Bringing the Social Media Revolutionto Health and WellnessLee AaseMayo Clinic Center for Social MediaJanuary 29, 2013#HBCE
The book on social media in health care...                  • Thought Leader Essays                  • The “Why?” of healt...
Go visit Holly, Josiah and David
For Everyone: Free Curriculum Samplermayocl.in/GSM105
No Handouts Provided...or needed!http://www.slideshare.net/mayoclinic
Mayo Clinic Center for Social Media• Our Raison d’etre: The Mayo Clinic Center for  Social Media exists to improve health ...
A Catalyst for Social Media                              ©2011 MFMER | slide-40
Social Media Health Network• Membership group associated with Mayo Clinic  Center for Social Media• For organizations want...
Agenda• Education on social media   • Mayo Clinic social media history and examples   • The historical import of social me...
The Hidden Agenda• You will see the transformational power of  social media• You will want to join the Social Media  Revol...
Two 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• ...
2010 Brand Preference SummaryHealth Care Decision-Makers Aged 25+                                                         ...
Reason #5: You’ve done this before...http://leeaase.me/WhatIsTheInternetAnyway
Think like this guy...
The Greatness of MacGyver• He’s from Minnesota• Lack of resources wasn’t an insurmountable  barrier to getting the job don...
A Brief History of Social Mediaat Mayo Clinic
Answering the burning question...
It all started with a tornado...
©2011 MFMER | 3139261-
Mayo Clinic’s First Social Networkers
Dr. Henry Plummer: Inventor of the PMR
Mayo Clinic Medical EdgeSyndicated News Media Resources
First Foray in “New” Media• Existing Medical Edge radio mp3s• Launched Sept. ‘05; 8,217% download increase
Reasons for Reluctance about Blogging• Keeping the content fresh• Wise use of resources  • Physician/Researcher  • Public ...
My First Blog Post - 7/30/06Lines from Lee
Beyond the Hypochondriac Feed
Mayo Clinic Medical Edge TVSample Sound Bite
Recovering 99.41% for the 1-2%  • Required almost no incremental MD effort  • Process change - microphone on physician    ...
Involuntary Social Networking Presence:http://myspace.com/mayoclinic
Facebook: 11/7/07
A Pivotal Presentation
Comparing Stanford vs. SMUG                Stanford      SMUG    Tuition      $52,341       $0
Comparing Stanford vs. SMUG                   Stanford   SMUG     Tuition       $52,341     $0 % of Applicants    7.1%    ...
Comparing Stanford vs. SMUG                   Stanford   SMUG     Tuition       $52,341     $0 % of Applicants    7.1%    ...
Comparing Stanford vs. SMUG                     Stanford       SMUG     Tuition          $52,341        $0 % of Applicants...
Comparing Stanford vs. SMUG                     Stanford       SMUG     Tuition          $52,341        $0 % of Applicants...
Jan. 2008 “The world has voted, and we want to watch videos on YouTube.”
YouTube: Feb. ’08
Joining The Blog Council (now SocialMedia.org)• Membership organization of blogging  “companies”• Typically Fortune 500   ...
“Flipping” our YouTube Channel
@MayoClinic on Twitter: 4/29/08
The $4-a-month online newsroom
Let’s Talk “site” - May 2008
Sharing Mayo Clinic - Jan. 2009
http://connect.mayoclinic.org/http://network.socialmedia.mayoclinic.org/
Yammer - Feb. 2012
A Broader Historical Perspective...
Thesis #1: Air was the originalsocial medium
Patient Word of Mouth• 91% said “good things” about Mayo Clinic after visits  • Average of 43 heard “good things”• 86% rec...
Sources Influencing Preferencefor Mayo Clinic     Word of mouth                                                           ...
#2: Electronic tools merelyfacilitate broader, more efficienttransmission by overcominginertia and friction
#4: Social media are the thirdmillennium’s definingcommunications trend
Gutenberg: Global Mass LiteracyZuckerberg: Global Mass Publishing
#7: Hand-wringing about meritsand dangers of social media isas productive as debatinggravity
If you think blocking is a viable long-termoption...
