Zurich Presentation

Why Social Media are Essential to Healthcare’s Future Lee Aase Manager, Syndication and Social Media Mayo Clinic Social Media in Healthcare Conference Zurich January 26, 2010

Agenda • Why is a traditional organization like Mayo Clinic involved in social media? • How did this happen? • Why must will use of social tools become more widespread in healthcare? • Nine theses plus World Premiere of 36th

Thesis #1: Air was the original 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 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

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

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

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

Follow the adventure/research • #Xmedicine • bit.ly/Xmedicine

#12: Failure to understand social media = media malpractice

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

Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00

In England, based on current exchange rates: £0,00

In the European Union: €0,00

Cost for a Standard Definition Flip Video Camera $149.99 HD available for an additional $50

podcasts.mayoclinic.org

newsblog.mayoclinic.org

sharing.mayoclinic.org

Yearly Cost for a Customized Blog $75.00

#18: As I approaches zero, ROI approaches infinity

Getting the right patient to the right doctor at the right time

#19: MacGyver is the model for social media success

The MacGyver Mindset

Mayo Clinic Medical Edge News 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

#20: Social media enable authentic communication if you don’t purposefully complicate things

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

Case Study: Simple Storytelling • 8:45 a.m. Colleague mentions article coming off embargo at 3 p.m. • Interviewed M.D. via Flip at 10:20 • Edited video and had password- protected post on blog by 11:55 for pitching • Uploaded files to YouTube channel • WSJ Health Blog used video

What’s Next?

Personalized Medicine and Personalized Media

High Impact Public Health and Disease Management • From reach/frequency to engagement • From public service announcement to personal relevance • “The only person who is with the patient all the time is the patient.”

Treating Medically-Induced PTSD

Pre-Visit Preparatory Videos

The 36th Thesis If your organization can’t find a way to constructively use free tools that enable deep, two-way communication with anyone, anywhere, anytime, your real problem is lack of imagination.

Basic Social Media “Food Groups”

Contact me by... • Googling Lee Aase or SMUG U • @LeeAase on Twitter • aase.lee@mayo.edu

http://www.ehealth-consulting.ch	44
http://social-media-university-global.org	36
http://www.slideshare.net	3

Zurich Presentation

by Lee Aase on Jan 26, 2010

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