Lee Aase, DirectorMayo Clinic Center for Social MediaAmerican Association for Thoracic SurgeryMay 4-5, 2013#AATS2013
Social Media and Medicine
©2011 MFMER | 3139261-
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.
©2011 MFMER | slide-40
A Catalyst for Social Media
It’s not just about Mayo Clinic...• Social Media Health Network is a membership
group associated with Center for Social Media
• For organizations wanting to use social media to promote health, fight disease and improve health care
• Sliding scale dues based on organization size/revenue
• Having >140 member organizations creates connections and relationships for Mayo
The book on social media in health care...
• Essays from 30 Thought Leaders
• The “Why?” of health care social media
• Available on Amazon and discount bulk orders
• http://mayocl.in/OGvNCx
• Net proceeds will fund patient scholarships#MCCSMbook
About Lee Aase (@LeeAase)
• B.S. Political Science, Chemistry minor
• 14 years in politics and government at local, state, national levels
• Mayo Clinic since April 2000• Media relations consultant• Public Affairs Manager (2003-2010)• Director, Center for Social Media since July
2010
Let’s start with a tweet...
If this lingo (@, RT, #) seems strange, let’s travel back in time to 1994...
Agenda for next 15 minutes...• Abbreviated history of social networking and
social media at Mayo Clinic
• A sampler of practical social media applications in health care
• Two ways you can get a taste of social media at #AATS2013
• Resources for further exploration
Social Networking is part of the DNA for @MayoClinic and is fundamental to health care #AATS2013
Mayo Clinic’s First Social Networkers
Professional social networking is part of what you are doing here today #AATS2013
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Patient Word of Mouth
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
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; 8,217% download increase
Getting started with podcasting...
Beyond the Hypochondriac Feed
Mayo Clinic Medical Edge TVSample Sound Bite
Recovering 99.41% for the 1-2%
• Required almost no incremental MD effort
• Process change - microphone on physician and interviewer
• 90 minutes of editing per interview
• More than 200,000 “hits” and 62 comments on Dr. Fischer’s podcast
Involuntary Social Networking Presence:http://myspace.com/mayoclinic
YouTube: Feb. ’08
@MayoClinic on Twitter: 4/29/08
The Revolutionary Power of Consumer-Grade Video
Transforming YouTube Channel
Fun with ROI Math:As I approaches zero, ROI approaches infinity #AATS2013
Unique Myelofibrosis Patients
0
100
200
300
400
2008 2009 2010 2011
MCF MCA
Dr. Sreenivas Koka
Consumer-grade YouTube video can help you build rapport with patients & serve them more effectively & efficiently #AATS2013
©2011 MFMER | 3139261-
Using Twitter at #AATS2013• Download the Twitter app (if necessary) and sign
up for an account• Tweet your notes during sessions, using
#AATS2013 hashtag, or...• Use the conference app to tweet and connect
©2011 MFMER | 3139261-
Using Twitter at #AATS2013
Explore the free AATS2013 Conference App
For further #HCSM exploration, create a free #MCCSM guest account http://mayocl.in/esI8qQ #AATS2013
Social Media platforms aren’t toys; they’re tools to help you do you work better #AATS2013
Now, let’s go see what’s been happening in the #AATS2013 Twitter stream...
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