Strategic Application of Social Media in Health Care


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Slides from my August 9, 2012 presentation at the Health Care Social Media Summit sponsored by the Texas Hospital Association.

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Strategic Application of Social Media in Health Care

  1. 1. Strategic Application of Social Mediain Health CareLee AaseMayo Clinic Center for Social MediaAugust 9, 2012
  2. 2. About Lee Aase (@LeeAase)• B.S. Political Science major, minor in Chemistry• 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
  3. 3. Agenda• What does it mean to be strategic? • Plans vs. Planning • A Spirited defense of Tactics and Execution• Relating social media strategy to your overall mission through the magic of Analogies• A one-size-fits-most strategic mindset• Examples and case studies• Vigorous discussion and debate*
  4. 4. Strategic means...• “relating to the identification of long-term or overall aims and interests and the means of achieving them”• “carefully designed or planned to serve a particular purpose or advantage”
  5. 5. Strategy ≠ Inertia ©2011 MFMER | slide-40
  6. 6. "If you wait until all the lights aregreen before you leave home, you’ll never get out of the driveway." - Zig Ziglar ©2011 MFMER | slide-40
  7. 7. "In preparing for battle, I havealways found that plans are useless, but planning is indispensable." Dwight D. Eisenhower ©2011 MFMER | slide-40
  8. 8. An Analogy is...• “a comparison between two things, typically on the basis of their structure and for the purpose of explanation or clarification”• “a correspondence or partial similarity”• “a thing that is comparable to something else in significant respects”• like a key that unlocks and opens minds
  9. 9. Analogies are helpful because they...• Crystallize your thinking• Clarify your communication
  10. 10. "If you can’t explain it to a six-year-old, you don’t understand it yourself." - Albert Einstein ©2011 MFMER | slide-40
  11. 11. Spot the analogy...
  12. 12. When we don’t understand something, weinstinctively look for analogies• “ you write to it, like mail?”• Humans always try to explain the unknown in familiar categories• Therefore to build support for your social media applications • You need to create comfortable analogies so your stakeholders don’t invent scary ones • Good analogies can overcome prejudice and misperception
  13. 13. To use analogies to support applyingsocial media in a medical/scientific context• Learn to think like a scientist• Understand your organization’s culture/DNA to explain social media in terms that resonate• Develop deep knowledge of social media tools and their capabilities
  14. 14. "If you can’t explain social media tools to nuclear physicists andcardiac surgeons in terms that are relevant to them, you shouldn’t expect their support." - Lee Aase ©2011 MFMER | slide-40
  15. 15. Analogies on Social Media Tools Blogs RSS Podcasts Social Networks Skype YouTube Wikis Twitter Slideshare uStream
  16. 16. 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
  17. 17. RSS = Really Simple Syndication• An email newsletter that can’t spam you• Lets you easily track dozens of blogs or other Web sites without surfing• Google Reader a free Web option• Also browser options
  18. 18. Podcasts• TiVo for audio (and now video)• Don’t need an iPod to use• Series of segments to which you can subscribe via RSS• iTunes free for PC or Mac
  19. 19. Social Networking Sites• With 900 million Facebook users, analogies no longer needed• Typically free or freemium, but business models vary• External free sites like Facebook, LinkedIn• Internal options such as Yammer, Chatter• SaaS options, e.g. Jive• Open Source, e.g. BuddyPress with WordPress
  20. 20. Wikis• Like “track changes” in Microsoft Word without inducing strabismus• Collaborative editing tools• Wikipedia the most famous• 4 million articles in English• Definitive stories quickly on • 35W Bridge Collapse • Virginia Tech shooting
  21. 21. YouTube• World’s second largest search engine
  22. 22. 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
  23. 23. A Twitter Case StudyMe: Are you based in Baltimore?Me: I’m going to be there Tuesday for this conference.( on a panel RU available late pm?Me: I’m flying out Tues at 6:45 p.m. Any avail in the laterafternoon? I think my panel is done about 2:30
  24. 24. Other Important Types of Platforms• YouTube for PowerPoint• Your own global TV channel• - What analogy would you use?• Mix, Match and Link
  25. 25. 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...
