To Network or Not

To Network or Not: The Use of Social Media in Health Care Lee Aase (@LeeAase)Director, Mayo Clinic Center for Social Media #MCCSM February 21, 2011

One of my heroes...

Two More Heroes Six Magic WordsFour Reasons WhyThey’re True for You

“I’ll bet Icould do that!”

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

2009 Brand Preference Summary Healthcare Decision-Makers Aged 25+ Total Mayo Clinic 13 5.4 18.4% AMC 1 4 2.5 6.6% AMC 2 2 1.5 4.8% AMC 3 2 1.4 3.4% AMC 4 2 1.1 2.8% AMC 5 1 1.3 2.3% AMC 6 2 0.8 2.3% 1st Mention2009 US Consumer Brand Monitor, n=3336 Addl Mention

My First Blog Post - 7/30/06 Lines from Lee

Personally Exploring Business Uses of Facebook - Aug. ‘07

A Pivotal Presentation

Thesis #1: Air was theoriginal social medium

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

Sources of Information Influencing Preference for Mayo Clinic Word of mouth 84Stories in the media 57MD recommendation 44 Advertising 27 Internet/Websites 26Personal experience 24 Mailings to home 18 0 20 40 60 80 100

#2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction

#4: Social media are thethird millennium’s defining communications trend

Gutenberg: Global Mass LiteracyZuckerberg: Global Mass Publishing

#7: Hand-wringing aboutmerits and dangers of social media is as productive as debating gravity.

If you think blocking is a viable long-term option...

Implication• You already have most of the risks... why not also get some of the benefits from these powerful tools?

As Uncle Ben would say...

Not that Uncle Ben. This Uncle Ben

Health Care Corollary:Use Common Sense and Keep it Professional

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

#9: Mass media will remainpowerful levers that move -- and are moved by -- social media buzz

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

The next day...

Six days later...

April 22

Sunday, May 3

Cinco de Mayo

May 10

May 11

May 12

May 15

Early Morning May 26

May 26, 2009: Live in Studio Good Morning America

Results to Date• More than 7.5 million views on YouTube• >1.4 million views on Sharing Mayo Clinic• From 200 views/month to 5,000 views/hour• National TV coverage in U.S. and Japan

#17: Social media are free in any ordinary sense of theword (or at least ridiculously inexpensive)

Total Cost for Mayo ClinicFacebook, YouTube and Twitter $0.00

In the European Union, based on current exchange rates: €0,00

MSRP for HD Video Camera$149.99

What’s wrong with this picture?

sharing.mayoclinic.org

Yearly Cost for a Customized Blog$75.00

#18: As I approaches zero, ROI approaches infinity

#19: MacGyver is the model for social media success

The MacGyver Mindset

Mayo Clinic Medical EdgeNews Media Syndications

First Foray in New Media• Existing Medical Edge radio mp3s• Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.

Step 2: More, Longer Podcasts

The most harmful TV show in U.S History?• Married with Children?• Baywatch?• The Survivor series?• The A-Team?

“Kids will take a chance. If they don’t know, they’ll have a go.” -- Sir Ken Robinson, TED 2006

#29: Your kids aren’t smarter than you are. They’re just not afraid to look dumb.

#33: Social media willdecrease diffusion time for research and innovations

Discovery by Richard Berger, M.D., Ph.D. Ulnotriquetral (UT) Ligament Split Tear

Jayson Werth’s Experience

USA TodayNov 12, 2009 3031031-7

Last Friday 3031031-9

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

#35: Social technologies will transform healthcare

And just last week...

The 37th ThesisApplying social media in health care isn’tjust inevitable: it’s the right thing to do inthe interest of patients.

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

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, but no industry grant funding

Charter Members• Mayo Clinic• Bon Secours Health System• Inova Health System• Mission Health System• Radboud University Nijmegen Medical Centre, Netherlands• Swedish Medical Center (Seattle)

Recent Network Additions• American Hospital Association• Catholic Healthcare West• Maricopa Integrated Health System• Novant Health• Sutter Health• Vanderbilt University Medical Center• Children’s Hospital of Eastern Ontario• Virginia Community Healthcare Assoc

Member organizations receive...• Access to resources to speed 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

Launched Feb. 10

Member Site Features• Practical, step-by-step “how to” curriculum• Sharing of Case Studies, Practices• Prudential curriculum on Privacy, Professionalism, Ethics• Forums for discussion• Wikis for collaborative resource development• Networking with peers

Upcoming Events• Webinars• Social Media Summit in Jacksonville − March 14-15: Workshops and Conference w/Ragan Communications − March 16: Member Meeting/ Unconference• Seattle Summit April 13-15• Rochester Summit October 17-19

For Further Interaction:• @LeeAase on Twitter (or keep chatting at #MCCSM)• aase.lee@mayo.edu• http://socialmedia.mayoclinic.org

To Network or Not

by Lee Aase on Mar 06, 2011

Accessibility

Categories

Upload Details

Usage Rights

1 Embed 96

Statistics

To Network or Not — Presentation Transcript