SlideShare a Scribd company logo
Social Media in Health Care:
  A Mayo Clinic Case Study


             Lee Aase
Manager, Syndication and Social Media
            Mayo Clinic

            July 24, 2009
Agenda
• The MacGyver Mindset
• Health Care Social Media Penetration
• Mayo Clinic’s Experience
• A Particular Case Study




                                    2
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
                                      3
The power of Facebook...




• Evelyn’s existence
• Videos from Grand Rapids
                                4
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
•   Your mileage may vary
                                              5
The Most Important Word (and
Book Recommendation) in Web 2.0




                             6
Star Tribune Values and The
    Changing Media Landscape

• 1998 $1.2 Billion
• 2006: $530 Million
• Today: Bankruptcy




                                  7
8
The MacGyver Mindset




                       9
Overview of FREE Tools
• Blogs
• Podcasts
• RSS
• Social Networks
• Wikis
• YouTube
• Twitter
• Updates: Slideshare, uStream, Skype
                                   10
Intro to Blogs




• Just an easy-to-publish Web site that
 allows comments
• Blogs in Plain English - Lee LeFever
                                     11
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



                                      12
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

                                   13
Social Networking Sites




                          14
Wikis

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

                                    15
16
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, Blog Council



                                      17
18
Other Important Platforms

• Slideshare.net: YouTube for
 PowerPoint and Keynote
• uStream.tv: Your own global
 television channel
• Skype: Audio and Videoconferencing
• Mix and Match


                                  19
20
Twitter Case Study #1: Listening




                               21
Ensuing Conversation




                       22
Twitter Case Study #2: “Tweetup”
           in Baltimore
            Me: Are you based in Baltimore?



 Me: I’m going to be there Tuesday for this conference.
 (asae.center.or/hcc) on a panel RU available late pm?



Me: I’m flying out Tues at 6:45 p.m. Any avail in the later
afternoon? I think my panel is done about 2:30


                                                        23
Twitter Case Study #3:
Journalist Interactions




                          24
25
Hospitals Using Social Media
     (via @EdBennett)




                               26
Growth of YouTube vs. Twitter




                                27
28
Mayo Clinic’s Social Media
      Experience



                        29
Mayo Clinic’s Origin




http://tinyurl.com/32xbjx
Sources of Information Influencing
           Preference for Mayo Clinic
     Word of mouth                                          84


Stories in the media                            57


MD recommendation                          44


        Advertising              27

                                                     2006   Study



  Internet/Websites             26


Personal experience             24


   Mailings to home        18

                       0   20         40        60    80              100
                                                                 31
Mayo Clinic Medical Edge
News Media Syndications




                           32
Mayo Clinic Social Media Progression
 • Reach people directly
    • Started with Medical Edge
    • Produce economically to fit medium
 • Provide platforms for sharing
    • Create outposts on popular sites
    • Energize word of mouth
 • Leverage social media with mass media
  and vice versa
 • Sharing Mayo Clinic
                                   33
First Foray in New Media




• Existing Medical Edge radio mp3s
• Launched Sept. ‘05; Downloads up
 8,217 percent Oct. vs. Aug.
Step 2: More, Longer Podcasts




                           35
36
37
38
39
Total Cost for Mayo Clinic
Facebook, YouTube and Twitter




 $0.00
                            40
Key Tool: Flip Video Camera*
• Affordable for all campuses (and you)
• 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
                                        41
Cost for a Standard Definition Flip
          Video Camera




$150.00
   HD available for an additional $80

                                        42
HD: Worth the Investment




                           43
podcasts.mayoclinic.org




                          44
newsblog.mayoclinic.org




                          45
Next Step: Launched 1/22/2009
     Sharing Mayo Clinic
• Gathering global Mayo community
   • Patients telling their stories
   • Employee bloggers recruited from
     throughout organization
   • Video profiles of patients/staff
• Hub to integrate Mayo social media
• Interactive companion to print edition
• sharing.mayoclinic.org
                                        46
sharing.mayoclinic.org




                         47
48
Complying with HIPAA

• Comments moderated to prevent privacy
 breaches
  • Patients can divulge own info in
    comments
  • When comments aren’t from patient,
    de-identify
• Get HIPAA releases for special
 comments or video we shoot and upload

                                   49
Benefits of Comment Threads

• Patient stories most popular on .org
• Outlet for grateful patients who want
 to tell their stories
• Prompts patients to think about
 sharing stories
• Alerts us to great stories we may
 want to feature in publications,
 Medical Edge, media pitches

                                      50
Where Sharing Mayo Clinic Fits

• News Blog - Breaking research news;
 “Hard” news - Like U.S News, Time
• Podcast Blog - Evergreen “news you
 can use” - Like Prevention
• Sharing Mayo Clinic - Features;
 behind the scenes at Mayo Clinic,
 and stories from patients in their own
 words - Like People

                                     51
Other Blogs...

• Health Policy Center Blog
• Physician Update Blog - For referring
 MDs but not limited to them
• Diversity in Education Blog
• Advancing the Science - Medical
 science blog - our medical version of
 Scientific American


                                     52
Yearly Cost for a
 Customized Blog




$75.00
                     53
Old-Style Online Newsroom vs.
   MacGyver Online Newsroom
• Web 1.0 Online Newsroom
   • Typically purchased from a Vendor
   • Costly - up to $10,000 + monthly fee
   • Password-Protected Access
• “MacGyver” Online Newsroom
   • DIY
   • $45/year or $0.12/day
   • Open to customers/patients/links
                                      54
Two Case Studies of Mainstream
Media Facilitated by Social Media
• Wall Street Journal Health Blog
   • Pitched via Facebook
   • Previewed on News Blog
   • Embedded from YouTube
• CBS Radio Network
   • Flip audio downloaded from news
    blog made national network air


                                     55
56
57
Answering Objections

• “But what about the cost in staff time
 to maintain all of these social media
 platforms? They’re not really free!”
• Let’s go in the “way back” machine to
   • 1969: AT&T free phone service
   • 1989: Pitney Bowes free fax
    machines and supplies
• YouTube, Facebook and Twitter really
 are free in 2009
                                         58
Stephen Covey’s “8th Habit”
Going beyond effectiveness to greatness


 “Find your voice and inspire
     others to find theirs”



                                   59
“8th Habit” Opportunity
I can go to any group, and I do it all the time, all over the world, and I
ask a simple question: “How many honestly believe that the vast
majority of the workforce in your organizations possess more talent,
more intelligence, more capability, more creativity, more resourcefulness
than their present jobs require or even allow them to use?” Literally,
almost everyone raises their hands…. Think of the loss of what we could
call “voice,” of people’s intelligence, capability, creativity. And yet I
can ask the next question: … “How many feel pressured to produce
more for less?” and you know what, the same amount of hands go up.

