Lee Aase presents on the evolution of social media in healthcare. He discusses Mayo Clinic's early adoption of social media beginning in 2005 and success with syndicating medical content. Case studies demonstrate the return on investment from social media, such as time savings and increased patient volumes. In 2010, Mayo Clinic established the Center for Social Media to accelerate the use of social media across the organization and healthcare broadly to improve global health.

1. Lee Aase
Mayo Clinic Center for Social Media
July 24, 2014
The Evolution of the Social Media
Revolution in Health Care

2. THE Book on Social Media in Health
Care
• Essays from 30 thought
leaders
• The “Why?” of social media
in health care
• Net proceeds fund patient
scholarships
• Available on Amazon and
discount bulk orders on
CreateSpace (with offer
code Z4L7DBSN)

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About Lee Aase (@LeeAase)
• 14 years in politics and government at local,
state, national levels
• Mayo Clinic since April 2000
• Media relations consultant
• Manager since 2003
• Media Relations/Research Communications
• Syndication and Social Media
• Director, Center for Social Media (2010)

4. Bringing Hope to the Mediocre

5. One more reason why you can do this...

6. Why avoidance is not an option

7. Agenda
• Mayo Clinic’s history in social networking and
experience in social media
• ROI case studies: showing bottom-line benefits
• Applying social media throughout the health care
enterprise
• Resources, opportunities and provocations

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Today’s Presentation is brought to
you by the number
0

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The Most Important Word in Web 2.0

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Other Recommended Reading
• Clay Shirky
• Here Comes Everybody: The Power of Organizing
without Organizations
• Cognitive Surplus: How Technology Makes
Consumers into Collaborators
• Clayton Christensen
• The Innovator’s Dilemma: The Revolutionary Book
That Will Change the Way You Do Business
• The Innovator’s Solution: Creating and Sustaining
Successful Growth
• The Innovator’s Prescription: A Disruptive Solution
for Health Care

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15. What Rochester has that they don’t:

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17. A precipitating event...

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19. Mayo Clinic’s First Social Networkers

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Social Networking is part of the
Mayo Clinic DNA and is
fundamental to health care

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Patient Word of Mouth (2010 figures)
2009 Patient Brand Monitor, n=900
• 91% said “good things” about Mayo Clinic after
visits
• Average of 43 heard “good things”
• 86% recommended Mayo Clinic
• Average of 24 advised to come
• Average of 6 actually came

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Sources Influencing Preference
for Mayo Clinic (2010)
Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic;
*differs significantly from Q2-2010
5
5
13
25
26
29
33
48
62
82Word of mouth
News stories
Hospital ratings
Internet
MD recommendation
Personal experience
Advertising
Direct mail
Social media
Insurance plan
2010 study (n=119)

24. Mayo Clinic Medical Edge
Syndicated News Media Resources

25. First Foray in “New” Media
• Existing Medical Edge radio mp3s
• Launched Sept. ’05
• Downloads increased 8,217% Oct. vs. Aug.

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28. Beyond the Hypochondriac feed

29. Mayo Clinic Medical Edge Sample
Sound Bite

33. Involuntary Social Network Representation
myspace.com/mayoclinic

35. Facebook: 11/7/07

37. The Revolutionary impact of
consumer-grade video

41. Dramatically increased number of videos
and depth of content

42. Sharing Mayo Clinic - January 2009

44. ROI Case Study #1:
Reuben Mesa, M.D. and Myelofibrosis

46. Unique Myelofibrosis Patients
0
100
200
300
400
2008 2009 2010 2011 2012 2013
MCF MCA

47. ROI Case Study #2:
Discovery by Richard Berger, M.D. Ph.D
UT Ligament Split Tear

62. ROI Case Study #3: Time Savings through
Internal Social Networking
• MCCSM Daily 8:15 a.m. check-in meeting/call
• Moved to a Yammer thread in October, saving
12 minutes/day x 10 members x 250 days/year =
500 hours/year (nearly 0.25 FTE or $20,000)

63. ROI Example #4:
Patient Education Collaboration Opportunities
• Videos covering FAQs
• Short, procedurally focused videos are ideal
• Huge potential savings - competing vs. non-
production
• Crossover potential for demand generation

66. Calculating ROI
• Cost of shooting and editing < $200
• Cost of storage: $0
• Cost of distribution: $0
• Value of time saved *(NG pts/year x minutes/pt x
$/hr/60 x self-serve %): $?,???
• Increase in patient satisfaction: $?,???
• Other “marketing” benefits: $?

68. Lee’s Law of Social Media
Measurement:
As I approaches 0, ROI approaches
∞

69. A 2009 Email from Dr. Noseworthy
• Paraphrased version: I know we’re doing a lot in
social media, but have we considered whether
a bigger investment is warranted?
• January 2010 meeting Dr. Noseworthy and
Shirley Weis endorsed concept of Center for
Social Media
• Planning team from across Mayo gathered
• Announced MCCSM in July 2010

70. Mayo Clinic Center for Social Media
• 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.

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A Catalyst for Social Media

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73. 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
• Much content available through free Guest
account
• Dues based on organization revenues, and
individual paid memberships also are available

77. Applying Social Media Throughout
Mayo Clinic
• Bonus features and interactivity for publications
• Research
• Recruitment for clinical trials
• Therapeutic applications
• Education
• Continuing education promotion
• Integration within courses
• Practice
• Introductory videos for providers
• Time-saving educational videos

79. Social Media Residency
• One-day intro to tools and hands-on experience
• Strategic framework for application
• Open to Mayo and non-Mayo participants

80. Social Media Week at Mayo Clinic
Oct. 20-23, 2014

81. Final Provocations:
• Sometimes the perfect can be the enemy of the
good. Take the side of the good. Or even the
not quite good enough.
• Failure to apply social media in health care is
unwise today and will be unprofessional in the
future.
• The next big thing for social media in health
care is for social media in health care to not be
a big thing.

82. For Further Interaction:
• Google Lee Aase or MCCSM
• @LeeAase on Twitter
• For Social Media Health Network information
• http://network.socialmedia.mayoclinic.org/
mccsm/joining-the-network/
• Contact Mayo Clinic Center for Social Media
• By email: socialmediacenter@mayo.edu
• By phone: 507-538-1092