SlideShare a Scribd company logo
1 of 159
Bringing the Social Media Revolution
to Healthcare
Lee Aase, Director, Mayo Clinic Center for Social Media

Hospital Alliance for Research Collaboration
Sydney, NSW

November 9, 2011
Agenda
• Our social media experience
  • My personal history of involvement
  • Mayo Clinic’s journey to date and implications
• Why involvement in social media is not optional
  any more than telephone use is
• Inspiration on how social tools can help you
  accomplish your goals and better serve patients
Mayo Clinic Center for Social Media
• Established July 27, 2010
• 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.
External Advisory Board
• 29 members representing various perspectives
• Physicians (generalists and specialists), nurses,
  patient advocates, administrative staff, medical
  students
• Hugh Stephens represents non-U.S. medical
  students
• Board offers ideas and feedback as we develop
  initiatives
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, but no grant funding
• >90 member organizations
A Sample of Network Members
•   American Hospital Association
•   Radboud University Nijmegen Medical Center
•   Australian Private Hospitals Association
•   National Cancer Institute (U.S)
•   Children’s Hospital of Eastern Ontario
•   Vanderbilt University Medical Center
•   See Full List at http://socialmedia.mayoclinic.org/
    network/
One of my heroes...
Health Advisory:
For those with seizure
disorders, this presentation
does not use strobe lights,
though with 159 slides in 50
minutes (a flash every 18.9
seconds) it may seem like it...
Two More Heroes

 Six Magic Words
Four Reasons Why
They’re True for You
“I’ll bet I
could do
  that!”
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
  • Public Affairs Manager (2003-2010)
  • Director, Center for Social Media since July
    2010
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
A Brief History of Social Media
at Mayo Clinic
Mayo Clinic Medical Edge
Syndicated News Media Resources
First Foray in “New” Media




• Existing Medical Edge radio mp3s
• Launched Sept. ‘05; 8,217% download increase
Regrouping to Plan
Just as genomics is the future of personalized
medicine, personalized media are changing the
way people get the news and information they
want and need. But as genomics increasingly
supplements and improves traditional medicine
without replacing it, new media are helpful
additions to mainstream, mass media. We strongly
recommend reforming our processes to efficiently
produce content that can be used for both mass
media and personalized media.
          Content Creation Task Force, 7/26/2006
We recommend a three-phase approach. First, take
our existing products and, with minimum
incremental effort, place them in new media formats.
Second... work across teams ... to make best use of
the audio and video production resources we have.
Third, get more resources... to produce timely or
even daily content...

We have not recommended a blog strategy at this
time, primarily because we have emphasized
developing audio and video content that could have
multiple uses in both mass media and personalized
media, with relatively limited physician involvement.
Reasons for Reluctance about Blogging
• Keeping the content fresh
• Wise use of resources
  • Physician/Researcher
  • Public Affairs
• Authenticity - didn’t want to “ghost blog”
My First Blog Post - 7/30/06
Lines from Lee
Executing Phase One Strategy
Mayo Clinic Medical Edge TV
Sample Sound Bite
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
First Social Media Consultant: Feb. 2007
Blogging an Event: Nov. 2007
Involuntary Social Networking Presence:
http://myspace.com/mayoclinic
Facebook: 11/7/07
A Pivotal Presentation
Comparing Stanford vs. SMUG
                Stanford      SMUG

    Tuition      $52,341       $0
Comparing Stanford vs. SMUG
                   Stanford   SMUG

     Tuition       $52,341     $0

 % of Applicants    7.1%      100%
    Admitted
Comparing Stanford vs. SMUG
                   Stanford   SMUG

     Tuition       $52,341     $0

 % of Applicants    7.1%      100%
    Admitted
 Mean Student      $80,677     $0
  Loan Debt
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
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
Second Consultant: Jan. 2008




 “The world has voted, and we want to watch
 videos on YouTube.”
Reclaiming YouTube: Feb. ’08
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 the Social Media Business Council
Podcast Blog: April ’08
@MayoClinic on Twitter: 4/29/08
Transforming YouTube Channel
The $4-a-month online newsroom
Let’s Talk “site” - May 2008
Sharing Mayo Clinic - Jan. 2009
October 2010 - Patient Video Guides
Social Media Health Network Community
Feb. 2011
MayoClinic.org/Connect - Launched July ’11
A Broader Historical Perspective...
Thesis #1: Air was the original
social medium
Mayo Clinic’s First Social Networkers
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
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
#2: Electronic tools merely
facilitate broader, more efficient
transmission by overcoming
inertia and friction
#4: Social media are the third
millennium’s defining
communications trend
Gutenberg: Global Mass Literacy
Zuckerberg: Global Mass Publishing
#7: Hand-wringing about merits
and dangers of social media is
as productive as debating
gravity
If you think blocking is a viable long-term
option...
Implication
• You already have most of the risks... why not
  also get some of the benefits from these
  powerful tools?
Professionalism Project for Medical Residents
#9: Mass media will remain
powerful levers that move --
and are moved by -- social
media buzz
Octogenarian Idols
• Video of elderly couple from Ankeny, Iowa
  playing piano in Gonda atrium
• Video shot by another patient in Sept. 2008 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 April 7, 2009
The next day...
Six days later...
April 22
Sunday, May 3
May 4
May 10
May 11
May 15
Early Morning May 26
May 26, 2009: Live in Studio
Good Morning America
Results to Date

•   More than 7.7 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
#11: Social media strategies
can help make a product,
service or experience better
Dr. Sreenivas Koka
#13: Social media tools offer
unprecedented opportunity for
transformation change and
productivity
The Return on Investment
• Average time blocked for Network recruitment
  calls: 30 minutes
• Time required for video production: 60 minutes
• Average time saved per recruitment call since
  with video: 10 minutes
• Total calls made since April 1: 90
• Total minutes saved: 900
• ROI = 1,400%
#17: Social media are free in
any ordinary sense of the word
(or at least ridiculously
inexpensive)
Total Cost for Mayo Clinic Facebook,
YouTube and Twitter




    $0.00
In the European
Union, based on
current exchange
rates:


€0,00
#18: As I approaches zero,
ROI approaches infinity
#21: Technology makes things
possible. People make things
happen


                          ©2011 MFMER | 3139261-
Spontaneous Coronary Artery Dissection
SCAD?




Findings being published in
 MAYO CLINIC
PROCEEDINGS
September 2011 issue




                                      ©2011 MFMER | 3139261-
#33: Social media will reduce
diffusion time for research and
innovations
Discovery by Richard Berger, M.D., Ph.D.
Ulnotriquetral (UT) Ligament Split Tear
Jayson Werth’s Experience
Nov 12, 2009
USA Today




               3031031-7
Last Friday




              3031031-9
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
#35: Social technologies will
transform healthcare



                                ©2011 MFMER | 3139261-
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.
One more thing...

