Utah Hospital Association Presentation

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Slides from my April 26, 2013 presentation to the Utah Hospital Association.

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Utah Hospital Association Presentation

  1. 1. Lee AaseMayo Clinic Center for Social MediaUtah Hospital AssociationBringing the Social Media Revolutionto Health Care
  2. 2. 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
  3. 3. ©2011 MFMER | 3139261-Mayo Clinic Center for Social Media• Our Raison d’etre: The Mayo Clinic Center forSocial Media exists to improve health globally byaccelerating effective application of social mediatools throughout Mayo Clinic and spurringbroader and deeper engagement in social mediaby hospitals, medical professionals and patients.• Our Mission: Lead the social media revolution inhealth care, contributing to health and well beingfor people everywhere.
  4. 4. ©2011 MFMER | slide-40A Catalyst for Social Media
  5. 5. 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
  6. 6. ©2011 MFMER | slide-40Check out the Free Resources
  7. 7. ©2011 MFMER | 3139261-
  8. 8. ©2011 MFMER | 3139261-
  9. 9. 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
  10. 10. 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*
  11. 11. Two HeroesSix Magic WordsFour Reasons WhyThey’re True for You
  12. 12. “I’ll bet Icould dothat!”
  13. 13. 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
  14. 14. ©2011 MFMER | slide-172010 Brand Preference SummaryHealth Care Decision-Makers Aged 25+Mayo ClinicAMC 1AMC 2AMC 3AMC 4AMC 5AMC 6AMC 7 0.70.70.80.91.12.53.56.10.60.91.01.62.33.64.112.51st Mention Addl Mention18.6%7.6%6.1%3.4%2.5%1.8%1.6%1.3%Total2010 US Consumer Brand Monitor, decision-makers 25+, n=5,279
  15. 15. Another Hero...
  16. 16. Health Warning:This presentation does NOT usestrobe lights, but with 135 slidesin 50 minutes (one every 22.2seconds) it may seem like it
  17. 17. Relax and interact...
  18. 18. A Brief History of Social Mediaat Mayo Clinic
  19. 19. Answering a burning question...
  20. 20. It all started with a tornado...
  21. 21. ©2011 MFMER | 3139261-
  22. 22. Mayo Clinic’s First Social Networkers
  23. 23. Social Networking is part of the@MayoClinic DNA and isfundamental to health care
  24. 24. Mayo Clinic Medical EdgeSyndicated News Media Resources
  25. 25. First Foray in “New” Media• Existing Medical Edge radio mp3s• Launched Sept. ‘05; 8,217% download increase
  26. 26. My First Blog Post - 7/30/06Lines from Lee
  27. 27. Beyond the Hypochondriac Feed
  28. 28. Mayo Clinic Medical Edge TVSample Sound Bite
  29. 29. 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
  30. 30. Involuntary Social Networking Presence:http://myspace.com/mayoclinic
  31. 31. Facebook: 11/7/07
  32. 32. A Pivotal Presentation
  33. 33. Stanford SMUGTuition $52,341 $0% of ApplicantsAdmitted 7.1% 100%Mean StudentLoan Debt $80,677 $0DistinguishedAlumni1 President, 5Justices, 6SenatorsTBDGraduation Rate 95% 0Comparing Stanford vs. SMUG
  34. 34. YouTube: Feb. ’08
  35. 35. The Revolutionary Power of Consumer-Grade Video
  36. 36. 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
  37. 37. Transforming YouTube Channel
  38. 38. @MayoClinic on Twitter: 4/29/08
  39. 39. The $4-a-month online newsroom
  40. 40. Sharing Mayo Clinic - Jan. 2009
  41. 41. Let’s Talk “site” - May 2008
  42. 42. Yammer - Feb. 2012
  43. 43. A Broader Historical Perspective...
  44. 44. Thesis #1: Air was the originalsocial medium
  45. 45. ©2011 MFMER | slide-18Patient Word of Mouth2009 Patient Brand Monitor, n=900• 91% said “good things” about Mayo Clinicafter visits• Average of 43 heard “good things”• 86% recommended Mayo Clinic• Average of 24 advised to come• Average of 6 actually came
