1. The Case for Social Media in
Health Care
Lee Aase (@LeeAase)
Mayo Clinic Center for Social Media
Healthcare Communicators of Oregon
Fall Conference 2014
November 7, 2014

2. ©2011 MFMER | 3139261-

3. ©2011 MFMER | 3139261-

4. THE Book on Social Media in Health
Care
• Essays from 30 thought
leaders
• The “Why?” of social media
in health care
• Net proceeds fund patient
scholarships
• Available on Amazon and
discount bulk orders on
CreateSpace (with offer
code Z4L7DBSN)

5. ©2011 MFMER | 3139261-
A Gift for Everyone

6. Bringing Hope to the (at least) Mediocre

7. ©2011 MFMER | 3139261-
About Lee Aase (@LeeAase)
• B.S. in Political Science, Minnesota State
University
• 14 years in politics and government at local,
state, national levels
• Mayo Clinic since April 2000
• Media relations consultant
• Manager since 2003
• Media Relations/Research Communications
• Syndication and Social Media
• Director, Center for Social Media (2010)

8. One more reason why you can do this...

9. Agenda
• Mayo Clinicʼs Social Networking History
• Pivotal points and case studies
• Advancing the Argument for Social Media
Engagement
• Helping You Bring the Social Media Revolution to
Health Care
©2011 MFMER | 3139261-

10. ©2011 MFMER | 3139261-

11. ©2011 MFMER | 3139261-

12. ©2011 MFMER | 3139261-

13. Metro Population for U.S. News Best Hospitals
©2011 MFMER | 3139261-
20,000,000
15,000,000
5,000,000
0
10,000,000
Rochester
Boston
Baltimore
Cleveland
Los Angeles
San Francisco
New York
Philadelphia
Chicago

14. What does Rochester have that they donʼt?

18. Mayo Clinicʼs First Social Networkers
©2011 MFMER | 3139261-

19. ©2011 MFMER | 3139261-

20. Reasons for Mayo Clinic Preference
0 15 30 45 60
53
©2011 MFMER | 3139261-
32
23
21
20
20
Word of Mouth
News Stories
Internet
Direct Mail
Advertising
Ratings

21. ©2011 MFMER | 3139261-

22. ©2011 MFMER | 3139261-
Podcasting: September 2005

23. Taking a step back: Content Creation/
“New Media” Task Force
• Public Affairs group met Oct. 2005 to July 2006
• Reviewed landscape and made
recommendations on initial strategies
• Process changes to create more in-depth
products - podcasting
• Save blogging for later

24. My First Blog Post
Lines from Lee

25. Beyond the Hypochondriac feed

26. Mayo Clinic Medical Edge Sample
Sound Bite

28. Involuntary Social Network Representation
myspace.com/mayoclinic

30. ©2011 MFMER | 3139261-
Facebook: 11/7/07

31. ©2011 MFMER | 3139261-
YouTube: Feb ʼ08

32. The Revolutionary impact of
consumer-grade video

35. ©2011 MFMER | 3139261-

36. ©2011 MFMER | 3139261-
Twitter: 4/29/08

37. ©2011 MFMER | 3139261-
Blogging: April ʼ08

38. Case Study:
Reuben Mesa, M.D. and Myelofibrosis

40. Unique Myelofibrosis Patients
400
300
200
100
0
MCF MCA
2008 2009 2010 2011 2012 2013

41. Case Study:
Social Media/Traditional Media Synergy

54. ©2011 MFMER | slide-40
A Taste of the Theses
• #1: Air was the original social medium
• #2: Electronic tools just make word spread
farther and faster
• #4: Social Media are the Third Millenniumʼs
defining communications trend
• #7: Hand-wringing about social media is as
productive as debating gravity
• #9: Mass media move (and are moved by)
social media buzz

55. • #10: Social media strategies canʼt compensate
for an inferior offering or bad service
• #16: Social media make the once-scarce
power of mass media available to everyone
• #17: Social media are free in any ordinary
sense of the word
• #18: As I approaches 0, ROI approaches ∞
• #34: Challenges of introducing social media in
healthcare are not unique
©2011 MFMER | slide-40
A Taste of the Theses

56. • #36: If your organization canʼt find a way to
constructively use free tools that enable deep,
two way communication with anyone,
anywhere, anytime, your real problem is lack
of imagination
• #37: Anonymity is the enemy of community
• #38: Social Media raise the cost of bad
behavior because they make it more likely
misdeeds will be discovered.
©2011 MFMER | slide-40
Bonus Theses

57. Case Study in Serendipity:
Octogenarian Idols
• Embedded in Sharing Mayo Clinic, posted to
Facebook, Tweeted on 4/7/09

58. The next day...

59. 1,100,000
550,000
275,000
0
825,000
Total Views
187,956228,055292,766
1,0953,08526,97364,778
555,675
692,713
1,002,122
4/7 4/8 4/13 4/22 5/3 5/4 5/5 5/10 5/12 5/15

60. Early Morning May 26

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

64. Results to Date
• More than 10 million views on YouTube
• Over 1.5 million on Sharing Mayo Clinic
• From 200 views/month to 5,000 views/hour
• Validation of SMUG Thesis #26

65. #26: Your mileage may vary, but
youʼll go a lot further if you get a
car.