                    ©2011 MFMER | 3139261-
Emailer: “We should do something like this...”




                                            ©2011 MFMER | 3139261-
Criteria for Mayo Clinic Heart Video Project
• Not a “me too” copycat
• Could (should) be fun, but with a serious educational
  purpose
• Dancing to a popular song not enough
• Well-known original song for which we can do a
  meaningful parody




                                                     ©2011 MFMER | 3139261-
©2011 MFMER | 3139261-
©2011 MFMER | 3139261-
©2011 MFMER | 3139261-
Our “Know Your Numbers” Premise
• It’s 30 years since their first encounter
• Tommy is a changed man
   • He’s slowed down a bit
   • He’s no longer obsessed with Jenny’s phone
     number
   • He drives a minivan
• Jenny hasn’t changed her phone number
• He’s calling to tell her about some more important
  numbers. Instead of 876-5309, they are...



                                                       ©2011 MFMER | 3139261-
See full video at: http://KnowYourNumbers.me




                                               ©2011 MFMER | 3139261-
Campaign Elements
• YouTube Video
• Facebook application with interactive
  calculators for
   • Heart attack risk
   • LDL cholesterol
   • Body Mass Index
• Contest site at http://knowyournumbers.me/
For Further Interaction:
• @LeeAase on Twitter
• aase.lee@mayo.edu
• http://socialmedia.mayoclinic.org
• http://KnowYourNumbers.me

More Related Content

What's hot

HPRMS at New York Times
HPRMS at New York TimesHPRMS at New York Times
HPRMS at New York TimesLee Aase
 
Social Networking Applications and Today's Workforce
Social Networking Applications and Today's WorkforceSocial Networking Applications and Today's Workforce
Social Networking Applications and Today's WorkforceLee Aase
 
Social Media 110: Mayo Clinic's Social Media History
Social Media 110: Mayo Clinic's Social Media HistorySocial Media 110: Mayo Clinic's Social Media History
Social Media 110: Mayo Clinic's Social Media HistoryMayo Clinic
 
Creating Compelling Video Content
Creating Compelling Video ContentCreating Compelling Video Content
Creating Compelling Video ContentRob Halper
 
ASGE Slides Chicago August 2013
ASGE Slides Chicago August 2013ASGE Slides Chicago August 2013
ASGE Slides Chicago August 2013Lee Aase
 
Integrating Social Media and Mass Media for Maximum PR and Marketing Results
Integrating Social Media and Mass Media for Maximum PR and Marketing ResultsIntegrating Social Media and Mass Media for Maximum PR and Marketing Results
Integrating Social Media and Mass Media for Maximum PR and Marketing ResultsLee Aase
 
e-Patient Connections
e-Patient Connectionse-Patient Connections
e-Patient ConnectionsLee Aase
 
E-Mental Health and Word of Mouth
E-Mental Health and Word of MouthE-Mental Health and Word of Mouth
E-Mental Health and Word of MouthLee Aase
 
Social Media at Digestive Diseases Week
Social Media at Digestive Diseases WeekSocial Media at Digestive Diseases Week
Social Media at Digestive Diseases WeekLee Aase
 
Leveraging the Latest Social Tools and Networks to Enhance Clinical Trial Rec...
Leveraging the Latest Social Tools and Networks to Enhance Clinical Trial Rec...Leveraging the Latest Social Tools and Networks to Enhance Clinical Trial Rec...
Leveraging the Latest Social Tools and Networks to Enhance Clinical Trial Rec...Lee Aase
 
Healthcare Social Media and eProfessionalism Mayo Clinic Grand Rounds
Healthcare Social Media and eProfessionalism Mayo Clinic Grand RoundsHealthcare Social Media and eProfessionalism Mayo Clinic Grand Rounds
Healthcare Social Media and eProfessionalism Mayo Clinic Grand RoundsVandana Bhide
 
McKesson Presentation
McKesson PresentationMcKesson Presentation
McKesson PresentationLee Aase
 
Tampa Presentation
Tampa PresentationTampa Presentation
Tampa PresentationLee Aase
 
Mayo Clinic Emeriti Staff Tech Talk
Mayo Clinic Emeriti Staff Tech TalkMayo Clinic Emeriti Staff Tech Talk
Mayo Clinic Emeriti Staff Tech TalkLee Aase
 
HR Executive Forum Presentation
HR Executive Forum PresentationHR Executive Forum Presentation
HR Executive Forum PresentationLee Aase
 
Innovative Framework for Physician Engagement via Social Media- 061912
Innovative Framework for Physician Engagement via Social Media- 061912Innovative Framework for Physician Engagement via Social Media- 061912
Innovative Framework for Physician Engagement via Social Media- 061912Brian S. McGowan, PhD, FACEhp
 

What's hot (17)

HPRMS at New York Times
HPRMS at New York TimesHPRMS at New York Times
HPRMS at New York Times
 
Social Networking Applications and Today's Workforce
Social Networking Applications and Today's WorkforceSocial Networking Applications and Today's Workforce
Social Networking Applications and Today's Workforce
 
Social Media 110: Mayo Clinic's Social Media History
Social Media 110: Mayo Clinic's Social Media HistorySocial Media 110: Mayo Clinic's Social Media History
Social Media 110: Mayo Clinic's Social Media History
 
Creating Compelling Video Content
Creating Compelling Video ContentCreating Compelling Video Content
Creating Compelling Video Content
 
ASGE Slides Chicago August 2013
ASGE Slides Chicago August 2013ASGE Slides Chicago August 2013
ASGE Slides Chicago August 2013
 
Integrating Social Media and Mass Media for Maximum PR and Marketing Results
Integrating Social Media and Mass Media for Maximum PR and Marketing ResultsIntegrating Social Media and Mass Media for Maximum PR and Marketing Results
Integrating Social Media and Mass Media for Maximum PR and Marketing Results
 
Reshape09
Reshape09Reshape09
Reshape09
 
e-Patient Connections
e-Patient Connectionse-Patient Connections
e-Patient Connections
 
E-Mental Health and Word of Mouth
E-Mental Health and Word of MouthE-Mental Health and Word of Mouth
E-Mental Health and Word of Mouth
 
Social Media at Digestive Diseases Week
Social Media at Digestive Diseases WeekSocial Media at Digestive Diseases Week
Social Media at Digestive Diseases Week
 
Leveraging the Latest Social Tools and Networks to Enhance Clinical Trial Rec...
Leveraging the Latest Social Tools and Networks to Enhance Clinical Trial Rec...Leveraging the Latest Social Tools and Networks to Enhance Clinical Trial Rec...
Leveraging the Latest Social Tools and Networks to Enhance Clinical Trial Rec...
 