As Uncle Ben would say...
Not that Uncle Ben. This Uncle Ben
Key Elements• All policies apply in social media, too  • Privacy  • Mutual Respect  • Computer use• Generally don’t “frien...
A Balanced Approach to Professionalism• Avoiding faux pas is important but cannot be  the only standard for judging profes...
#9: Mass media will remainpowerful levers that move --and are moved by -- socialmedia buzz
The Octogenarian Idol Story• Alerted to interesting video of elderly couple  playing piano in Gonda atrium• Video shot by ...
The next day...
Six days later...
April 22
Sunday, May 3
May 4
May 10
May 11
May 12
May 15
Early Morning May 26
May 26, 2009: Live in StudioGood Morning America
Results to Date•   More than 8.3 million views on YouTube•   >1.5 million views on Sharing Mayo Clinic•   From 200 views/m...
#26: Your mileage may vary,but you’ll go a lot further if youget a car
#11: Social media strategiescan help make a product,service or experience better
Dr. Sreenivas Koka
#13: Social media tools offerunprecedented opportunity fortransformational change andproductivity
Too soon old...too late smart
ROI Calculation•   Time allotted for recruitment calls: 30 min•   Time to create video: 60 min•   Time saved per call: 10 ...
#17: Social media are free inany ordinary sense of the word(or at least ridiculouslyinexpensive)
Total Cost for Mayo Clinic Facebook,YouTube and Twitter    $0.00
In the EuropeanUnion, based oncurrent exchangerates:€0,00
#18: As I approaches zero,ROI approaches infinity
Unique Myelofibrosis Patients                MCF           MCA   400   300   200   100     0         2008   2009   2010   ...
#21: Technology makes thingspossible. People make thingshappen
As seen in the Wall Street Journal...
SCAD?Findings being published in MAYO CLINICPROCEEDINGSSeptember 2011 issue                                      ©2011 MFM...
The 37th ThesisApplying social media in health care isn’tjust inevitable: it’s the right thing to do inthe interest of pat...
Mayo Clinic CEO Dr. John Noseworthy atMayo Clinic Social Media Summit - Oct. 2011
Mayo Clinic CEO Dr. John Noseworthy atMayo Clinic Social Media Summit - Oct. 2011
For Further Interaction:•   Google Lee Aase or SMUG U•   socialmediacenter@mayo.edu•   @LeeAase•   http://socialmedia.mayo...
One more thing...                    ©2011 MFMER | 3139261-
©2011 MFMER | 3139261-
Criteria for Mayo Clinic Heart Video Project• Not a “me too” copycat• Could (should) be fun, but with a serious educationa...
©2011 MFMER | 3139261-
©2011 MFMER | 3139261-
©2011 MFMER | 3139261-
Our “Know Your Numbers” Premise• It’s 30 years since their first encounter• Tommy is a changed man   • He’s slowed down a ...
See the full video on YouTube                                ©2011 MFMER | 3139261-
For Further Interaction:•   Google Lee Aase or SMUG U•   socialmediacenter@mayo.edu•   @LeeAase•   http://socialmedia.mayo...
