Opening keynote from the Mayo Clinic/Ragan Communications Social Media Summit in Rochester, Minn. on October 10/18/2011.

1. An inside look at Mayo Clinic’s Center
for Social Media: The evolution of social
media in health care communications
Lee Aase
Director, Mayo Clinic Center for Social Media
October 18, 2011

2. Agenda
• Mayo Clinic’s early social media history
• First-Year update on Mayo Clinic Center for
Social Media and Social Media Health Network
• Highlights from the days ahead
• A few new surprises

3. 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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4. 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
• >90 member organizations

5. A Sample of Network Members
• American Hospital Association
• Radboud University Nijmegen Medical Center
• Jamestown Hospital
• National Cancer Institute
• Vanderbilt University Medical Center
• See Full List at http://socialmedia.mayoclinic.org/
network/

6. http://socialmedia.mayoclinic.org/network/
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7. http://network.socialmedia.mayoclinic.org/
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8. Key Lessons
• Learn by doing; Be your own lab rat
• Conduct low-risk experiments
• Use social tools to do your existing work better
• Explore how these tools can turn the impossible
or impractical into reality
• Don’t aim for DIY perfection: Reach out to find
like-minded allies
• Be resourceful like...

10. A Brief History of Social Media
at Mayo Clinic

11. Mayo Clinic Medical Edge
Syndicated News Media Resources

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

13. Beyond the hypochondriac feed...

14. An example of Media Reclamation

16. 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

17. Reasons why we didn’t use blogs at first
• Judicious use of physician time
• Judicious use of media relations staff time and
the mass media imperative
• Ghost blogging would have been
• Inauthentic
• Non-judicious
• Didn’t want a blog that would go stale

18. My First Personal Blog Post - 7/30/06
Lines from Lee

19. First Social Media Consultant: Feb. 2007

20. Facebook: 11/7/07

21. A Pivotal Presentation

30. Comparing Stanford vs. SMUG
Stanford SMUG
Tuition $52,341 $0

31. Comparing Stanford vs. SMUG
Stanford SMUG
Tuition $52,341 $0
% of Applicants 7.1% 100%
Admitted

32. Comparing Stanford vs. SMUG
Stanford SMUG
Tuition $52,341 $0
% of Applicants 7.1% 100%
Admitted
Mean Student $80,677 $0
Loan Debt

33. Comparing Stanford vs. SMUG
Stanford SMUG
Tuition $52,341 $0
% of Applicants 7.1% 100%
Admitted
Mean Student $80,677 $0
Loan Debt
Distinguished 1 President, 5
Alumni Justices, 6 TBD
Senators

34. Comparing Stanford vs. SMUG
Stanford SMUG
Tuition $52,341 $0
% of Applicants 7.1% 100%
Admitted
Mean Student $80,677 $0
Loan Debt
Distinguished 1 President, 5
Alumni Justices, 6 TBD
Senators
Graduation Rate 95% 0

35. Second Consultant: Jan. 2008
“The world has voted, and we want to watch
videos on YouTube.”

36. Reclaiming YouTube: Feb. ’08

37. Joining The Blog Council
• Membership organization of blogging
“companies”
• Typically Fortune 500 members
• Coca-Cola, P&G, Wells Fargo, etc.
• Mayo Clinic, Kaiser Permanente, U.S. Navy
among “non-traditional” members
• Now the Social Media Business Council

38. Transforming YouTube Channel

39. Mayo Strategies for Content Production
• Capture content from existing efforts
• Adapt processes to facilitate
• Take advantage of low-cost video
opportunities
• Physicians and researchers
• Other employees
• Patients and visitors

40. Summit Discussions about Hands-on
Physician Involvement
• Dr. Wendy Sue Swanson keynote today
• Track on Physician Involvement, including
Wednesday panel

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

42. Podcast Blog: April ’08

43. The $4-a-month online newsroom

47. Let’s Talk “site” - May 2008

48. Sharing Mayo Clinic - Jan. 2009

49. The Octogenarian Idol Story
• Video of an elderly couple from Ankeny, Iowa
playing piano in Gonda atrium
• Video was shot by another patient in Sept. 2008
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 April 7, 2009

50. The next day...

51. Six days later...

52. April 22

53. Sunday, May 3

56. May 4

57. Cinco de Mayo

58. May 10

60. May 11

61. May 12

62. May 15

63. Early Morning May 26

64. May 26, 2009: Live in Studio
Good Morning America

67. Results to Date
• More than 7.7 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

68. What made this work?
• Adorability of Mr. and Mrs. Cowan and the joy
they brought to every viewer
• Infrastructure for easy sharing and rapid growth
• Sharing Mayo Clinic blog 3 months old
• Mayo Clinic Twitter account 11 months old
• Mayo Clinic Facebook 18 months old

