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Why Social Media are Essential
          to the Future of Health Care,
         and How You Can Get Started
              ...
About Lee Aase

         • Political Science, B.S.
         • Manager, Syndication/
           Social Media
         • Goo...
Answering Your
                Questions
         • Why should I care?
         • What are social media?
         • What i...
Changing Media
                 Landscape
         • Massive newspaper
           layoffs/buyouts
            • Star Tribu...
Star Tribune Values




Sunday, February 15, 2009
Star Tribune Values

         • 1998: $1.2 billion




Sunday, February 15, 2009
Star Tribune Values

         • 1998: $1.2 billion
         • 2006: $530 million



Sunday, February 15, 2009
One Huge Contributor




Sunday, February 15, 2009
And exactly how do
          newspapers compete?




Sunday, February 15, 2009
The Most Important
                  Word in Web 2.0




Sunday, February 15, 2009
Chicago Tribune
                           Values




Sunday, February 15, 2009
Chicago Tribune
                   Values
         • 2000: Buys LA Times
           for $8 billion




Sunday, February 15...
Chicago Tribune
                    Values
         • 2000: Buys LA Times
           for $8 billion
         • 2007: Sam Z...
Media Values




Sunday, February 15, 2009
Media Values
         • Wall Street Journal = $5 billion




Sunday, February 15, 2009
Media Values
         • Wall Street Journal = $5 billion
         • Chicago Tribune = $8 billion




Sunday, February 15, ...
Media Values
         • Wall Street Journal = $5 billion
         • Chicago Tribune = $8 billion
         • Star Tribune =...
Media Values
         •    Wall Street Journal = $5 billion
         •    Chicago Tribune = $8 billion
         •    Star ...
Facebook Growth
        • > 175 million active users
        • > half of users outside of college
        • #1 photo shari...
Medical
           Malpractice
                            12

Sunday, February 15, 2009
Media
           Malpractice
                            13

Sunday, February 15, 2009
Cutting Edge Circa 1990




                                                  14

Sunday, February 15, 2009
Avoiding Malpractice
         •    Blogs
         •    Podcasts
         •    RSS
         •    Social networking sites
  ...
Intro to Blogs
         • Just an easy-to-publish Web site that
              allows comments
         • Blogs in Plain En...
RSS = Really Simple
                  Syndication
         • Lets you easily track dozens of
           blogs or other web...
Podcasts
         • TiVo for Audio (and now video)
         • Don’t need an iPod
         • Series of segments to which
  ...
Social Networking
                           Sites
      • MySpace, Facebook, LinkedIn
      • http://www.commoncraft.com/...
Wikis
      • Collaborative editing tools
      • Wikipedia the most famous
        • 2.2 million articles in English
    ...
Wikis




Sunday, February 15, 2009
YouTube
      • How the world shares videos
      • Google bought for $1.65 billion




Sunday, February 15, 2009
Mayo Clinic’s Web 2.0 Journey
                 and Applications for You
         • Disclaimer: I believe Mayo Clinic is
  ...
Think Like MacGyver
                            (or Dr. Henry Plummer)




  • http://www.mayoclinic.org/tradition-
     h...
Mayo Clinic’s Origin




           http://tinyurl.com/32xbjx

Sunday, February 15, 2009
Brand Preference
    • Thinking about healthcare institutions
         such as hospitals, medical centers and
         cli...
Top-of-Mind Brand Preference
                                        U.S. Consumers

         Mayo Clinic                 ...
Sources of Information Influencing
                Preference for Mayo Clinic
        Word of mouth                       ...
Mayo Clinic and Word of Mouth

         • 91 percent of patients surveyed say
            they have said “good things” to ...
Mayo Clinic Medical Edge
                      News Media Syndications




                                               ...
Mayo Clinic Social Media Progression
         • Reach people directly
            • Started with Medical Edge
            ...
First Foray in New Media




             • Existing Medical Edge radio mp3s
             • Launched Sept. ‘05; Downloads ...
Step 2: More, Longer Podcasts




