My presentation on Feb. 16, 2009 to the Florida Society for Hospital Public Relations & Marketing, on applying social media in the medical field.

1. Why Social Media are Essential
to the Future of Health Care,
and How You Can Get Started
Lee Aase
Manager, Syndication and Social Media
Mayo Clinic
February 16, 2009
Sunday, February 15, 2009

2. About Lee Aase
• Political Science, B.S.
• Manager, Syndication/
Social Media
• Google/“Friend” me
Sunday, February 15, 2009

3. Answering Your
Questions
• Why should I care?
• What are social media?
• What is Mayo doing?
• How can I get started?
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4. Changing Media
Landscape
• Massive newspaper
layoffs/buyouts
• Star Tribune
• Pioneer Press
• Los Angeles Times
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5. Star Tribune Values
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6. Star Tribune Values
• 1998: $1.2 billion
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7. Star Tribune Values
• 1998: $1.2 billion
• 2006: $530 million
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8. One Huge Contributor
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9. And exactly how do
newspapers compete?
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10. The Most Important
Word in Web 2.0
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11. Chicago Tribune
Values
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12. Chicago Tribune
Values
• 2000: Buys LA Times
for $8 billion
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13. Chicago Tribune
Values
• 2000: Buys LA Times
for $8 billion
• 2007: Sam Zell buys
Tribune (with Times) for
$8.2 billion
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14. Media Values
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15. Media Values
• Wall Street Journal = $5 billion
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16. Media Values
• Wall Street Journal = $5 billion
• Chicago Tribune = $8 billion
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17. Media Values
• Wall Street Journal = $5 billion
• Chicago Tribune = $8 billion
• Star Tribune = $0.53 billion
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18. Media Values
• Wall Street Journal = $5 billion
• Chicago Tribune = $8 billion
• Star Tribune = $0.53 billion
• Total for all 3 < Facebook
value ($240 million for 1.6
percent)*
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19. Facebook Growth
• > 175 million active users
• > half of users outside of college
• #1 photo sharing site on the Web;
850MM photos uploaded each month
• 4th most-trafficked Web site
• #1 social networking site in the world
AND the fastest growing
• Women 55+ are fastest-growing demo
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20. Medical
Malpractice
12
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21. Media
Malpractice
13
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22. Cutting Edge Circa 1990
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23. Avoiding Malpractice
• Blogs
• Podcasts
• RSS
• Social networking sites
• Wikis
• YouTube
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24. Intro to Blogs
• Just an easy-to-publish Web site that
allows comments
• Blogs in Plain English, Lee LeFever,
Common Craft
• http://www.commoncraft.com/blogs
Sunday, February 15, 2009

25. RSS = Really Simple
Syndication
• Lets you easily track dozens of
blogs or other web sites
• RSS “baked in” IE7, Safari
• Google Reader, Newsgator,
Attensa are free options
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26. Podcasts
• TiVo for Audio (and now video)
• Don’t need an iPod
• Series of segments to which
you can subscribe via RSS
• iTunes free for PC or Mac
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27. Social Networking
Sites
• MySpace, Facebook, LinkedIn
• http://www.commoncraft.com/
video-social-networking
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28. Wikis
• Collaborative editing tools
• Wikipedia the most famous
• 2.2 million articles in English
• Definitive stories quickly on
• 35W Bridge Collapse
• Virginia Tech Massacre
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29. Wikis
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30. YouTube
• How the world shares videos
• Google bought for $1.65 billion
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31. Mayo Clinic’s Web 2.0 Journey
and Applications for You
• Disclaimer: I believe Mayo Clinic is
special, and so do most of our
employees and patients - YMMV
• However, challenges to Web 2.0
adoption were not unique
• We still have immense opportunities
• Patient support groups
• Chronic disease management
• More than just marketing
23
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32. Think Like MacGyver
(or Dr. Henry Plummer)
• http://www.mayoclinic.org/tradition-
heritage/dr-henry-plummer.html
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33. Mayo Clinic’s Origin
http://tinyurl.com/32xbjx
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34. Brand Preference
• Thinking about healthcare institutions
such as hospitals, medical centers and
clinics -- suppose your health plan or
personal finances permitted you to go
anywhere in the U.S. for treatment of a
serious medical condition which
required highly specialized care such as
neurosurgery, sophisticated heart
surgery or complex cancer treatment...
• To which one institution would you prefer to
go for treatment?
Sunday, February 15, 2009

