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AATS 2013 Presentation

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Lee Aase
Lee Aase

My presentation to the #AATS2013 meeting

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Lee Aase, Director Mayo Clinic Center for Social Media American Association for Thoracic Surgery May 4-5, 2013 #AATS2013 Social Media and Medicine
©2011 MFMER | 3139261- 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.
©2011 MFMER | slide-40 A Catalyst for Social Media
It’s not just about Mayo Clinic... • Social Media Health Network is a membership group associated with Center for Social Media • For organizations wanting to use social media to promote health, fight disease and improve health care • Sliding scale dues based on organization size/ revenue • Having >140 member organizations creates connections and relationships for Mayo
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 will fund patient scholarships#MCCSMbook
About Lee Aase (@LeeAase) • B.S. Political Science, Chemistry minor • 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
Let’s start with a tweet...
If this lingo (@, RT, #) seems strange, let’s travel back in time to 1994...
Agenda for next 15 minutes... • Abbreviated history of social networking and social media at Mayo Clinic • A sampler of practical social media applications in health care • Two ways you can get a taste of social media at #AATS2013 • Resources for further exploration
Social Networking is part of the DNA for @MayoClinic and is fundamental to health care #AATS2013
Mayo Clinic’s First Social Networkers
Professional social networking is part of what you are doing here today #AATS2013
©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
©2011 MFMER | slide-20 Sources 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)
Mayo Clinic Medical Edge Syndicated News Media Resources
First Foray in “New” Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; 8,217% download increase Getting started with podcasting...
Beyond the Hypochondriac Feed
Mayo Clinic Medical Edge TV Sample 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 200,000 “hits” and 62 comments on Dr. Fischer’s podcast
Involuntary Social Networking Presence: http://myspace.com/mayoclinic
Facebook: 11/7/07
YouTube: Feb. ’08
@MayoClinic on Twitter: 4/29/08
The Revolutionary Power of Consumer- Grade Video
Transforming YouTube Channel
Fun with ROI Math: As I approaches zero, ROI approaches infinity #AATS2013
Unique Myelofibrosis Patients 0 100 200 300 400 2008 2009 2010 2011 MCF MCA
Dr. Sreenivas Koka
Consumer-grade YouTube video can help you build rapport with patients & serve them more effectively & efficiently #AATS2013
©2011 MFMER | 3139261- Using Twitter at #AATS2013 • Download the Twitter app (if necessary) and sign up for an account • Tweet your notes during sessions, using #AATS2013 hashtag, or... • Use the conference app to tweet and connect
©2011 MFMER | 3139261- Using Twitter at #AATS2013
Explore the free AATS2013 Conference App
For further #HCSM exploration, create a free #MCCSM guest account http://mayocl.in/ esI8qQ #AATS2013
Social Media platforms aren’t toys; they’re tools to help you do you work better #AATS2013
Now, let’s go see what’s been happening in the #AATS2013 Twitter stream...
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AATS 2013 Presentation

  • 1. Lee Aase, Director Mayo Clinic Center for Social Media American Association for Thoracic Surgery May 4-5, 2013 #AATS2013 Social Media and Medicine
  • 2. ©2011 MFMER | 3139261- 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.
  • 3. ©2011 MFMER | slide-40 A Catalyst for Social Media
  • 4. It’s not just about Mayo Clinic... • Social Media Health Network is a membership group associated with Center for Social Media • For organizations wanting to use social media to promote health, fight disease and improve health care • Sliding scale dues based on organization size/ revenue • Having >140 member organizations creates connections and relationships for Mayo
  • 5. 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 will fund patient scholarships#MCCSMbook
  • 6. About Lee Aase (@LeeAase) • B.S. Political Science, Chemistry minor • 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
  • 7.
  • 8. Let’s start with a tweet...
  • 9. If this lingo (@, RT, #) seems strange, let’s travel back in time to 1994...
  • 10. Agenda for next 15 minutes... • Abbreviated history of social networking and social media at Mayo Clinic • A sampler of practical social media applications in health care • Two ways you can get a taste of social media at #AATS2013 • Resources for further exploration
  • 11. Social Networking is part of the DNA for @MayoClinic and is fundamental to health care #AATS2013
  • 12. Mayo Clinic’s First Social Networkers
  • 13. Professional social networking is part of what you are doing here today #AATS2013
  • 14. ©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
  • 15. ©2011 MFMER | slide-20 Sources 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)
  • 16. Mayo Clinic Medical Edge Syndicated News Media Resources
  • 17. First Foray in “New” Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; 8,217% download increase Getting started with podcasting...
  • 19. Mayo Clinic Medical Edge TV Sample Sound Bite
  • 20.
  • 21. 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 200,000 “hits” and 62 comments on Dr. Fischer’s podcast
  • 22. Involuntary Social Networking Presence: http://myspace.com/mayoclinic
  • 23.
  • 27. The Revolutionary Power of Consumer- Grade Video
  • 29. Fun with ROI Math: As I approaches zero, ROI approaches infinity #AATS2013
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  • 36. Consumer-grade YouTube video can help you build rapport with patients & serve them more effectively & efficiently #AATS2013
  • 37. ©2011 MFMER | 3139261- Using Twitter at #AATS2013 • Download the Twitter app (if necessary) and sign up for an account • Tweet your notes during sessions, using #AATS2013 hashtag, or... • Use the conference app to tweet and connect
  • 38. ©2011 MFMER | 3139261- Using Twitter at #AATS2013
  • 39. Explore the free AATS2013 Conference App
  • 40. For further #HCSM exploration, create a free #MCCSM guest account http://mayocl.in/ esI8qQ #AATS2013
  • 41. Social Media platforms aren’t toys; they’re tools to help you do you work better #AATS2013
  • 42. Now, let’s go see what’s been happening in the #AATS2013 Twitter stream...