  26. 26. The History of Social Mediaat Mayo Clinic
  27. 27. Mayo Clinic’s First Social Networkers
  28. 28. Dr. Henry Plummer
  29. 29. 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
  30. 30. Sources Influencing Preferencefor 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
  31. 31. Mayo Clinic Medical EdgeSyndicated News Media Resources
  32. 32. First Foray in “New” Media• Existing Medical Edge radio mp3s• Launched Sept. ‘05; 8,217% download increase
  33. 33. Regrouping to PlanJust as genomics is the future of personalizedmedicine, personalized media are changing theway people get the news and information theywant and need. But as genomics increasinglysupplements and improves traditional medicinewithout replacing it, new media are helpfuladditions to mainstream, mass media. We stronglyrecommend reforming our processes to efficientlyproduce content that can be used for both massmedia and personalized media. Content Creation Task Force, 7/26/2006
  34. 34. We recommend a three-phase approach. First, takeour existing products and, with minimumincremental effort, place them in new media formats.Second... work across teams ... to make best use ofthe audio and video production resources we have.Third, get more resources... to produce timely oreven daily content...We have not recommended a blog strategy at thistime, primarily because we have emphasizeddeveloping audio and video content that could havemultiple uses in both mass media and personalizedmedia, with relatively limited physician involvement.
  35. 35. Reasons for Reluctance about Blogging• Keeping the content fresh• Wise use of resources • Physician/Researcher • Public Affairs• Authenticity - didn’t want to “ghost blog”
  36. 36. My First Blog Post - 7/30/06Lines from Lee
  37. 37. Beyond the Hypochondriac Feed
  38. 38. Mayo Clinic Medical Edge TVSample Sound Bite
  39. 39. 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
  40. 40. Jan. ’07 - Warming to Blogging
  41. 41. Private Blog for Public Affairs
  42. 42. Free option
  43. 43. First Social Media Consultant: Feb. 2007
  44. 44. @LeeAase on Twitter: 3/13/07
  45. 45. Personally Exploring Business Uses ofFacebook - Aug. ‘07
  46. 46. Blogging an Event: Nov. 2007
  47. 47. Involuntary Social Networking Presence:
  48. 48. Facebook: 11/7/07
  49. 49. A Pivotal Presentation
  50. 50. Comparing Stanford vs. SMUG Stanford SMUG Tuition $52,341 $0
  51. 51. Comparing Stanford vs. SMUG Stanford SMUG Tuition $52,341 $0 % of Applicants 7.1% 100% Admitted
  52. 52. Comparing Stanford vs. SMUG Stanford SMUG Tuition $52,341 $0 % of Applicants 7.1% 100% Admitted Mean Student $80,677 $0 Loan Debt
  53. 53. Comparing Stanford vs. SMUG Stanford SMUG Tuition $52,341 $0 % of Applicants 7.1% 100% Admitted Mean Student $80,677 $0 Loan Debt Distinguished 1 President, 5 Alumni Justices, 6 TBD Senators
  54. 54. Comparing Stanford vs. SMUG Stanford SMUG Tuition $52,341 $0 % of Applicants 7.1% 100% Admitted Mean Student $80,677 $0 Loan Debt Distinguished 1 President, 5 Alumni Justices, 6 TBD Senators Graduation Rate 95% 0
  55. 55. Second Consultant: Jan. 2008 “The world has voted, and we want to watch videos on YouTube.”
  56. 56. YouTube: Feb. ’08
  57. 57. 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
  58. 58. Transforming YouTube Channel
  59. 59. Podcast Blog: April ’08
  60. 60. @MayoClinic on Twitter: 4/29/08
  61. 61. The $4-a-month online newsroom
  62. 62. Let’s Talk “site” - May 2008
  63. 63. Sharing Mayo Clinic - Jan. 2009
  64. 64. 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.
  65. 65. 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• >120 member organizations
  66. 66. A Sample of Network Members• American Hospital Association• Radboud University Nijmegen Medical Center• Jamestown Hospital• National Cancer Institute• Vanderbilt University Medical Center• See Full List at network/
  67. 67. A word from our CEO, John Noseworthy, M.D.
  68. 68. ©2011 MFMER | 3139261-
  69. 69.
