Lee Aase Mayo Clinic Center for Social MediaJune 11, 2014

Making Social Media Practical: Applying Transformative Technologies 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)

Three Claims to Fame for Rochester, MN• Mayo Clinic

• Patients from every U.S. state and >140 countries every year

• More than 1 of 5 travel >500 miles• Celebrating Sesquicentennial this year

• IBM’s largest facility (in square feet), and...

Agenda• How social networking built Mayo Clinic’s brand• How changes in the media landscape have

created opportunities (and challenges)• Bottom-line benefits of applying social media:

Three Case Studies• You will believe that

• Getting more actively involved in social networking is worthwhile, and

• You can do it!

Two Heroes

Six Magic Words

Four Reasons Why They’re True for You

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“I’ll bet I could do

that!”

Bringing Hope to the Mediocre

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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• Manager since 2004

• Media Relations/Research Comm• Syndication and Social Media

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Mr. Peabody and Sherman

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150 Years Ago

A precipitating event in 1883...

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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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From their day through most of the 20th Century, reaching large audiences via media was simple but expensive...

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...or you could “earn” an audience by getting past one of these gatekeepers

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Big media sold audiences to advertisers at monopoly prices

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But then Ted Turner revolutionized TV...

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...one of these guys invented the Internet

...and the Big Media didn't see it coming.

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Opening New Opportunities and Shifting the Balance in Media and Social Networking

• From simple and expensive to complex and “free”• Overcoming barriers of time and space• Diminishing “big media” oligopoly

• From Almighty Dollar to King Content• From MacArthur to McGyver

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Sources of Information Influencing Preferencefor Mayo Clinic

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.

Beyond the Hypochondriac feed

Mayo Clinic Medical Edge Sample Sound Bite

Involuntary Social Network Representationmyspace.com/mayoclinic

Facebook: 11/7/07

Twitter: 4/29/08

YouTube: Feb ’08

The Revolutionary impact of consumer-grade video

Dramatically increased number of videos and depth of content

Case Study #1:The Power of Consumer-Grade Video

Unique Myelofibrosis Patients

0

100

200

300

400

2008 2009 2010 2011 2012 2013

MCF MCA

Lee’s Law of Social Media Measurement:

As I approaches 0, ROI approaches

∞

Case Study #2:Traditional and Social Media Synergy

My Excellent Phillies Adventure

Social and Traditional Media Synergy• YouTube video leads to USA Today story• USA Today story leads to #wristpain Twitter chat

with explanatory videos and trainee list• Twitter chat leads to patient procedure and blog

post• Blog post leads to USA Today story

Case Study #3:Patient Education Collaboration• Traditional, scripted patient education videos are

costly and limited in application

• More demand than we can afford to supply

• Exploring alternative for videos covering FAQs

• Short, procedurally focused videos are ideal

• Huge potential savings (or expansion of video availability)

• 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: $?

The Cost of Non-Participation:The Pertussis Experience• With introduction of DTP vaccine, U.S. pertussis

cases declined 90 percent in 15 years, from 120,000 cases in 1950 to 6,800 in 1965.

• For 37 years, cases never exceeded 10,000/yr.

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

Key Elements• All policies apply in social media, too

• Privacy• Mutual Respect• Computer use

• Generally don’t “friend” patients

• Remember the “front page” rule

Guidelines are Necessary but Not Sufficient

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

Applying Social Media Throughout Mayo Clinic

• Mayo Clinic Connect community

• Mayo Clinic News Network• Supporting Clinical Practice

• Supporting Research• Recruitment for clinical trials• Therapeutic applications

• Supporting Education• Continuing education promotion• Integration within courses

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

Health Care Social Media List Opportunities• Check out the Georgia listings

• If your hospital is included you can claim and manage your listing

• If your hospital is not yet included, you can submit your listing

Social Media Residency• One-day crash course

• Intro to tools and hands-on experience• Strategic framework for application

And finally, our Mayo Clinic CEO

John Noseworthy, MD

on why we believe this is so important.

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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: 507-538-1091