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Presentation to The National Council


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Slides from my April 8, 2013 presentation to The National Council for Community Behavioral Healthcare

Slides from my April 8, 2013 presentation to The National Council for Community Behavioral Healthcare

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  • 1. Your Future Customers Are on Googleand Facebook, Are You?#NatCon2013Lee AaseDirector, Mayo Clinic Center for Social MediaApril 8, 2013
  • 2. Learning Objectives> Participants will be able to describe various social media platforms and their capabilities in relation to traditional means of communication> Participants will be able to describe examples of concrete applications of social media tools in health care> Participants will be able to discuss ways they can use social media tools to meet important business and practice needs
  • 3. The Hidden Agenda> You will see the transformational power of social media> You will believe that using social media tools is worthwhile and that you can do it> You will be armed with arguments and resources to make the case for social media> You will experiment with social media at this conference
  • 4. Two Heroes Six Magic Words Four Reasons WhyThey’re True for You
  • 5. “I’ll bet Icould do that!”
  • 6. About Lee Aase (@LeeAase)> B.S. Political Science, Chemistry minor> 14 years in politics and government at local, state, national levels> Mayo Clinic since April 2000 • Media relations consultant • Public Affairs Manager (2003-2010) • Director, Center for Social Media since July 2010
  • 7. 2010 Brand Preference Summary Health Care Decision-Makers Aged 25+ Total Mayo Clinic 12.5 6.1 18.6% AMC 1 4.1 3.5 7.6% AMC 2 3.6 2.5 6.1% AMC 3 2.3 1.1 3.4% AMC 4 1.60.9 2.5% AMC 5 1.0 0.8 1.8% 1.6% AMC 6 0.9 0.7 1.3% AMC 7 0.6 0.7 1st Mention Addl Mention2010 US Consumer Brand Monitor, decision-makers 25+, n=5,279 ©2011 MFMER | slide-17
  • 8. "If you can’t explain it to a six-year-old, you don’t understand it yourself."
  • 9. Spot the analogy...
  • 10. When we don’t understand something,we instinctively look for analogies> “ you write to it, like mail?”> Humans always try to explain the unknown in familiar categories> If you don’t create comfortable analogies your stakeholders will invent scary ones> Good analogies • can overcome prejudice and misperception • resonate with professional/organizational culture and DNA
  • 11. Analogies for Social Media Tools Blogs RSS Podcasts Social Networks Skype YouTube Wikis Twitter Slideshare uStream
  • 12. Blogs> 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
  • 13. RSS = Really Simple Syndication> An email newsletter that can’t spam you> Lets you easily and quickly track dozens of Web sites and search queries without surfing> replaces Google Reader> Browser options and smart phone or desktop apps
  • 14. Podcasts> TiVo for audio (and also video)> Audio podcasts - opportunity for multitasking content consumption> Don’t need an iPod to use> Series of segments to which you can subscribe via RSS> iTunes free for PC or Mac
  • 15. Social Networking Sites• With a billion Facebook users, analogies no longer needed• Typically free or freemium, but business models vary• External free sites like Facebook, LinkedIn• SaaS options such as Yammer, Chatter, Jive• Open Source, e.g. BuddyPress with WordPress
  • 16. Wikis> Like “track changes” in Microsoft Word without inducing strabismus> Collaborative editing tools> Wikipedia the most famous> 4.1 million articles in English> Definitive stories quickly on • 35W Bridge Collapse • Sandy Hook shooting
  • 17. YouTube> World’s second largest search engine
  • 18. YouTube forPowerPoint
  • 19. Twitter> A group blog with extremely short stories> Text messaging available on phones and computers> A multifunction pager that uses your cell phone> A river of serendipitous news> A messaging platform in which you can control the flow
  • 20. A Story from Twitter
  • 21. Ensuing Conversation
  • 22. To paraphrase JFK...> Ask not the intended purpose of the tools> Ask how you can apply the tools to your intentions> No one better at this than...
  • 23. The Greatness of MacGyver> He’s from Minnesota> Lack of resources wasn’t an insurmountable barrier to getting the job done> He saw potential in everyday situations*
  • 24. A Brief History of Social Mediaat Mayo Clinic
  • 25. Answering a burningquestion...
  • 26. It all started with a tornado...
  • 27. Mayo Clinic’s First Social Networkers
  • 28. Dr. Henry Plummer: Inventor of the PMR
  • 29. Mayo Clinic Medical EdgeSyndicated News Media Resources
  • 30. > Existing Medical Edge radio mp3s> Launched Sept. ‘05; 8,217% download increase
  • 31. Reasons for Reluctance about Blogging> Keeping the content fresh> Wise use of resources • Physician/Researcher • Public Affairs> Authenticity - didn’t want to “ghost blog”
  • 32. My First Blog Post - 7/30/06Lines from Lee
  • 33. Beyond the Hypochondriac
  • 34. Mayo Clinic Medical Edge TVSample Sound Bite
