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Motivating the Unscreened through Social Media

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Slides for my Dec. 8, 2017 presentation to the National Colorectal Cancer Roundtable in Bethesda, MD.

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Motivating the Unscreened through Social Media

  1. 1. Motivating the Unscreened through Social Media NCCRT • December 8, 2017 • #NCCRT2017 Lee Aase, Director, Mayo Clinic Social Media Network • @LeeAase
  2. 2. Disclosures: Alignment of Interests I am a full-time salaried employee of Mayo Clinic. I will say nice things about Mayo Clinic.
  3. 3. Agenda • Social Networking in Mayo Clinic’s History • The Evolution of Media • Mayo Clinic’s Efforts to Motivate the Unscreened • Resources to Accelerate Your Social Media Application
  4. 4. Why?
  5. 5. Mayo Clinic’s Original Social Networkers
  6. 6. “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)
  7. 7. Countries Dr. Will Mayo Visited
  8. 8. 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
  9. 9. The Surgeons Club
  10. 10. … and is part of the DNA of healthcare! Social Networking is part of Mayo Clinic’s DNA…
  11. 11. The Evolution of Media
  12. 12. Once Upon a Time, Three Networks Dominated the Media Landscape in the United States
  13. 13. Every day, these guys would define the news…
  14. 14. ... while local affiliates and newspapers sold scarce audience access at monopoly prices
  15. 15. Then one day Ted Turner launched the cable TV revolution...
  16. 16. And one of these guys invented the Internet...
  17. 17. The means of news production and distribution were democratized...
  18. 18. Twin revolutions fragmented audiences, causing major economic upheaval • Hundreds of cable channels, exponential growth in Web sites • Mass media came under economic pressure leading to • Demise of TV doctor • Papercuts
  19. 19. Until finally, the Big 3 TV share of audience crashed... Big Three Others
  20. 20. Facebook went public at 20x the value of The Wall Street Journal… WSJ (2007) ABC (1995) Facebook (2012)
  21. 21. …and has more than quadrupled since 2012 WSJ (2007) ABC (1995) Facebook (2012) Facebook (2017)
  22. 22. Market Capitalization Perspective Facebook Walmart
  23. 23. Social Media = Digital Social Networking
  24. 24. 28 Information Sources Behind Preference for Mayo Clinic
  25. 25. 29
  26. 26. Mayo Clinic’s Social Media Efforts to Motivate the Unscreened
  27. 27. 2014
  28. 28. 2015
  29. 29. 2016
  30. 30. 2017
  31. 31. Resources to Aid Your Social Media Application
  32. 32. The Surgeons Club for Social Media in Healthcare
  33. 33. The Mayo Clinic Social Media Network • 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. • Makes resources developed for Mayo Clinic staff available to peers, and generates revenue to support mission.
  34. 34. FREE Basic membership: socialmedia.mayoclinic.org
  35. 35. FREE Resources via MCSMN Basic Membership • Essays from 30 thought leaders • The “Why?” of social media in health care • Free PDF, Kindle versions • Contact us for bulk hard copy discounts
  36. 36. #MCSMN: A Catalyst for Health Care Social Media • Guidelines • Best Practices • Platforms • Training • Consultation
  37. 37. Social for Healthcare Certificate from Mayo Clinic and Hootsuite 3.5 AMA PRA Category 1 CreditsTM Available
  38. 38. Let’s Keep Talking! Lee Aase (@LeeAase) Mayo Clinic Social Media Network (#MCSMN) socialmediacenter@mayo.edu

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