Lee Aase Mayo Clinic Center for Social MediaAugust 12, 2013

Bringing the Social Media Revolution to Health Care

THE Book on Social Media in Health Care• Essays from 30 thought leaders

• The “Why?” of social media in health care

• Available on Amazon and discount bulk orders

• http://mayocl.in/OGvNCx

• Net proceeds fund patient scholarships

Prologue: A Story that Demonstrates the Power of Social Platforms• Presentation at Community 2.0 conference in San Francisco on May

12, 2009

• Attendance approximately 200

• Somebody tweeted something like “Hey @GuyKawasaki, @LeeAase just mentioned you in his presentation” and included the link to my presentation, which I had uploaded to Slideshare.net

Behold, the Power of Slideshare...

Slideshare.net: YouTube for PowerPoint

Agenda• Discuss Mayo Clinic’s experience and the historical import of social

media

• Increase your personal understanding, comfort and confidence with social media

• Help you make the case for using social media or increasing your commitment

The Hidden Agenda• You will see the transformational power of social media

• You will see social platforms as tools to do your work more effectively and efficiently

• You will believe that using social media tools is worthwhile and that you (and your organization) can do it

Two Heroes

Six Magic Words

Four Reasons Why They’re True for You

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“I’ll bet I could do that!”

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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

• Director, Center for Social Media, 2010-present

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One more bonus reason...

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A Brief History of Social Media at Mayo Clinic

Answering a burning question...

It all started with a tornado...

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Mayo Clinic’s First Social Networkers

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Social Media is part of the @MayoClinic DNA and is fundamental to health care

Mayo Clinic Medical EdgeSyndicated News Media Resources

First Foray in “New” Media

• Existing Medical Edge radio mp3s

• Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.

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

Beyond the Hypochondriac feed

Mayo Clinic Medical Edge Sample Sound Bite

Involuntary Social Network Representationmyspace.com/mayoclinic

Facebook: 11/7/07

A Pivotal Presentation

The Revolutionary impact of consumer-grade video

Dramatically increased number of videos and depth of content

@MayoClinic on Twitter: 4/29/08

The $4-a-month online newsroom

Let’s Talk “site” - May 2008

Sharing Mayo Clinic - January 2009

A Broader Historical Perspective...

Thesis #1: Air was the original social medium

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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

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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

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

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

Key Elements• All policies apply in social media, too

• Privacy• Mutual Respect• Computer use

• Generally don’t “friend” patients

• Remember the “front page” rule

Guidelines for Mayo Employees

#9: Mass Media will remain important 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...

0

1,000

2,000

3,000

4,000

1,095

3,085

4/7/09

4/8/09

Total Views

0

7,500

15,000

22,500

30,000

1,0953,085

26,973

4/7/094/8/09

4/13/09

Total Views

0

17,500

35,000

52,500

70,000

1,0953,085

26,973

64,778

4/7/094/8

4/134/22

Total Views

0

50,000

100,000

150,000

200,000

1,0953,085 26,973

64,778

187,956

4/7/094/8

4/134/22

5/3

Total Views

0

62,500

125,000

187,500

250,000

1,0953,085 26,973

64,778

187,956

228,055

4/74/8

4/134/22

5/35/4

Total Views

0

75,000

150,000

225,000

300,000

1,095 3,085 26,97364,778

187,956228,055

292,766

4/7 4/8 4/13 4/225/3

5/45/5

Total Views

0

75,000

150,000

225,000

300,000

1,095 3,085 26,97364,778

187,956228,055

292,766

4/7 4/8 4/134/22

5/35/4

5/5

Total Views

0

150,000

300,000

450,000

600,000

1,095 3,085 26,973 64,778

187,956 228,055292,766

555,675

4/7/09 4/8/09 4/13/09 4/22/095/3/09

5/4/095/5/09

5/10/09

Total Views

May 12

May 15

Early Morning May 26

May 26, 2009: Live in StudioGood Morning America

Results to Date• More than 8.7 million views on YouTube

• Over 1.5 million on Sharing Mayo Clinic

• From 200 views/month to 5,000 views/hour

• Validation of Thesis #26

#26: Your mileage may vary, but you’ll go a lot further if you get a car.

#10: Social media strategies can’t compensate for an inferior offering or bad service

United Breaks Guitars Breaks United

#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

#19: MacGyver is the model for social media success

The MacGyver Mindset

#22: Social media are an essential part of a balanced communications diet

Basic Social Media “Food Groups”

Blogs: The Undiscovered Territory

• A blog is just an easy-to-publish Web site that allows comments

• Blogs can match look and feel of your Web site and infuse dynamic content

• Blogs give you a social media “home base”

• Blogs give you much more control over user experience than any other social platform

Sharing Mayo Clinic/Patient Stories Example• Relevant patient stories help patients choose Mayo Clinic

• Patient stories on MayoClinic.org were formerly freelancer-produced, relatively expensive

• Sharing Mayo Clinic - stories in patients’ own words - launched in 2009

• 2012 Project combined Sharing and legacy stories, featured on .org disease/condition pages through “Mayo Consumer Vocabulary” tagging

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Lessons and Observations• Sometimes the perfect can be the enemy of the good. Take the side of

the good.

• Follow the Mayo Clinic Center for Innovation Motto: Think Big. Start Small. Move Fast.TM

• Iterate until it’s great

• Blogs can make a static Web site dynamic and relevant

Don’t Consider Social Media in Isolation• Not a silver bullet

• Seek synergy with existing means of communication

• Necessary but likely not sufficient

• Need to justify NOT using social media

Structure and Staffing• Start by finding core internal champions

• Train the trainers

• Engage broader employee population

• Avoid HACK syndrome

• Let social staffing grow gradually to meet needs

Structure and Staffing• Start by finding core internal champions

• Train the trainers

• Engage broader employee population

• Avoid HACK syndrome

• Let social staffing grow gradually to meet needs

Mayo Clinic Center for Social Media

• 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.

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A Catalyst for Social Media

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A word from our CEO

Social Media Health Network

• Membership group associated with Mayo Clinic Center for Social Media

• For those wanting to use social media to promote health, fight disease and improve health care

• Individual and organization memberships available

Free Samples of Network Resources• Visitor Access available to

• News/Opinion posts• Curriculum samples• Health Care Social Media List (HCSML)

• Create a free Guest account to• Comment• Access additional curriculum posts• Claim and manage your organization’s basic HCSML listing

GSM 105 - Intro to Tools

Joining the Network

Upcoming Opportunities

• Social Media Residency• Sept. 10-11 in Dallas, Tex. (at Baylor)• Oct. 21-22 in Rochester, Minn.• Nov. 4-5 in Jacksonville, Fla.

• Social Media Week at Mayo Clinic Oct. 21-25

For Further Interaction:• Google Lee Aase or SMUG U

• @LeeAase on Twitter

• For Social Media Health Network information• http://network.socialmedia.mayoclinic.org/mccsm/joining-the-

network/

• Contact Mayo Clinic Center for Social Media • By email: socialmediacenter@mayo.edu • By phone: 507-538-1091