Now just put those two questions together: Here there’s this enormous
capability and talent and intelligence, and also this great pressure to
produce more for less, and they’re not able to even use it.

                                                        -- Stephen Covey
                                                                   60
Finding voice...




                   61
62
Affirming our Employees

Dear staff,
This 4 minute video actually made me tear
up…the patients mentioning our Judd
Sessions, classes and pamphlets…in relation
to their satisfaction with their care. How
wonderful to hear.

The patient/family testimonials reminded me
how we are making a difference through patient
education in the lives of our patients/families.
                                           63
Employee Communications
     Show and Tell




                          64
Don’t (just) pitch the media.

       Be the media.



                            65
Enhancing Distribution of
     Patient-Generated Content
• Alerted to interesting video of elderly
 couple playing piano in Gonda atrium
• Embedded in Sharing Mayo Clinic,
 posted to Facebook, Tweeted on 4/7/09
• Video had been seen 1,005 times in six
 preceding months since upload



                                       66
The next day...




                  67
Six days later...




                    68
April 22




           69
Sunday, May 3




                70
71
72
May 4




        73
Cinco de Mayo




                74
May 6




        75
Thursday, May 7




                  76
May 10




         77
78
May 11




         79
May 12




         80
A sampling of the comments...




                                81
May 15




         82
Early Morning May 26




                       83
May 26, 2009: Live in Studio
  Good Morning America




                               84
85
May 28, 2009




               86
Results to Date
• More than 4 million views on
 YouTube
• Before posting to Sharing Mayo
 Clinic: 1,000 views in six months
• After posting, Facebooking and
 Tweeting: 5,000 views per hour




                                     87
Lessons
• Your mileage may vary, but...
• You’ll go a lot farther if you get a car.




                                         88
Summary

• Twitter, Facebook, YouTube: $0
• Sharing Mayo Clinic blog: $75
• Bringing joy to the world
 through music: Priceless




                              89
Immense Potential for Mayo Clinic

• Marketing we couldn’t buy at any price
   • 500,000 annual unique patients,
    50,000 employees as ambassadors
• More efficient care delivery
   • Patient support groups
   • Chronic disease management
   • Workplace Collaboration
• Free versions let you prove concept,
 gauge readiness
                                    90
Recommendations

• Don’t “hire some kids to do this stuff”
• Do find someone with gray or thinning
 hair; a champion with some stature
• Don’t set up a social media silo with
 lots of additional staffing; involve
 current staff
• Don’t emphasize novelty, discontinuity
• Do develop guidelines that interpret
 policies for new platforms
                                          91
Recommendations

• Do take time to understand community
 standards, mores
• Don’t treat social media like just
 another push-based marketing channel
• Don’t block social media sites at work




                                       92
“Your kids aren’t
smarter than you are.
   They’re just not
afraid to look dumb.”


                   93
Six Personal Steps to Explore

• Establish a permanent personal email
• Get profiles in Facebook, LinkedIn
• Get a Twitter account
• Get a Flip camera (or iPhone 3GS?)
• Create a personal YouTube account
• Start a personal Blog

                                     94
Four Starter Steps for Institutions

• Claim your organization’s Twitter
 “handle”
• Create a Facebook “fan” page
• Create a YouTube channel
• For Extra Credit: If you have
 organizational commitment, create a
 multi-author blog


                                      95
96

More Related Content

What's hot

Bringing the Revolution to New Jersey
Bringing the Revolution to New JerseyBringing the Revolution to New Jersey
Bringing the Revolution to New Jersey
Lee Aase
 
WHPRMS Presentation
WHPRMS PresentationWHPRMS Presentation
WHPRMS Presentation
Lee Aase
 
Engaging Your Customers (and finding new ones) Through Social Media
Engaging Your Customers (and finding new ones) Through Social MediaEngaging Your Customers (and finding new ones) Through Social Media
Engaging Your Customers (and finding new ones) Through Social Media
Lee Aase
 
Leadership Institute Boca Raton
Leadership Institute Boca RatonLeadership Institute Boca Raton
Leadership Institute Boca Raton
Lee Aase
 
Oklahoma Hospital Association
Oklahoma Hospital AssociationOklahoma Hospital Association
Oklahoma Hospital Association
Lee Aase
 
University Communications in the Third Millennium
University Communications in the Third MillenniumUniversity Communications in the Third Millennium
University Communications in the Third Millennium
Lee Aase
 
Social Media in Air Medical Transport
Social Media in Air Medical TransportSocial Media in Air Medical Transport
Social Media in Air Medical Transport
Lee Aase
 
Social Media 101: A Taste of the Tools that are Changing the World
Social Media 101: A Taste of the Tools that are Changing the WorldSocial Media 101: A Taste of the Tools that are Changing the World
Social Media 101: A Taste of the Tools that are Changing the World
Lee Aase
 
CADTH Workshop - Keeping Ahead of the Curve: Social Media - April 2012
CADTH Workshop - Keeping Ahead  of the Curve: Social Media - April 2012CADTH Workshop - Keeping Ahead  of the Curve: Social Media - April 2012
CADTH Workshop - Keeping Ahead of the Curve: Social Media - April 2012
Connie Crosby
 
Press Training
Press TrainingPress Training
Press Training
adammint
 
Reshape09
Reshape09Reshape09
Reshape09
Lee Aase
 
Social Media & Financial Services Workshop
Social Media & Financial Services WorkshopSocial Media & Financial Services Workshop
Social Media & Financial Services Workshop
Richard Sedley
 
