Bringing the Social Media
   Revolution to Health Care
        Lee Aase (@LeeAase)

Manager, Syndication and Social Media
...
Disclaimers
•   These results not typical
•   Use as directed
•   Read and follow label directions
•   Side effects may in...
Goals for This Morning

• NOT Education (mainly)
• Motivation for Application
• Ammunition for Argumentation
• Inspiration...
Six Magic Words
        and
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...
Thesis #1: Air was the
original social medium
Mayo Clinic and Word of Mouth

• 91 percent of patients surveyed say
 they have said “good things” to an
 average of 40 pe...
Sources of Information Influencing
       Preference for Mayo Clinic

     Word of mouth                                  ...
#2: Electronic tools merely
  facilitate broader, more
 efficient transmission by
  overcoming inertia and
            fri...
#7: Hand-wringing about
merits and dangers of social
 media is as productive as
      debating gravity.
What else do patients
         know about you?


 Copyright 2009, Health Grades, Inc. All Rights Reserved.
#9: Mass media will remain
powerful levers that move --
 and are moved by -- social
        media buzz.
USA Today
Nov 12, 2009




               3031031-7
#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
MSRP for a Standard Definition
     Flip Video Camera




$149.99
   HD available for an additional $50
What’s wrong with this picture?
podcasts.mayoclinic.org
newsblog.mayoclinic.org
sharing.mayoclinic.org
Yearly Cost for a
 Customized Blog




$75.00
Cost for Your Global TV Station
   and Publishing Platform




$300.00
#18: As I approaches zero,
 ROI approaches infinity
#19: MacGyver is the model
 for social media success
The MacGyver Mindset
Mayo Clinic Medical Edge
News Media Syndications
First Foray in New Media




• Existing Medical Edge radio mp3s
• Launched Sept. ‘05; Downloads up
 8,217 percent Oct. vs....
Step 2: More, Longer Podcasts
#20: Social media enable
authentic communication if
  you don’t purposefully
    complicate things
Key Tool: Flip Video Camera*
• Affordable
• Recording interviews (with tripod)
 improves existing processes
• Authenticity...
Case Study: Simple Storytelling
• 8:45 a.m. Colleague mentions article
 coming off embargo at 3 p.m.
• Interviewed M.D. vi...
#24: Compelling content is
 much more valuable than
 advertising time or space
The Octogenarian Idol Story
• Alerted to interesting video of elderly
 couple playing piano in Gonda atrium
• Video shot b...
The next day...
Six days later...
April 22
Sunday, May 3
May 4
Cinco de Mayo
May 10
May 11
May 12
May 15
Early Morning May 26
May 26, 2009: Live in Studio
  Good Morning America
Results to Date

• More than 7 million views on YouTube
• >1.4 million views on Sharing Mayo Clinic
• From 200 views/month...
#26: Your mileage may vary,
 but you’ll go a lot further if
       you get a car.
#28: Paying for advertising
while not taking advantage
of FREE social media tools
  isn’t particularly astute
A Story from Facebook...
Tamiko says...

“I’ve had lots of people ask me about the
YouTube video and I’ve told at least 30
people they should go to...
The most harmful TV show in
         U.S History?
• Married with Children?
• Baywatch?
• The Survivor series?
• The A-Team?
“Kids will take a chance.
   If they don’t know,
   they’ll have a go.”
 -- Sir Ken Robinson, TED 2006
#29: Your kids aren’t smarter
 than you are. They’re just
  not afraid to look dumb.
#33: Social media will
decrease diffusion time for
 research and innovations
Thesis 9 and 33 Combined!
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...
From last week...
#34: Challenges of
introducing social media in
 your work are not unique
Businesses Already Revolutionized
• Music - iTunes vs. Tower Records
• Classified Advertising - eBay, Craigslist
• Booksto...
#35: Social technologies will
   transform healthcare
A few ideas for HR applications
• Employee onboarding
• Social networking groups for new
 employees to reduce turnover
• O...
Possible Internal Applications
• Intranet as blog enabling comments,
 voting
• Collaboration platforms
• Wikis for collabo...
The 37th Thesis

Applying social media in health care isn’t
just inevitable: it’s the right thing to do in
the interest of...
HPRMS at New York Times
HPRMS at New York Times
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HPRMS at New York Times

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My presentation to the Healthcare Public Relations and Marketing Society of Greater New York on May 18, 2010, at an event hosted by the New York Times.

