1. Bringing the Social Media Revolution
to Health Care
Lee Aase (@LeeAase)
Director, Mayo Clinic Center for Social Media
#VSHMPR
October 15, 2010

2. Agenda: An Introduction to Why
Social Media Tools are:
• Immensely powerful
• Consistent with your organization’s
values (or should be)
• Practical and useful in health care
• Free (or ridiculously inexpensive)
• and...

4. Disclaimers
• These results not typical
• Use as directed
• Read and follow label directions
• Side effects may include vertigo, watery
eyes, crackberry thumb and iPhone
application addiction
• Social media tools are an essential part of a
balanced communications diet
• If insufficient media coverage persists,
consult your communications doctor
• Batteries not included
• Some assembly required
• Your mileage may vary

5. Six Magic Words
and
Four Reasons Why
They’re True for You

7. “I’ll bet I
could do
that!”

10. 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

15. 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 Mention
2009 US Consumer Brand Monitor, n=3336 Add'l Mention

16. Intro to Social Media Tools
Blogs RSS
Podcasts Social Networks
Skype YouTube
Wikis Twitter
Slideshare uStream

17. Blogs
• Just an easy-to-publish Web site that
allows comments
• Blogs in Plain English - Lee LeFever
• You read them all the time without
even knowing it

18. RSS = Really Simple Syndication
• Lets you easily track dozens of blogs
or other Web sites without surfing
• Truly opt-in “email”
• RSS “baked in” to IE 7, Safari
• Google Reader a free Web option

19. Podcasts
• TiVo for Audio (and now video)
• Don’t need an iPod to use
• Series of segments to which you can
subscribe via RSS
• iTunes free for PC or Mac
• Create your own FREE podcast (listed
in iTunes) through SMUG

20. Social Networking Sites

21. Wikis
• Collaborative editing tools
• Wikipedia the most famous
• 2.9 million articles in English
• Definitive stories quickly on
− 35W Bridge Collapse
− Virginia Tech shooting

23. A museum display...

24. YouTube
• World’s second largest search engine
• Google bought for $1.65 Billion
• “The world has voted, and we want to
watch videos on YouTube.” - Andy
Sernovitz, SocialMedia.org

25. A Story from Twitter

27. Ensuing Conversation

29. My First Blog Post

44. Thesis #1: Air was the
original social medium

49. 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

50. Sources of Information Influencing
Preference for Mayo Clinic
Word of mouth 84
Stories in the media 57
MD recommendation 44
Advertising 27
Internet/Websites 26
Personal experience 24
Mailings to home 18
0 20 40 60 80 100

51. #2: Electronic tools merely
facilitate broader, more
efficient transmission by
overcoming inertia and
friction

53. #4: Social media are the
third millennium’s defining
communications trend

55. Gutenberg: Global Mass Literacy
Zuckerberg: Global Mass Publishing

57. #7: Hand-wringing about
merits and dangers of social
media is as productive as
debating gravity.

58. What else do patients
know about you?
 Copyright 2009, Health Grades, Inc. All Rights Reserved.

60. If you think blocking is a viable
long-term option...

63. Health Care Corollary:
Use Common Sense and Keep
it Professional

65. 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

66. #10: Social media strategies
can’t compensate for an
inferior offering or bad service

67. United Breaks Guitars Breaks United

69. 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

70. The next day...

71. Six days later...

72. April 22

73. Sunday, May 3

76. May 4

77. Cinco de Mayo

78. May 10

80. May 11

81. May 12

82. May 15

83. Early Morning May 26

84. May 26, 2009: Live in Studio
Good Morning America

87. Results to Date
• More than 7 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

88. #17: Social media are free in
any ordinary sense of the
word (or at least ridiculously
inexpensive)

91. Total Cost for Mayo Clinic
Facebook, YouTube and Twitter
$0.00

93. In the European Union, based on
current exchange rates:
€0,00

94. MSRP for HD Video Camera
$149.99

95. What’s wrong with this picture?

97. podcasts.mayoclinic.org

98. newsblog.mayoclinic.org

99. sharing.mayoclinic.org

100. Yearly Cost for a
Customized Blog
$75.00

101. #18: As I approaches zero,
ROI approaches infinity

104. #19: MacGyver is the model
for social media success

105. The MacGyver Mindset

106. Mayo Clinic Medical Edge
News Media Syndications

107. First Foray in New Media
• Existing Medical Edge radio mp3s
• Launched Sept. ‘05; Downloads up
8,217 percent Oct. vs. Aug.

108. Step 2: More, Longer Podcasts

111. The most harmful TV show in
U.S History?
• Married with Children?
• Baywatch?
• The Survivor series?
• The A-Team?

114. “Kids will take a chance.
If they don’t know,
they’ll have a go.”
-- Sir Ken Robinson, TED 2006

115. #29: Your kids aren’t smarter
than you are. They’re just
not afraid to look dumb.

116. #33: Social media will
decrease diffusion time for
research and innovations

117. Discovery by Richard Berger, M.D., Ph.D.
Ulnotriquetral (UT) Ligament Split Tear

118. Jayson Werth’s Experience

123. USA Today
Nov 12, 2009
3031031-7

125. Last Friday
3031031-9

126. 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

128. Continuing Tomorrow Night...

130. The 37th Thesis
Applying social media in health care isn’t
just inevitable: it’s the right thing to do in
the interest of patients.

131. What’s Next?

132. 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

133. http://socialmedia.mayoclinic.org/

134. A word from our medical director,
Victor Montori, M.D.

135. Social Media Health Network
• Membership group associated with
Mayo Clinic Center for Social Media
• Open to organizations and individuals
wanting to use social media to improve
health and health care
• Dues based on organization revenues
• Industry members, but no industry
grant funding

136. What do you get?
• Access to resources to speed your
organization’s 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

137. Services for Patients/Consumers
• Medical/Health Literacy
• Social Media Literacy
• User-rated patient support group directory
• User-rated library of health/medical videos

139. Charter Members
• Mayo Clinic
• Bon Secours Health System
• Inova Health System
• Mission Health System
• Radboud University Nijmegen Medical
Centre
• Swedish Medical Center

140. For Further Interaction:
• Google Lee Aase or SMUG U
• @LeeAase on Twitter (or keep chatting
at #MCCSM)
• aase.lee@mayo.edu