The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA. © 2015 Society for Healthcare Strategy & Market Development

Leading Change from the “Other” C-Suite

(That’s Communications)

Lee  Aase,  Director,  Mayo  Clinic  Center  for  Social  Media  

Paul  Speyser,  CEO,  CareHubs  LLC

If we’re successful, when we’re done you’ll be able to…

• Describe ways Marketing and Communications Professionals can apply social networking tools to fulfill their core responsibilities

• Describe various health system applications of an owned social networking platform to meet organizational objectives

• Envision your own plan for leading your organization in increased application of social networking tools

In the next 45 minutes…• Brief background/history of Mayo Clinic and

social networking (both analog and digital) • An example of integrated application of social

and traditional tools to support MarComm goals • Getting C-Suite resources to support broader

application inside and outside of Mayo Clinic • Collaboration and co-creation with external allies • Accelerating with Agility through thinking inspired

by Wikinomics, The Innovator’s Dilemma, Lean Startup and Scrum

“Bridging Worlds for the Future of Healthcare”

Metro-Area Populations for U.S. News Honor Roll Hospitals

Mayo Clinic’s Original Social Networkers

Austria Denmark Ireland Scotland

Australia England Italy Sweden

Argentina Fiji Mexico Switzerland

Belgium Finland New Zealand Uruguay

Canada France Norway

Chile Germany Peru

Cuba Holland Russia

Countries Visited by Dr. Will Mayo

Information Sources Influencing Consumer Preference for Mayo Clinic (2010)

That’s Where I Come In…

• Joined Mayo Clinic Media Relations team in Y2K

• Focus: Telling stories about Mayo Clinic via journalists

• Promoted to Media Relations Manager 2003

Starting with Syndication…

…leading to “New Media” (Podcasts)

Rapid Adoption of Free Platforms and Low-Cost Tools

• 2007 - Facebook • 2008

• YouTube • Flip cameras • Twitter • Wordpress.com blogs

(News, Podcasts) • 2009

• Sharing Mayo Clinic • Yammer

Our “Not Good Enough”/MVP Online Newsroom - Mayo Clinic News Blog

An Integrated Application Case Study

UT Split Repair Procedures

Gaining CEO Support

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Mayo Clinic Center for Social Media and Social Media Health Network

• MCCSM - Be a resource to help Mayo Clinic stakeholders apply social technologies in clinical practice, education, research as well as for PR and marketing

• SMHN - Share Mayo-developed resources to help health care peers embrace social tools, and invite peers to help us accelerate and learn together • External Advisory Board • Dues-paying organizational members

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Starting the CareHubs Collaboration

• Paul Speyser inquires about membership in SMHN

• Discovered we were using a common platform (Wordpress/Buddypress)

• Bartered programming help in lieu of SMHN dues

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• A  software  platform  &  toolset  created  exclusively  for  Professional  Healthcare  Communicators  (both  clinical  &  marcomm  use  cases.)      

• Actively  serving  >100K  MAUs  (patients  &  healthcare  professionals)  and  >1M  unique  visitors  monthly  across  the  CareHubs  network.  

• Provider-branded, secure, online patient support group hubs  

• Patient & Professional Education hubs  

• Online Newsroom & media relations hubs  

• Custom applications (Clinical Trial Recruitment & Support, Alumni Relations, etc.)  

CareHubs - Primary Use Cases

A Customizable Networking Platform

• Public-facing sites with some content available to anyone with a browser

• Various access levels for authenticated users and members

• HIPAA-compliant and encrypted • Customizable for application in clinical practice,

research, education and administration • One email-based account for all sites, with

tailored access to each site based on user role

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http://newsnetwork.mayoclinic.org/

News Hub: Rapid Media Asset Publishing, Syndication & Analytics

• One-­‐touch  –  automatic  upload/transcode  to  journalists’  preferred  formats.    Automated  pull  of  external  assets  (YouTube  videos)  

• Restrict  access  by  role  or  date  (embargoes)  

• Granular,  per-­‐user/per-­‐role  viewership  AND  download  analytics  

• Integration  with  MayoClinic.org  using  the  CareHubs  API  

• Automated  email  distribution  to  defined  press  lists

The DevOps Reliability & Scalability to Support a 24 Hour News Cycle

• High  availability  cluster;    cloud  +  dedicated  servers  • Redundant  CDN  for  assets  • Challenges  of  being  agile  at  scale

On making B-roll and ancillary downloads readily available:

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I’ve  been  a  bit  of  a  skeptic  of  the  Mayo  News  Network,  and  more  specifically,  who  picks  up  our  content.    No  more.    WCCO  (the  #1  TV  news  station  in  TC)  did  a  piece  on  the  speech  disorders  &  teachers  study  last  night.    They  didn’t  contact  us  –  or    even  tell  us  they  were  going  to  do  a  piece.    They  pulled  language  from  the  News    Release  and  bites  from  the  News  Network  and  did  a  story  that  was  almost  4    minutes.    This  was  completely  unbeknownst  to  me  or  anyone  else  on  the  media    team.  

Turned  out  wonderful.    Here’s  the  link:  http://minnesota.cbslocal.com/2013/10/15/mayo-­‐study-­‐teachers-­‐more-­‐likely-­‐to-­‐develop-­‐speech-­‐disorders/  

Skeptical  about  the  News  Network?    No  more.    This  is  proof  that  it  works.    

Nick    

http://www.apple.com

http://connect.mayoclinic.org/

ResourcesRelationships

Research Recall

Lean Startup Thinking, Co-creation & Agile Development IRL

Patients  and  Families

Outcomes – Family Engagement

Outcomes – Family Engagement

• Agile  Development    • Principles,  Methodologies  (Scrum,  XP)  Tools  • Use  at  MCCSM  • The  next  level  (sort  of)  

Waterfall SDLC

Nothing  wrong  with  this  approach  as  long  as  requirements  are  1)  Stable  and  2)  Clearly  understood  by  all  stakeholders

• Relationship  between  Lean  &  Agile.    Problem  status.  • Definition  of  “Startup”  • Right  Work/Work  Right  • Communicating  using  analogies  that  resonate  with  

medical  practice  &  “Organizational  DNA”

Hypothesis: Conversion will drop by only 2% or less, in which case it will be worth it in exchange for increased data.

Experiment: Increase # of fields on registration form 5x

• I  was  wrong

• By  an  order  of  magnitude

• In  the  opposite  direction

Results:    

• I  was  wrong

• By  an  order  of  magnitude

• In  the  opposite  direction

Results:    

• 32%  improvement  in  conversions*

Collaborating & A few tips for avoiding  Lean/Agile“Cargo Cults”

• Basis  for  recommendations/designs    • Test-­‐Driven  Development  &  Continuous    Integration    • Team  Consistency  &  Longevity  

http://socialmedia.mayoclinic.org/social-media-basics-certification/

http://newsnetwork.mayoclinic.org/

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(Continuously) Learning from Our Experience

• Listen to Eric Ries • Embrace Agile Development and Scrum • Pursue reasonable risks and don’t let the

perfect be the enemy of the good • Think Wikinomically • Think Big. Start Small. Move Fast.TM • Communicate with your C-Suite (the real one)

using analogies that resonate with medical practice and your organization’s DNA

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The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA. © 2015 Society for Healthcare Strategy & Market Development

For Further Interactionsocialmedia.mayoclinic.org  

@LeeAase  #MCCSM  @CareHubs  socialmediacenter@mayo.edu  

paul@carehubs.com  

A Closing Word from our CEO John Noseworthy, M.D.