VSHMPR Fall Conference

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My presentation on Oct. 15, 2010 to the Virginia Society for Healthcare Marketing and Public Relations.

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VSHMPR Fall Conference

  1. 1. Bringing the Social Media Revolution to Health Care Lee Aase (@LeeAase) Director, Mayo Clinic Center for Social Media #VSHMPR October 15, 2010
  2. 2. Agenda: An Introduction to Why Social Media Tools are: • Immensely powerful • Consistent with your organization’s values (or should be) • Practical and useful in health care • Free (or ridiculously inexpensive) • and...
  3. 3. Disclaimers • These results not typical • Use as directed • Read and follow label directions • Side effects may include vertigo, watery eyes, crackberry thumb and iPhone application addiction • Social media tools are an essential part of a balanced communications diet • If insufficient media coverage persists, consult your communications doctor • Batteries not included • Some assembly required • Your mileage may vary
  4. 4. Six Magic Words and Four Reasons Why They’re True for You
  5. 5. “I’ll bet I could do that!”
  6. 6. 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
  7. 7. 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 Mention 2009 US Consumer Brand Monitor, n=3336 Add'l Mention
  8. 8. Intro to Social Media Tools Blogs RSS Podcasts Social Networks Skype YouTube Wikis Twitter Slideshare uStream
  9. 9. Blogs • Just 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
  10. 10. RSS = Really Simple Syndication • Lets you easily track dozens of blogs or other Web sites without surfing • Truly opt-in “email” • RSS “baked in” to IE 7, Safari • Google Reader a free Web option
  11. 11. 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 • Create your own FREE podcast (listed in iTunes) through SMUG
  12. 12. Social Networking Sites
  13. 13. Wikis • Collaborative editing tools • Wikipedia the most famous • 2.9 million articles in English • Definitive stories quickly on − 35W Bridge Collapse − Virginia Tech shooting
  14. 14. A museum display...
  15. 15. YouTube • World’s second largest search engine • Google bought for $1.65 Billion • “The world has voted, and we want to watch videos on YouTube.” - Andy Sernovitz, SocialMedia.org
  16. 16. A Story from Twitter
  17. 17. Ensuing Conversation
  18. 18. My First Blog Post
  19. 19. Thesis #1: Air was the original social medium
  20. 20. 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
  21. 21. Sources of Information Influencing Preference for Mayo Clinic Word of mouth 84 Stories in the media 57 MD recommendation 44 Advertising 27 Internet/Websites 26 Personal experience 24 Mailings to home 18 0 20 40 60 80 100
  22. 22. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  23. 23. #4: Social media are the third millennium’s defining communications trend
  24. 24. Gutenberg: Global Mass Literacy Zuckerberg: Global Mass Publishing
  25. 25. #7: Hand-wringing about merits and dangers of social media is as productive as debating gravity.
  26. 26. What else do patients know about you?  Copyright 2009, Health Grades, Inc. All Rights Reserved.
  27. 27. If you think blocking is a viable long-term option...
  28. 28. Health Care Corollary: Use Common Sense and Keep it Professional
  29. 29. 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
  30. 30. #10: Social media strategies can’t compensate for an inferior offering or bad service
  31. 31. United Breaks Guitars Breaks United
  32. 32. 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
  33. 33. The next day...
  34. 34. Six days later...
  35. 35. April 22
  36. 36. Sunday, May 3
  37. 37. May 4
  38. 38. Cinco de Mayo
  39. 39. May 10
  40. 40. May 11
  41. 41. May 12
  42. 42. May 15
  43. 43. Early Morning May 26
  44. 44. May 26, 2009: Live in Studio Good Morning America
  45. 45. Results to Date • More than 7 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
  46. 46. #17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)
  47. 47. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
  48. 48. In the European Union, based on current exchange rates: €0,00
  49. 49. MSRP for HD Video Camera $149.99
  50. 50. What’s wrong with this picture?
  51. 51. podcasts.mayoclinic.org
  52. 52. newsblog.mayoclinic.org
  53. 53. sharing.mayoclinic.org
  54. 54. Yearly Cost for a Customized Blog $75.00
  55. 55. #18: As I approaches zero, ROI approaches infinity
  56. 56. #19: MacGyver is the model for social media success
  57. 57. The MacGyver Mindset
  58. 58. Mayo Clinic Medical Edge News Media Syndications
  59. 59. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  60. 60. Step 2: More, Longer Podcasts
  61. 61. The most harmful TV show in U.S History? • Married with Children? • Baywatch? • The Survivor series? • The A-Team?
  62. 62. “Kids will take a chance. If they don’t know, they’ll have a go.” -- Sir Ken Robinson, TED 2006
  63. 63. #29: Your kids aren’t smarter than you are. They’re just not afraid to look dumb.
  64. 64. #33: Social media will decrease diffusion time for research and innovations
  65. 65. Discovery by Richard Berger, M.D., Ph.D. Ulnotriquetral (UT) Ligament Split Tear
  66. 66. Jayson Werth’s Experience
  67. 67. USA Today Nov 12, 2009 3031031-7
  68. 68. Last Friday 3031031-9
  69. 69. 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
  70. 70. Continuing Tomorrow Night...
  71. 71. The 37th Thesis Applying social media in health care isn’t just inevitable: it’s the right thing to do in the interest of patients.
  72. 72. What’s Next?
  73. 73. 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
  74. 74. http://socialmedia.mayoclinic.org/
  75. 75. A word from our medical director, Victor Montori, M.D.
  76. 76. Social Media Health Network • Membership group associated with Mayo Clinic Center for Social Media • Open to organizations and individuals wanting to use social media to improve health and health care • Dues based on organization revenues • Industry members, but no industry grant funding
  77. 77. What do you get? • Access to resources to speed your organization’s 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
  78. 78. Services for Patients/Consumers • Medical/Health Literacy • Social Media Literacy • User-rated patient support group directory • User-rated library of health/medical videos
  79. 79. Charter Members • Mayo Clinic • Bon Secours Health System • Inova Health System • Mission Health System • Radboud University Nijmegen Medical Centre • Swedish Medical Center
  80. 80. For Further Interaction: • Google Lee Aase or SMUG U • @LeeAase on Twitter (or keep chatting at #MCCSM) • aase.lee@mayo.edu

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