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WHPRMS Presentation


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My presentation this morning to the Wisconsin Healthcare Public Relations and Marketing Society.

Published in: Health & Medicine, Technology
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WHPRMS Presentation

  1. 1. Why Social Media are Essential to the Future of Health Care, and How You Can Get Started Lee Aase Manager, Syndication and Social Media Mayo Clinic #WHPRMS October 9, 2009
  2. 2. What’s with Medical Marketing Society Acronyms? • WHPRMS • MHSCN • SHSMD • FSHPRM • Have you guys ever heard of vowels?
  3. 3. The One Percent Solution
  4. 4. No genius necessary...
  5. 5. Help you shoot down arguments that social media tools... • ...aren’t worth your time and money • ...are too risky for your organization • ...are beyond your capability to implement, either because of cost or complexity • ...are optional
  6. 6. Help you make the case that social media tools are... • Immensely powerful • Consistent with your organization’s values (or should be) • Free (or ridiculously inexpensive) • and...
  7. 7. 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
  8. 8. When we last met... • I presented on Mayo media relations • My blog was called “Lines from Lee” • We had done our first podcast experiment • I hadn’t joined Facebook, Twitter hadn’t been invented, and we did a Skype voice demo because of the outrageous charges for outgoing land-line calls • I had six kids...
  9. 9. A lot has changed...
  10. 10. Answering Your Questions • Why should I care? • What are social media? • What is Mayo doing? • How can I get started?
  11. 11. Reasons to Care about Social Media: Risks are Unavoidable • Anyone (especially determined detractors) can − Start a blog − Launch a YouTube channel • A significant portion of your employees are in Facebook now (e.g. >5,000 at Mayo Clinic) • ROI = Risk of Ignoring (Hat tip: USCG)
  12. 12. Star Tribune Values and The Changing Media Landscape • 1998 $1.2 Billion • 2006: $530 Million • Emerged from bankruptcy last week
  13. 13. 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 • Your mileage may vary
  14. 14. The Most Important Word (and Book Recommendation) in Web
  15. 15. The MacGyver Mindset
  16. 16. Cutting Edge Circa 1989
  17. 17. Intro to Today’s FREE Tools Blogs RSS Podcasts Social Networks Skype YouTube Wikis Twitter Slideshare uStream
  18. 18. Intro to Blogs • Just an easy-to-publish Web site that allows comments • Blogs in Plain English - Lee LeFever
  19. 19. 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
  20. 20. 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
  21. 21. Social Networking Sites
  22. 22. 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. 23. 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,
  24. 24. Other Important Platforms • YouTube for PowerPoint and Keynote • Your own global television channel • Mix and Match
  25. 25. A Taste of Tweetcamp • Understanding the Phenomenon • Exploring Applications
  26. 26. Twitter vs. Facebook • Facebook is primarily for strengthening existing connections (or re-establishing former ones.) For your friends. • Twitter enables you to connect with people who have common interests. For the friends you don’t know yet.
  27. 27. Twitter vs. Blogs • Twitter is a micro-blogging platform. • Limited length reduces writer’s/artist’s block • Blogs provide opportunity for more thoughtful reflection and development − Tweeting = great way to take notes on a live event − Blog = platform for review/synthesis − Twitter = great for spreading word about posts
  28. 28. 5 Reasons Twitter Beats Email • Polonius’ proverb pertains • No expectation to read and respond to every message • Conversations open and discoverable • Direct messages can reach recipients with priority • Blocking or unfollowing punishes abuses
  29. 29. Twitter Hashtags • Enable easy gathering, especially around an event, such as: − #hcsm − #WHPRMS • Follow in or log into room on • Create a hashtag simply by using it in a tweet
  30. 30. Making Twitter More Productive • Desktop Applications − Tweetdeck − Seesmic • Phone Applications − Twittelator − Tweetie − Twitterific • Various Web sites, e.g. HootSuite, CoTweet, Tweetchat
  31. 31. Twitter Case Study #1: Listening
  32. 32. Ensuing Conversation
  33. 33. Twitter Case Study #2: “Tweetup” in Baltimore Me: Are you based in Baltimore? Me: I’m going to be there Tuesday for this conference. ( on a panel RU available late pm? Me: I’m flying out Tues at 6:45 p.m. Any avail in the later afternoon? I think my panel is done about 2:30
  34. 34. Twitter Case Study #3: Journalist Interactions
  35. 35. Hospitals Using Social Media (via @EdBennett)
  36. 36. Growth of YouTube vs. Twitter
  37. 37. Mayo Clinic’s Social Media Experience
  38. 38. Mayo Clinic’s Origin
  39. 39. 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 52
  40. 40. Mayo Clinic and Word of Mouth • 91 percent of patients surveyed say they have said “good things” to an average of 40 people following a Mayo visit • 85 percent say they recommended Mayo to a friend − Advised an average of 16 to come − 5 actually came
  41. 41. Mayo Clinic Medical Edge News Media Syndications
  42. 42. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  43. 43. Step 2: More, Longer Podcasts
  44. 44. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
  45. 45. Key Tool: Flip Video Camera* • Affordable for all campuses (and you) • Recording interviews (with tripod) improves existing processes • Authenticity without writer’s cramp • Provides potential blog resources − Audio of full interview − Video excerpts • Limited group of video editors to ease adoption, ensure quality
  46. 46. Cost for a Standard Definition Flip Video Camera $150.00 HD available for an additional $80
  47. 47. HD: Worth the Investment
  48. 48.
