neemuch Call Girls đ 6297143586 đ Genuine WhatsApp Number for Real Meet
Â
Bringing the Social Media Revolution to the Last Frontier
1. Bringing the Social Media Revolution
to Health Care in The Last Frontier
Lee Aase
Mayo Clinic Center for Social Media
September 12, 2014
2. THE Book on Social Media in Health
Care
⢠Essays from 30 thought
leaders
⢠The âWhy?â of social media
in health care
⢠Net proceeds fund patient
scholarships
⢠Available on Amazon and
discount bulk orders on
CreateSpace (with offer
code Z4L7DBSN)
5. Š2011 MFMER | 3139261-
About Lee Aase (@LeeAase)
⢠B.S. in Political Science, Minnesota State
University
⢠14 years in politics and government at local,
state, national levels
⢠Mayo Clinic since April 2000
⢠Media relations consultant
⢠Manager since 2003
⢠Media Relations/Research Communications
⢠Syndication and Social Media
⢠Director, Center for Social Media (2010)
6. 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.
8. 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
⢠Much content available through free Guest
account
⢠Dues based on organization revenues, and
individual paid memberships also are available
9.
10. Social Media Residency
⢠One-day crash course
⢠Intro to tools and hands-on experience
⢠Strategic framework for application
⢠9/22 Baltimore
⢠10/20 RST
⢠11/10 Jacksonville
13. Agenda
⢠How social networking helped to build Mayo
Clinic and its brand
⢠An introduction to essential social media tools
⢠Bottom-line benefits of applying social media:
Three Case Studies
⢠Social Media Serendipity
18. Intro to Blogs
⢠Just an easy-to-publish Web site that allows
comments
⢠Blogs in Plain English - Lee LeFever
⢠You read them all the time without even
knowing it
⢠Create a blog at wordpress.com or blogger.com
in less than a minute
Š2011 MFMER | 3139261-
19. Š2011 MFMER | 3139261-
RSS = Really Simple Syndication
⢠Lets you easily track dozens of blogs or other
Web sites without surfing
⢠Truly opt-in âemailâ
⢠RSS âbaked inâ to browsers
⢠Free Web-based options like Feedly
20. Š2011 MFMER | 3139261-
Podcasts
⢠TiVo for Audio (and now video)
⢠Donât need an iPod to use
⢠Series of segments to which you can
subscribe via RSS
⢠iTunes free for PC or Mac
26. Š2011 MFMER | 3139261-
Wikis
⢠Collaborative editing tools
⢠Wikipedia the most famous
⢠4.5 million articles in English
⢠Definitive stories quickly on
⢠35W Bridge Collapse
⢠Sandy Hook shooting
⢠Boston Marathon bombing
28. Š2011 MFMER | 3139261-
YouTube
⢠Worldâs second largest search engine
⢠Google bought for $1.65 Billion
⢠âThe world has voted, and we want to watch
videos on YouTube.â - Andy Sernovitz,
SocialMedia.org
29. Slideshare: YouTube for PowerPoint
⢠Presentation at Community 2.0 conference in San
Francisco on May 12, 2009
⢠Attendance approximately 200
⢠Somebody tweeted something like âHey
@GuyKawasaki, @LeeAase just mentioned you
in his presentationâ and included the link to my
presentation, which I had uploaded to
Slideshare.net
Š2011 MFMER | 3139261-
34. Pinterest, Instagram, Vine
⢠Pinterest - Global shared pin board with
overwhelmingly female user community
⢠Instagram and Vine - Mobile-first platforms for
photos and brief (6-15 second) videos
Š2011 MFMER | 3139261-
37. Metro Area Population for Best Hospitals
Š2011 MFMER | 3139261-
20,000,000
15,000,000
5,000,000
0
10,000,000
Rochester
Boston
Baltimore
Cleveland
Los Angeles
San Francisco
New York
Philadelphia
Chicago
44. From their day through most of the 20th
Century, reaching large audiences via
media was simple but expensive...
Š2011 MFMER | 3139261-
45. ...or you could âearnâ an audience by
getting past one of these gatekeepers
Š2011 MFMER | 3139261-
46. Big media sold audiences to advertisers
at monopoly prices
Š2011 MFMER | 3139261-
47. But then Ted Turner revolutionized TV...
Š2011 MFMER | 3139261-
48. ...one of these guys invented the Internet
Š2011 MFMER | 3139261-
49. You could be forgiven for not having seen the
coming social media revolution...
