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Strategic Application of Social Media in Health Care
1. Strategic Application of Social Media
in Health Care
Lee Aase
Mayo Clinic Center for Social Media
August 9, 2012
2. About Lee Aase (@LeeAase)
ā¢ B.S. Political Science major, minor in Chemistry
ā¢ 14 years in politics and government at local,
state, national levels
ā¢ Mayo Clinic since April 2000
ā¢ Media relations consultant
ā¢ Public Affairs Manager (2003-2010)
ā¢ Director, Center for Social Media since July
2010
3.
4. Agenda
ā¢ What does it mean to be strategic?
ā¢ Plans vs. Planning
ā¢ A Spirited defense of Tactics and Execution
ā¢ Relating social media strategy to your overall
mission through the magic of Analogies
ā¢ A one-size-fits-most strategic mindset
ā¢ Examples and case studies
ā¢ Vigorous discussion and debate*
5. Strategic means...
ā¢ ārelating to the identification of long-term or
overall aims and interests and the means of
achieving themā
ā¢ ācarefully designed or planned to serve a
particular purpose or advantageā
9. An Analogy is...
ā¢ āa comparison between two things, typically on
the basis of their structure and for the purpose
of explanation or clarificationā
ā¢ āa correspondence or partial similarityā
ā¢ āa thing that is comparable to something else in
significant respectsā
ā¢ like a key that unlocks and opens minds
10. Analogies are helpful because they...
ā¢ Crystallize your thinking
ā¢ Clarify your communication
13. When we donāt understand something, we
instinctively look for analogies
ā¢ āWhat...do you write to it, like mail?ā
ā¢ Humans always try to explain the unknown in
familiar categories
ā¢ Therefore to build support for your social media
applications
ā¢ You need to create comfortable analogies so
your stakeholders donāt invent scary ones
ā¢ Good analogies can overcome prejudice and
misperception
14. To use analogies to support applying
social media in a medical/scientific context
ā¢ Learn to think like a scientist
ā¢ Understand your organizationās culture/DNA to
explain social media in terms that resonate
ā¢ Develop deep knowledge of social media tools
and their capabilities
16. Analogies on Social Media Tools
Blogs RSS
Podcasts Social Networks
Skype YouTube
Wikis Twitter
Slideshare uStream
17. Blogs
ā¢ An easy-to-publish Web site that allows
comments
ā¢ Blogs in Plain English - Lee LeFever
ā¢ You read them all the time without even
knowing it
18. RSS = Really Simple Syndication
ā¢ An email newsletter that canāt spam you
ā¢ Lets you easily track dozens of blogs or other
Web sites without surfing
ā¢ Google Reader a free Web option
ā¢ Also browser options
19. Podcasts
ā¢ TiVo for audio (and now video)
ā¢ Donāt need an iPod to use
ā¢ Series of segments to which you can
subscribe via RSS
ā¢ iTunes free for PC or Mac
20. Social Networking Sites
ā¢ With 900 million Facebook users, analogies
no longer needed
ā¢ Typically free or freemium, but business
models vary
ā¢ External free sites like Facebook, LinkedIn
ā¢ Internal options such as Yammer, Chatter
ā¢ SaaS options, e.g. Jive
ā¢ Open Source, e.g. BuddyPress with
WordPress
21. Wikis
ā¢ Like ātrack changesā in Microsoft Word without
inducing strabismus
ā¢ Collaborative editing tools
ā¢ Wikipedia the most famous
ā¢ 4 million articles in English
ā¢ Definitive stories quickly on
ā¢ 35W Bridge Collapse
ā¢ Virginia Tech shooting
25. Twitter
ā¢ A group blog with extremely short stories
ā¢ Text messaging available on phones and
computers
ā¢ A multifunction pager that uses your cell phone
ā¢ A river of serendipitous news
ā¢ A messaging platform in which you can control
the flow
26. A Twitter Case Study
Me: Are you based in Baltimore?
Me: Iām going to be there Tuesday for this conference.
(asae.center.or/hcc) on a panel RU available late pm?
Me: Iām flying out Tues at 6:45 p.m. Any avail in the later
afternoon? I think my panel is done about 2:30
27. Other Important Types of Platforms
ā¢ Slideshare.net: YouTube for PowerPoint
ā¢ uStream.tv: Your own global TV channel
ā¢ Pinterest.com - What analogy would you use?
ā¢ Mix, Match and Link
28.
29. To paraphrase JFK...
ā¢ Ask not the intended purpose of the tools
ā¢ Ask how you can apply the tools to your
intentions
ā¢ No one better at this than...
37. First Foray in āNewā Media
ā¢ Existing Medical Edge radio mp3s
ā¢ Launched Sept. ā05; 8,217% download increase
38. Regrouping to Plan
Just as genomics is the future of personalized
medicine, personalized media are changing the
way people get the news and information they
want and need. But as genomics increasingly
supplements and improves traditional medicine
without replacing it, new media are helpful
additions to mainstream, mass media. We strongly
recommend reforming our processes to efficiently
produce content that can be used for both mass
media and personalized media.