Healthcare Social Media and eProfessionalism Mayo Clinic Grand Rounds
Healthcare Social Media and eProfessionalism Mayo Clinic Grand RoundsHealthcare Social Media and eProfessionalism Mayo Clinic Grand Rounds
Healthcare Social Media and eProfessionalism Mayo Clinic Grand Rounds
 
McKesson Presentation
McKesson PresentationMcKesson Presentation
McKesson Presentation
 
Tampa Presentation
Tampa PresentationTampa Presentation
Tampa Presentation
 
Mayo Clinic Emeriti Staff Tech Talk
Mayo Clinic Emeriti Staff Tech TalkMayo Clinic Emeriti Staff Tech Talk
Mayo Clinic Emeriti Staff Tech Talk
 
HR Executive Forum Presentation
HR Executive Forum PresentationHR Executive Forum Presentation
HR Executive Forum Presentation
 
Innovative Framework for Physician Engagement via Social Media- 061912
Innovative Framework for Physician Engagement via Social Media- 061912Innovative Framework for Physician Engagement via Social Media- 061912
Innovative Framework for Physician Engagement via Social Media- 061912
 

Viewers also liked

Dys jan 6 ti ch. 1 and 2 narrated, 6 questions, vocab for next chapters
Dys jan 6 ti ch. 1 and 2 narrated, 6 questions, vocab for next chaptersDys jan 6 ti ch. 1 and 2 narrated, 6 questions, vocab for next chapters
Dys jan 6 ti ch. 1 and 2 narrated, 6 questions, vocab for next chaptersCodex 10168
 
Dys ti chapter 8 for monday
Dys ti chapter 8 for mondayDys ti chapter 8 for monday
Dys ti chapter 8 for mondayCodex 10168
 
Dys ti chapter 9 and 10
Dys ti chapter 9 and 10Dys ti chapter 9 and 10
Dys ti chapter 9 and 10Codex 10168
 
Slide-Driven Word Game for Eighth Graders: Look at This!
Slide-Driven Word Game for Eighth Graders: Look at This!Slide-Driven Word Game for Eighth Graders: Look at This!
Slide-Driven Word Game for Eighth Graders: Look at This!Codex 10168
 
Annotated o. henry gift of the magi with in slide questions and writing promp...
Annotated o. henry gift of the magi with in slide questions and writing promp...Annotated o. henry gift of the magi with in slide questions and writing promp...
Annotated o. henry gift of the magi with in slide questions and writing promp...Codex 10168
 
Als ppt conditions
Als ppt conditionsAls ppt conditions
Als ppt conditionsotbaby76
 
Als(Amyotrophic Lateral Sclerosis)
Als(Amyotrophic Lateral Sclerosis)Als(Amyotrophic Lateral Sclerosis)
Als(Amyotrophic Lateral Sclerosis)Mustafa Subaşı
 

Viewers also liked (8)

Atchison
AtchisonAtchison
Atchison
 
Dys jan 6 ti ch. 1 and 2 narrated, 6 questions, vocab for next chapters
Dys jan 6 ti ch. 1 and 2 narrated, 6 questions, vocab for next chaptersDys jan 6 ti ch. 1 and 2 narrated, 6 questions, vocab for next chapters
Dys jan 6 ti ch. 1 and 2 narrated, 6 questions, vocab for next chapters
 
Dys ti chapter 8 for monday
Dys ti chapter 8 for mondayDys ti chapter 8 for monday
Dys ti chapter 8 for monday
 
Dys ti chapter 9 and 10
Dys ti chapter 9 and 10Dys ti chapter 9 and 10
Dys ti chapter 9 and 10
 
Slide-Driven Word Game for Eighth Graders: Look at This!
Slide-Driven Word Game for Eighth Graders: Look at This!Slide-Driven Word Game for Eighth Graders: Look at This!
Slide-Driven Word Game for Eighth Graders: Look at This!
 
Annotated o. henry gift of the magi with in slide questions and writing promp...
Annotated o. henry gift of the magi with in slide questions and writing promp...Annotated o. henry gift of the magi with in slide questions and writing promp...
Annotated o. henry gift of the magi with in slide questions and writing promp...
 
Als ppt conditions
Als ppt conditionsAls ppt conditions
Als ppt conditions
 
Als(Amyotrophic Lateral Sclerosis)
Als(Amyotrophic Lateral Sclerosis)Als(Amyotrophic Lateral Sclerosis)
Als(Amyotrophic Lateral Sclerosis)
 

Similar to HARC Forum Presentation

Georgia HIT Summit Keynote
Georgia HIT Summit KeynoteGeorgia HIT Summit Keynote
Georgia HIT Summit KeynoteLee Aase
 
HANYS Social Media Conference
HANYS Social Media ConferenceHANYS Social Media Conference
HANYS Social Media ConferenceLee Aase
 
HIMSS Views from the Top Presentation
HIMSS Views from the Top PresentationHIMSS Views from the Top Presentation
HIMSS Views from the Top PresentationLee Aase
 
Can Social Media Improve Health Care?
Can Social Media Improve Health Care?Can Social Media Improve Health Care?
Can Social Media Improve Health Care?Mayo Clinic
 
Off-Label Uses for Social Media in Health Care
Off-Label Uses for Social Media in Health CareOff-Label Uses for Social Media in Health Care
Off-Label Uses for Social Media in Health CareLee Aase
 
Bringing the Social Media Revolution to Health Care
Bringing the Social Media Revolution to Health CareBringing the Social Media Revolution to Health Care
Bringing the Social Media Revolution to Health CareMayo Clinic
 
Social Media Summit Keynote
Social Media Summit KeynoteSocial Media Summit Keynote
Social Media Summit KeynoteLee Aase
 
Presentation to The National Council
Presentation to The National CouncilPresentation to The National Council
Presentation to The National CouncilLee Aase
 
VSHMPR Fall Conference
VSHMPR Fall ConferenceVSHMPR Fall Conference
VSHMPR Fall ConferenceLee Aase
 
Summer 2011 Presentation
Summer 2011 PresentationSummer 2011 Presentation
Summer 2011 PresentationLee Aase
 
Strategic Social Media in Health Care
Strategic Social Media in Health CareStrategic Social Media in Health Care
Strategic Social Media in Health CareLee Aase
 
