To Network or Not: The Use of   Social Media in Health Care          Lee Aase (@LeeAase)Director, Mayo Clinic Center for S...
One of my heroes...
Two More Heroes Six Magic WordsFour Reasons WhyThey’re True for You
“I’ll bet Icould do  that!”
About Lee Aase (@LeeAase)• B.S. Political Science• 14 years in politics and government at local, state, national levels• M...
2009 Brand Preference Summary                   Healthcare Decision-Makers Aged 25+                                       ...
My First Blog Post - 7/30/06      Lines from Lee
Personally Exploring Business Uses of Facebook - Aug. ‘07
A Pivotal Presentation
Thesis #1: Air was theoriginal 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...
Sources of Information Influencing       Preference for Mayo Clinic     Word of mouth                                     ...
#2: Electronic tools merely  facilitate broader, more efficient transmission by  overcoming inertia and            friction
#4: Social media are thethird millennium’s defining   communications trend
Gutenberg: Global Mass LiteracyZuckerberg: Global Mass Publishing
#7: Hand-wringing aboutmerits 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...
Implication• You already have most of the risks... why not also get some of the benefits from these powerful tools?
As Uncle Ben would say...
Not that Uncle Ben. This Uncle Ben
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 ...
#9: Mass media will remainpowerful 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 a...
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 7.5 million views on YouTube• >1.4 million views on Sharing Mayo Clinic• From 200 views/month t...
#17: Social media are free in any ordinary sense of theword (or at least ridiculously       inexpensive)
Total Cost for Mayo ClinicFacebook, YouTube and Twitter  $0.00
In the European Union, based on     current exchange rates:   €0,00
MSRP for HD Video Camera$149.99
What’s wrong with this picture?
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 EdgeNews 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 most harmful TV show in         U.S History?• Married with Children?• Baywatch?• The Survivor series?• The A-Team?
“Kids will take a chance.   If they don’t know,   they’ll have a go.” -- Sir Ken Robinson, TED 2006
#29: Your kids aren’t smarter than you are. They’re just  not afraid to look dumb.
#33: Social media willdecrease diffusion time for research and innovations
Discovery by Richard Berger, M.D., Ph.D. Ulnotriquetral (UT) Ligament Split Tear
Jayson Werth’s Experience
USA TodayNov 12, 2009               3031031-7
Last Friday              3031031-9
Less than 24 hours after my initial appointment, I not  only had a new diagnosis - a UT split tear - but had  surgery to c...
#35: Social technologies will   transform healthcare
And just last week...
The 37th ThesisApplying social media in health care isn’tjust inevitable: it’s the right thing to do inthe interest of pat...
Mayo Clinic Center for Social Media • Mission: Lead the social media  revolution in health care, contributing  to health a...
Social Media Health Network• Membership group associated with Mayo Clinic Center for Social Media• For organizations wanti...
Charter Members• Mayo Clinic• Bon Secours Health System• Inova Health System• Mission Health System• Radboud University Ni...
Recent Network Additions•   American Hospital Association•   Catholic Healthcare West•   Maricopa Integrated Health System...
Member organizations receive...• Access to resources to speed adoption of social media  − Curriculum/Training materials  −...
Launched Feb. 10
Member Site Features• Practical, step-by-step “how to” curriculum• Sharing of Case Studies, Practices• Prudential curricul...
Upcoming Events• Webinars• Social Media Summit in Jacksonville  − March 14-15: Workshops and    Conference w/Ragan Communi...
For Further Interaction:• @LeeAase on Twitter (or keep chatting at #MCCSM)• aase.lee@mayo.edu• http://socialmedia.mayoclin...
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To Network or Not

  1. 1. To Network or Not: The Use of Social Media in Health Care Lee Aase (@LeeAase)Director, Mayo Clinic Center for Social Media #MCCSM February 21, 2011
  2. 2. One of my heroes...
  3. 3. Two More Heroes Six Magic WordsFour 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. 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
  7. 7. My First Blog Post - 7/30/06 Lines from Lee
  8. 8. Personally Exploring Business Uses of Facebook - Aug. ‘07
  9. 9. A Pivotal Presentation
  10. 10. Thesis #1: Air was theoriginal social medium
  11. 11. 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
  12. 12. 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
  13. 13. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  14. 14. #4: Social media are thethird millennium’s defining communications trend
  15. 15. Gutenberg: Global Mass LiteracyZuckerberg: Global Mass Publishing
  16. 16. #7: Hand-wringing aboutmerits and dangers of social media is as productive as debating gravity.
