Bringing the Social Media Revolution to the Last Frontier
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Transcript of Bringing the Social Media Revolution to the Last Frontier
Lee Aase Mayo Clinic Center for Social MediaSeptember 12, 2014
Bringing the Social Media Revolution to Health Care in The Last Frontier
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)
©2011 MFMER | 3139261-
About Lee Aase (@LeeAase)• B.S. in Political Science, Minnesota State
University• 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)
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.
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
Social Media Residency• One-day crash course
• Intro to tools and hands-on experience• Strategic framework for application
• 9/22 Baltimore
• 10/20 RST
• 11/10 Jacksonville
Social Media Week at Mayo ClinicOct. 20-23, 2014
Agenda• How social networking helped to build Mayo
Clinic and its brand• An introduction to essential social media tools• Bottom-line benefits of applying social media:
Three Case Studies• Social Media Serendipity
©2011 MFMER | 3139261-
Intro to Today’s FREE Tools
Blogs RSS
Podcasts Social Networks
Skype YouTube
Wikis Twitter
Slideshare Pinterest/Instagram/Vine
©2011 MFMER | 3139261-
Intro to Blogs• Just an easy-to-publish Web site that allows
comments• Blogs in Plain English - Lee LeFever• You read them all the time without even
knowing it• Create a blog at wordpress.com or blogger.com
in less than a minute
©2011 MFMER | 3139261-
RSS = Really Simple Syndication
• Lets you easily track dozens of blogs or other Web sites without surfing
• Truly opt-in “email”• RSS “baked in” to browsers• Free Web-based options like Feedly
©2011 MFMER | 3139261-
Podcasts• TiVo for Audio (and now video)• Don’t need an iPod to use• Series of segments to which you can
subscribe via RSS• iTunes free for PC or Mac
©2011 MFMER | 3139261-
Wikis• Collaborative editing tools• Wikipedia the most famous• 4.5 million articles in English• Definitive stories quickly on
• 35W Bridge Collapse• Sandy Hook shooting• Boston Marathon bombing
©2011 MFMER | 3139261-
YouTube• World’s second largest search engine• Google bought for $1.65 Billion• “The world has voted, and we want to watch
videos on YouTube.” - Andy Sernovitz, SocialMedia.org
©2011 MFMER | 3139261-
Slideshare: YouTube for PowerPoint• Presentation at Community 2.0 conference in San
Francisco on May 12, 2009• Attendance approximately 200• Somebody tweeted something like “Hey
@GuyKawasaki, @LeeAase just mentioned you in his presentation” and included the link to my presentation, which I had uploaded to Slideshare.net
©2011 MFMER | 3139261-
Pinterest, Instagram, Vine• Pinterest - Global shared pin board with
overwhelmingly female user community• Instagram and Vine - Mobile-first platforms for
photos and brief (6-15 second) videos
©2011 MFMER | 3139261-
©2011 MFMER | 3139261-
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RochesterBoston
BaltimoreCleveland
Los AngelesSan Francisco
New YorkPhiladelphia
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Metro Area Population for Best Hospitals
©2011 MFMER | 3139261-
Social Networking is part of Mayo Clinic’s DNA and is a fundamental factor in its success
©2011 MFMER | 3139261-
From their day through most of the 20th Century, reaching large audiences via media was simple but expensive...
©2011 MFMER | 3139261-
You could be forgiven for not having seen the coming social media revolution...
©2011 MFMER | slide-18
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
©2011 MFMER | slide-20
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)
First Foray in “New” Media
• Existing Medical Edge radio mp3s
• Launched Sept. ’05
• Downloads increased 8,217% Oct. vs. Aug.
©2011 MFMER | 3139261-
By the Numbers:Internet, Mobile and Social Networking
• 87% of U.S. adults use the Internet
• 91% own a cell phone; 63% use mobile Internet
• 78% of Internet users watch online videos
• 72% looked online for health information within the past year.
• 7 in 10 have a profile on a social networking site• Facebook 67%• Twitter 16%• Instagram 13%• Tumblr 6%
Source: Pew Internet & American Life Project
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
©2011 MFMER | 3139261-
SMUG Thesis #9: Mass media will remain powerful levers that move - and are moved by - social media buzz
©2011 MFMER | 3139261-
SMUG Thesis #10: Social media strategies can’t compensate for an inferior offering or bad service
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: $?
Mayo Clinic Center for Social Media Strategy• Represent Mayo Clinic well as a institution in
general-purpose social networking platforms
• Consult with Mayo stakeholders in developing integrated social media strategies and provide resources for execution (“Teach a man to fish...”)• Professionalism Standards (Fishing etiquette) • Platform Development (Fishing poles/nets)• Training/Consultation (Fishing lessons)
• Offer these resources to peers and gather community to develop and share best practices through the Social Media Health Network
#SocialAtMayo - May 2013
Power, Flexibility of Community Platform
• Some content can be universally available
• Various levels of access based on individual permissions for logged-in users
• Mobile optimized
• Option to link to Facebook, Twitter, LinkedIn accounts
• Customization opportunities with possible cost sharing on generally applicable feature requests
• Secure, HIPAA-compliant groups
Closing Case Study: Cardiac Amyloidosis Videos
Closing Case Study: Cardiac Amyloidosis Videos
• Improving quality of information available to patients worldwide
• Saving time, deepening conversations
• Referrals
• Academic standing and research opportunities
Seizing Serendipitous Opportunities: The Octogenarian Idol Example
• Embedded in Sharing Mayo Clinic, posted to Facebook, Tweeted on 4/7/09
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Total Views
Results to Date• More than 10 million views on YouTube
• Over 1.5 million on Sharing Mayo Clinic
• From 200 views/month to 5,000 views/hour
• Validation of SMUG Thesis #26
For Further Interaction:• Google Lee Aase or SMUG U
• @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: [email protected] • By phone: 507-538-1091