Lee Aase
Mayo Clinic Center for Social Media
September 27, 2013
Bringing the Social Media Revolution
to Health Care
THE Book on Social Media in Health Care
• Essays from 30 thought
leaders
• The “Why?” of social media
in health care
• Ava...
Prologue: A Story that Demonstrates
the Power of Social Platforms
• Presentation at Community 2.0 conference in
San Franci...
Behold, the Power of Slideshare...
Slideshare.net: YouTube for PowerPoint
Agenda
• Discuss Mayo Clinic’s experience and the
historical import of social media
• Increase your personal understanding...
The Hidden Agenda
• You will see the transformational power of social
media
• You will see social platforms as tools to do...
Two Heroes
Six Magic Words
Four Reasons Why
They’re True for You
©2011 MFMER | 3139261-
“I’ll bet I
could do
that!”
©2011 MFMER | 3139261-
About Lee Aase (@LeeAase)
• B.S. Political Science
• 14 years in politics and government at local, ...
©2011 MFMER | 3139261-
©2011 MFMER | 3139261-
©2011 MFMER | 3139261-
©2011 MFMER | 3139261-
©2011 MFMER | 3139261-
One More Bonus
Reason
©2011 MFMER | 3139261-
A Brief History of Social Media
at Mayo Clinic
Answering a burning question...
It all started with a tornado...
©2011 MFMER | 3139261-
Mayo Clinic’s First Social Networkers
©2011 MFMER | 3139261-
Social Networking is part of the
@MayoClinic DNA and is
fundamental to health care
Mayo Clinic Medical Edge
Syndicated News Media Resources
First Foray in “New” Media
• Existing Medical Edge radio mp3s
• Launched Sept. ‘05; Downloads up 8,217 percent
Oct. vs. Au...
Taking a step back: Content Creation/
“New Media” Task Force
• Public Affairs group met Oct. 2005 to July 2006
• Reviewed ...
My First Blog Post - 7/30/06
Lines from Lee
Beyond the Hypochondriac feed
Medical Edge TV Sample Sound Bite
Involuntary Social Network Representation
myspace.com/mayoclinic
Facebook: 11/7/07
A Pivotal Presentation
The Revolutionary impact of consumer-
grade video
Dramatically increased number of videos and
depth of content
@MayoClinic on Twitter: 4/29/08
The $4-a-month online newsroom
Let’s Talk “site” - May 2008
Sharing Mayo Clinic - January 2009
An Email from Dr. Noseworthy
• Paraphrased version: I know we’re doing a lot in
social media, but have we considered wheth...
Mayo Clinic Center for Social Media
• The Mayo Clinic Center for Social Media exists
to improve health globally by acceler...
©2011 MFMER | slide-40
A Catalyst for Social Media
Social Media Health Network
• Membership group associated with Mayo Clinic
Center for Social Media
• For organizations wan...
©2011 MFMER | 3139261-
A Broader Historical Perspective...
Thesis #1: Air was the original
social medium
©2011 MFMER | slide-18
Patient Word of Mouth
2009 Patient Brand Monitor, n=900
• 91% said “good things” about Mayo Clinic ...
©2011 MFMER | slide-20
Sources Influencing Preference
for Mayo Clinic
Consumer Brand Monitor, Base: Respondents who prefer...
#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
If you think blocking is a viable long-term
option...
A Balanced Approach to Professionalism
• Avoiding faux pas is important but cannot be the
only standard for judging profes...
Key Elements
• All policies apply in social media, too
• Privacy
• Mutual Respect
• Computer use
• Generally don’t “friend...
Guidelines for Mayo Employees
#9: Mass Media will remain
important 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...
The next day...
