I am on a panel this weekend in Washington, D.C. for the American Hospital Association. Here are my slides.

1. Lee Aase
Mayo Clinic Center for Social Media
May 4, 2014
Social Media Synergy in Healthcare

2. 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...

4. 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:
Two Case Studies
• Future directions and applications

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150 Years Ago

6. A precipitating event in 1883...

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8. 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

12. Then along came the Internet:

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Sources of Information Influencing Preference
for 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 plan
2010 study (n=119)

14. Mayo Clinic Medical Edge
Syndicated News Media Resources

15. First Foray in “New” Media
• Existing Medical Edge radio mp3s
• Launched Sept. ’05
• Downloads increased 8,217% Oct. vs. Aug.

16. Beyond the Hypochondriac feed

17. Mayo Clinic Medical Edge Sample
Sound Bite

19. Involuntary Social Network Representation
myspace.com/mayoclinic

21. Facebook: 11/7/07

23. The Revolutionary impact of
consumer-grade video

26. Dramatically increased number of videos
and depth of content

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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

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

31. Unique Myelofibrosis Patients
0
100
200
300
400
2008 2009 2010 2011 2012 2013
MCF MCA

32. Case Study #2:
Traditional and Social Media Synergy

36. My Excellent Phillies Adventure

50. 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

52. 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

53. 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

55. 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

58. 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)

59. Applying Social Media Throughout
Mayo Clinic
• Mayo Clinic Connect community
• Mayo Clinic News Network
• Research
• Recruitment for clinical trials
• Therapeutic applications
• Education
• Continuing education promotion
• Integration within courses

60. Social Media Residency
• One-day crash course
• Intro to tools and hands-on experience
• Strategic framework for application

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62. 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