This document summarizes Lee Aase's views on using social media in healthcare. Some key points are: 1) Social media are powerful communication tools that can facilitate sharing information; 2) While there are risks, the benefits of social media outweigh the risks if used properly; 3) Mayo Clinic has successfully used social media like YouTube and Facebook to share stories that reached millions of viewers at very low cost.

1. To Network or Not: The Use of
Social Media in Health Care
Lee Aase (@LeeAase)
Director, Mayo Clinic Center for Social Media
#MCCSM
February 21, 2011

2. One of my heroes...

4. Two More Heroes
Six Magic Words
Four Reasons Why
They’re True for You

6. “I’ll bet I
could do
that!”

9. 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

13. 2009 Brand Preference Summary
Healthcare Decision-Makers Aged 25+
Total
Mayo Clinic 13 5.4
18.4%
AMC 1 4 2.5 6.6%
AMC 2 2 1.5 4.8%
AMC 3 2 1.4 3.4%
AMC 4 2 1.1 2.8%
AMC 5 1 1.3 2.3%
AMC 6 2 0.8 2.3%
1st Mention
2009 US Consumer Brand Monitor, n=3336 Add'l Mention

14. My First Blog Post - 7/30/06
Lines from Lee

15. Personally Exploring Business
Uses of Facebook - Aug. ‘07

16. A Pivotal Presentation

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

32. 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

33. 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

34. #2: Electronic tools merely
facilitate broader, more
efficient transmission by
overcoming inertia and
friction

36. #4: Social media are the
third millennium’s defining
communications trend

38. Gutenberg: Global Mass Literacy
Zuckerberg: Global Mass Publishing

39. #7: Hand-wringing about
merits and dangers of social
media is as productive as
debating gravity.

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

42. If you think blocking is a viable
long-term option...

44. Implication
• You already have most of the risks...
why not also get some of the benefits
from these powerful tools?

45. As Uncle Ben would say...

46. Not that Uncle Ben. This Uncle Ben

48. Health Care Corollary:
Use Common Sense and Keep
it Professional

50. Basic Social Media Guidelines
for Health Care Professionals
• If you don’t have a pre-existing, real-life
friendship with patients, don’t create
one on Facebook
• If you do create Facebook friendship
with patients, do it with a purpose
• Apply the “Front Page” test to your
online postings

51. #9: Mass media will remain
powerful levers that move --
and are moved by -- social
media buzz

52. 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

53. The next day...

54. Six days later...

55. April 22

56. Sunday, May 3

59. May 4

60. Cinco de Mayo

61. May 10

63. May 11

64. May 12

65. May 15

66. Early Morning May 26

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

70. Results to Date
• More than 7.5 million views on YouTube
• >1.4 million views on Sharing Mayo Clinic
• From 200 views/month to 5,000 views/hour
• National TV coverage in U.S. and Japan

71. #17: Social media are free in
any ordinary sense of the
word (or at least ridiculously
inexpensive)

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

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

74. MSRP for HD Video Camera
$149.99

75. What’s wrong with this picture?

76. sharing.mayoclinic.org

77. Yearly Cost for a
Customized Blog
$75.00

78. #18: As I approaches zero,
ROI approaches infinity

83. #19: MacGyver is the model
for social media success

84. The MacGyver Mindset

85. Mayo Clinic Medical Edge
News Media Syndications

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

87. Step 2: More, Longer Podcasts

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

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

95. #29: Your kids aren’t smarter
than you are. They’re just
not afraid to look dumb.

96. #33: Social media will
decrease diffusion time for
research and innovations

97. Discovery by Richard Berger, M.D., Ph.D.
Ulnotriquetral (UT) Ligament Split Tear

98. Jayson Werth’s Experience

103. USA Today
Nov 12, 2009
3031031-7

105. Last Friday
3031031-9

106. 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

110. #35: Social technologies will
transform healthcare

115. And just last week...

117. 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.

119. Mayo Clinic Center for Social Media
• Mission: Lead the social media
revolution in health care, contributing
to health and well being for people
everywhere
− Grow social media use by Mayo Clinic
− Create resources for use at Mayo Clinic
that can be shared with organizations
wanting to use social media in health
and health care

120. Social Media Health Network
• Membership group associated with
Mayo Clinic Center for Social Media
• For organizations wanting to use social
media to promote health, fight disease
and improve health care
• Dues based on organization revenues
• Industry members, but no industry
grant funding

121. Charter Members
• Mayo Clinic
• Bon Secours Health System
• Inova Health System
• Mission Health System
• Radboud University Nijmegen Medical
Centre, Netherlands
• Swedish Medical Center (Seattle)

122. Recent Network Additions
• American Hospital Association
• Catholic Healthcare West
• Maricopa Integrated Health System
• Novant Health
• Sutter Health
• Vanderbilt University Medical Center
• Children’s Hospital of Eastern Ontario
• Virginia Community Healthcare Assoc

123. Member organizations receive...
• Access to resources to speed adoption
of social media
− Curriculum/Training materials
− Guidelines/Policies/Job Descriptions
− Technical services and support
• Free and discounted conferences,
webinars, member meetings
• Community, blogging platform options
• Member site for sharing, learning

124. Launched Feb. 10

125. Member Site Features
• Practical, step-by-step “how to”
curriculum
• Sharing of Case Studies, Practices
• Prudential curriculum on Privacy,
Professionalism, Ethics
• Forums for discussion
• Wikis for collaborative resource
development
• Networking with peers

126. Upcoming Events
• Webinars
• Social Media Summit in Jacksonville
− March 14-15: Workshops and
Conference w/Ragan Communications
− March 16: Member Meeting/
Unconference
• Seattle Summit April 13-15
• Rochester Summit October 17-19

127. For Further Interaction:
• @LeeAase on Twitter (or keep chatting
at #MCCSM)
• aase.lee@mayo.edu
• http://socialmedia.mayoclinic.org