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HBCE Social Media and Wellness Presentation
1. Bringing the Social Media Revolution
to Health and Wellness
Lee Aase
Mayo Clinic Center for Social Media
January 29, 2013
#HBCE
2. The book on social media in health care...
• Thought Leader Essays
• The “Why?” of health
care social media
• Available on Amazon
• MCCSM Bulk discounts
• http://mayocl.in/WuXT66
• Net proceeds will fund
patient scholarships
#MCCSMbook
8. 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
• >140 member organizations
9. Agenda
• Education on social media
• Mayo Clinic social media history and examples
• The historical import of social media
• Information and learning resources
• Inspiration on how social tools can help you
accomplish your goals
• Provocation of thought and discussion
10. The Hidden Agenda
• You will see the transformational power of
social media
• You will want to join the Social Media
Revolution
• You will have arguments you can use to make
the case for engagement in your organization
• You will believe that using social media tools is
worthwhile and that you can do it
11. Two Heroes
Six Magic Words
Four Reasons Why
They’re True for You
16. 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
• Public Affairs Manager (2003-2010)
• Director, Center for Social Media since July
2010
26. The Greatness of MacGyver
• He’s from Minnesota
• Lack of resources wasn’t an insurmountable
barrier to getting the job done
• He saw potential in everyday situations*
34. First Foray in “New” Media
• Existing Medical Edge radio mp3s
• Launched Sept. ‘05; 8,217% download increase
35. Reasons for Reluctance about Blogging
• Keeping the content fresh
• Wise use of resources
• Physician/Researcher
• Public Affairs
• Authenticity - didn’t want to “ghost blog”
39. 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 60,000 “hits” and 62 comments on
Dr. Fischer’s podcast
60. Joining The Blog Council (now SocialMedia.org)
• Membership organization of blogging
“companies”
• Typically Fortune 500
• Coca-Cola, P&G, Wells Fargo, etc.
• Mayo Clinic, Kaiser Permanente, U.S. Navy
among “non-traditional” members
93. Key Elements
• All policies apply in social media, too
• Privacy
• Mutual Respect
• Computer use
• Generally don’t “friend” patients
• Remember the “front page” rule
94. 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
95. #9: Mass media will remain
powerful levers that move --
and are moved by -- social
media buzz
96. 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
113. Results to Date
• More than 8.3 million views on YouTube
• >1.5 million views on Sharing Mayo Clinic
• From 200 views/month to 5,000 views/hour
• National TV coverage in U.S. and Japan
114. #26: Your mileage may vary,
but you’ll go a lot further if you
get a car
115. #11: Social media strategies
can help make a product,
service or experience better
119. ROI Calculation
• Time allotted for recruitment calls: 30 min
• Time to create video: 60 min
• Time saved per call: 10 min
• Calls made April-Nov 2011: 90
• Total time saved: 900 minutes (and rising)
• ROI: > 1,400%
120. #17: Social media are free in
any ordinary sense of the word
(or at least ridiculously
inexpensive)
121. Total Cost for Mayo Clinic Facebook,
YouTube and Twitter
$0.00