Evolution of the Social Media Revolution in Health Care

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My presentation on July 24, 2014 to the Minnesota Medical Group Management Association in Duluth.

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Evolution of the Social Media Revolution in Health Care

  1. 1. Lee Aase Mayo Clinic Center for Social Media July 24, 2014 The Evolution of the Social Media Revolution in Health Care
  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- About Lee Aase (@LeeAase) • 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)
  4. 4. Bringing Hope to the Mediocre
  5. 5. One more reason why you can do this...
  6. 6. Why avoidance is not an option
  7. 7. Agenda • Mayo Clinic’s history in social networking and experience in social media • ROI case studies: showing bottom-line benefits • Applying social media throughout the health care enterprise • Resources, opportunities and provocations
  8. 8. ©2011 MFMER | 3139261- Today’s Presentation is brought to you by the number 0
  9. 9. ©2011 MFMER | 3139261- The Most Important Word in Web 2.0
  10. 10. ©2011 MFMER | 3139261-
  11. 11. ©2011 MFMER | 3139261- Other Recommended Reading • Clay Shirky • Here Comes Everybody: The Power of Organizing without Organizations • Cognitive Surplus: How Technology Makes Consumers into Collaborators • Clayton Christensen • The Innovator’s Dilemma: The Revolutionary Book That Will Change the Way You Do Business • The Innovator’s Solution: Creating and Sustaining Successful Growth • The Innovator’s Prescription: A Disruptive Solution for Health Care
  12. 12. ©2011 MFMER | 3139261-
  13. 13. ©2011 MFMER | 3139261-
  14. 14. ©2011 MFMER | 3139261-
  15. 15. What Rochester has that they don’t:
  16. 16. ©2011 MFMER | 3139261-
  17. 17. A precipitating event...
  18. 18. ©2011 MFMER | 3139261-
  19. 19. Mayo Clinic’s First Social Networkers
  20. 20. ©2011 MFMER | 3139261- Social Networking is part of the Mayo Clinic DNA and is fundamental to health care
  21. 21. ©2011 MFMER | 3139261-
  22. 22. ©2011 MFMER | slide-18 Patient Word of Mouth (2010 figures) 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
  23. 23. ©2011 MFMER | slide-20 Sources Influencing Preference for Mayo Clinic (2010) 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)
  24. 24. Mayo Clinic Medical Edge Syndicated News Media Resources
  25. 25. First Foray in “New” Media • Existing Medical Edge radio mp3s • Launched Sept. ’05 • Downloads increased 8,217% Oct. vs. Aug.
  26. 26. ©2011 MFMER | 3139261-
  27. 27. Beyond the Hypochondriac feed
  28. 28. Mayo Clinic Medical Edge Sample Sound Bite
  29. 29. Involuntary Social Network Representation myspace.com/mayoclinic
  30. 30. Facebook: 11/7/07
  31. 31. The Revolutionary impact of consumer-grade video
  32. 32. Dramatically increased number of videos and depth of content
  33. 33. Sharing Mayo Clinic - January 2009
  34. 34. ROI Case Study #1: Reuben Mesa, M.D. and Myelofibrosis
  35. 35. Unique Myelofibrosis Patients 0 100 200 300 400 2008 2009 2010 2011 2012 2013 MCF MCA
  36. 36. ROI Case Study #2: Discovery by Richard Berger, M.D. Ph.D UT Ligament Split Tear
  37. 37. ROI Case Study #3: Time Savings through Internal Social Networking • MCCSM Daily 8:15 a.m. check-in meeting/call • Moved to a Yammer thread in October, saving 12 minutes/day x 10 members x 250 days/year = 500 hours/year (nearly 0.25 FTE or $20,000)
  38. 38. ROI Example #4: Patient Education Collaboration Opportunities • Videos covering FAQs • Short, procedurally focused videos are ideal • Huge potential savings - competing vs. non- production • Crossover potential for demand generation
  39. 39. 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: $?
  40. 40. Lee’s Law of Social Media Measurement: As I approaches 0, ROI approaches ∞
  41. 41. A 2009 Email from Dr. Noseworthy • Paraphrased version: I know we’re doing a lot in social media, but have we considered whether a bigger investment is warranted? • January 2010 meeting Dr. Noseworthy and Shirley Weis endorsed concept of Center for Social Media • Planning team from across Mayo gathered • Announced MCCSM in July 2010
  42. 42. 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.
  43. 43. ©2011 MFMER | slide-40 A Catalyst for Social Media
  44. 44. ©2011 MFMER | 3139261-
  45. 45. 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
  46. 46. Applying Social Media Throughout Mayo Clinic • Bonus features and interactivity for publications • Research • Recruitment for clinical trials • Therapeutic applications • Education • Continuing education promotion • Integration within courses • Practice • Introductory videos for providers • Time-saving educational videos
  47. 47. Social Media Residency • One-day intro to tools and hands-on experience • Strategic framework for application • Open to Mayo and non-Mayo participants
  48. 48. Social Media Week at Mayo Clinic Oct. 20-23, 2014
  49. 49. Final Provocations: • Sometimes the perfect can be the enemy of the good. Take the side of the good. Or even the not quite good enough. • Failure to apply social media in health care is unwise today and will be unprofessional in the future. • The next big thing for social media in health care is for social media in health care to not be a big thing.
  50. 50. For Further Interaction: • Google Lee Aase or MCCSM • @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: 507-538-1092

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