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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
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
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.
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
One of my heroes...
A Brief History of Social Media
       at Mayo Clinic ...
Mayo Clinic Medical Edge
Syndicated 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 Plan
Just as genomics is the future of personalized
medicine, personalized media are changing the
way people get the news and information they
want and need. But as genomics increasingly
supplements and improves traditional medicine
without replacing it, new media are helpful
additions to mainstream, mass media. We
strongly recommend reforming our processes
to efficiently produce content that can be used
for both mass media and personalized media.


        Content Creation Task Force, 7/26/2006
We recommend a three-phase approach. First,
take our existing products and, with minimum
incremental effort, place them in new media
formats. Second... work across teams ... to make
best use of the audio and video production
resources we have. Third, get more resources...
to produce timely or even daily content...

We have not recommended a blog strategy at
this time, primarily because we have emphasized
developing audio and video content that could
have multiple uses in both mass media and
personalized media, with relatively limited
physician involvement.
My First Blog Post - 7/30/06
Jan. ’07 - Warming to Blogging
Private Blog for Public Affairs
Free Wordpress.com option
Our First Social Media
Consultant: 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 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
@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 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
Gutenberg: Global Mass Literacy
Zuckerberg: Global Mass Publishing
If you’re still in doubt, ask these guys:
#7: Hand-wringing about
merits 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 understand
social media flirt with media
        malpractice
#16: Social media tools
make 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 the
word (or at least ridiculously
       inexpensive)
Total Cost for Mayo Clinic
Facebook, 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 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
#18: As I approaches zero,
 ROI approaches infinity
#28: Paying for advertising
while not taking advantage
of free online opportunities
  isn’t particularly astute
#33: Social media will
decrease diffusion time for
 research and innovations
Discovery by Richard Berger, M.D., Ph.D.

 Ulnotriquetral (UT) Ligament Split Tear
Jayson Werth’s Experience
USA Today
Nov 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 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
The 37th Thesis

Applying social media in health care isn’t
just inevitable: it’s the right thing to do in
the interest of patients.
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.
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
Social Media Health Network
• Announced Sept. 28, 2010 with six
 charter members
• Currently 51 member organizations
• http://socialmedia.mayoclinic.org/
 network/
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
Launched Feb. 10
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
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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Utilizing Social Media to Improve Health Globally

  • 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. 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.
  • 4. 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.
  • 5. 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
  • 6. One of my heroes...
  • 7.
  • 8.
  • 9.
  • 10. A Brief History of Social Media at Mayo Clinic ...
  • 11. Mayo Clinic Medical Edge Syndicated News Media Resources
  • 12. First Foray in “New” Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  • 13. Regrouping to Plan Just as genomics is the future of personalized medicine, personalized media are changing the way people get the news and information they want and need. But as genomics increasingly supplements and improves traditional medicine without replacing it, new media are helpful additions to mainstream, mass media. We strongly recommend reforming our processes to efficiently produce content that can be used for both mass media and personalized media. Content Creation Task Force, 7/26/2006
  • 14. We recommend a three-phase approach. First, take our existing products and, with minimum incremental effort, place them in new media formats. Second... work across teams ... to make best use of the audio and video production resources we have. Third, get more resources... to produce timely or even daily content... We have not recommended a blog strategy at this time, primarily because we have emphasized developing audio and video content that could have multiple uses in both mass media and personalized media, with relatively limited physician involvement.
  • 15. My First Blog Post - 7/30/06
  • 16. Jan. ’07 - Warming to Blogging
  • 17. Private Blog for Public Affairs
  • 19. Our First Social Media Consultant: Feb. 2007
  • 21.
  • 23. Personally Exploring Business Uses of Facebook - Aug. ‘07
  • 24. Blogging an Event: Nov. 2007
  • 25. Discovering Involuntary Social Network Representation
  • 28.
  • 29.
  • 30.
  • 31.
  • 32.
  • 33.
  • 34.
  • 35. Second Consultant: Jan. 2008 “The world has voted, and we want to watch videos on YouTube.”
  • 37. 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
  • 40. Transforming YouTube Channel • Started with Medical Edge TV foundation • Coca-Cola Conversation @ Blog Council
  • 42.
  • 43.
  • 44.
  • 46. Sharing Mayo Clinic - Jan. 2009
  • 48. A Broader Historical Perspective...
  • 49.
  • 50.
  • 51.
  • 52.
  • 53.
  • 54. Thesis #1: Air was the original social medium
  • 55.
  • 56. 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
  • 57. 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
  • 58. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  • 59.
  • 60. #4: Social media are the third millennium’s defining communications trend
  • 61.
  • 62. Gutenberg: Global Mass Literacy Zuckerberg: Global Mass Publishing
  • 63. If you’re still in doubt, ask these guys:
  • 64. #7: Hand-wringing about merits and dangers of social media is as productive as debating gravity.
  • 65.
  • 66. If you think blocking is a viable long-term option...
  • 67.
  • 68. Implication • You already have most of the risks... why not also get some of the benefits from these powerful tools?
  • 69. #12: Communications and marketing professionals who fail to understand social media flirt with media malpractice
  • 70. #16: Social media tools make the once-scarce power of mass media available to everyone
  • 71.
  • 72. As Uncle Ben would say...
  • 73. Not that Uncle Ben. This Uncle Ben
  • 74.
  • 75. #17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)
  • 76. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
  • 77. In the European Union, based on current exchange rates: €0,00
  • 78. 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
  • 79. #18: As I approaches zero, ROI approaches infinity
  • 80.
  • 81.
  • 82. #28: Paying for advertising while not taking advantage of free online opportunities isn’t particularly astute
  • 83. #33: Social media will decrease diffusion time for research and innovations
  • 84. Discovery by Richard Berger, M.D., Ph.D. Ulnotriquetral (UT) Ligament Split Tear
  • 86.
  • 87.
  • 88.
  • 89.
  • 90. USA Today Nov 12, 2009 3031031-7
  • 91.
  • 92. Last Friday 3031031-9
  • 93. 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
  • 94.
  • 95.
  • 96.
  • 97.
  • 98. The 37th Thesis Applying social media in health care isn’t just inevitable: it’s the right thing to do in the interest of patients.
  • 99. 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.
  • 100.
  • 101. 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
  • 102. Social Media Health Network • Announced Sept. 28, 2010 with six charter members • Currently 51 member organizations • http://socialmedia.mayoclinic.org/ network/
  • 103. 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
  • 105. 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
  • 106. Upcoming Events • Webinars • Seattle Summit April 13-15, 2011 • Rochester Summit October 17-19, 2011
  • 107. Will you join us in the Revolution? http://socialmedia.mayoclinic.org/