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Third Millennium Communications
           in Healthcare

              Lee Aase
 Manager, Syndication and Social Media
             Mayo Clinic

                #OHA

          November 12, 2009
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
A Grandpa who appreciates the
     power of Facebook
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
Disclosures

• No financial interest in any product or
 service mentioned in this presentation
• Full-time salaried employee of Mayo
 Clinic
Demonstrate that social media
         tools are...

• Immensely powerful
• Consistent with your organization’s
 values (or should be)
• Free (or ridiculously inexpensive)
• and...
Warning to Epilepsy Patients
This presentation does not
use strobe lights, but it
may seem like it, with 139
slides in an hour, or one
flashing every 26 seconds.
Thesis #1: Air was the
original social medium
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
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
#2: Electronic tools merely
  facilitate broader, more
 efficient transmission by
  overcoming inertia and
            friction
#3: The mass media era was
    a temporary anomaly
Evolution of Community
• Local: Pre-1930
• National: 1930-2005, made possible by
 mass media
• Global: Post-2005, individuals members
 of multiple communities of interest
 without regard to geography
• Succeeding levels build upon earlier
 stages without completely supplanting
#4: Social media are the
third millennium’s defining
   communications trend
Intro to Today’s FREE Tools

    Blogs           RSS

  Podcasts     Social Networks

    Skype         YouTube

    Wikis          Twitter

  Slideshare      uStream
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
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
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
Social Networking Sites
Wikis
• Collaborative editing tools
• Wikipedia the most famous
• 2.9 million articles in English
• Definitive stories quickly on
  − 35W Bridge Collapse
  − Virginia Tech shooting
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
#7: Hand-wringing about
merits and dangers of social
 media is as productive as
      debating gravity.
What else do patients
          know about you?


 Copyright 2009, Health Grades, Inc. All Rights Reserved.
#9: Mass media will remain
powerful levers that move --
 and are moved by -- social
        media buzz.
#10: Social media strategies
    can’t compensate for an
inferior offering or bad service
United Breaks Guitars Breaks United
#15: You can hear a lot just
       by listening
A Story from Twitter
Ensuing Conversation
#17: Social media are free in
 any ordinary sense of the
word (or at least ridiculously
       inexpensive)
Total Cost for Mayo Clinic
Facebook, YouTube and Twitter




  $0.00
In England, based on current
       exhange rates:




 £0,00
In the European Union:




€0,00
Cost for a Standard Definition
      Flip Video Camera




$149.99
   HD available for an additional $50
podcasts.mayoclinic.org
newsblog.mayoclinic.org
sharing.mayoclinic.org
Yearly Cost for a
 Customized Blog




$75.00
Cost for Your Global TV Station
   and Publishing Platform




$300.00
#18: As I approaches zero,
 ROI approaches infinity
#19: MacGyver is the model
 for social media success
The MacGyver Mindset
Mayo Clinic Medical Edge
News Media Syndications
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
#20: Social media enable
authentic communication if
  you don’t purposefully
    complicate things
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
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
#24: Compelling content is
 much more valuable than
 advertising time or space
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
The next day...
Six days later...
April 22
Sunday, May 3
May 4
Cinco de Mayo
May 10
May 11
May 12
May 15
Early Morning May 26
May 26, 2009: Live in Studio
  Good Morning America
Results to Date

• More than 4.8 million views on YouTube
• >1.4 million views on Sharing Mayo Clinic
• From 200 views/month to 5,000 views/hour
• Validation of Thesis #26
#26: Your mileage may vary,
 but you’ll go a lot further if
       you get a car.
#25: If you’re remarkable
enough, your customers will
   create content for you
Jillayn Hey’s “Remarkable” Story
“One statement has stuck out above all
of the medical jargon written by the
surgeons and various nurses who cared
for me, and that is this: ‘patient's stay
was unremarkable.’ Well, although
things went fairly smoothly after a
difficult surgery, I would like to say that
there was nothing unremarkable about
my experience with Mayo.”
Therapeutic Storytelling...
“I recently read an (Utne Reader) article ... (which said) that
through telling our personal stories of illness and disease, we
assist in creating a new story of wellness that facilitates
healing and in turn directs a person towards recovery. This is
just one aspect that Sharing Mayo Clinic provides. It is not
only an opportunity for many patients and perhaps future
patients to tell their unique stories to work their way towards
health but it also provides a voice for its employees to share
parts of their daily work which I know must include joy and
sorrow as some of us become well and some of us
unfortunately do not. In my opinion, this is just another area
that Mayo is ahead of the curve in caring for its patients and
obviously their employees as well.”
Answers to Objections
• “But what about the cost in staff time to
 maintain all of these social media
 platforms? They’re not really that
 cheap!”
  − AT&T free phone service in 1969
  − Pitney Bowes free fax machines and
    supplies in 1989
  − YouTube, Facebook and Twitter free in
    2009
Thesis #27: A Step Beyond 7 Habits
“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
Stephen Covey’s “8th Habit”
Going beyond effectiveness to greatness


