My presentation on Saturday, July 26, 2014 at the Association of Medical Illustrators Annual Conference, which is being held at Mayo Clinic.

1. Lee Aase
Mayo Clinic Center for Social Media
July 26, 2014
Illustrating the Health Care Social
Media Revolution

2. ©2011 MFMER | 3139261-
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)

3. ©2011 MFMER | 3139261-

4. ©2011 MFMER | 3139261-

5. ©2011 MFMER | 3139261-
0
5,000,000
10,000,000
15,000,000
20,000,000
Rochester
Boston
Baltimore
Cleveland
Los Angeles
San Francisco
NewYork
Philadelphia
Chicago

6. What does Rochester have that they don’t?

7. ©2011 MFMER | 3139261-
Social Networking is part of
Mayo Clinic’s DNA and is a
fundamental factor in its
success

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9. A precipitating event...

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11. Mayo Clinic’s First Social Networkers

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13. ©2011 MFMER | slide-18
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

14. ©2011 MFMER | slide-20
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)

15. Mayo Clinic Medical Edge
Syndicated News Media Resources

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

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19. Beyond the Hypochondriac feed

20. Mayo Clinic Medical Edge Sample
Sound Bite

24. Involuntary Social Network Representation
myspace.com/mayoclinic

26. Facebook: 11/7/07

28. The Revolutionary impact of
consumer-grade video

32. Dramatically increased number of videos
and depth of content

33. Sharing Mayo Clinic - January 2009

35. Reach: 23,856
4.6% of “Fan” base

36. Reach: 59,104
11.2%

37. Reach: 149,952
28.4%

38. Reach: 138,688
26.3%

39. Reach: 529,152
100.1%

40. Seizing Serendipitous Opportunities:
The Octogenarian Idol Example
• Embedded in Sharing Mayo Clinic, posted to
Facebook, Tweeted on 4/7/09

41. The next day...

42. 0
1,000
2,000
3,000
4,000
1,095
3,085
4/7/09
4/8/09
TotalViews

43. 0
7,500
15,000
22,500
30,000
1,095 3,085
26,973
4/7/09
4/8/09
4/13/09
TotalViews

44. 0
17,500
35,000
52,500
70,000
1,095
3,085
26,973
64,778
4/7/09
4/8
4/13
4/22
TotalViews

45. 0
50,000
100,000
150,000
200,000
1,095
3,085
26,973
64,778
187,956
4/7/09
4/8
4/13
4/22
5/3
TotalViews

48. 0
62,500
125,000
187,500
250,000
1,095
3,085
26,973
64,778
187,956
228,055
4/7
4/8
4/13
4/22
5/3
5/4
TotalViews

49. 0
75,000
150,000
225,000
300,000
1,095 3,085
26,973
64,778
187,956
228,055
292,766
4/7 4/8 4/13 4/22 5/3
5/4
5/5
TotalViews

50. 0
150,000
300,000
450,000
600,000
1,095 3,085 26,973
64,778
187,956
228,055
292,766
555,675
4/7/094/8/094/13/094/22/095/3/09 5/4/09
5/5/09
5/10/09
TotalViews

52. 0
175,000
350,000
525,000
700,000
1,095 3,08526,97364,778
187,956
228,055
292,766
555,675
692,713
4/7 4/8 4/13 4/22 5/3 5/4 5/5 5/10 5/12
TotalViews

53. 0
275,000
550,000
825,000
1,100,000
1,0953,08526,97364,778
187,956228,055
292,766
555,675
692,713
1,002,122
4/7 4/8 4/13 4/22 5/3 5/4 5/5 5/10 5/12 5/15
TotalViews

54. Early Morning May 26

55. May 26, 2009: Live in Studio
Good Morning America

58. Results to Date
• More than 10 million views on YouTube
• Over 1.5 million on Sharing Mayo Clinic
• From 200 views/month to 5,000 views/hour
• Validation of SMUG Thesis #26

59. #26: Your mileage may vary, but
you’ll go a lot further if you get a
car.

60. ROI Case Study:
Reuben Mesa, M.D. and Myelofibrosis

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

63. Lee’s Law of Social Media
Measurement (and Thesis #18):
As I approaches 0, ROI approaches
∞

64. 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.

65. ©2011 MFMER | slide-40
A Catalyst for Social Media

66. 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

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

69. 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