  49. 49.
  50. 50. Sharing Mayo Clinic • Gathering global Mayo community − Patients telling their stories − Employee bloggers recruited from throughout organization − Video profiles of patients/staff • Hub to integrate Mayo social media • Interactive companion to print edition •
  51. 51.
  52. 52. Complying with HIPAA • Comments moderated to prevent privacy breaches − Patients can divulge own info in comments − When comments aren’t from patient, de- identify • Get HIPAA releases for special comments or video we shoot and upload
  53. 53. Where Sharing Mayo Clinic Fits • News Blog - Breaking research news; “Hard” news - Like U.S News, Time • Podcast Blog - Evergreen “news you can use” - Like Prevention • Sharing Mayo Clinic - Features; behind the scenes at Mayo Clinic, and stories from patients in their own words - Like People
  54. 54. Other Blogs... • Health Policy Center Blog • Physician Update Blog - For referring MDs but not limited to them • Diversity in Education Blog • Advancing the Science - Medical science blog - our medical version of Scientific American
  55. 55. Yearly Cost for a Customized Blog $75.00
  56. 56. Old-Style Online Newsroom vs. MacGyver Online Newsroom • Web 1.0 Online Newsroom − Typically purchased from a Vendor − Costly - up to $10,000 + monthly fee − Password-Protected Access • “MacGyver” Online Newsroom − DIY − $45/year or $0.12/day − Open to customers/patients/links
  57. 57. Two Case Studies of Mainstream Media Facilitated by Social Media • Wall Street Journal Health Blog − Pitched via Facebook − Previewed on News Blog − Embedded from YouTube • CBS Radio Network − Flip audio downloaded from news blog made national network air
  58. 58. Answers to Objections • “But what about the cost in staff time to maintain all of these social media platforms? They’re not really that cheap!” − AT&T free phone service in 1969 − Pitney Bowes free fax machines and supplies in 1989 − YouTube, Facebook and Twitter free in 2009
  59. 59. “8th Habit” Opportunity I can go to any group, and I do it all the time, all over the world, and I ask a simple question: “How many honestly believe that the vast majority of the workforce in your organizations possess more talent, more intelligence, more capability, more creativity, more resourcefulness than their present jobs require or even allow them to use?” Literally, almost everyone raises their hands…. Think of the loss of what we could call “voice,” of people’s intelligence, capability, creativity. And yet I can ask the next question: … “How many feel pressured to produce more for less?” and you know what, the same amount of hands go up. Now just put those two questions together: Here there’s this enormous capability and talent and intelligence, and also this great pressure to produce more for less, and they’re not able to even use it. -- Stephen Covey
  60. 60. Stephen Covey’s “8th Habit” Going beyond effectiveness to greatness “Find your voice and inspire others to find theirs”
  61. 61. Giving Voice to Some Stories...
  62. 62. Affirming our Employees Dear staff, This 4 minute video actually made me tear up…the patients mentioning our Judd Sessions, classes and pamphlets…in relation to their satisfaction with their care. How wonderful to hear. The patient/family testimonials reminded me how we are making a difference through patient education in the lives of our patients/families.
