The Evolution of the Revolution

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My presentation this morning in Seattle for the #SwedishRagan conference.

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The Evolution of the Revolution

  1. 1. The Evolution of the Revolution An Inside Look at Mayo Clinic’s Center for Social Media Lee Aase (@LeeAase)Director, Mayo Clinic Center for Social Media #MCCSM or #SwedishRagan April 15, 2011
  2. 2. Mayo Clinic Center for Social Media• Our Raison d’etre: 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.
  3. 3. MCCSM Advisory Board Members at #SwedishRagan• @DanaMLewis• @ShelHoltz• @ePatientDave• @SeattleMamaDoc• @BurgessCT• Full list at http://mayocl.in/MCCSMAdvisors
  4. 4. 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• Industry members, but no industry grant funding
  5. 5. Agenda As Advertised• How social media tools transform health care• Why your organization can use social media to do well by doing good• How using social media externally makes the best case for internal applications• Why social media is (are) a key to higher productivity, not a time-waster to be blocked by IT
  6. 6. One of my heroes...
  7. 7. Two More Heroes Six Magic WordsFour Reasons WhyThey’re True for You
  8. 8. “I’ll bet Icould do that!”
  9. 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
  10. 10. 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 Mention2009 US Consumer Brand Monitor, n=3336 Addl Mention
  11. 11. A Brief History of Social Media at Mayo Clinic ...
  12. 12. Mayo Clinic Medical EdgeSyndicated News Media Resources
  13. 13. First Foray in “New” Media• Existing Medical Edge radio mp3s• Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  14. 14. Regrouping to PlanJust as genomics is the future of personalizedmedicine, personalized media are changing theway people get the news and information theywant and need. But as genomics increasinglysupplements and improves traditional medicinewithout replacing it, new media are helpfuladditions to mainstream, mass media. Westrongly recommend reforming our processesto efficiently produce content that can be usedfor both mass media and personalized media. Content Creation Task Force, 7/26/2006
  15. 15. We recommend a three-phase approach. First,take our existing products and, with minimumincremental effort, place them in new mediaformats. Second... work across teams ... to makebest use of the audio and video productionresources we have. Third, get more resources...to produce timely or even daily content...We have not recommended a blog strategy atthis time, primarily because we have emphasizeddeveloping audio and video content that couldhave multiple uses in both mass media andpersonalized media, with relatively limitedphysician involvement.
  16. 16. My First Blog Post - 7/30/06
  17. 17. Jan. ’07 - Warming to Blogging
  18. 18. Private Blog for Public Affairs
  19. 19. Free Wordpress.com option
  20. 20. Our First Social MediaConsultant: Feb. 2007
  21. 21. Executing Phase One Strategy
  22. 22. @LeeAase on Twitter: 3/13/07
  23. 23. Personally Exploring Business Uses of Facebook - Aug. ‘07
  24. 24. Blogging an Event: Nov. 2007
  25. 25. Discovering Involuntary Social Network Representation
  26. 26. Facebook: 11/7/07
  27. 27. A Pivotal Presentation
  28. 28. Second Consultant: Jan. 2008“The world has voted, and we want towatch videos on YouTube.”
  29. 29. Reclaiming YouTube: Feb. ’08
  30. 30. Joining The Blog Council• Membership organization of blogging “companies”• Typically Fortune 500 members − Coca-Cola, P&G, Wells Fargo, etc. − Mayo Clinic, Kaiser Permanente, U.S. Navy among “non-traditional” members• Now the Social Media Business Council
  31. 31. @MayoClinic on Twitter: 4/29/08
  32. 32. Podcast Blog: April ’08
  33. 33. Transforming YouTube Channel• Started with Medical Edge TV foundation• Coca-Cola Conversation @ Blog Council
  34. 34. The $4-a-month online newsroom
  35. 35. Let’s Talk “site” - May 2008
  36. 36. Sharing Mayo Clinic - Jan. 2009
  37. 37. External Wordpress MU Platform