Strategic Application of Social Media in Health Care
Strategic Application of Social Media in Health CareStrategic Application of Social Media in Health Care
Strategic Application of Social Media in Health CareLee Aase
 
Helping Auxilians Tell Their Stories
Helping Auxilians Tell Their StoriesHelping Auxilians Tell Their Stories
Helping Auxilians Tell Their StoriesLee Aase
 
Bringing the Revolution to New Jersey
Bringing the Revolution to New JerseyBringing the Revolution to New Jersey
Bringing the Revolution to New JerseyLee Aase
 
Utah Hospital Association Presentation
Utah Hospital Association PresentationUtah Hospital Association Presentation
Utah Hospital Association PresentationLee Aase
 
Keynote Conversation: Spreading the Social Media Revolution
Keynote Conversation: Spreading the Social Media RevolutionKeynote Conversation: Spreading the Social Media Revolution
Keynote Conversation: Spreading the Social Media RevolutionLee Aase
 
5-pln-1050-Aase
5-pln-1050-Aase5-pln-1050-Aase
5-pln-1050-Aasemed20su
 
The Social Media Imperative
The Social Media ImperativeThe Social Media Imperative
The Social Media ImperativeMayo Clinic
 
Social Media Summit Keynote
Social Media Summit KeynoteSocial Media Summit Keynote
Social Media Summit KeynoteMayo Clinic
 
Lee Aase June 2010 Social Media Presentation
Lee Aase June 2010 Social Media PresentationLee Aase June 2010 Social Media Presentation
Lee Aase June 2010 Social Media PresentationLee Aase
 

Similar to HARC Forum Presentation (20)

Georgia HIT Summit Keynote
Georgia HIT Summit KeynoteGeorgia HIT Summit Keynote
Georgia HIT Summit Keynote
 
HANYS Social Media Conference
HANYS Social Media ConferenceHANYS Social Media Conference
HANYS Social Media Conference
 
HIMSS Views from the Top Presentation
HIMSS Views from the Top PresentationHIMSS Views from the Top Presentation
HIMSS Views from the Top Presentation
 
Can Social Media Improve Health Care?
Can Social Media Improve Health Care?Can Social Media Improve Health Care?
Can Social Media Improve Health Care?
 
Off-Label Uses for Social Media in Health Care
Off-Label Uses for Social Media in Health CareOff-Label Uses for Social Media in Health Care
Off-Label Uses for Social Media in Health Care
 
Bringing the Social Media Revolution to Health Care
Bringing the Social Media Revolution to Health CareBringing the Social Media Revolution to Health Care
Bringing the Social Media Revolution to Health Care
 
Social Media Summit Keynote
Social Media Summit KeynoteSocial Media Summit Keynote
Social Media Summit Keynote
 
Presentation to The National Council
Presentation to The National CouncilPresentation to The National Council
Presentation to The National Council
 
VSHMPR Fall Conference
VSHMPR Fall ConferenceVSHMPR Fall Conference
VSHMPR Fall Conference
 
Summer 2011 Presentation
Summer 2011 PresentationSummer 2011 Presentation
Summer 2011 Presentation
 
Strategic Social Media in Health Care
Strategic Social Media in Health CareStrategic Social Media in Health Care
Strategic Social Media in Health Care
 
Strategic Application of Social Media in Health Care
Strategic Application of Social Media in Health CareStrategic Application of Social Media in Health Care
Strategic Application of Social Media in Health Care
 
Helping Auxilians Tell Their Stories
Helping Auxilians Tell Their StoriesHelping Auxilians Tell Their Stories
Helping Auxilians Tell Their Stories
 
Bringing the Revolution to New Jersey
Bringing the Revolution to New JerseyBringing the Revolution to New Jersey
Bringing the Revolution to New Jersey
 
Utah Hospital Association Presentation
Utah Hospital Association PresentationUtah Hospital Association Presentation
Utah Hospital Association Presentation
 
Keynote Conversation: Spreading the Social Media Revolution
Keynote Conversation: Spreading the Social Media RevolutionKeynote Conversation: Spreading the Social Media Revolution
Keynote Conversation: Spreading the Social Media Revolution
 
5-pln-1050-Aase
5-pln-1050-Aase5-pln-1050-Aase
5-pln-1050-Aase
 
The Social Media Imperative
The Social Media ImperativeThe Social Media Imperative
The Social Media Imperative
 
Social Media Summit Keynote
Social Media Summit KeynoteSocial Media Summit Keynote
Social Media Summit Keynote
 
Lee Aase June 2010 Social Media Presentation
Lee Aase June 2010 Social Media PresentationLee Aase June 2010 Social Media Presentation
Lee Aase June 2010 Social Media Presentation
 

More from Lee Aase

Restoring the Soul of Health Care
Restoring the Soul of Health CareRestoring the Soul of Health Care
Restoring the Soul of Health CareLee Aase
 
Coping with COVID-19
Coping with COVID-19Coping with COVID-19
Coping with COVID-19Lee Aase
 
How Social Media is Changing Healthcare
How Social Media is Changing HealthcareHow Social Media is Changing Healthcare
How Social Media is Changing HealthcareLee Aase
 
Social Media and Hospital Reputation
Social Media and Hospital ReputationSocial Media and Hospital Reputation
Social Media and Hospital ReputationLee Aase
 
Mini-Social Media Residency at NCMEDR
Mini-Social Media Residency at NCMEDRMini-Social Media Residency at NCMEDR
Mini-Social Media Residency at NCMEDRLee Aase
 
Social Media Stories to Click and Connect
Social Media Stories to Click and ConnectSocial Media Stories to Click and Connect
Social Media Stories to Click and ConnectLee Aase
 
Making Social Media Work in your Organization
Making Social Media Work in your OrganizationMaking Social Media Work in your Organization
Making Social Media Work in your OrganizationLee Aase
 
Using Social Media to Meet Healthcare Business Objectives
Using Social Media to Meet Healthcare Business ObjectivesUsing Social Media to Meet Healthcare Business Objectives
Using Social Media to Meet Healthcare Business ObjectivesLee Aase
 
Social Media Strategies to Click and Connect
Social Media Strategies to Click and ConnectSocial Media Strategies to Click and Connect
Social Media Strategies to Click and ConnectLee Aase
 
Have You Googled Yourself?
Have You Googled Yourself?Have You Googled Yourself?
Have You Googled Yourself?Lee Aase
 
Exponential Tech Tuesday Webinar
Exponential Tech Tuesday WebinarExponential Tech Tuesday Webinar
Exponential Tech Tuesday WebinarLee Aase
 
