Keynote Conversation: Spreading the Social Media Revolution

Lee Aase and Farris Timimi, M.D.Mayo Clinic Center for Social MediaOctober 17, 2012

Keynote Conversation: Spreading the Social Media Revolution

Agenda• Making your Summit experience better

• Where we’ve been

• What we’ve learned

• Where we are

• Where we’re going

• How you can join the revolution

http://smw.socialmedia.mayoclinic.org/ or

http://mayocl.in/SVFGgm

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Your Hosts• Center for Social Media Staff

• Employee Communications

• Internal Advisory Group

• External Advisory Board

A Rochester Landmark...

It all started with a tornado...

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Mayo Clinic’s First Social Networkers

Dr. Henry Plummer: Inventor of the PMR

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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)

Mayo Clinic Medical EdgeSyndicated News Media Resources

First Foray in “New” Media

• Existing Medical Edge radio mp3s

• Launched Sept. ‘05; 8,217% download increase

Mayo Clinic Medical Edge TVSample Sound Bite

Facebook: 11/7/07

YouTube: Feb. ’08

@MayoClinic on Twitter: 4/29/08

Blog as online newsroom: May ’08

Let’s Talk “site” - May 2008

Sharing Mayo Clinic - Jan. 2009

Mayo Clinic Communityhttp://connect.mayoclinic.org/

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The Essential Role of Analogies

An Analogy is...

• “a comparison between two things, typically on the basis of their structure and for the purpose of explanation or clarification”

• “a correspondence or partial similarity”

• “a thing that is comparable to something else in significant respects”

• like a key that unlocks and opens minds

Analogies are helpful because they...

• Crystallize your thinking

• Clarify your communication

"If you can’t explain it to a six-year-old, you don’t understand it yourself."

- Albert Einstein

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

• Learn to think like a scientist

• Understand your organization’s culture/DNA to explain social media in terms that resonate

• Develop deep knowledge of social media tools and their capabilities

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"If you can’t explain social media tools to nuclear physicists and

cardiac surgeons in terms that are relevant to them, you shouldn’t

expect their support." - Lee Aase

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A Catalyst for Social Media

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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.

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

• >130 member organizations

Social Media Health Network Community

A Year Ago This Week...• First Social Media Residency

• Important Network Member Meeting• Adding Network Benefits• Employee Access Task Force Established• Member Site Feedback for Improvements

• Meeting Camilo• Three special musical moments...

A Concert for the Ages with the Cowans

Good luck getting this chorus out of your head...

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

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Of Milestones and Mobile...

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Patient App Launched May 15, 2012

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Synthesis app for Mayo Clinic MDs

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Social Networking for Internal Connections...

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Scientific Session

The Evolution of Social Media Residency

• First cohort last year at Social Media Week• AZ (2x), MN (2X) and FL (1 + 1) in 2012• 1.5-day crash course• Strategic framework• Hands-on application

• Question in May from Dr. Paul Limburg (Exec Team member) got us thinking...

Our latest cohort...

Graduation Photos...

Graduation Photos...

Graduation Photos...

Graduation Photos...

Graduation Photos...

Graduation Photos...

Pomp and Circumstance

What’s Next?

• Online Residency

• Social Media Fellows Program

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@EdBennett

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Plans for the Health Care Social Media List

• Programming to enable you to• Claim and maintain your listing• Submit new listings

• Expanding list beyond U.S. Hospitals• Other types of organizations• International

• Make it part of the integrated site for MCCSM and SMHN

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What’s the news today?

Employee Access to Social Media

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Employee Access Task Force

• Online survey on extent of and reasons for blocking launches today• http://mayocl.in/HCSMsurvey

• White paper and Toolkit in the works - reviewing at Network Member Meeting tomorrow

Launching Today...

• Essays from 30 Thought Leaders

• The “Why?” of health care social media

• Available on Amazon and discount bulk orders

• http://mayocl.in/OGvNCx

• Net proceeds will fund patient scholarships#MCCSMbook

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Why Dabo Matters to You

• Bottom line impact of metrics-based reimbursement

• Opportunity for you to bring tools to help solve real business problems...

• By improving the quality of patient care and outcomes

• Free version opens today for any U.S. hospital• http://dabohealth.com/

• Social Media Health Network members save 50 percent on premium versions

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So what’s next?

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http://sharing.mayoclinic.org/tag/pancreatic-cancer/feed

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How You Can Join Us

• Actively Engage Today

• Take the Health Care Social Media Survey• http://mayocl.in/HCSMsurvey

• Visit our Mayo Clinic table• Order copies of the #MCCSMbook• Learn more about the Social Media Health

Network

For Further Interaction:• aase.lee@mayo.edu

• @LeeAase or @FarrisTimimi

• http://socialmedia.mayoclinic.org