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Serving Patients through the Social Media Revolution
1. Serving Patients through the
Social Media Revolution
Lee Aase (@LeeAase)
Director, Mayo Clinic Center for Social Media
#MCCSM
September 28, 2010
#mayoragan
Tuesday, September 28, 2010
2. 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
Tuesday, September 28, 2010
3. Six Magic Words
and
Four Reasons Why
They’re True for You
Tuesday, September 28, 2010
8. 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
Tuesday, September 28, 2010
34. 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
Tuesday, September 28, 2010
35. 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
Tuesday, September 28, 2010
36. #2: Electronic tools merely
facilitate broader, more
efficient transmission by
overcoming inertia and
friction
Tuesday, September 28, 2010
40. The Era of Monopolies is Over
• Printing Presses
• FCC Licenses and TV, Radio Towers
• Telephone
• Cable
• Mainframes to microchips
• Moore’s Law
Tuesday, September 28, 2010
41. Gutenberg: Global Mass Literacy
Zuckerberg: Global Mass Publishing
Tuesday, September 28, 2010
52. Basic Social Media Guidelines
for Health Care Professionals
• If you don’t have a pre-existing, real-life
friendship with patients, don’t create
one on Facebook
• If you do create Facebook friendship
with patients, do it with a purpose
• Apply the “Front Page” test to your
online postings
Tuesday, September 28, 2010
53. #17: Social media are free in
any ordinary sense of the
word (or at least ridiculously
inexpensive)
Tuesday, September 28, 2010
72. Mayo Clinic Medical Edge
News Media Syndications
Tuesday, September 28, 2010
73. First Foray in New Media
• Existing Medical Edge radio mp3s
• Launched Sept. ‘05; Downloads up
8,217 percent Oct. vs. Aug.
Tuesday, September 28, 2010
74. Step 2: More, Longer Podcasts
Tuesday, September 28, 2010
84. The 37th Thesis
Applying social media in health care isn’t
just inevitable: it’s the right thing to do in
the interest of patients.
Tuesday, September 28, 2010
86. Mayo Clinic Center for Social Media
• Mission: Lead the social media
revolution in health care, contributing
to health and well being for people
everywhere
− Grow social media use by Mayo Clinic
− Create resources for use at Mayo Clinic
that can be shared with organizations
wanting to use social media in health
and health care
Tuesday, September 28, 2010
88. External Advisory Board
• 13 members named to date, some of
whom you can meet, Tweet here today:
− @ShelHoltz
− @EdBennett
− @ChrisBoyer
• Crowdsourcing 12 more members:
− http://bit.ly/MayoEAB
Tuesday, September 28, 2010
89. An announcement from our medical
director, Victor Montori, M.D.
Tuesday, September 28, 2010
90. Social Media Health Network
• Membership group associated with
Mayo Clinic Center for Social Media
• Open to organizations and individuals
wanting to use social media to improve
health and health care
• Dues based on organization revenues
• Industry members, but no industry
grant funding
Tuesday, September 28, 2010
91. What do you get?
• Access to resources to speed your
organization’s adoption of social media
− Curriculum/Training materials
− Guidelines/Policies/Job Descriptions
− Technical services and support
• Free and discounted conferences,
webinars, member meetings
• Community, blogging platform options
• Member site for sharing, learning
Tuesday, September 28, 2010
93. Charter Members
• Mayo Clinic
• Bon Secours Health System
• Inova Health System
• Mission Health System
• Radboud University Nijmegen Medical
Centre
• Swedish Medical Center
Tuesday, September 28, 2010
94. And now, from across the pond...
Tuesday, September 28, 2010
95. For Further Interaction:
• Google Lee Aase or SMUG U
• @LeeAase on Twitter (or keep chatting
at #MayoRagan and #MCCSM)
• aase.lee@mayo.edu
Tuesday, September 28, 2010