  38. 38. Internal Wordpress MU Platform
  39. 39. A Broader Historical Perspective...
  40. 40. Thesis #1: Air was theoriginal social medium
  41. 41. 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
  42. 42. 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
  43. 43. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  44. 44. #4: Social media are thethird millennium’s defining communications trend
  45. 45. Gutenberg: Global Mass LiteracyZuckerberg: Global Mass Publishing
  46. 46. If you’re still in doubt, ask these guys:
  47. 47. #7: Hand-wringing aboutmerits and dangers of social media is as productive as debating gravity.
  48. 48. If you think blocking is a viable long-term option...
  49. 49. Implication• You already have most of the risks... why not also get some of the benefits from these powerful tools?
  50. 50. “What about the negative comments or complaints?”• Anonymity is responsible for most irresponsible trollish behavior• Those grinding axes already have free opportunities to broadast worldwide• Preferable to air complaints in platform on which we have significant influence• “The solution to pollution is dilution.”
  51. 51. #12: Communications and marketing professionals who fail to understandsocial media flirt with media malpractice
  52. 52. #14: Strategic thinking aboutsocial media is no substitute for action
  53. 53. Working from the Outside In...• Lines from Lee/SMUG• Public Affairs Wordpress.com blog• Wordpress.com blog for symposium• Long-term external Wordpress.com blogs• Wordpress blog behind the firewall• Self-hosted Wordpress MU platform
  54. 54. #16: Social media toolsmake the once-scarce power of mass media available to everyone
  55. 55. As Uncle Ben would say...
  56. 56. Not that Uncle Ben. This Uncle Ben
  57. 57. #17: Social media are free in any ordinary sense of theword (or at least ridiculously inexpensive)
  58. 58. Total Cost for Mayo ClinicFacebook, YouTube and Twitter $0.00
  59. 59. In the European Union, based on current exchange rates: €0,00
  60. 60. #18: As I approaches zero, ROI approaches infinity
  61. 61. #28: Paying for advertisingwhile not taking advantageof free online opportunities isn’t particularly astute
  62. 62. #35: Social technologies will transform healthcare
  63. 63. And just last month...
  64. 64. The 37th ThesisApplying social media in health care isn’tjust inevitable: it’s the right thing to do inthe interest of patients.
  65. 65. Mayo Clinic Center for Social Media• Our Raison d’etre: 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.
  66. 66. 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• Industry members, but no industry grant funding• 52 members as of this morning
  67. 67. Charter Members• Mayo Clinic• Bon Secours Health System• Inova Health System• Mission Health System• Radboud University Nijmegen Medical Centre, Netherlands• Swedish Medical Center (Seattle)
  68. 68. Key Benefits• All employees of member organizations have access to Network member site − Curriculum − Sharing case studies, developing best (or at least better) practices• Discounted admission to conferences, webinars• Free admission to member meetings, some workshops, webinars• Network site as prototype for yours
  69. 69. Member Site Features• Practical, step-by-step “how to” curriculum• Sharing of Case Studies, Practices• Prudential curriculum on Privacy, Professionalism, Ethics• Forums for discussion• Wikis for collaborative resource development• Networking with peers
  70. 70. Launched Feb. 10
  71. 71. Consistent, but Confusing...
  72. 72. Yesterday’s New Look...
  73. 73. Yesterday’s New Look...
  74. 74. Seeking Sources...
  75. 75. Putting out Feelers...
  76. 76. Finding Sources...
  77. 77. Asking Questions...
  78. 78. Getting Answers...
  79. 79. Back to the historical context...
  80. 80. Dr. Will Mayo @ Northwestern
  81. 81. Are you not amazed and grateful for today’s revolutionary communication tools?
  82. 82. Will you join us in the Revolution?http://socialmedia.mayoclinic.org/

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