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HARC Forum Presentation

  1. 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. 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. 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. 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. 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. 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. 7. One of my heroes...
  8. 8. 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...
  9. 9. Two More Heroes Six Magic Words Four Reasons Why They’re True for You
  10. 10. “I’ll bet I could do that!”
  11. 11. 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
  12. 12. 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
  13. 13. A Brief History of Social Media at Mayo Clinic
  14. 14. Mayo Clinic Medical Edge Syndicated News Media Resources
  15. 15. First Foray in “New” Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; 8,217% download increase
  16. 16. 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
  17. 17. 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.
  18. 18. Reasons for Reluctance about Blogging • Keeping the content fresh • Wise use of resources • Physician/Researcher • Public Affairs • Authenticity - didn’t want to “ghost blog”
  19. 19. My First Blog Post - 7/30/06 Lines from Lee
  20. 20. Executing Phase One Strategy
  21. 21. Mayo Clinic Medical Edge TV Sample Sound Bite
  22. 22. 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
  23. 23. First Social Media Consultant: Feb. 2007
  24. 24. Blogging an Event: Nov. 2007
  25. 25. Involuntary Social Networking Presence: http://myspace.com/mayoclinic
  26. 26. Facebook: 11/7/07
  27. 27. A Pivotal Presentation
  28. 28. Comparing Stanford vs. SMUG Stanford SMUG Tuition $52,341 $0
  29. 29. Comparing Stanford vs. SMUG Stanford SMUG Tuition $52,341 $0 % of Applicants 7.1% 100% Admitted
  30. 30. Comparing Stanford vs. SMUG Stanford SMUG Tuition $52,341 $0 % of Applicants 7.1% 100% Admitted Mean Student $80,677 $0 Loan Debt
  31. 31. 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
  32. 32. 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
  33. 33. Second Consultant: Jan. 2008 “The world has voted, and we want to watch videos on YouTube.”
  34. 34. Reclaiming 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 the Social Media Business Council
  36. 36. Podcast Blog: April ’08
  37. 37. @MayoClinic on Twitter: 4/29/08
  38. 38. Transforming YouTube Channel
  39. 39. The $4-a-month online newsroom
  40. 40. Let’s Talk “site” - May 2008
  41. 41. Sharing Mayo Clinic - Jan. 2009
  42. 42. October 2010 - Patient Video Guides
  43. 43. Social Media Health Network Community Feb. 2011
  44. 44. MayoClinic.org/Connect - Launched July ’11
  45. 45. A Broader Historical Perspective...
  46. 46. Thesis #1: Air was the original social medium
  47. 47. Mayo Clinic’s First Social Networkers
  48. 48. 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
  49. 49. 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
  50. 50. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  51. 51. #4: Social media are the third millennium’s defining communications trend
  52. 52. Gutenberg: Global Mass Literacy Zuckerberg: Global Mass Publishing
  53. 53. #7: Hand-wringing about merits and dangers of social media is as productive as debating gravity
  54. 54. If you think blocking is a viable long-term option...
  55. 55. Implication • You already have most of the risks... why not also get some of the benefits from these powerful tools?
  56. 56. Professionalism Project for Medical Residents
  57. 57. #9: Mass media will remain powerful levers that move -- and are moved by -- social media buzz
  58. 58. 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
  59. 59. The next day...
  60. 60. Six days later...
  61. 61. April 22
  62. 62. Sunday, May 3
  63. 63. May 4
  64. 64. May 10
  65. 65. May 11
  66. 66. May 15
  67. 67. Early Morning May 26
  68. 68. May 26, 2009: Live in Studio Good Morning America
  69. 69. 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
  70. 70. #11: Social media strategies can help make a product, service or experience better
  71. 71. Dr. Sreenivas Koka
  72. 72. #13: Social media tools offer unprecedented opportunity for transformation change and productivity
  73. 73. 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%
  74. 74. #17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)
  75. 75. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
  76. 76. In the European Union, based on current exchange rates: €0,00
  77. 77. #18: As I approaches zero, ROI approaches infinity
  78. 78. #21: Technology makes things possible. People make things happen ©2011 MFMER | 3139261-
  79. 79. Spontaneous Coronary Artery Dissection
  80. 80. SCAD? Findings being published in MAYO CLINIC PROCEEDINGS September 2011 issue ©2011 MFMER | 3139261-
  81. 81. #33: Social media will reduce diffusion time for research and innovations
  82. 82. Discovery by Richard Berger, M.D., Ph.D. Ulnotriquetral (UT) Ligament Split Tear
  83. 83. Jayson Werth’s Experience
  84. 84. Nov 12, 2009 USA Today 3031031-7
  85. 85. Last Friday 3031031-9
  86. 86. 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
  87. 87. #35: Social technologies will transform healthcare ©2011 MFMER | 3139261-
  88. 88. 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.
  89. 89. One more thing... ©2011 MFMER | 3139261-
  90. 90. Emailer: “We should do something like this...” ©2011 MFMER | 3139261-
  91. 91. 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-
  92. 92. ©2011 MFMER | 3139261-
  93. 93. ©2011 MFMER | 3139261-
  94. 94. ©2011 MFMER | 3139261-
  95. 95. 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-
  96. 96. See full video at: http://KnowYourNumbers.me ©2011 MFMER | 3139261-
  97. 97. Campaign Elements • YouTube Video • Facebook application with interactive calculators for • Heart attack risk • LDL cholesterol • Body Mass Index • Contest site at http://knowyournumbers.me/
  98. 98. For Further Interaction: • @LeeAase on Twitter • aase.lee@mayo.edu • http://socialmedia.mayoclinic.org • http://KnowYourNumbers.me

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