Š2011 MFMER | 3139261-
50. ⢠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
Š2011 MFMER | slide-18
Patient Word of Mouth (2010 figures)
2009 Patient Brand Monitor, n=900
51. Š2011 MFMER | slide-20
Sources Influencing Preference
for Mayo Clinic (2010)
Word of mouth 82
News stories
Hospital ratings
26
Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic;
*differs significantly from Q2-2010
5
5
13
25
29
33
48
62
Internet
MD recommendation
Personal experience
Advertising
Direct mail
Social media
Insurance plan
2010 study (n=119)
71. By the Numbers:
Internet, Mobile and Social Networking
⢠87% of U.S. adults use the Internet
⢠91% own a cell phone; 63% use mobile Internet
⢠78% of Internet users watch online videos
⢠72% looked online for health information within
the past year.
⢠7 in 10 have a profile on a social networking site
⢠Facebook 67%
⢠Twitter 16%
⢠Instagram 13%
⢠Tumblr 6%
Source: Pew Internet & American Life Project
94. Social and Traditional Media Synergy
⢠YouTube video leads to USA Today story
⢠USA Today story leads to #wristpain Twitter chat
with explanatory videos and trainee list
⢠Twitter chat leads to patient procedure and blog
post
⢠Blog post leads to USA Today story
95. SMUG Thesis #9: Mass media
will remain powerful levers that
move - and are moved by - social
media buzz
Š2011 MFMER | 3139261-
96. SMUG Thesis #10: Social media
strategies canât compensate for
an inferior offering or bad service
Š2011 MFMER | 3139261-
97. Š2011 MFMER | 3139261-
United Breaks Guitars Breaks United
99. Case Study #3:
Patient Education Collaboration
⢠Traditional, scripted patient education videos are
costly and limited in application
⢠More demand than we can afford to supply
⢠Exploring alternative for videos covering FAQs
⢠Short, procedurally focused videos are ideal
⢠Huge potential savings (or expansion of video
availability)
⢠Crossover potential for demand generation
100.
101.
102.
103. Calculating ROI
⢠Cost of shooting and editing < $200
⢠Cost of storage: $0
⢠Cost of distribution: $0
⢠Value of time saved
⢠(NG pts/year x minutes/pt x $/hr/60 x self-serve
%): $?,???
⢠Increase in patient satisfaction: $?,???
⢠Other âmarketingâ benefits: $?
104. Mayo Clinic Center for Social Media Strategy
⢠Represent Mayo Clinic well as a institution in
general-purpose social networking platforms
⢠Consult with Mayo stakeholders in developing
integrated social media strategies and provide
resources for execution (âTeach a man to fish...â)
⢠Professionalism Standards (Fishing etiquette)
⢠Platform Development (Fishing poles/nets)
⢠Training/Consultation (Fishing lessons)
⢠Offer these resources to peers and gather
community to develop and share best practices
through the Social Media Health Network
108. Power, Flexibility of Community Platform
⢠Some content can be universally available
⢠Various levels of access based on individual
permissions for logged-in users
⢠Mobile optimized
⢠Option to link to Facebook, Twitter, LinkedIn
accounts
⢠Customization opportunities with possible cost
sharing on generally applicable feature requests
⢠Secure, HIPAA-compliant groups
118. Closing Case Study: Cardiac
Amyloidosis Videos
⢠Improving quality of information available to
patients worldwide
⢠Saving time, deepening conversations
⢠Referrals
⢠Academic standing and research opportunities
137. Results to Date
⢠More than 10 million views on YouTube
⢠Over 1.5 million on Sharing Mayo Clinic
⢠From 200 views/month to 5,000 views/hour
⢠Validation of SMUG Thesis #26
138. #26: Your mileage may vary, but
youâll go a lot further if you get a
car.
139. For Further Interaction:
⢠Google Lee Aase or SMUG U
⢠@LeeAase on Twitter
⢠For Social Media Health Network information
⢠http://network.socialmedia.mayoclinic.org/
mccsm/joining-the-network/
⢠Contact Mayo Clinic Center for Social Media
⢠By email: socialmediacenter@mayo.edu
⢠By phone: 507-538-1091