The document discusses using social media tools for patient advocacy. It describes the Mayo Clinic Center for Social Media's mission to lead the social media revolution in healthcare. It outlines the Center's Social Media Health Network membership group and provides an agenda for increasing understanding and confidence with social media. Specific social media tools are introduced, such as blogs, RSS, podcasts, social networks, wikis, YouTube, and SlideShare. Case studies demonstrate how Mayo Clinic has used social media successfully. The key points are to deepen knowledge of social tools and think creatively about how to use them for communication strategies.

1. Lee Aase
Mayo Clinic Center for Social Media
October 11, 2013
Using Social Media Tools in Patient
Advocacy

2. 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.

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A Catalyst for Social Media

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
• >140 member organizations
• Individual memberships and Patient Advocate
Associate memberships

5. Agenda
• Increase your personal understanding, comfort
and confidence with social media
• Spur creative thinking on ways you can apply
these tools toward important objectives
• You will believe that using social media tools is
worthwhile and that you can do it

6. Bringing Hope to the Mediocre

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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 2003
• Media Relations/Research Comm
• Syndication and Social Media
• Director, Center for Social Media since 2010

8. One more reason why you can do this...

9. Intro to Today’s FREE Tools
Blogs RSS
Podcasts Social Networks
Skype YouTube
Wikis Twitter
Slideshare uStream

10. 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

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

12. 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

13. 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

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16. Social Networking Sites

17. Wikis
• Collaborative editing tools
• Wikipedia the most famous
• 3.2 million articles in English
• Definitive stories quickly on
• 35W Bridge Collapse
• Virginia Tech shooting
• Sandy Hook shooting
• Boston Marathon bombing

19. YouTube
• World’s second largest search engine
• “The world has voted, and we want to watch
videos on YouTube.” - Andy Sernovitz,
SocialMedia.org

20. The Revolutionary impact of
consumer-grade video

22. Slideshare.net: YouTube for PowerPoint

23. A Presentation that created an Alter Ego

36. Thesis #1: Air was the original
social medium

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Patient Word of Mouth
2009 Patient Brand Monitor, n=900
• 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

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Sources Influencing Preference
for Mayo Clinic
Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic;
*differs significantly from Q2-2010
5
5
13
25
26
29
33
48
62
82Word of mouth
News stories
Hospital ratings
Internet
MD recommendation
Personal experience
Advertising
Direct mail
Social media
Insurance plan
2010 study (n=119)

40. #2: Electronic tools merely
facilitate broader, more efficient
transmission by overcoming
inertia and friction

42. #17: Social media are free in
any ordinary sense of the word
(or at least ridiculously
inexpensive)

43. Total Cost for Mayo Clinic Facebook,
YouTube and Twitter
$0.00

45. In the European Union, based on current
exchange rates:
€0,00

46. #18: As I approaches zero,
ROI approaches infinity

49. Unique Myelofibrosis Patients
0
100
200
300
400
2008 2009 2010 2011
MCF MCA

50. #22: Social media are an
essential part of a balanced
communications diet

51. Basic Social Media “Food Groups”

52. Blogs: The Undiscovered Territory
• A blog is just an easy-to-publish Web site that
allows comments
• Blogs can match look and feel of your Web
site and infuse dynamic content
• Blogs give you a social media “home base”
• Blogs give you much more control over user
experience than any other social platform

53. Sharing Mayo Clinic/Patient Stories Example
• Relevant patient stories help patients choose
Mayo Clinic
• Patient stories on MayoClinic.org were formerly
freelancer-produced, relatively expensive
• Sharing Mayo Clinic - stories in patients’ own
words - launched in 2009
• 2012 Project combined Sharing and legacy
stories, featured on .org disease/condition pages
through “Mayo Consumer Vocabulary” tagging

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57. 4 Key Points to Remember
• Deepen your knowledge of social tools so you
can think creatively about how to use them
• Maintain a balanced communications diet
• Integrate social tools with your overall strategy
and communication/marketing projects
• Think about how social tools can give legs to
your existing content and enable you to make
previously impossible connections

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Free Guest Account

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Patient Advocate Membership - $45/year

60. For Further Interaction:
• Google Lee Aase or SMUG U
• @LeeAase on Twitter
• network.socialmedia.mayoclinic.org