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Lee Aase (@LeeAase)
Mayo Clinic Center for Social Media
June 30, 2015
Bringing the Social Media Revolution
to Health Care (and Denmark)

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Today’s Agenda
• Mayo Clinic’s Social Networking and Social
Media DNA
• #MCCSM and Social Media Health Network:
Helping Peers Apply Social Tools Effectively
• Three Case Studies
• Starting with encouragement and ending with fun

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©2011 MFMER | 3139261-
About Lee Aase (@LeeAase)
• B.S. in Political Science, Minnesota State
University
• 14 years in politics and government at local,
state, national levels
• Mayo Clinic since April 2000
• Media relations consultant
• Manager since 2003
• Media Relations/Research Communications
• Syndication and Social Media
• Director, Center for Social Media (2010)

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Bringing Hope to the Mediocre

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Metro Population for U.S. News Best Hospitals

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What does Rochester have that they don’t?

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Countries visited by Dr. William J. Mayo
Austria Denmark Ireland Scotland
Australia England Italy Sweden
Argentina Fiji Mexico Switzerland
Belgium Finland New Zealand Uruguay
Canada France Norway
Chile Germany Peru
Cuba Holland Russia

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©2011 MFMER | 3139261-
Mayo Clinic’s First Social Networkers

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Mayo Clinic Medical Edge
Syndicated News Media Resources

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• Existing Medical Edge radio mp3s
• Launched Sept. ’05
• Downloads increased 8,217% Oct. vs. Aug.

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Mayo Clinic Medical Edge Sample
Sound Bite

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Involuntary Social Network Representation
myspace.com/mayoclinic

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Facebook: 11/7/07

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A Pivotal Presentation

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Mayo Clinic on YouTube (Feb ’08)

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The Transformational Power of
Consumer-Grade Video Tools

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©2011 MFMER | 3139261-

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Mayo Clinic Center for Social Media
• The Mayo Clinic Center for Social Media
(#MCCSM) 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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©2011 MFMER | 3139261-

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©2011 MFMER | slide-40
A Catalyst for Social Media

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Social Media Health Network (SMHN)
• Membership group associated with #MCCSM
• For those who want to use social media to
promote health, fight disease and improve
health care
• Basic membership is free, with Premium
options for individuals and organizations

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Three Case Studies of
Practical Application

27.
Speeding Dissemination of Research
Findings

28.
UT Split Repair Procedures at Mayo Clinic

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Lee’s Law:
As I approaches 0, ROI approaches

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As seen in the Wall Street Journal...

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Just for Fun…

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Serendipitous Fun - Octogenarian Idols
• Embedded in Sharing Mayo Clinic, posted to
Facebook, Tweeted on 4/7/09

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The next day...

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TotalViews

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TotalViews

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TotalViews

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TotalViews

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TotalViews

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TotalViews

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TotalViews

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Early Morning May 26

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May 26, 2009: Live in Studio
Good Morning America

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Results to Date
• More than 10 million views on YouTube
• Over 1.5 million on Sharing Mayo Clinic
• From 200 views/month to 5,000 views/hour
• Validation of Thesis #26…

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To Join the Conversation:
• Google Lee Aase or MCCSM
• @LeeAase on Twitter (or #MCCSM)
• socialmedia.mayoclinic.org