Georgia HIT Summit Keynote

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Slides from my presentation on Dec. 4, 2012 at the HIT Summit in Atlanta, GA.

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Georgia HIT Summit Keynote

  1. 1. Bringing the Social Media Revolutionto Health CareLee AaseMayo Clinic Center for Social MediaDecember 4, 2012#GAHealthIT
  2. 2. The book on social media in health care... • Thought Leader Essays • The “Why?” of health care social media • Available on Amazon • MCCSM Bulk discounts • http://mayocl.in/OGvNCx • Net proceeds will fund patient scholarships #MCCSMbook
  3. 3. Agenda• Education on social media • Mayo Clinic social media history and examples • The historical import of social media• Information and learning resources• Inspiration on how social tools can help you accomplish your goals• Provocation of thought and discussion
  4. 4. Health Disclaimer: With 139 slides in 45 minutes(one every 19.4 seconds) it mayseem like a strobe light is in use
  5. 5. The Hidden Agenda• You will see the transformational power of social media• You will want to join the Social Media Revolution• You will have arguments you can use to make the case for engagement in your organization• You will believe that using social media tools is worthwhile and that you can do it
  6. 6. Two Heroes Six Magic WordsFour Reasons WhyThey’re True for You
  7. 7. “I’ll bet Icould do that!”
  8. 8. About Lee Aase (@LeeAase)• B.S. Political Science, Chemistry minor• 14 years in politics and government at local, state, national levels• Mayo Clinic since April 2000 • Media relations consultant • Public Affairs Manager (2003-2010) • Director, Center for Social Media since July 2010
  9. 9. 2010 Brand Preference SummaryHealth Care Decision-Makers Aged 25+ Total Mayo Clinic 12.5 6.1 18.6% AMC 1 4.1 3.5 7.6% AMC 2 3.6 2.5 6.1% AMC 3 2.3 1.1 3.4% AMC 4 1.60.9 2.5% AMC 5 1.0 0.8 1.8% 1.6% AMC 6 0.9 0.7 1.3% AMC 7 0.6 0.7 1st Mention Addl Mention 2010 US Consumer Brand Monitor, decision-makers 25+, n=5,279 ©2011 MFMER | slide-17
  10. 10. The Essential Role of Analogies ©2011 MFMER | slide-40
  11. 11. "If you can’t explain it to a six-year-old, you don’t understand it yourself."
  12. 12. Spot the analogy...http://leeaase.me/WhatIsTheInternetAnyway
  13. 13. When we don’t understand something, weinstinctively look for analogies• “What...do you write to it, like mail?”• Humans always try to explain the unknown in familiar categories• Therefore to build support for your social media applications • You need to create comfortable analogies so your stakeholders don’t invent scary ones • Good analogies can overcome prejudice and misperception
  14. 14. To use analogies to support applyingsocial media in a medical/scientific context• Develop deep knowledge of social media tools and their capabilities• Learn to think like a scientist• Understand your organization’s culture/DNA to explain social media in terms that resonate
  15. 15. Think like this guy...
  16. 16. The Greatness of MacGyver• He’s from Minnesota• Lack of resources wasn’t an insurmountable barrier to getting the job done• He saw potential in everyday situations*
  17. 17. A Brief History of Social Mediaat Mayo Clinic
  18. 18. Answering the burning question...
  19. 19. It all started with a tornado...
  20. 20. ©2011 MFMER | 3139261-
  21. 21. Mayo Clinic’s First Social Networkers
  22. 22. Dr. Henry Plummer: Inventor of the PMR
  23. 23. Mayo Clinic Medical EdgeSyndicated News Media Resources
  24. 24. First Foray in “New” Media• Existing Medical Edge radio mp3s• Launched Sept. ‘05; 8,217% download increase
  25. 25. Reasons for Reluctance about Blogging• Keeping the content fresh• Wise use of resources • Physician/Researcher • Public Affairs• Authenticity - didn’t want to “ghost blog”
  26. 26. My First Blog Post - 7/30/06Lines from Lee
  27. 27. Beyond the Hypochondriac Feed
  28. 28. Mayo Clinic Medical Edge TVSample Sound Bite
  29. 29. Recovering 99.41% for the 1-2% • Required almost no incremental MD effort • Process change - microphone on physician and interviewer • 90 minutes of editing per interview • More than 60,000 “hits” and 62 comments on Dr. Fischer’s podcast
  30. 30. Involuntary Social Networking Presence:http://myspace.com/mayoclinic
  31. 31. Facebook: 11/7/07
  32. 32. A Pivotal Presentation
  33. 33. Comparing Stanford vs. SMUG Stanford SMUG Tuition $52,341 $0 % of Applicants 7.1% 100% Admitted Mean Student $80,677 $0 Loan Debt Distinguished 1 President, 5 Alumni Justices, 6 TBD Senators Graduation Rate 95% 0
  34. 34. YouTube: Feb. ’08
  35. 35. 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 SocialMedia.org
  36. 36. Transforming YouTube Channel
  37. 37. @MayoClinic on Twitter: 4/29/08
  38. 38. The $4-a-month online newsroom
