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Bringing the Social Media Revolution to the Last Frontier

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My Sept. 12 presentation to the Alaska State Hospital and Nursing Home Association Annual Conference

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Bringing the Social Media Revolution to the Last Frontier

  1. 1. Bringing the Social Media Revolution to Health Care in The Last Frontier Lee Aase Mayo Clinic Center for Social Media September 12, 2014
  2. 2. THE Book on Social Media in Health Care • Essays from 30 thought leaders • The “Why?” of social media in health care • Net proceeds fund patient scholarships • Available on Amazon and discount bulk orders on CreateSpace (with offer code Z4L7DBSN)
  3. 3. ©2011 MFMER | 3139261- A Gift for Everyone
  4. 4. Bringing Hope to the (at least) Mediocre
  5. 5. ©2011 MFMER | 3139261- About Lee Aase (@LeeAase) • B.S. in Political Science, Minnesota State University • 14 years in politics and government at local, state, national levels • Mayo Clinic since April 2000 • Media relations consultant • Manager since 2003 • Media Relations/Research Communications • Syndication and Social Media • Director, Center for Social Media (2010)
  6. 6. Mayo Clinic Center for Social Media • 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.
  7. 7. ©2011 MFMER | slide-40 A Catalyst for Social Media
  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 • Much content available through free Guest account • Dues based on organization revenues, and individual paid memberships also are available
  9. 9. Social Media Residency • One-day crash course • Intro to tools and hands-on experience • Strategic framework for application • 9/22 Baltimore • 10/20 RST • 11/10 Jacksonville
  10. 10. Social Media Week at Mayo Clinic Oct. 20-23, 2014
  11. 11. ©2011 MFMER | 3139261-
  12. 12. Agenda • How social networking helped to build Mayo Clinic and its brand • An introduction to essential social media tools • Bottom-line benefits of applying social media: Three Case Studies • Social Media Serendipity
  13. 13. Today’s Presentation is brought to you by the number 0 ©2011 MFMER | 3139261-
  14. 14. The Most Important Word in Web 2.0 ©2011 MFMER | 3139261-
  15. 15. ©2011 MFMER | 3139261-
  16. 16. ©2011 MFMER | 3139261- Intro to Today’s FREE Tools Blogs RSS Podcasts Social Networks Skype YouTube Wikis Twitter Slideshare Pinterest/Instagram/ Vine
  17. 17. Intro to Blogs • Just an easy-to-publish Web site that allows comments • Blogs in Plain English - Lee LeFever • You read them all the time without even knowing it • Create a blog at wordpress.com or blogger.com in less than a minute ©2011 MFMER | 3139261-
  18. 18. ©2011 MFMER | 3139261- RSS = Really Simple Syndication • Lets you easily track dozens of blogs or other Web sites without surfing • Truly opt-in “email” • RSS “baked in” to browsers • Free Web-based options like Feedly
  19. 19. ©2011 MFMER | 3139261- Podcasts • TiVo for Audio (and now video) • Don’t need an iPod to use • Series of segments to which you can subscribe via RSS • iTunes free for PC or Mac
  20. 20. ©2011 MFMER | 3139261- Social Networking Sites
  21. 21. ©2011 MFMER | 3139261-
  22. 22. ©2011 MFMER | 3139261-
  23. 23. ©2011 MFMER | 3139261-
  24. 24. ©2011 MFMER | 3139261-
  25. 25. ©2011 MFMER | 3139261- Wikis • Collaborative editing tools • Wikipedia the most famous • 4.5 million articles in English • Definitive stories quickly on • 35W Bridge Collapse • Sandy Hook shooting • Boston Marathon bombing
  26. 26. ©2011 MFMER | 3139261-
  27. 27. ©2011 MFMER | 3139261- YouTube • World’s second largest search engine • Google bought for $1.65 Billion • “The world has voted, and we want to watch videos on YouTube.” - Andy Sernovitz, SocialMedia.org
  28. 28. Slideshare: YouTube for PowerPoint • Presentation at Community 2.0 conference in San Francisco on May 12, 2009 • Attendance approximately 200 • Somebody tweeted something like “Hey @GuyKawasaki, @LeeAase just mentioned you in his presentation” and included the link to my presentation, which I had uploaded to Slideshare.net ©2011 MFMER | 3139261-
  29. 29. ©2011 MFMER | 3139261-
  30. 30. ©2011 MFMER | 3139261-
  31. 31. ©2011 MFMER | 3139261- Behold, the Power of Slideshare...
