©2016 MFMER | 3507910-

The New Era of Healthcare CommunicationsLee Aase, Director, Mayo Clinic Social Media Network

@LeeAase

August 23, 2016

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In the next 25 minutes…• The evolution of media in the last half century

• The role of social networking in Mayo Clinic’s history

• Moving from social networking to social media

• Accelerating the transition

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Once upon a time, three networks dominated the media landscape in the United States

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Each day, these guys would define the news...

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... while local affiliates and newspapers sold scarce audience access at monopoly prices.

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Then one day Ted Turner launched the cable TV revolution...

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…and one of these guys invented the Internet.

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The mass media didn’t sense the magnitude of the coming change...

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Twin revolutions fragmented audiences, causing major economic upheaval• Hundreds of cable channels, exponential growth in

Web sites

• Mass media came under economic pressure

• Demise of the TV (News) Doctor

• Media organizations began streaming... toward bankruptcy. See Paper Cuts

• Seth Godin: “The problem with scarcity is that there just isn’t enough of it anymore.”

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Until finally, mass media share of audience and revenues crashed...

Big Three Others

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Facebook’s IPO was 20x Wall Street Journal Price…

WSJ (2007) Facebook (2012)

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…and its market cap has more than tripled since 2012

WSJ (2007) Facebook (2012) Facebook (2016)

©2016 MFMER | 3507910-

The Role of Social Networking in Mayo Clinic’s History

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Comparative “Metro” Area Populations

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• Every U.S. State

• More than 140 countries

• More than one in five travels >500 miles

Each year patients come to Mayo Clinic from

Why?

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Mayo Clinic’s First Social Networkers

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Dr. William J. Mayo’s Travels“By the end of the 1920s Dr. Will could say he had studied surgery in every town in America and Canada of one hundred thousand population or more, and had crossed the Atlantic thirty times.”

(The Brothers Mayo, Helen Clapesattle, p. 405)

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Countries Dr. Will Mayo Visited

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Countries Dr. Will Mayo Visited

Austria Denmark Ireland ScotlandAustralia England Italy SwedenArgentina Fiji Mexico SwitzerlandBelgium Finland New Zealand UruguayCanada France NorwayChile Germany PeruCuba Holland Russia

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How Mayo Clinic Got its Name

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The Surgeons Club

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Social Networking is part of Mayo Clinic’s DNA

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Moving from Social Networking to Social Media

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From Syndicated Media…

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To “New” Media (Podcasting)

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Involuntary “Representation” in Social Networks myspace.com/MayoClinic

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Accelerated Adoption of Free Platforms and Low-Cost Tools

• 2007 - Facebook

• 2008

• YouTube

• Flip Cameras

• Twitter

• Blogs

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An Early Success Story: Myelofibrosis

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Unique Myelofibrosis Cases

MCF MCA

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Cost-Effective Knowledge Sharing and Reputation Enhancement

Lee’s Law: As I approaches 0, ROI approaches

∞

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Accelerating the Transition

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The Mayo Clinic Social Media Network• The Mayo Clinic Social Media Network (#MCSMN) 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.

• Makes resources developed for Mayo Clinic staff available to peers, and generates revenue to support mission.

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#MCSMN: A Catalyst for Health Care Social Media

• Guidelines

• Best Practices

• Platforms

• Training

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Go to socialmedia.mayoclinic.org/register for your FREE Basic member account

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September 2015: #MayoInOz in Brisbane

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Social for Healthcare Certificate from Mayo Clinic and Hootsuite 3.5 AMA PRA Category 1 CreditsTM Available

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Social Media Residency• One-day, intensive Face-to-Face course

• Prerequisite: Social for Healthcare Certificate

• Remaining 2016 Opportunities

• Sept. 29 Jacksonville, FL

• Oct. 17 Rochester, MN

• Dec. 8 Scottsdale, AZ

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©2016 MFMER | 3507910-

SocialMedia.MayoClinic.org

#MCSMN