  39. 39. Let’s Talk “site” - May 2008
  40. 40. Sharing Mayo Clinic - Jan. 2009
  41. 41. http://connect.mayoclinic.org/http://network.socialmedia.mayoclinic.org/
  42. 42. Yammer - Feb. 2012
  43. 43. A Broader Historical Perspective...
  44. 44. Thesis #1: Air was the originalsocial medium
  45. 45. Patient Word of Mouth• 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 2009 Patient Brand Monitor, n=900 ©2011 MFMER | slide-18
  46. 46. Sources Influencing Preferencefor Mayo Clinic Word of mouth 82 News stories 62 Hospital ratings 48 Internet 33MD recommendation 29Personal experience 26 Advertising 25 Direct mail 13 Social media 5 2010 study (n=119) Insurance plan 5 Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic; *differs significantly from Q2-2010 ©2011 MFMER | slide-20
  47. 47. #2: Electronic tools merelyfacilitate broader, more efficienttransmission by overcominginertia and friction
  48. 48. #4: Social media are the thirdmillennium’s definingcommunications trend
  49. 49. Gutenberg: Global Mass LiteracyZuckerberg: Global Mass Publishing
  50. 50. #7: Hand-wringing about meritsand dangers of social media isas productive as debatinggravity
  51. 51. For those who think blocking is a viable long-term option...
  52. 52. As Uncle Ben would say...
  53. 53. Not that Uncle Ben. This Uncle Ben
  54. 54. Key Elements• All policies apply in social media, too • Privacy • Mutual Respect • Computer use• Generally don’t “friend” patients• Remember the “front page” rule
  55. 55. A Balanced Approach to Professionalism• Avoiding faux pas is important but cannot be the only standard for judging professionalism in social media• Professionalism is more than the absence of unprofessional conduct• Professionals have a moral obligation to use available tools effectively on behalf of those they serve
  56. 56. #9: Mass media will remainpowerful levers that move --and are moved by -- socialmedia buzz
  57. 57. The Octogenarian Idol Story• Alerted to interesting video of elderly couple playing piano in Gonda atrium• Video shot by another patient and uploaded to YouTube by her daughter• Video had been seen 1,005 times in six preceding months since upload• Embedded in Sharing Mayo Clinic, posted to Facebook, Tweeted on 4/7/09
  58. 58. The next day...
  59. 59. Six days later...
  60. 60. April 22
  61. 61. Sunday, May 3
  62. 62. May 4
  63. 63. May 10
  64. 64. May 11
  65. 65. May 12
  66. 66. May 15
  67. 67. Early Morning May 26
  68. 68. May 26, 2009: Live in StudioGood Morning America
  69. 69. Results to Date• More than 8.1 million views on YouTube• >1.5 million views on Sharing Mayo Clinic• From 200 views/month to 5,000 views/hour• National TV coverage in U.S. and Japan
  70. 70. #26: Your mileage may vary,but you’ll go a lot further if youget a car
  71. 71. #11: Social media strategiescan help make a product,service or experience better
  72. 72. Dr. Sreenivas Koka
  73. 73. #13: Social media tools offerunprecedented opportunity fortransformational change andproductivity
  74. 74. Too soon old...too late smart
  75. 75. ROI Calculation• Time allotted for recruitment calls: 30 min• Time to create video: 60 min• Time saved per call: 10 min• Calls made April-Nov 2011: 90• Total time saved: 900 minutes (and rising)• ROI: > 1,400%
  76. 76. #17: Social media are free inany ordinary sense of the word(or at least ridiculouslyinexpensive)
  77. 77. Total Cost for Mayo Clinic Facebook,YouTube and Twitter $0.00
  78. 78. In the EuropeanUnion, based oncurrent exchangerates:€0,00
  79. 79. #18: As I approaches zero,ROI approaches infinity
  80. 80. Unique Myelofibrosis Patients MCF MCA 400 300 200 100 0 2008 2009 2010 2011
  81. 81. #35: Social technologies willtransform healthcare ©2011 MFMER | 3139261-
  82. 82. The 37th ThesisApplying social media in health care isn’tjust inevitable: it’s the right thing to do inthe interest of patients.
  83. 83. 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. ©2011 MFMER | 3139261-
  84. 84. A Catalyst for Social Media ©2011 MFMER | slide-40
  85. 85. 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 eligible to join, but not accepting industry grant funding• >140 member organizations
  86. 86. Mayo Clinic CEO Dr. John Noseworthy atMayo Clinic Social Media Summit - Oct. 2011
  87. 87. Mayo Clinic CEO Dr. John Noseworthy atMayo Clinic Social Media Summit - Oct. 2011
  88. 88. The book on social media in health care... • Thought Leader Essays • The “Why?” of health care social media • Available on Amazon • MCCSM Bulk discounts • http://mayocl.in/OGvNCx • Net proceeds will fund patient scholarships #MCCSMbook
  89. 89. For Further Interaction:• Google Lee Aase or SMUG U• aase.lee@mayo.edu• @LeeAase• http://socialmedia.mayoclinic.org

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