Slides from my Oct. 13, 2015 presentation with Paul Speyser of CareHubs, Inc. at #SHSMD15 in Washington, DC

1. The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA. © 2015 Society for Healthcare Strategy & Market Development
Leading Change from the
“Other” C-Suite
(That’s Communications)
Lee
Aase,
Director,
Mayo
Clinic
Center
for
Social
Media
Paul
Speyser,
CEO,
CareHubs
LLC

4. If we’re successful, when we’re done
you’ll be able to…
• Describe ways Marketing and Communications
Professionals can apply social networking tools
to fulfill their core responsibilities
• Describe various health system applications of
an owned social networking platform to meet
organizational objectives
• Envision your own plan for leading your
organization in increased application of social
networking tools

5. In the next 45 minutes…
• Brief background/history of Mayo Clinic and
social networking (both analog and digital)
• An example of integrated application of social
and traditional tools to support MarComm goals
• Getting C-Suite resources to support broader
application inside and outside of Mayo Clinic
• Collaboration and co-creation with external allies
• Accelerating with Agility through thinking inspired
by Wikinomics, The Innovator’s Dilemma, Lean
Startup and Scrum

7. “Bridging Worlds for the Future
of Healthcare”

9. Metro-Area Populations for U.S. News
Honor Roll Hospitals

10. Mayo Clinic’s Original Social Networkers

11. 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 Visited by Dr. Will Mayo

12. Information Sources Influencing Consumer
Preference for Mayo Clinic (2010)

13. That’s Where I Come In…
• Joined Mayo Clinic Media
Relations team in Y2K
• Focus: Telling stories
about Mayo Clinic via
journalists
• Promoted to Media
Relations Manager 2003

14. Starting with Syndication…

15. …leading to “New Media” (Podcasts)

16. Rapid Adoption of Free Platforms and
Low-Cost Tools
• 2007 - Facebook
• 2008
• YouTube
• Flip cameras
• Twitter
• Wordpress.com blogs
(News, Podcasts)
• 2009
• Sharing Mayo Clinic
• Yammer

17. Our “Not Good Enough”/MVP Online
Newsroom - Mayo Clinic News Blog

18. An Integrated Application Case Study

29. UT Split Repair Procedures

30. Gaining CEO Support
30

31. Mayo Clinic Center for Social Media
and Social Media Health Network
• MCCSM - Be a resource to help Mayo Clinic
stakeholders apply social technologies in clinical
practice, education, research as well as for PR
and marketing
• SMHN - Share Mayo-developed resources to
help health care peers embrace social tools, and
invite peers to help us accelerate and learn
together
• External Advisory Board
• Dues-paying organizational members
31

34. Starting the CareHubs
Collaboration
• Paul Speyser inquires about membership in
SMHN
• Discovered we were using a common
platform (Wordpress/Buddypress)
• Bartered programming help in lieu of SMHN
dues
34

35. • A
software
platform
&
toolset
created
exclusively
for
Professional
Healthcare
Communicators
(both
clinical
&
marcomm
use
cases.)
• Actively
serving
>100K
MAUs
(patients
&
healthcare
professionals)
and
>1M
unique
visitors
monthly
across
the
CareHubs
network.

36. • Provider-branded, secure, online patient
support group hubs
• Patient & Professional Education hubs
• Online Newsroom & media relations hubs
• Custom applications (Clinical Trial Recruitment
& Support, Alumni Relations, etc.)
CareHubs - Primary Use Cases

38. A Customizable Networking
Platform
• Public-facing sites with some content available to
anyone with a browser
• Various access levels for authenticated users
and members
• HIPAA-compliant and encrypted
• Customizable for application in clinical practice,
research, education and administration
• One email-based account for all sites, with
tailored access to each site based on user role
38

40. News Hub: Rapid Media Asset Publishing,
Syndication & Analytics
• One-­‐touch
–
automatic
upload/transcode
to
journalists’
preferred
formats.
Automated
pull
of
external
assets
(YouTube
videos)
• Restrict
access
by
role
or
date
(embargoes)
• Granular,
per-­‐user/per-­‐role
viewership
AND
download
analytics
• Integration
with
MayoClinic.org
using
the
CareHubs
API
• Automated
email
distribution
to
defined
press
lists

41. The DevOps Reliability & Scalability to
Support a 24 Hour News Cycle
• High
availability
cluster;
cloud
+
dedicated
servers
• Redundant
CDN
for
assets
• Challenges
of
being
agile
at
scale

42. On making B-roll and ancillary
downloads readily available:
42
I’ve
been
a
bit
of
a
skeptic
of
the
Mayo
News
Network,
and
more
specifically,
who
picks
up
our
content.
No
more.
WCCO
(the
#1
TV
news
station
in
TC)
did
a
piece
on
the
speech
disorders
&
teachers
study
last
night.
They
didn’t
contact
us
–
or
even
tell
us
they
were
going
to
do
a
piece.
They
pulled
language
from
the
News
Release
and
bites
from
the
News
Network
and
did
a
story
that
was
almost
4
minutes.
This
was
completely
unbeknownst
to
me
or
anyone
else
on
the
media
team.
Turned
out
wonderful.
Here’s
the
link:
http://minnesota.cbslocal.com/2013/10/15/mayo-­‐study-­‐teachers-­‐more-­‐likely-­‐to-­‐develop-­‐speech-­‐disorders/
Skeptical
about
the
News
Network?
No
more.
This
is
proof
that
it
works.
Nick

53. ResourcesRelationships
Research Recall

55. Lean Startup Thinking, Co-creation & Agile Development IRL
Patients
and
Families

56. Outcomes – Family Engagement

57. Outcomes – Family Engagement

60. • Agile
Development
• Principles,
Methodologies
(Scrum,
XP)
Tools
• Use
at
MCCSM
• The
next
level
(sort
of)

61. Waterfall SDLC
Nothing
wrong
with
this
approach
as
long
as
requirements
are
1)
Stable
and
2)
Clearly
understood
by
all
stakeholders

63. • Relationship
between
Lean
&
Agile.
Problem
status.
• Definition
of
“Startup”
• Right
Work/Work
Right
• Communicating
using
analogies
that
resonate
with
medical
practice
&
“Organizational
DNA”

66. Hypothesis:
Conversion will drop by only 2% or less, in which
case it will be worth it in exchange for increased data.
Experiment:
Increase # of fields on registration form 5x

67. • I
was
wrong
• By
an
order
of
magnitude
• In
the
opposite
direction
Results:

68. • I
was
wrong
• By
an
order
of
magnitude
• In
the
opposite
direction
Results:
• 32%
improvement
in
conversions*

73. Collaborating & A few tips for avoiding
Lean/Agile“Cargo Cults”
• Basis
for
recommendations/designs
• Test-­‐Driven
Development
&
Continuous
Integration
• Team
Consistency
&
Longevity

80. 80

81. 81

82. (Continuously)
Learning from Our Experience
• Listen to Eric Ries
• Embrace Agile Development and Scrum
• Pursue reasonable risks and don’t let the
perfect be the enemy of the good
• Think Wikinomically
• Think Big. Start Small. Move Fast.TM
• Communicate with your C-Suite (the real one)
using analogies that resonate with medical
practice and your organization’s DNA
82

83. The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA. © 2015 Society for Healthcare Strategy & Market Development
For Further Interaction
socialmedia.mayoclinic.org
@LeeAase
#MCCSM
@CareHubs
socialmediacenter@mayo.edu
paul@carehubs.com

84. A Closing Word from our CEO
John Noseworthy, M.D.