Health Care Social Media Summit Keynote

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

#MayoRagan09

October 5, 2009
Saturday, October 3, 2009

Our goal for next two days


“Remarkable” experience of
• Mutual learning
• New and stronger personal connections
• Hands-on use of social media
• Conference interactivity
• Experience Mayo Clinic


Maximizing Remark-ability
• Twitter hashtag #mayoragan09
• Facebook group
− Join
− Write on wall, share links
− Join discussion boards
− Upload photos, videos
• See blog post on 5 steps to getting the
most out of #mayoragan09


The One Percent Solution


No genius necessary...


Help you shoot down arguments
that social media tools...
• ...aren’t worth your time and money
• ...are too risky for your organization
• ...are beyond your capability to
implement, either because of cost or
complexity
• ...are optional


Help you make the case that
social media tools are...

• Immensely powerful
• Consistent with your organization’s
values (or should be)
• Free (or ridiculously inexpensive)
• and...


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
− Manager since 2004
− Media Relations/Research Comm
− Syndication and Social Media


A Grandpa who has seen the
power of Facebook first-hand


Disclaimers
• These results not typical
• Use as directed
• Read and follow label directions
• Side effects may include vertigo, watery
eyes, crackberry thumb and iPhone
application addiction
• Social media tools are an essential part of a
balanced communications diet
• If insufficient media coverage persists,
consult your communications doctor
• Batteries not included
• Some assembly required
• Your mileage may vary


Star Tribune Values and The
Changing Media Landscape

• 1998 $1.2 Billion
• 2006: $530 Million
• Emerged from
bankruptcy last
week


Reasons to Care about Social
Media: Risks are Unavoidable
• Anyone (especially detractors) can
− Start a blog
− Launch a YouTube channel
• A significant portion of your
employees are in Facebook now (e.g.
>5,000 at Mayo Clinic)
• ROI = Risk of Ignoring (Hat tip: USCG)


The Most Important Word
in Web 2.0


Cutting Edge Tool Circa 1989


Intro to Today’s FREE Tools

Blogs RSS

Podcasts Social Networks

Skype YouTube

Wikis Twitter

Slideshare uStream


Use tools like a Minnesotan...


Intro to Blogs

• Just an easy-to-publish Web site that
allows comments
• Blogs in Plain English - Lee LeFever

RSS = Really Simple Syndication

• Lets you easily track dozens of blogs
or other Web sites without surfing
• Truly opt-in “email”
• RSS “baked in” to IE 7, Safari
• Google Reader a free Web option


Podcasts
• TiVo for Audio (and now video)
• Don’t need an iPod to use
• Series of segments to which you can
subscribe via RSS
• iTunes free for PC or Mac
• Create your own FREE podcast (listed
in iTunes) through SMUG


Social Networking Sites


Wikis
• Collaborative editing tools
• Wikipedia the most famous
• 2.9 million articles in English
• Definitive stories quickly on
− 35W Bridge Collapse
− Virginia Tech shooting


YouTube

• World’s second largest search engine
• Google bought for $1.65 Billion
• “The world has voted, and we want to
watch videos on YouTube.” - Andy
Sernovitz, SocialMedia.org


Other Important Platforms
• Slideshare.net: YouTube for PowerPoint
and Keynote
• uStream.tv: Your own global television
channel
• Mix and Match


A Taste of Tweetcamp
• Understanding the Phenomenon
• Exploring Applications


Twitter vs. Facebook
• Facebook is primarily for strengthening
existing connections (or re-establishing
former ones.) For your friends.
• Twitter enables you to connect with
people who have common interests.
For the friends you don’t know yet.


