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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
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
Six Magic Words
        and

Three Reasons Why
They’re True for You
“I’ll bet I
could do
  that!”
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
My First Blog Post
Thesis #1: Air was the
original social medium
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
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
#2: Electronic tools merely
  facilitate broader, more
 efficient transmission by
  overcoming inertia and
            friction
#4: Social media are the
third millennium’s defining
   communications trend
Gutenberg: Global Mass Literacy
Zuckerberg: Global Mass Publishing
#7: Hand-wringing about
merits and dangers of social
 media is as productive as
      debating gravity.
What else do patients
         know about you?


 Copyright 2009, Health Grades, Inc. All Rights Reserved.
If you think blocking is a viable
       long-term option...
Health Care Corollary:

Use Common Sense and Keep
      it Professional
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
#9: Mass media will remain
powerful levers that move --
 and are moved by -- social
        media buzz
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
The next day...
Six days later...
April 22
Sunday, May 3
May 4
Cinco de Mayo
May 10
May 11
May 12
May 15
Early Morning May 26
May 26, 2009: Live in Studio
  Good Morning America
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
#17: Social media are free in
 any ordinary sense of the
word (or at least ridiculously
       inexpensive)
Total Cost for Mayo Clinic
Facebook, YouTube and Twitter




  $0.00
In Sweden, based on current
      exchange rates:




0 SEK
MSRP for HD Video Camera




$149.99
newsblog.mayoclinic.org
sharing.mayoclinic.org
Yearly Cost for a
 Customized Blog




$75.00
#18: As I approaches zero,
 ROI approaches infinity
#19: MacGyver is the model
 for social media success
The MacGyver Mindset
Mayo Clinic Medical Edge
News Media Syndications
First Foray in New Media




• Existing Medical Edge radio mp3s
• Launched Sept. ‘05; Downloads up
 8,217 percent Oct. vs. Aug.
Step 2: More, Longer Podcasts
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.
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
http://socialmedia.mayoclinic.org/
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
A word from our medical director,
      Victor Montori, M.D.
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
http://socialmediahealthnetwork.org/
Charter Members
• Mayo Clinic
• Bon Secours Health System
• Inova Health System
• Mission Health System
• Radboud University Nijmegen Medical
 Centre, Netherlands
• Swedish Medical Center (Seattle)
For Further Interaction:
• Google Lee Aase or SMUG U
• @LeeAase on Twitter (or keep chatting
 at #MCCSM)
• aase.lee@mayo.edu
• http://socialmedia.mayoclinic.org

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Swedish Society of Medicine

  • 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. 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
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  • 4. Six Magic Words and Three Reasons Why They’re True for You
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  • 6. “I’ll bet I could do that!”
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  • 9. 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
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  • 28. Thesis #1: Air was the original social medium
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  • 33. 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
  • 34. 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
  • 35. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
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  • 37. #4: Social media are the third millennium’s defining communications trend
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  • 39. Gutenberg: Global Mass Literacy Zuckerberg: Global Mass Publishing
  • 40. #7: Hand-wringing about merits and dangers of social media is as productive as debating gravity.
  • 41. What else do patients know about you?  Copyright 2009, Health Grades, Inc. All Rights Reserved.
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  • 43. If you think blocking is a viable long-term option...
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  • 46. Health Care Corollary: Use Common Sense and Keep it Professional
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  • 48. 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
  • 49. #9: Mass media will remain powerful levers that move -- and are moved by -- social media buzz
  • 50. 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
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  • 57. May 4
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  • 65. May 26, 2009: Live in Studio Good Morning America
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  • 68. 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
  • 69. #17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)
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  • 72. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
  • 73. In Sweden, based on current exchange rates: 0 SEK
  • 74. MSRP for HD Video Camera $149.99
  • 77. Yearly Cost for a Customized Blog $75.00
  • 78. #18: As I approaches zero, ROI approaches infinity
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  • 81. #19: MacGyver is the model for social media success
  • 83. Mayo Clinic Medical Edge News Media Syndications
  • 84. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  • 85. Step 2: More, Longer Podcasts
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  • 94. 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.
  • 95. 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
  • 97. 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
  • 98. A word from our medical director, Victor Montori, M.D.
  • 99. 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
  • 101. Charter Members • Mayo Clinic • Bon Secours Health System • Inova Health System • Mission Health System • Radboud University Nijmegen Medical Centre, Netherlands • Swedish Medical Center (Seattle)
  • 102. For Further Interaction: • Google Lee Aase or SMUG U • @LeeAase on Twitter (or keep chatting at #MCCSM) • aase.lee@mayo.edu • http://socialmedia.mayoclinic.org