0
1,000
2,000
3,000
4,000
1,095
3,085
4/7/09
4/8/09
TotalViews
0
7,500
15,000
22,500
30,000
1,095
3,085
26,973
4/7/09
4/8/09
4/13/09
TotalViews
0
17,500
35,000
52,500
70,000
1,095
3,085
26,973
64,778
4/7/09
4/8
4/13
4/22
TotalViews
0
50,000
100,000
150,000
200,000
1,095
3,085
26,973
64,778
187,956
4/7/09
4/8
4/13
4/22
5/3
TotalViews
0
62,500
125,000
187,500
250,000
1,095
3,085
26,973
64,778
187,956
228,055
4/7
4/8
4/13
4/22
5/3
5/4
TotalViews
0
75,000
150,000
225,000
300,000
1,095
3,085
26,973
64,778
187,956
228,055
292,766
4/7 4/8 4/13
4/22
5/3
5/4
5/5
TotalViews
0
150,000
300,000
450,000
600,000
1,095
3,085 26,973 64,778
187,956
228,055
292,766
555,675
4/7 4/8 4/13 4/22
5/3
5/4
5/5
...
0
175,000
350,000
525,000
700,000
1,095 3,085 26,973 64,778
187,956228,055
292,766
555,675
692,713
4/7/09 4/8 4/13 4/22 5/...
0
275,000
550,000
825,000
1,100,000
1,095 3,08526,97364,778
187,956228,055292,766
555,675
692,713
1,022,122
4/7/094/8 4/13...
0
550,000
1,100,000
1,650,000
2,200,000
1,095 3,08526,97364,778187,956228,055292,766
555,675
692,713
1,022,122
2,047,021
4...
May 26, 2009: Live in Studio
Good Morning America
Results to Date
• More than 8.7 million views on YouTube
• Over 1.5 million on Sharing Mayo Clinic
• From 200 views/month ...
#26: Your mileage may vary, but
you’ll go a lot further if you get a
car.
#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 the European Union, based on current
exchange rates:
€0,00
#18: As I approaches zero, ROI
approaches infinity
Unique Myelofibrosis Patients
0
100
200
300
400
2008 2009 2010 2011
MCF MCA
#19: MacGyver is the model for
social media success
The MacGyver Mindset
#22: Social media are an
essential part of a balanced
communications diet
Basic Social Media “Food Groups”
#33: Social media will decrease
diffusion time for medical
research and healthcare
innovations
Discovery by Richard Berger, M.D. Ph.D
UT Ligament Split Tear
©2011 MFMER | 3139261-
Recent Advances...
MCCSM Site: Version 1.0
MCCSM Version 1.5
SMHN Version 1.5
Sharing Mayo Clinic/Patient Stories Example
• Relevant patient stories help patients choose
Mayo Clinic
• Patient stories ...
©2011 MFMER | 3139261-
©2011 MFMER | 3139261-
©2011 MFMER | 3139261-
Project Benefits
• Large number of disease pages now have
relevant stories instead of undifferentiated ones
• Doubling of ...
Mayo Clinic News Network
Mayo Clinic News Network
Downloadable Assets
Online Newsroom Progression
• Domain Mapping to News blog hosted on
Wordpress.com
• One generic password per post - passwo...
Agenda
• Discuss Mayo Clinic’s experience and the
historical import of social media
• Increase your personal understanding...
Lessons and Observations
• Sometimes the perfect can be the enemy of the
good. Take the side of the good.
• Follow the May...
Don’t Consider Social Media in Isolation
• Not a silver bullet
• Seek synergy with existing means of
communication
• Neces...
Structure and Staffing
• Start by finding core internal champions
• Train the trainers
• Engage broader employee populatio...
Structure and Staffing
• Start by finding core internal champions
• Train the trainers
• Engage broader employee populatio...
4 Ways to Connect
• Explore free Social Media Health Network
resources at network.socialmedia.mayoclinic.org
• News and se...
Health Care Social Media List
Basic Listing for Non-Member Organizations
GSM 105 - Intro to Tools
Community Group for Members
Social Media Fellows Program
Network Membership Plans and Benefits
• Individual Membership
• Full access to all curriculum and resources
• Members-only...
Premium Listing for Organization Members
Upcoming Opportunities
• Social Media Week at Mayo Clinic Oct. 21-25
• Social Media Residency
• 5th Annual #MayoRagan Soci...
For Further Interaction:
• Google Lee Aase or SMUG U
• @LeeAase on Twitter
• For Social Media Health Network information
•...
