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Going Viral against HIV and STIs

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My presentation at this conference sponsored by the New York State Department of Health.

My presentation at this conference sponsored by the New York State Department of Health.

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Going Viral against HIV and STIs

  1. 1. Bringing the Social Media Revolution to Health Care Lee Aase (@LeeAase) Director, Mayo Clinic Center for Social Media #MCCSM December 7, 2010
  2. 2. Health Advisory for Patients with Epilepsy: This presentation does not use strobe lights, but with 108 slides in 30 minutes (one every 16.7 seconds) it may seem like it.
  3. 3. Agenda: Encouragement Inspiration Argumentation
  4. 4. Six Magic Words and Four Reasons Why They’re True for You
  5. 5. “I’ll bet I could do that!”
  6. 6. 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
  7. 7. 2009 Brand Preference Summary Healthcare Decision-Makers Aged 25+ Total Mayo Clinic 13 5.4 18.4% AMC 1 4 2.5 6.6% AMC 2 2 1.5 4.8% AMC 3 2 1.4 3.4% AMC 4 2 1.1 2.8% AMC 5 1 1.3 2.3% AMC 6 2 0.8 2.3% 1st Mention 2009 US Consumer Brand Monitor, n=3336 Add'l Mention
  8. 8. My First Blog Post on Lines from Lee
  9. 9. Thesis #1: Air was the original social medium
  10. 10. Sources of Information Influencing Preference for Mayo Clinic Word of mouth 84 Stories in the media 57 MD recommendation 44 Advertising 27 Internet/Websites 26 Personal experience 24 Mailings to home 18 0 20 40 60 80 100
  11. 11. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  12. 12. #4: Social media are the third millennium’s defining communications trend
  13. 13. Gutenberg: Global Mass Literacy Zuckerberg: Global Mass Publishing
  14. 14. #7: Hand-wringing about merits and dangers of social media is as productive as debating gravity.
  15. 15. You already have all the risks of social media... Why not get some of the benefits, too?
  16. 16. If you think blocking is a viable long-term option...
  17. 17. #9: Mass media will remain powerful levers that move -- and are moved by -- social media buzz
  18. 18. 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
  19. 19. The next day...
  20. 20. Six days later...
  21. 21. April 22
  22. 22. Sunday, May 3
  23. 23. May 4
  24. 24. Cinco de Mayo
  25. 25. May 10
  26. 26. May 11
  27. 27. May 12
  28. 28. May 15
  29. 29. Early Morning May 26
  30. 30. May 26, 2009: Live in Studio Good Morning America
  31. 31. Results to Date • More than 7.4 million views on YouTube • >1.4 million views on Sharing Mayo Clinic • From 200 views/month to 5,000 views/hour • National TV coverage in U.S. and Japan
  32. 32. #17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)
  33. 33. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
  34. 34. In the European Union, based on current exchange rates: €0,00
  35. 35. MSRP for HD Video Camera $149.99
  36. 36. What’s wrong with this picture?
  37. 37. newsblog.mayoclinic.org
  38. 38. sharing.mayoclinic.org
  39. 39. Yearly Cost for a Customized Blog $75.00
  40. 40. #18: As I approaches zero, ROI approaches infinity
  41. 41. Three More Magic Words: Try Free Stuff
  42. 42. #19: MacGyver is the model for social media success
  43. 43. The MacGyver Mindset
  44. 44. Mayo Clinic Medical Edge News Media Syndications
  45. 45. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  46. 46. Step 2: More, Longer Podcasts
  47. 47. Thesis #22: Social Media are an essential part of a balanced communications diet
  48. 48. SMUG Social Media Pyramid
  49. 49. #33: Social media will decrease diffusion time for research and innovations
  50. 50. Discovery by Richard Berger, M.D., Ph.D. Ulnotriquetral (UT) Ligament Split Tear
  51. 51. Jayson Werth’s Experience
  52. 52. USA Today Nov 12, 2009 3031031-7
  53. 53. Last Friday 3031031-9
  54. 54. Less than 24 hours after my initial appointment, I not only had a new diagnosis - a UT split tear - but had surgery to correct the problem. As I write this, my right arm is in a festive green, but otherwise annoying cast. The short-term hassle, however, should be more than worth the long-term gain - the potential for a future without chronic wrist pain. A future, that without Twitter and those in the medical community willing to experiment with new communications tools, might not exist for me. 3031031-10
  55. 55. 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.
  56. 56. Mayo Clinic Center for Social Media • Mission: Lead the social media revolution in health care, contributing to health and well being for people everywhere − Grow social media use by Mayo Clinic − Create resources for use at Mayo Clinic that can be shared with organizations wanting to use social media in health and health care
  57. 57. http://socialmedia.mayoclinic.org/
  58. 58. Social Media Health Network • Membership group associated with Mayo Clinic Center for Social Media • Open to organizations and individuals wanting to use social media to improve health and health care • Dues based on organization revenues • Industry members, but no industry grant funding
  59. 59. What do you get? • Access to resources to speed your organization’s adoption of social media − Curriculum/Training materials − Guidelines/Policies/Job Descriptions − Technical services and support • Free and discounted conferences, webinars, member meetings • Community, blogging platform options • Member site for sharing, learning
  60. 60. Charter Members • Mayo Clinic • Bon Secours Health System • Inova Health System • Mission Health System • Radboud University Nijmegen Medical Centre, Netherlands • Swedish Medical Center (Seattle)
  61. 61. For Further Interaction: • Google Lee Aase or SMUG U • @LeeAase on Twitter (or keep chatting at #MCCSM) • aase.lee@mayo.edu • http://socialmedia.mayoclinic.org

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