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Health Care Meets Social
  Networking: Mayo Clinic’s
    Journey into Web 2.0
             Lee Aase
Manager, Syndication and Social Media
            Mayo Clinic

          February 24, 2009
Overview
• Deploying a Social Media Strategy:
 Assessing the Risks and Benefits in a
 Web 2.0 World
• Engaging staff and management in
 new age information sharing: The role
 of online social networks and word of
 mouth/referrals
• Using new media applications to build
 relationships and foster communities
 between patients, physicians and staff
                                       2
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)


                                  3
This Might Not Happen to You, But...




                                 4
Risk and Reward Management

• USCG: ROI = Risk of Ignoring
• Develop Employee Policies/Guidelines
 - see e.g. http://tinyurl.com/bra56t or
 http://www.intel.com/sites/sitewide/en_US/social-media.htm

• Seize opportunities for personalized
 communication with global reach




                                                        5
Mayo Clinic’s Web 2.0 Journey
    and Applications for You
• Disclaimer: I believe Mayo Clinic is
 special, and so do most of our
 employees and patients - YMMV
• However, challenges to Web 2.0
 adoption were not unique
• We still have immense opportunities
   • Patient support groups
   • Chronic disease management
   • More than just marketing
                                         6
Think Like MacGyver
         (or Dr. Henry Plummer)




• http://www.mayoclinic.org/tradition-
 heritage/dr-henry-plummer.html
                                         7
Mayo Clinic’s Origin




http://tinyurl.com/32xbjx
Brand Preference
• Thinking about healthcare institutions
 such as hospitals, medical centers and
 clinics -- suppose your health plan or
 personal finances permitted you to go
 anywhere in the U.S. for treatment of a
 serious medical condition which
 required highly specialized care such as
 neurosurgery, sophisticated heart
 surgery or complex cancer treatment...
  • To which one institution would you prefer to
   go for treatment?
Top-of-Mind Brand Preference
                          U.S. Consumers

Mayo Clinic                    11.7

 Hospital E         3.1
                                                2006 Study



 Hospital D        2.3

 Hospital C       1.8

 Hospital B       1.3

 Hospital A       1.0

Don't know                                                40.9

              0           10          20   30        40          50

                                                                      10
Sources of Information Influencing
           Preference for Mayo Clinic
     Word of mouth                                          84


Stories in the media                            57


MD recommendation                          44


        Advertising              27

                                                     2006   Study



  Internet/Websites             26


Personal experience             24


   Mailings to home        18

                       0   20         40        60    80              100
                                                                 11
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

                                      12
Mayo Clinic Medical Edge
News Media Syndications




                           13
Mayo Clinic Social Media Progression
 • Reach people directly
    • Started with Medical Edge
    • Produce economically to fit medium
 • Provide platforms for sharing
    • Create outposts on popular sites
    • Energize word of mouth
 • Leverage social media with mass media
  and vice versa
 • Sharing Mayo Clinic
                                   14
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




                           16
17
Step 3: podcasts.mayoclinic.org




                              18
19
YouTube Channel

• Brand study confirmed benefit
• “The world has voted, and we want to
 watch videos on YouTube.” - Andy
 Sernovitz, President, Blog Council
• Use YouTube to serve videos for blogs



                                      20
21
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
                                        22
23
24
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


                                     25
Next Step: Launched Jan. 22
     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
• sharing.mayoclinic.org
                                        26
Where Sharing Mayo Clinic Fits

• News Blog - Breaking research news;
 “Hard” news
• Podcast Blog - Evergreen “news you
 can use”
• Sharing Mayo Clinic - Features;
 behind the scenes at Mayo Clinic,
 and stories from patients in their own
 words

                                    27
Sharing Mayo Clinic
         Content Sources
• HR/Recruitment identifying employee
 bloggers to write 2X/month
• Enhanced stories from print edition
• Flip video from patients on campus
• Question in MD news Flip interviews
• Transplant Picnic, NICU reunion
• Highlight employee service awards
                                   28
Benefits of Sharing Mayo Clinic
     Monthly Open Thread
• Patient stories most popular on .org
• Outlet for grateful patients who want
 to tell their stories
• Prompts patients to think about
 sharing stories
• Alerts us to great stories we may
 want to feature in publications,
 Medical Edge, media pitches

                                      29
30
Retroactive Roadmap and
      Philosophy for Future
• Start with current activity extensions
 or high-probability pilot
• External consultants and case
 studies help build internal buy-in
• Build on success step-by-step
• Take advantage of cheap technology
• Facilitate with small core team, but
 make social media everyone’s job
                                      31
Immense Potential

• Marketing we couldn’t afford to buy
   • 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
                                    32
Immediate Applications for You

• Prevent “domain squatting” by
 establishing organization accounts
  • Facebook
  • Twitter
• Consider a YouTube channel
 (especially if nonprofit/not-for-profit)
• Become a SMUGgle and begin
 Homework Assignments to get
 hands-on personal experience
                                       33
34
Contacting Me

