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Utilizing Social Media to Market         and Communicate       Lessons from Mayo Clinic          Lee Aase (@LeeAase)Direct...
About Lee Aase (@LeeAase)• B.S. Political Science• 14 years in politics and government at local, state, national levels• M...
Mayo Clinic Center for Social Media• Our Raison d’etre: The Mayo Clinic Center for Social Media exists to improve health g...
Social Media Health Network• Membership group associated with Mayo Clinic Center for Social Media• For organizations wanti...
One of my heroes...
A Brief History of Social Media       at Mayo Clinic ...
Mayo Clinic Medical EdgeSyndicated News Media Resources
First Foray in “New” Media• Existing Medical Edge radio mp3s• Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
Regrouping to PlanJust as genomics is the future of personalizedmedicine, personalized media are changing theway people ge...
We recommend a three-phase approach. First,take our existing products and, with minimumincremental effort, place them in n...
My First Blog Post - 7/30/06
Jan. ’07 - Warming to Blogging
Private Blog for Public Affairs
Free Wordpress.com option
Our First Social MediaConsultant: Feb. 2007
Executing Phase One Strategy
@LeeAase on Twitter: 3/13/07
Personally Exploring Business Uses of Facebook - Aug. ‘07
Blogging an Event: Nov. 2007
Discovering Involuntary Social   Network Representation
Facebook: 11/7/07
A Pivotal Presentation
Second Consultant: Jan. 2008“The world has voted, and we want towatch videos on YouTube.”
Reclaiming YouTube: Feb. ’08
Joining The Blog Council• Membership organization of blogging “companies”• Typically Fortune 500 members  − Coca-Cola, P&G...
@MayoClinic on Twitter: 4/29/08
Podcast Blog: April ’08
Transforming YouTube Channel• Started with Medical Edge TV foundation• Coca-Cola Conversation @ Blog Council
The $4-a-month online newsroom
Let’s Talk “site” - May 2008
Sharing Mayo Clinic - Jan. 2009
Wordpress MU Platform
A Broader Historical Perspective...
Thesis #1: Air was theoriginal 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...
Sources of Information Influencing       Preference for Mayo Clinic     Word of mouth                                     ...
#2: Electronic tools merely  facilitate broader, more efficient transmission by  overcoming inertia and            friction
#4: Social media are thethird millennium’s defining   communications trend
Gutenberg: Global Mass LiteracyZuckerberg: Global Mass Publishing
If you’re still in doubt, ask these guys:
#7: Hand-wringing aboutmerits and dangers of social media is as productive as      debating gravity.
If you think blocking is a viable       long-term option...
Implication• You already have most of the risks... why not also get some of the benefits from these powerful tools?
#12: Communications and  marketing professionals   who fail to understandsocial media flirt with media        malpractice
#16: Social media toolsmake the once-scarce power of mass media available to          everyone
As Uncle Ben would say...
Not that Uncle Ben. This Uncle Ben
#17: Social media are free in any ordinary sense of theword (or at least ridiculously       inexpensive)
Total Cost for Mayo ClinicFacebook, YouTube and Twitter  $0.00
In the European Union, based on     current exchange rates:   €0,00
Answers to Objections• “But what about the cost in staff time to maintain all of these social media platforms? They’re not...
#18: As I approaches zero, ROI approaches infinity
#28: Paying for advertisingwhile not taking advantageof free online opportunities  isn’t particularly astute
#33: Social media willdecrease diffusion time for research and innovations
Discovery by Richard Berger, M.D., Ph.D. Ulnotriquetral (UT) Ligament Split Tear
Jayson Werth’s Experience
USA TodayNov 12, 2009               3031031-7
Last Friday              3031031-9
Less than 24 hours after my initial appointment, I not  only had a new diagnosis - a UT split tear - but had  surgery to c...
The 37th ThesisApplying social media in health care isn’tjust inevitable: it’s the right thing to do inthe interest of pat...
Mayo Clinic Center for Social Media• Our Raison d’etre: The Mayo Clinic Center for Social Media exists to improve health g...
Social Media Health Network• Membership group associated with Mayo Clinic Center for Social Media• For organizations wanti...
Social Media Health Network• Announced Sept. 28, 2010 with six charter members• Currently 51 member organizations• http://...
Key Benefits• All employees of member organizations have access to Network member site  − Curriculum  − Sharing case studi...
Launched Feb. 10
Member Site Features• Practical, step-by-step “how to” curriculum• Sharing of Case Studies, Practices• Prudential curricul...
Upcoming Events• Webinars• Seattle Summit April 13-15, 2011• Rochester Summit October 17-19, 2011
Will you join us in the Revolution?http://socialmedia.mayoclinic.org/
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Bringing it to 'Bama

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My presentation to the Alabama Healthcare Public Relations and Marketing Society on April 8, 2011