Introduction to Social Film Marketing and Distribution
Introduction to Social Film Marketing and DistributionIntroduction to Social Film Marketing and Distribution
Introduction to Social Film Marketing and Distribution
Wolfgang Gumpelmaier-Mach
 
Social Media for advocacy
Social Media for advocacySocial Media for advocacy
Social Media for advocacy
APGYF2012
 
Atradius social media for the enterprise
Atradius social media for the enterpriseAtradius social media for the enterprise
Atradius social media for the enterprise
Vincent Everts
 
Open Practices for Researchers
Open Practices for ResearchersOpen Practices for Researchers
Open Practices for Researchers
lisbk
 
WWF - Internet and social networks for organizations
WWF - Internet and social networks for organizationsWWF - Internet and social networks for organizations
WWF - Internet and social networks for organizations
katalamar
 
20140121 ctm-comcient
20140121 ctm-comcient20140121 ctm-comcient
20140121 ctm-comcient
Miquel Duran
 
Ologie Social Media Presentation
Ologie Social Media PresentationOlogie Social Media Presentation
Ologie Social Media Presentation
Leigh Householder
 
Move the Needle: How to activate your supporters
Move the Needle: How to activate your supportersMove the Needle: How to activate your supporters
Move the Needle: How to activate your supporters
JD Lasica
 

What's hot (20)

Bringing the Revolution to New Jersey
Bringing the Revolution to New JerseyBringing the Revolution to New Jersey
Bringing the Revolution to New Jersey
 
WHPRMS Presentation
WHPRMS PresentationWHPRMS Presentation
WHPRMS Presentation
 
Engaging Your Customers (and finding new ones) Through Social Media
Engaging Your Customers (and finding new ones) Through Social MediaEngaging Your Customers (and finding new ones) Through Social Media
Engaging Your Customers (and finding new ones) Through Social Media
 
Leadership Institute Boca Raton
Leadership Institute Boca RatonLeadership Institute Boca Raton
Leadership Institute Boca Raton
 
Oklahoma Hospital Association
Oklahoma Hospital AssociationOklahoma Hospital Association
Oklahoma Hospital Association
 
University Communications in the Third Millennium
University Communications in the Third MillenniumUniversity Communications in the Third Millennium
University Communications in the Third Millennium
 
Social Media in Air Medical Transport
Social Media in Air Medical TransportSocial Media in Air Medical Transport
Social Media in Air Medical Transport
 
Social Media 101: A Taste of the Tools that are Changing the World
Social Media 101: A Taste of the Tools that are Changing the WorldSocial Media 101: A Taste of the Tools that are Changing the World
Social Media 101: A Taste of the Tools that are Changing the World
 
CADTH Workshop - Keeping Ahead of the Curve: Social Media - April 2012
CADTH Workshop - Keeping Ahead  of the Curve: Social Media - April 2012CADTH Workshop - Keeping Ahead  of the Curve: Social Media - April 2012
CADTH Workshop - Keeping Ahead of the Curve: Social Media - April 2012
 
Press Training
Press TrainingPress Training
Press Training
 
Reshape09
Reshape09Reshape09
Reshape09
 
Social Media & Financial Services Workshop
Social Media & Financial Services WorkshopSocial Media & Financial Services Workshop
Social Media & Financial Services Workshop
 
Introduction to Social Film Marketing and Distribution
Introduction to Social Film Marketing and DistributionIntroduction to Social Film Marketing and Distribution
Introduction to Social Film Marketing and Distribution
 
Social Media for advocacy
Social Media for advocacySocial Media for advocacy
Social Media for advocacy
 
Atradius social media for the enterprise
Atradius social media for the enterpriseAtradius social media for the enterprise
Atradius social media for the enterprise
 
Open Practices for Researchers
Open Practices for ResearchersOpen Practices for Researchers
Open Practices for Researchers
 
WWF - Internet and social networks for organizations
WWF - Internet and social networks for organizationsWWF - Internet and social networks for organizations
WWF - Internet and social networks for organizations
 
20140121 ctm-comcient
20140121 ctm-comcient20140121 ctm-comcient
20140121 ctm-comcient
 
Ologie Social Media Presentation
Ologie Social Media PresentationOlogie Social Media Presentation
Ologie Social Media Presentation
 
Move the Needle: How to activate your supporters
Move the Needle: How to activate your supportersMove the Needle: How to activate your supporters
Move the Needle: How to activate your supporters
 

Similar to Medical Center Employee Relations Association

Mayo Clinic Social Media Update
Mayo Clinic Social Media UpdateMayo Clinic Social Media Update
Mayo Clinic Social Media Update
Lee Aase
 
Mayo Clinic Social Media Webcast
Mayo Clinic Social Media WebcastMayo Clinic Social Media Webcast
Mayo Clinic Social Media Webcast
Lee Aase
 
Putting Social Media to Good Use in Government Communications
Putting Social Media to Good Use in Government CommunicationsPutting Social Media to Good Use in Government Communications
Putting Social Media to Good Use in Government Communications
Lee Aase
 
Integrating Social Media and Mass Media for Maximum PR and Marketing Results
Integrating Social Media and Mass Media for Maximum PR and Marketing ResultsIntegrating Social Media and Mass Media for Maximum PR and Marketing Results
Integrating Social Media and Mass Media for Maximum PR and Marketing Results
Lee Aase
 
Internal Social Media Presentation
Internal Social Media PresentationInternal Social Media Presentation
Internal Social Media Presentation
Lee Aase
 
Sacred Social Media
Sacred Social MediaSacred Social Media
Sacred Social Media
Lee Aase
 
Social Networking Applications and Today's Workforce
Social Networking Applications and Today's WorkforceSocial Networking Applications and Today's Workforce
Social Networking Applications and Today's Workforce
Lee Aase
 
VSHMPR Fall Conference
VSHMPR Fall ConferenceVSHMPR Fall Conference
VSHMPR Fall Conference
Lee Aase
 
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
Lee Aase
 
Zurich Presentation
Zurich PresentationZurich Presentation
Zurich Presentation
Lee Aase
 
