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The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA. © 2015 Society for Healthcare Strategy & Market Development
Leading Change from the
“Other” C-Suite
(That’s Communications)
Lee	
  Aase,	
  Director,	
  Mayo	
  Clinic	
  Center	
  
for	
  Social	
  Media	
  
Paul	
  Speyser,	
  CEO,	
  CareHubs	
  LLC
If we’re successful, when we’re done
you’ll be able to…
• Describe ways Marketing and Communications
Professionals can apply social networking tools
to fulfill their core responsibilities
• Describe various health system applications of
an owned social networking platform to meet
organizational objectives
• Envision your own plan for leading your
organization in increased application of social
networking tools
In the next 45 minutes…
• Brief background/history of Mayo Clinic and
social networking (both analog and digital)
• An example of integrated application of social
and traditional tools to support MarComm goals
• Getting C-Suite resources to support broader
application inside and outside of Mayo Clinic
• Collaboration and co-creation with external allies
• Accelerating with Agility through thinking inspired
by Wikinomics, The Innovator’s Dilemma, Lean
Startup and Scrum
“Bridging Worlds for the Future 

of Healthcare”
Metro-Area Populations for U.S. News
Honor Roll Hospitals
Mayo Clinic’s Original Social Networkers
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
Countries Visited by Dr. Will Mayo
Information Sources Influencing Consumer
Preference for Mayo Clinic (2010)
That’s Where I Come In…
• Joined Mayo Clinic Media
Relations team in Y2K
• Focus: Telling stories
about Mayo Clinic via
journalists
• Promoted to Media
Relations Manager 2003
Starting with Syndication…
…leading to “New Media” (Podcasts)
Rapid Adoption of Free Platforms and
Low-Cost Tools
• 2007 - Facebook
• 2008
• YouTube
• Flip cameras
• Twitter
• Wordpress.com blogs
(News, Podcasts)
• 2009
• Sharing Mayo Clinic
• Yammer
Our “Not Good Enough”/MVP Online
Newsroom - Mayo Clinic News Blog
An Integrated Application Case Study
UT Split Repair Procedures
Gaining CEO Support
30
Mayo Clinic Center for Social Media
and Social Media Health Network
• MCCSM - Be a resource to help Mayo Clinic
stakeholders apply social technologies in clinical
practice, education, research as well as for PR
and marketing
• SMHN - Share Mayo-developed resources to
help health care peers embrace social tools, and
invite peers to help us accelerate and learn
together
• External Advisory Board
• Dues-paying organizational members
31
Starting the CareHubs
Collaboration
• Paul Speyser inquires about membership in
SMHN
• Discovered we were using a common
platform (Wordpress/Buddypress)
• Bartered programming help in lieu of SMHN
dues
34
• A	
  software	
  platform	
  &	
  toolset	
  created	
  exclusively	
  for	
  Professional	
  
Healthcare	
  Communicators	
  (both	
  clinical	
  &	
  marcomm	
  use	
  cases.)	
  	
  	
  
• Actively	
  serving	
  >100K	
  MAUs	
  (patients	
  &	
  healthcare	
  professionals)	
  
and	
  >1M	
  unique	
  visitors	
  monthly	
  across	
  the	
  CareHubs	
  network.	
  
• Provider-branded, secure, online patient
support group hubs	
  
• Patient & Professional Education hubs	
  
• Online Newsroom & media relations hubs	
  
• Custom applications (Clinical Trial Recruitment
& Support, Alumni Relations, etc.)	
  
CareHubs - Primary Use Cases
A Customizable Networking
Platform
• Public-facing sites with some content available to
anyone with a browser
• Various access levels for authenticated users
and members
• HIPAA-compliant and encrypted
• Customizable for application in clinical practice,
research, education and administration
• One email-based account for all sites, with
tailored access to each site based on user role
38
News Hub: Rapid Media Asset Publishing, 

Syndication & Analytics
• One-­‐touch	
  –	
  automatic	
  upload/transcode	
  to	
  journalists’	
  preferred	
  formats.	
  	
