The New Era of Healthcare Communications

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Slides from my opening keynote presentation Aug. 23 in Nashville at #HealthFurther16.

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The New Era of Healthcare Communications

  1. 1. ©2016 MFMER | 3507910- The New Era of Healthcare Communications Lee Aase, Director, Mayo Clinic Social Media Network @LeeAase August 23, 2016
  2. 2. 2 In the next 25 minutes… • The evolution of media in the last half century • The role of social networking in Mayo Clinic’s history • Moving from social networking to social media • Accelerating the transition
  3. 3. 3 Once upon a time, three networks dominated the media landscape in the United States
  4. 4. 4 Each day, these guys would define the news...
  5. 5. 5 ... while local affiliates and newspapers sold scarce audience access at monopoly prices.
  6. 6. 6 Then one day Ted Turner launched the cable TV revolution...
  7. 7. 7 …and one of these guys invented the Internet.
  8. 8. 8 The mass media didn’t sense the magnitude of the coming change...
  9. 9. 9 Twin revolutions fragmented audiences, causing major economic upheaval • Hundreds of cable channels, exponential growth in Web sites • Mass media came under economic pressure • Demise of the TV (News) Doctor • Media organizations began streaming... toward bankruptcy. See Paper Cuts • Seth Godin: “The problem with scarcity is that there just isn’t enough of it anymore.”
  10. 10. 10 Until finally, mass media share of audience and revenues crashed... Big Three Others
  11. 11. 11 Facebook’s IPO was 20x Wall Street Journal Price… WSJ (2007) Facebook (2012)
  12. 12. 12 …and its market cap has more than tripled since 2012 WSJ (2007) Facebook (2012) Facebook (2016)
  13. 13. ©2016 MFMER | 3507910- The Role of Social Networking in Mayo Clinic’s History
  14. 14. 14
  15. 15. 15 Comparative “Metro” Area Populations
  16. 16. 16 • Every U.S. State • More than 140 countries • More than one in five travels >500 miles Each year patients come to Mayo Clinic from Why?
  17. 17. 17 Mayo Clinic’s First Social Networkers
  18. 18. 18 Dr. William J. Mayo’s Travels “By the end of the 1920s Dr. Will could say he had studied surgery in every town in America and Canada of one hundred thousand population or more, and had crossed the Atlantic thirty times.” (The Brothers Mayo, Helen Clapesattle, p. 405)
  19. 19. 19 Countries Dr. Will Mayo Visited
  20. 20. 20 Countries Dr. Will Mayo Visited Austria Denmark Ireland Scotland Australia England Italy Sweden Argentina Fiji Mexico Switzerland Belgium Finland New Zealand Uruguay Canada France Norway Chile Germany Peru Cuba Holland Russia
  21. 21. 21
  22. 22. 22 How Mayo Clinic Got its Name
  23. 23. 23 The Surgeons Club
  24. 24. 24 Social Networking is part of Mayo Clinic’s DNA
  25. 25. ©2016 MFMER | 3507910- Moving from Social Networking to Social Media
  26. 26. 26 From Syndicated Media…
  27. 27. 27 To “New” Media (Podcasting)
  28. 28. 28 Involuntary “Representation” in Social Networks myspace.com/MayoClinic
  29. 29. 29 Accelerated Adoption of Free Platforms and Low-Cost Tools • 2007 - Facebook • 2008 • YouTube • Flip Cameras • Twitter • Blogs
  30. 30. 30 An Early Success Story: Myelofibrosis
  31. 31. 31 Unique Myelofibrosis Cases MCF MCA
  32. 32. 32 Cost-Effective Knowledge Sharing and Reputation Enhancement Lee’s Law: As I approaches 0, ROI approaches ∞
  33. 33. ©2016 MFMER | 3507910- Accelerating the Transition
  34. 34. 34
  35. 35. 35 The Mayo Clinic Social Media Network • The Mayo Clinic Social Media Network (#MCSMN) 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. • Makes resources developed for Mayo Clinic staff available to peers, and generates revenue to support mission.
  36. 36. 36 #MCSMN: A Catalyst for Health Care Social Media • Guidelines • Best Practices • Platforms • Training
  37. 37. 37 Go to socialmedia.mayoclinic.org/register for your FREE Basic member account
  38. 38. 38 September 2015: #MayoInOz in Brisbane
  39. 39. 39
  40. 40. 40 Social for Healthcare Certificate from Mayo Clinic and Hootsuite 3.5 AMA PRA Category 1 CreditsTM Available
  41. 41. 41 Social Media Residency • One-day, intensive Face-to-Face course • Prerequisite: Social for Healthcare Certificate • Remaining 2016 Opportunities • Sept. 29 Jacksonville, FL • Oct. 17 Rochester, MN • Dec. 8 Scottsdale, AZ
  42. 42. 42
  43. 43. ©2016 MFMER | 3507910- SocialMedia.MayoClinic.org #MCSMN

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