  32. 32. ©2011 MFMER | 3139261-
  33. 33. Pinterest, Instagram, Vine • Pinterest - Global shared pin board with overwhelmingly female user community • Instagram and Vine - Mobile-first platforms for photos and brief (6-15 second) videos ©2011 MFMER | 3139261-
  34. 34. ©2011 MFMER | 3139261-
  35. 35. ©2011 MFMER | 3139261-
  36. 36. Metro Area Population for Best Hospitals ©2011 MFMER | 3139261- 20,000,000 15,000,000 5,000,000 0 10,000,000 Rochester Boston Baltimore Cleveland Los Angeles San Francisco New York Philadelphia Chicago
  37. 37. What does Rochester have that they don’t?
  38. 38. ©2011 MFMER | 3139261- Social Networking is part of Mayo Clinic’s DNA and is a fundamental factor in its success
  39. 39. ©2011 MFMER | 3139261-
  40. 40. A precipitating event...
  41. 41. ©2011 MFMER | 3139261-
  42. 42. Mayo Clinic’s First Social Networkers
  43. 43. From their day through most of the 20th Century, reaching large audiences via media was simple but expensive... ©2011 MFMER | 3139261-
  44. 44. ...or you could “earn” an audience by getting past one of these gatekeepers ©2011 MFMER | 3139261-
  45. 45. Big media sold audiences to advertisers at monopoly prices ©2011 MFMER | 3139261-
  46. 46. But then Ted Turner revolutionized TV... ©2011 MFMER | 3139261-
  47. 47. ...one of these guys invented the Internet ©2011 MFMER | 3139261-
  48. 48. You could be forgiven for not having seen the coming social media revolution... ©2011 MFMER | 3139261-
  49. 49. • 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 ©2011 MFMER | slide-18 Patient Word of Mouth (2010 figures) 2009 Patient Brand Monitor, n=900
  50. 50. ©2011 MFMER | slide-20 Sources Influencing Preference for Mayo Clinic (2010) Word of mouth 82 News stories Hospital ratings 26 Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic; *differs significantly from Q2-2010 5 5 13 25 29 33 48 62 Internet MD recommendation Personal experience Advertising Direct mail Social media Insurance plan 2010 study (n=119)
  51. 51. Mayo Clinic Medical Edge Syndicated News Media Resources
  52. 52. First Foray in “New” Media • Existing Medical Edge radio mp3s • Launched Sept. ’05 • Downloads increased 8,217% Oct. vs. Aug.
  53. 53. ©2011 MFMER | 3139261-
  54. 54. Beyond the Hypochondriac feed
  55. 55. Mayo Clinic Medical Edge Sample Sound Bite
  56. 56. Involuntary Social Network Representation myspace.com/mayoclinic
  57. 57. Facebook: 11/7/07
  58. 58. The Revolutionary impact of consumer-grade video
  59. 59. Dramatically increased number of videos and depth of content
  60. 60. Sharing Mayo Clinic - January 2009
  61. 61. By the Numbers: Internet, Mobile and Social Networking • 87% of U.S. adults use the Internet • 91% own a cell phone; 63% use mobile Internet • 78% of Internet users watch online videos • 72% looked online for health information within the past year. • 7 in 10 have a profile on a social networking site • Facebook 67% • Twitter 16% • Instagram 13% • Tumblr 6% Source: Pew Internet & American Life Project
  62. 62. ROI Case Study #1: Reuben Mesa, M.D. and Myelofibrosis
  63. 63. Unique Myelofibrosis Patients 400 300 200 100 0 MCF MCA 2008 2009 2010 2011 2012 2013
  64. 64. Lee’s Law of Social Media Measurement (and Thesis #18): As I approaches 0, ROI approaches ∞
  65. 65. Case Study #2: Traditional and Social Media Synergy
  66. 66. My Excellent Phillies Adventure
  67. 67. Social and Traditional Media Synergy • YouTube video leads to USA Today story • USA Today story leads to #wristpain Twitter chat with explanatory videos and trainee list • Twitter chat leads to patient procedure and blog post • Blog post leads to USA Today story
  68. 68. SMUG Thesis #9: Mass media will remain powerful levers that move - and are moved by - social media buzz ©2011 MFMER | 3139261-
  69. 69. SMUG Thesis #10: Social media strategies can’t compensate for an inferior offering or bad service ©2011 MFMER | 3139261-
  70. 70. ©2011 MFMER | 3139261- United Breaks Guitars Breaks United
  71. 71. ©2011 MFMER | 3139261-
  72. 72. Case Study #3: Patient Education Collaboration • Traditional, scripted patient education videos are costly and limited in application • More demand than we can afford to supply • Exploring alternative for videos covering FAQs • Short, procedurally focused videos are ideal • Huge potential savings (or expansion of video availability) • Crossover potential for demand generation
  73. 73. Calculating ROI • Cost of shooting and editing < $200 • Cost of storage: $0 • Cost of distribution: $0 • Value of time saved • (NG pts/year x minutes/pt x $/hr/60 x self-serve %): $?,??? • Increase in patient satisfaction: $?,??? • Other “marketing” benefits: $?
