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How Social Media is Changing Healthcare


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Slides from my Oct. 17, 2019 presentation to the Global Healthcare Communications Summit 2 in Boston,.

Published in: Healthcare
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How Social Media is Changing Healthcare

  1. 1. ©2016 MFMER | 3507910- How Social Media is Changing Health Care Lee Aase, Director • @LeeAase
  2. 2. 2
  3. 3. 3 U.S. News Best Hospitals Metro Populations
  4. 4. 4 Why?
  5. 5. 5
  6. 6. Once Upon a Time, Three Networks Dominated the Media Landscape in the United States
  7. 7. Every day, these guys would define the news…
  8. 8. ... while local affiliates and newspapers sold scarce audience access at Monopoly prices
  9. 9. Then one day Ted Turner launched the cable TV revolution...
  10. 10. And one of these guys invented the Internet...
  11. 11. Because of that, the means of news production and distribution were democratized...
  12. 12. Because of that, twin revolutions fragmented audiences, causing major economic upheaval • Hundreds of cable channels • Exponential growth Web sites • Intense economic pressure for mass media • RIP TV Doctor • Papercuts
  13. 13. Until finally, the Big 3 share of the U.S. TV audience crashed... Big Three Others
  14. 14. Facebook went public at 20x the value of The Wall Street Journal… WSJ (2007) ABC (1995) Facebook (2012)
  15. 15. …and has nearly quintupled since 2012 WSJ (2007) ABC (1995) Facebook (2012) Facebook (2019)
  16. 16. Market Capitalization Perspective Facebook Walmart
  17. 17. Learning the Laws: Moore’s and Metcalfe’s
  18. 18. Eye (or Ear) Openers to Social/Digital Opportunities
  19. 19. ©2016 MFMER | 3507910- Mayo Clinic History and Social Media
  20. 20. Mayo Clinic’s Original Social Networkers
  21. 21. “By the end of the 1920s Dr. Will could say he had studied surgery in every town in America and Canada of one hundred thousand population or more, and had crossed the Atlantic thirty times.” (The Doctors Mayo, Helen Clapesattle, p. 405)
  22. 22. Countries Dr. Will Mayo Visited
  23. 23. Countries Dr. Will Mayo Visited Austria Denmark Ireland Scotland Australia England Italy Sweden Argentina Fiji Mexico Switzerland Belgium Finland New Zealand Uruguay Canada France Norway Chile Germany Peru Cuba Holland Russia
  24. 24. The Surgeons Club
  25. 25. 28 Information Sources Behind Preference for Mayo Clinic
  26. 26. My Background, Early Mayo Clinic Role • 14 years in politics/government, ending as congressional press secretary • Joined Mayo Clinic Media Relations team in 2000, became manager in 2003 • Job Essence: Tell Mayo Clinic research, patient stories through traditional media
  27. 27. 30 From Syndicated Media… …to “New” Media (Podcasting)
  28. 28. 31 Adopting Free Platforms, Low-Cost Tools • 2007 - Facebook • 2008 • YouTube • Flip Cameras • Twitter • Blogs
  29. 29. 32 Amplifying Word-of-Mouth
  30. 30. 34 More Effective Media Relations
  31. 31. Don’t just pitch the media. Be the media!
  32. 32. 36
  33. 33. Increasing Patient Volumes
  34. 34. 38 Unique Myelofibrosis Cases MCF MCA
  35. 35. Cost-Effective Knowledge Sharing and Reputation Enhancement
  36. 36. Significant 2010 Investment to Create… • Mayo Clinic Center for Social Media, hiring 8 staff to support Mayo Clinic’s application of social media in clinical practice, education, research through training and consulting with broader staff. Center of Excellence. • Social Media Health Network - dues-paying organization to gather like-minded colleagues, monetize leadership • Combined as Mayo Clinic Social Media Network (#MCSMN) in 2015
  37. 37. #MCSMN Vision, Mission, Strategy • The Mayo Clinic Social Media Network (#MCSMN) 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. • Make resources developed for Mayo Clinic staff available to peers, and generate revenue to support mission.
  38. 38. #MCSMN: A Catalyst for Health Care Social Media • Guidelines • Best Practices • Platforms • Training • Consultation
  39. 39. 44 Mayo Clinic’s Social Media Strategies • Build on word-of-mouth tradition • Reach global audiences where they are and create or deepen relationships with Mayo Clinic • Train staff to be safe and effective in using social media power tools for their own practice, education and research goals
  40. 40. 45
  41. 41. 46
  42. 42. 47 @colleen_young
  43. 43. 48
  44. 44. 49 Enhancing Conversation Quality Improving Practice Efficiency
  45. 45. Improving Health by Promoting Screening
  46. 46. Reputation Management: A first online impression of my physician partner, Farris Timimi, M.D. Medical Director, Mayo Clinic Social Media Network
  47. 47. 54
  48. 48. 55
  49. 49. 56 Reputation Management Steps we Recommend 1. Claim and complete your Doximity profile 2. Create and maintain a Twitter account 3. Create and maintain a LinkedIn profile 4. Shoot and upload a video to YouTube
  50. 50. 57 Nurses in Social Media • Less likely than MDs to see personal brand or reputation management as reason for social media engagement • Particularly interested in navigating unfamiliar point-of- care issues with smartphone-wielding patients • Interested in building nursing unit cohesion and improving operations (e.g. closed or secret Facebook groups) • More than 20% of our staff
  51. 51. 58
  52. 52. How confident are you in what to do when a patient or family member asks to record you while you are providing care?
  53. 53. How confident are you in what to do when you see a colleague complaining about work on social media?
  54. 54. Become experts in using social & digital power tools to accomplish strategic goals for your organization, and equip and engage front-line staff to apply these tools in their work. Your Opportunity as Communicators and Marketers
  55. 55. 67
  56. 56. Premium and Corporate Member Resources • Events • Webinars • Online Training
  57. 57. 69 Tweetable Takeaways • Social media representation of your organization is inevitable. The question is whether you will influence it. • You already have the risks of social media. You might as well get the rewards too. • Organizational standards effectively communicated and backed by training protect both the organization and employees.
  58. 58. 70 Let’s Stay In Touch! • @LeeAase • • #MCSMN