This is the presentation I've been giving for several health care-related groups during June. Due to different lengths of presentations, not all groups see all slides, but this is the overall deck.

1. Bringing the Social Media Revolution
to Health Care (and Boldly Going
Where Few Have Gone Before)
Lee Aase (@LeeAase)
Manager, Syndication and Social Media
Mayo Clinic
#MHAPRM or #ShowMeSoMe
June 17, 2010

2. Disclosures
• No financial interest in any product or
service mentioned in this presentation
• Full-time salaried employee of Mayo
Clinic

3. 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
• Social media tools are an essential part of a
balanced communications diet
• If insufficient media coverage persists,
consult your communications doctor
• Batteries not included
• Some assembly required
• Your mileage may vary

4. Warning to Epilepsy Patients
This presentation does not
use strobe lights, but it
may seem like it, with 153
slides in 50 minutes, or
one flashing every 19.6
seconds.

5. WARNING: Warp-Speed
Metaphor Mixer in Use

6. The Most Important Word
in Web 2.0

8. Top Five Authors to Feed Your
Metaphor Mixer
• David Allen
• Seth Godin
• Daniel Pink
• Malcolm Gladwell
• Clayton Christensen

9. How Legal, IT, PR, Execs often
view Social Media “Impact”

10. Impacts?

11. Opportunities!

12. Six Magic Words
and
Four Reasons Why
They’re True for You

14. “I’ll bet I
could do
that!”

17. 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

21. 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

22. Agenda: Give You Arguments,
Examples Why Social Media
Tools are
• Immensely powerful
• Consistent with your organization’s
values (or should be)
• Practical and useful in health care
• Free (or ridiculously inexpensive)
• and...

24. Keeping you from being this guy

27. Parsing Romulan Dialects
Blogs RSS
Podcasts Social Networks
Skype YouTube
Wikis Twitter
Slideshare uStream

28. Intro to Blogs
• Just an easy-to-publish Web site that
allows comments
• Blogs in Plain English - Lee LeFever
• You read them all the time without
even knowing it

29. RSS = Really Simple Syndication
• Lets you easily track dozens of blogs
or other Web sites without surfing
• Truly opt-in “email”
• RSS “baked in” to IE 7, Safari
• Google Reader a free Web option

30. Podcasts
• TiVo for Audio (and now video)
• Don’t need an iPod to use
• Series of segments to which you can
subscribe via RSS
• iTunes free for PC or Mac
• Create your own FREE podcast (listed
in iTunes) through SMUG

31. Social Networking Sites

32. Wikis
• Collaborative editing tools
• Wikipedia the most famous
• 2.9 million articles in English
• Definitive stories quickly on
− 35W Bridge Collapse
− Virginia Tech shooting

34. A museum display...

35. YouTube
• World’s second largest search engine
• Google bought for $1.65 Billion
• “The world has voted, and we want to
watch videos on YouTube.” - Andy
Sernovitz, SocialMedia.org

36. A Story from Twitter

38. Ensuing Conversation

40. Slideshare.net and uStream.tv

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

59. 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

60. 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

61. #2: Electronic tools merely
facilitate broader, more
efficient transmission by
overcoming inertia and
friction

63. #4: Social media are the
third millennium’s defining
communications trend

65. #7: Hand-wringing about
merits and dangers of social
media is as productive as
debating gravity.

66. What else do patients
know about you?
 Copyright 2009, Health Grades, Inc. All Rights Reserved.

71. #9: Mass media will remain
powerful levers that move --
and are moved by -- social
media buzz.

76. USA Today
Nov 12, 2009
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77. #10: Social media strategies
can’t compensate for an
inferior offering or bad service

78. United Breaks Guitars Breaks United

80. The Octogenarian Idol Story
• Alerted to interesting video of elderly
couple playing piano in Gonda atrium
• Video shot by another patient and
uploaded to YouTube by her daughter
• Video had been seen 1,005 times in six
preceding months since upload
• Embedded in Sharing Mayo Clinic,
posted to Facebook, Tweeted on 4/7/09

81. The next day...

82. Six days later...

83. April 22

84. Sunday, May 3

87. May 4

88. Cinco de Mayo

89. May 10

91. May 11

92. May 12

93. May 15

94. Early Morning May 26

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

98. Results to Date
• More than 7 million views on YouTube
• >1.4 million views on Sharing Mayo Clinic
• From 200 views/month to 5,000 views/hour
• National TV coverage in U.S. and Japan

99. #17: Social media are free in
any ordinary sense of the
word (or at least ridiculously
inexpensive)

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

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

105. MSRP for a Standard Definition
Flip Video Camera
$149.99
HD available for an additional $50

106. What’s wrong with this picture?

109. podcasts.mayoclinic.org

110. newsblog.mayoclinic.org

111. sharing.mayoclinic.org

112. Yearly Cost for a
Customized Blog
$75.00

113. Cost for Your Global TV Station
and Publishing Platform
$300.00

114. #18: As I approaches zero,
ROI approaches infinity

117. #19: MacGyver is the model
for social media success

118. The MacGyver Mindset

119. Mayo Clinic Medical Edge
News Media Syndications

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

121. Step 2: More, Longer Podcasts

125. #20: Social media enable
authentic communication if
you don’t purposefully
complicate things

126. Key Tool: Flip Video Camera*
• Affordable
• Recording interviews (with tripod)
improves existing processes
• Authenticity without writer’s cramp
• Provides potential blog resources
− Audio of full interview
− Video excerpts
• Limited group of video editors to ease
adoption, ensure quality

128. Case Study: Simple Storytelling
• 8:45 a.m. Colleague mentions article
coming off embargo at 3 p.m.
• Interviewed M.D. via Flip at 10:20
• Edited video, had password-protected
post on blog by 11:55 for pitching
• Uploaded files to YouTube channel
• WSJ Health Blog used video

130. The most harmful TV show in
U.S History?
• Married with Children?
• Baywatch?
• The Survivor series?
• The A-Team?

133. “Kids will take a chance.
If they don’t know,
they’ll have a go.”
-- Sir Ken Robinson, TED 2006

134. #29: Your kids aren’t smarter
than you are. They’re just
not afraid to look dumb.

135. #33: Social media will
decrease diffusion time for
research and innovations

137. Thesis 9 and 33 Combined!

138. Last Friday
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139. 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

142. #34: Challenges of
introducing social media in
your work are not unique

143. Businesses Already Revolutionized
• Music - iTunes vs. Tower Records
• Classified Advertising - eBay, Craigslist
• Bookstores
• Movie rentals - Local, Blockbuster, Netflix
• All mass media
• Video cameras
• See The Innovator’s Dilemma; TI Solution
and TI Prescription - Clayton Christensen

144. #35: Social technologies will
transform healthcare

145. A few ideas for HR applications
• Employee onboarding
• Social networking groups for new
employees to reduce turnover
• Open enrollment blog to answer health
plan questions
• Culture blog like Sharing Mayo Clinic

146. Possible Internal Applications
• Intranet as blog enabling comments,
voting
• Collaboration platforms
• Wikis for collaborative document creation
• Knowledge management/discovery
• Saving time, improving service, reducing
costs

151. 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.

152. Reviewing Today’s Main Ideas
• In the workforce of the future, everyone
will be connected to the Net 24/7
• Whether you consider this good or bad,
it’s reality
• You already have all the risks; why not
get some of the benefits?

153. For Further Interaction:
• Google Lee Aase or SMUG U
• @LeeAase on Twitter (or keep chatting
at #ihasocmed)
• aase.lee@mayo.edu