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HARC Forum Presentation
1. Bringing the Social Media Revolution
to Healthcare
Lee Aase, Director, Mayo Clinic Center for Social Media
Hospital Alliance for Research Collaboration
Sydney, NSW
November 9, 2011
2. Agenda
⢠Our social media experience
⢠My personal history of involvement
⢠Mayo Clinicâs journey to date and implications
⢠Why involvement in social media is not optional
any more than telephone use is
⢠Inspiration on how social tools can help you
accomplish your goals and better serve patients
3. Mayo Clinic Center for Social Media
⢠Established July 27, 2010
⢠Our Raison dâetre: 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.
4. External Advisory Board
⢠29 members representing various perspectives
⢠Physicians (generalists and specialists), nurses,
patient advocates, administrative staff, medical
students
⢠Hugh Stephens represents non-U.S. medical
students
⢠Board offers ideas and feedback as we develop
initiatives
5. 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
⢠Dues based on organization revenues
⢠Industry members eligible, but no grant funding
⢠>90 member organizations
6. A Sample of Network Members
⢠American Hospital Association
⢠Radboud University Nijmegen Medical Center
⢠Australian Private Hospitals Association
⢠National Cancer Institute (U.S)
⢠Childrenâs Hospital of Eastern Ontario
⢠Vanderbilt University Medical Center
⢠See Full List at http://socialmedia.mayoclinic.org/
network/
9. Health Advisory:
For those with seizure
disorders, this presentation
does not use strobe lights,
though with 159 slides in 50
minutes (a flash every 18.9
seconds) it may seem like it...
10. Two More Heroes
Six Magic Words
Four Reasons Why
Theyâre True for You
15. About Lee Aase (@LeeAase)
⢠B.S. Political Science
⢠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
23. First Foray in âNewâ Media
⢠Existing Medical Edge radio mp3s
⢠Launched Sept. â05; 8,217% download increase
24. Regrouping to Plan
Just as genomics is the future of personalized
medicine, personalized media are changing the
way people get the news and information they
want and need. But as genomics increasingly
supplements and improves traditional medicine
without replacing it, new media are helpful
additions to mainstream, mass media. We strongly
recommend reforming our processes to efficiently
produce content that can be used for both mass
media and personalized media.
Content Creation Task Force, 7/26/2006
25. We recommend a three-phase approach. First, take
our existing products and, with minimum
incremental effort, place them in new media formats.
Second... work across teams ... to make best use of
the audio and video production resources we have.
Third, get more resources... to produce timely or
even daily content...
We have not recommended a blog strategy at this
time, primarily because we have emphasized
developing audio and video content that could have
multiple uses in both mass media and personalized
media, with relatively limited physician involvement.
26. Reasons for Reluctance about Blogging
⢠Keeping the content fresh
⢠Wise use of resources
⢠Physician/Researcher
⢠Public Affairs
⢠Authenticity - didnât want to âghost blogâ
31. 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 60,000 âhitsâ and 62 comments on
Dr. Fischerâs podcast
53. Joining The Blog Council
⢠Membership organization of blogging
âcompaniesâ
⢠Typically Fortune 500 members
⢠Coca-Cola, P&G, Wells Fargo, etc.
⢠Mayo Clinic, Kaiser Permanente, U.S. Navy
among ânon-traditionalâ members
⢠Now the Social Media Business Council
74. Patient Word of Mouth
⢠91% said âgood thingsâ about Mayo Clinic
after visits
⢠Average of 43 heard âgood thingsâ
⢠86% recommended Mayo Clinic
⢠Average of 24 advised to come
⢠Average of 6 actually came
2009 Patient Brand Monitor, n=900
Š2011 MFMER | slide-18
75. Sources Influencing Preference
for Mayo Clinic
Word of mouth 82
News stories 62
Hospital ratings 48
Internet 33
MD recommendation 29
Personal experience 26
Advertising 25
Direct mail 13
Social media 5
2010 study (n=119)
Insurance plan 5
Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic;
*differs significantly from Q2-2010
Š2011 MFMER | slide-20
76. #2: Electronic tools merely
facilitate broader, more efficient
transmission by overcoming
inertia and friction
77.
78. #4: Social media are the third
millenniumâs defining
communications trend
89. #9: Mass media will remain
powerful levers that move --
and are moved by -- social
media buzz
90. Octogenarian Idols
⢠Video of elderly couple from Ankeny, Iowa
playing piano in Gonda atrium
⢠Video shot by another patient in Sept. 2008 and
uploaded to YouTube by her daughter
⢠Video had been seen 1,005 times in six
preceding months since upload
⢠Embedded in Sharing Mayo Clinic, posted to
Facebook, Tweeted on April 7, 2009
106. Results to Date
⢠More than 7.7 million views on YouTube
⢠>1.5 million views on Sharing Mayo Clinic
⢠From 200 views/month to 5,000 views/hour
⢠National TV coverage in U.S. and Japan
107. #11: Social media strategies
can help make a product,
service or experience better
109. #13: Social media tools offer
unprecedented opportunity for
transformation change and
productivity
110.
111. The Return on Investment
⢠Average time blocked for Network recruitment
calls: 30 minutes
⢠Time required for video production: 60 minutes
⢠Average time saved per recruitment call since
with video: 10 minutes
⢠Total calls made since April 1: 90
⢠Total minutes saved: 900
⢠ROI = 1,400%
112. #17: Social media are free in
any ordinary sense of the word
(or at least ridiculously
inexpensive)
113. Total Cost for Mayo Clinic Facebook,
YouTube and Twitter
$0.00
133. Less than 24 hours after my initial appointment, I not
only had a new diagnosis - a UT split tear - but had
surgery to correct the problem. As I write this, my
right arm is in a festive green, but otherwise
annoying cast. The short-term hassle, however,
should be more than worth the long-term gain - the
potential for a future without chronic wrist pain. A
future, that without Twitter and those in the medical
community willing to experiment with new
communications tools, might not exist for me.
3031031-10
150. Criteria for Mayo Clinic Heart Video Project
⢠Not a âme tooâ copycat
⢠Could (should) be fun, but with a serious educational
purpose
⢠Dancing to a popular song not enough
⢠Well-known original song for which we can do a
meaningful parody
Š2011 MFMER | 3139261-
154. Our âKnow Your Numbersâ Premise
⢠Itâs 30 years since their first encounter
⢠Tommy is a changed man
⢠Heâs slowed down a bit
⢠Heâs no longer obsessed with Jennyâs phone
number
⢠He drives a minivan
⢠Jenny hasnât changed her phone number
⢠Heâs calling to tell her about some more important
numbers. Instead of 876-5309, they are...
Š2011 MFMER | 3139261-
155. See full video at: http://KnowYourNumbers.me
Š2011 MFMER | 3139261-
156. Campaign Elements
⢠YouTube Video
⢠Facebook application with interactive
calculators for
⢠Heart attack risk
⢠LDL cholesterol
⢠Body Mass Index
⢠Contest site at http://knowyournumbers.me/
157.
158.
159. For Further Interaction:
⢠@LeeAase on Twitter
⢠aase.lee@mayo.edu
⢠http://socialmedia.mayoclinic.org
⢠http://KnowYourNumbers.me