  • 35. Recovering 99.41% for the 1-2% • Required almost no incremental MD effort • Process change - microphone on physician and interviewer • 90 minutes of editing per interview • More than 60,000 “hits” and 62 comments on Dr. Fischer’s podcast
  • 36. Involuntary Social Networking Presence:
  • 37. Facebook: 11/7/07
  • 38. A Pivotal Presentation
  • 39. YouTube: Feb. ’08
  • 40. Joining The Blog Council> Membership organization of blogging “companies”> Typically Fortune 500 members • Coca-Cola, P&G, Wells Fargo, etc. • Mayo Clinic, Kaiser Permanente, U.S. Navy among “non-traditional” members> Now
  • 41. The Revolutionary Power ofConsumer-Grade Video
  • 42. Transforming YouTube Channel
  • 43. @MayoClinic on Twitter: 4/29/08
  • 44. The $4-a-month online newsroom
  • 45. Let’s Talk “site” - May 2008
  • 46. Sharing Mayo Clinic - Jan. 2009
  • 47. Yammer - Feb. 2012
  • 48. A Broader Historical Perspective...
  • 49. Thesis #1: Air was theoriginal social medium
  • 50. 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
  • 51. Sources Influencing Preference for Mayo Clinic Word of mouth 82 News stories 62 Hospital ratings 48 Internet 33MD recommendation 29Personal experience 26 Advertising 25 Direct mail 13 Social media 5 2010 study (n=119) Insurance plan 5 Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic; *differs significantly from Q2-2010 ©2011 MFMER | slide-20
  • 52. #2: Electronic tools merelyfacilitate broader, moreefficient transmission byovercoming inertia andfriction
  • 53. #4: Social media are thethird millennium’sdefining communicationstrend
  • 54. Gutenberg: Global Mass LiteracyZuckerberg: Global Mass Publishing
  • 55. #7: Hand-wringing aboutmerits and dangers ofsocial media is asproductive as debatinggravity
  • 56. What else do patientsknow about you?
  • 57. For those who think blocking is aviable long-term option...
  • 58. As Uncle Ben would say...
  • 59. Not that Uncle Ben. This Uncle Ben
  • 60. Key Elements> All policies apply in social media, too • Privacy • Mutual Respect • Computer use> Generally don’t “friend” patients> Remember the “front page” rule
  • 61. A Balanced Approach toProfessionalism> Avoiding faux pas is important but cannot be the only standard for judging professionalism in social media> Professionalism is more than the absence of unprofessional conduct> Professionals have a moral obligation to use available tools effectively on behalf of those they serve
  • 62. #9: Mass media willremain powerful leversthat move -- and aremoved by -- social mediabuzz
  • 63. 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
  • 64. The next day...
  • 65. Six days later...
  • 66. April 22
  • 67. Sunday, May 3
  • 68. May 4
  • 69. May 10
  • 70. May 11
  • 71. May 12
  • 72. May 15
  • 73. Early Morning May 26
  • 74. May 26, 2009: Live in StudioGood Morning America
  • 75. Results to Date> More than 8.1 million views on YouTube> >1.5 million views on Sharing Mayo Clinic> From 200 views/month to 5,000 views/hour> National TV coverage in U.S. and Japan
  • 76. #26: Your mileage mayvary, but you’ll go a lotfurther if you get a car
  • 77. #11: Social mediastrategies can helpmake a product, serviceor experience better
  • 78. Dr. Sreenivas Koka
  • 79. #13: Social media toolsoffer unprecedentedopportunity fortransformational changeand productivity
  • 80. Taking a page from Dr. Koka
  • 81. ROI Calculation> Time allotted for recruitment calls: 30 min> Time to create video: 60 min> Time saved per call: 10 min> Calls made April-Nov 2011: 90> Total time saved: 900 minutes (and rising)> ROI: > 1,400%
  • 82. #17: Social media are freein any ordinary sense ofthe word (or at leastridiculously inexpensive)
  • 83. Total Cost for Mayo Clinic Facebook,YouTube and Twitter $0.00
  • 84. In the EuropeanUnion, based oncurrentexchange rates:€0,00
  • 85. #18: As I approaches zero,ROI approaches infinity
  • 86. Unique Myelofibrosis Patients MCF MCA400300200100 0 2008 2009 2010 2011
  • 87. #35: Social technologieswill transform healthcare
  • 88. The 37th ThesisApplying social media in health careisn’t just inevitable: it’s the rightthing to do in the interest of patients.
  • 89. Mayo Clinic Center for Social Media> Our Raison d’etre: 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.
  • 90. A Catalyst for Social Media ©2011 MFMER | slide-40
  • 91. 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> Industry members eligible to join, but not accepting industry grant funding> >140 member organizations
  • 92. The book on social media inhealth care... • Essays from 30 Thought Leaders • The “Why?” of health care social media • Available on Amazon and discount bulk orders • • Net proceeds fund patient scholarships#MCCSMbook
  • 93. Free ©2011 MFMER | slide-40
  • 94. Ways you can use Social Media tools> Marketing your services> Pitching stories to traditional media> Reputation management and overcoming negative reviews> Communication efficiency> Establishing Thought Leadership> Building Rapport with current and prospective patients> Overcoming stigma> Doing your work (whatever it is) more efficiently and effectively
  • 95. For Further Interaction:> Google Lee Aase or SMUG U>> @LeeAase>