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Bringing it to 'Bama

  1. 1. Utilizing Social Media to Market and Communicate Lessons from Mayo Clinic Lee Aase (@LeeAase)Director, Mayo Clinic Center for Social Media #MCCSM April 8, 2011
  2. 2. 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
  3. 3. 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.
  4. 4. 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, but no industry grant funding
  5. 5. One of my heroes...
  6. 6. A Brief History of Social Media at Mayo Clinic ...
  7. 7. Mayo Clinic Medical EdgeSyndicated News Media Resources
  8. 8. First Foray in “New” Media• Existing Medical Edge radio mp3s• Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  9. 9. Regrouping to PlanJust as genomics is the future of personalizedmedicine, personalized media are changing theway people get the news and information theywant and need. But as genomics increasinglysupplements and improves traditional medicinewithout replacing it, new media are helpfuladditions to mainstream, mass media. Westrongly recommend reforming our processesto efficiently produce content that can be usedfor both mass media and personalized media. Content Creation Task Force, 7/26/2006
  10. 10. We recommend a three-phase approach. First,take our existing products and, with minimumincremental effort, place them in new mediaformats. Second... work across teams ... to makebest use of the audio and video productionresources we have. Third, get more resources...to produce timely or even daily content...We have not recommended a blog strategy atthis time, primarily because we have emphasizeddeveloping audio and video content that couldhave multiple uses in both mass media andpersonalized media, with relatively limitedphysician involvement.
  11. 11. My First Blog Post - 7/30/06
  12. 12. Jan. ’07 - Warming to Blogging
  13. 13. Private Blog for Public Affairs
  14. 14. Free Wordpress.com option
  15. 15. Our First Social MediaConsultant: Feb. 2007
  16. 16. Executing Phase One Strategy
  17. 17. @LeeAase on Twitter: 3/13/07
  18. 18. Personally Exploring Business Uses of Facebook - Aug. ‘07
  19. 19. Blogging an Event: Nov. 2007
  20. 20. Discovering Involuntary Social Network Representation
  21. 21. Facebook: 11/7/07
  22. 22. A Pivotal Presentation
  23. 23. Second Consultant: Jan. 2008“The world has voted, and we want towatch videos on YouTube.”
  24. 24. Reclaiming YouTube: Feb. ’08
  25. 25. 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
  26. 26. @MayoClinic on Twitter: 4/29/08
  27. 27. Podcast Blog: April ’08
  28. 28. Transforming YouTube Channel• Started with Medical Edge TV foundation• Coca-Cola Conversation @ Blog Council
  29. 29. The $4-a-month online newsroom
  30. 30. Let’s Talk “site” - May 2008
  31. 31. Sharing Mayo Clinic - Jan. 2009
  32. 32. Wordpress MU Platform
  33. 33. A Broader Historical Perspective...
  34. 34. Thesis #1: Air was theoriginal social medium
  35. 35. 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
  36. 36. Sources of Information Influencing Preference for Mayo Clinic Word of mouth 84Stories in the media 57MD recommendation 44 Advertising 27 Internet/Websites 26Personal experience 24 Mailings to home 18 0 20 40 60 80 100
  37. 37. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  38. 38. #4: Social media are thethird millennium’s defining communications trend
  39. 39. Gutenberg: Global Mass LiteracyZuckerberg: Global Mass Publishing
  40. 40. If you’re still in doubt, ask these guys:
  41. 41. #7: Hand-wringing aboutmerits and dangers of social media is as productive as debating gravity.
  42. 42. If you think blocking is a viable long-term option...
  43. 43. Implication• You already have most of the risks... why not also get some of the benefits from these powerful tools?
  44. 44. #12: Communications and marketing professionals who fail to understandsocial media flirt with media malpractice
  45. 45. #16: Social media toolsmake the once-scarce power of mass media available to everyone
  46. 46. As Uncle Ben would say...
  47. 47. Not that Uncle Ben. This Uncle Ben
  48. 48. #17: Social media are free in any ordinary sense of theword (or at least ridiculously inexpensive)
  49. 49. Total Cost for Mayo ClinicFacebook, YouTube and Twitter $0.00
  50. 50. In the European Union, based on current exchange rates: €0,00
  51. 51. Answers to Objections• “But what about the cost in staff time to maintain all of these social media platforms? They’re not really that cheap!” − AT&T free phone service in 1971 − Pitney Bowes free fax machines and supplies in 1991 − YouTube, Facebook and Twitter are free in 2011
  52. 52. #18: As I approaches zero, ROI approaches infinity
  53. 53. #28: Paying for advertisingwhile not taking advantageof free online opportunities isn’t particularly astute
  54. 54. #33: Social media willdecrease diffusion time for research and innovations
  55. 55. Discovery by Richard Berger, M.D., Ph.D. Ulnotriquetral (UT) Ligament Split Tear
  56. 56. Jayson Werth’s Experience
  57. 57. USA TodayNov 12, 2009 3031031-7
  58. 58. Last Friday 3031031-9
  59. 59. 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
  60. 60. The 37th ThesisApplying social media in health care isn’tjust inevitable: it’s the right thing to do inthe interest of patients.
  61. 61. 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.
  62. 62. 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, but no industry grant funding
  63. 63. Social Media Health Network• Announced Sept. 28, 2010 with six charter members• Currently 51 member organizations• http://socialmedia.mayoclinic.org/ network/
  64. 64. Key Benefits• All employees of member organizations have access to Network member site − Curriculum − Sharing case studies, developing best (or at least better) practices• Discounted admission to conferences, webinars• No added charge for member meetings, some workshops, webinars, calls• Network site as prototype for yours
  65. 65. Launched Feb. 10
  66. 66. Member Site Features• Practical, step-by-step “how to” curriculum• Sharing of Case Studies, Practices• Prudential curriculum on Privacy, Professionalism, Ethics• Forums for discussion• Wikis for collaborative resource development• Networking with peers
  67. 67. Upcoming Events• Webinars• Seattle Summit April 13-15, 2011• Rochester Summit October 17-19, 2011
  68. 68. Will you join us in the Revolution?http://socialmedia.mayoclinic.org/

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