Personalizing the Passion
Personalizing the PassionPersonalizing the Passion
Personalizing the Passion
Lee Aase
 
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
Lee Aase
 
Engaging Patients Through Social Media
Engaging Patients Through Social MediaEngaging Patients Through Social Media
Engaging Patients Through Social Media
Lee Aase
 
Lee Aase June 2010 Social Media Presentation
Lee Aase June 2010 Social Media PresentationLee Aase June 2010 Social Media Presentation
Lee Aase June 2010 Social Media Presentation
Lee Aase
 
Social Media with a Star Trek Flair
Social Media with a Star Trek FlairSocial Media with a Star Trek Flair
Social Media with a Star Trek Flair
Lee Aase
 
HPRMS at New York Times
HPRMS at New York TimesHPRMS at New York Times
HPRMS at New York Times
Lee Aase
 
Making the Business Case for Social Media
Making the Business Case for Social MediaMaking the Business Case for Social Media
Making the Business Case for Social Media
Lee Aase
 
Summer 2011 Presentation
Summer 2011 PresentationSummer 2011 Presentation
Summer 2011 Presentation
Lee Aase
 
Practical Application of Social Media in Business and Professions
Practical Application of Social Media in Business and ProfessionsPractical Application of Social Media in Business and Professions
Practical Application of Social Media in Business and Professions
Lee Aase
 
ASTRO Social Media Overview
ASTRO Social Media OverviewASTRO Social Media Overview
ASTRO Social Media Overview
Lee Aase
 

Similar to Medical Center Employee Relations Association (20)

Mayo Clinic Social Media Update
Mayo Clinic Social Media UpdateMayo Clinic Social Media Update
Mayo Clinic Social Media Update
 
Mayo Clinic Social Media Webcast
Mayo Clinic Social Media WebcastMayo Clinic Social Media Webcast
Mayo Clinic Social Media Webcast
 
Putting Social Media to Good Use in Government Communications
Putting Social Media to Good Use in Government CommunicationsPutting Social Media to Good Use in Government Communications
Putting Social Media to Good Use in Government Communications
 
Integrating Social Media and Mass Media for Maximum PR and Marketing Results
Integrating Social Media and Mass Media for Maximum PR and Marketing ResultsIntegrating Social Media and Mass Media for Maximum PR and Marketing Results
Integrating Social Media and Mass Media for Maximum PR and Marketing Results
 
Internal Social Media Presentation
Internal Social Media PresentationInternal Social Media Presentation
Internal Social Media Presentation
 
Sacred Social Media
Sacred Social MediaSacred Social Media
Sacred Social Media
 
Social Networking Applications and Today's Workforce
Social Networking Applications and Today's WorkforceSocial Networking Applications and Today's Workforce
Social Networking Applications and Today's Workforce
 
VSHMPR Fall Conference
VSHMPR Fall ConferenceVSHMPR Fall Conference
VSHMPR Fall Conference
 
5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare5 Theses for Social Media in Healthcare
5 Theses for Social Media in Healthcare
 
Zurich Presentation
Zurich PresentationZurich Presentation
Zurich Presentation
 
Personalizing the Passion
Personalizing the PassionPersonalizing the Passion
Personalizing the Passion
 
35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future35 Theses on Why Social Media are Essential to Healthcare's Future
35 Theses on Why Social Media are Essential to Healthcare's Future
 
Engaging Patients Through Social Media
Engaging Patients Through Social MediaEngaging Patients Through Social Media
Engaging Patients Through Social Media
 
Lee Aase June 2010 Social Media Presentation
Lee Aase June 2010 Social Media PresentationLee Aase June 2010 Social Media Presentation
Lee Aase June 2010 Social Media Presentation
 
Social Media with a Star Trek Flair
Social Media with a Star Trek FlairSocial Media with a Star Trek Flair
Social Media with a Star Trek Flair
 
HPRMS at New York Times
HPRMS at New York TimesHPRMS at New York Times
HPRMS at New York Times
 
Making the Business Case for Social Media
Making the Business Case for Social MediaMaking the Business Case for Social Media
Making the Business Case for Social Media
 
Summer 2011 Presentation
Summer 2011 PresentationSummer 2011 Presentation
Summer 2011 Presentation
 
Practical Application of Social Media in Business and Professions
Practical Application of Social Media in Business and ProfessionsPractical Application of Social Media in Business and Professions
Practical Application of Social Media in Business and Professions
 
ASTRO Social Media Overview
ASTRO Social Media OverviewASTRO Social Media Overview
ASTRO Social Media Overview
 

More from Lee Aase

Restoring the Soul of Health Care
Restoring the Soul of Health CareRestoring the Soul of Health Care
Restoring the Soul of Health Care
Lee Aase
 
Coping with COVID-19
Coping with COVID-19Coping with COVID-19
Coping with COVID-19
Lee Aase
 
How Social Media is Changing Healthcare
How Social Media is Changing HealthcareHow Social Media is Changing Healthcare
How Social Media is Changing Healthcare
Lee Aase
 
Social Media and Hospital Reputation
Social Media and Hospital ReputationSocial Media and Hospital Reputation
Social Media and Hospital Reputation
Lee Aase
 
Mini-Social Media Residency at NCMEDR
Mini-Social Media Residency at NCMEDRMini-Social Media Residency at NCMEDR
Mini-Social Media Residency at NCMEDR
Lee Aase
 
Social Media Stories to Click and Connect
Social Media Stories to Click and ConnectSocial Media Stories to Click and Connect
Social Media Stories to Click and Connect
Lee Aase
 
Making Social Media Work in your Organization
Making Social Media Work in your OrganizationMaking Social Media Work in your Organization
Making Social Media Work in your Organization
Lee Aase
 
Using Social Media to Meet Healthcare Business Objectives
Using Social Media to Meet Healthcare Business ObjectivesUsing Social Media to Meet Healthcare Business Objectives
Using Social Media to Meet Healthcare Business Objectives
Lee Aase
 
Social Media Strategies to Click and Connect
Social Media Strategies to Click and ConnectSocial Media Strategies to Click and Connect
Social Media Strategies to Click and Connect
Lee Aase
 