  70. 70. Yammer - Feb. 2012
  71. 71. Making the Business Case ©2011 MFMER | slide-40
  72. 72. ROI and the MRI• Levels of medical knowledge • MRI • Biopsy • Autopsy• Quantifying comprehensive impact of social media is impractical • Incomplete data • Confounding factors• ROI biopsies give us important anecdotal evidence
  73. 73. ROI Biopsy #1: Myelofibrosis
  74. 74. ROI Biopsy #2: Dr. Sreenivas Koka
  75. 75. ROI Biopsy #3: Network Recruitment
  76. 76. 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%
  77. 77. ROI Biopsy #4: UT Split Tear
  78. 78. Jayson Werth’s Experience
  79. 79. Nov 12, 2009USA Today 3031031-7
  80. 80. Last Friday 3031031-9
  81. 81. 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
  82. 82. Making Music ©2011 MFMER | slide-40
  83. 83. 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
  84. 84. The next day...
  85. 85. Six days later...
  86. 86. April 22
  87. 87. Sunday, May 3
  88. 88. May 4
  89. 89. May 10
  90. 90. May 11
  91. 91. May 12
  92. 92. May 15
  93. 93. Early Morning May 26
  94. 94. May 26, 2009: Live in StudioGood Morning America
  95. 95. 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
  96. 96. ©2011 MFMER | 3139261-
  97. 97. Criteria for Mayo Clinic Heart Video Project• Not a “me too” copycat• Could (should) be fun, but with a serious educational purpose• Dancing to a popular song not enough• Well-known original song for which we can do a meaningful parody ©2011 MFMER | 3139261-
  98. 98. ©2011 MFMER | 3139261-
  99. 99. ©2011 MFMER | 3139261-
  100. 100. ©2011 MFMER | 3139261-
  101. 101. Our “Know Your Numbers” Premise• It’s 30 years since their first encounter• Tommy is a changed man • He’s slowed down a bit • He’s no longer obsessed with Jenny’s phone number • He drives a minivan• Jenny hasn’t changed her phone number• He’s calling to tell her about some more important numbers. Instead of 876-5309, they are... ©2011 MFMER | 3139261-
  102. 102. See full video on our Mayo Clinic Facebook page ©2011 MFMER | 3139261-
  103. 103. Campaign Elements• YouTube video• Facebook application• Wordpress/BuddyPress-based microsite ©2011 MFMER | 3139261-
  104. 104. Making a Difference ©2011 MFMER | slide-40
  105. 105. Spontaneous Coronary Artery Dissection
  106. 106. As seen in the Wall Street Journal...
  107. 107. SCAD?Findings being published in MAYO CLINICPROCEEDINGSSeptember 2011 issue ©2011 MFMER | 3139261-
  108. 108. Potential Clinical Practice Applications of Social Media Tools• Patient orientation/wayfinding videos• Patient education videos to reduce staff costs and heighten impact, patient compliance• Shared decision-making tools• Moderated online support groups• Your ideas?
  109. 109. Potential Research Applications of Social Media Tools• Publicizing research results• Study recruitment• Connections among researchers internally and externally• Leveraging existing platforms or creating specific ones for research
  110. 110. Potential Education Applications of Social Media Tools• Promoting existing CME courses• Videos to accompany residency rotations• Increasing interaction in on-campus and CME education• A whole new way of conducting continuous professional development
  111. 111. Potential Administration Applications of Social Media Tools• Collaboration across sites• Building understanding and engagement among employees, and helping leadership listen• Improving staff training and reducing expenses• Faster employee onboarding• Your suggestions?
  112. 112. Takeaways• Don’t reinvent the MRI• Don’t hold social media to a higher ROI standard than what you’re already doing• Biopsies aren’t a complete picture, but they do convey real knowledge• When planning social media strategies, try to get baseline data first to better quantify impact• Join us in documenting and publishing the concrete benefits
  113. 113. ©2011 MFMER | 3139261-
  114. 114. ©2011 MFMER | 3139261-
  115. 115. Closing Thoughts• Social Media are the opposite of War Games• You can’t avoid risks, so choose your risks wisely
  116. 116. For Further Interaction:• Google Lee Aase or SMUG U•• @LeeAase•