 “Find your voice and inspire
     others to find theirs”
If getting involved in social
media doesn’t excite you...
#28: Paying for advertising
while not taking advantage
of FREE social media tools
  isn’t particularly astute
A Story from Facebook...
Tamiko says...

“I’ve had lots of people ask me about the
YouTube video and I’ve told at least 30
people they should go to Mayo. ”
“Kids will take a chance.
   If they don’t know,
   they’ll have a go.”
 -- Sir Ken Robinson, TED 2006
#29: Your kids aren’t smarter
 than you are. They’re just
  not afraid to look dumb.
#31: Unforeseen implications
   of social media are more
 likely positive than negative
#33: Social media will
decrease diffusion time for
 research and innovations
Thesis 9 and 33 Combined!
#34: Challenges of
introducing social media in
 healthcare are not unique
#35: Social technologies will
   transform healthcare
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
How can we accelerate the pace?
• Free/low-cost practical experiments
  − On-line chats about research findings
    instead of just surgical tweets
  − Journalist-level access to embargoed
    research findings for bloggers
  − Virtual support groups w/medical pros
  − More collaboration within and among
    organizations via Yammer, Twitter, etc.
  − Share case studies within industry
If you have an iPhone, Let’s Bump!
If not, contact me by...

• Googling Lee Aase or SMUG U
• @LeeAase on Twitter
• aase.lee@mayo.edu
• Continue conversation at #hcli, or via
 SMUG comments

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Oklahoma Hospital Association

