Sharp Social Media Presentation

Bringing the Social Media
Revolution to Health Care
Lee Aase

Manager, Syndication and Social Media
Mayo Clinic

Sharp University
May 11, 2010

Wednesday, May 12, 2010

Six Magic Words

and

Four Reasons


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


Dispelling Myths and Answering
Misgivings about Social Media
• Just a passing fad
• Just for kids
• Just toys with no real business use
• I don’t have time for social media; I’m
already drowning in email and can’t add
another thing
• I’m too old to “get” social media
• They’re complicated and bewildering

Demonstrate that social media
tools are...

• Immensely powerful
• Consistent with your organization’s
values (or should be)
• Free (or ridiculously inexpensive)
• and...


Top SMUG Textbooks
• Getting Things Done, David Allen
• The 4-Hour Workweek, Tim Ferriss
• Free: The Future of a Radical Price,
Chris Anderson


The Most Important Word
in Web 2.0


A Partial List of 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


Slideshare.net and uStream.tv


A Story from Twitter


Ensuing Conversation


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


#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.


USA Today
Nov 12, 2009

3031031-7


#10: Social media strategies
can’t compensate for an
inferior offering or bad service


United Breaks Guitars Breaks United


#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
exchange 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


What’s wrong with this picture?


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


#22: Social media are an
essential part of a balanced
communications diet


Basic Social Media “Food Groups”


#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 7 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”


#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. ”


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


“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.


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


Thesis 9 and 33 Combined!


Last Friday

3031031-9


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


From this morning...


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


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


#35: Social technologies will
transform healthcare


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


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


The 36th Thesis
If your organization can’t find a way to
constructively use free tools that enable
deep, two-way communication with
anyone, anywhere, anytime, your real
problem is lack of imagination.


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.


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