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Off-Label Uses for Social Media in Health Care

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My presentation slides for the Center for Business Intelligence conference in Alexandria, VA on Wednesday, June 23, 2010.

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Off-Label Uses for Social Media in Health Care

  1. 1. Social Media at Mayo Clinic: Off-Label Uses and Powerful Interactions Lee Aase (@LeeAase) Manager, Syndication and Social Media Mayo Clinic #CBISM June 23, 2010
  2. 2. 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. 3. 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 • Do not drive or operate heavy machinery while using social media tools • If insufficient media coverage persists, consult your communications doctor • Batteries not included • Some assembly required • Your mileage may vary
  4. 4. 2009 Brand Preference Summary Healthcare Decision-Makers Aged 25+ Total Mayo Clinic 13 5.4 18.4% AMC 1 4 2.5 6.6% AMC 2 2 1.5 4.8% AMC 3 2 1.4 3.4% AMC 4 2 1.1 2.8% AMC 5 1 1.3 2.3% AMC 6 2 0.8 2.3% 1st Mention 2009 US Consumer Brand Monitor, n=3336 Add'l Mention
  5. 5. Thesis #1: Air was the original social medium
  6. 6. 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
  7. 7. 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
  8. 8. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  9. 9. #19: MacGyver is the model for social media success
  10. 10. The MacGyver Mindset
  11. 11. Mayo Clinic Medical Edge News Media Syndications
  12. 12. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  13. 13. Step 2: More, Longer Podcasts
  14. 14. 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
  15. 15. MSRP for a Standard Definition Flip Video Camera $149.99 HD available for an additional $50
  16. 16. Mayo Clinic’s Social Media Journey
  17. 17. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
  18. 18. In the European Union, based on current exchange rates: €0,00
  19. 19. podcasts.mayoclinic.org
  20. 20. newsblog.mayoclinic.org
  21. 21. sharing.mayoclinic.org
  22. 22. Yearly Cost for a Customized Blog $75.00
  23. 23. Individually Powerful but with Potent Interactions
  24. 24. A Story from Twitter
  25. 25. Ensuing Conversation
  26. 26. #22: Social media are an essential part of a balanced communications diet
  27. 27. Basic Social Media “Food Groups”
  28. 28. 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
  29. 29. radio.mayoclinic.org
  30. 30. 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
  31. 31. The next day...
  32. 32. Six days later...
  33. 33. April 22
  34. 34. Sunday, May 3
  35. 35. May 4
  36. 36. Cinco de Mayo
  37. 37. May 10
  38. 38. May 11
  39. 39. May 12
  40. 40. May 15
  41. 41. Early Morning May 26
  42. 42. May 26, 2009: Live in Studio Good Morning America
  43. 43. 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 • National TV coverage in U.S. and Japan
  44. 44. Overall Social Network Growth for Mayo Clinic • 2.2 Million Video Views on YouTube • 52,000 followers on Twitter • 20,000 “like” Mayo Clinic on Facebook • Powerful stories behind the numbers
  45. 45. USA Today Nov 12, 2009 3031031-7
  46. 46. Last Friday 3031031-9
  47. 47. 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
  48. 48. 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.
  49. 49. For Further Interaction: • Google Lee Aase or SMUG U • @LeeAase on Twitter (or keep chatting at #cbism) • aase.lee@mayo.edu

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