66. ©2011 MFMER | slide-40
The Most Important Thesis
#35: Social Technologies will
transform health care

67. Mayo Clinic Center for Social Media
• Established in July 2010
• 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.
©2011 MFMER | slide-40

68. • 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, with dues based on organization
revenues
• Goals:
• Be a resource for others - “Air Cover”
• Make connections with and learn from others
©2011 MFMER | slide-40
Social Media Health Network

69. ©2011 MFMER | slide-40
A Catalyst for Social Media

70. ©2011 MFMER | slide-40
Making Quality Metrics Actionable
In collaboration with:
The Center for Social Media,
Cardiovascular Services
Mayo Clinic is a shareholder
in Dabo Health

71. ©2011 MFMER | slide-40
Update on Dabo Pilot

72. ©2011 MFMER | slide-40
Required Data
Meaningful Use Stage 1 59+
Meaningful Use Stage 2 34+
Hospital Readmission (HRRP) 3+
Value Based Purchasing 24+
Medicare Shared Savings Program (ACOs) 33+
Hospital Acquired Condition (HAC) 3+
156+
Category
Number of
Metrics

73. ©2011 MFMER | slide-40
Existing Scorecard

74. Mayo Clinic Center for Social Media
and Dabo Health
©2011 MFMER | slide-40
“Applying the power of teamwork
and data transparency to improve
outcomes and meet the needs
of our patients”
— C. Michel Harper, M.D.
Executive Dean of Practice

75. ©2011 MFMER | slide-40
Making Quality Metrics Actionable
Nurses + Interaction
Designers + Physicians
+ User Interface
Engineers + Nurse
Practitioners + User
Experience Designers +
Quality Managers + User
Interface Designers +
Physician Assistants
=

76. ©2011 MFMER | slide-40

78. Metric Views
during the Dabo Health Pilot (7/1/13 to 11/30/13)
©2011 MFMER | slide-40
2,500
0
5,000
1,426
4,737
Enterprise Quality Scorecard
Dabo Health
61,000 Users
254 Pilot Users

79. ©2011 MFMER | slide-40
dabohealth.com

80. ©2011 MFMER | slide-40
Visualizing Bottom-Line Impact

81. ©2011 MFMER | slide-40
Visualizing Bottom-Line Impact

82. ©2011 MFMER | slide-40
Rochester

83. ©2011 MFMER | slide-40
Arizona

84. The Dabo Health Opportunity
• Learn the amount at risk for your hospital
• Invite clinical staff to explore and engage the
free version on Hospital Acquired Conditions
• Poorer previous performance = more upside
• What if engaging staff and sharing best
practices could improve metrics performance?
• How would this affect
• Social media ROI discussions?
• Perceptions of social media usefulness?
©2011 MFMER | slide-40

85. Cardiac Amyloidosis “Copycat”

86. Benefits: Expected and Serendipitous
• Improving quality of information available to
patients worldwide
• Saving time, deepening conversations
• Referrals
• Academic standing and research opportunities
©2011 MFMER | slide-40

87. ©2011 MFMER | slide-40

88. ©2011 MFMER | slide-40
Mayo Clinic Center for Social Media
Strategy Summary
• Represent Mayo Clinic well as a institution in
general-purpose social networking platforms
• Consult with Mayo stakeholders in developing
integrated social media strategies and provide
resources for execution (“Teach a man to fish...”)
• Professionalism Standards (Fishing etiquette)
• Platform Development (Fishing poles/nets)
• Training/Consultation (Fishing lessons)
• Offer these resources to peers and gather
community to develop and share best practices
through the Social Media Health Network

90. If you still donʼt think social
media can work for you and
©2011 MFMER | slide-40
your patients...

91. ©2011 MFMER | 3139261-

92. ©2011 MFMER | 3139261-

93. For Further Interaction:
• Google Lee Aase or SMUG U
• @LeeAase on Twitter
• For Social Media Health Network information
• http://network.socialmedia.mayoclinic.org/
mccsm/joining-the-network/
• Contact Mayo Clinic Center for Social Media
• By email: socialmediacenter@mayo.edu
• By phone: 507-538-1091