Slides from my Aug. 12, 2013 presentation at the McKesson conference for its clients.

1. Lee Aase
Mayo Clinic Center for Social Media
August 12, 2013
Bringing the Social Media Revolution to Health Care

2. THE Book on Social Media in Health Care
• Essays from 30 thought leaders
• The “Why?” of social media in health
care
• Available on Amazon and discount bulk
orders
• http://mayocl.in/OGvNCx
• Net proceeds fund patient scholarships

3. Prologue: A Story that Demonstrates the Power
of Social Platforms
• Presentation at Community 2.0 conference in San Francisco on May
12, 2009
• Attendance approximately 200
• Somebody tweeted something like “Hey @GuyKawasaki, @LeeAase
just mentioned you in his presentation” and included the link to my
presentation, which I had uploaded to Slideshare.net

6. Behold, the Power of Slideshare...

8. Slideshare.net: YouTube for PowerPoint

9. Agenda
• Discuss Mayo Clinic’s experience and the historical import of social
media
• Increase your personal understanding, comfort and confidence with
social media
• Help you make the case for using social media or increasing your
commitment

10. The Hidden Agenda
• You will see the transformational power of social media
• You will see social platforms as tools to do your work more effectively
and efficiently
• You will believe that using social media tools is worthwhile and that
you (and your organization) can do it

11. Two Heroes
Six Magic Words
Four Reasons Why They’re
True for You

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“I’ll bet I could do that!”

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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
•Director, Center for Social Media, 2010-present

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22. One more bonus reason...

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A Brief History of Social Media
at Mayo Clinic

24. Answering a burning question...

25. It all started with a tornado...

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27. Mayo Clinic’s First Social Networkers

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Social Media is part of the @MayoClinic
DNA and is fundamental to health care

29. Mayo Clinic Medical Edge
Syndicated News Media Resources

30. First Foray in “New” Media
• Existing Medical Edge radio mp3s
• Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.

31. My First Blog Post - 7/30/06
Lines from Lee

32. Beyond the Hypochondriac feed

33. Mayo Clinic Medical Edge Sample Sound Bite

35. Involuntary Social Network Representation
myspace.com/mayoclinic

37. Facebook: 11/7/07

38. A Pivotal Presentation

50. The Revolutionary impact of consumer-grade video

52. Dramatically increased number of videos and depth of content

53. @MayoClinic on Twitter: 4/29/08

54. The $4-a-month online newsroom

58. Let’s Talk “site” - May 2008

59. Sharing Mayo Clinic - January 2009

61. A Broader Historical Perspective...

66. Thesis #1: Air was the original social medium

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Patient Word of Mouth
2009 Patient Brand Monitor, n=900
• 91% said “good things” about Mayo Clinic after visits
•Average of 43 heard “good things”
• 86% recommended Mayo Clinic
•Average of 24 advised to come
•Average of 6 actually came

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Sources Influencing Preference
for Mayo Clinic
Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic;
*differs significantly from Q2-2010
5
5
13
25
26
29
33
48
62
82Word of mouth
News stories
Hospital ratings
Internet
MD recommendation
Personal experience
Advertising
Direct mail
Social media
Insurance plan
2010 study (n=119)

70. #2: Electronic tools merely facilitate broader,
more efficient transmission by overcoming
inertia and friction

72. #4: Social media are the third millennium’s
defining communications trend

74. Gutenberg: Global Mass Literacy
Zuckerberg: Global Mass Publishing

76. #7: Hand-wringing about merits and
dangers of social media is as productive as
debating gravity

78. If you think blocking is a viable long-term option...

80. A Balanced Approach to Professionalism
• Avoiding faux pas is important but cannot be the only standard for
judging professionalism in social media
• Professionalism is more than the absence of unprofessional
conduct
• Professionals have a moral obligation to use available tools
effectively on behalf of those they serve

82. Key Elements
• All policies apply in social media, too
• Privacy
• Mutual Respect
• Computer use
• Generally don’t “friend” patients
• Remember the “front page” rule

83. Guidelines for Mayo Employees

84. #9: Mass Media will remain important levers
that move - and are moved by - social
media buzz

