The document discusses how social media tools can be useful for healthcare organizations. It outlines the benefits of tools like blogs, RSS feeds, podcasts, social networks, wikis and more. It provides examples of how Mayo Clinic has successfully used social media, such as a viral video of elderly patients playing piano that generated millions of views. The document argues that social media is consistent with healthcare values, practical, inexpensive and will help decrease the time to share innovations. It announces the creation of the Mayo Clinic Center for Social Media and Social Media Health Network.
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VSHMPR Fall Conference
1. Bringing the Social Media Revolution
to Health Care
Lee Aase (@LeeAase)
Director, Mayo Clinic Center for Social Media
#VSHMPR
October 15, 2010
2. Agenda: An Introduction to Why
Social Media Tools are:
• Immensely powerful
• Consistent with your organization’s
values (or should be)
• Practical and useful in health care
• Free (or ridiculously inexpensive)
• and...
3.
4. Disclaimers
• These results not typical
• Use as directed
• Read and follow label directions
• Side effects may include vertigo, watery
eyes, crackberry thumb and iPhone
application addiction
• Social media tools are an essential part of a
balanced communications diet
• If insufficient media coverage persists,
consult your communications doctor
• Batteries not included
• Some assembly required
• Your mileage may vary
10. 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
16. Intro to Social Media Tools
Blogs RSS
Podcasts Social Networks
Skype YouTube
Wikis Twitter
Slideshare uStream
17. Blogs
• Just an easy-to-publish Web site that
allows comments
• Blogs in Plain English - Lee LeFever
• You read them all the time without
even knowing it
18. RSS = Really Simple Syndication
• Lets you easily track dozens of blogs
or other Web sites without surfing
• Truly opt-in “email”
• RSS “baked in” to IE 7, Safari
• Google Reader a free Web option
19. Podcasts
• TiVo for Audio (and now video)
• Don’t need an iPod to use
• Series of segments to which you can
subscribe via RSS
• iTunes free for PC or Mac
• Create your own FREE podcast (listed
in iTunes) through SMUG
21. Wikis
• Collaborative editing tools
• Wikipedia the most famous
• 2.9 million articles in English
• Definitive stories quickly on
− 35W Bridge Collapse
− Virginia Tech shooting
24. YouTube
• World’s second largest search engine
• Google bought for $1.65 Billion
• “The world has voted, and we want to
watch videos on YouTube.” - Andy
Sernovitz, SocialMedia.org
49. Mayo Clinic and Word of Mouth
• 91 percent of patients surveyed say
they have said “good things” to an
average of 40 people after a Mayo visit
• 85 percent say they recommended
Mayo to a friend
− Advised an average of 16 to come
− 5 actually came
50. Sources of Information Influencing
Preference for Mayo Clinic
Word of mouth 84
Stories in the media 57
MD recommendation 44
Advertising 27
Internet/Websites 26
Personal experience 24
Mailings to home 18
0 20 40 60 80 100
51. #2: Electronic tools merely
facilitate broader, more
efficient transmission by
overcoming inertia and
friction
52.
53. #4: Social media are the
third millennium’s defining
communications trend
65. Basic Social Media Guidelines
for Health Care Professionals
• If you don’t have a pre-existing, real-life
friendship with patients, don’t create
one on Facebook
• If you do create Facebook friendship
with patients, do it with a purpose
• Apply the “Front Page” test to your
online postings
66. #10: Social media strategies
can’t compensate for an
inferior offering or bad service
69. 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
87. Results to Date
• More than 7 million views on YouTube
• >1.4 million views on Sharing Mayo Clinic
• From 200 views/month to 5,000 views/hour
• National TV coverage in U.S. and Japan
88. #17: Social media are free in
any ordinary sense of the
word (or at least ridiculously
inexpensive)
89.
90.
91. Total Cost for Mayo Clinic
Facebook, YouTube and Twitter
$0.00
92.
93. In the European Union, based on
current exchange rates:
€0,00
126. Less than 24 hours after my initial appointment, I not
only had a new diagnosis - a UT split tear - but had
surgery to correct the problem. As I write this, my
right arm is in a festive green, but otherwise
annoying cast. The short-term hassle, however,
should be more than worth the long-term gain - the
potential for a future without chronic wrist pain. A
future, that without Twitter and those in the medical
community willing to experiment with new
communications tools, might not exist for me.
3031031-10
132. Mayo Clinic Center for Social Media
• Mission: Lead the social media
revolution in health care, contributing
to health and well being for people
everywhere
− Grow social media use by Mayo Clinic
− Create resources for use at Mayo Clinic
that can be shared with organizations
wanting to use social media in health
and health care
134. A word from our medical director,
Victor Montori, M.D.
135. Social Media Health Network
• Membership group associated with
Mayo Clinic Center for Social Media
• Open to organizations and individuals
wanting to use social media to improve
health and health care
• Dues based on organization revenues
• Industry members, but no industry
grant funding
136. What do you get?
• Access to resources to speed your
organization’s adoption of social media
− Curriculum/Training materials
− Guidelines/Policies/Job Descriptions
− Technical services and support
• Free and discounted conferences,
webinars, member meetings
• Community, blogging platform options
• Member site for sharing, learning
137. Services for Patients/Consumers
• Medical/Health Literacy
• Social Media Literacy
• User-rated patient support group directory
• User-rated library of health/medical videos
138.
139. Charter Members
• Mayo Clinic
• Bon Secours Health System
• Inova Health System
• Mission Health System
• Radboud University Nijmegen Medical
Centre
• Swedish Medical Center
140. For Further Interaction:
• Google Lee Aase or SMUG U
• @LeeAase on Twitter (or keep chatting
at #MCCSM)
• aase.lee@mayo.edu