  
Automated	
  pull	
  of	
  external	
  assets	
  (YouTube	
  videos)	
  
• Restrict	
  access	
  by	
  role	
  or	
  date	
  (embargoes)	
  
• Granular,	
  per-­‐user/per-­‐role	
  viewership	
  AND	
  download	
  analytics	
  
• Integration	
  with	
  MayoClinic.org	
  using	
  the	
  CareHubs	
  API	
  
• Automated	
  email	
  distribution	
  to	
  defined	
  press	
  lists
The DevOps Reliability & Scalability to
Support a 24 Hour News Cycle
• High	
  availability	
  cluster;	
  	
  cloud	
  +	
  dedicated	
  servers	
  
• Redundant	
  CDN	
  for	
  assets	
  
• Challenges	
  of	
  being	
  agile	
  at	
  scale
On making B-roll and ancillary
downloads readily available:
42
I’ve	
  been	
  a	
  bit	
  of	
  a	
  skeptic	
  of	
  the	
  Mayo	
  News	
  Network,	
  and	
  more	
  specifically,	
  who	
  
picks	
  up	
  our	
  content.	
  	
  No	
  more.	
  	
  WCCO	
  (the	
  #1	
  TV	
  news	
  station	
  in	
  TC)	
  did	
  a	
  piece	
  
on	
  the	
  speech	
  disorders	
  &	
  teachers	
  study	
  last	
  night.	
  	
  They	
  didn’t	
  contact	
  us	
  –	
  or	
  	
  
even	
  tell	
  us	
  they	
  were	
  going	
  to	
  do	
  a	
  piece.	
  	
  They	
  pulled	
  language	
  from	
  the	
  News	
  	
  
Release	
  and	
  bites	
  from	
  the	
  News	
  Network	
  and	
  did	
  a	
  story	
  that	
  was	
  almost	
  4	
  	
  
minutes.	
  	
  This	
  was	
  completely	
  unbeknownst	
  to	
  me	
  or	
  anyone	
  else	
  on	
  the	
  media	
  	
  
team.	
  
Turned	
  out	
  wonderful.	
  	
  Here’s	
  the	
  link:	
  
http://minnesota.cbslocal.com/2013/10/15/mayo-­‐study-­‐teachers-­‐more-­‐likely-­‐to-­‐develop-­‐speech-­‐disorders/	
  
Skeptical	
  about	
  the	
  News	
  Network?	
  	
  No	
  more.	
  	
  This	
  is	
  proof	
  that	
  it	
  works.	
  	
  
Nick	
  	
  
ResourcesRelationships
Research Recall
Lean Startup Thinking, Co-creation & Agile Development IRL
Patients	
  and	
  Families
Outcomes – Family Engagement
Outcomes – Family Engagement
• Agile	
  Development	
  	
  
• Principles,	
  Methodologies	
  (Scrum,	
  XP)	
  Tools	
  
• Use	
  at	
  MCCSM	
  
• The	
  next	
  level	
  (sort	
  of)	
  
Waterfall SDLC
Nothing	
  wrong	
  with	
  this	
  approach	
  as	
  long	
  as	
  requirements	
  
are	
  1)	
  Stable	
  and	
  2)	
  Clearly	
  understood	
  by	
  all	
  stakeholders
• Relationship	
  between	
  Lean	
  &	
  Agile.	
  	
  Problem	
  status.	
  
• Definition	
  of	
  “Startup”	
  
• Right	
  Work/Work	
  Right	
  
• Communicating	
  using	
  analogies	
  that	
  resonate	
  with	
  
medical	
  practice	
  &	
  “Organizational	
  DNA”
Hypothesis: 

Conversion will drop by only 2% or less, in which
case it will be worth it in exchange for increased data.

Experiment:
Increase # of fields on registration form 5x
• I	
  was	
  wrong
• By	
  an	
  order	
  of	
  magnitude
• In	
  the	
  opposite	
  direction
Results:	
  	
  
• I	
  was	
  wrong
• By	
  an	
  order	
  of	
  magnitude
• In	
  the	
  opposite	
  direction
Results:	
  	
  
• 32%	
  improvement	
  in	
  conversions*
Collaborating & A few tips for avoiding 	
  
Lean/Agile“Cargo Cults”
• Basis	
  for	
  recommendations/designs	
  	
  
• Test-­‐Driven	
  Development	
  &	
  Continuous	
  	
  
Integration	
  	
  
• Team	
  Consistency	
  &	
  Longevity	
  
80
81
(Continuously)
Learning from Our Experience
• Listen to Eric Ries
• Embrace Agile Development and Scrum
• Pursue reasonable risks and don’t let the
perfect be the enemy of the good
• Think Wikinomically
• Think Big. Start Small. Move Fast.TM
• Communicate with your C-Suite (the real one)
using analogies that resonate with medical
practice and your organization’s DNA
82
The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA. © 2015 Society for Healthcare Strategy & Market Development
For Further Interaction
socialmedia.mayoclinic.org	
  
@LeeAase	
  #MCCSM	
  @CareHubs	
  
socialmediacenter@mayo.edu	
  
paul@carehubs.com	
  
A Closing Word from our CEO
John Noseworthy, M.D.