                                     33

Sunday, February 15, 2009
34

Sunday, February 15, 2009
Step 3: podcasts.mayoclinic.org




                                           35

Sunday, February 15, 2009
36

Sunday, February 15, 2009
YouTube Channel

         • Brand study confirmed benefit
         • “The world has voted, and we want to
            watc...
38

Sunday, February 15, 2009
Key Tool: Flip Video Camera
        • Affordable for all campuses (and you)
        • Recording interviews (with tripod)
 ...
40

Sunday, February 15, 2009
41

Sunday, February 15, 2009
Two Case Studies of Mainstream
           Media Facilitated by Social Media
         • Wall Street Journal Health Blog
   ...
Next Step: Launched Jan. 22
                       Sharing Mayo Clinic
         • Gathering global Mayo community
        ...
Where Sharing Mayo Clinic Fits

         • News Blog - Breaking research news;
            “Hard” news
         • Podcast ...
Sharing Mayo Clinic
                             Content Sources
         • HR/Recruitment identifying employee
          ...
Benefits of Sharing Mayo Clinic
                  Monthly Open Thread
         • Patient stories most popular on .org
    ...
47

Sunday, February 15, 2009
Retroactive Roadmap and
                       Philosophy for Future
         • Start with current activity extensions
   ...
Immense Potential

        • Marketing we couldn’t afford to buy
           • 500,000 annual unique patients,
            ...
Immediate Applications for You

         • Prevent “domain squatting” by
            establishing organization accounts
  ...
51

Sunday, February 15, 2009
Contacting Me

         • Google Lee Aase or SMUG University
            to find SMUG
         • Twitter @LeeAase or @SMUG...
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FSHPRM Presentation on Social Media

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Veröffentlicht am

My presentation on Feb. 16, 2009 to the Florida Society for Hospital Public Relations & Marketing, on applying social media in the medical field.

Veröffentlicht in: Gesundheit & Medizin
  • Nice presentation you can download & submit more medical presentation in http://slideworld.org
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • Nice work, Lee. I'd like to extend an invite for you to create a presence for Mayo, and yourself, at http://www.medxcentral.com .. a Medical Industry Network. I also followed you on twitter. I'm working on some things I believe you will find of great interest. Let's collaborate, shall we? - Jim
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier

FSHPRM Presentation on Social Media

  1. 1. 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 February 16, 2009 Sunday, February 15, 2009
  2. 2. About Lee Aase • Political Science, B.S. • Manager, Syndication/ Social Media • Google/“Friend” me Sunday, February 15, 2009
  3. 3. Answering Your Questions • Why should I care? • What are social media? • What is Mayo doing? • How can I get started? Sunday, February 15, 2009
  4. 4. Changing Media Landscape • Massive newspaper layoffs/buyouts • Star Tribune • Pioneer Press • Los Angeles Times Sunday, February 15, 2009
  5. 5. Star Tribune Values Sunday, February 15, 2009
  6. 6. Star Tribune Values • 1998: $1.2 billion Sunday, February 15, 2009
  7. 7. Star Tribune Values • 1998: $1.2 billion • 2006: $530 million Sunday, February 15, 2009
  8. 8. One Huge Contributor Sunday, February 15, 2009
  9. 9. And exactly how do newspapers compete? Sunday, February 15, 2009
  10. 10. The Most Important Word in Web 2.0 Sunday, February 15, 2009
  11. 11. Chicago Tribune Values Sunday, February 15, 2009
  12. 12. Chicago Tribune Values • 2000: Buys LA Times for $8 billion Sunday, February 15, 2009
  13. 13. Chicago Tribune Values • 2000: Buys LA Times for $8 billion • 2007: Sam Zell buys Tribune (with Times) for $8.2 billion Sunday, February 15, 2009
  14. 14. Media Values Sunday, February 15, 2009
  15. 15. Media Values • Wall Street Journal = $5 billion Sunday, February 15, 2009
  16. 16. Media Values • Wall Street Journal = $5 billion • Chicago Tribune = $8 billion Sunday, February 15, 2009
  17. 17. Media Values • Wall Street Journal = $5 billion • Chicago Tribune = $8 billion • Star Tribune = $0.53 billion Sunday, February 15, 2009
  18. 18. Media Values • Wall Street Journal = $5 billion • Chicago Tribune = $8 billion • Star Tribune = $0.53 billion • Total for all 3 < Facebook value ($240 million for 1.6 percent)* Sunday, February 15, 2009
  19. 19. Facebook Growth • > 175 million active users • > half of users outside of college • #1 photo sharing site on the Web; 850MM photos uploaded each month • 4th most-trafficked Web site • #1 social networking site in the world AND the fastest growing • Women 55+ are fastest-growing demo 11 Sunday, February 15, 2009
  20. 20. Medical Malpractice 12 Sunday, February 15, 2009
  21. 21. Media Malpractice 13 Sunday, February 15, 2009
  22. 22. Cutting Edge Circa 1990 14 Sunday, February 15, 2009
  23. 23. Avoiding Malpractice • Blogs • Podcasts • RSS • Social networking sites • Wikis • YouTube Sunday, February 15, 2009
  24. 24. Intro to Blogs • Just an easy-to-publish Web site that allows comments • Blogs in Plain English, Lee LeFever, Common Craft • http://www.commoncraft.com/blogs Sunday, February 15, 2009
  25. 25. RSS = Really Simple Syndication • Lets you easily track dozens of blogs or other web sites • RSS “baked in” IE7, Safari • Google Reader, Newsgator, Attensa are free options Sunday, February 15, 2009
  26. 26. Podcasts • TiVo for Audio (and now video) • Don’t need an iPod • Series of segments to which you can subscribe via RSS • iTunes free for PC or Mac Sunday, February 15, 2009
  27. 27. Social Networking Sites • MySpace, Facebook, LinkedIn • http://www.commoncraft.com/ video-social-networking Sunday, February 15, 2009
  28. 28. Wikis • Collaborative editing tools • Wikipedia the most famous • 2.2 million articles in English • Definitive stories quickly on • 35W Bridge Collapse • Virginia Tech Massacre Sunday, February 15, 2009
  29. 29. Wikis Sunday, February 15, 2009
  30. 30. YouTube • How the world shares videos • Google bought for $1.65 billion Sunday, February 15, 2009
  31. 31. Mayo Clinic’s Web 2.0 Journey and Applications for You • Disclaimer: I believe Mayo Clinic is special, and so do most of our employees and patients - YMMV • However, challenges to Web 2.0 adoption were not unique • We still have immense opportunities • Patient support groups • Chronic disease management • More than just marketing 23 Sunday, February 15, 2009
  32. 32. Think Like MacGyver (or Dr. Henry Plummer) • http://www.mayoclinic.org/tradition- heritage/dr-henry-plummer.html 24 Sunday, February 15, 2009
  33. 33. Mayo Clinic’s Origin http://tinyurl.com/32xbjx Sunday, February 15, 2009
  34. 34. Brand Preference • Thinking about healthcare institutions such as hospitals, medical centers and clinics -- suppose your health plan or personal finances permitted you to go anywhere in the U.S. for treatment of a serious medical condition which required highly specialized care such as neurosurgery, sophisticated heart surgery or complex cancer treatment... • To which one institution would you prefer to go for treatment? Sunday, February 15, 2009