Mayo Clinic Nursing Social Media Training
Mayo Clinic Nursing Social Media TrainingMayo Clinic Nursing Social Media Training
Mayo Clinic Nursing Social Media TrainingLee Aase
 
Closing Remarks from #MCSMN 2017 Conference
Closing Remarks from #MCSMN 2017 ConferenceClosing Remarks from #MCSMN 2017 Conference
Closing Remarks from #MCSMN 2017 ConferenceLee Aase
 
#MCSMN 2017 Annual Conference Welcome & Update
#MCSMN 2017 Annual Conference Welcome & Update#MCSMN 2017 Annual Conference Welcome & Update
#MCSMN 2017 Annual Conference Welcome & UpdateLee Aase
 
Motivating the Unscreened through Social Media
Motivating the Unscreened through Social MediaMotivating the Unscreened through Social Media
Motivating the Unscreened through Social MediaLee Aase
 
Western Surgical Association
Western Surgical AssociationWestern Surgical Association
Western Surgical AssociationLee Aase
 
Skillsets & Mindset
Skillsets & MindsetSkillsets & Mindset
Skillsets & MindsetLee Aase
 
Skill Sets and Mindset: Keys to Success in Rapidly Changing Times
Skill Sets and Mindset: Keys to Success in Rapidly Changing TimesSkill Sets and Mindset: Keys to Success in Rapidly Changing Times
Skill Sets and Mindset: Keys to Success in Rapidly Changing TimesLee Aase
 
Mayo Clinic DLMP Grand Rounds
Mayo Clinic DLMP Grand RoundsMayo Clinic DLMP Grand Rounds
Mayo Clinic DLMP Grand RoundsLee Aase
 
Mayo Clinic Social Media Network Resources and Membership Benefits
Mayo Clinic Social Media Network Resources and Membership BenefitsMayo Clinic Social Media Network Resources and Membership Benefits
Mayo Clinic Social Media Network Resources and Membership BenefitsLee Aase
 

More from Lee Aase (20)

Restoring the Soul of Health Care
Restoring the Soul of Health CareRestoring the Soul of Health Care
Restoring the Soul of Health Care
 
Coping with COVID-19
Coping with COVID-19Coping with COVID-19
Coping with COVID-19
 
How Social Media is Changing Healthcare
How Social Media is Changing HealthcareHow Social Media is Changing Healthcare
How Social Media is Changing Healthcare
 
Social Media and Hospital Reputation
Social Media and Hospital ReputationSocial Media and Hospital Reputation
Social Media and Hospital Reputation
 
Mini-Social Media Residency at NCMEDR
Mini-Social Media Residency at NCMEDRMini-Social Media Residency at NCMEDR
Mini-Social Media Residency at NCMEDR
 
Social Media Stories to Click and Connect
Social Media Stories to Click and ConnectSocial Media Stories to Click and Connect
Social Media Stories to Click and Connect
 
Making Social Media Work in your Organization
Making Social Media Work in your OrganizationMaking Social Media Work in your Organization
Making Social Media Work in your Organization
 
Using Social Media to Meet Healthcare Business Objectives
Using Social Media to Meet Healthcare Business ObjectivesUsing Social Media to Meet Healthcare Business Objectives
Using Social Media to Meet Healthcare Business Objectives
 
Social Media Strategies to Click and Connect
Social Media Strategies to Click and ConnectSocial Media Strategies to Click and Connect
Social Media Strategies to Click and Connect
 
Have You Googled Yourself?
Have You Googled Yourself?Have You Googled Yourself?
Have You Googled Yourself?
 
Exponential Tech Tuesday Webinar
Exponential Tech Tuesday WebinarExponential Tech Tuesday Webinar
Exponential Tech Tuesday Webinar
 
Mayo Clinic Nursing Social Media Training
Mayo Clinic Nursing Social Media TrainingMayo Clinic Nursing Social Media Training
Mayo Clinic Nursing Social Media Training
 
Closing Remarks from #MCSMN 2017 Conference
Closing Remarks from #MCSMN 2017 ConferenceClosing Remarks from #MCSMN 2017 Conference
Closing Remarks from #MCSMN 2017 Conference
 
#MCSMN 2017 Annual Conference Welcome & Update
#MCSMN 2017 Annual Conference Welcome & Update#MCSMN 2017 Annual Conference Welcome & Update
#MCSMN 2017 Annual Conference Welcome & Update
 
Motivating the Unscreened through Social Media
Motivating the Unscreened through Social MediaMotivating the Unscreened through Social Media
Motivating the Unscreened through Social Media
 
Western Surgical Association
Western Surgical AssociationWestern Surgical Association
Western Surgical Association
 
Skillsets & Mindset
Skillsets & MindsetSkillsets & Mindset
Skillsets & Mindset
 
Skill Sets and Mindset: Keys to Success in Rapidly Changing Times
Skill Sets and Mindset: Keys to Success in Rapidly Changing TimesSkill Sets and Mindset: Keys to Success in Rapidly Changing Times
Skill Sets and Mindset: Keys to Success in Rapidly Changing Times
 
Mayo Clinic DLMP Grand Rounds
Mayo Clinic DLMP Grand RoundsMayo Clinic DLMP Grand Rounds
Mayo Clinic DLMP Grand Rounds
 
Mayo Clinic Social Media Network Resources and Membership Benefits
Mayo Clinic Social Media Network Resources and Membership BenefitsMayo Clinic Social Media Network Resources and Membership Benefits
Mayo Clinic Social Media Network Resources and Membership Benefits
 

Recently uploaded

maternal mortality and its causes and how to reduce maternal mortality
maternal mortality and its causes and how to reduce maternal mortalitymaternal mortality and its causes and how to reduce maternal mortality
maternal mortality and its causes and how to reduce maternal mortalityhardikdabas3
 
CEHPALOSPORINS.pptx By Harshvardhan Dev Bhoomi Uttarakhand University
CEHPALOSPORINS.pptx By Harshvardhan Dev Bhoomi Uttarakhand UniversityCEHPALOSPORINS.pptx By Harshvardhan Dev Bhoomi Uttarakhand University
CEHPALOSPORINS.pptx By Harshvardhan Dev Bhoomi Uttarakhand UniversityHarshChauhan475104
 
METHODS OF ACQUIRING KNOWLEDGE IN NURSING.pptx by navdeep kaur
METHODS OF ACQUIRING KNOWLEDGE IN NURSING.pptx by navdeep kaurMETHODS OF ACQUIRING KNOWLEDGE IN NURSING.pptx by navdeep kaur
METHODS OF ACQUIRING KNOWLEDGE IN NURSING.pptx by navdeep kaurNavdeep Kaur
 
