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Lee Aase
Mayo Clinic Center for Social Media
June 11, 2014
Making Social Media Practical:
Applying Transformative Technologies
in Health Care
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)
Three Claims to Fame for Rochester, MN
• Mayo Clinic
• Patients from every U.S. state and >140
countries every year
• More than 1 of 5 travel >500 miles
• Celebrating Sesquicentennial this year
• IBM’s largest facility (in square feet), and...
Agenda
• How social networking built Mayo Clinic’s brand
• How changes in the media landscape have
created opportunities (and challenges)
• Bottom-line benefits of applying social media:
Three Case Studies
• You will believe that
• Getting more actively involved in social
networking is worthwhile, and
• You can do it!
Two Heroes
Six Magic Words
Four Reasons Why
They’re True for You
©2011 MFMER | 3139261-
“I’ll bet I
could do
that!”
Bringing Hope to the Mediocre
©2011 MFMER | 3139261-
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 2004
• Media Relations/Research Comm
• Syndication and Social Media
©2011 MFMER | 3139261-
©2011 MFMER | 3139261-
©2011 MFMER | 3139261-
Mr. Peabody and Sherman
©2011 MFMER | 3139261-
150 Years Ago
A precipitating event in 1883...
©2011 MFMER | 3139261-
Mayo Clinic’s First Social Networkers
©2011 MFMER | 3139261-
Social Networking is part of the
Mayo Clinic DNA and is
fundamental to health care
©2011 MFMER | 3139261-
From their day through most of the 20th
Century, reaching large audiences via
media was simple but expensive...
©2011 MFMER | 3139261-
...or you could “earn” an audience by
getting past one of these gatekeepers
©2011 MFMER | 3139261-
Big media sold audiences to advertisers
at monopoly prices
©2011 MFMER | 3139261-
But then Ted Turner revolutionized TV...
©2011 MFMER | 3139261-
...one of these guys invented the Internet
...and the Big Media didn't see it coming.
©2011 MFMER | 3139261-
Opening New Opportunities and Shifting
the Balance in Media and Social Networking
• From simple and expensive to complex and “free”
• Overcoming barriers of time and space
• Diminishing “big media” oligopoly
• From Almighty Dollar to King Content
• From MacArthur to McGyver
©2011 MFMER | slide-20
Sources of Information 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)
Mayo Clinic Medical Edge
Syndicated News Media Resources
First Foray in “New” Media
• Existing Medical Edge radio mp3s
• Launched Sept. ’05
• Downloads increased 8,217% Oct. vs. Aug.
Beyond the Hypochondriac feed
Mayo Clinic Medical Edge Sample
Sound Bite
Involuntary Social Network Representation
myspace.com/mayoclinic
Facebook: 11/7/07
Twitter: 4/29/08
YouTube: Feb ’08
The Revolutionary impact of
consumer-grade video
Dramatically increased number of videos
and depth of content
Case Study #1:
The Power of Consumer-Grade Video
Unique Myelofibrosis Patients
0
100
200
300
400
2008 2009 2010 2011 2012 2013
MCF MCA
Lee’s Law of Social Media Measurement:
As I approaches 0,
ROI approaches
∞
Case Study #2:
Traditional and Social Media Synergy
My Excellent Phillies Adventure
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
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
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: $?
The Cost of Non-Participation:
The Pertussis Experience
• With introduction of DTP vaccine, U.S. pertussis
cases declined 90 percent in 15 years, from
120,000 cases in 1950 to 6,800 in 1965.
• For 37 years, cases never exceeded 10,000/yr.
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
Key Elements
• All policies apply in social media, too
• Privacy
• Mutual Respect
• Computer use
• Generally don’t “friend” patients
• Remember the “front page” rule
Guidelines are Necessary but Not Sufficient
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
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.
©2011 MFMER | slide-40
A Catalyst for Social Media
Applying Social Media Throughout
Mayo Clinic
• Mayo Clinic Connect community
• Mayo Clinic News Network
• Supporting Clinical Practice
• Supporting Research
• Recruitment for clinical trials
• Therapeutic applications
• Supporting Education
• Continuing education promotion
• Integration within courses
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
Health Care Social Media List Opportunities
• Check out the Georgia listings
• If your hospital is included you can claim and
manage your listing
• If your hospital is not yet included, you can
submit your listing
Social Media Residency
• One-day crash course
• Intro to tools and hands-on experience
• Strategic framework for application
And finally, our Mayo Clinic CEO
John Noseworthy, MD
on why we believe this is so
important.
©2011 MFMER | 3139261-
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: 507-538-1091

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Georgia Hospital Association on Health Care Social Media

  • 1. Lee Aase Mayo Clinic Center for Social Media June 11, 2014 Making Social Media Practical: Applying Transformative Technologies in Health Care
  • 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. Three Claims to Fame for Rochester, MN • Mayo Clinic • Patients from every U.S. state and >140 countries every year • More than 1 of 5 travel >500 miles • Celebrating Sesquicentennial this year • IBM’s largest facility (in square feet), and...
