Uploaded byLee Aase
VSHMPR Fall Conference
The document discusses how social media tools can be useful for healthcare organizations. It outlines the benefits of tools like blogs, RSS feeds, podcasts, social networks, wikis and more. It provides examples of how Mayo Clinic has successfully used social media, such as a viral video of elderly patients playing piano that generated millions of views. The document argues that social media is consistent with healthcare values, practical, inexpensive and will help decrease the time to share innovations. It announces the creation of the Mayo Clinic Center for Social Media and Social Media Health Network.
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VSHMPR Fall Conference
- 1. Bringing the SocialMedia Revolution to Health Care Lee Aase (@LeeAase) Director, Mayo Clinic Center for Social Media #VSHMPR October 15, 2010
- 2. Agenda: An Introductionto Why Social Media Tools are: • Immensely powerful • Consistent with your organization’s values (or should be) • Practical and useful in health care • Free (or ridiculously inexpensive) • and...
- 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 • Batteries not included • Some assembly required • Your mileage may vary
- 5. Six Magic Words and Four Reasons Why They’re True for You
- 7. “I’ll bet I coulddo that!”
- 10. 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
- 15. 2009 Brand PreferenceSummary 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
- 16. Intro to SocialMedia Tools Blogs RSS Podcasts Social Networks Skype YouTube Wikis Twitter Slideshare uStream
- 17. Blogs • Just aneasy-to-publish Web site that allows comments • Blogs in Plain English - Lee LeFever • You read them all the time without even knowing it
- 18. RSS = ReallySimple 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
- 19. Podcasts • TiVo forAudio (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
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- 21. Wikis • Collaborative editingtools • Wikipedia the most famous • 2.9 million articles in English • Definitive stories quickly on − 35W Bridge Collapse − Virginia Tech shooting
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- 24. YouTube • World’s secondlargest search engine • Google bought for $1.65 Billion • “The world has voted, and we want to watch videos on YouTube.” - Andy Sernovitz, SocialMedia.org
- 25. A Story fromTwitter
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- 29. My First BlogPost
- 44. Thesis #1: Airwas the original social medium
- 49. Mayo Clinic andWord 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
- 50. Sources of InformationInfluencing 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
- 51. #2: Electronic toolsmerely facilitate broader, more efficient transmission by overcoming inertia and friction
- 53. #4: Social mediaare the third millennium’s defining communications trend
- 55. Gutenberg: Global MassLiteracy Zuckerberg: Global Mass Publishing
- 57. #7: Hand-wringing about meritsand dangers of social media is as productive as debating gravity.
- 58. What else dopatients know about you? Copyright 2009, Health Grades, Inc. All Rights Reserved.
- 60. If you thinkblocking is a viable long-term option...
- 63. Health Care Corollary: UseCommon Sense and Keep it Professional
- 65. Basic Social MediaGuidelines 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
- 66. #10: Social mediastrategies can’t compensate for an inferior offering or bad service
- 67. United Breaks GuitarsBreaks United
- 69. The Octogenarian IdolStory • 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
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- 84. May 26, 2009:Live in Studio Good Morning America
- 87. 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 • National TV coverage in U.S. and Japan
- 88. #17: Social mediaare free in any ordinary sense of the word (or at least ridiculously inexpensive)
- 91. Total Cost forMayo Clinic Facebook, YouTube and Twitter $0.00
- 93. In the EuropeanUnion, based on current exchange rates: €0,00
- 94. MSRP for HDVideo Camera $149.99
- 95. What’s wrong withthis picture?
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- 100. Yearly Cost fora Customized Blog $75.00
- 101. #18: As Iapproaches zero, ROI approaches infinity
- 104. #19: MacGyver isthe model for social media success
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- 106. Mayo Clinic MedicalEdge News Media Syndications
- 107. First Foray inNew Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
- 108. Step 2: More,Longer Podcasts
- 111. The most harmfulTV show in U.S History? • Married with Children? • Baywatch? • The Survivor series? • The A-Team?
- 114. “Kids will takea chance. If they don’t know, they’ll have a go.” -- Sir Ken Robinson, TED 2006
- 115. #29: Your kidsaren’t smarter than you are. They’re just not afraid to look dumb.
- 116. #33: Social mediawill decrease diffusion time for research and innovations
- 117. Discovery by RichardBerger, M.D., Ph.D. Ulnotriquetral (UT) Ligament Split Tear
- 118.
- 123. USA Today Nov 12,2009 3031031-7
- 125. Last Friday 3031031-9
- 126. Less than 24hours 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
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- 130. The 37th Thesis Applyingsocial media in health care isn’t just inevitable: it’s the right thing to do in the interest of patients.
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- 132. Mayo Clinic Centerfor 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
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- 134. A word fromour medical director, Victor Montori, M.D.
- 135. Social Media HealthNetwork • Membership group associated with Mayo Clinic Center for Social Media • Open to organizations and individuals wanting to use social media to improve health and health care • Dues based on organization revenues • Industry members, but no industry grant funding
- 136. What do youget? • Access to resources to speed your organization’s 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
- 137. Services for Patients/Consumers •Medical/Health Literacy • Social Media Literacy • User-rated patient support group directory • User-rated library of health/medical videos
- 139. Charter Members • MayoClinic • Bon Secours Health System • Inova Health System • Mission Health System • Radboud University Nijmegen Medical Centre • Swedish Medical Center
- 140. For Further Interaction: •Google Lee Aase or SMUG U • @LeeAase on Twitter (or keep chatting at #MCCSM) • aase.lee@mayo.edu