Lee Aase discusses Mayo Clinic's experience with social media over the past decade. Some key points include: - Mayo Clinic began experimenting with social media such as blogging and YouTube in 2005-2007 and saw growing engagement. - By 2008, Mayo Clinic had launched Twitter and Facebook profiles and developed a strategic three-phase content creation plan. - Mayo Clinic's social media engagement has grown significantly without any paid advertising, demonstrating the power of these free communication channels. - Aase argues that social media are transforming how healthcare organizations engage with the public and that strategic use of these tools can improve patient outcomes and experience.

1. Joining the Revolution
Mayo Clinic’s Social Media Experience
and Implications for Your Organization
Lee Aase (@LeeAase)
Director, Mayo Clinic Center for Social Media
#MCCSM
April 28, 2011

2. 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
• If insufficient media coverage persists,
consult your communications doctor
• Batteries not included
• Some assembly required
• Your mileage may vary

3. One of my heroes...

6. Two More Heroes
Six Magic Words
Four Reasons Why
They’re True for You

8. “I’ll bet I
could do
that!”

11. 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. A Brief History of Social Media
at Mayo Clinic ...

17. Mayo Clinic Medical Edge
Syndicated News Media Resources

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

19. Regrouping to Plan
Just as genomics is the future of personalized
medicine, personalized media are changing the
way people get the news and information they
want and need. But as genomics increasingly
supplements and improves traditional medicine
without replacing it, new media are helpful
additions to mainstream, mass media. We
strongly recommend reforming our processes
to efficiently produce content that can be used
for both mass media and personalized media.
Content Creation Task Force, 7/26/2006

20. We recommend a three-phase approach. First,
take our existing products and, with minimum
incremental effort, place them in new media
formats. Second... work across teams ... to make
best use of the audio and video production
resources we have. Third, get more resources...
to produce timely or even daily content...
We have not recommended a blog strategy at
this time, primarily because we have emphasized
developing audio and video content that could
have multiple uses in both mass media and
personalized media, with relatively limited
physician involvement.

21. My First Blog Post - 7/30/06

22. Jan. ’07 - Warming to Blogging

23. Private Blog for Public Affairs

24. Free Wordpress.com option

25. Our First Social Media
Consultant: Feb. 2007

26. Executing Phase One Strategy

28. @LeeAase on Twitter: 3/13/07

29. Personally Exploring Business
Uses of Facebook - Aug. ‘07

30. Blogging an Event: Nov. 2007

31. Discovering Involuntary Social
Network Representation

32. Facebook: 11/7/07

33. A Pivotal Presentation

41. Second Consultant: Jan. 2008
“The world has voted, and we want to
watch videos on YouTube.”

42. Reclaiming YouTube: Feb. ’08

43. 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

44. @MayoClinic on Twitter: 4/29/08

45. Podcast Blog: April ’08

46. Transforming YouTube Channel
• Started with Medical Edge TV foundation
• Coca-Cola Conversation @ Blog Council

47. The $4-a-month online newsroom

51. Let’s Talk “site” - May 2008

52. Sharing Mayo Clinic - Jan. 2009

53. External Wordpress MU Platform

54. Internal Wordpress MU Platform

55. A Broader Historical Perspective...

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

63. 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

64. 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

65. #2: Electronic tools merely
facilitate broader, more
efficient transmission by
overcoming inertia and
friction

67. #4: Social media are the
third millennium’s defining
communications trend

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

70. If you’re still in doubt, ask these guys:

71. #7: Hand-wringing about
merits and dangers of social
media is as productive as
debating gravity.

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

75. Implication
• You already have most of the risks...
why not also get some of the benefits
from these powerful tools?

77. #12: Communications and
marketing professionals
who fail to understand
social media flirt with media
malpractice

78. #14: Strategic thinking about
social media is no substitute
for action

80. Working from the Outside In...
• Lines from Lee/SMUG
• Public Affairs Wordpress.com blog
• Wordpress.com blog for symposium
• Long-term external Wordpress.com blogs
• Wordpress blog behind the firewall
• Self-hosted Wordpress MU platform

81. #15: You can hear a lot by
just listening

82. Listening via Tweetdeck

85. Ensuing Conversation

87. Yesterday in Grand Rapids...

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

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

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

91. #18: As I approaches zero,
ROI approaches infinity

94. #22: Social Media are an
essential part of a balanced
communications diet

95. Three case studies in eight minutes

96. #28: Paying for advertising
while not taking advantage
of free online opportunities
isn’t particularly astute

97. #33: Social media will
decrease diffusion time for
research and innovations

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

99. Jayson Werth’s Experience

104. USA Today
Nov 12, 2009
3031031-7

106. Last Friday
3031031-9

107. 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

112. 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.

113. 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.

115. 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
• 56 members as of this morning

116. For Further Interaction:
• Google Lee Aase or SMUG U
• @LeeAase on Twitter (or keep chatting
at #MCCSM)
• aase.lee@mayo.edu
• http://socialmedia.mayoclinic.org