  35. 35. Top-of-Mind Brand Preference U.S. Consumers Mayo Clinic 11.7 Hospital E 3.1 2006 Study Hospital D 2.3 Hospital C 1.8 Hospital B 1.3 Hospital A 1.0 Don't know 40.9 0 10 20 30 40 50 27 Sunday, February 15, 2009
  36. 36. Sources of Information Influencing Preference for Mayo Clinic Word of mouth 84 Stories in the media 57 MD recommendation 44 Advertising 27 2006 Study Internet/Websites 26 Personal experience 24 Mailings to home 18 0 20 40 60 80 100 28 Sunday, February 15, 2009
  37. 37. Mayo Clinic and Word of Mouth • 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 29 Sunday, February 15, 2009
  38. 38. Mayo Clinic Medical Edge News Media Syndications 30 Sunday, February 15, 2009
  39. 39. Mayo Clinic Social Media Progression • Reach people directly • Started with Medical Edge • Produce economically to fit medium • Provide platforms for sharing • Create outposts on popular sites • Energize word of mouth • Leverage social media with mass media and vice versa • Sharing Mayo Clinic 31 Sunday, February 15, 2009
  40. 40. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug. Sunday, February 15, 2009
  41. 41. Step 2: More, Longer Podcasts 33 Sunday, February 15, 2009
  42. 42. 34 Sunday, February 15, 2009
  43. 43. Step 3: podcasts.mayoclinic.org 35 Sunday, February 15, 2009
  44. 44. 36 Sunday, February 15, 2009
  45. 45. YouTube Channel • Brand study confirmed benefit • “The world has voted, and we want to watch videos on YouTube.” - Andy Sernovitz, President, Blog Council • Use YouTube to serve videos for blogs 37 Sunday, February 15, 2009
  46. 46. 38 Sunday, February 15, 2009
  47. 47. 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 39 Sunday, February 15, 2009
  48. 48. 40 Sunday, February 15, 2009
  49. 49. 41 Sunday, February 15, 2009
  50. 50. Two Case Studies of Mainstream Media Facilitated by Social Media • Wall Street Journal Health Blog • Pitched via Facebook • Previewed on News Blog • Embedded from YouTube • CBS Radio Network • Flip audio downloaded from news blog made national network air 42 Sunday, February 15, 2009
  51. 51. Next Step: Launched Jan. 22 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 43 Sunday, February 15, 2009
  52. 52. Where Sharing Mayo Clinic Fits • News Blog - Breaking research news; “Hard” news • Podcast Blog - Evergreen “news you can use” • Sharing Mayo Clinic - Features; behind the scenes at Mayo Clinic, and stories from patients in their own words 44 Sunday, February 15, 2009
  53. 53. Sharing Mayo Clinic Content Sources • HR/Recruitment identifying employee bloggers to write 2X/month • Enhanced stories from print edition • Flip video from patients on campus • Question in MD news Flip interviews • Transplant Picnic, NICU reunion • Highlight employee service awards 45 Sunday, February 15, 2009
  54. 54. Benefits of Sharing Mayo Clinic Monthly Open Thread • Patient stories most popular on .org • Outlet for grateful patients who want to tell their stories • Prompts patients to think about sharing stories • Alerts us to great stories we may want to feature in publications, Medical Edge, media pitches 46 Sunday, February 15, 2009
  55. 55. 47 Sunday, February 15, 2009
  56. 56. Retroactive Roadmap and Philosophy for Future • Start with current activity extensions or high-probability pilot • External consultants and case studies help build internal buy-in • Build on success step-by-step • Take advantage of cheap technology • Facilitate with small core team, but make social media everyone’s job 48 Sunday, February 15, 2009
  57. 57. Immense Potential • Marketing we couldn’t afford to buy • 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 49 Sunday, February 15, 2009
  58. 58. Immediate Applications for You • Prevent “domain squatting” by establishing organization accounts • Facebook • Twitter • Consider a YouTube channel (especially if nonprofit/not-for-profit) • Become a SMUGgle and begin Homework Assignments to get hands-on personal experience 50 Sunday, February 15, 2009
  59. 59. 51 Sunday, February 15, 2009
  60. 60. Contacting Me • Google Lee Aase or SMUG University to find SMUG • Twitter @LeeAase or @SMUG_U • Friend me on Facebook • aase.lee@mayo.edu 52 Sunday, February 15, 2009

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