HBCE Social Media and Wellness Presentation
HBCE Social Media and Wellness Presentation
HBCE Social Media and Wellness Presentation
HBCE Social Media and Wellness Presentation
HBCE Social Media and Wellness Presentation
HBCE Social Media and Wellness Presentation
HBCE Social Media and Wellness Presentation
HBCE Social Media and Wellness Presentation
HBCE Social Media and Wellness Presentation
HBCE Social Media and Wellness Presentation
HBCE Social Media and Wellness Presentation
HBCE Social Media and Wellness Presentation
HBCE Social Media and Wellness Presentation
HBCE Social Media and Wellness Presentation
HBCE Social Media and Wellness Presentation
HBCE Social Media and Wellness Presentation
HBCE Social Media and Wellness Presentation
HBCE Social Media and Wellness Presentation
HBCE Social Media and Wellness Presentation
HBCE Social Media and Wellness Presentation
HBCE Social Media and Wellness Presentation
HBCE Social Media and Wellness Presentation
HBCE Social Media and Wellness Presentation
HBCE Social Media and Wellness Presentation
HBCE Social Media and Wellness Presentation
HBCE Social Media and Wellness Presentation
HBCE Social Media and Wellness Presentation
HBCE Social Media and Wellness Presentation
HBCE Social Media and Wellness Presentation
HBCE Social Media and Wellness Presentation
HBCE Social Media and Wellness Presentation
HBCE Social Media and Wellness Presentation
HBCE Social Media and Wellness Presentation
HBCE Social Media and Wellness Presentation
HBCE Social Media and Wellness Presentation
HBCE Social Media and Wellness Presentation
HBCE Social Media and Wellness Presentation
HBCE Social Media and Wellness Presentation
HBCE Social Media and Wellness Presentation
HBCE Social Media and Wellness Presentation
HBCE Social Media and Wellness Presentation
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HBCE Social Media and Wellness Presentation

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Presentation to the HBCE conference in Clearwater, FL on Jan. 29, 2013.

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HBCE Social Media and Wellness Presentation

  1. 1. Bringing the Social Media Revolutionto Health and WellnessLee AaseMayo Clinic Center for Social MediaJanuary 29, 2013#HBCE
  2. 2. The book on social media in health care... • Thought Leader Essays • The “Why?” of health care social media • Available on Amazon • MCCSM Bulk discounts • http://mayocl.in/WuXT66 • Net proceeds will fund patient scholarships #MCCSMbook
  3. 3. Go visit Holly, Josiah and David
  4. 4. For Everyone: Free Curriculum Samplermayocl.in/GSM105
  5. 5. No Handouts Provided...or needed!http://www.slideshare.net/mayoclinic
  6. 6. Mayo Clinic Center for Social Media• Our Raison d’etre: The Mayo Clinic Center for Social Media exists to improve health globally by accelerating effective application of social media tools throughout Mayo Clinic and spurring broader and deeper engagement in social media by hospitals, medical professionals and patients.• Our Mission: Lead the social media revolution in health care, contributing to health and well being for people everywhere. ©2011 MFMER | 3139261-
  7. 7. A Catalyst for Social Media ©2011 MFMER | slide-40
  8. 8. 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 eligible to join, but not accepting industry grant funding• >140 member organizations
  9. 9. Agenda• Education on social media • Mayo Clinic social media history and examples • The historical import of social media• Information and learning resources• Inspiration on how social tools can help you accomplish your goals• Provocation of thought and discussion
  10. 10. The Hidden Agenda• You will see the transformational power of social media• You will want to join the Social Media Revolution• You will have arguments you can use to make the case for engagement in your organization• You will believe that using social media tools is worthwhile and that you can do it
  11. 11. Two Heroes Six Magic WordsFour Reasons WhyThey’re True for You
  12. 12. “I’ll bet Icould do that!”
  13. 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 July 2010
  14. 14. 2010 Brand Preference SummaryHealth Care Decision-Makers Aged 25+ Total Mayo Clinic 12.5 6.1 18.6% AMC 1 4.1 3.5 7.6% AMC 2 3.6 2.5 6.1% AMC 3 2.3 1.1 3.4% AMC 4 1.60.9 2.5% AMC 5 1.0 0.8 1.8% 1.6% AMC 6 0.9 0.7 1.3% AMC 7 0.6 0.7 1st Mention Addl Mention 2010 US Consumer Brand Monitor, decision-makers 25+, n=5,279 ©2011 MFMER | slide-17
  15. 15. Reason #5: You’ve done this before...http://leeaase.me/WhatIsTheInternetAnyway
  16. 16. Think like this guy...
  17. 17. The Greatness of MacGyver• He’s from Minnesota• Lack of resources wasn’t an insurmountable barrier to getting the job done• He saw potential in everyday situations*
  18. 18. A Brief History of Social Mediaat Mayo Clinic
  19. 19. Answering the burning question...
  20. 20. It all started with a tornado...
