Social Media Summit Keynote

An inside look at Mayo Clinic’s Centerfor Social Media: The evolution of socialmedia in health care communicationsLee AaseDirector, Mayo Clinic Center for Social MediaOctober 18, 2011

Agenda• Mayo Clinic’s early social media history• First-Year update on Mayo Clinic Center for Social Media and Social Media Health Network• Highlights from the days ahead• A few new surprises

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-

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• >90 member organizations

A Sample of Network Members• American Hospital Association• Radboud University Nijmegen Medical Center• Jamestown Hospital• National Cancer Institute• Vanderbilt University Medical Center• See Full List at http://socialmedia.mayoclinic.org/ network/

Key Lessons• Learn by doing; Be your own lab rat• Conduct low-risk experiments• Use social tools to do your existing work better• Explore how these tools can turn the impossible or impractical into reality• Don’t aim for DIY perfection: Reach out to find like-minded allies• Be resourceful like...

A Brief History of Social Mediaat Mayo Clinic

Mayo Clinic Medical EdgeSyndicated News Media Resources

First Foray in “New” Media• Existing Medical Edge radio mp3s• Launched Sept. ‘05; 8,217% download increase

Beyond the hypochondriac feed...

An example of Media Reclamation

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

Reasons why we didn’t use blogs at first• Judicious use of physician time• Judicious use of media relations staff time and the mass media imperative• Ghost blogging would have been • Inauthentic • Non-judicious• Didn’t want a blog that would go stale

My First Personal Blog Post - 7/30/06Lines from Lee

First Social Media Consultant: Feb. 2007

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% 100% Admitted

Comparing Stanford vs. SMUG Stanford SMUG Tuition $52,341 $0 % of Applicants 7.1% 100% Admitted Mean Student $80,677 $0 Loan Debt

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

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

Second Consultant: Jan. 2008 “The world has voted, and we want to watch videos on YouTube.”

Reclaiming YouTube: Feb. ’08

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. Navy among “non-traditional” members• Now the Social Media Business Council

Transforming YouTube Channel

Mayo Strategies for Content Production• Capture content from existing efforts• Adapt processes to facilitate• Take advantage of low-cost video opportunities • Physicians and researchers • Other employees • Patients and visitors

Summit Discussions about Hands-onPhysician Involvement• Dr. Wendy Sue Swanson keynote today• Track on Physician Involvement, including Wednesday panel

@MayoClinic on Twitter: 4/29/08

Podcast Blog: April ’08

The $4-a-month online newsroom

Let’s Talk “site” - May 2008

Sharing Mayo Clinic - Jan. 2009

The Octogenarian Idol Story• Video of an elderly couple from Ankeny, Iowa playing piano in Gonda atrium• Video was shot by another patient in Sept. 2008 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 April 7, 2009

The next day...

Six days later...

April 22

Sunday, May 3

Cinco de Mayo

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 7.7 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

What made this work?• Adorability of Mr. and Mrs. Cowan and the joy they brought to every viewer• Infrastructure for easy sharing and rapid growth • Sharing Mayo Clinic blog 3 months old • Mayo Clinic Twitter account 11 months old • Mayo Clinic Facebook 18 months old

Another email from DeDe• “Dad’s coming back for some tests Oct. 16-20. Are you going be be around? They’d like to see you again.”• Network Member Dinner concert 8 p.m. tomorrow• See MCCSM table or registration desk for dinner tickets

First-Year HighlightsMayo Clinic Center for Social Media andSocial Media Health Network

Syndication/Social Media Team - June 2010

July 2010• Center and Network concepts approved by Mayo Clinic leadership• Approval for phased 8.1 FTE addition• Public Announcement July 27, 2010

August 2010• Approval to post all positions immediately• Recruiting first External Advisory Board members• Our first new hire: Makala Johnson

MCCSM Staff - August 2010

September 2010• Announced first 13 EAB members and plan to crowd-source the rest• Recruited charter members of Social Media Health Network• One-track Social Media Summit with Ragan in Jacksonville• Announced formation of Social Media Health Network with 6 charter members

October 2010 - Patient Video Guides

Feb. 10, 2011 - Network Site Launched

MCCSM Staff - November 2010

MCCSM Staff - January 2011

January 2011• Announced 17 new External Advisory Board members (out of more than 120 applicants)

MCCSM Staff - February 2011

MCCSM Staff - March 2011

March 2011• Social Media Summit in Jacksonville• First Network Member Meeting

An ROI Case Study

The Return on Investment• Average time blocked for Network recruitment calls: 30 minutes• Time required for video production: 60 minutes• Average time saved per recruitment call since with video: 10 minutes• Total calls made since April 1: 90• Total minutes saved: 900• ROI = 1,400%

April 2011• Ragan Conference in Seattle• A conversation with @Doctor_V and @SeattleMamaDoc about social media professionalism training for medical residents

June 2011

July 2011• Launched Professionalism Video Project• Launched Mayo Clinic online patient community

The Doctor is Online: Physician Use, Responsibility,and Opportunity in the Time of Social Media

Mayo Clinic Communityhttp://connect.mayoclinic.org/

July-August 2011

Other Summer-Fall Highlights• Writing and publishing the beta version of the Social Media Residency Handbook• Creating a mobile app for the Mayo Clinic patient community

Other Summer-Fall Highlights• Publication of the paper on Spontaneous Coronary Artery Dissection (SCAD) in Mayo Clinic Proceedings and Wall Street Journal• Writing and publishing the beta version of the Social Media Residency Handbook• Creating a mobile app for the Mayo Clinic patient community

Criteria for 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-

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-

Contest Prizes for Top Scores• Individuals • Mayo Clinic books related to heart disease • Pedometers, scales, blood pressure monitors • Scholarships (including airfare) to next year’s Summit in Rochester• For Organizations • Top scorers in each category win a one-year membership (or extension) in the Social Media Health Network ©2011 MFMER | 3139261-

What’s Next?• Short-term • Three great tracks • Three outstanding keynotes • Network Member Meeting (Wed-Thurs) • e-Patient Forum • Farewell concert from Cowans • Social Media Residency (Thurs-Fri)• Longer-term • More great collaborative projects • Summits in Arizona and Rochester ©2011 MFMER | 3139261-

For Further Interaction:• @LeeAase on Twitter• aase.lee@mayo.edu• http://socialmedia.mayoclinic.org

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Social Media Summit Keynote

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