1.
Bringing the Social Media
Revolution to Health Care
Lee Aase (@LeeAase)
Director, Mayo Clinic Center for Social
Media
#MCCSM
Health Care Auxiliary of Minnesota
September 17, 2010

2.
Disclaimers
• These results not typical
• Use as directed
• Read and follow label directions
• Side effects may include vertigo, watery
eyes, crackberry thumb and iPhone
application addiction
• Social media tools are an essential part of a
balanced communications diet
• If insufficient media coverage persists,
consult your communications doctor
• Batteries not included
• Some assembly required
• Your mileage may vary

3.
Six Magic Words
and
Four Reasons Why
They’re True for You

4.
“I’ll bet I
could do
that!”

5.
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

6.
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

7.
Intro to Tools
Blogs RSS
Podcasts Social Networks
Skype YouTube
Wikis Twitter
Slideshare uStream

8.
Intro to Blogs
• Just an easy-to-publish Web site that
allows comments
• Blogs in Plain English - Lee LeFever
• You read them all the time without
even knowing it

9.
RSS = Really Simple Syndication
• Lets you easily track dozens of blogs
or other Web sites without surfing
• Truly opt-in “email”
• RSS “baked in” to IE 7, Safari
• Google Reader a free Web option

10.
Podcasts
• TiVo for Audio (and now video)
• Don’t need an iPod to use
• Series of segments to which you can
subscribe via RSS
• iTunes free for PC or Mac
• Create your own FREE podcast (listed
in iTunes) through SMUG

11.
Social Networking Sites

12.
Wikis
• Collaborative editing tools
• Wikipedia the most famous
• 2.9 million articles in English
• Definitive stories quickly on
− 35W Bridge Collapse
− Virginia Tech shooting

13.
A museum display...

14.
YouTube
• World’s second largest search engine
• Google bought for $1.65 Billion
• “The world has voted, and we want to
watch videos on YouTube.” - Andy
Sernovitz, SocialMedia.org

15.
A Story from Twitter

16.
Ensuing Conversation

17.
Thesis #1: Air was the
original social medium

18.
Mayo Clinic and Word of Mouth
• 91 percent of patients surveyed say
they have said “good things” to an
average of 40 people after a Mayo visit
• 85 percent say they recommended
Mayo to a friend
− Advised an average of 16 to come
− 5 actually came

19.
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

20.
#2: Electronic tools merely
facilitate broader, more
efficient transmission by
overcoming inertia and
friction

21.
#4: Social media are the
third millennium’s defining
communications trend

22.
#10: Social media strategies
can’t compensate for an
inferior offering or bad service

23.
United Breaks Guitars Breaks United

24.
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

25.
The next day...

26.
Six days later...

27.
April 22

28.
Sunday, May 3

29.
May 4

30.
Cinco de Mayo

31.
May 10

32.
May 11

33.
May 12

34.
May 15

35.
Early Morning May 26

36.
May 26, 2009: Live in Studio
Good Morning America

37.
Results to Date
• More than 7 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

38.
#19: MacGyver is the model
for social media success

39.
The MacGyver Mindset

40.
Mayo Clinic Medical Edge
News Media Syndications

41.
First Foray in New Media
• Existing Medical Edge radio mp3s
• Launched Sept. ‘05; Downloads up
8,217 percent Oct. vs. Aug.

42.
Step 2: More, Longer Podcasts

43.
The most harmful TV show in
U.S History?
• Married with Children?
• Baywatch?
• The Survivor series?
• The A-Team?

44.
“Kids will take a chance.
If they don’t know,
they’ll have a go.”
-- Sir Ken Robinson, TED 2006

45.
#29: Your kids aren’t smarter
than you are. They’re just
not afraid to look dumb.

46.
#33: Social media will
decrease diffusion time for
research and innovations

47.
Discovery by Richard Berger, M.D., Ph.D.
Ulnotriquetral (UT) Ligament Split Tear

48.
Jayson Werth’s Experience

49.
USA Today
Nov 12, 2009
3031031-7

50.
Last Friday
3031031-9

51.
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

52.
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.

53.
What’s Next?

54.
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

55.
http://socialmedia.mayoclinic.org/

56.
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
• Membership dues based on
organization revenues
• Industry members, but no industry
grant funding

57.
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
• Member site for sharing, learning
• Community and blogging platforms
− Low-cost hosted solutions
− Free access to source code

58.
Social Media Health Network
• Now accepting charter member
applications
• Network launches late Sept. 2010; go to
socialmedia.mayoclinic.org or email
aase.lee@mayo.edu for info on joining

59.
For Further Interaction:
• Google Lee Aase or SMUG U
• @LeeAase on Twitter (or keep chatting
at #MCCSM)
• aase.lee@mayo.edu