World Health Care Congress Summit

Health Care Meets Social Networking: Mayo Clinic’s Journey into Web 2.0 Lee Aase Manager, Syndication and Social Media Mayo Clinic February 24, 2009

Overview • Deploying a Social Media Strategy: Assessing the Risks and Benefits in a Web 2.0 World • Engaging staff and management in new age information sharing: The role of online social networks and word of mouth/referrals • Using new media applications to build relationships and foster communities between patients, physicians and staff 2

Reasons to Care about Social Media: Risks are Unavoidable • Anyone (especially determined detractors) can • Start a blog • Launch a YouTube channel • A significant portion of your employees are in Facebook now (e.g. >5,000 at Mayo Clinic) 3

This Might Not Happen to You, But... 4

Risk and Reward Management • USCG: ROI = Risk of Ignoring • Develop Employee Policies/Guidelines - see e.g. http://tinyurl.com/bra56t or http://www.intel.com/sites/sitewide/en_US/social-media.htm • Seize opportunities for personalized communication with global reach 5

Mayo Clinic’s Web 2.0 Journey and Applications for You • Disclaimer: I believe Mayo Clinic is special, and so do most of our employees and patients - YMMV • However, challenges to Web 2.0 adoption were not unique • We still have immense opportunities • Patient support groups • Chronic disease management • More than just marketing 6

Think Like MacGyver (or Dr. Henry Plummer) • http://www.mayoclinic.org/tradition- heritage/dr-henry-plummer.html 7

Mayo Clinic’s Origin http://tinyurl.com/32xbjx

Brand Preference • Thinking about healthcare institutions such as hospitals, medical centers and clinics -- suppose your health plan or personal finances permitted you to go anywhere in the U.S. for treatment of a serious medical condition which required highly specialized care such as neurosurgery, sophisticated heart surgery or complex cancer treatment... • To which one institution would you prefer to go for treatment?

Top-of-Mind Brand Preference U.S. Consumers Mayo Clinic 11.7 Hospital E 3.1 2006 Study Hospital D 2.3 Hospital C 1.8 Hospital B 1.3 Hospital A 1.0 Don't know 40.9 0 10 20 30 40 50 10

Sources of Information Influencing Preference for Mayo Clinic Word of mouth 84 Stories in the media 57 MD recommendation 44 Advertising 27 2006 Study Internet/Websites 26 Personal experience 24 Mailings to home 18 0 20 40 60 80 100 11

Mayo Clinic and Word of Mouth • 91 percent of patients surveyed say they have said “good things” to an average of 40 people following a Mayo visit • 85 percent say they recommended Mayo to a friend • Advised an average of 16 to come • 5 actually came 12

Mayo Clinic Medical Edge News Media Syndications 13

Mayo Clinic Social Media Progression • Reach people directly • Started with Medical Edge • Produce economically to fit medium • Provide platforms for sharing • Create outposts on popular sites • Energize word of mouth • Leverage social media with mass media and vice versa • Sharing Mayo Clinic 14

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 16

Step 3: podcasts.mayoclinic.org 18

YouTube Channel • Brand study confirmed benefit • “The world has voted, and we want to watch videos on YouTube.” - Andy Sernovitz, President, Blog Council • Use YouTube to serve videos for blogs 20

Key Tool: Flip Video Camera • Affordable for all campuses (and you) • Recording interviews (with tripod) improves existing processes • Authenticity without writer’s cramp • Provides potential blog resources • Audio of full interview • Video excerpts • Limited group of video editors to ease adoption, ensure quality 22

Two Case Studies of Mainstream Media Facilitated by Social Media • Wall Street Journal Health Blog • Pitched via Facebook • Previewed on News Blog • Embedded from YouTube • CBS Radio Network • Flip audio downloaded from news blog made national network air 25

Next Step: Launched Jan. 22 Sharing Mayo Clinic • Gathering global Mayo community • Patients telling their stories • Employee bloggers recruited from throughout organization • Video profiles of patients/staff • Hub to integrate Mayo social media • Interactive companion to print edition • sharing.mayoclinic.org 26

Where Sharing Mayo Clinic Fits • News Blog - Breaking research news; “Hard” news • Podcast Blog - Evergreen “news you can use” • Sharing Mayo Clinic - Features; behind the scenes at Mayo Clinic, and stories from patients in their own words 27

Sharing Mayo Clinic Content Sources • HR/Recruitment identifying employee bloggers to write 2X/month • Enhanced stories from print edition • Flip video from patients on campus • Question in MD news Flip interviews • Transplant Picnic, NICU reunion • Highlight employee service awards 28

Benefits of Sharing Mayo Clinic Monthly Open Thread • Patient stories most popular on .org • Outlet for grateful patients who want to tell their stories • Prompts patients to think about sharing stories • Alerts us to great stories we may want to feature in publications, Medical Edge, media pitches 29

Retroactive Roadmap and Philosophy for Future • Start with current activity extensions or high-probability pilot • External consultants and case studies help build internal buy-in • Build on success step-by-step • Take advantage of cheap technology • Facilitate with small core team, but make social media everyone’s job 31

Immense Potential • Marketing we couldn’t afford to buy • 500,000 annual unique patients, 50,000 employees as ambassadors • More efficient care delivery • Patient support groups • Chronic disease management • Workplace Collaboration • Free versions let you prove concept, gauge readiness 32

Immediate Applications for You • Prevent “domain squatting” by establishing organization accounts • Facebook • Twitter • Consider a YouTube channel (especially if nonprofit/not-for-profit) • Become a SMUGgle and begin Homework Assignments to get hands-on personal experience 33

Contacting Me • Google Lee Aase or SMUG University to find SMUG • Twitter @LeeAase or @SMUG_U • Friend me on Facebook • aase.lee@mayo.edu 35

World Health Care Congress Summit

by Lee Aase on Feb 24, 2009

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