  17. 17. What else do patients know about you? Copyright 2009, Health Grades, Inc. All Rights Reserved.
  18. 18. If you think blocking is a viable long-term option...
  19. 19. Implication• You already have most of the risks... why not also get some of the benefits from these powerful tools?
  20. 20. As Uncle Ben would say...
  21. 21. Not that Uncle Ben. This Uncle Ben
  22. 22. Health Care Corollary:Use Common Sense and Keep it Professional
  23. 23. 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
  24. 24. #9: Mass media will remainpowerful levers that move -- and are moved by -- social media buzz
  25. 25. 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
  26. 26. The next day...
  27. 27. Six days later...
  28. 28. April 22
  29. 29. Sunday, May 3
  30. 30. May 4
  31. 31. Cinco de Mayo
  32. 32. May 10
  33. 33. May 11
  34. 34. May 12
  35. 35. May 15
  36. 36. Early Morning May 26
  37. 37. May 26, 2009: Live in Studio Good Morning America
  38. 38. Results to Date• More than 7.5 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
  39. 39. #17: Social media are free in any ordinary sense of theword (or at least ridiculously inexpensive)
  40. 40. Total Cost for Mayo ClinicFacebook, YouTube and Twitter $0.00
  41. 41. In the European Union, based on current exchange rates: €0,00
  42. 42. MSRP for HD Video Camera$149.99
  43. 43. What’s wrong with this picture?
  44. 44. sharing.mayoclinic.org
  45. 45. Yearly Cost for a Customized Blog$75.00
  46. 46. #18: As I approaches zero, ROI approaches infinity
  47. 47. #19: MacGyver is the model for social media success
  48. 48. The MacGyver Mindset
  49. 49. Mayo Clinic Medical EdgeNews Media Syndications
  50. 50. First Foray in New Media• Existing Medical Edge radio mp3s• Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  51. 51. Step 2: More, Longer Podcasts
  52. 52. The most harmful TV show in U.S History?• Married with Children?• Baywatch?• The Survivor series?• The A-Team?
  53. 53. “Kids will take a chance. If they don’t know, they’ll have a go.” -- Sir Ken Robinson, TED 2006
  54. 54. #29: Your kids aren’t smarter than you are. They’re just not afraid to look dumb.
  55. 55. #33: Social media willdecrease diffusion time for research and innovations
  56. 56. Discovery by Richard Berger, M.D., Ph.D. Ulnotriquetral (UT) Ligament Split Tear
  57. 57. Jayson Werth’s Experience
  58. 58. USA TodayNov 12, 2009 3031031-7
  59. 59. Last Friday 3031031-9
  60. 60. Less than 24 hours after my initial appointment, I not only had a new diagnosis - a UT split tear - but had surgery to correct the problem. As I write this, my right arm is in a festive green, but otherwise annoying cast. The short-term hassle, however, should be more than worth the long-term gain - the potential for a future without chronic wrist pain. A future, that without Twitter and those in the medical community willing to experiment with new communications tools, might not exist for me. 3031031-10
  61. 61. #35: Social technologies will transform healthcare
  62. 62. And just last week...
  63. 63. The 37th ThesisApplying social media in health care isn’tjust inevitable: it’s the right thing to do inthe interest of patients.
  64. 64. 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
  65. 65. 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
  66. 66. Charter Members• Mayo Clinic• Bon Secours Health System• Inova Health System• Mission Health System• Radboud University Nijmegen Medical Centre, Netherlands• Swedish Medical Center (Seattle)
  67. 67. Recent Network Additions• American Hospital Association• Catholic Healthcare West• Maricopa Integrated Health System• Novant Health• Sutter Health• Vanderbilt University Medical Center• Children’s Hospital of Eastern Ontario• Virginia Community Healthcare Assoc
  68. 68. Member organizations receive...• Access to resources to speed 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
  69. 69. Launched Feb. 10
  70. 70. 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
  71. 71. Upcoming Events• Webinars• Social Media Summit in Jacksonville − March 14-15: Workshops and Conference w/Ragan Communications − March 16: Member Meeting/ Unconference• Seattle Summit April 13-15• Rochester Summit October 17-19
  72. 72. For Further Interaction:• @LeeAase on Twitter (or keep chatting at #MCCSM)• aase.lee@mayo.edu• http://socialmedia.mayoclinic.org

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