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Social media are essential to healthcare's future for three main reasons: 1) They facilitate broader and more efficient transmission of information by overcoming barriers like inertia. 2) Social media have become defining communication trends of the modern era. 3) While traditional mass media will still influence public opinion, social media enable authentic two-way communication between organizations and individuals.
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Zurich Presentation
- 1. Why Social Media are Essential to Healthcare’s Future Lee Aase Manager, Syndication and Social Media Mayo Clinic Social Media in Healthcare Conference Zurich January 26, 2010
- 8. Agenda • Why is a traditional organization like Mayo Clinic involved in social media? • How did this happen? • Why must will use of social tools become more widespread in healthcare? • Nine theses plus World Premiere of 36th
- 10. Thesis #1: Air was the original social medium
- 15. 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
- 16. 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
- 17. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
- 19. #4: Social media are the third millennium’s defining communications trend
- 21. #9: Mass media will remain powerful levers that move -- and are moved by -- social media buzz.
- 27. Follow the adventure/research • #Xmedicine • bit.ly/Xmedicine
- 28. #12: Failure to understand social media = media malpractice
- 29. #17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)
- 32. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
- 33. In England, based on current exchange rates: £0,00
- 34. In the European Union: €0,00
- 35. Cost for a Standard Definition Flip Video Camera $149.99 HD available for an additional $50
- 39. Yearly Cost for a Customized Blog $75.00
- 40. #18: As I approaches zero, ROI approaches infinity
- 42. Getting the right patient to the right doctor at the right time
- 43. #19: MacGyver is the model for social media success
- 45. Mayo Clinic Medical Edge News Media Syndications
- 46. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
- 47. Step 2: More, Longer Podcasts
- 49. #20: Social media enable authentic communication if you don’t purposefully complicate things
- 50. Key Tool: Flip Video Camera* • Affordable for all campuses (and you) • 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
- 51. 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 and had password- protected post on blog by 11:55 for pitching • Uploaded files to YouTube channel • WSJ Health Blog used video
- 53. What’s Next?
- 54. Personalized Medicine and Personalized Media
- 55. High Impact Public Health and Disease Management • From reach/frequency to engagement • From public service announcement to personal relevance • “The only person who is with the patient all the time is the patient.”
- 58. 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.
- 60. Basic Social Media “Food Groups”
- 61. Contact me by... • Googling Lee Aase or SMUG U • @LeeAase on Twitter • aase.lee@mayo.edu