Lee Aase Mayo Clinic Center for Social MediaJuly 24, 2014

The Evolution of the Social Media Revolution in Health Care

THE Book on Social Media in Health Care

• Essays from 30 thought leaders

• The “Why?” of social media in health care

• Net proceeds fund patient scholarships

• Available on Amazon and discount bulk orders on CreateSpace (with offer code Z4L7DBSN)

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About Lee Aase (@LeeAase)• 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)

Bringing Hope to the Mediocre

One more reason why you can do this...

Why avoidance is not an option

Agenda• Mayo Clinic’s history in social networking and

experience in social media• ROI case studies: showing bottom-line benefits• Applying social media throughout the health care

enterprise• Resources, opportunities and provocations

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Today’s Presentation is brought to you by the number

0

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The Most Important Word in Web 2.0

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Other Recommended Reading• Clay Shirky

• Here Comes Everybody: The Power of Organizing without Organizations

• Cognitive Surplus: How Technology Makes Consumers into Collaborators

• Clayton Christensen• The Innovator’s Dilemma: The Revolutionary Book

That Will Change the Way You Do Business• The Innovator’s Solution: Creating and Sustaining

Successful Growth• The Innovator’s Prescription: A Disruptive Solution

for Health Care

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What Rochester has that they don’t:

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A precipitating event...

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Mayo Clinic’s First Social Networkers

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Social Networking is part of the Mayo Clinic DNA and is fundamental to health care

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Patient Word of Mouth (2010 figures)

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

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Sources Influencing Preferencefor Mayo Clinic (2010)

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 plan2010 study (n=119)

Mayo Clinic Medical EdgeSyndicated News Media Resources

First Foray in “New” Media

• Existing Medical Edge radio mp3s

• Launched Sept. ’05

• Downloads increased 8,217% Oct. vs. Aug.

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Beyond the Hypochondriac feed

Mayo Clinic Medical Edge Sample Sound Bite

Involuntary Social Network Representationmyspace.com/mayoclinic

Facebook: 11/7/07

The Revolutionary impact of consumer-grade video

Dramatically increased number of videos and depth of content

Sharing Mayo Clinic - January 2009

ROI Case Study #1:Reuben Mesa, M.D. and Myelofibrosis

Unique Myelofibrosis Patients

0

100

200

300

400

2008 2009 2010 2011 2012 2013

MCF MCA

ROI Case Study #2:Discovery by Richard Berger, M.D. Ph.DUT Ligament Split Tear

ROI Case Study #3: Time Savings through Internal Social Networking• MCCSM Daily 8:15 a.m. check-in meeting/call

• Moved to a Yammer thread in October, saving 12 minutes/day x 10 members x 250 days/year = 500 hours/year (nearly 0.25 FTE or $20,000)

ROI Example #4:Patient Education Collaboration Opportunities• Videos covering FAQs

• Short, procedurally focused videos are ideal

• Huge potential savings - competing vs. non-production

• Crossover potential for demand generation

Calculating ROI• Cost of shooting and editing < $200

• Cost of storage: $0

• Cost of distribution: $0

• Value of time saved *(NG pts/year x minutes/pt x $/hr/60 x self-serve %): $?,???

• Increase in patient satisfaction: $?,???• Other “marketing” benefits: $?

Lee’s Law of Social Media Measurement:

As I approaches 0, ROI approaches

∞

A 2009 Email from Dr. Noseworthy• Paraphrased version: I know we’re doing a lot in

social media, but have we considered whether a bigger investment is warranted?

• January 2010 meeting Dr. Noseworthy and Shirley Weis endorsed concept of Center for Social Media

• Planning team from across Mayo gathered• Announced MCCSM in July 2010

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.

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A Catalyst for Social Media

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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

• Much content available through free Guest account

• Dues based on organization revenues, and individual paid memberships also are available

Applying Social Media Throughout Mayo Clinic

• Bonus features and interactivity for publications

• Research• Recruitment for clinical trials• Therapeutic applications

• Education• Continuing education promotion• Integration within courses

• Practice• Introductory videos for providers• Time-saving educational videos

Social Media Residency• One-day intro to tools and hands-on experience

• Strategic framework for application• Open to Mayo and non-Mayo participants

Social Media Week at Mayo ClinicOct. 20-23, 2014

Final Provocations:• Sometimes the perfect can be the enemy of the

good. Take the side of the good. Or even the not quite good enough.

• Failure to apply social media in health care is unwise today and will be unprofessional in the future.

• The next big thing for social media in health care is for social media in health care to not be a big thing.

For Further Interaction:• Google Lee Aase or MCCSM

• @LeeAase on Twitter

• For Social Media Health Network information• http://network.socialmedia.mayoclinic.org/

mccsm/joining-the-network/

• Contact Mayo Clinic Center for Social Media • By email: socialmediacenter@mayo.edu • By phone: 507-538-1092