Slides from my June 11, 2014 presentation to the Georgia Hospital Association on social media in health care.

1. Lee Aase
Mayo Clinic Center for Social Media
June 11, 2014
Making Social Media Practical:
Applying Transformative Technologies
in Health Care

2. 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)

3. 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...

5. 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!

6. Two Heroes
Six Magic Words
Four Reasons Why
They’re True for You

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“I’ll bet I
could do
that!”

9. 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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15. Mr. Peabody and Sherman

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150 Years Ago

17. A precipitating event in 1883...

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19. 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

26. ...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 Preference
for 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 plan
2010 study (n=119)

29. Mayo Clinic Medical Edge
Syndicated News Media Resources

30. First Foray in “New” Media
• Existing Medical Edge radio mp3s
• Launched Sept. ’05
• Downloads increased 8,217% Oct. vs. Aug.

31. Beyond the Hypochondriac feed

32. Mayo Clinic Medical Edge Sample
Sound Bite

34. Involuntary Social Network Representation
myspace.com/mayoclinic

36. Facebook: 11/7/07

37. Twitter: 4/29/08

38. YouTube: Feb ’08

39. The Revolutionary impact of
consumer-grade video

42. Dramatically increased number of videos
and depth of content

44. Case Study #1:
The Power of Consumer-Grade Video

46. Unique Myelofibrosis Patients
0
100
200
300
400
2008 2009 2010 2011 2012 2013
MCF MCA

47. Lee’s Law of Social Media Measurement:
As I approaches 0,
ROI approaches
∞

48. Case Study #2:
Traditional and Social Media Synergy

52. My Excellent Phillies Adventure

66. 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

67. 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

70. 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: $?

71. 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.

72. 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

74. Key Elements
• All policies apply in social media, too
• Privacy
• Mutual Respect
• Computer use
• Generally don’t “friend” patients
• Remember the “front page” rule

75. Guidelines are Necessary but Not Sufficient

77. 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

78. 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

80. 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

81. 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

83. 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

84. Social Media Residency
• One-day crash course
• Intro to tools and hands-on experience
• Strategic framework for application

85. And finally, our Mayo Clinic CEO
John Noseworthy, MD
on why we believe this is so
important.

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87. 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