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Tampa Presentation

  1. 1. Lee Aase Mayo Clinic Center for Social Media September 27, 2013 Bringing the Social Media Revolution to Health Care
  2. 2. THE Book on Social Media in Health Care • Essays from 30 thought leaders • The “Why?” of social media in health care • Available on Amazon and discount bulk orders • http://mayocl.in/OGvNCx • Net proceeds fund patient scholarships
  3. 3. Prologue: A Story that Demonstrates the Power of Social Platforms • Presentation at Community 2.0 conference in San Francisco on May 12, 2009 • Attendance approximately 200 • Somebody tweeted something like “Hey @GuyKawasaki, @LeeAase just mentioned you in his presentation” and included the link to my presentation, which I had uploaded to Slideshare.net
  4. 4. Behold, the Power of Slideshare...
  5. 5. Slideshare.net: YouTube for PowerPoint
  6. 6. Agenda • Discuss Mayo Clinic’s experience and the historical import of social media • Increase your personal understanding, comfort and confidence with social media • Help you make the case for using social media or increasing your commitment • Lessons learned and an invitation to continue learning together
  7. 7. The Hidden Agenda • You will see the transformational power of social media • You will see social platforms as tools to do your work more effectively and efficiently • You will believe that using social media tools is worthwhile and that you (and your organization) can do it
  8. 8. Two Heroes Six Magic Words Four Reasons Why They’re True for You
  9. 9. ©2011 MFMER | 3139261- “I’ll bet I could do that!”
  10. 10. ©2011 MFMER | 3139261- 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 2003 • Media Relations/Research Comm • Syndication and Social Media • Director, Center for Social Media, 2010-present
  11. 11. ©2011 MFMER | 3139261-
  12. 12. ©2011 MFMER | 3139261-
  13. 13. ©2011 MFMER | 3139261-
  14. 14. ©2011 MFMER | 3139261-
  15. 15. ©2011 MFMER | 3139261-
  16. 16. One More Bonus Reason
  17. 17. ©2011 MFMER | 3139261- A Brief History of Social Media at Mayo Clinic
  18. 18. Answering a burning question...
  19. 19. It all started with a tornado...
  20. 20. ©2011 MFMER | 3139261-
  21. 21. Mayo Clinic’s First Social Networkers
  22. 22. ©2011 MFMER | 3139261- Social Networking is part of the @MayoClinic DNA and is fundamental to health care
  23. 23. Mayo Clinic Medical Edge Syndicated News Media Resources
  24. 24. First Foray in “New” Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  25. 25. Taking a step back: Content Creation/ “New Media” Task Force • Public Affairs group met Oct. 2005 to July 2006 • Reviewed landscape and made recommendations on initial strategies • Process changes to create more in-depth products - podcasting • Save blogging for later
  26. 26. My First Blog Post - 7/30/06 Lines from Lee
  27. 27. Beyond the Hypochondriac feed
  28. 28. Medical Edge TV Sample Sound Bite
  29. 29. Involuntary Social Network Representation myspace.com/mayoclinic
  30. 30. Facebook: 11/7/07
  31. 31. A Pivotal Presentation
  32. 32. The Revolutionary impact of consumer- grade video
  33. 33. Dramatically increased number of videos and depth of content
  34. 34. @MayoClinic on Twitter: 4/29/08
  35. 35. The $4-a-month online newsroom
  36. 36. Let’s Talk “site” - May 2008
  37. 37. Sharing Mayo Clinic - January 2009
  38. 38. An Email from Dr. Noseworthy • Paraphrased version: I know we’re doing a lot in social media, but have we considered whether a bigger investment is warranted? • January 2010 meeting Dr. Noseworthy (CEO) and Shirley Weis (CAO) endorsed concept of Center for Social Media • Gathered planning team from across Mayo • Announced MCCSM, with 8.1 new FTE, in July
  39. 39. 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.
  40. 40. ©2011 MFMER | slide-40 A Catalyst for Social Media
  41. 41. 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 memberships now available
  42. 42. ©2011 MFMER | 3139261-
  43. 43. A Broader Historical Perspective...
