This document discusses the evolution of media and the role of social networking at Mayo Clinic. It describes how media was once dominated by three major networks but new technologies like cable TV, the Internet, and social media fragmented audiences. It outlines how Mayo Clinic used early forms of social networking through doctors' travels over a century ago and how the clinic has now transitioned to using current social media platforms. The final sections discuss how Mayo Clinic created the Mayo Clinic Social Media Network to accelerate effective social media use for improving health globally.

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The New Era of Healthcare
Communications
Lee Aase, Director, Mayo Clinic Social Media Network
@LeeAase
August 23, 2016

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In the next 25 minutes…
• The evolution of media in the last half century
• The role of social networking in Mayo Clinic’s history
• Moving from social networking to social media
• Accelerating the transition

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Once upon a time, three networks dominated
the media landscape in the United States

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Each day, these guys would define the
news...

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... while local affiliates and newspapers sold scarce
audience access at monopoly prices.

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Then one day Ted Turner launched the cable TV
revolution...

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…and one of these guys invented the Internet.

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The mass media didn’t sense the magnitude of the
coming change...

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Twin revolutions fragmented audiences, causing
major economic upheaval
• Hundreds of cable channels, exponential growth in
Web sites
• Mass media came under economic pressure
• Demise of the TV (News) Doctor
• Media organizations began streaming... toward
bankruptcy. See Paper Cuts
• Seth Godin: “The problem with scarcity is that there
just isn’t enough of it anymore.”

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Until finally, mass media share of audience and
revenues crashed...
Big Three Others

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Facebook’s IPO was 20x Wall Street Journal Price…
WSJ (2007) Facebook (2012)

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…and its market cap has more than tripled since 2012
WSJ (2007) Facebook (2012) Facebook (2016)

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The Role of Social Networking in
Mayo Clinic’s History

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Comparative “Metro” Area Populations

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• Every U.S. State
• More than 140 countries
• More than one in five
travels >500 miles
Each year patients come
to Mayo Clinic from
Why?

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Mayo Clinic’s First Social Networkers

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Dr. William J. Mayo’s Travels
“By the end of the 1920s Dr. Will could
say he had studied surgery in every town
in America and Canada of one hundred
thousand population or more, and had
crossed the Atlantic thirty times.”
(The Brothers Mayo, Helen Clapesattle, p. 405)

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Countries Dr. Will Mayo Visited

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Countries Dr. Will Mayo Visited
Austria Denmark Ireland Scotland
Australia England Italy Sweden
Argentina Fiji Mexico Switzerland
Belgium Finland New Zealand Uruguay
Canada France Norway
Chile Germany Peru
Cuba Holland Russia

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How Mayo Clinic Got its Name

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The Surgeons Club

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Social Networking is part of
Mayo Clinic’s DNA

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Moving from Social Networking to
Social Media

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From Syndicated Media…

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To “New” Media (Podcasting)

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Involuntary “Representation” in Social Networks
myspace.com/MayoClinic

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Accelerated Adoption of Free Platforms
and Low-Cost Tools
• 2007 - Facebook
• 2008
• YouTube
• Flip Cameras
• Twitter
• Blogs

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An Early Success Story: Myelofibrosis

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Unique Myelofibrosis Cases
MCF MCA

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Cost-Effective
Knowledge Sharing
and Reputation
Enhancement
Lee’s Law:
As I approaches 0,
ROI approaches
∞

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Accelerating the Transition

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The Mayo Clinic Social Media Network
• The Mayo Clinic Social Media Network (#MCSMN) exists to
improve health globally by accelerating effective application of
social media tools throughout Mayo Clinic and spurring broader
and deeper engagement in social media by hospitals, medical
professionals and patients.
• Our Mission: Lead the social media revolution in health care,
contributing to health and well being for people everywhere.
• Makes resources developed for Mayo Clinic staff available to
peers, and generates revenue to support mission.

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#MCSMN: A Catalyst for Health Care Social Media
• Guidelines
• Best Practices
• Platforms
• Training

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Go to socialmedia.mayoclinic.org/register for your
FREE Basic member account

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September 2015: #MayoInOz in Brisbane

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Social for Healthcare Certificate from Mayo Clinic and Hootsuite
3.5 AMA PRA Category 1 CreditsTM Available

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Social Media Residency
• One-day, intensive Face-to-Face course
• Prerequisite: Social for Healthcare Certificate
• Remaining 2016 Opportunities
• Sept. 29 Jacksonville, FL
• Oct. 17 Rochester, MN
• Dec. 8 Scottsdale, AZ

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SocialMedia.MayoClinic.org
#MCSMN