  74. 74. Mayo Clinic Center for Social Media Strategy • Represent Mayo Clinic well as a institution in general-purpose social networking platforms • Consult with Mayo stakeholders in developing integrated social media strategies and provide resources for execution (“Teach a man to fish...”) • Professionalism Standards (Fishing etiquette) • Platform Development (Fishing poles/nets) • Training/Consultation (Fishing lessons) • Offer these resources to peers and gather community to develop and share best practices through the Social Media Health Network
  75. 75. #SocialAtMayo - May 2013
  76. 76. Power, Flexibility of Community Platform • Some content can be universally available • Various levels of access based on individual permissions for logged-in users • Mobile optimized • Option to link to Facebook, Twitter, LinkedIn accounts • Customization opportunities with possible cost sharing on generally applicable feature requests • Secure, HIPAA-compliant groups
  77. 77. Closing Case Study: Cardiac Amyloidosis Videos
  78. 78. Closing Case Study: Cardiac Amyloidosis Videos
  79. 79. Closing Case Study: Cardiac Amyloidosis Videos • Improving quality of information available to patients worldwide • Saving time, deepening conversations • Referrals • Academic standing and research opportunities
  80. 80. Seizing Serendipitous Opportunities: The Octogenarian Idol Example • Embedded in Sharing Mayo Clinic, posted to Facebook, Tweeted on 4/7/09
  81. 81. The next day...
  82. 82. 4,000 2,000 1,000 0 3,000 1,095 3,085 4/7/09 4/8/09 Total Views
  83. 83. 30,000 15,000 7,500 0 22,500 1,095 3,085 26,973 4/7/09 4/8/09 4/13/09 Total Views
  84. 84. 70,000 35,000 17,500 0 52,500 1,095 3,085 26,973 64,778 4/7/09 4/8 4/13 4/22 Total Views
  85. 85. 200,000 100,000 50,000 0 150,000 1,095 3,085 26,973 64,778 187,956 4/7/09 4/8 4/13 4/22 5/3 Total Views
  86. 86. 250,000 125,000 62,500 0 187,500 1,095 3,085 26,973 64,778 187,956 228,055 4/7 4/8 4/13 4/22 5/3 5/4 Total Views
  87. 87. 300,000 150,000 75,000 0 225,000 Total Views 1,095 3,085 26,973 64,778 187,956 228,055 292,766 4/7 4/8 4/13 4/22 5/3 5/4 5/5
  88. 88. 600,000 300,000 150,000 0 450,000 Total Views 1,095 3,085 26,973 64,778 187,956 228,055 292,766 555,675 4/7/094/8/094/13/094/22/095/3/09 5/4/09 5/5/09 5/10/09
  89. 89. 700,000 350,000 175,000 0 525,000 Total Views 187,956228,055 1,095 3,08526,97364,778 292,766 555,675 692,713 4/7 4/8 4/13 4/22 5/3 5/4 5/5 5/10 5/12
  90. 90. 1,100,000 550,000 275,000 0 825,000 Total Views 187,956228,055292,766 1,0953,08526,97364,778 555,675 692,713 1,002,122 4/7 4/8 4/13 4/22 5/3 5/4 5/5 5/10 5/12 5/15
  91. 91. Early Morning May 26
  92. 92. May 26, 2009: Live in Studio Good Morning America
  93. 93. Results to Date • More than 10 million views on YouTube • Over 1.5 million on Sharing Mayo Clinic • From 200 views/month to 5,000 views/hour • Validation of SMUG Thesis #26
  94. 94. #26: Your mileage may vary, but you’ll go a lot further if you get a car.
  95. 95. For Further Interaction: • Google Lee Aase or SMUG U • @LeeAase on Twitter • For Social Media Health Network information • http://network.socialmedia.mayoclinic.org/ mccsm/joining-the-network/ • Contact Mayo Clinic Center for Social Media • By email: socialmediacenter@mayo.edu • By phone: 507-538-1091

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