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Lee Aase Mayo Clinic Center for Social MediaJune 11, 2014
Making Social Media Practical: Applying Transformative Technologies in Health Care
THE Book on Social Media in Health Care
• Essays from 30 thought leaders
• The “Why?” of social media in health care
• Net proceeds fund patient scholarships
• Available on Amazon and discount bulk orders on CreateSpace (with offer code Z4L7DBSN)
Three Claims to Fame for Rochester, MN• Mayo Clinic
• Patients from every U.S. state and >140 countries every year
• More than 1 of 5 travel >500 miles• Celebrating Sesquicentennial this year
• IBM’s largest facility (in square feet), and...
Agenda• How social networking built Mayo Clinic’s brand• How changes in the media landscape have
created opportunities (and challenges)• Bottom-line benefits of applying social media:
Three Case Studies• You will believe that
• Getting more actively involved in social networking is worthwhile, and
• You 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!”
Bringing Hope to the Mediocre
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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
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©2011 MFMER | 3139261-
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©2011 MFMER | 3139261-
150 Years Ago
A precipitating event in 1883...
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Mayo Clinic’s First Social Networkers
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Social Networking is part of the Mayo Clinic DNA and is fundamental to health care
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From their day through most of the 20th Century, reaching large audiences via media was simple but expensive...
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...or you could “earn” an audience by getting past one of these gatekeepers
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Big media sold audiences to advertisers at monopoly prices
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But then Ted Turner revolutionized TV...
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...one of these guys invented the Internet
...and the Big Media didn't see it coming.
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Opening New Opportunities and Shifting the Balance in Media and Social Networking
• From simple and expensive to complex and “free”• Overcoming barriers of time and space• Diminishing “big media” oligopoly
• From Almighty Dollar to King Content• From MacArthur to McGyver
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Sources of Information 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)
Mayo Clinic Medical EdgeSyndicated News Media Resources
First Foray in “New” Media
• Existing Medical Edge radio mp3s
• Launched Sept. ’05
• Downloads increased 8,217% Oct. vs. Aug.
Beyond the Hypochondriac feed
Mayo Clinic Medical Edge Sample Sound Bite
Involuntary Social Network Representationmyspace.com/mayoclinic
Facebook: 11/7/07
Twitter: 4/29/08
YouTube: Feb ’08
The Revolutionary impact of consumer-grade video
Dramatically increased number of videos and depth of content
Case Study #1:The Power of Consumer-Grade Video
Unique Myelofibrosis Patients
0
100
200
300
400
2008 2009 2010 2011 2012 2013
MCF MCA
Lee’s Law of Social Media Measurement:
As I approaches 0, ROI approaches
∞
Case Study #2:Traditional and Social Media Synergy
My Excellent Phillies Adventure
Social and Traditional Media Synergy• YouTube video leads to USA Today story• USA Today story leads to #wristpain Twitter chat
with explanatory videos and trainee list• Twitter chat leads to patient procedure and blog
post• Blog post leads to USA Today story
Case Study #3:Patient Education Collaboration• Traditional, scripted patient education videos are
costly and limited in application
• More demand than we can afford to supply
• Exploring alternative for videos covering FAQs
• Short, procedurally focused videos are ideal
• Huge potential savings (or expansion of video availability)
• Crossover potential for demand generation
Calculating ROI• Cost of shooting and editing < $200
• Cost of storage: $0
• Cost of distribution: $0
• Value of time saved • (NG pts/year x minutes/pt x $/hr/60 x self-
serve %): $?,???• Increase in patient satisfaction: $?,???
• Other “marketing” benefits: $?
The Cost of Non-Participation:The Pertussis Experience• With introduction of DTP vaccine, U.S. pertussis
cases declined 90 percent in 15 years, from 120,000 cases in 1950 to 6,800 in 1965.
• For 37 years, cases never exceeded 10,000/yr.
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 are Necessary but Not Sufficient
A 2009 Email from Dr. Noseworthy• Paraphrased version: I know we’re doing a lot in
social media, but have we considered whether a bigger investment is warranted?
• January 2010 meeting Dr. Noseworthy and Shirley Weis endorsed concept of Center for Social Media
• Planning team from across Mayo gathered• Announced MCCSM in July 2010
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
Applying Social Media Throughout Mayo Clinic
• Mayo Clinic Connect community
• Mayo Clinic News Network• Supporting Clinical Practice
• Supporting Research• Recruitment for clinical trials• Therapeutic applications
• Supporting Education• Continuing education promotion• Integration within courses
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
• Much content available through free Guest account
• Dues based on organization revenues, and individual paid memberships also are available
Health Care Social Media List Opportunities• Check out the Georgia listings
• If your hospital is included you can claim and manage your listing
• If your hospital is not yet included, you can submit your listing
Social Media Residency• One-day crash course
• Intro to tools and hands-on experience• Strategic framework for application
And finally, our Mayo Clinic CEO
John Noseworthy, MD
on why we believe this is so important.
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For Further Interaction:• Google Lee Aase or MCCSM
• @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
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