April 2024 ONCOLOGY CARTOON by DR KANHU CHARAN PATRO
April 2024 ONCOLOGY CARTOON by  DR KANHU CHARAN PATROApril 2024 ONCOLOGY CARTOON by  DR KANHU CHARAN PATRO
April 2024 ONCOLOGY CARTOON by DR KANHU CHARAN PATROKanhu Charan
 
ANTI-DIABETICS DRUGS - PTEROCARPUS AND GYMNEMA
ANTI-DIABETICS DRUGS - PTEROCARPUS AND GYMNEMAANTI-DIABETICS DRUGS - PTEROCARPUS AND GYMNEMA
ANTI-DIABETICS DRUGS - PTEROCARPUS AND GYMNEMADivya Kanojiya
 
PULMONARY EDEMA AND ITS MANAGEMENT.pdf
PULMONARY EDEMA AND  ITS  MANAGEMENT.pdfPULMONARY EDEMA AND  ITS  MANAGEMENT.pdf
PULMONARY EDEMA AND ITS MANAGEMENT.pdfDolisha Warbi
 
PULMONARY EMBOLISM AND ITS MANAGEMENTS.pdf
PULMONARY EMBOLISM AND ITS MANAGEMENTS.pdfPULMONARY EMBOLISM AND ITS MANAGEMENTS.pdf
PULMONARY EMBOLISM AND ITS MANAGEMENTS.pdfDolisha Warbi
 
Clinical Pharmacotherapy of Scabies Disease
Clinical Pharmacotherapy of Scabies DiseaseClinical Pharmacotherapy of Scabies Disease
Clinical Pharmacotherapy of Scabies DiseaseSreenivasa Reddy Thalla
 
Presentation for Bella Mahl 2024-03-28-24-MW-Overview-Bella.pptx
Presentation for Bella Mahl 2024-03-28-24-MW-Overview-Bella.pptxPresentation for Bella Mahl 2024-03-28-24-MW-Overview-Bella.pptx
Presentation for Bella Mahl 2024-03-28-24-MW-Overview-Bella.pptxpdamico1
 
Wessex Health Partners Wessex Integrated Care, Population Health, Research & ...
Wessex Health Partners Wessex Integrated Care, Population Health, Research & ...Wessex Health Partners Wessex Integrated Care, Population Health, Research & ...
Wessex Health Partners Wessex Integrated Care, Population Health, Research & ...Wessex Health Partners
 
Introduction to Sports Injuries by- Dr. Anjali Rai
Introduction to Sports Injuries by- Dr. Anjali RaiIntroduction to Sports Injuries by- Dr. Anjali Rai
Introduction to Sports Injuries by- Dr. Anjali RaiGoogle
 
Lippincott Microcards_ Microbiology Flash Cards-LWW (2015).pdf
Lippincott Microcards_ Microbiology Flash Cards-LWW (2015).pdfLippincott Microcards_ Microbiology Flash Cards-LWW (2015).pdf
Lippincott Microcards_ Microbiology Flash Cards-LWW (2015).pdfSreeja Cherukuru
 
Basic principles involved in the traditional systems of medicine PDF.pdf
Basic principles involved in the traditional systems of medicine PDF.pdfBasic principles involved in the traditional systems of medicine PDF.pdf
Basic principles involved in the traditional systems of medicine PDF.pdfDivya Kanojiya
 
Primary headache and facial pain. (2024)
Primary headache and facial pain. (2024)Primary headache and facial pain. (2024)
Primary headache and facial pain. (2024)Mohamed Rizk Khodair
 
SYNDESMOTIC INJURY- ANATOMICAL REPAIR.pptx
SYNDESMOTIC INJURY- ANATOMICAL REPAIR.pptxSYNDESMOTIC INJURY- ANATOMICAL REPAIR.pptx
SYNDESMOTIC INJURY- ANATOMICAL REPAIR.pptxdrashraf369
 
epilepsy and status epilepticus for undergraduate.pptx
epilepsy and status epilepticus  for undergraduate.pptxepilepsy and status epilepticus  for undergraduate.pptx
epilepsy and status epilepticus for undergraduate.pptxMohamed Rizk Khodair
 
SGK HÓA SINH NĂNG LƯỢNG SINH HỌC 2006.pdf
SGK HÓA SINH NĂNG LƯỢNG SINH HỌC 2006.pdfSGK HÓA SINH NĂNG LƯỢNG SINH HỌC 2006.pdf
SGK HÓA SINH NĂNG LƯỢNG SINH HỌC 2006.pdfHongBiThi1
 
Presentation on General Anesthetics pdf.
Presentation on General Anesthetics pdf.Presentation on General Anesthetics pdf.
Presentation on General Anesthetics pdf.Prerana Jadhav
 
PERFECT BUT PAINFUL TKR -ROLE OF SYNOVECTOMY.pptx
PERFECT BUT PAINFUL TKR -ROLE OF SYNOVECTOMY.pptxPERFECT BUT PAINFUL TKR -ROLE OF SYNOVECTOMY.pptx
PERFECT BUT PAINFUL TKR -ROLE OF SYNOVECTOMY.pptxdrashraf369
 

Recently uploaded (20)

maternal mortality and its causes and how to reduce maternal mortality
maternal mortality and its causes and how to reduce maternal mortalitymaternal mortality and its causes and how to reduce maternal mortality
maternal mortality and its causes and how to reduce maternal mortality
 
CEHPALOSPORINS.pptx By Harshvardhan Dev Bhoomi Uttarakhand University
CEHPALOSPORINS.pptx By Harshvardhan Dev Bhoomi Uttarakhand UniversityCEHPALOSPORINS.pptx By Harshvardhan Dev Bhoomi Uttarakhand University
CEHPALOSPORINS.pptx By Harshvardhan Dev Bhoomi Uttarakhand University
 
METHODS OF ACQUIRING KNOWLEDGE IN NURSING.pptx by navdeep kaur
METHODS OF ACQUIRING KNOWLEDGE IN NURSING.pptx by navdeep kaurMETHODS OF ACQUIRING KNOWLEDGE IN NURSING.pptx by navdeep kaur
METHODS OF ACQUIRING KNOWLEDGE IN NURSING.pptx by navdeep kaur
 
April 2024 ONCOLOGY CARTOON by DR KANHU CHARAN PATRO
April 2024 ONCOLOGY CARTOON by  DR KANHU CHARAN PATROApril 2024 ONCOLOGY CARTOON by  DR KANHU CHARAN PATRO
April 2024 ONCOLOGY CARTOON by DR KANHU CHARAN PATRO
 