• Google Lee Aase or SMUG University
 to find SMUG
• Twitter @LeeAase or @SMUG_U
• Friend me on Facebook
• aase.lee@mayo.edu



                                  35

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World Health Care Congress Summit

  • 1. Health Care Meets Social Networking: Mayo Clinic’s Journey into Web 2.0 Lee Aase Manager, Syndication and Social Media Mayo Clinic February 24, 2009
  • 2. Overview • Deploying a Social Media Strategy: Assessing the Risks and Benefits in a Web 2.0 World • Engaging staff and management in new age information sharing: The role of online social networks and word of mouth/referrals • Using new media applications to build relationships and foster communities between patients, physicians and staff 2
  • 3. 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) 3
  • 4. This Might Not Happen to You, But... 4
  • 5. Risk and Reward Management • USCG: ROI = Risk of Ignoring • Develop Employee Policies/Guidelines - see e.g. http://tinyurl.com/bra56t or http://www.intel.com/sites/sitewide/en_US/social-media.htm • Seize opportunities for personalized communication with global reach 5
  • 6. Mayo Clinic’s Web 2.0 Journey and Applications for You • Disclaimer: I believe Mayo Clinic is special, and so do most of our employees and patients - YMMV • However, challenges to Web 2.0 adoption were not unique • We still have immense opportunities • Patient support groups • Chronic disease management • More than just marketing 6
  • 7. Think Like MacGyver (or Dr. Henry Plummer) • http://www.mayoclinic.org/tradition- heritage/dr-henry-plummer.html 7
  • 9. Brand Preference • Thinking about healthcare institutions such as hospitals, medical centers and clinics -- suppose your health plan or personal finances permitted you to go anywhere in the U.S. for treatment of a serious medical condition which required highly specialized care such as neurosurgery, sophisticated heart surgery or complex cancer treatment... • To which one institution would you prefer to go for treatment?
  • 10. Top-of-Mind Brand Preference U.S. Consumers Mayo Clinic 11.7 Hospital E 3.1 2006 Study Hospital D 2.3 Hospital C 1.8 Hospital B 1.3 Hospital A 1.0 Don't know 40.9 0 10 20 30 40 50 10
  • 11. Sources of Information Influencing Preference for Mayo Clinic Word of mouth 84 Stories in the media 57 MD recommendation 44 Advertising 27 2006 Study Internet/Websites 26 Personal experience 24 Mailings to home 18 0 20 40 60 80 100 11
  • 12. 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 12
  • 13. Mayo Clinic Medical Edge News Media Syndications 13
  • 14. Mayo Clinic Social Media Progression • Reach people directly • Started with Medical Edge • Produce economically to fit medium • Provide platforms for sharing • Create outposts on popular sites • Energize word of mouth • Leverage social media with mass media and vice versa • Sharing Mayo Clinic 14
  • 15. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  • 16. Step 2: More, Longer Podcasts 16
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  • 20. YouTube Channel • Brand study confirmed benefit • “The world has voted, and we want to watch videos on YouTube.” - Andy Sernovitz, President, Blog Council • Use YouTube to serve videos for blogs 20
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  • 22. 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 22
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  • 25. 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 25
  • 26. Next Step: Launched Jan. 22 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 • sharing.mayoclinic.org 26
  • 27. Where Sharing Mayo Clinic Fits • News Blog - Breaking research news; “Hard” news • Podcast Blog - Evergreen “news you can use” • Sharing Mayo Clinic - Features; behind the scenes at Mayo Clinic, and stories from patients in their own words 27
  • 28. Sharing Mayo Clinic Content Sources • HR/Recruitment identifying employee bloggers to write 2X/month • Enhanced stories from print edition • Flip video from patients on campus • Question in MD news Flip interviews • Transplant Picnic, NICU reunion • Highlight employee service awards 28
  • 29. Benefits of Sharing Mayo Clinic Monthly Open Thread • Patient stories most popular on .org • Outlet for grateful patients who want to tell their stories • Prompts patients to think about sharing stories • Alerts us to great stories we may want to feature in publications, Medical Edge, media pitches 29
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  • 31. Retroactive Roadmap and Philosophy for Future • Start with current activity extensions or high-probability pilot • External consultants and case studies help build internal buy-in • Build on success step-by-step • Take advantage of cheap technology • Facilitate with small core team, but make social media everyone’s job 31
  • 32. Immense Potential • Marketing we couldn’t afford to buy • 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 32
  • 33. Immediate Applications for You • Prevent “domain squatting” by establishing organization accounts • Facebook • Twitter • Consider a YouTube channel (especially if nonprofit/not-for-profit) • Become a SMUGgle and begin Homework Assignments to get hands-on personal experience 33
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  • 35. Contacting Me • Google Lee Aase or SMUG University to find SMUG • Twitter @LeeAase or @SMUG_U • Friend me on Facebook • aase.lee@mayo.edu 35