Have You Googled Yourself?
Have You Googled Yourself?Have You Googled Yourself?
Have You Googled Yourself?
Lee Aase
 
Exponential Tech Tuesday Webinar
Exponential Tech Tuesday WebinarExponential Tech Tuesday Webinar
Exponential Tech Tuesday Webinar
Lee Aase
 
Mayo Clinic Nursing Social Media Training
Mayo Clinic Nursing Social Media TrainingMayo Clinic Nursing Social Media Training
Mayo Clinic Nursing Social Media Training
Lee Aase
 
Closing Remarks from #MCSMN 2017 Conference
Closing Remarks from #MCSMN 2017 ConferenceClosing Remarks from #MCSMN 2017 Conference
Closing Remarks from #MCSMN 2017 Conference
Lee Aase
 
#MCSMN 2017 Annual Conference Welcome & Update
#MCSMN 2017 Annual Conference Welcome & Update#MCSMN 2017 Annual Conference Welcome & Update
#MCSMN 2017 Annual Conference Welcome & Update
Lee Aase
 
Motivating the Unscreened through Social Media
Motivating the Unscreened through Social MediaMotivating the Unscreened through Social Media
Motivating the Unscreened through Social Media
Lee Aase
 
Western Surgical Association
Western Surgical AssociationWestern Surgical Association
Western Surgical Association
Lee Aase
 
Skillsets & Mindset
Skillsets & MindsetSkillsets & Mindset
Skillsets & Mindset
Lee Aase
 
Skill Sets and Mindset: Keys to Success in Rapidly Changing Times
Skill Sets and Mindset: Keys to Success in Rapidly Changing TimesSkill Sets and Mindset: Keys to Success in Rapidly Changing Times
Skill Sets and Mindset: Keys to Success in Rapidly Changing Times
Lee Aase
 
Mayo Clinic DLMP Grand Rounds
Mayo Clinic DLMP Grand RoundsMayo Clinic DLMP Grand Rounds
Mayo Clinic DLMP Grand Rounds
Lee Aase
 
Mayo Clinic Social Media Network Resources and Membership Benefits
Mayo Clinic Social Media Network Resources and Membership BenefitsMayo Clinic Social Media Network Resources and Membership Benefits
Mayo Clinic Social Media Network Resources and Membership Benefits
Lee Aase
 

More from Lee Aase (20)

Restoring the Soul of Health Care
Restoring the Soul of Health CareRestoring the Soul of Health Care
Restoring the Soul of Health Care
 
Coping with COVID-19
Coping with COVID-19Coping with COVID-19
Coping with COVID-19
 
How Social Media is Changing Healthcare
How Social Media is Changing HealthcareHow Social Media is Changing Healthcare
How Social Media is Changing Healthcare
 
Social Media and Hospital Reputation
Social Media and Hospital ReputationSocial Media and Hospital Reputation
Social Media and Hospital Reputation
 
Mini-Social Media Residency at NCMEDR
Mini-Social Media Residency at NCMEDRMini-Social Media Residency at NCMEDR
Mini-Social Media Residency at NCMEDR
 
Social Media Stories to Click and Connect
Social Media Stories to Click and ConnectSocial Media Stories to Click and Connect
Social Media Stories to Click and Connect
 
Making Social Media Work in your Organization
Making Social Media Work in your OrganizationMaking Social Media Work in your Organization
Making Social Media Work in your Organization
 
Using Social Media to Meet Healthcare Business Objectives
Using Social Media to Meet Healthcare Business ObjectivesUsing Social Media to Meet Healthcare Business Objectives
Using Social Media to Meet Healthcare Business Objectives
 
Social Media Strategies to Click and Connect
Social Media Strategies to Click and ConnectSocial Media Strategies to Click and Connect
Social Media Strategies to Click and Connect
 
Have You Googled Yourself?
Have You Googled Yourself?Have You Googled Yourself?
Have You Googled Yourself?
 
Exponential Tech Tuesday Webinar
Exponential Tech Tuesday WebinarExponential Tech Tuesday Webinar
Exponential Tech Tuesday Webinar
 
Mayo Clinic Nursing Social Media Training
Mayo Clinic Nursing Social Media TrainingMayo Clinic Nursing Social Media Training
Mayo Clinic Nursing Social Media Training
 
Closing Remarks from #MCSMN 2017 Conference
Closing Remarks from #MCSMN 2017 ConferenceClosing Remarks from #MCSMN 2017 Conference
Closing Remarks from #MCSMN 2017 Conference
 
#MCSMN 2017 Annual Conference Welcome & Update
#MCSMN 2017 Annual Conference Welcome & Update#MCSMN 2017 Annual Conference Welcome & Update
#MCSMN 2017 Annual Conference Welcome & Update
 
Motivating the Unscreened through Social Media
Motivating the Unscreened through Social MediaMotivating the Unscreened through Social Media
Motivating the Unscreened through Social Media
 
Western Surgical Association
Western Surgical AssociationWestern Surgical Association
Western Surgical Association
 
Skillsets & Mindset
Skillsets & MindsetSkillsets & Mindset
Skillsets & Mindset
 
Skill Sets and Mindset: Keys to Success in Rapidly Changing Times
Skill Sets and Mindset: Keys to Success in Rapidly Changing TimesSkill Sets and Mindset: Keys to Success in Rapidly Changing Times
Skill Sets and Mindset: Keys to Success in Rapidly Changing Times
 
Mayo Clinic DLMP Grand Rounds
Mayo Clinic DLMP Grand RoundsMayo Clinic DLMP Grand Rounds
Mayo Clinic DLMP Grand Rounds
 
Mayo Clinic Social Media Network Resources and Membership Benefits
Mayo Clinic Social Media Network Resources and Membership BenefitsMayo Clinic Social Media Network Resources and Membership Benefits
Mayo Clinic Social Media Network Resources and Membership Benefits
 

Recently uploaded

Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
The latest Heat Pump Manual from Newentide
The latest Heat Pump Manual from NewentideThe latest Heat Pump Manual from Newentide
The latest Heat Pump Manual from Newentide
JoeYangGreatMachiner
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women Magazine
Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women MagazineEllen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women Magazine
Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women Magazine
CIOWomenMagazine
 