69. Another email from DeDe
• “Dad’s coming back for some tests Oct. 16-20.
Are you going be be around? They’d like to see
you again.”
• Network Member Dinner concert 8 p.m. tomorrow
• See MCCSM table or registration desk for dinner
tickets

70. First-Year Highlights
Mayo Clinic Center for Social Media and
Social Media Health Network

71. Syndication/Social Media Team - June 2010

72. July 2010
• Center and Network concepts approved by
Mayo Clinic leadership
• Approval for phased 8.1 FTE addition
• Public Announcement July 27, 2010

73. August 2010
• Approval to post all positions immediately
• Recruiting first External Advisory Board
members
• Our first new hire: Makala Johnson

74. MCCSM Staff - August 2010

75. September 2010
• Announced first 13 EAB members and plan to
crowd-source the rest
• Recruited charter members of Social Media
Health Network
• One-track Social Media Summit with Ragan in
Jacksonville
• Announced formation of Social Media Health
Network with 6 charter members

76. October 2010 - Patient Video Guides

77. Feb. 10, 2011 - Network Site Launched

78. MCCSM Staff - November 2010

79. MCCSM Staff - January 2011

80. January 2011
• Announced 17 new External Advisory Board
members (out of more than 120 applicants)

81. MCCSM Staff - February 2011

82. MCCSM Staff - March 2011

84. March 2011
• Social Media Summit in Jacksonville
• First Network Member Meeting

85. An ROI Case Study

86. The Return on Investment
• Average time blocked for Network recruitment
calls: 30 minutes
• Time required for video production: 60 minutes
• Average time saved per recruitment call since
with video: 10 minutes
• Total calls made since April 1: 90
• Total minutes saved: 900
• ROI = 1,400%

87. April 2011
• Ragan Conference in Seattle
• A conversation with @Doctor_V and
@SeattleMamaDoc about social media
professionalism training for medical residents

88. June 2011

89. July 2011
• Launched Professionalism Video Project
• Launched Mayo Clinic online patient
community

90. The Doctor is Online: Physician Use, Responsibility,
and Opportunity in the Time of Social Media

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

92. July-August 2011

93. Other Summer-Fall Highlights
• Writing and publishing the beta version of the
Social Media Residency Handbook
• Creating a mobile app for the Mayo Clinic
patient community

94. Other Summer-Fall Highlights
• Publication of the paper on Spontaneous
Coronary Artery Dissection (SCAD) in Mayo
Clinic Proceedings and Wall Street Journal
• Writing and publishing the beta version of the
Social Media Residency Handbook
• Creating a mobile app for the Mayo Clinic
patient community

97. One more thing...
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99. Criteria for Heart Video Project
• Not a “me too” copycat
• Could (should) be fun, but with a serious
educational purpose
• Dancing to a popular song not enough
• Well-known original song for which we can do a
meaningful parody
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100. Name that Tune: Shout out the associated
names when you recognize this song:
867-5309
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104. Our “Know Your Numbers” Premise
• It’s 30 years since their first encounter
• Tommy is a changed man
• He’s slowed down a bit
• He’s no longer obsessed with Jenny’s phone
number
• He drives a minivan
• Jenny hasn’t changed her phone number
• He’s calling to tell her about some more important
numbers. Instead of 876-5309, they are...
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106. http://network.socialmedia.mayoclinic.org/
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107. http://knowyournumbers.me/
http://network.socialmedia.mayoclinic.org/
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108. http://knowyournumbers.me/
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109. Contest Prizes for Top Scores
• Individuals
• Mayo Clinic books related to heart disease
• Pedometers, scales, blood pressure monitors
• Scholarships (including airfare) to next year’s
Summit in Rochester
• For Organizations
• Top scorers in each category win a one-year
membership (or extension) in the Social Media
Health Network
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110. What’s Next?
• Short-term
• Three great tracks
• Three outstanding keynotes
• Network Member Meeting (Wed-Thurs)
• e-Patient Forum
• Farewell concert from Cowans
• Social Media Residency (Thurs-Fri)
• Longer-term
• More great collaborative projects
• Summits in Arizona and Rochester
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111. For Further Interaction:
• @LeeAase on Twitter
• aase.lee@mayo.edu
• http://socialmedia.mayoclinic.org