Twitter vs. Blogs
• Twitter is a micro-blogging platform
• Limited length reduces writer’s block
• Blogs provide opportunity for more
thoughtful reflection and development
− Tweeting = great way to take notes on a
live event
− Blog = platform for review/synthesis
− Twitter = great for spreading word about
posts

5 Reasons Twitter Beats Email
• MacBeth’s (?) maxim applies
• No expectation to read and respond to
every message
• Conversations open and discoverable
• Direct messages can reach recipients
with priority
• Blocking or unfollowing punishes
abuses


Twitter Hashtags
• Enable easy gathering, especially
around an event, such as:
− #hcsm
− #MayoRagan09
• Follow in search.twitter.com or log
into room on Tweetchat.com
• Create a hashtag simply by using it in
a tweet


Making Twitter More Productive
• Desktop Applications
− Tweetdeck
− Seesmic
• Phone Applications
− Twittelator
− Tweetie
− Twitterific
• Various Web sites, e.g. HootSuite,
CoTweet, Tweetchat

Twitter Case Study #1: Listening


Ensuing Conversation


Twitter Case Study #2:
“Tweetup” in Baltimore
Me: Are you based in Baltimore?

Me: I’m going to be there Tuesday for this conference.
(asae.center.or/hcc) on a panel RU available late pm?

Me: I’m flying out Tues at 6:45 p.m. Any avail in the later
afternoon? I think my panel is done about 2:30


Hospitals Using Social Media
(via @EdBennett)


Growth of YouTube vs. Twitter


Mayo Clinic’s Social Media
Experience


Survival Stories

http://tinyurl.com/32xbjx


Mayo Clinic Medical Edge
News Media Syndications


First Foray in New Media

• Existing Medical Edge radio mp3s
• Launched Sept. ‘05; Downloads up
8,217 percent Oct. vs. Aug.

Step 2: More, Longer Podcasts


Total Cost for Mayo Clinic
Facebook, YouTube and Twitter

$0.00

You do need a video source...


Cost for a Standard Definition
Flip Video Camera

$150.00 HD available for an additional $80


podcasts.mayoclinic.org


newsblog.mayoclinic.org


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

sharing.mayoclinic.org


Complying with HIPAA

• Comments moderated to prevent privacy
breaches
− Patients can divulge own info in
comments
− When comments aren’t from patient, de-
identify
• Get HIPAA releases for special
comments or video we shoot and upload


Where Sharing Mayo Clinic Fits
• News Blog - Breaking research news;
“Hard” news - Like U.S News, Time
• Podcast Blog - Evergreen “news you
can use” - Like Prevention
• Sharing Mayo Clinic - Features; behind
the scenes at Mayo Clinic, and stories
from patients in their own words - Like
People


Other Blogs...
• Health Policy Center Blog
• Physician Update Blog - For referring
MDs but not limited to them
• Diversity in Education Blog
• Advancing the Science - Medical
science blog - our medical version of
Scientific American


Yearly Cost for a
Customized Blog

$75.00

Answers to Objections
• “But what about the cost in staff time to
maintain all of these social media
platforms? They’re not really that
cheap!”
− AT&T free phone service in 1969
− Pitney Bowes free fax machines and
supplies in 1989
− YouTube, Facebook and Twitter free in
2009


Stephen Covey’s “8th Habit”
Going beyond effectiveness to greatness

“Find your voice and inspire
others to find theirs”


“8th Habit” Opportunity
I can go to any group, and I do it all the time, all over the world, and I
ask a simple question: “How many honestly believe that the vast
majority of the workforce in your organizations possess more talent,
more intelligence, more capability, more creativity, more resourcefulness
than their present jobs require or even allow them to use?” Literally,
almost everyone raises their hands…. Think of the loss of what we could
call “voice,” of people’s intelligence, capability, creativity. And yet I
can ask the next question: … “How many feel pressured to produce
more for less?” and you know what, the same amount of hands go up.

Now just put those two questions together: Here there’s this enormous
capability and talent and intelligence, and also this great pressure to
produce more for less, and they’re not able to even use it.

-- Stephen Covey


Sharing Some Stories...


Affirming our Employees

Dear staff,
This 4 minute video actually made me tear
up…the patients mentioning our Judd
Sessions, classes and pamphlets…in relation
to their satisfaction with their care. How
wonderful to hear.

The patient/family testimonials reminded me
how we are making a difference through patient
education in the lives of our patients/families.


Darrin Nelson’s Story


Darrin D. Nelson (@darrindnelson)
Rochester, NY


Jillayn Hey’s “Remarkable” Story
“One statement has stuck out above all
of the medical jargon written by the
surgeons and various nurses who cared
for me, and that is this: ‘patient's stay
was unremarkable.’ Well, although
things went fairly smoothly after a
difficult surgery, I would like to say that
there was nothing unremarkable about
my experience with Mayo.”

