1. Lee AaseMayo Clinic Center for Social MediaUtah Hospital AssociationBringing the Social Media Revolutionto Health Care
2. The book on social media in health care...• Essays from 30 ThoughtLeaders• The “Why?” of healthcare social media• Available on Amazon anddiscount bulk orders• http://mayocl.in/OGvNCx• Net proceeds fundpatient scholarships#MCCSMbook
5. Social Media Health Network• Membership group associated with Mayo ClinicCenter for Social Media• For organizations wanting to use social media topromote health, fight disease and improvehealth care• Dues based on organization revenues• Industry members eligible to join, but notaccepting industry grant funding• >140 member organizations
9. Agenda• Share snippets of Mayo Clinic’s social mediahistory• Increase your personal understanding, comfortand confidence with social media• Help you make the case for using social mediaor increasing your commitment
10. The Hidden Agenda• You will see the transformational power ofsocial media• You will want your organization to join theSocial Media Revolution• You will see social platforms as tools to doyour work more effectively and efficiently• You will believe that using social media toolsis worthwhile and that you (and yourorganization) can do it*
11. Two HeroesSix Magic WordsFour Reasons WhyThey’re True for You
12. “I’ll bet Icould dothat!”
13. 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• Public Affairs Manager (2003-2010)• Director, Center for Social Media since July2010
23. Social Networking is part of the@MayoClinic DNA and isfundamental to health care
24. Mayo Clinic Medical EdgeSyndicated News Media Resources
25. First Foray in “New” Media• Existing Medical Edge radio mp3s• Launched Sept. ‘05; 8,217% download increase
26. My First Blog Post - 7/30/06Lines from Lee
27. Beyond the Hypochondriac Feed
28. Mayo Clinic Medical Edge TVSample Sound Bite
29. Recovering 99.41% for the 1-2%• Required almost no incremental MD effort• Process change - microphone on physicianand interviewer• 90 minutes of editing per interview• More than 60,000 “hits” and 62 comments onDr. Fischer’s podcast
30. Involuntary Social Networking Presence:http://myspace.com/mayoclinic
35. The Revolutionary Power of Consumer-Grade Video
36. 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. Navyamong “non-traditional” members• Now SocialMedia.org
48. Social Media combines thereach of mass media with theimpact of a personalrecommendation
49. #4: Social media are the thirdmillennium’s definingcommunications trend
50. For most of the 20th Century...
51. Every day these guys would define the news...
52. ... while local affiliates and newspapers soldaccess to audiences at monopoly prices
53. Then Cable Revolutionized TV...
54. ...and one of these guys invented the Internet...
55. Though the Big Three didn’t sense themagnitude of the coming change...
56. But because information and the means ofnews dissemination were democratized...
57. ...ordinary people could broadcast news andeven help solve crimes
58. Facebook went public at 20X value of WSJ027.555.082.5110.0ValueWSJ (2007) ABC (1995) Facebook (2012)
59. Gutenberg: Global Mass LiteracyZuckerberg: Global Mass Publishing
60. #7: Hand-wringing about meritsand dangers of social media isas productive as debatinggravity
61. If you think blocking is a viable long-termoption...
62. #9: Mass media will remainpowerful levers that move --and are moved by -- socialmedia buzz
63. The Octogenarian Idol Story• Alerted to interesting video of elderly coupleplaying piano in Gonda atrium• Video shot by another patient and uploaded toYouTube by her daughter• Video had been seen 1,005 times in sixpreceding months since upload• Embedded in Sharing Mayo Clinic, posted toFacebook, Tweeted on 4/7/09
64. The next day...
65. Six days later...
66. April 22
67. Sunday, May 3
68. May 4
69. May 10
70. May 11
71. May 12
72. May 15
73. Early Morning May 26
74. May 26, 2009: Live in StudioGood Morning America
75. Results to Date• More than 8.2 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
76. #26: Your mileage may vary,but you’ll go a lot further if youget a car
77. #11: Social media strategiescan help make a product,service or experience better
78. Dr. Sreenivas Koka
79. #13: Social media tools offerunprecedented opportunity fortransformational change andproductivity
80. Taking a page from Dr. Koka
81. 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%
82. How could videos shot with consumer-grade cameras save time and improvecommunication in your practice?
83. #17: Social media are free inany ordinary sense of the word(or at least ridiculouslyinexpensive)
84. Total Cost for Mayo Clinic Facebook,YouTube and Twitter$0.00
85. In the EuropeanUnion, based oncurrent exchangerates:€0,00
86. #18: As I approaches zero,ROI approaches infinity