Content Creation Task Force, 7/26/2006
39. We recommend a three-phase approach. First, take
our existing products and, with minimum
incremental effort, place them in new media formats.
Second... work across teams ... to make best use of
the audio and video production resources we have.
Third, get more resources... to produce timely or
even daily content...
We have not recommended a blog strategy at this
time, primarily because we have emphasized
developing audio and video content that could have
multiple uses in both mass media and personalized
media, with relatively limited physician involvement.
40. Reasons for Reluctance about Blogging
ā¢ Keeping the content fresh
ā¢ Wise use of resources
ā¢ Physician/Researcher
ā¢ Public Affairs
ā¢ Authenticity - didnāt want to āghost blogā
44. Recovering 99.41% for the 1-2%
ā¢ Required almost no incremental MD effort
ā¢ Process change - microphone on physician
and interviewer
ā¢ 90 minutes of editing per interview
ā¢ More than 60,000 āhitsā and 62 comments on
Dr. Fischerās podcast
72. Joining The Blog Council
ā¢ Membership organization of blogging
ācompaniesā
ā¢ Typically Fortune 500 members
ā¢ Coca-Cola, P&G, Wells Fargo, etc.
ā¢ Mayo Clinic, Kaiser Permanente, U.S. Navy
among ānon-traditionalā members
ā¢ Now SocialMedia.org
82. Mayo Clinic Center for Social Media
ā¢ Our Raison dāetre: 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.
ā¢ Our Mission: Lead the social media revolution in
health care, contributing to health and well
being for people everywhere.
83. Social Media Health Network
ā¢ Membership group associated with Mayo Clinic
Center for Social Media
ā¢ For organizations wanting to use social media to
promote health, fight disease and improve
health care
ā¢ Dues based on organization revenues
ā¢ Industry members eligible to join, but not
accepting industry grant funding
ā¢ >120 member organizations
84. A Sample of Network Members
ā¢ American Hospital Association
ā¢ Radboud University Nijmegen Medical Center
ā¢ Jamestown Hospital
ā¢ National Cancer Institute
ā¢ Vanderbilt University Medical Center
ā¢ See Full List at http://socialmedia.mayoclinic.org/
network/
90. ROI and the MRI
ā¢ Levels of medical knowledge
ā¢ MRI
ā¢ Biopsy
ā¢ Autopsy
ā¢ Quantifying comprehensive impact of social media
is impractical
ā¢ Incomplete data
ā¢ Confounding factors
ā¢ ROI biopsies give us important anecdotal
evidence
96. ROI Calculation
ā¢ Time allotted for recruitment calls: 30 min
ā¢ Time to create video: 60 min
ā¢ Time saved per call: 10 min
ā¢ Calls made April-Nov 2011: 90
ā¢ Total time saved: 900 minutes (and rising)
ā¢ ROI: > 1,400%
106. 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 short-term 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
113. The Octogenarian Idol Story
ā¢ Alerted to interesting video of elderly couple
playing piano in Gonda atrium
ā¢ Video shot by another patient and uploaded to
YouTube by her daughter
ā¢ Video had been seen 1,005 times in six
preceding months since upload
ā¢ Embedded in Sharing Mayo Clinic, posted to
Facebook, Tweeted on 4/7/09
130. Results to Date
ā¢ More than 8.1 million views on YouTube
ā¢ >1.5 million views on Sharing Mayo Clinic
ā¢ From 200 views/month to 5,000 views/hour
ā¢ National TV coverage in U.S. and Japan
152. Potential Clinical Practice Applications
of Social Media Tools
ā¢ Patient orientation/wayfinding videos
ā¢ Patient education videos to reduce staff costs
and heighten impact, patient compliance
ā¢ Shared decision-making tools
ā¢ Moderated online support groups
ā¢ Your ideas?
153. Potential Research Applications of
Social Media Tools
ā¢ Publicizing research results
ā¢ Study recruitment
ā¢ Connections among researchers internally and
externally
ā¢ Leveraging existing platforms or creating
specific ones for research
154. Potential Education Applications of
Social Media Tools
ā¢ Promoting existing CME courses
ā¢ Videos to accompany residency rotations
ā¢ Increasing interaction in on-campus and CME
education
ā¢ A whole new way of conducting continuous
professional development
155. Potential Administration Applications
of Social Media Tools
ā¢ Collaboration across sites
ā¢ Building understanding and engagement among
employees, and helping leadership listen
ā¢ Improving staff training and reducing expenses
ā¢ Faster employee onboarding
ā¢ Your suggestions?
156. Takeaways
ā¢ Donāt reinvent the MRI
ā¢ Donāt hold social media to a higher ROI standard
than what youāre already doing
ā¢ Biopsies arenāt a complete picture, but they do
convey real knowledge
ā¢ When planning social media strategies, try to get
baseline data first to better quantify impact
ā¢ Join us in documenting and publishing the
concrete benefits