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MHSCN Presentation on Mayo Clinic Social Media Slide 1 MHSCN Presentation on Mayo Clinic Social Media Slide 2 MHSCN Presentation on Mayo Clinic Social Media Slide 3 MHSCN Presentation on Mayo Clinic Social Media Slide 4 MHSCN Presentation on Mayo Clinic Social Media Slide 5 MHSCN Presentation on Mayo Clinic Social Media Slide 6 MHSCN Presentation on Mayo Clinic Social Media Slide 7 MHSCN Presentation on Mayo Clinic Social Media Slide 8 MHSCN Presentation on Mayo Clinic Social Media Slide 9 MHSCN Presentation on Mayo Clinic Social Media Slide 10 MHSCN Presentation on Mayo Clinic Social Media Slide 11 MHSCN Presentation on Mayo Clinic Social Media Slide 12 MHSCN Presentation on Mayo Clinic Social Media Slide 13 MHSCN Presentation on Mayo Clinic Social Media Slide 14 MHSCN Presentation on Mayo Clinic Social Media Slide 15 MHSCN Presentation on Mayo Clinic Social Media Slide 16 MHSCN Presentation on Mayo Clinic Social Media Slide 17 MHSCN Presentation on Mayo Clinic Social Media Slide 18 MHSCN Presentation on Mayo Clinic Social Media Slide 19 MHSCN Presentation on Mayo Clinic Social Media Slide 20 MHSCN Presentation on Mayo Clinic Social Media Slide 21 MHSCN Presentation on Mayo Clinic Social Media Slide 22 MHSCN Presentation on Mayo Clinic Social Media Slide 23 MHSCN Presentation on Mayo Clinic Social Media Slide 24 MHSCN Presentation on Mayo Clinic Social Media Slide 25 MHSCN Presentation on Mayo Clinic Social Media Slide 26 MHSCN Presentation on Mayo Clinic Social Media Slide 27 MHSCN Presentation on Mayo Clinic Social Media Slide 28 MHSCN Presentation on Mayo Clinic Social Media Slide 29 MHSCN Presentation on Mayo Clinic Social Media Slide 30 MHSCN Presentation on Mayo Clinic Social Media Slide 31 MHSCN Presentation on Mayo Clinic Social Media Slide 32 MHSCN Presentation on Mayo Clinic Social Media Slide 33 MHSCN Presentation on Mayo Clinic Social Media Slide 34 MHSCN Presentation on Mayo Clinic Social Media Slide 35 MHSCN Presentation on Mayo Clinic Social Media Slide 36 MHSCN Presentation on Mayo Clinic Social Media Slide 37 MHSCN Presentation on Mayo Clinic Social Media Slide 38 MHSCN Presentation on Mayo Clinic Social Media Slide 39 MHSCN Presentation on Mayo Clinic Social Media Slide 40 MHSCN Presentation on Mayo Clinic Social Media Slide 41 MHSCN Presentation on Mayo Clinic Social Media Slide 42 MHSCN Presentation on Mayo Clinic Social Media Slide 43 MHSCN Presentation on Mayo Clinic Social Media Slide 44 MHSCN Presentation on Mayo Clinic Social Media Slide 45 MHSCN Presentation on Mayo Clinic Social Media Slide 46 MHSCN Presentation on Mayo Clinic Social Media Slide 47 MHSCN Presentation on Mayo Clinic Social Media Slide 48 MHSCN Presentation on Mayo Clinic Social Media Slide 49 MHSCN Presentation on Mayo Clinic Social Media Slide 50 MHSCN Presentation on Mayo Clinic Social Media Slide 51 MHSCN Presentation on Mayo Clinic Social Media Slide 52 MHSCN Presentation on Mayo Clinic Social Media Slide 53 MHSCN Presentation on Mayo Clinic Social Media Slide 54 MHSCN Presentation on Mayo Clinic Social Media Slide 55 MHSCN Presentation on Mayo Clinic Social Media Slide 56 MHSCN Presentation on Mayo Clinic Social Media Slide 57 MHSCN Presentation on Mayo Clinic Social Media Slide 58 MHSCN Presentation on Mayo Clinic Social Media Slide 59 MHSCN Presentation on Mayo Clinic Social Media Slide 60 MHSCN Presentation on Mayo Clinic Social Media Slide 61 MHSCN Presentation on Mayo Clinic Social Media Slide 62 MHSCN Presentation on Mayo Clinic Social Media Slide 63 MHSCN Presentation on Mayo Clinic Social Media Slide 64 MHSCN Presentation on Mayo Clinic Social Media Slide 65 MHSCN Presentation on Mayo Clinic Social Media Slide 66 MHSCN Presentation on Mayo Clinic Social Media Slide 67 MHSCN Presentation on Mayo Clinic Social Media Slide 68 MHSCN Presentation on Mayo Clinic Social Media Slide 69 MHSCN Presentation on Mayo Clinic Social Media Slide 70 MHSCN Presentation on Mayo Clinic Social Media Slide 71 MHSCN Presentation on Mayo Clinic Social Media Slide 72 MHSCN Presentation on Mayo Clinic Social Media Slide 73 MHSCN Presentation on Mayo Clinic Social Media Slide 74 MHSCN Presentation on Mayo Clinic Social Media Slide 75 MHSCN Presentation on Mayo Clinic Social Media Slide 76 MHSCN Presentation on Mayo Clinic Social Media Slide 77 MHSCN Presentation on Mayo Clinic Social Media Slide 78 MHSCN Presentation on Mayo Clinic Social Media Slide 79 MHSCN Presentation on Mayo Clinic Social Media Slide 80 MHSCN Presentation on Mayo Clinic Social Media Slide 81 MHSCN Presentation on Mayo Clinic Social Media Slide 82

