Strategic Application of Social Mediain Health CareLee AaseMayo Clinic Center for Social MediaAugust 9, 2012
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
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*
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”
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
Analogies are helpful because they...• Crystallize your thinking• Clarify your communication
Spot the analogy...http://leeaase.me/WhatIsTheInternetAnyway
When we don’t understand something, weinstinctively look for analogies• “What...do 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
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
Analogies on Social Media Tools Blogs RSS Podcasts Social Networks Skype YouTube Wikis Twitter Slideshare uStream
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
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
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
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
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
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
A Twitter Case StudyMe: Are you based in Baltimore?Me: I’m going to be there Tuesday for this conference.(asae.center.or/hcc) 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
Other Important Types of Platforms• Slideshare.net: YouTube for PowerPoint• uStream.tv: Your own global TV channel• Pinterest.com - What analogy would you use?• Mix, Match and Link
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...
Mayo Clinic Medical EdgeSyndicated News Media Resources
First Foray in “New” Media• Existing Medical Edge radio mp3s• Launched Sept. ‘05; 8,217% download increase
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
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.
Reasons for Reluctance about Blogging• Keeping the content fresh• Wise use of resources • Physician/Researcher • Public Affairs• Authenticity - didn’t want to “ghost blog”
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
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 SocialMedia.org
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.
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
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 http://socialmedia.mayoclinic.org/ network/
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
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%
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
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
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?
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
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
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?
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