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Leading healthcare change through social media and agile development

  • 1. The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA. © 2015 Society for Healthcare Strategy & Market Development Leading Change from the “Other” C-Suite (That’s Communications) Lee  Aase,  Director,  Mayo  Clinic  Center   for  Social  Media   Paul  Speyser,  CEO,  CareHubs  LLC
  • 2.
  • 3.
  • 4. If we’re successful, when we’re done you’ll be able to… • Describe ways Marketing and Communications Professionals can apply social networking tools to fulfill their core responsibilities • Describe various health system applications of an owned social networking platform to meet organizational objectives • Envision your own plan for leading your organization in increased application of social networking tools
  • 5. In the next 45 minutes… • Brief background/history of Mayo Clinic and social networking (both analog and digital) • An example of integrated application of social and traditional tools to support MarComm goals • Getting C-Suite resources to support broader application inside and outside of Mayo Clinic • Collaboration and co-creation with external allies • Accelerating with Agility through thinking inspired by Wikinomics, The Innovator’s Dilemma, Lean Startup and Scrum
  • 6.
  • 7. “Bridging Worlds for the Future 
 of Healthcare”
  • 8.
  • 9. Metro-Area Populations for U.S. News Honor Roll Hospitals
  • 10. Mayo Clinic’s Original Social Networkers
  • 11. 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 Countries Visited by Dr. Will Mayo
  • 12. Information Sources Influencing Consumer Preference for Mayo Clinic (2010)
  • 13. That’s Where I Come In… • Joined Mayo Clinic Media Relations team in Y2K • Focus: Telling stories about Mayo Clinic via journalists • Promoted to Media Relations Manager 2003
  • 15. …leading to “New Media” (Podcasts)
  • 16. Rapid Adoption of Free Platforms and Low-Cost Tools • 2007 - Facebook • 2008 • YouTube • Flip cameras • Twitter • Wordpress.com blogs (News, Podcasts) • 2009 • Sharing Mayo Clinic • Yammer
  • 17. Our “Not Good Enough”/MVP Online Newsroom - Mayo Clinic News Blog
  • 19.
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29. UT Split Repair Procedures
  • 31. Mayo Clinic Center for Social Media and Social Media Health Network • MCCSM - Be a resource to help Mayo Clinic stakeholders apply social technologies in clinical practice, education, research as well as for PR and marketing • SMHN - Share Mayo-developed resources to help health care peers embrace social tools, and invite peers to help us accelerate and learn together • External Advisory Board • Dues-paying organizational members 31
  • 32.
  • 33.
  • 34. Starting the CareHubs Collaboration • Paul Speyser inquires about membership in SMHN • Discovered we were using a common platform (Wordpress/Buddypress) • Bartered programming help in lieu of SMHN dues 34
  • 35. • A  software  platform  &  toolset  created  exclusively  for  Professional   Healthcare  Communicators  (both  clinical  &  marcomm  use  cases.)       • Actively  serving  >100K  MAUs  (patients  &  healthcare  professionals)   and  >1M  unique  visitors  monthly  across  the  CareHubs  network.  
  • 36. • Provider-branded, secure, online patient support group hubs   • Patient & Professional Education hubs   • Online Newsroom & media relations hubs   • Custom applications (Clinical Trial Recruitment & Support, Alumni Relations, etc.)   CareHubs - Primary Use Cases
  • 37.
  • 38. A Customizable Networking Platform • Public-facing sites with some content available to anyone with a browser • Various access levels for authenticated users and members • HIPAA-compliant and encrypted • Customizable for application in clinical practice, research, education and administration • One email-based account for all sites, with tailored access to each site based on user role 38
