Can Social Media Improve Health Care?

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Presentation from Lee Aase, Director of the Mayo Clinic Center for Social Media, to the 51st Annual Mayo Clinic Dental Reviews CME course.

Published in: Health & Medicine

Can Social Media Improve Health Care?

  1. 1. Can Social Media Improve Health Care? Mayo Clinic Dental Reviews Lee Aase (@LeeAase)Director, Mayo Clinic Center for Social Media #MCCSM April 1, 2011
  2. 2. Mayo Clinic Center for Social Media• Our Raison d’etre: The Mayo Clinic Center for Social Media exists to improve health globally by accelerating effective application of social media tools throughout Mayo Clinic and spurring broader and deeper engagement in social media by hospitals, medical professionals and patients.• Our Mission: Lead the social media revolution in health care, contributing to health and well being for people everywhere.
  3. 3. Social Media Health Network• Membership group associated with Mayo Clinic Center for Social Media• For organizations wanting to use social media to promote health, fight disease and improve health care• Dues based on organization revenues• Industry members, but no industry grant funding
  4. 4. One of my heroes...
  5. 5. Two More Heroes Six Magic WordsFour Reasons WhyThey’re True for You
  6. 6. “I’ll bet Icould do that!”
  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. 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 Mention2009 US Consumer Brand Monitor, n=3336 Addl Mention
  9. 9. My First Blog Post - 7/30/06
  10. 10. Second Consultant: Jan. 2008“The world has voted, and we want towatch videos on YouTube.”
  11. 11. Reclaiming YouTube: Feb. ’08
  12. 12. 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. Navy among “non-traditional” members• Now the Social Media Business Council
  13. 13. @MayoClinic on Twitter: 4/29/08
  14. 14. Podcast Blog: April ’08
  15. 15. Transforming YouTube Channel• Started with Medical Edge TV foundation• Coca-Cola Conversation @ Blog Council
  16. 16. The $4-a-month online newsroom
  17. 17. Let’s Talk “site” - May 2008
  18. 18. Sharing Mayo Clinic - Jan. 2009
  19. 19. Wordpress MU Platform
  20. 20. A Broader Historical Perspective...
  21. 21. Thesis #1: Air was theoriginal social medium
  22. 22. 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
  23. 23. Sources of Information Influencing Preference for Mayo Clinic Word of mouth 84Stories in the media 57MD recommendation 44 Advertising 27 Internet/Websites 26Personal experience 24 Mailings to home 18 0 20 40 60 80 100
  24. 24. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  25. 25. #4: Social media are thethird millennium’s defining communications trend
  26. 26. Gutenberg: Global Mass LiteracyZuckerberg: Global Mass Publishing
  27. 27. If you’re still in doubt, ask these guys:
  28. 28. #7: Hand-wringing aboutmerits and dangers of social media is as productive as debating gravity.
  29. 29. If you think blocking is a viable long-term option...
  30. 30. Implication• You already have most of the risks... why not also get some of the benefits from these powerful tools?
  31. 31. #16: Social media toolsmake the once-scarce power of mass media available to everyone
  32. 32. As Uncle Ben would say...
  33. 33. Not that Uncle Ben. This Uncle Ben
  34. 34. #17: Social media are free in any ordinary sense of theword (or at least ridiculously inexpensive)
  35. 35. Total Cost for Mayo ClinicFacebook, YouTube and Twitter $0.00
  36. 36. In the European Union, based on current exchange rates: €0,00
  37. 37. #18: As I approaches zero, ROI approaches infinity
  38. 38. #28: Paying for advertisingwhile not taking advantageof free online opportunities isn’t particularly astute
  39. 39. #33: Social media willdecrease diffusion time for research and innovations
  40. 40. Discovery by Richard Berger, M.D., Ph.D. Ulnotriquetral (UT) Ligament Split Tear
  41. 41. Jayson Werth’s Experience
  42. 42. USA TodayNov 12, 2009 3031031-7
  43. 43. Last Friday 3031031-9
  44. 44. 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
  45. 45. And just this week...
  46. 46. #35: Social technologies will transform healthcare
  47. 47. And just last month...
  48. 48. The 37th ThesisApplying social media in health care isn’tjust inevitable: it’s the right thing to do inthe interest of patients.
  49. 49. Dr. Will Mayo @ Northwestern
  50. 50. Are you not amazed and grateful for today’s revolutionary communication tools?
  51. 51. Will you join us in the Revolution?http://socialmedia.mayoclinic.org/

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