High-Quality IPTV Monthly Subscription for $15
High-Quality IPTV Monthly Subscription for $15High-Quality IPTV Monthly Subscription for $15
High-Quality IPTV Monthly Subscription for $15
advik4387
 
The Most Inspiring Entrepreneurs to Follow in 2024.pdf
The Most Inspiring Entrepreneurs to Follow in 2024.pdfThe Most Inspiring Entrepreneurs to Follow in 2024.pdf
The Most Inspiring Entrepreneurs to Follow in 2024.pdf
thesiliconleaders
 
GKohler - Retail Scavenger Hunt Presentation
GKohler - Retail Scavenger Hunt PresentationGKohler - Retail Scavenger Hunt Presentation
GKohler - Retail Scavenger Hunt Presentation
GraceKohler1
 
Registered-Establishment-List-in-Uttarakhand-pdf.pdf
Registered-Establishment-List-in-Uttarakhand-pdf.pdfRegistered-Establishment-List-in-Uttarakhand-pdf.pdf
Registered-Establishment-List-in-Uttarakhand-pdf.pdf
dazzjoker
 
Kirill Klip GEM Royalty TNR Gold Copper Presentation
Kirill Klip GEM Royalty TNR Gold Copper PresentationKirill Klip GEM Royalty TNR Gold Copper Presentation
Kirill Klip GEM Royalty TNR Gold Copper Presentation
Kirill Klip
 
欧洲杯赌球-欧洲杯赌球买球官方官网-欧洲杯赌球比赛投注官网|【​网址​🎉ac55.net🎉​】
欧洲杯赌球-欧洲杯赌球买球官方官网-欧洲杯赌球比赛投注官网|【​网址​🎉ac55.net🎉​】欧洲杯赌球-欧洲杯赌球买球官方官网-欧洲杯赌球比赛投注官网|【​网址​🎉ac55.net🎉​】
欧洲杯赌球-欧洲杯赌球买球官方官网-欧洲杯赌球比赛投注官网|【​网址​🎉ac55.net🎉​】
valvereliz227
 
1Q24_HYUNDAI CAPITAL SERVICES INC. AND SUBSIDIARIES
1Q24_HYUNDAI CAPITAL SERVICES INC. AND SUBSIDIARIES1Q24_HYUNDAI CAPITAL SERVICES INC. AND SUBSIDIARIES
1Q24_HYUNDAI CAPITAL SERVICES INC. AND SUBSIDIARIES
irhcs
 
Prescriptive analytics BA4206 Anna University PPT
Prescriptive analytics BA4206 Anna University PPTPrescriptive analytics BA4206 Anna University PPT
Prescriptive analytics BA4206 Anna University PPT
Freelance
 
Kalyan Chart Satta Matka Dpboss Kalyan Matka Results
Kalyan Chart Satta Matka Dpboss Kalyan Matka ResultsKalyan Chart Satta Matka Dpboss Kalyan Matka Results
Kalyan Chart Satta Matka Dpboss Kalyan Matka Results
Satta Matka Dpboss Kalyan Matka Results
 
PM Surya Ghar Muft Bijli Yojana: Online Application, Eligibility, Subsidies &...
PM Surya Ghar Muft Bijli Yojana: Online Application, Eligibility, Subsidies &...PM Surya Ghar Muft Bijli Yojana: Online Application, Eligibility, Subsidies &...
PM Surya Ghar Muft Bijli Yojana: Online Application, Eligibility, Subsidies &...
Ksquare Energy Pvt. Ltd.
 
Kirill Klip GEM Royalty TNR Gold Lithium Presentation
Kirill Klip GEM Royalty TNR Gold Lithium PresentationKirill Klip GEM Royalty TNR Gold Lithium Presentation
Kirill Klip GEM Royalty TNR Gold Lithium Presentation
Kirill Klip
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
1 Circular 003_2023 ISO 27001_2022 Transition Arrangments v3.pdf
1 Circular 003_2023 ISO 27001_2022 Transition Arrangments v3.pdf1 Circular 003_2023 ISO 27001_2022 Transition Arrangments v3.pdf
1 Circular 003_2023 ISO 27001_2022 Transition Arrangments v3.pdf
ISONIKELtd
 
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...
Niswey
 
Enhancing Adoption of AI in Agri-food: Introduction
Enhancing Adoption of AI in Agri-food: IntroductionEnhancing Adoption of AI in Agri-food: Introduction
Enhancing Adoption of AI in Agri-food: Introduction
Cor Verdouw
 

Recently uploaded (20)

Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
The latest Heat Pump Manual from Newentide
The latest Heat Pump Manual from NewentideThe latest Heat Pump Manual from Newentide
The latest Heat Pump Manual from Newentide
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women Magazine
Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women MagazineEllen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women Magazine
Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women Magazine
 
High-Quality IPTV Monthly Subscription for $15
High-Quality IPTV Monthly Subscription for $15High-Quality IPTV Monthly Subscription for $15
High-Quality IPTV Monthly Subscription for $15
 
The Most Inspiring Entrepreneurs to Follow in 2024.pdf
The Most Inspiring Entrepreneurs to Follow in 2024.pdfThe Most Inspiring Entrepreneurs to Follow in 2024.pdf
The Most Inspiring Entrepreneurs to Follow in 2024.pdf
 
GKohler - Retail Scavenger Hunt Presentation
GKohler - Retail Scavenger Hunt PresentationGKohler - Retail Scavenger Hunt Presentation
GKohler - Retail Scavenger Hunt Presentation
 
Registered-Establishment-List-in-Uttarakhand-pdf.pdf
Registered-Establishment-List-in-Uttarakhand-pdf.pdfRegistered-Establishment-List-in-Uttarakhand-pdf.pdf
Registered-Establishment-List-in-Uttarakhand-pdf.pdf
 
Kirill Klip GEM Royalty TNR Gold Copper Presentation
Kirill Klip GEM Royalty TNR Gold Copper PresentationKirill Klip GEM Royalty TNR Gold Copper Presentation
Kirill Klip GEM Royalty TNR Gold Copper Presentation
 
