Lee AaseMayo Clinic Center for Social MediaUtah Hospital AssociationBringing the Social Media Revolutionto Health Care
The book on social media in health care...• Essays from 30 ThoughtLeaders• The “Why?” of healthcare social media• Available on Amazon anddiscount bulk orders• http://mayocl.in/OGvNCx• Net proceeds fundpatient scholarships#MCCSMbook
Social Media Health Network• Membership group associated with Mayo ClinicCenter for Social Media• For organizations wanting to use social media topromote health, fight disease and improvehealth care• Dues based on organization revenues• Industry members eligible to join, but notaccepting industry grant funding• >140 member organizations
Agenda• Share snippets of Mayo Clinic’s social mediahistory• Increase your personal understanding, comfortand confidence with social media• Help you make the case for using social mediaor increasing your commitment
The Hidden Agenda• You will see the transformational power ofsocial media• You will want your organization to join theSocial Media Revolution• You will see social platforms as tools to doyour work more effectively and efficiently• You will believe that using social media toolsis worthwhile and that you (and yourorganization) can do it*
Two HeroesSix Magic WordsFour Reasons WhyThey’re True for You
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• Public Affairs Manager (2003-2010)• Director, Center for Social Media since July2010
Recovering 99.41% for the 1-2%• Required almost no incremental MD effort• Process change - microphone on physicianand interviewer• 90 minutes of editing per interview• More than 60,000 “hits” and 62 comments onDr. Fischer’s podcast
Involuntary Social Networking Presence:http://myspace.com/mayoclinic
The Revolutionary Power of Consumer-Grade Video
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. Navyamong “non-traditional” members• Now SocialMedia.org
...and one of these guys invented the Internet...
Though the Big Three didn’t sense themagnitude of the coming change...
But because information and the means ofnews dissemination were democratized...
...ordinary people could broadcast news andeven help solve crimes
Facebook went public at 20X value of WSJ027.555.082.5110.0ValueWSJ (2007) ABC (1995) Facebook (2012)
Gutenberg: Global Mass LiteracyZuckerberg: Global Mass Publishing
#7: Hand-wringing about meritsand dangers of social media isas productive as debatinggravity
If you think blocking is a viable long-termoption...
#9: Mass media will remainpowerful levers that move --and are moved by -- socialmedia buzz
The Octogenarian Idol Story• Alerted to interesting video of elderly coupleplaying piano in Gonda atrium• Video shot by another patient and uploaded toYouTube by her daughter• Video had been seen 1,005 times in sixpreceding months since upload• Embedded in Sharing Mayo Clinic, posted toFacebook, Tweeted on 4/7/09
ROI Calculation• Time allotted for recruitment calls: 30 min• Time to create video: 60 min• Time saved per call: 10 min• Calls made April-Nov 2011: 90• Total time saved: 900 minutes (and rising)• ROI: > 1,400%
How could videos shot with consumer-grade cameras save time and improvecommunication in your practice?
#17: Social media are free inany ordinary sense of the word(or at least ridiculouslyinexpensive)
Total Cost for Mayo Clinic Facebook,YouTube and Twitter$0.00
In the EuropeanUnion, based oncurrent exchangerates:€0,00
#18: As I approaches zero,ROI approaches infinity