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Presentation to MUSC Healthcare Leadership Conference

Lee Aase
Lee Aase

Slides from my November 1, 2013 presentation in Charleston, SC.

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Bringing the Social Media Revolution
to Health Care
Lee Aase
Mayo Clinic Center for Social Media
November 1, 2013
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)
Mayo Clinic Center for Social Media
• 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.
A Catalyst for Social Media

©2011 MFMER | slide-40
Social Media Health Network

• 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

• Dues based on organization revenues
• Individual and Associate memberships now
available
Mayo Clinic CEO John Noseworthy, M.D.

©2011 MFMER | 3139261-
Ad

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Presentation to MUSC Healthcare Leadership Conference

  • 1. Bringing the Social Media Revolution to Health Care Lee Aase Mayo Clinic Center for Social Media November 1, 2013
  • 2. 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)
  • 3. Mayo Clinic Center for Social Media • 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.
  • 4. A Catalyst for Social Media ©2011 MFMER | slide-40
  • 5. Social Media Health Network • 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 • Dues based on organization revenues • Individual and Associate memberships now available
  • 6. Mayo Clinic CEO John Noseworthy, M.D. ©2011 MFMER | 3139261-
  • 8. Goals for this Presentation • Increase your personal understanding, comfort and confidence with social media • Spur creative thinking on ways you can apply these tools toward important objectives • You will believe that using social media tools is worthwhile and that you -- and your hospital -can do it
  • 9. Two Heroes Six Magic Words Four Reasons Why They’re True for You
  • 11. “I’ll bet I could do that!” ©2011 MFMER | 3139261-
  • 12. Bringing Hope to the Mediocre
  • 13. 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 ©2011 MFMER | 3139261-
  • 14. ©2011 MFMER | 3139261-
  • 15. ©2011 MFMER | 3139261-
  • 16. ©2011 MFMER | 3139261-
  • 17. ©2011 MFMER | 3139261-
  • 18. One more reason why you can do this...
  • 19. Intro to Today’s FREE Tools Blogs RSS Podcasts Social Networks YouTube Slideshare Wikis Twitter
  • 20. Intro to Blogs • Just an easy-to-publish Web site that allows comments • Blogs in Plain English - Lee LeFever • You read them all the time without even knowing it • Create a blog at wordpress.com or blogger.com in less than a minute
  • 21. My First Blog Post - 7/30/06 Lines from Lee
  • 22. 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 browsers • Free Web-based options like Feedly
  • 23. Podcasts • TiVo for Audio (or video) • Don’t need an iPod to use • Series of segments to which you can subscribe via RSS • iTunes free for PC or Mac
  • 24. Behold, the power of Social Networking!
  • 25. Graham Lewis Aase Born Oct. 31, 2013
  • 26. Wikis • • • • Collaborative editing tools Wikipedia the most famous 4.3 million articles in English Definitive stories quickly on • 35W Bridge Collapse • Virginia Tech shooting • Sandy Hook shooting • Boston Marathon bombing
  • 28. YouTube • World’s #2 search engine • “The world has voted, and we want to watch videos on YouTube.” - Andy Sernovitz, SocialMedia.org
  • 29. Mayo Clinic’s Social Media Story
  • 30. Mayo Clinic Medical Edge Syndicated News Media Resources
  • 31. First Foray in “New” Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  • 32. My First Blog Post - 7/30/06 Lines from Lee
  • 34. Medical Edge Sample Sound Bite
  • 37. Involuntary Social Network Representation myspace.com/mayoclinic
  • 40. The Revolutionary impact of consumer-grade video
  • 42. A Presentation that created an Alter Ego
  • 47. Thesis #1: Air was the original social medium
  • 49. Patient Word of Mouth • 91% said “good things” about Mayo Clinic after visits • Average of 43 heard “good things” • 86% recommended Mayo Clinic • Average of 24 advised to come • Average of 6 actually came 2009 Patient Brand Monitor, n=900 ©2011 MFMER | slide-18
  • 50. Sources Influencing Preference for Mayo Clinic Word of mouth 82 News stories 62 Hospital ratings 48 Internet 33 MD recommendation 29 Personal experience 26 Advertising 25 Direct mail 13 Social media 5 Insurance plan 5 2010 study (n=119) Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic; *differs significantly from Q2-2010 ©2011 MFMER | slide-20
  • 51. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  • 53. #4: Social media are the third millennium’s defining communications trend
  • 55. Gutenberg: Global Mass Literacy Zuckerberg: Global Mass Publishing
  • 57. #7: Hand-wringing about merits and dangers of social media is as productive as debating gravity
  • 59. If you think blocking is a viable long-term option...
  • 61. And if you do block, you’re not alone...
  • 62. Does your organization maintain an official presence on... 0 Facebook Google+ LinkedIn Pinterest Twitter YouTube 25 50 75 100
  • 63. Are employees able to access social networking sites from their computers connected to the corporate network? All None Some 36% 45% 19%
  • 64. If not blocking, has access always been available or was a decision made to open? Always Open Formerly Blocked 37% 63%
  • 65. If access is open, characterization of problems experienced due to access None Moderate Minor 44% 47% 9%
  • 66. If access is open, is your organization actively considering restricting access? Yes No Unsure 4% 22% 74%
  • 67. What are the main reasons for blocking access to these sites? 0 Network Bandwidth Network Security Employee Productivity Privacy/Professionalism Legal Liability Other 25 50 75 100
  • 68. Why it Matters: The Pertussis Experience • With introduction of DTP vaccine, U.S. pertussis cases declined 90 percent in 15 years, from 120,000 cases in 1950 to 6,800 in 1965. • For 37 years, cases never exceeded 10,000/yr.
  • 69. Main Points of White Paper • Social networking is pandemic in society • Medical professionals have been less present in online health discussions, with negative consequences for human health • Blocking doesn’t solve the problems it purports to address • Open access, clear policies and effective education are the best solution to perceived problems and mitigate the consequences of provider absence
  • 72. #17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)
  • 73. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
  • 75. In the European Union, based on current exchange rates: €0,00
  • 76. #18: As I approaches zero, ROI approaches infinity
  • 80. Dr. Richard Berger and UT Ligament Split Tear
  • 90. 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 shortterm 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
  • 92. UT Split Repair Procedures 40 30 20 10 2007 2008 2009 2010 0 2011
  • 97. Lessons and Observations • Sometimes the perfect can be the enemy of the good. Take the side of the good. • Follow the Mayo Clinic Center for Innovation Motto: Think Big. Start Small. Move Fast.TM • Iterate until it’s great. • Accelerate!
  • 98. Free Guest Account ©2011 MFMER | 3139261-
  • 99. Free Introductory Curriculum Modules • GSM 110 - Mayo Clinic’s Social Media History • TW 101 - Getting Started with Twitter • TW 110 - How to Effectively Participate in a Twitter Chat • FB 101 - Introduction to Facebook
  • 100. For Further Interaction: • @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