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Lee Aase Mayo Clinic Center for Social Media December 4, 2012 #GAHealthIT Bringing the Social Media Revolution to Health Care
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Lee AaseMayo Clinic Center for Social MediaDecember 4, 2012#GAHealthIT
Bringing the Social Media Revolution to Health Care
The book on social media in health care...
• Thought Leader Essays
• The “Why?” of health care social media
• Available on Amazon
• MCCSM Bulk discounts
• http://mayocl.in/OGvNCx • Net proceeds will fund
patient scholarships#MCCSMbook
Agenda• Education on social media
• Mayo Clinic social media history and examples• The historical import of social media
• Information and learning resources
• Inspiration on how social tools can help you accomplish your goals
• Provocation of thought and discussion
Health Disclaimer:With 139 slides in 45 minutes
(one every 19.4 seconds) it may seem like a strobe light is in use
The Hidden Agenda• You will see the transformational power of
social media
• You will want to join the Social Media Revolution
• You will have arguments you can use to make the case for engagement in your organization
• You will believe that using social media tools is worthwhile and that you can do it
Two Heroes
Six Magic Words
Four Reasons Why They’re True for You
“I’ll bet I could do
that!”
About Lee Aase (@LeeAase)
• B.S. Political Science, Chemistry minor
• 14 years in politics and government at local, state, national levels
• Mayo Clinic since April 2000• Media relations consultant• Public Affairs Manager (2003-2010)• Director, Center for Social Media since July
2010
©2011 MFMER | slide-17
2010 Brand Preference SummaryHealth Care Decision-Makers Aged 25+
Mayo Clinic
AMC 1
AMC 2
AMC 3
AMC 4
AMC 5
AMC 6
AMC 7 0.7
0.7
0.8
0.9
1.1
2.5
3.5
6.1
0.6
0.9
1.0
1.6
2.3
3.6
4.1
12.5
1st Mention Add'l Mention
18.6%
7.6%
6.1%
3.4%
2.5%
1.8%
1.6%
1.3%
Total
2010 US Consumer Brand Monitor, decision-makers 25+, n=5,279
©2011 MFMER | slide-40
The Essential Role of Analogies
"If you can’t explain it to a six-year-old, you don’t understand it yourself."
Spot the analogy...
http://leeaase.me/WhatIsTheInternetAnyway
When we don’t understand something, we instinctively look for analogies
• “What...do you write to it, like mail?”
• Humans always try to explain the unknown in familiar categories
• Therefore to build support for your social media applications• You need to create comfortable analogies so
your stakeholders don’t invent scary ones• Good analogies can overcome prejudice and
misperception
To use analogies to support applying social media in a medical/scientific context
• Develop deep knowledge of social media tools and their capabilities
• Learn to think like a scientist
• Understand your organization’s culture/DNA to explain social media in terms that resonate
Think like this guy...
The Greatness of MacGyver• He’s from Minnesota
• Lack of resources wasn’t an insurmountable barrier to getting the job done
• He saw potential in everyday situations*
A Brief History of Social Media at Mayo Clinic
Answering the burning question...
It all started with a tornado...
©2011 MFMER | 3139261-
Mayo Clinic’s First Social Networkers
Dr. Henry Plummer: Inventor of the PMR
Mayo Clinic Medical EdgeSyndicated News Media Resources
First Foray in “New” Media
• Existing Medical Edge radio mp3s
• Launched Sept. ‘05; 8,217% download increase
Reasons for Reluctance about Blogging• Keeping the content fresh
• Wise use of resources• Physician/Researcher• Public Affairs
• Authenticity - didn’t want to “ghost blog”
My First Blog Post - 7/30/06Lines from Lee
Beyond the Hypochondriac Feed
Mayo Clinic Medical Edge TVSample Sound Bite
Recovering 99.41% for the 1-2%
• Required almost no incremental MD effort• Process change - microphone on physician
and interviewer• 90 minutes of editing per interview• More than 60,000 “hits” and 62 comments on
Dr. Fischer’s podcast
Involuntary Social Networking Presence:http://myspace.com/mayoclinic
A Pivotal Presentation
Stanford SMUG
Tuition $52,341 $0
% of Applicants Admitted 7.1% 100%
Mean Student Loan Debt $80,677 $0
Distinguished Alumni
1 President, 5 Justices, 6 Senators
TBD
Graduation Rate 95% 0
Comparing Stanford vs. SMUG
YouTube: Feb. ’08
Joining The Blog Council• Membership organization of blogging
“companies”
• Typically Fortune 500 members• Coca-Cola, P&G, Wells Fargo, etc.• Mayo Clinic, Kaiser Permanente, U.S. Navy
among “non-traditional” members• Now SocialMedia.org
Transforming YouTube Channel
@MayoClinic on Twitter: 4/29/08
The $4-a-month online newsroom
Let’s Talk “site” - May 2008
http://network.socialmedia.mayoclinic.org/
http://connect.mayoclinic.org/
Yammer - Feb. 2012
A Broader Historical Perspective...