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HPRMS at New York Times

  1. 1. Bringing the Social Media Revolution to Health Care Lee Aase (@LeeAase) Manager, Syndication and Social Media Mayo Clinic #HPRMSNY May 18, 2010
  2. 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. 3. Goals for This Morning • NOT Education (mainly) • Motivation for Application • Ammunition for Argumentation • Inspiration for Innovation
  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. Thesis #1: Air was the original social medium
  8. 8. 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
  9. 9. 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
  10. 10. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  11. 11. #7: Hand-wringing about merits and dangers of social media is as productive as debating gravity.
  12. 12. What else do patients know about you?  Copyright 2009, Health Grades, Inc. All Rights Reserved.
  13. 13. #9: Mass media will remain powerful levers that move -- and are moved by -- social media buzz.
  14. 14. USA Today Nov 12, 2009 3031031-7
  15. 15. #17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)
  16. 16. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
  17. 17. In the European Union, based on current exchange rates: €0,00
  18. 18. MSRP for a Standard Definition Flip Video Camera $149.99 HD available for an additional $50
  19. 19. What’s wrong with this picture?
  20. 20. podcasts.mayoclinic.org
  21. 21. newsblog.mayoclinic.org
  22. 22. sharing.mayoclinic.org
  23. 23. Yearly Cost for a Customized Blog $75.00
  24. 24. Cost for Your Global TV Station and Publishing Platform $300.00
  25. 25. #18: As I approaches zero, ROI approaches infinity
  26. 26. #19: MacGyver is the model for social media success
  27. 27. The MacGyver Mindset
  28. 28. Mayo Clinic Medical Edge News Media Syndications
  29. 29. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  30. 30. Step 2: More, Longer Podcasts
  31. 31. #20: Social media enable authentic communication if you don’t purposefully complicate things
  32. 32. Key Tool: Flip Video Camera* • Affordable • Recording interviews (with tripod) improves existing processes • Authenticity without writer’s cramp • Provides potential blog resources − Audio of full interview − Video excerpts • Limited group of video editors to ease adoption, ensure quality
  33. 33. Case Study: Simple Storytelling • 8:45 a.m. Colleague mentions article coming off embargo at 3 p.m. • Interviewed M.D. via Flip at 10:20 • Edited video, had password-protected post on blog by 11:55 for pitching • Uploaded files to YouTube channel • WSJ Health Blog used video
  34. 34. #24: Compelling content is much more valuable than advertising time or space
  35. 35. 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
  36. 36. The next day...
  37. 37. Six days later...
  38. 38. April 22
  39. 39. Sunday, May 3
  40. 40. May 4
  41. 41. Cinco de Mayo
  42. 42. May 10
  43. 43. May 11
  44. 44. May 12
  45. 45. May 15
  46. 46. Early Morning May 26
  47. 47. May 26, 2009: Live in Studio Good Morning America
  48. 48. 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 • Validation of Thesis #26
  49. 49. #26: Your mileage may vary, but you’ll go a lot further if you get a car.
  50. 50. #28: Paying for advertising while not taking advantage of FREE social media tools isn’t particularly astute
  51. 51. A Story from Facebook...
  52. 52. Tamiko says... “I’ve had lots of people ask me about the YouTube video and I’ve told at least 30 people they should go to Mayo. ”
  53. 53. The most harmful TV show in U.S History? • Married with Children? • Baywatch? • The Survivor series? • The A-Team?
  54. 54. “Kids will take a chance. If they don’t know, they’ll have a go.” -- Sir Ken Robinson, TED 2006
  55. 55. #29: Your kids aren’t smarter than you are. They’re just not afraid to look dumb.
  56. 56. #33: Social media will decrease diffusion time for research and innovations
  57. 57. Thesis 9 and 33 Combined!
  58. 58. Last Friday 3031031-9
  59. 59. 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
  60. 60. From last week...
  61. 61. #34: Challenges of introducing social media in your work are not unique
  62. 62. Businesses Already Revolutionized • Music - iTunes vs. Tower Records • Classified Advertising - eBay, Craigslist • Bookstores • Movie rentals - Local, Blockbuster, Netflix • All mass media • Video cameras • See The Innovator’s Dilemma; TI Solution and TI Prescription - Clayton Christensen
  63. 63. #35: Social technologies will transform healthcare
  64. 64. A few ideas for HR applications • Employee onboarding • Social networking groups for new employees to reduce turnover • Open enrollment blog to answer health plan questions • Culture blog like Sharing Mayo Clinic
  65. 65. Possible Internal Applications • Intranet as blog enabling comments, voting • Collaboration platforms • Wikis for collaborative document creation • Knowledge management/discovery • Saving time, improving service, reducing costs
  66. 66. 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.

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