  21. 21. ©2011 MFMER | 3139261-
  22. 22. Mayo Clinic’s First Social Networkers
  23. 23. Dr. Henry Plummer: Inventor of the PMR
  24. 24. Mayo Clinic Medical EdgeSyndicated News Media Resources
  25. 25. First Foray in “New” Media• Existing Medical Edge radio mp3s• Launched Sept. ‘05; 8,217% download increase
  26. 26. Reasons for Reluctance about Blogging• Keeping the content fresh• Wise use of resources • Physician/Researcher • Public Affairs• Authenticity - didn’t want to “ghost blog”
  27. 27. My First Blog Post - 7/30/06Lines from Lee
  28. 28. Beyond the Hypochondriac Feed
  29. 29. Mayo Clinic Medical Edge TVSample Sound Bite
  30. 30. Recovering 99.41% for the 1-2% • Required almost no incremental MD effort • Process change - microphone on physician and interviewer • 90 minutes of editing per interview • More than 60,000 “hits” and 62 comments on Dr. Fischer’s podcast
  31. 31. Involuntary Social Networking Presence:http://myspace.com/mayoclinic
  32. 32. Facebook: 11/7/07
  33. 33. A Pivotal Presentation
  34. 34. Comparing Stanford vs. SMUG Stanford SMUG Tuition $52,341 $0
  35. 35. Comparing Stanford vs. SMUG Stanford SMUG Tuition $52,341 $0 % of Applicants 7.1% 100% Admitted
  36. 36. Comparing Stanford vs. SMUG Stanford SMUG Tuition $52,341 $0 % of Applicants 7.1% 100% Admitted Mean Student $80,677 $0 Loan Debt
  37. 37. Comparing Stanford vs. SMUG Stanford SMUG Tuition $52,341 $0 % of Applicants 7.1% 100% Admitted Mean Student $80,677 $0 Loan Debt Distinguished 1 President, 5 Alumni Justices, 6 TBD Senators
  38. 38. Comparing Stanford vs. SMUG Stanford SMUG Tuition $52,341 $0 % of Applicants 7.1% 100% Admitted Mean Student $80,677 $0 Loan Debt Distinguished 1 President, 5 Alumni Justices, 6 TBD Senators Graduation Rate 95% 0
  39. 39. Jan. 2008 “The world has voted, and we want to watch videos on YouTube.”
  40. 40. YouTube: Feb. ’08
  41. 41. Joining The Blog Council (now SocialMedia.org)• Membership organization of blogging “companies”• Typically Fortune 500 • Coca-Cola, P&G, Wells Fargo, etc. • Mayo Clinic, Kaiser Permanente, U.S. Navy among “non-traditional” members
  42. 42. “Flipping” our YouTube Channel
  43. 43. @MayoClinic on Twitter: 4/29/08
  44. 44. The $4-a-month online newsroom
  45. 45. Let’s Talk “site” - May 2008
  46. 46. Sharing Mayo Clinic - Jan. 2009
  47. 47. http://connect.mayoclinic.org/http://network.socialmedia.mayoclinic.org/
  48. 48. Yammer - Feb. 2012
  49. 49. A Broader Historical Perspective...
  50. 50. Thesis #1: Air was the originalsocial medium
  51. 51. Patient Word of Mouth• 91% said “good things” about Mayo Clinic after visits • Average of 43 heard “good things”• 86% recommended Mayo Clinic • Average of 24 advised to come • Average of 6 actually came 2009 Patient Brand Monitor, n=900 ©2011 MFMER | slide-18
  52. 52. Sources Influencing Preferencefor Mayo Clinic Word of mouth 82 News stories 62 Hospital ratings 48 Internet 33MD recommendation 29Personal experience 26 Advertising 25 Direct mail 13 Social media 5 2010 study (n=119) Insurance plan 5 Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic; *differs significantly from Q2-2010 ©2011 MFMER | slide-20
  53. 53. #2: Electronic tools merelyfacilitate broader, more efficienttransmission by overcominginertia and friction
  54. 54. #4: Social media are the thirdmillennium’s definingcommunications trend
  55. 55. Gutenberg: Global Mass LiteracyZuckerberg: Global Mass Publishing
  56. 56. #7: Hand-wringing about meritsand dangers of social media isas productive as debatinggravity
  57. 57. If you think blocking is a viable long-termoption...