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MHSCN Presentation on Mayo Clinic Social Media

My July 23, 2009 presentation to the summer conference for the Minnesota Health Strategy & Communications Network

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MHSCN Presentation on Mayo Clinic Social Media

  1. 1. Social Media in Health Care: A Mayo Clinic Progress Update MHSCN Lee Aase Manager, Syndication and Social Media Mayo Clinic July 23, 2009
  2. 2. Agenda • Updating a Previous MHSCN Presentation • The MacGyver Mindset • Examining the Toolbox • Health Care Penetration & Examples • Mayo Clinic’s Experience • Case Study 2
  3. 3. 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 3
  4. 4. The power of Facebook... • Evelyn’s existence • Videos from Grand Rapids 4
  5. 5. 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 • Your mileage may vary 5
  6. 6. The Most Important Word (and Book Recommendation) in Web 2.0 6
  7. 7. Star Tribune Values and The Changing Media Landscape • 1998 $1.2 Billion • 2006: $530 Million • Today: Bankruptcy 7
  8. 8. 8
  9. 9. The MacGyver Mindset 9
  10. 10. Overview of FREE Tools • Blogs • Podcasts • RSS • Social Networks • Wikis • YouTube • Twitter • Updates: Slideshare, uStream, Skype 10
  11. 11. Intro to Blogs • Just an easy-to-publish Web site that allows comments • Blogs in Plain English - Lee LeFever 11
  12. 12. 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 12
  13. 13. 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 13
  14. 14. Social Networking Sites 14
  15. 15. Wikis • Collaborative editing tools • Wikipedia the most famous • 2.9 million articles in English • Definitive stories quickly on • 35W Bridge Collapse • Virginia Tech shooting 15
  16. 16. 16
  17. 17. 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, Blog Council 17
  18. 18. 18
  19. 19. Other Important Platforms • Slideshare.net: YouTube for PowerPoint and Keynote • uStream.tv: Your own global television channel • Skype: Audio and Videoconferencing • Mix and Match 19
  20. 20. 20
  21. 21. 21
  22. 22. Twitter Case Study #1: Listening 22
  23. 23. Ensuing Conversation 23
  24. 24. Twitter Case Study #2: “Tweetup” in Baltimore Me: Are you based in Baltimore? Me: I’m going to be there Tuesday for this conference. (asae.center.or/hcc) on a panel RU available late pm? Me: I’m flying out Tues at 6:45 p.m. Any avail in the later afternoon? I think my panel is done about 2:30 24
  25. 25. Twitter Case Study #3: Journalist Interactions 25
  26. 26. 26
  27. 27. Hospitals Using Social Media (via @EdBennett) 27
  28. 28. Growth of YouTube vs. Twitter 28
  29. 29. 29
  30. 30. 30
  31. 31. 31
  32. 32. 32
  33. 33. 33
  34. 34. Mayo Clinic’s Social Media Experience 34
  35. 35. Mayo Clinic’s Origin http://tinyurl.com/32xbjx
  36. 36. Sources of Information Influencing Preference for Mayo Clinic Word of mouth 84 Stories in the media 57 MD recommendation 44 Advertising 27 2006 Study Internet/Websites 26 Personal experience 24 Mailings to home 18 0 20 40 60 80 100 36
  37. 37. Mayo Clinic Medical Edge News Media Syndications 37
  38. 38. Mayo Clinic Social Media Progression • Reach people directly • Started with Medical Edge • Produce economically to fit medium • Provide platforms for sharing • Create outposts on popular sites • Energize word of mouth • Leverage social media with mass media and vice versa • Sharing Mayo Clinic 38
  39. 39. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  40. 40. Step 2: More, Longer Podcasts 40
  41. 41. 41
  42. 42. 42
  43. 43. 43
  44. 44. 44
  45. 45. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00 45
  46. 46. Key Tool: Flip Video Camera* • Affordable for all campuses (and you) • 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 46
  47. 47. Cost for a Standard Definition Flip Video Camera $150.00 HD available for an additional $80 47
  48. 48. HD: Worth the Investment 48
  49. 49. podcasts.mayoclinic.org 49
  50. 50. newsblog.mayoclinic.org 50
  51. 51. Next Step: Launched 1/22/2009 Sharing Mayo Clinic • Gathering global Mayo community • Patients telling their stories • Employee bloggers recruited from throughout organization • Video profiles of patients/staff • Hub to integrate Mayo social media • Interactive companion to print edition • sharing.mayoclinic.org 51
  52. 52. sharing.mayoclinic.org 52