  • 1. Third Millennium Communications in Healthcare Lee Aase Manager, Syndication and Social Media Mayo Clinic #OHA November 12, 2009
  • 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. A Grandpa who appreciates the power of Facebook
  • 4.
  • 5.
  • 6. 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
  • 7. Disclosures • No financial interest in any product or service mentioned in this presentation • Full-time salaried employee of Mayo Clinic
  • 8.
  • 9. Demonstrate that social media tools are... • Immensely powerful • Consistent with your organization’s values (or should be) • Free (or ridiculously inexpensive) • and...
  • 10.
  • 11.
  • 12. Warning to Epilepsy Patients This presentation does not use strobe lights, but it may seem like it, with 139 slides in an hour, or one flashing every 26 seconds.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17. Thesis #1: Air was the original social medium
  • 18.
  • 19.
  • 20.
  • 21.
  • 22. 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
  • 23. 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
  • 24. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  • 25.
  • 26. #3: The mass media era was a temporary anomaly
  • 27. Evolution of Community • Local: Pre-1930 • National: 1930-2005, made possible by mass media • Global: Post-2005, individuals members of multiple communities of interest without regard to geography • Succeeding levels build upon earlier stages without completely supplanting
  • 28.
  • 29. #4: Social media are the third millennium’s defining communications trend
  • 30.
  • 31. Intro to Today’s FREE Tools Blogs RSS Podcasts Social Networks Skype YouTube Wikis Twitter Slideshare uStream
  • 32. 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
  • 33. 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
  • 34. 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
  • 36. Wikis • Collaborative editing tools • Wikipedia the most famous • 2.9 million articles in English • Definitive stories quickly on − 35W Bridge Collapse − Virginia Tech shooting
  • 37.
  • 38. 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
  • 39.
  • 40. #7: Hand-wringing about merits and dangers of social media is as productive as debating gravity.
  • 41. What else do patients know about you?  Copyright 2009, Health Grades, Inc. All Rights Reserved.
  • 42. #9: Mass media will remain powerful levers that move -- and are moved by -- social media buzz.
  • 43.
  • 44.
  • 45.
  • 46.
  • 47.
  • 48. #10: Social media strategies can’t compensate for an inferior offering or bad service
  • 49. United Breaks Guitars Breaks United
  • 50.
  • 51. #15: You can hear a lot just by listening
  • 52. A Story from Twitter
  • 53.
  • 55.
  • 56. #17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)
  • 57.
  • 58.
  • 59. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
  • 60. In England, based on current exhange rates: £0,00
  • 61. In the European Union: €0,00
  • 62. Cost for a Standard Definition Flip Video Camera $149.99 HD available for an additional $50
  • 63.
  • 67. Yearly Cost for a Customized Blog $75.00
  • 68. Cost for Your Global TV Station and Publishing Platform $300.00
  • 69. #18: As I approaches zero, ROI approaches infinity
  • 70.
  • 71.
  • 72. #19: MacGyver is the model for social media success
  • 74.
  • 75. Mayo Clinic Medical Edge News Media Syndications
  • 76. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  • 77. Step 2: More, Longer Podcasts
  • 78.
  • 79. #20: Social media enable authentic communication if you don’t purposefully complicate things
  • 80.
  • 81. 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
  • 82.
  • 83. 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
  • 84.
  • 85. #24: Compelling content is much more valuable than advertising time or space
  • 86. 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
  • 91.
  • 92.
  • 93. May 4
  • 96.
  • 101. May 26, 2009: Live in Studio Good Morning America
  • 102.
  • 103. Results to Date • More than 4.8 million views on YouTube • >1.4 million views on Sharing Mayo Clinic • From 200 views/month to 5,000 views/hour • Validation of Thesis #26
  • 104. #26: Your mileage may vary, but you’ll go a lot further if you get a car.
  • 105. #25: If you’re remarkable enough, your customers will create content for you
  • 106.
  • 107.
  • 108. Jillayn Hey’s “Remarkable” Story “One statement has stuck out above all of the medical jargon written by the surgeons and various nurses who cared for me, and that is this: ‘patient's stay was unremarkable.’ Well, although things went fairly smoothly after a difficult surgery, I would like to say that there was nothing unremarkable about my experience with Mayo.”
  • 109. Therapeutic Storytelling... “I recently read an (Utne Reader) article ... (which said) that through telling our personal stories of illness and disease, we assist in creating a new story of wellness that facilitates healing and in turn directs a person towards recovery. This is just one aspect that Sharing Mayo Clinic provides. It is not only an opportunity for many patients and perhaps future patients to tell their unique stories to work their way towards health but it also provides a voice for its employees to share parts of their daily work which I know must include joy and sorrow as some of us become well and some of us unfortunately do not. In my opinion, this is just another area that Mayo is ahead of the curve in caring for its patients and obviously their employees as well.”
  • 110.
  • 111.
  • 112. Answers to Objections • “But what about the cost in staff time to maintain all of these social media platforms? They’re not really that cheap!” − AT&T free phone service in 1969 − Pitney Bowes free fax machines and supplies in 1989 − YouTube, Facebook and Twitter free in 2009
  • 113. Thesis #27: A Step Beyond 7 Habits
  • 114. “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
  • 115. Stephen Covey’s “8th Habit” Going beyond effectiveness to greatness “Find your voice and inspire others to find theirs”
  • 116. If getting involved in social media doesn’t excite you...
  • 117. #28: Paying for advertising while not taking advantage of FREE social media tools isn’t particularly astute
  • 118. A Story from Facebook...
  • 119.
  • 120.
  • 121.
  • 122. Tamiko says... “I’ve had lots of people ask me about the YouTube video and I’ve told at least 30 people they should go to Mayo. ”
  • 123.
  • 124.
  • 125.
  • 126.
  • 127. “Kids will take a chance. If they don’t know, they’ll have a go.” -- Sir Ken Robinson, TED 2006
  • 128. #29: Your kids aren’t smarter than you are. They’re just not afraid to look dumb.
  • 129. #31: Unforeseen implications of social media are more likely positive than negative
  • 130.
  • 131. #33: Social media will decrease diffusion time for research and innovations
  • 132.
  • 133. Thesis 9 and 33 Combined!
  • 134. #34: Challenges of introducing social media in healthcare are not unique
  • 135. #35: Social technologies will transform healthcare
  • 136. 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
  • 137. How can we accelerate the pace? • Free/low-cost practical experiments − On-line chats about research findings instead of just surgical tweets − Journalist-level access to embargoed research findings for bloggers − Virtual support groups w/medical pros − More collaboration within and among organizations via Yammer, Twitter, etc. − Share case studies within industry
  • 138. If you have an iPhone, Let’s Bump!
  • 139. If not, contact me by... • Googling Lee Aase or SMUG U • @LeeAase on Twitter • aase.lee@mayo.edu • Continue conversation at #hcli, or via SMUG comments