogs in Plain English - Lee LeFever • You read them all the time without even knowing it • Create a blog at wordpress.com or blogger.com in less than a minute
  20. 20. My First Blog Post - 7/30/06 Lines from Lee
  21. 21. 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 browsers • Free Web-based options like Feedly
  22. 22. Podcasts • TiVo for Audio (or video) • Don’t need an iPod to use • Series of segments to which you can subscribe via RSS • iTunes free for PC or Mac
  23. 23. Behold, the power of Social Networking!
  24. 24. Graham Lewis Aase Born Oct. 31, 2013
  25. 25. Wikis • • • • Collaborative editing tools Wikipedia the most famous 4.3 million articles in English Definitive stories quickly on • 35W Bridge Collapse • Virginia Tech shooting • Sandy Hook shooting • Boston Marathon bombing
  26. 26. YouTube • World’s #2 search engine • “The world has voted, and we want to watch videos on YouTube.” - Andy Sernovitz, SocialMedia.org
  27. 27. Mayo Clinic’s Social Media Story
  28. 28. Mayo Clinic Medical Edge Syndicated News Media Resources
  29. 29. First Foray in “New” Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  30. 30. My First Blog Post - 7/30/06 Lines from Lee
  31. 31. Beyond the Hypochondriac feed
  32. 32. Medical Edge Sample Sound Bite
  33. 33. Three Turning Points
  34. 34. Involuntary Social Network Representation myspace.com/mayoclinic
  35. 35. Facebook: 11/7/07
  36. 36. The Revolutionary impact of consumer-grade video
  37. 37. A Presentation that created an Alter Ego
  38. 38. Thesis #1: Air was the original social medium
  39. 39. Patient Word of Mouth • 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 2009 Patient Brand Monitor, n=900 ©2011 MFMER | slide-18
  40. 40. Sources Influencing Preference for Mayo Clinic Word of mouth 82 News stories 62 Hospital ratings 48 Internet 33 MD recommendation 29 Personal experience 26 Advertising 25 Direct mail 13 Social media 5 Insurance plan 5 2010 study (n=119) Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic; *differs significantly from Q2-2010 ©2011 MFMER | slide-20
  41. 41. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  42. 42. #4: Social media are the third millennium’s defining communications trend
  43. 43. Gutenberg: Global Mass Literacy Zuckerberg: Global Mass Publishing
  44. 44. Social Media Revolution Video
  45. 45. #7: Hand-wringing about merits and dangers of social media is as productive as debating gravity
  46. 46. If you think blocking is a viable long-term option...
  47. 47. And if you do block, you’re not alone...
  48. 48. Does your organization maintain an official presence on... 0 Facebook Google+ LinkedIn Pinterest Twitter YouTube 25 50 75 100
  49. 49. Are employees able to access social networking sites from their computers connected to the corporate network? All None Some 36% 45% 19%
  50. 50. If not blocking, has access always been available or was a decision made to open? Always Open Formerly Blocked 37% 63%
  51. 51. If access is open, characterization of problems experienced due to access None Moderate Minor 44% 47% 9%
  52. 52. If access is open, is your organization actively considering restricting access? Yes No Unsure 4% 22% 74%
  53. 53. What are the main reasons for blocking access to these sites? 0 Network Bandwidth Network Security Employee Productivity Privacy/Professionalism Legal Liability Other 25 50 75 100
  54. 54. Why it Matters: The Pertussis Experience • With introduction of DTP vaccine, U.S. pertussis cases declined 90 percent in 15 years, from 120,000 cases in 1950 to 6,800 in 1965. • For 37 years, cases never exceeded 10,000/yr.
  55. 55. Main Points of White Paper • Social networking is pandemic in society • Medical professionals have been less present in online health discussions, with negative consequences for human health • Blocking doesn’t solve the problems it purports to address • Open access, clear policies and effective education are the best solution to perceived problems and mitigate the consequences of provider absence
  56. 56. #SocialAtMayo - May 2013
  57. 57. #17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)
  58. 58. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
  59. 59. In the European Union, based on current exchange rates: €0,00
  60. 60. #18: As I approaches zero, ROI approaches infinity
  61. 61. Unique Myelofibrosis Patients MCF MCA 400 300 200 100 0 2008 2009 2010 2011
  62. 62. Dr. Richard Berger and UT Ligament Split Tear
  63. 63. Jayson Werth’s experience
  64. 64. USA Today
  65. 65. Last Friday 3031031-9
  66. 66. Less than 24 hours after my initial appointment, I not only had a new diagnosis - a UT split tear - but had surgery to correct the problem. As I write this, my right arm is in a festive green, but otherwise annoying cast. The shortterm hassle, however, should be more than worth the long-term gain - the potential for a future without chronic wrist pain. A future, that without Twitter and those in the medical community willing to experiment with new communications tools, might not exist for me. 3031031-10
  67. 67. UT Split Repair Procedures 40 30 20 10 2007 2008 2009 2010 0 2011
  68. 68. Yammer: Internal Networking
  69. 69. #FutureOfHealthcare Blog
  70. 70. Mayo Clinic Connect
  71. 71. 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. • Accelerate!
  72. 72. Free Guest Account ©2011 MFMER | 3139261-
  73. 73. Free Introductory Curriculum Modules • GSM 110 - Mayo Clinic’s Social Media History • TW 101 - Getting Started with Twitter • TW 110 - How to Effectively Participate in a Twitter Chat • FB 101 - Introduction to Facebook
  74. 74. For Further Interaction: • @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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