The slides from our Oct. 17, 2012 Keynote at the 4th Annual Social Media Summit at Mayo Clinic, produced with Ragan Communications.

1. Keynote Conversation: Spreading the
Social Media Revolution
Lee Aase and Farris Timimi, M.D.
Mayo Clinic Center for Social Media
October 17, 2012

2. Agenda
• Making your Summit experience better
• Where we’ve been
• What we’ve learned
• Where we are
• Where we’re going
• How you can join the revolution

3. http://smw.socialmedia.mayoclinic.org/ or
http://mayocl.in/SVFGgm

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5. Your Hosts
• Center for Social Media Staff
• Employee Communications
• Internal Advisory Group
• External Advisory Board

6. A Rochester Landmark...

7. It all started with a tornado...

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9. Mayo Clinic’s First Social Networkers

10. Dr. Henry Plummer: Inventor of the PMR

11. Patient Word of Mouth
• 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
2009 Patient Brand Monitor, n=900
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12. Sources Influencing Preference
for Mayo Clinic
Word of mouth 82
News stories 62
Hospital ratings 48
Internet 33
MD recommendation 29
Personal experience 26
Advertising 25
Direct mail 13
Social media 5
2010 study (n=119)
Insurance plan 5
Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic;
*differs significantly from Q2-2010
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13. Mayo Clinic Medical Edge
Syndicated News Media Resources

14. First Foray in “New” Media
• Existing Medical Edge radio mp3s
• Launched Sept. ‘05; 8,217% download increase

15. Mayo Clinic Medical Edge TV
Sample Sound Bite

17. Facebook: 11/7/07

18. YouTube: Feb. ’08

19. @MayoClinic on Twitter: 4/29/08

20. Blog as online newsroom: May ’08

21. Let’s Talk “site” - May 2008

22. Sharing Mayo Clinic - Jan. 2009

23. Mayo Clinic Community
http://connect.mayoclinic.org/

24. The Essential Role of Analogies
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25. An Analogy is...
• “a comparison between two things, typically on
the basis of their structure and for the purpose
of explanation or clarification”
• “a correspondence or partial similarity”
• “a thing that is comparable to something else in
significant respects”
• like a key that unlocks and opens minds

26. Analogies are helpful because they...
• Crystallize your thinking
• Clarify your communication
"If you can’t explain it to a six-year-
old, you don’t understand it yourself."
- Albert Einstein

27. Spot the analogy...
http://leeaase.me/WhatIsTheInternetAnyway

28. When we don’t understand something, we
instinctively look for analogies
• “What...do you write to it, like mail?”
• Humans always try to explain the unknown in
familiar categories
• Therefore to build support for your social media
applications
• You need to create comfortable analogies so
your stakeholders don’t invent scary ones
• Good analogies can overcome prejudice and
misperception

29. To use analogies to support applying
social media in a medical/scientific context
• Learn to think like a scientist
• Understand your organization’s culture/DNA to
explain social media in terms that resonate
• Develop deep knowledge of social media tools
and their capabilities

30. "If you can’t explain social media
tools to nuclear physicists and
cardiac surgeons in terms that are
relevant to them, you shouldn’t
expect their support."
- Lee Aase
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31. A Catalyst for Social Media
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32. 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.
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33. 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
• >130 member organizations

34. Social Media Health Network Community

35. A Year Ago This Week...
• First Social Media Residency
• Important Network Member Meeting
• Adding Network Benefits
• Employee Access Task Force Established
• Member Site Feedback for Improvements
• Meeting Camilo
• Three special musical moments...

36. A Concert for the Ages with the Cowans

37. Good luck getting this chorus out of your head...

39. Mayo Clinic CEO Dr. John Noseworthy at
Mayo Clinic Social Media Summit - Oct. 2011

40. Mayo Clinic CEO Dr. John Noseworthy at
Mayo Clinic Social Media Summit - Oct. 2011

41. Of Milestones and Mobile...
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43. Patient App Launched May 15, 2012
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44. Synthesis app for Mayo Clinic MDs
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45. Social Networking for Internal
Connections...
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51. Scientific Session

52. The Evolution of Social Media Residency
• First cohort last year at Social Media Week
• AZ (2x), MN (2X) and FL (1 + 1) in 2012
• 1.5-day crash course
• Strategic framework
• Hands-on application
• Question in May from Dr. Paul Limburg (Exec
Team member) got us thinking...

53. Our latest cohort...

54. Graduation Photos...

55. Graduation Photos...

56. Graduation Photos...

57. Graduation Photos...

58. Graduation Photos...

59. Graduation Photos...

60. Pomp and Circumstance

61. What’s Next?
• Online Residency
• Social Media Fellows Program

62. @EdBennett
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68. Plans for the Health Care Social Media List
• Programming to enable you to
• Claim and maintain your listing
• Submit new listings
• Expanding list beyond U.S. Hospitals
• Other types of organizations
• International
• Make it part of the integrated site for MCCSM
and SMHN

69. What’s the news today?
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70. Employee Access to Social Media

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72. Employee Access Task Force
• Online survey on extent of and reasons for
blocking launches today
• http://mayocl.in/HCSMsurvey
• White paper and Toolkit in the works -
reviewing at Network Member Meeting
tomorrow

73. Launching Today...
• 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

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76. Why Dabo Matters to You
• Bottom line impact of metrics-based reimbursement
• Opportunity for you to bring tools to help solve real
business problems...
• By improving the quality of patient care and
outcomes
• Free version opens today for any U.S. hospital
• http://dabohealth.com/
• Social Media Health Network members save 50
percent on premium versions

77. So what’s next?
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81. http://sharing.mayoclinic.org/tag/pancreatic-cancer/feed
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89. How You Can Join Us
• Actively Engage Today
• Take the Health Care Social Media Survey
• http://mayocl.in/HCSMsurvey
• Visit our Mayo Clinic table
• Order copies of the #MCCSMbook
• Learn more about the Social Media Health
Network

90. For Further Interaction:
• aase.lee@mayo.edu
• @LeeAase or @FarrisTimimi
• http://socialmedia.mayoclinic.org