  44. 44. Thesis #1: Air was the original social medium
  45. 45. ©2011 MFMER | slide-18 Patient Word of Mouth 2009 Patient Brand Monitor, n=900 • 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
  46. 46. ©2011 MFMER | slide-20 Sources Influencing Preference for Mayo Clinic Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic; *differs significantly from Q2-2010 5 5 13 25 26 29 33 48 62 82Word of mouth News stories Hospital ratings Internet MD recommendation Personal experience Advertising Direct mail Social media Insurance plan 2010 study (n=119)
  47. 47. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  48. 48. #4: Social media are the third millennium’s defining communications trend
  49. 49. Gutenberg: Global Mass Literacy Zuckerberg: Global Mass Publishing
  50. 50. #7: Hand-wringing about merits and dangers of social media is as productive as debating gravity
  51. 51. If you think blocking is a viable long-term option...
  52. 52. A Balanced Approach to Professionalism • Avoiding faux pas is important but cannot be the only standard for judging professionalism in social media • Professionalism is more than the absence of unprofessional conduct • Professionals have a moral obligation to use available tools effectively on behalf of those they serve
  53. 53. Key Elements • All policies apply in social media, too • Privacy • Mutual Respect • Computer use • Generally don’t “friend” patients • Remember the “front page” rule
  54. 54. Guidelines for Mayo Employees
  55. 55. #9: Mass Media will remain important levers that move - and are moved by - social media buzz
  56. 56. 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
  57. 57. The next day...
  58. 58. 0 1,000 2,000 3,000 4,000 1,095 3,085 4/7/09 4/8/09 TotalViews
  59. 59. 0 7,500 15,000 22,500 30,000 1,095 3,085 26,973 4/7/09 4/8/09 4/13/09 TotalViews
  60. 60. 0 17,500 35,000 52,500 70,000 1,095 3,085 26,973 64,778 4/7/09 4/8 4/13 4/22 TotalViews
  61. 61. 0 50,000 100,000 150,000 200,000 1,095 3,085 26,973 64,778 187,956 4/7/09 4/8 4/13 4/22 5/3 TotalViews
  62. 62. 0 62,500 125,000 187,500 250,000 1,095 3,085 26,973 64,778 187,956 228,055 4/7 4/8 4/13 4/22 5/3 5/4 TotalViews
  63. 63. 0 75,000 150,000 225,000 300,000 1,095 3,085 26,973 64,778 187,956 228,055 292,766 4/7 4/8 4/13 4/22 5/3 5/4 5/5 TotalViews
  64. 64. 0 150,000 300,000 450,000 600,000 1,095 3,085 26,973 64,778 187,956 228,055 292,766 555,675 4/7 4/8 4/13 4/22 5/3 5/4 5/5 5/10 TotalViews
  65. 65. 0 175,000 350,000 525,000 700,000 1,095 3,085 26,973 64,778 187,956228,055 292,766 555,675 692,713 4/7/09 4/8 4/13 4/22 5/3 5/4 5/5 5/10 5/11 TotalViews
  66. 66. 0 275,000 550,000 825,000 1,100,000 1,095 3,08526,97364,778 187,956228,055292,766 555,675 692,713 1,022,122 4/7/094/8 4/13 4/22 5/3 5/4 5/5 5/10 5/11 5/15 TotalViews
  67. 67. 0 550,000 1,100,000 1,650,000 2,200,000 1,095 3,08526,97364,778187,956228,055292,766 555,675 692,713 1,022,122 2,047,021 4/7 4/8 4/13 4/22 5/3 5/4 5/5 5/10 5/11 5/15 5/26 TotalViews
  68. 68. May 26, 2009: Live in Studio Good Morning America
  69. 69. Results to Date • More than 8.7 million views on YouTube • Over 1.5 million on Sharing Mayo Clinic • From 200 views/month to 5,000 views/hour • Validation of Thesis #26
  70. 70. #26: Your mileage may vary, but you’ll go a lot further if you get a car.