  63. 63. Darrin Nelson’s Story
  64. 64. Darrin D. Nelson (@darrindnelson) Rochester, NY
  65. 65. Jillayn Hey’s “Remarkable” Story “One statement has stuck out above all of the medical jargon written by the surgeons and various nurses who cared for me, and that is this: ‘patient's stay was unremarkable.’ Well, although things went fairly smoothly after a difficult surgery, I would like to say that there was nothing unremarkable about my experience with Mayo.”
  66. 66. Therapeutic Storytelling... “I recently read an (Utne Reader) article ... (which said) that through telling our personal stories of illness and disease, we assist in creating a new story of wellness that facilitates healing and in turn directs a person towards recovery. This is just one aspect that Sharing Mayo Clinic provides. It is not only an opportunity for many patients and perhaps future patients to tell their unique stories to work their way towards health but it also provides a voice for its employees to share parts of their daily work which I know must include joy and sorrow as some of us become well and some of us unfortunately do not. In my opinion, this is just another area that Mayo is ahead of the curve in caring for its patients and obviously their employees as well.”
  67. 67. Don’t (just) pitch the media. Be the media.
  68. 68. The Next Big Thing: Radio Syndication
  69. 69. Healthline becomes Medical Edge Weekend • Host is Mayo Clinic M.D. with 20 years local radio experience • Previous syndication not feasible − 1999: Unlikely profitable − 2008: $20K/month unavailable • Opportunity for creative application of social media tools
  70. 70. The MacGyver Syndication Plan • Production continues at KROC-AM • Segments delivered to affiliates as mp3 files for next week’s broadcast • Topic for live production posted to blog, promoted via Twitter • Listen live through audio stream from flagship station • Podcasts posted 9 days later
  71. 71. Official Launch Last Week • Already a “win”: formerly local program now on >10 stations, including international • Gradual growth is practical because costs are nearly $0.00 • Unbridling a physician’s passion • Significant new social media content
  72. 72. Follow Medical Edge Weekend Progress • • #mayoradio • @mayoclinic
  73. 73. Enhancing Distribution of Patient-Generated Content • Alerted to interesting video of elderly couple playing piano in Gonda atrium • Embedded in Sharing Mayo Clinic, posted to Facebook, Tweeted on 4/7/09 • Video had been seen 1,005 times in six preceding months since upload
  74. 74. The next day...
  75. 75. Six days later...
  76. 76. April 22
  77. 77. Sunday, May 3
  78. 78. May 4
  79. 79. Cinco de Mayo
  80. 80. May 10
  81. 81. May 11
  82. 82. May 12
  83. 83. A sampling of the comments...
  84. 84. May 15
  85. 85. Early Morning May 26
  86. 86. May 26, 2009: Live in Studio Good Morning America
  87. 87. May 28, 2009
  88. 88. Results to Date • More than 4.6 million views on YouTube • More than 1.4 million views on Sharing Mayo Clinic • Before posting to Sharing Mayo Clinic: 1,000 views in six months • After posting, Facebooking and Tweeting: 5,000 views per hour
  89. 89. Lessons • Your mileage may vary, but... • You’ll go a lot farther if you get a car.
  90. 90. Summary • Twitter, Facebook, YouTube: $0 • Sharing Mayo Clinic blog: $75 • Bringing joy to the world through music: Priceless
  91. 91. Immense Potential • Marketing we couldn’t buy at any price − 500,000 annual unique patients, 50,000 employees as ambassadors • More efficient care delivery − Patient support groups − Chronic disease management − Workplace Collaboration • Free versions let you prove concept, gauge readiness
  92. 92. Tips on Personal Steps to Explore • Establish a permanent personal email • Get profiles in Facebook, LinkedIn • Get a Twitter account • Get a Flip camera (or iPhone 3G S?) • Create a personal YouTube account • Start a personal Blog
  93. 93. Visit Mayo Clinic Social Media Sites • Follow, subscribe or “Fan” − − − − 7673082516 • Consider sharing your Mayo Clinic story
  94. 94. Starter Steps for Organizations • Claim your Twitter “handle” • Create a Facebook “fan” page • Create a YouTube channel • For Extra Credit: If you have organizational commitment, create a multi-author blog
  95. 95. The Social Media Pyramid
  96. 96. Maslow’s Hierarchy
  97. 97. A Well-Balanced Social Media Diet
  98. 98. “Kids will take a chance. If they don’t know, they’ll have a go.” -- Sir Ken Robinson, TED 2006
  99. 99. “Your kids aren’t smarter than you are. They’re just not afraid to look dumb.”