Therapeutic Storytelling...
“I recently read an (Utne Reader) article ... (which said) that
through telling our personal stories of illness and disease, we
assist in creating a new story of wellness that facilitates
healing and in turn directs a person towards recovery. This is
just one aspect that Sharing Mayo Clinic provides. It is not
only an opportunity for many patients and perhaps future
patients to tell their unique stories to work their way towards
health but it also provides a voice for its employees to share
parts of their daily work which I know must include joy and
sorrow as some of us become well and some of us
unfortunately do not. In my opinion, this is just another area
that Mayo is ahead of the curve in caring for its patients and
obviously their employees as well.”


The Next Big Thing:

Radio Syndication


Healthline becomes Medical
Edge Weekend

• Host is Mayo Clinic M.D. with 20 years
local radio experience
• Previous syndication not feasible
− 1999: Unlikely profitable
− 2008: $20K/month unavailable
• Opportunity for creative application of
social media tools


The MacGyver Syndication Plan
• Production continues at KROC-AM
• Segments delivered to affiliates as
mp3 files for next week’s broadcast
• Topic for live production posted to
blog, promoted via Twitter
• Listen live through audio stream from
flagship station
• Podcasts posted 9 days later


Medical Edge Weekend Results

• Already a “win” as formerly local
program is now on >10 stations,
including international
• Gradual growth is practical because
costs are nearly $0.00
• Unbridling a physician’s passion
• Significant new social media content


Follow Medical Edge Weekend
Progress

• radio.mayoclinic.org
• #mayoradio
• @mayoclinic


Enhancing Distribution of
Patient-Generated Content
• Alerted to interesting video of elderly
couple playing piano in Gonda atrium
• Embedded in Sharing Mayo Clinic,
posted to Facebook, Tweeted on 4/7/09
• Video had been seen 1,005 times in six
preceding months since upload


The next day...


Six days later...


April 22


Sunday, May 3


May 4


Cinco de Mayo


May 10


May 11


May 12


A sampling of the comments...


May 15


Early Morning May 26


May 26, 2009: Live in Studio
Good Morning America


May 28, 2009


Results to Date

• More than 4.6 million views on YouTube
• More than 1.4 million views on Sharing
Mayo Clinic
• Before posting to Sharing Mayo Clinic:
1,000 views in six months
• After posting, Facebooking and
Tweeting: 5,000 views per hour


Lessons
• Your mileage may vary, but...
• You’ll go a lot farther if you get a car.


Summary

• Twitter, Facebook, YouTube: $0
• Sharing Mayo Clinic blog: $75
• Bringing joy to the world through
music: Priceless


Immense Potential
• Marketing we couldn’t buy at any price
− 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

Tips on Personal Steps to
Explore
• Establish a permanent personal email
• Get profiles in Facebook, LinkedIn
• Get a Twitter account
• Get a Flip camera (or iPhone 3G S?)
• Create a personal YouTube account
• Start a personal Blog


Visit Mayo Clinic Social Media
Sites
• Follow, subscribe or “Fan”
− http://twitter.com/mayoclinic
− http://www.youtube.com/user/mayoclinic
− http://sharing.mayoclinic.org/
− http://www.facebook.com/pages/Mayo-Clinic/
7673082516


Starter Steps for Organizations
• Claim your Twitter “handle”
• Create a Facebook “fan” page
• Create a YouTube channel
• For Extra Credit: If you have
organizational commitment, create a
multi-author blog


Lee’s Law of ROI:
As I approaches 0
ROI approaches

∞

The Social Media
Pyramid


Maslow’s Hierarchy


A Well-Balanced Social Media
Diet


“Kids will take a chance.
If they don’t know,
they’ll have a go.”
-- Sir Ken Robinson, TED 2006


“Your kids aren’t
smarter than you are.
They’re just not
afraid to look dumb.”


Health Care Social Media Summit Keynote

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Ähnlich wie Health Care Social Media Summit Keynote

Ähnlich wie Health Care Social Media Summit Keynote (20)

Mehr von Lee Aase

Mehr von Lee Aase (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Health Care Social Media Summit Keynote