Thesis #1: Air was the original social medium
©2011 MFMER | slide-18
Patient Word of Mouth
2009 Patient Brand Monitor, n=900
• 91% said “good things” about Mayo Clinic after visits• Average of 43 heard “good things”
• 86% recommended Mayo Clinic• Average of 24 advised to come• Average of 6 actually came
©2011 MFMER | slide-20
Sources Influencing Preferencefor Mayo Clinic
Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic;*differs significantly from Q2-2010
5
5
13
25
26
29
33
48
62
82Word of mouth
News stories
Hospital ratings
Internet
MD recommendation
Personal experience
Advertising
Direct mail
Social media
Insurance plan2010 study (n=119)
#2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
#4: Social media are the third millennium’s defining communications trend
Gutenberg: Global Mass Literacy Zuckerberg: Global Mass Publishing
#7: Hand-wringing about merits and dangers of social media is as productive as debating gravity
For those who think blocking is a viable long-term option...
As Uncle Ben would say...
Not that Uncle Ben. This Uncle Ben
Key Elements• All policies apply in social media, too
• Privacy• Mutual Respect• Computer use
• Generally don’t “friend” patients
• Remember the “front page” rule
A Balanced Approach to Professionalism• Avoiding faux pas is important but cannot be
the only standard for judging professionalism in social media
• Professionalism is more than the absence of unprofessional conduct
• Professionals have a moral obligation to use available tools effectively on behalf of those they serve
#9: Mass media will remain powerful levers that move -- and are moved by -- social media buzz
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
May 10
May 11
May 12
May 15
Early Morning May 26
May 26, 2009: Live in StudioGood Morning America
Results to Date
• More than 8.1 million views on YouTube
• >1.5 million views on Sharing Mayo Clinic
• From 200 views/month to 5,000 views/hour
• National TV coverage in U.S. and Japan
#26: Your mileage may vary, but you’ll go a lot further if you get a car
#11: Social media strategies can help make a product, service or experience better
Dr. Sreenivas Koka
#13: Social media tools offer unprecedented opportunity for transformational change and productivity
Too soon old...too late smart
ROI Calculation• Time allotted for recruitment calls: 30 min
• Time to create video: 60 min
• Time saved per call: 10 min
• Calls made April-Nov 2011: 90
• Total time saved: 900 minutes (and rising)
• ROI: > 1,400%
#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 the European Union, based on current exchange rates:
€0,00
#18: As I approaches zero, ROI approaches infinity
Unique Myelofibrosis Patients
0
100
200
300
400
2008 2009 2010 2011
MCF MCA
©2011 MFMER | 3139261-
#35: Social technologies will transform healthcare
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.
©2011 MFMER | 3139261-
Mayo Clinic Center for Social Media• Our Raison d’etre: The Mayo Clinic Center for
Social Media 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.
©2011 MFMER | slide-40
A Catalyst for Social Media
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 eligible to join, but not
accepting industry grant funding
• >140 member organizations
Mayo Clinic CEO Dr. John Noseworthy at Mayo Clinic Social Media Summit - Oct. 2011
Mayo Clinic CEO Dr. John Noseworthy at Mayo Clinic Social Media Summit - Oct. 2011
The book on social media in health care...
• Thought Leader Essays
• The “Why?” of health care social media
• Available on Amazon
• MCCSM Bulk discounts
• http://mayocl.in/OGvNCx • Net proceeds will fund
patient scholarships#MCCSMbook
For Further Interaction:• Google Lee Aase or SMUG U
• @LeeAase
• http://socialmedia.mayoclinic.org
