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

1. Bringing the Social Media Revolution
to Health Care
Lee Aase
Mayo Clinic Center for Social Media
December 4, 2012
#GAHealthIT

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. 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. Health Disclaimer:
With 139 slides in 45 minutes
(one every 19.4 seconds) it may
seem like a strobe light is in use

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. Two Heroes
Six Magic Words
Four Reasons Why
They’re True for You

8. “I’ll bet I
could do
that!”

11. 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

16. 2010 Brand Preference Summary
Health 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 Add'l Mention
2010 US Consumer Brand Monitor, decision-makers 25+, n=5,279
©2011 MFMER | slide-17

17. The Essential Role of Analogies
©2011 MFMER | slide-40

18. "If you can’t explain it to a six-year-
old, you don’t understand it yourself."

19. Spot the analogy...
http://leeaase.me/WhatIsTheInternetAnyway

20. When we don’t understand something, we
instinctively 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

21. To use analogies to support applying
social 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

22. Think like this guy...

23. 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*

25. A Brief History of Social Media
at Mayo Clinic

26. Answering the burning question...

27. It all started with a tornado...

28. ©2011 MFMER | 3139261-

29. Mayo Clinic’s First Social Networkers

30. Dr. Henry Plummer: Inventor of the PMR

31. Mayo Clinic Medical Edge
Syndicated News Media Resources

32. First Foray in “New” Media
• Existing Medical Edge radio mp3s
• Launched Sept. ‘05; 8,217% download increase

33. Reasons for Reluctance about Blogging
• Keeping the content fresh
• Wise use of resources
• Physician/Researcher
• Public Affairs
• Authenticity - didn’t want to “ghost blog”

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

35. Beyond the Hypochondriac Feed

36. Mayo Clinic Medical Edge TV
Sample Sound Bite

37. 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

39. Involuntary Social Networking Presence:
http://myspace.com/mayoclinic

41. Facebook: 11/7/07

42. A Pivotal Presentation

51. 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

52. YouTube: Feb. ’08

53. 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

54. Transforming YouTube Channel

55. @MayoClinic on Twitter: 4/29/08

56. The $4-a-month online newsroom

60. Let’s Talk “site” - May 2008

61. Sharing Mayo Clinic - Jan. 2009

62. http://connect.mayoclinic.org/
http://network.socialmedia.mayoclinic.org/

63. Yammer - Feb. 2012

64. A Broader Historical Perspective...

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

71. 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

72. Sources Influencing Preference
for Mayo Clinic
Word of mouth 82
News stories 62
Hospital ratings 48
Internet 33
MD recommendation 29
Personal 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

73. #2: Electronic tools merely
facilitate broader, more efficient
transmission by overcoming
inertia and friction

75. #4: Social media are the third
millennium’s defining
communications trend

77. Gutenberg: Global Mass Literacy
Zuckerberg: Global Mass Publishing

79. #7: Hand-wringing about merits
and dangers of social media is
as productive as debating
gravity

81. For those who think blocking is a viable long-
term option...

83. As Uncle Ben would say...

84. Not that Uncle Ben. This Uncle Ben

86. Key Elements
• All policies apply in social media, too
• Privacy
• Mutual Respect
• Computer use
• Generally don’t “friend” patients
• Remember the “front page” rule

87. 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

88. #9: Mass media will remain
powerful levers that move --
and are moved by -- social
media buzz

89. 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

90. The next day...

91. Six days later...

92. April 22

93. Sunday, May 3

96. May 4

97. May 10

99. May 11

100. May 12

101. May 15

102. Early Morning May 26

103. May 26, 2009: Live in Studio
Good Morning America

106. 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

107. #26: Your mileage may vary,
but you’ll go a lot further if you
get a car

108. #11: Social media strategies
can help make a product,
service or experience better

109. Dr. Sreenivas Koka

110. #13: Social media tools offer
unprecedented opportunity for
transformational change and
productivity

111. Too soon old...too late smart

112. 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%

113. #17: Social media are free in
any ordinary sense of the word
(or at least ridiculously
inexpensive)

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

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

116. #18: As I approaches zero,
ROI approaches infinity

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

122. #35: Social technologies will
transform healthcare
©2011 MFMER | 3139261-

131. 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.

132. 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-

133. A Catalyst for Social Media
©2011 MFMER | slide-40

134. 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

135. Mayo Clinic CEO Dr. John Noseworthy at
Mayo Clinic Social Media Summit - Oct. 2011

136. Mayo Clinic CEO Dr. John Noseworthy at
Mayo Clinic Social Media Summit - Oct. 2011

137. 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

138. For Further Interaction:
• Google Lee Aase or SMUG U
• aase.lee@mayo.edu
• @LeeAase
• http://socialmedia.mayoclinic.org