  53. 53. Benefits of Comment Threads • Patient stories most popular on .org • Outlet for grateful patients who want to tell their stories • Prompts patients to think about sharing stories • Alerts us to great stories we may want to feature in publications, Medical Edge, media pitches 53
  54. 54. Where Sharing Mayo Clinic Fits • News Blog - Breaking research news; “Hard” news - Like U.S News, Time • Podcast Blog - Evergreen “news you can use” - Like Prevention • Sharing Mayo Clinic - Features; behind the scenes at Mayo Clinic, and stories from patients in their own words - Like People 54
  55. 55. Other Blogs... • Health Policy Center Blog • Physician Update Blog - For referring MDs but not limited to them • Diversity in Education Blog • Advancing the Science - Medical science blog - our medical version of Scientific American 55
  56. 56. Yearly Cost for a Customized Blog $75.00 56
  57. 57. Old-Style Online Newsroom vs. MacGyver Online Newsroom • Web 1.0 Online Newsroom • Typically purchased from a Vendor • Costly - up to $10,000 + monthly fee • Password-Protected Access • MacGyver Online Newsroom • DIY • $45/year or $0.12/day • Open to customers/patients/links 57
  58. 58. Overcoming Objections • “But what about the cost in staff time to maintain all of these social media platforms? They’re not really free!” • AT&T free phone service in 1969 • Pitney Bowes free fax machines and supplies in 1989 • YouTube, Facebook and Twitter free in 2009 58
  59. 59. Sharing Some Stories... 59
  60. 60. 60
  61. 61. Affirming our Employees Dear staff, This 4 minute video actually made me tear up…the patients mentioning our Judd Sessions, classes and pamphlets…in relation to their satisfaction with their care. How wonderful to hear. The patient/family testimonials reminded me how we are making a difference through patient education in the lives of our patients/families. 61
  62. 62. Two Case Studies of Mainstream Media Facilitated by Social Media • Wall Street Journal Health Blog • Pitched via Facebook • Previewed on News Blog • Embedded from YouTube • CBS Radio Network • Flip audio downloaded from news blog made national network air 62
  63. 63. Don’t (just) pitch the media. Be the media. 63
  64. 64. Enhancing Distribution of Patient-Generated Content • Alerted to interesting video of elderly couple playing piano in Gonda atrium • Embedded in Sharing Mayo Clinic, posted to Facebook, Tweeted on 4/7/09 • Video had been seen 1,005 times in six preceding months since upload 64
  65. 65. The next day... 65
  66. 66. Six days later... 66
  67. 67. April 22 67
  68. 68. Sunday, May 3 68
  69. 69. 69
  70. 70. 70
  71. 71. May 4 71
  72. 72. Cinco de Mayo 72
  73. 73. May 6 73
  74. 74. Thursday, May 7 74
  75. 75. May 10 75
  76. 76. 76
  77. 77. May 11 77
  78. 78. May 12 78
  79. 79. A sampling of the comments... 79
  80. 80. May 15 80
  81. 81. Early Morning May 26 81
  82. 82. May 26, 2009: Live in Studio Good Morning America 82
  83. 83. May 28, 2009 83
  84. 84. Results to Date • More than 4 million views on YouTube • Before posting to Sharing Mayo Clinic: 1,000 views in six months • After posting, Facebooking and Tweeting: 5,000 views per hour 84
  85. 85. Lessons • Your mileage may vary, but... • You’ll go a lot farther if you get a car. 85
  86. 86. Summary • Twitter, Facebook, YouTube: $0 • Sharing Mayo Clinic blog: $75 • Bringing joy to the world through music: Priceless 86
  87. 87. Immense Potential • Marketing we couldn’t buy • 500,000 annual unique patients, 50,000 employees as ambassadors • More efficient care delivery • Patient support groups • Chronic disease management • Workplace Collaboration • Free versions let you prove concept, gauge readiness 87
  88. 88. “Your kids aren’t smarter than you are. They’re just not afraid to look dumb.” 88
  89. 89. Six Personal Steps to Explore • Establish a permanent personal email • Get profiles in Facebook, LinkedIn • Get a Twitter account • Get a Flip camera (or iPhone 3GS?) • Create a personal YouTube account • Start a personal Blog 89
  90. 90. Four Starter Steps for Institutions • Claim your organization’s Twitter “handle” • Create a Facebook “fan” page • Create a YouTube channel • For Extra Credit: If you have organizational commitment, create a multi-author blog 90
  91. 91. 91
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My July 23, 2009 presentation to the summer conference for the Minnesota Health Strategy & Communications Network

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