  71. 71. #17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)
  72. 72. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
  73. 73. In the European Union, based on current exchange rates: €0,00
  74. 74. #18: As I approaches zero, ROI approaches infinity
  75. 75. Unique Myelofibrosis Patients 0 100 200 300 400 2008 2009 2010 2011 MCF MCA
  76. 76. #19: MacGyver is the model for social media success
  77. 77. The MacGyver Mindset
  78. 78. #22: Social media are an essential part of a balanced communications diet
  79. 79. Basic Social Media “Food Groups”
  80. 80. #33: Social media will decrease diffusion time for medical research and healthcare innovations
  81. 81. Discovery by Richard Berger, M.D. Ph.D UT Ligament Split Tear
  82. 82. ©2011 MFMER | 3139261- Recent Advances...
  83. 83. MCCSM Site: Version 1.0
  84. 84. MCCSM Version 1.5
  85. 85. SMHN Version 1.5
  86. 86. Sharing Mayo Clinic/Patient Stories Example • Relevant patient stories help patients choose Mayo Clinic • Patient stories on MayoClinic.org were formerly freelancer-produced, relatively expensive • Sharing Mayo Clinic - stories in patients’ own words - launched in 2009 • 2012 Project combined Sharing and legacy stories, featured on .org disease/condition pages through “Mayo Consumer Vocabulary” tagging
  87. 87. ©2011 MFMER | 3139261-
  88. 88. ©2011 MFMER | 3139261-
  89. 89. ©2011 MFMER | 3139261-
  90. 90. Project Benefits • Large number of disease pages now have relevant stories instead of undifferentiated ones • Doubling of traffic to Sharing Mayo Clinic • Created framework for bringing news releases from Mayo Clinic News Network into integrated Web site
  91. 91. Mayo Clinic News Network
  92. 92. Mayo Clinic News Network
  93. 93. Downloadable Assets
  94. 94. Online Newsroom Progression • Domain Mapping to News blog hosted on Wordpress.com • One generic password per post - password removed after embargo lifts • Video, audio files on DropBox for download • Unlisted streaming video on YouTube • Clone of Social Media Health Network site • Individual accounts for journalists • Visitor access gives public access to non- embargoed posts • HD files and Brightcove CDN for video
  95. 95. Agenda • Discuss Mayo Clinic’s experience and the historical import of social media • Increase your personal understanding, comfort and confidence with social media • Help you make the case for using social media or increasing your commitment • Lessons learned and an invitation to continue learning together
  96. 96. 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 • Blogs can make a static Web site dynamic and relevant
  97. 97. Don’t Consider Social Media in Isolation • Not a silver bullet • Seek synergy with existing means of communication • Necessary but likely not sufficient • Need to justify NOT using social media
  98. 98. Structure and Staffing • Start by finding core internal champions • Train the trainers • Engage broader employee population • Avoid HACK syndrome • Let social staffing grow gradually to meet needs
  99. 99. Structure and Staffing • Start by finding core internal champions • Train the trainers • Engage broader employee population • Avoid HACK syndrome • Let social staffing grow gradually to meet needs
  100. 100. 4 Ways to Connect • Explore free Social Media Health Network resources at network.socialmedia.mayoclinic.org • News and selected curriculum posts • Health Care Social Media List • Get a free Guest account • Commenting and additional access • Claim your organization’s HCSML page • Consider membership • Individual or Associate • Organization • Attend an event
  101. 101. Health Care Social Media List
  102. 102. Basic Listing for Non-Member Organizations
  103. 103. GSM 105 - Intro to Tools
  104. 104. Community Group for Members
  105. 105. Social Media Fellows Program
  106. 106. Network Membership Plans and Benefits • Individual Membership • Full access to all curriculum and resources • Members-only discussion groups • Points (virtual currency) plus 25 percent discount on event/course registration • Social Media Fellows Program opportunity • Organizational Membership • Individual memberships for all employees • Premium HCSML listing • Points to distribute among employee members
  107. 107. Premium Listing for Organization Members
  108. 108. Upcoming Opportunities • Social Media Week at Mayo Clinic Oct. 21-25 • Social Media Residency • 5th Annual #MayoRagan Social Media Summit • Social Media Health Network Member Meeting • Social Media Residency Nov. 4-5 in Jacksonville, Fla.
  109. 109. For Further Interaction: • Google Lee Aase or SMUG U • @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

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