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Bringing the Social Media Revolution to
              Health Care
             Lee Aase (@LeeAase)

   Director, Mayo Clinic Center for Social Media
                     #MCCSM

                   Sept. 16, 2011
Why does Mayo Clinic have a Center
        for Social Media?

      How did we get there?

What does it mean for health care?
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 (Media Relations) 2003-2010
   − Director, Center for Social Media, 2010-present
The MacGyver Mindset
First Foray in “New” Media - Sept. ’05




• Existing Medical Edge radio mp3s
• Downloads up 8,217 percent Oct. vs. Aug.
My First Blog Post - 7/30/06
      Lines from Lee
Multiple, Longer Podcasts
The $4-a-month online newsroom
http://connect.mayoclinic.org/
A Pivotal Presentation
Key Comparisons: Stanford vs. SMUG
              Stanford      SMUG
 Tuition      $52,341        $0
Key Comparisons: Stanford vs. SMUG
                      Stanford   SMUG
      Tuition         $52,341     $0
  Percentage of        7.1%      100%
Applicants Admitted
Key Comparisons: Stanford vs. SMUG
                      Stanford   SMUG
      Tuition         $52,341     $0
  Percentage of        7.1%      100%
Applicants Admitted
Mean Student Loan
Debt of Graduates     $80,677     $0
Key Comparisons: Stanford vs. SMUG
                           Stanford         SMUG
      Tuition               $52,341          $0
  Percentage of              7.1%           100%
Applicants Admitted
 Mean Student Loan
 Debt of Graduates          $80,677          $0

                      1 U.S. President, 5
Distinguished Alumni    Supreme Court       TBD
                     Justices, 6 Senators
Key Comparisons: Stanford vs. SMUG
                           Stanford         SMUG
      Tuition               $52,341          $0
  Percentage of              7.1%           100%
Applicants Admitted
 Mean Student Loan
 Debt of Graduates          $80,677          $0

                      1 U.S. President, 5
Distinguished Alumni    Supreme Court       TBD
                     Justices, 6 Senators
  Graduation Rate            95%             0
#4: Social media are the third
    millennium’s defining
    communications trend
Gutenberg: Global Mass Literacy
Zuckerberg: Global Mass Publishing
#7: Hand-wringing about
merits and dangers of social
 media is as productive as
      debating gravity
If you think blocking is a viable
       long-term option...
#17: Social media are free in
 any ordinary sense of the
word (or at least ridiculously
       inexpensive)
Total Cost for Mayo Clinic Facebook,
        YouTube and Twitter
Total Cost for Mayo Clinic Facebook,
        YouTube and Twitter




     $0.00
In the European Union, based on current
            exchange rates:




       €0,00
#18: As I approaches zero, ROI
      approaches infinity
#35: Social technologies will
   transform healthcare
Mayo Clinic Proceedings - Sept. 2011
As seen in the Wall Street Journal...
©2011
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©2011
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©2011
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©2011
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©2011
MFMER

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©2011
MFMER

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©2011
MFMER

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©2011
MFMER

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SCAD?




©2011
MFMER

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©2011
MFMER

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©2011
MFMER

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©2011
MFMER

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©2011
MFMER

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©2011
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            Findings being published in
             MAYO CLINIC
            PROCEEDINGS
             September 2011 issue




©2011
MFMER

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3139261‐3
The 37th Thesis
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.
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.
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 eligible to join, but not accepting
  industry grant funding
• >80 member organizations
A Sample of Network Members
•   American Hospital Association
•   Radboud University Nijmegen Medical Center
•   Jamestown Hospital
•   National Cancer Institute
•   Vanderbilt University Medical Center
•   See Full List at http://socialmedia.mayoclinic.org/
    network/
Coming in October: Social Media Summit &
     Residency at Mayo Clinic in Rochester
• Oct. 17-19 Summit
   − Four pre-conference workshops
   − Three-track conference
• Oct. 19-20 Network Member Meeting
   − Interactive, member-led discussions
• Oct. 20-21 Social Media Residency
   − Hands-on practical application (but no all-night shifts)
For Further Interaction:

•   Google Lee Aase or SMUG U
•   @LeeAase on Twitter
•   aase.lee@mayo.edu
•   http://socialmedia.mayoclinic.org

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5-pln-1050-Aase