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AATS 2013 Presentation
1. Lee Aase, Director
Mayo Clinic Center for Social Media
American Association for Thoracic Surgery
May 4-5, 2013
#AATS2013
Social Media and Medicine
2. Š2011 MFMER | 3139261-
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.
4. Itâs not just about Mayo Clinic...
⢠Social Media Health Network is a membership
group associated with Center for Social Media
⢠For organizations wanting to use social media to
promote health, fight disease and improve health
care
⢠Sliding scale dues based on organization size/
revenue
⢠Having >140 member organizations creates
connections and relationships for Mayo
5. The book on social media in health care...
⢠Essays from 30 Thought
Leaders
⢠The âWhy?â of health
care social media
⢠Available on Amazon and
discount bulk orders
⢠http://mayocl.in/OGvNCx
⢠Net proceeds will fund
patient scholarships#MCCSMbook
6. About Lee Aase (@LeeAase)
⢠B.S. Political Science, Chemistry minor
⢠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
9. If this lingo (@, RT, #) seems strange,
letâs travel back in time to 1994...
10. Agenda for next 15 minutes...
⢠Abbreviated history of social networking and
social media at Mayo Clinic
⢠A sampler of practical social media applications
in health care
⢠Two ways you can get a taste of social media at
#AATS2013
⢠Resources for further exploration
11. Social Networking is part of the
DNA for @MayoClinic and is
fundamental to health care
#AATS2013
14. Š2011 MFMER | slide-18
Patient Word of Mouth
2009 Patient Brand Monitor, n=900
⢠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
15. Š2011 MFMER | slide-20
Sources 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)
17. First Foray in âNewâ Media
⢠Existing Medical Edge radio mp3s
⢠Launched Sept. â05; 8,217% download increase
Getting started with podcasting...
21. 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 200,000 âhitsâ and 62 comments on
Dr. Fischerâs podcast
37. Š2011 MFMER | 3139261-
Using Twitter at #AATS2013
⢠Download the Twitter app (if necessary) and sign
up for an account
⢠Tweet your notes during sessions, using
#AATS2013 hashtag, or...
⢠Use the conference app to tweet and connect