Slides from my presentation on July 22, 2016 to the Southern Kentucky Area Health Education Center's 25th Summer Conference in Mount Vernon, Kentucky.

1. Healthy Applications of Social Media
Lee Aase (@LeeAase)
Director, Mayo Clinic Social Media Network
July 22, 2016

2. 2

3. 3
Today’s Agenda
▪ Mayo Clinic’s Social Networking roots
and transition to Social Media
▪ Creating social media training resources
for Mayo Clinic and beyond
▪ Answering your questions and building
your confidence

5. You’ve done this before…

8. • B.S. Political Science
• 14 years in government and politics
• Mayo Clinic Communications since April 2000
• Became Media Relations Manager in 2003
• Director, Social & Digital Innovation Team and
Mayo Clinic Social Media Network since 2010
About Lee Aase

9. • Essays from 30 thought
leaders
• The “Why?” of social media
in health care
• Net proceeds fund patient
scholarships
• Available on Amazon and
discount bulk orders on
CreateSpace (with offer code
Z4L7DBSN)

11. Comparative Populations

12. 12
▪ Every U.S. state
▪ More than 140 countries
▪ One in Five travels more than
500 miles for care
Each year Mayo Clinic
patients come from
Why is this the case?

13. Answering a Burning Question…

15. Social Networking in the Origins
and Development of Mayo Clinic

19. Mayo Clinic’s First Social Networkers

20. “By the end of the 1920s Dr. Will
could say he had studied surgery in
every town in America and Canada
of one hundred thousand
population or more, and had
crossed the Atlantic thirty times.”
(The Brothers Mayo, Helen Clapesattle, p. 323)
Dr. William Mayo’s Travels

21. Countries Dr. William Mayo Visited

22. Austria Denmark Ireland Scotland
Australia England Italy Sweden
Argentina Fiji Mexico Switzerland
Belgium Finland New Zealand Uruguay
Canada France Norway
Chile Germany Peru
Cuba Holland Russia
Countries Dr. Will Mayo Visited

25. Visiting Dr. Hugh Devine’s OR in Melbourne

26. How Mayo Clinic got its Name…

27. Social
Networking
is part of
Mayo
Clinic’s
DNA

28. September 2015: #MayoInOz

30. 30

32. Moving Mayo Clinic from
Social Networking to
Social Media

33. From Syndicated Media…

34. … to “New” Media (Podcasting)

35. Involuntary MySpace “Representation”

38. Accelerated Adoption of Free
Platforms and Low-Cost Tools
• 2007 - Facebook
• 2008
• YouTube
• Flip Cameras
• Twitter
• Blogs

39. Information Sources Influencing
Preference for Mayo Clinic (2014)

40. Patient Word-of-Mouth (2010)
• 91 percent of patients said “good things” about
Mayo Clinic after visits
• An average of 43 people heard “good things”
• 86 percent recommended Mayo Clinic to an average
of 24 other people; an average of 6 actually came.

41. Amplifying Word of Mouth

43. Sharing In-Depth Knowledge and
Showcasing Expertise, Empathy

45. Unique Myelofibrosis Cases
MCF MCA

49. Mayo Clinic Social Media Network
• The Mayo Clinic Social Media Network (#MCSMN) 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.
• Makes resources developed for Mayo Clinic staff available
to peers, and generates revenue to support mission.

50. A Catalyst for Social Media

51. socialmedia.mayoclinic.org

54. Social for Healthcare Certificate
from Mayo Clinic and Hootsuite

57. Mayo Clinic Connect: A
Community of Communities

58. Visit Connect.MayoClinic.org

59. Your Questions

60. What about instances in which
patients want to Facebook friend
their nurse or other caregiver?
Seems harmless, but does it present
any problems?

61. What
about
texting/messaging
among
healthcare
providers,
when
the
content
is
patient
information?
Is
this
okay?
What
are
the
rami>ications?
Are
there
popular
secure
messaging
systems
in
the
healthcare
industry?

62. What
if
a
patient
slams
the
care
they
received
at
a
given
hospital
in
a
social
media
post?
Should
employees
comment
or
refrain
from
getting
into
the
fray?

63. As
an
employer,
does
a
hospital
ever
have
the
right
to
discipline
an
employee
for
a
social
media
post
they
made
on
their
own
time,
even
if
it
doesn’t
involve
patient
privacy?

65. What
are
some
emerging
trends
in
communication
technology
in
relation
to
healthcare?

66. Broadcasting Live Video to the World

67. A @MayoClinic First:
The #ScopeScope

71. Facebook Live 3D Simulation Tour
>160K views (80K 10-second views)

72. Can
you
say
anything
speci>ically
about
social
media
and
rural
healthcare?
Smaller
towns
mean
everyone
is
familiar
with
everyone,
but
also
those
towns
are
now
connected
to
the
world
via
social
media.

73. Your Questions?

74. Social Media Residency
▪ One-day advanced course
▪ Prerequisite: Social for Healthcare Certificate
▪ Four remaining opportunities in 2016
▪ Sept. 29 in Jacksonville
▪ Oct. 17 in Rochester
▪ Dec. 8 in Scottsdale
▪ Or in conjunction with…

75. 15-16 November 2016 in Melbourne

76. A Poignant Memory: Mayo Clinic’s
Octogenarian Idols
• Embedded in Sharing Mayo Clinic, posted to
Facebook, Tweeted on 4/7/09

77. The next day...

78. TotalViews

79. Six days later...
TotalViews

80. TotalViews

81. TotalViews

84. TotalViews

85. TotalViews

86. TotalViews

88. TotalViews

89. TotalViews

90. Early Morning May 26, 2009

91. Live in Studio:
Good Morning America

93. May’s Sad News:

94. In Memory of Marlow

96. For Further Interaction:
• @LeeAase on Twitter
• socialmedia.mayoclinic.org
• socialmediacenter@mayo.edu