  46. 46. #2: Electronic tools merelyfacilitate broader, more efficienttransmission by overcominginertia and friction
  47. 47. ©2011 MFMER | slide-20Sources Influencing Preferencefor Mayo ClinicConsumer Brand Monitor, Base: Respondents who prefer Mayo Clinic;*differs significantly from Q2-2010551325262933486282Word of mouthNews storiesHospital ratingsInternetMD recommendationPersonal experienceAdvertisingDirect mailSocial mediaInsurance plan2010 study (n=119)
  48. 48. Social Media combines thereach of mass media with theimpact of a personalrecommendation
  49. 49. #4: Social media are the thirdmillennium’s definingcommunications trend
  50. 50. For most of the 20th Century...
  51. 51. Every day these guys would define the news...
  52. 52. ... while local affiliates and newspapers soldaccess to audiences at monopoly prices
  53. 53. Then Cable Revolutionized TV...
  54. 54. ...and one of these guys invented the Internet...
  55. 55. Though the Big Three didn’t sense themagnitude of the coming change...
  56. 56. But because information and the means ofnews dissemination were democratized...
  57. 57. ...ordinary people could broadcast news andeven help solve crimes
  58. 58. Facebook went public at 20X value of WSJ027.555.082.5110.0ValueWSJ (2007) ABC (1995) Facebook (2012)
  59. 59. Gutenberg: Global Mass LiteracyZuckerberg: Global Mass Publishing
  60. 60. #7: Hand-wringing about meritsand dangers of social media isas productive as debatinggravity
  61. 61. If you think blocking is a viable long-termoption...
  62. 62. #9: Mass media will remainpowerful levers that move --and are moved by -- socialmedia buzz
  63. 63. 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
  64. 64. The next day...
  65. 65. Six days later...
  66. 66. April 22
  67. 67. Sunday, May 3
  68. 68. May 4
  69. 69. May 10
  70. 70. May 11
  71. 71. May 12
  72. 72. May 15
  73. 73. Early Morning May 26
  74. 74. May 26, 2009: Live in StudioGood Morning America
  75. 75. Results to Date• More than 8.2 million views on YouTube• >1.5 million views on Sharing Mayo Clinic• From 200 views/month to 5,000 views/hour• National TV coverage in U.S. and Japan
  76. 76. #26: Your mileage may vary,but you’ll go a lot further if youget a car
  77. 77. #11: Social media strategiescan help make a product,service or experience better
  78. 78. Dr. Sreenivas Koka
  79. 79. #13: Social media tools offerunprecedented opportunity fortransformational change andproductivity
  80. 80. Taking a page from Dr. Koka
  81. 81. 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%
  82. 82. How could videos shot with consumer-grade cameras save time and improvecommunication in your practice?
  83. 83. #17: Social media are free inany ordinary sense of the word(or at least ridiculouslyinexpensive)
  84. 84. Total Cost for Mayo Clinic Facebook,YouTube and Twitter$0.00
  85. 85. In the EuropeanUnion, based oncurrent exchangerates:€0,00
  86. 86. #18: As I approaches zero,ROI approaches infinity
  87. 87. Unique Myelofibrosis Patients01002003004002008 2009 2010 2011MCF MCA
  88. 88. #35: Social technologies willtransform healthcare
  89. 89. The 37th ThesisApplying social media in health care isn’tjust inevitable: it’s the right thing to do inthe interest of patients.
  90. 90. How should you respond?• Uncover and unleash your internal champion(s)• Don’t just “Hire a college kid” - Engageresponsible leaders and managers• Support champions with training and networking
  91. 91. For Further Interaction:• Google Lee Aase or SMUG U• @LeeAase on Twitter• socialmediacenter@mayo.edu• http://network.socialmedia.mayoclinic.org

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