  • 4.
  • 5. Agenda • How social networking built Mayo Clinic’s brand • How changes in the media landscape have created opportunities (and challenges) • Bottom-line benefits of applying social media: Three Case Studies • You will believe that • Getting more actively involved in social networking is worthwhile, and • You can do it!
  • 6. Two Heroes Six Magic Words Four Reasons Why They’re True for You
  • 7.
  • 8. ©2011 MFMER | 3139261- “I’ll bet I could do that!”
  • 9. Bringing Hope to the Mediocre
  • 10. ©2011 MFMER | 3139261- 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 2004 • Media Relations/Research Comm • Syndication and Social Media
  • 11. ©2011 MFMER | 3139261-
  • 12. ©2011 MFMER | 3139261-
  • 13. ©2011 MFMER | 3139261-
  • 14.
  • 15. Mr. Peabody and Sherman
  • 16. ©2011 MFMER | 3139261- 150 Years Ago
  • 17. A precipitating event in 1883...
  • 18. ©2011 MFMER | 3139261-
  • 19. Mayo Clinic’s First Social Networkers
  • 20. ©2011 MFMER | 3139261- Social Networking is part of the Mayo Clinic DNA and is fundamental to health care
  • 21. ©2011 MFMER | 3139261- From their day through most of the 20th Century, reaching large audiences via media was simple but expensive...
  • 22. ©2011 MFMER | 3139261- ...or you could “earn” an audience by getting past one of these gatekeepers
  • 23. ©2011 MFMER | 3139261- Big media sold audiences to advertisers at monopoly prices
  • 24. ©2011 MFMER | 3139261- But then Ted Turner revolutionized TV...
  • 25. ©2011 MFMER | 3139261- ...one of these guys invented the Internet
  • 26. ...and the Big Media didn't see it coming.
  • 27. ©2011 MFMER | 3139261- Opening New Opportunities and Shifting the Balance in Media and Social Networking • From simple and expensive to complex and “free” • Overcoming barriers of time and space • Diminishing “big media” oligopoly • From Almighty Dollar to King Content • From MacArthur to McGyver
  • 28. ©2011 MFMER | slide-20 Sources of Information 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)
  • 29. Mayo Clinic Medical Edge Syndicated News Media Resources
  • 30. First Foray in “New” Media • Existing Medical Edge radio mp3s • Launched Sept. ’05 • Downloads increased 8,217% Oct. vs. Aug.
  • 32. Mayo Clinic Medical Edge Sample Sound Bite
  • 33.
  • 34. Involuntary Social Network Representation myspace.com/mayoclinic
  • 35.
  • 39. The Revolutionary impact of consumer-grade video
  • 40.
  • 41.
  • 42. Dramatically increased number of videos and depth of content
  • 43.
  • 44. Case Study #1: The Power of Consumer-Grade Video
  • 45.
  • 46. Unique Myelofibrosis Patients 0 100 200 300 400 2008 2009 2010 2011 2012 2013 MCF MCA
  • 47. Lee’s Law of Social Media Measurement: As I approaches 0, ROI approaches ∞
  • 48. Case Study #2: Traditional and Social Media Synergy
  • 49.
  • 50.
  • 51.
  • 53.
  • 54.
  • 55.
  • 56.
  • 57.
  • 58.
  • 59.
  • 60.
  • 61.
  • 62.
  • 63.
  • 64.
  • 65.
  • 66. 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
  • 67. 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
  • 68.
  • 69.
  • 70. 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: $?
  • 71. The Cost of Non-Participation: The Pertussis Experience • With introduction of DTP vaccine, U.S. pertussis cases declined 90 percent in 15 years, from 120,000 cases in 1950 to 6,800 in 1965. • For 37 years, cases never exceeded 10,000/yr.
  • 72. 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
  • 73.
  • 74. Key Elements • All policies apply in social media, too • Privacy • Mutual Respect • Computer use • Generally don’t “friend” patients • Remember the “front page” rule
  • 75. Guidelines are Necessary but Not Sufficient
  • 76.
  • 77. 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
  • 78. 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.
  • 79. ©2011 MFMER | slide-40 A Catalyst for Social Media
  • 80. Applying Social Media Throughout Mayo Clinic • Mayo Clinic Connect community • Mayo Clinic News Network • Supporting Clinical Practice • Supporting Research • Recruitment for clinical trials • Therapeutic applications • Supporting Education • Continuing education promotion • Integration within courses
  • 81. 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
  • 82.
  • 83. Health Care Social Media List Opportunities • Check out the Georgia listings • If your hospital is included you can claim and manage your listing • If your hospital is not yet included, you can submit your listing
  • 84. Social Media Residency • One-day crash course • Intro to tools and hands-on experience • Strategic framework for application
  • 85. And finally, our Mayo Clinic CEO John Noseworthy, MD on why we believe this is so important.
  • 86. ©2011 MFMER | 3139261-
  • 87. 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: 507-538-1091