35. Top-of-Mind Brand Preference
U.S. Consumers
Mayo Clinic 11.7
Hospital E 3.1
2006 Study
Hospital D 2.3
Hospital C 1.8
Hospital B 1.3
Hospital A 1.0
Don't know 40.9
0 10 20 30 40 50
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36. Sources of Information Influencing
Preference for Mayo Clinic
Word of mouth 84
Stories in the media 57
MD recommendation 44
Advertising 27
2006 Study
Internet/Websites 26
Personal experience 24
Mailings to home 18
0 20 40 60 80 100
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37. Mayo Clinic and Word of Mouth
• 91 percent of patients surveyed say
they have said “good things” to an
average of 40 people following a
Mayo visit
• 85 percent say they recommended
Mayo to a friend
• Advised an average of 16 to come
• 5 actually came
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38. Mayo Clinic Medical Edge
News Media Syndications
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39. Mayo Clinic Social Media Progression
• Reach people directly
• Started with Medical Edge
• Produce economically to fit medium
• Provide platforms for sharing
• Create outposts on popular sites
• Energize word of mouth
• Leverage social media with mass media
and vice versa
• Sharing Mayo Clinic
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40. First Foray in New Media
• Existing Medical Edge radio mp3s
• Launched Sept. ‘05; Downloads up
8,217 percent Oct. vs. Aug.
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41. Step 2: More, Longer Podcasts
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42. 34
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43. Step 3: podcasts.mayoclinic.org
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44. 36
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45. YouTube Channel
• Brand study confirmed benefit
• “The world has voted, and we want to
watch videos on YouTube.” - Andy
Sernovitz, President, Blog Council
• Use YouTube to serve videos for blogs
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46. 38
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47. Key Tool: Flip Video Camera
• Affordable for all campuses (and you)
• Recording interviews (with tripod)
improves existing processes
• Authenticity without writer’s cramp
• Provides potential blog resources
• Audio of full interview
• Video excerpts
• Limited group of video editors to
ease adoption, ensure quality
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48. 40
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49. 41
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50. Two Case Studies of Mainstream
Media Facilitated by Social Media
• Wall Street Journal Health Blog
• Pitched via Facebook
• Previewed on News Blog
• Embedded from YouTube
• CBS Radio Network
• Flip audio downloaded from news
blog made national network air
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51. Next Step: Launched Jan. 22
Sharing Mayo Clinic
• Gathering global Mayo community
• Patients telling their stories
• Employee bloggers recruited from
throughout organization
• Video profiles of patients/staff
• Hub to integrate Mayo social media
• Interactive companion to print edition
• sharing.mayoclinic.org
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52. Where Sharing Mayo Clinic Fits
• News Blog - Breaking research news;
“Hard” news
• Podcast Blog - Evergreen “news you
can use”
• Sharing Mayo Clinic - Features;
behind the scenes at Mayo Clinic,
and stories from patients in their own
words
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53. Sharing Mayo Clinic
Content Sources
• HR/Recruitment identifying employee
bloggers to write 2X/month
• Enhanced stories from print edition
• Flip video from patients on campus
• Question in MD news Flip interviews
• Transplant Picnic, NICU reunion
• Highlight employee service awards
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54. Benefits of Sharing Mayo Clinic
Monthly Open Thread
• Patient stories most popular on .org
• Outlet for grateful patients who want
to tell their stories
• Prompts patients to think about
sharing stories
• Alerts us to great stories we may
want to feature in publications,
Medical Edge, media pitches
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55. 47
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56. Retroactive Roadmap and
Philosophy for Future
• Start with current activity extensions
or high-probability pilot
• External consultants and case
studies help build internal buy-in
• Build on success step-by-step
• Take advantage of cheap technology
• Facilitate with small core team, but
make social media everyone’s job
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57. Immense Potential
• Marketing we couldn’t afford to buy
• 500,000 annual unique patients,
50,000 employees as ambassadors
• More efficient care delivery
• Patient support groups
• Chronic disease management
• Workplace Collaboration
• Free versions let you prove concept,
gauge readiness
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58. Immediate Applications for You
• Prevent “domain squatting” by
establishing organization accounts
• Facebook
• Twitter
• Consider a YouTube channel
(especially if nonprofit/not-for-profit)
• Become a SMUGgle and begin
Homework Assignments to get
hands-on personal experience
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59. 51
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60. Contacting Me
• Google Lee Aase or SMUG University
to find SMUG
• Twitter @LeeAase or @SMUG_U
• Friend me on Facebook
• aase.lee@mayo.edu
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