ANTI-DIABETICS DRUGS - PTEROCARPUS AND GYMNEMA
ANTI-DIABETICS DRUGS - PTEROCARPUS AND GYMNEMAANTI-DIABETICS DRUGS - PTEROCARPUS AND GYMNEMA
ANTI-DIABETICS DRUGS - PTEROCARPUS AND GYMNEMA
 
Epilepsy
EpilepsyEpilepsy
Epilepsy
 
PULMONARY EDEMA AND ITS MANAGEMENT.pdf
PULMONARY EDEMA AND  ITS  MANAGEMENT.pdfPULMONARY EDEMA AND  ITS  MANAGEMENT.pdf
PULMONARY EDEMA AND ITS MANAGEMENT.pdf
 
PULMONARY EMBOLISM AND ITS MANAGEMENTS.pdf
PULMONARY EMBOLISM AND ITS MANAGEMENTS.pdfPULMONARY EMBOLISM AND ITS MANAGEMENTS.pdf
PULMONARY EMBOLISM AND ITS MANAGEMENTS.pdf
 
Clinical Pharmacotherapy of Scabies Disease
Clinical Pharmacotherapy of Scabies DiseaseClinical Pharmacotherapy of Scabies Disease
Clinical Pharmacotherapy of Scabies Disease
 
Presentation for Bella Mahl 2024-03-28-24-MW-Overview-Bella.pptx
Presentation for Bella Mahl 2024-03-28-24-MW-Overview-Bella.pptxPresentation for Bella Mahl 2024-03-28-24-MW-Overview-Bella.pptx
Presentation for Bella Mahl 2024-03-28-24-MW-Overview-Bella.pptx
 
Wessex Health Partners Wessex Integrated Care, Population Health, Research & ...
Wessex Health Partners Wessex Integrated Care, Population Health, Research & ...Wessex Health Partners Wessex Integrated Care, Population Health, Research & ...
Wessex Health Partners Wessex Integrated Care, Population Health, Research & ...
 
Introduction to Sports Injuries by- Dr. Anjali Rai
Introduction to Sports Injuries by- Dr. Anjali RaiIntroduction to Sports Injuries by- Dr. Anjali Rai
Introduction to Sports Injuries by- Dr. Anjali Rai
 
Lippincott Microcards_ Microbiology Flash Cards-LWW (2015).pdf
Lippincott Microcards_ Microbiology Flash Cards-LWW (2015).pdfLippincott Microcards_ Microbiology Flash Cards-LWW (2015).pdf
Lippincott Microcards_ Microbiology Flash Cards-LWW (2015).pdf
 
Basic principles involved in the traditional systems of medicine PDF.pdf
Basic principles involved in the traditional systems of medicine PDF.pdfBasic principles involved in the traditional systems of medicine PDF.pdf
Basic principles involved in the traditional systems of medicine PDF.pdf
 
Primary headache and facial pain. (2024)
Primary headache and facial pain. (2024)Primary headache and facial pain. (2024)
Primary headache and facial pain. (2024)
 
SYNDESMOTIC INJURY- ANATOMICAL REPAIR.pptx
SYNDESMOTIC INJURY- ANATOMICAL REPAIR.pptxSYNDESMOTIC INJURY- ANATOMICAL REPAIR.pptx
SYNDESMOTIC INJURY- ANATOMICAL REPAIR.pptx
 
epilepsy and status epilepticus for undergraduate.pptx
epilepsy and status epilepticus  for undergraduate.pptxepilepsy and status epilepticus  for undergraduate.pptx
epilepsy and status epilepticus for undergraduate.pptx
 
SGK HÓA SINH NĂNG LƯỢNG SINH HỌC 2006.pdf
SGK HÓA SINH NĂNG LƯỢNG SINH HỌC 2006.pdfSGK HÓA SINH NĂNG LƯỢNG SINH HỌC 2006.pdf
SGK HÓA SINH NĂNG LƯỢNG SINH HỌC 2006.pdf
 
Presentation on General Anesthetics pdf.
Presentation on General Anesthetics pdf.Presentation on General Anesthetics pdf.
Presentation on General Anesthetics pdf.
 
PERFECT BUT PAINFUL TKR -ROLE OF SYNOVECTOMY.pptx
PERFECT BUT PAINFUL TKR -ROLE OF SYNOVECTOMY.pptxPERFECT BUT PAINFUL TKR -ROLE OF SYNOVECTOMY.pptx
PERFECT BUT PAINFUL TKR -ROLE OF SYNOVECTOMY.pptx
 