85. 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

86. The next day...

87. 0
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4/7/09
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TotalViews

88. 0
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4/7/09
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4/13/09
TotalViews

89. 0
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TotalViews

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187,956
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TotalViews

93. 0
62,500
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187,500
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TotalViews

94. 0
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TotalViews

95. 0
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300,000
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4/22
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5/5
TotalViews

96. 0
150,000
300,000
450,000
600,000
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187,956 228,055
292,766
555,675
4/7/09
4/8/09
4/13/09
4/22/09
5/3/09
5/4/09
5/5/09
5/10/09
TotalViews

98. May 12

99. May 15

100. Early Morning May 26

101. May 26, 2009: Live in Studio
Good Morning America

104. Results to Date
• More than 8.7 million views on YouTube
• Over 1.5 million on Sharing Mayo Clinic
• From 200 views/month to 5,000 views/hour
• Validation of Thesis #26

105. #26: Your mileage may vary, but you’ll go a
lot further if you get a car.

106. #10: Social media strategies can’t
compensate for an inferior offering or bad
service

107. United Breaks Guitars Breaks United

109. #17: Social media are free in any ordinary
sense of the word (or at least ridiculously
inexpensive)

110. Total Cost for Mayo Clinic Facebook, YouTube and Twitter
$0.00

112. In the European Union, based on current exchange rates:
€0,00

113. #18: As I approaches zero, ROI
approaches infinity

116. Unique Myelofibrosis Patients
0
100
200
300
400
2008 2009 2010 2011
MCF MCA

117. #19: MacGyver is the model for social
media success

118. The MacGyver Mindset

119. #22: Social media are an essential part of
a balanced communications diet

120. Basic Social Media “Food Groups”

121. Blogs: The Undiscovered Territory
• A blog is just an easy-to-publish Web site that allows comments
• Blogs can match look and feel of your Web site and infuse
dynamic content
• Blogs give you a social media “home base”
• Blogs give you much more control over user experience than any
other social platform

122. Sharing Mayo Clinic/Patient Stories Example
• Relevant patient stories help patients choose Mayo Clinic
• Patient stories on MayoClinic.org were formerly freelancer-produced,
relatively expensive
• Sharing Mayo Clinic - stories in patients’ own words - launched in
2009
• 2012 Project combined Sharing and legacy stories, featured on .org
disease/condition pages through “Mayo Consumer Vocabulary”
tagging

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126. Lessons and Observations
• Sometimes the perfect can be the enemy of the good. Take the side of
the good.
• Follow the Mayo Clinic Center for Innovation Motto: Think Big. Start
Small. Move Fast.TM
• Iterate until it’s great
• Blogs can make a static Web site dynamic and relevant

127. Don’t Consider Social Media in Isolation
• Not a silver bullet
• Seek synergy with existing means of communication
• Necessary but likely not sufficient
• Need to justify NOT using social media

128. Structure and Staffing
• Start by finding core internal champions
• Train the trainers
• Engage broader employee population
• Avoid HACK syndrome
• Let social staffing grow gradually to meet needs

129. Structure and Staffing
• Start by finding core internal champions
• Train the trainers
• Engage broader employee population
• Avoid HACK syndrome
• Let social staffing grow gradually to meet needs

130. 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.

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A Catalyst for Social Media

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A word from our CEO

133. Social Media Health Network
• Membership group associated with Mayo Clinic Center for Social
Media
• For those wanting to use social media to promote health, fight disease
and improve health care
• Individual and organization memberships available

134. Free Samples of Network Resources
• Visitor Access available to
• News/Opinion posts
• Curriculum samples
• Health Care Social Media List (HCSML)
• Create a free Guest account to
• Comment
• Access additional curriculum posts
• Claim and manage your organization’s basic HCSML listing

135. GSM 105 - Intro to Tools

136. Joining the Network

137. Upcoming Opportunities
• Social Media Residency
• Sept. 10-11 in Dallas, Tex. (at Baylor)
• Oct. 21-22 in Rochester, Minn.
• Nov. 4-5 in Jacksonville, Fla.
• Social Media Week at Mayo Clinic Oct. 21-25

138. 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