欧洲杯赌球-欧洲杯赌球买球官方官网-欧洲杯赌球比赛投注官网|【​网址​🎉ac55.net🎉​】
欧洲杯赌球-欧洲杯赌球买球官方官网-欧洲杯赌球比赛投注官网|【​网址​🎉ac55.net🎉​】欧洲杯赌球-欧洲杯赌球买球官方官网-欧洲杯赌球比赛投注官网|【​网址​🎉ac55.net🎉​】
欧洲杯赌球-欧洲杯赌球买球官方官网-欧洲杯赌球比赛投注官网|【​网址​🎉ac55.net🎉​】
 
1Q24_HYUNDAI CAPITAL SERVICES INC. AND SUBSIDIARIES
1Q24_HYUNDAI CAPITAL SERVICES INC. AND SUBSIDIARIES1Q24_HYUNDAI CAPITAL SERVICES INC. AND SUBSIDIARIES
1Q24_HYUNDAI CAPITAL SERVICES INC. AND SUBSIDIARIES
 
Prescriptive analytics BA4206 Anna University PPT
Prescriptive analytics BA4206 Anna University PPTPrescriptive analytics BA4206 Anna University PPT
Prescriptive analytics BA4206 Anna University PPT
 
Kalyan Chart Satta Matka Dpboss Kalyan Matka Results
Kalyan Chart Satta Matka Dpboss Kalyan Matka ResultsKalyan Chart Satta Matka Dpboss Kalyan Matka Results
Kalyan Chart Satta Matka Dpboss Kalyan Matka Results
 
PM Surya Ghar Muft Bijli Yojana: Online Application, Eligibility, Subsidies &...
PM Surya Ghar Muft Bijli Yojana: Online Application, Eligibility, Subsidies &...PM Surya Ghar Muft Bijli Yojana: Online Application, Eligibility, Subsidies &...
PM Surya Ghar Muft Bijli Yojana: Online Application, Eligibility, Subsidies &...
 
Kirill Klip GEM Royalty TNR Gold Lithium Presentation
Kirill Klip GEM Royalty TNR Gold Lithium PresentationKirill Klip GEM Royalty TNR Gold Lithium Presentation
Kirill Klip GEM Royalty TNR Gold Lithium Presentation
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
1 Circular 003_2023 ISO 27001_2022 Transition Arrangments v3.pdf
1 Circular 003_2023 ISO 27001_2022 Transition Arrangments v3.pdf1 Circular 003_2023 ISO 27001_2022 Transition Arrangments v3.pdf
1 Circular 003_2023 ISO 27001_2022 Transition Arrangments v3.pdf
 
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...
 
Enhancing Adoption of AI in Agri-food: Introduction
Enhancing Adoption of AI in Agri-food: IntroductionEnhancing Adoption of AI in Agri-food: Introduction
Enhancing Adoption of AI in Agri-food: Introduction
 

