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Swedish Society of Medicine

This is the presentation I gave on Dec. 2, 2010 in Gothenburg Sweden at the Swedish Society of Medicine annual meeting.

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Swedish Society of Medicine

  1. 1. Bringing the Social Media Revolution to Health Care Lee Aase (@LeeAase)Director, Mayo Clinic Center for Social Media #MCCSM Swedish Society of Medicine December 2, 2010
  2. 2. William J. Mayo, M.D.• Visited Sweden in Spring 1914 - Stockholm, Upsala, Lund and Malmo• “Award of Cross of Commander of the Order” - Royal Order of the Northern Star of Sweden - 11/8/1927
  3. 3. Six Magic Words andThree Reasons WhyThey’re True for You
  4. 4. “I’ll bet Icould do that!”
  5. 5. 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
  6. 6. My First Blog Post
  7. 7. Thesis #1: Air was theoriginal social medium
  8. 8. 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
  9. 9. Sources of Information Influencing Preference for Mayo Clinic Word of mouth 84Stories in the media 57MD recommendation 44 Advertising 27 Internet/Websites 26Personal experience 24 Mailings to home 18 0 20 40 60 80 100
  10. 10. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  11. 11. #4: Social media are thethird millennium’s defining communications trend
  12. 12. Gutenberg: Global Mass LiteracyZuckerberg: Global Mass Publishing
  13. 13. #7: Hand-wringing aboutmerits and dangers of social media is as productive as debating gravity.
  14. 14. What else do patients know about you? Copyright 2009, Health Grades, Inc. All Rights Reserved.
  15. 15. If you think blocking is a viable long-term option...
  16. 16. Health Care Corollary:Use Common Sense and Keep it Professional
  17. 17. Basic Social Media Guidelines for Health Care Professionals• If you don’t have a pre-existing, real-life friendship with patients, don’t create one on Facebook• If you do create Facebook friendship with patients, do it with a purpose• Apply the “Front Page” test to your online postings
  18. 18. #9: Mass media will remainpowerful levers that move -- and are moved by -- social media buzz
  19. 19. 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
  20. 20. The next day...
  21. 21. Six days later...
  22. 22. April 22
  23. 23. Sunday, May 3
  24. 24. May 4
  25. 25. Cinco de Mayo
  26. 26. May 10
  27. 27. May 11
  28. 28. May 12
  29. 29. May 15
  30. 30. Early Morning May 26
  31. 31. May 26, 2009: Live in Studio Good Morning America
  32. 32. Results to Date• More than 7.4 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
  33. 33. #17: Social media are free in any ordinary sense of theword (or at least ridiculously inexpensive)
  34. 34. Total Cost for Mayo ClinicFacebook, YouTube and Twitter $0.00
  35. 35. In Sweden, based on current exchange rates:0 SEK
  36. 36. MSRP for HD Video Camera$149.99
  37. 37.
  38. 38.
  39. 39. Yearly Cost for a Customized Blog$75.00
  40. 40. #18: As I approaches zero, ROI approaches infinity
  41. 41. #19: MacGyver is the model for social media success
  42. 42. The MacGyver Mindset
  43. 43. Mayo Clinic Medical EdgeNews Media Syndications
  44. 44. First Foray in New Media• Existing Medical Edge radio mp3s• Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  45. 45. Step 2: More, Longer Podcasts
  46. 46. The 37th ThesisApplying social media in health care isn’tjust inevitable: it’s the right thing to do inthe interest of patients.
  47. 47. Mayo Clinic Center for Social Media • Mission: Lead the social media revolution in health care, contributing to health and well being for people everywhere − Grow social media use by Mayo Clinic − Create resources for use at Mayo Clinic that can be shared with organizations wanting to use social media in health and health care
  48. 48.
  49. 49. Social Media Health Network• Membership group associated with Mayo Clinic Center for Social Media• Open to organizations and individuals wanting to use social media to improve health and health care• Dues based on organization revenues• Industry members, but no industry grant funding
  50. 50. A word from our medical director, Victor Montori, M.D.
  51. 51. What do you get?• Access to resources to speed your organization’s adoption of social media − Curriculum/Training materials − Guidelines/Policies/Job Descriptions − Technical services and support• Free and discounted conferences, webinars, member meetings• Community, blogging platform options• Member site for sharing, learning
  52. 52.
  53. 53. Charter Members• Mayo Clinic• Bon Secours Health System• Inova Health System• Mission Health System• Radboud University Nijmegen Medical Centre, Netherlands• Swedish Medical Center (Seattle)
  54. 54. For Further Interaction:• Google Lee Aase or SMUG U• @LeeAase on Twitter (or keep chatting at #MCCSM)••