HARC Forum Presentation

  • 1. Bringing the Social Media Revolution to Healthcare Lee Aase, Director, Mayo Clinic Center for Social Media Hospital Alliance for Research Collaboration Sydney, NSW November 9, 2011
  • 2. Agenda • Our social media experience • My personal history of involvement • Mayo Clinic’s journey to date and implications • Why involvement in social media is not optional any more than telephone use is • Inspiration on how social tools can help you accomplish your goals and better serve patients
  • 3. Mayo Clinic Center for Social Media • Established July 27, 2010 • 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.
  • 4. External Advisory Board • 29 members representing various perspectives • Physicians (generalists and specialists), nurses, patient advocates, administrative staff, medical students • Hugh Stephens represents non-U.S. medical students • Board offers ideas and feedback as we develop initiatives
  • 5. 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, but no grant funding • >90 member organizations
  • 6. A Sample of Network Members • American Hospital Association • Radboud University Nijmegen Medical Center • Australian Private Hospitals Association • National Cancer Institute (U.S) • Children’s Hospital of Eastern Ontario • Vanderbilt University Medical Center • See Full List at http://socialmedia.mayoclinic.org/ network/
  • 7. One of my heroes...
  • 8.
  • 9. Health Advisory: For those with seizure disorders, this presentation does not use strobe lights, though with 159 slides in 50 minutes (a flash every 18.9 seconds) it may seem like it...
  • 10. Two More Heroes Six Magic Words Four Reasons Why They’re True for You
  • 11.
  • 12. “I’ll bet I could do that!”
  • 13.
  • 14.
  • 15. 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 • Public Affairs Manager (2003-2010) • Director, Center for Social Media since July 2010
  • 16.
  • 17.
  • 18.
  • 19.
  • 20. 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
  • 21. A Brief History of Social Media at Mayo Clinic
  • 22. Mayo Clinic Medical Edge Syndicated News Media Resources
  • 23. First Foray in “New” Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; 8,217% download increase
  • 24. Regrouping to Plan Just as genomics is the future of personalized medicine, personalized media are changing the way people get the news and information they want and need. But as genomics increasingly supplements and improves traditional medicine without replacing it, new media are helpful additions to mainstream, mass media. We strongly recommend reforming our processes to efficiently produce content that can be used for both mass media and personalized media. Content Creation Task Force, 7/26/2006
  • 25. We recommend a three-phase approach. First, take our existing products and, with minimum incremental effort, place them in new media formats. Second... work across teams ... to make best use of the audio and video production resources we have. Third, get more resources... to produce timely or even daily content... We have not recommended a blog strategy at this time, primarily because we have emphasized developing audio and video content that could have multiple uses in both mass media and personalized media, with relatively limited physician involvement.
  • 26. Reasons for Reluctance about Blogging • Keeping the content fresh • Wise use of resources • Physician/Researcher • Public Affairs • Authenticity - didn’t want to “ghost blog”
  • 27. My First Blog Post - 7/30/06 Lines from Lee
  • 29. Mayo Clinic Medical Edge TV Sample Sound Bite
  • 30.
  • 31. 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
  • 32. First Social Media Consultant: Feb. 2007
  • 33. Blogging an Event: Nov. 2007
  • 34. Involuntary Social Networking Presence: http://myspace.com/mayoclinic
  • 35.
  • 38.
  • 39.
  • 40.
  • 41.
  • 42.
  • 43.
  • 44.
  • 45.
  • 46. Comparing Stanford vs. SMUG Stanford SMUG Tuition $52,341 $0
  • 47. Comparing Stanford vs. SMUG Stanford SMUG Tuition $52,341 $0 % of Applicants 7.1% 100% Admitted
  • 48. Comparing Stanford vs. SMUG Stanford SMUG Tuition $52,341 $0 % of Applicants 7.1% 100% Admitted Mean Student $80,677 $0 Loan Debt
  • 49. 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
  • 50. 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
  • 51. Second Consultant: Jan. 2008 “The world has voted, and we want to watch videos on YouTube.”
  • 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 the Social Media Business Council
  • 58.
  • 59.
  • 60.
  • 62. Sharing Mayo Clinic - Jan. 2009
  • 63. October 2010 - Patient Video Guides
  • 64. Social Media Health Network Community Feb. 2011
  • 66. A Broader Historical Perspective...
  • 67.
  • 68.
  • 69.
  • 70.
  • 71. Thesis #1: Air was the original social medium
  • 72.
  • 73. Mayo Clinic’s First Social Networkers
  • 74. 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
  • 75. 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
  • 76. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  • 77.
  • 78. #4: Social media are the third millennium’s defining communications trend
  • 79.
  • 80. Gutenberg: Global Mass Literacy Zuckerberg: Global Mass Publishing
  • 81.
  • 82. #7: Hand-wringing about merits and dangers of social media is as productive as debating gravity
  • 83.
  • 84. If you think blocking is a viable long-term option...
  • 85.
  • 86. Implication • You already have most of the risks... why not also get some of the benefits from these powerful tools?
  • 87.
  • 88. Professionalism Project for Medical Residents
  • 89. #9: Mass media will remain powerful levers that move -- and are moved by -- social media buzz
  • 90. Octogenarian Idols • Video of elderly couple from Ankeny, Iowa playing piano in Gonda atrium • Video shot by another patient in Sept. 2008 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 April 7, 2009
  • 95.
  • 96.
  • 97. May 4
  • 99.
  • 100. May 11
  • 101. May 15
  • 103. May 26, 2009: Live in Studio Good Morning America
  • 104.
  • 105.
  • 106. Results to Date • More than 7.7 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. #11: Social media strategies can help make a product, service or experience better
  • 109. #13: Social media tools offer unprecedented opportunity for transformation change and productivity
  • 110.
  • 111. The Return on Investment • Average time blocked for Network recruitment calls: 30 minutes • Time required for video production: 60 minutes • Average time saved per recruitment call since with video: 10 minutes • Total calls made since April 1: 90 • Total minutes saved: 900 • ROI = 1,400%
  • 112. #17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)
  • 113. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
  • 114. In the European Union, based on current exchange rates: €0,00
  • 115.
  • 116. #18: As I approaches zero, ROI approaches infinity
  • 117.
  • 118.
  • 119. #21: Technology makes things possible. People make things happen ©2011 MFMER | 3139261-
  • 121.
  • 122. SCAD? Findings being published in MAYO CLINIC PROCEEDINGS September 2011 issue ©2011 MFMER | 3139261-
  • 123. #33: Social media will reduce diffusion time for research and innovations
  • 124. Discovery by Richard Berger, M.D., Ph.D. Ulnotriquetral (UT) Ligament Split Tear
  • 126.
  • 127.
  • 128.
  • 129.
  • 130. Nov 12, 2009 USA Today 3031031-7
  • 131.
  • 132. Last Friday 3031031-9
  • 133. 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
  • 134.
  • 135.
  • 136.
  • 137.
  • 138.
  • 139. #35: Social technologies will transform healthcare ©2011 MFMER | 3139261-
  • 140.
  • 141.
  • 142.
  • 143.
  • 144.
  • 145.
  • 146.
  • 147. 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.
  • 148. One more thing... ©2011 MFMER | 3139261-
  • 149. Emailer: “We should do something like this...” ©2011 MFMER | 3139261-
  • 150. Criteria for Mayo Clinic Heart Video Project • Not a “me too” copycat • Could (should) be fun, but with a serious educational purpose • Dancing to a popular song not enough • Well-known original song for which we can do a meaningful parody ©2011 MFMER | 3139261-
  • 151. ©2011 MFMER | 3139261-
  • 152. ©2011 MFMER | 3139261-
  • 153. ©2011 MFMER | 3139261-
  • 154. Our “Know Your Numbers” Premise • It’s 30 years since their first encounter • Tommy is a changed man • He’s slowed down a bit • He’s no longer obsessed with Jenny’s phone number • He drives a minivan • Jenny hasn’t changed her phone number • He’s calling to tell her about some more important numbers. Instead of 876-5309, they are... ©2011 MFMER | 3139261-
  • 155. See full video at: http://KnowYourNumbers.me ©2011 MFMER | 3139261-
  • 156. Campaign Elements • YouTube Video • Facebook application with interactive calculators for • Heart attack risk • LDL cholesterol • Body Mass Index • Contest site at http://knowyournumbers.me/
  • 157.
  • 158.
  • 159. For Further Interaction: • @LeeAase on Twitter • aase.lee@mayo.edu • http://socialmedia.mayoclinic.org • http://KnowYourNumbers.me