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5 Theses for Social Media in Healthcare
1. 5 Theses on Social Media in
Healthcare and Case Studies to
Prove Them
Lee Aase
Manager, Syndication and Social Media
Mayo Clinic
Healthcamp Minnesota
#hcmn
October 24, 2009
2. 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
3. Agenda
• What’s unique about healthcare and
social media?
• Mayo Clinic’s social media experience
• Downsides of social media? Or at least
unforeseen implications?
• Ideas for pushing the envelope
5. Five Social Media Theses
• Social media are the defining trend in
communications in the 21st century
• Social media will dramatically affect every
industry
• Hand-wringing about merits and dangers
of social media is unproductive
• Healthcare organizations should
thoughtfully engage with social media
• Social media tools offer unprecedented
opportunity for transformational change
6. Is Healthcare Unique?
• “You’re unique...just like everyone else”
• Healthcare: less unique than you think
9. It’s not braggin’ when
other people say it...
• 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
10. Sources of Information Influencing
Preference for Mayo Clinic
Word of mouth 84
Stories in the media 57
MD recommendation 44
Advertising 27
Internet/Websites 26
Personal experience 24
Mailings to home 18
0 20 40 60 80 100
18. Total Cost for Mayo Clinic
Facebook, YouTube and Twitter
$0.00
19. 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
20. Cost for a Standard Definition
Flip Video Camera
$150.00
HD available for an additional $80
25. 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
26. The DIY 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
27. Official Launch Last Month
• Already a “win”: formerly local
program 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
• Questions “tweeted” from four
continents
44. The Octogenarian Idol Story
• Alerted to interesting video of elderly
couple playing piano in Gonda atrium
• Video shot by another patient 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 4/7/09
61. Results to Date
• More than 4.7 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
63. What are the Downsides?
• Simplicity and low cost means anyone
can publish or broadcast
• “Filter then publish” replaced by
“publish then filter”
• What does it practically mean?
• Thesis #3: Hand-wringing about merits
and dangers of social media is
unproductive
64.
65. Ideas for Pushing the Envelope
• On-line chats about research findings
replacing surgical tweets
• Disease-oriented bloggers receiving
journalist-level access to embargoed
research findings
• Enhanced collaboration inside and
among organizations
66. A Personal Patient Perspective
• Mysterious anemia
• Good News/Bad News
• Tweeting the diagnosis
• Immense response
• Practical support
74. If not, contact me by...
• Googling Lee Aase or SMUG U
• @LeeAase on Twitter
• aase.lee@mayo.edu
• Continue conversation at #ePatCon
(Twitter) or via SMUG comments