Medical Center Employee Relations Association

  • 1. Social Media in Health Care: A Mayo Clinic Case Study Lee Aase Manager, Syndication and Social Media Mayo Clinic July 24, 2009
  • 2. Agenda • The MacGyver Mindset • Health Care Social Media Penetration • Mayo Clinic’s Experience • A Particular Case Study 2
  • 3. 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 3
  • 4. The power of Facebook... • Evelyn’s existence • Videos from Grand Rapids 4
  • 5. 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 • Your mileage may vary 5
  • 6. The Most Important Word (and Book Recommendation) in Web 2.0 6
  • 7. Star Tribune Values and The Changing Media Landscape • 1998 $1.2 Billion • 2006: $530 Million • Today: Bankruptcy 7
  • 8. 8
  • 10. Overview of FREE Tools • Blogs • Podcasts • RSS • Social Networks • Wikis • YouTube • Twitter • Updates: Slideshare, uStream, Skype 10
  • 11. Intro to Blogs • Just an easy-to-publish Web site that allows comments • Blogs in Plain English - Lee LeFever 11
  • 12. 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 12
  • 13. 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 13
  • 15. Wikis • Collaborative editing tools • Wikipedia the most famous • 2.9 million articles in English • Definitive stories quickly on • 35W Bridge Collapse • Virginia Tech shooting 15
  • 16. 16
  • 17. 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, Blog Council 17
  • 18. 18
  • 19. Other Important Platforms • Slideshare.net: YouTube for PowerPoint and Keynote • uStream.tv: Your own global television channel • Skype: Audio and Videoconferencing • Mix and Match 19
  • 20. 20
  • 21. Twitter Case Study #1: Listening 21
  • 23. Twitter Case Study #2: “Tweetup” in Baltimore Me: Are you based in Baltimore? Me: I’m going to be there Tuesday for this conference. (asae.center.or/hcc) on a panel RU available late pm? Me: I’m flying out Tues at 6:45 p.m. Any avail in the later afternoon? I think my panel is done about 2:30 23
  • 24. Twitter Case Study #3: Journalist Interactions 24
  • 25. 25
  • 26. Hospitals Using Social Media (via @EdBennett) 26
  • 27. Growth of YouTube vs. Twitter 27
  • 28. 28
  • 29. Mayo Clinic’s Social Media Experience 29
  • 31. Sources of Information Influencing Preference for Mayo Clinic Word of mouth 84 Stories in the media 57 MD recommendation 44 Advertising 27 2006 Study Internet/Websites 26 Personal experience 24 Mailings to home 18 0 20 40 60 80 100 31
  • 32. Mayo Clinic Medical Edge News Media Syndications 32
  • 33. Mayo Clinic Social Media Progression • Reach people directly • Started with Medical Edge • Produce economically to fit medium • Provide platforms for sharing • Create outposts on popular sites • Energize word of mouth • Leverage social media with mass media and vice versa • Sharing Mayo Clinic 33
  • 34. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  • 35. Step 2: More, Longer Podcasts 35
  • 36. 36
  • 37. 37
  • 38. 38
  • 39. 39
  • 40. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00 40
  • 41. Key Tool: Flip Video Camera* • Affordable for all campuses (and you) • 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 41
  • 42. Cost for a Standard Definition Flip Video Camera $150.00 HD available for an additional $80 42
  • 43. HD: Worth the Investment 43
  • 46. Next Step: Launched 1/22/2009 Sharing Mayo Clinic • Gathering global Mayo community • Patients telling their stories • Employee bloggers recruited from throughout organization • Video profiles of patients/staff • Hub to integrate Mayo social media • Interactive companion to print edition • sharing.mayoclinic.org 46
  • 48. 48
  • 49. Complying with HIPAA • Comments moderated to prevent privacy breaches • Patients can divulge own info in comments • When comments aren’t from patient, de-identify • Get HIPAA releases for special comments or video we shoot and upload 49
  • 50. Benefits of Comment Threads • Patient stories most popular on .org • Outlet for grateful patients who want to tell their stories • Prompts patients to think about sharing stories • Alerts us to great stories we may want to feature in publications, Medical Edge, media pitches 50
  • 51. Where Sharing Mayo Clinic Fits • News Blog - Breaking research news; “Hard” news - Like U.S News, Time • Podcast Blog - Evergreen “news you can use” - Like Prevention • Sharing Mayo Clinic - Features; behind the scenes at Mayo Clinic, and stories from patients in their own words - Like People 51
  • 52. Other Blogs... • Health Policy Center Blog • Physician Update Blog - For referring MDs but not limited to them • Diversity in Education Blog • Advancing the Science - Medical science blog - our medical version of Scientific American 52
  • 53. Yearly Cost for a Customized Blog $75.00 53
  • 54. Old-Style Online Newsroom vs. MacGyver Online Newsroom • Web 1.0 Online Newsroom • Typically purchased from a Vendor • Costly - up to $10,000 + monthly fee • Password-Protected Access • “MacGyver” Online Newsroom • DIY • $45/year or $0.12/day • Open to customers/patients/links 54
  • 55. Two Case Studies of Mainstream Media Facilitated by Social Media • Wall Street Journal Health Blog • Pitched via Facebook • Previewed on News Blog • Embedded from YouTube • CBS Radio Network • Flip audio downloaded from news blog made national network air 55
  • 56. 56
  • 57. 57
  • 58. Answering Objections • “But what about the cost in staff time to maintain all of these social media platforms? They’re not really free!” • Let’s go in the “way back” machine to • 1969: AT&T free phone service • 1989: Pitney Bowes free fax machines and supplies • YouTube, Facebook and Twitter really are free in 2009 58
  • 59. Stephen Covey’s “8th Habit” Going beyond effectiveness to greatness “Find your voice and inspire others to find theirs” 59
  • 60. “8th Habit” Opportunity I can go to any group, and I do it all the time, all over the world, and I ask a simple question: “How many honestly believe that the vast majority of the workforce in your organizations possess more talent, more intelligence, more capability, more creativity, more resourcefulness than their present jobs require or even allow them to use?” Literally, almost everyone raises their hands…. Think of the loss of what we could call “voice,” of people’s intelligence, capability, creativity. And yet I can ask the next question: … “How many feel pressured to produce more for less?” and you know what, the same amount of hands go up. Now just put those two questions together: Here there’s this enormous capability and talent and intelligence, and also this great pressure to produce more for less, and they’re not able to even use it. -- Stephen Covey 60
  • 62. 62
  • 63. Affirming our Employees Dear staff, This 4 minute video actually made me tear up…the patients mentioning our Judd Sessions, classes and pamphlets…in relation to their satisfaction with their care. How wonderful to hear. The patient/family testimonials reminded me how we are making a difference through patient education in the lives of our patients/families. 63
  • 64. Employee Communications Show and Tell 64
  • 65. Don’t (just) pitch the media. Be the media. 65
  • 66. Enhancing Distribution of Patient-Generated Content • Alerted to interesting video of elderly couple playing piano in Gonda atrium • Embedded in Sharing Mayo Clinic, posted to Facebook, Tweeted on 4/7/09 • Video had been seen 1,005 times in six preceding months since upload 66
  • 69. April 22 69
  • 71. 71
  • 72. 72
  • 73. May 4 73
  • 75. May 6 75
  • 77. May 10 77
  • 78. 78
  • 79. May 11 79
  • 80. May 12 80
  • 81. A sampling of the comments... 81
  • 82. May 15 82
  • 84. May 26, 2009: Live in Studio Good Morning America 84
  • 85. 85
  • 87. Results to Date • More than 4 million views on YouTube • Before posting to Sharing Mayo Clinic: 1,000 views in six months • After posting, Facebooking and Tweeting: 5,000 views per hour 87
  • 88. Lessons • Your mileage may vary, but... • You’ll go a lot farther if you get a car. 88
  • 89. Summary • Twitter, Facebook, YouTube: $0 • Sharing Mayo Clinic blog: $75 • Bringing joy to the world through music: Priceless 89
  • 90. Immense Potential for Mayo Clinic • Marketing we couldn’t buy at any price • 500,000 annual unique patients, 50,000 employees as ambassadors • More efficient care delivery • Patient support groups • Chronic disease management • Workplace Collaboration • Free versions let you prove concept, gauge readiness 90
  • 91. Recommendations • Don’t “hire some kids to do this stuff” • Do find someone with gray or thinning hair; a champion with some stature • Don’t set up a social media silo with lots of additional staffing; involve current staff • Don’t emphasize novelty, discontinuity • Do develop guidelines that interpret policies for new platforms 91
  • 92. Recommendations • Do take time to understand community standards, mores • Don’t treat social media like just another push-based marketing channel • Don’t block social media sites at work 92
  • 93. “Your kids aren’t smarter than you are. They’re just not afraid to look dumb.” 93
  • 94. Six Personal Steps to Explore • Establish a permanent personal email • Get profiles in Facebook, LinkedIn • Get a Twitter account • Get a Flip camera (or iPhone 3GS?) • Create a personal YouTube account • Start a personal Blog 94
  • 95. Four Starter Steps for Institutions • Claim your organization’s Twitter “handle” • Create a Facebook “fan” page • Create a YouTube channel • For Extra Credit: If you have organizational commitment, create a multi-author blog 95
  • 96. 96