  • 39.
  • 40. News Hub: Rapid Media Asset Publishing, 
 Syndication & Analytics • One-­‐touch  –  automatic  upload/transcode  to  journalists’  preferred  formats.     Automated  pull  of  external  assets  (YouTube  videos)   • Restrict  access  by  role  or  date  (embargoes)   • Granular,  per-­‐user/per-­‐role  viewership  AND  download  analytics   • Integration  with  MayoClinic.org  using  the  CareHubs  API   • Automated  email  distribution  to  defined  press  lists
  • 41. The DevOps Reliability & Scalability to Support a 24 Hour News Cycle • High  availability  cluster;    cloud  +  dedicated  servers   • Redundant  CDN  for  assets   • Challenges  of  being  agile  at  scale
  • 42. On making B-roll and ancillary downloads readily available: 42 I’ve  been  a  bit  of  a  skeptic  of  the  Mayo  News  Network,  and  more  specifically,  who   picks  up  our  content.    No  more.    WCCO  (the  #1  TV  news  station  in  TC)  did  a  piece   on  the  speech  disorders  &  teachers  study  last  night.    They  didn’t  contact  us  –  or     even  tell  us  they  were  going  to  do  a  piece.    They  pulled  language  from  the  News     Release  and  bites  from  the  News  Network  and  did  a  story  that  was  almost  4     minutes.    This  was  completely  unbeknownst  to  me  or  anyone  else  on  the  media     team.   Turned  out  wonderful.    Here’s  the  link:   http://minnesota.cbslocal.com/2013/10/15/mayo-­‐study-­‐teachers-­‐more-­‐likely-­‐to-­‐develop-­‐speech-­‐disorders/   Skeptical  about  the  News  Network?    No  more.    This  is  proof  that  it  works.     Nick    
  • 43.
  • 44.
  • 45.
  • 46.
  • 47.
  • 48.
  • 49.
  • 50.
  • 51.
  • 52.
  • 54.
  • 55. Lean Startup Thinking, Co-creation & Agile Development IRL Patients  and  Families
  • 56. Outcomes – Family Engagement
  • 57. Outcomes – Family Engagement
  • 58.
  • 59.
  • 60. • Agile  Development     • Principles,  Methodologies  (Scrum,  XP)  Tools   • Use  at  MCCSM   • The  next  level  (sort  of)  
  • 61. Waterfall SDLC Nothing  wrong  with  this  approach  as  long  as  requirements   are  1)  Stable  and  2)  Clearly  understood  by  all  stakeholders
  • 62.
  • 63. • Relationship  between  Lean  &  Agile.    Problem  status.   • Definition  of  “Startup”   • Right  Work/Work  Right   • Communicating  using  analogies  that  resonate  with   medical  practice  &  “Organizational  DNA”
  • 64.
  • 65.
  • 66. Hypothesis: 
 Conversion will drop by only 2% or less, in which case it will be worth it in exchange for increased data.
 Experiment: Increase # of fields on registration form 5x
  • 67. • I  was  wrong • By  an  order  of  magnitude • In  the  opposite  direction Results:    
  • 68. • I  was  wrong • By  an  order  of  magnitude • In  the  opposite  direction Results:     • 32%  improvement  in  conversions*
  • 69.
  • 70.
  • 71.
  • 72.
  • 73. Collaborating & A few tips for avoiding   Lean/Agile“Cargo Cults” • Basis  for  recommendations/designs     • Test-­‐Driven  Development  &  Continuous     Integration     • Team  Consistency  &  Longevity  
  • 74.
  • 75.
  • 76.
  • 77.
  • 78.
  • 79.
  • 80. 80
  • 81. 81
  • 82. (Continuously) Learning from Our Experience • Listen to Eric Ries • Embrace Agile Development and Scrum • Pursue reasonable risks and don’t let the perfect be the enemy of the good • Think Wikinomically • Think Big. Start Small. Move Fast.TM • Communicate with your C-Suite (the real one) using analogies that resonate with medical practice and your organization’s DNA 82
  • 83. The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA. © 2015 Society for Healthcare Strategy & Market Development For Further Interaction socialmedia.mayoclinic.org   @LeeAase  #MCCSM  @CareHubs   socialmediacenter@mayo.edu   paul@carehubs.com  
  • 84. A Closing Word from our CEO John Noseworthy, M.D.