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Slides from my April 26, 2013 presentation to the Utah Hospital Association.
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Lee AaseMayo Clinic Center for Social MediaUtah Hospital Association
Bringing the Social Media Revolution to Health Care
The book on social media in health care...
• 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 fund patient scholarships#MCCSMbook
©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
©2011 MFMER | slide-40
Check out the Free Resources
©2011 MFMER | 3139261-
©2011 MFMER | 3139261-
Agenda• Share snippets of Mayo Clinic’s social media
history
• 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 want your organization to join the Social Media Revolution
• 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
“I’ll bet I could do
that!”
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• 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
Another Hero...
Health Warning:This presentation does NOT use strobe lights, but with 135 slides in 50 minutes (one every 22.2 seconds) it may seem like it
A Brief History of Social Media at Mayo Clinic
Answering a burning question...
It all started with a tornado...
©2011 MFMER | 3139261-
Mayo Clinic’s First Social Networkers
Social Networking 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; 8,217% download increase
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
The Revolutionary Power of Consumer-Grade Video
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
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
#2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
©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)
Social Media combines the reach of mass media with the impact of a personal recommendation
#4: Social media are the third millennium’s defining communications trend
For most of the 20th Century...
Every day these guys would define the news...
... while local affiliates and newspapers sold access to audiences at monopoly prices
Then Cable Revolutionized TV...
...and one of these guys invented the Internet...
Though the Big Three didn’t sense the magnitude of the coming change...
But because information and the means of news dissemination were democratized...
...ordinary people could broadcast news and even help solve crimes
Facebook went public at 20X value of WSJ
0
27.5
55.0
82.5
110.0
Value
WSJ (2007) ABC (1995) Facebook (2012)
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...
#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 8.2 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
Taking a page from Dr. Koka
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%
How could videos shot with consumer-grade cameras save time and improve communication in your practice?
#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
#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.
How should you respond?• Uncover and unleash your internal champion(s)
• Don’t just “Hire a college kid” - Engage responsible leaders and managers
• Support champions with training and networking
For Further Interaction:• Google Lee Aase or SMUG U
• @LeeAase on Twitter
• http://network.socialmedia.mayoclinic.org