  58. 58. As Uncle Ben would say...
  59. 59. Not that Uncle Ben. This Uncle Ben
  60. 60. Key Elements• All policies apply in social media, too • Privacy • Mutual Respect • Computer use• Generally don’t “friend” patients• Remember the “front page” rule
  61. 61. A Balanced Approach to Professionalism• Avoiding faux pas is important but cannot be the only standard for judging professionalism in social media• Professionalism is more than the absence of unprofessional conduct• Professionals have a moral obligation to use available tools effectively on behalf of those they serve
  62. 62. #9: Mass media will remainpowerful levers that move --and are moved by -- socialmedia buzz
  63. 63. 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
  64. 64. The next day...
  65. 65. Six days later...
  66. 66. April 22
  67. 67. Sunday, May 3
  68. 68. May 4
  69. 69. May 10
  70. 70. May 11
  71. 71. May 12
  72. 72. May 15
  73. 73. Early Morning May 26
  74. 74. May 26, 2009: Live in StudioGood Morning America
  75. 75. Results to Date• More than 8.3 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. 76. #26: Your mileage may vary,but you’ll go a lot further if youget a car
  77. 77. #11: Social media strategiescan help make a product,service or experience better
  78. 78. Dr. Sreenivas Koka
  79. 79. #13: Social media tools offerunprecedented opportunity fortransformational change andproductivity
  80. 80. Too soon old...too late smart
  81. 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. 82. #17: Social media are free inany ordinary sense of the word(or at least ridiculouslyinexpensive)
  83. 83. Total Cost for Mayo Clinic Facebook,YouTube and Twitter $0.00
  84. 84. In the EuropeanUnion, based oncurrent exchangerates:€0,00
  85. 85. #18: As I approaches zero,ROI approaches infinity
  86. 86. Unique Myelofibrosis Patients MCF MCA 400 300 200 100 0 2008 2009 2010 2011
  87. 87. #21: Technology makes thingspossible. People make thingshappen
  88. 88. As seen in the Wall Street Journal...
  89. 89. SCAD?Findings being published in MAYO CLINICPROCEEDINGSSeptember 2011 issue ©2011 MFMER | 3139261-
  90. 90. The 37th ThesisApplying social media in health care isn’tjust inevitable: it’s the right thing to do inthe interest of patients.
  91. 91. Mayo Clinic CEO Dr. John Noseworthy atMayo Clinic Social Media Summit - Oct. 2011
  92. 92. Mayo Clinic CEO Dr. John Noseworthy atMayo Clinic Social Media Summit - Oct. 2011
  93. 93. For Further Interaction:• Google Lee Aase or SMUG U• socialmediacenter@mayo.edu• @LeeAase• http://socialmedia.mayoclinic.org
  94. 94. One more thing... ©2011 MFMER | 3139261-
  95. 95. ©2011 MFMER | 3139261-
  96. 96. Criteria for Mayo Clinic Heart Video Project• Not a “me too” copycat• Could (should) be fun, but with a serious educational purpose• Dancing to a popular song not enough• Well-known original song for which we can do a meaningful parody ©2011 MFMER | 3139261-
  97. 97. ©2011 MFMER | 3139261-
  98. 98. ©2011 MFMER | 3139261-
  99. 99. ©2011 MFMER | 3139261-
  100. 100. Our “Know Your Numbers” Premise• It’s 30 years since their first encounter• Tommy is a changed man • He’s slowed down a bit • He’s no longer obsessed with Jenny’s phone number • He drives a minivan• Jenny hasn’t changed her phone number• He’s calling to tell her about some more important numbers. Instead of 876-5309, they are... ©2011 MFMER | 3139261-
  101. 101. See the full video on YouTube ©2011 MFMER | 3139261-
  102. 102. For Further Interaction:• Google Lee Aase or SMUG U• socialmediacenter@mayo.edu• @LeeAase• http://socialmedia.mayoclinic.org

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