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Helping Auxilians Tell Their Stories
1. Bringing the Social Media
Revolution to Health Care
Lee Aase (@LeeAase)
Director, Mayo Clinic Center for Social
Media
#MCCSM
Health Care Auxiliary of Minnesota
September 17, 2010
2.
3. Disclaimers
• These results not typical
• Use as directed
• Read and follow label directions
• Side effects may include vertigo, watery
eyes, crackberry thumb and iPhone
application addiction
• Social media tools are an essential part of a
balanced communications diet
• If insufficient media coverage persists,
consult your communications doctor
• Batteries not included
• Some assembly required
• Your mileage may vary
9. 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
15. Intro to Tools
Blogs RSS
Podcasts Social Networks
Skype YouTube
Wikis Twitter
Slideshare uStream
16. 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
17. RSS = Really Simple Syndication
• Lets you easily track dozens of blogs
or other Web sites without surfing
• Truly opt-in “email”
• RSS “baked in” to IE 7, Safari
• Google Reader a free Web option
18. Podcasts
• TiVo for Audio (and now video)
• Don’t need an iPod to use
• Series of segments to which you can
subscribe via RSS
• iTunes free for PC or Mac
• Create your own FREE podcast (listed
in iTunes) through SMUG
20. Wikis
• Collaborative editing tools
• Wikipedia the most famous
• 2.9 million articles in English
• Definitive stories quickly on
− 35W Bridge Collapse
− Virginia Tech shooting
23. YouTube
• World’s second largest search engine
• Google bought for $1.65 Billion
• “The world has voted, and we want to
watch videos on YouTube.” - Andy
Sernovitz, SocialMedia.org
46. Mayo Clinic and Word of Mouth
• 91 percent of patients surveyed say
they have said “good things” to an
average of 40 people after a Mayo visit
• 85 percent say they recommended
Mayo to a friend
− Advised an average of 16 to come
− 5 actually came
47. 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
48. #2: Electronic tools merely
facilitate broader, more
efficient transmission by
overcoming inertia and
friction
49.
50. #4: Social media are the
third millennium’s defining
communications trend
51.
52. #10: Social media strategies
can’t compensate for an
inferior offering or bad service
55. 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
73. Results to Date
• More than 7 million views on YouTube
• >1.4 million views on Sharing Mayo Clinic
• From 200 views/month to 5,000 views/hour
• National TV coverage in U.S. and Japan
95. Less than 24 hours after my initial appointment, I not
only had a new diagnosis - a UT split tear - but had
surgery to correct the problem. As I write this, my
right arm is in a festive green, but otherwise
annoying cast. The short-term hassle, however,
should be more than worth the long-term gain - the
potential for a future without chronic wrist pain. A
future, that without Twitter and those in the medical
community willing to experiment with new
communications tools, might not exist for me.
3031031-10
96.
97. The 37th Thesis
Applying social media in health care isn’t
just inevitable: it’s the right thing to do in
the interest of patients.
99. Mayo Clinic Center for Social Media
• Mission: Lead the social media
revolution in health care, contributing
to health and well being for people
everywhere
− Grow social media use by Mayo Clinic
− Create resources for use at Mayo Clinic
that can be shared with organizations
wanting to use social media in health
and health care
101. Social Media Health Network
• Membership group associated with
Mayo Clinic Center for Social Media
• Open to organizations and individuals
wanting to use social media to improve
health and health care
• Membership dues based on
organization revenues
• Industry members, but no industry
grant funding
102. What do you get?
• Access to resources to speed your
organization’s adoption of social media
− Curriculum/Training materials
− Guidelines/Policies/Job Descriptions
− Technical services and support
• Member site for sharing, learning
• Community and blogging platforms
− Low-cost hosted solutions
− Free access to source code
103. Social Media Health Network
• Now accepting charter member
applications
• Network launches late Sept. 2010; go to
socialmedia.mayoclinic.org or email
aase.lee@mayo.edu for info on joining
104. For Further Interaction:
• Google Lee Aase or SMUG U
• @LeeAase on Twitter (or keep chatting
at #MCCSM)
• aase.lee@mayo.edu