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MHSCN Presentation on Mayo Clinic Social Media
1. Social Media in Health Care:
A Mayo Clinic Progress Update
MHSCN
Lee Aase
Manager, Syndication and Social Media
Mayo Clinic
July 23, 2009
2. Agenda
⢠Updating a Previous MHSCN
Presentation
⢠The MacGyver Mindset
⢠Examining the Toolbox
⢠Health Care Penetration & Examples
⢠Mayo Clinicâs Experience
⢠Case Study
2
3. 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
3
4. The power of Facebook...
⢠Evelynâs existence
⢠Videos from Grand Rapids
4
5. 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
⢠Your mileage may vary
5
11. Intro to Blogs
⢠Just an easy-to-publish Web site that
allows comments
⢠Blogs in Plain English - Lee LeFever
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12. RSS = Really Simple Syndication
⢠Lets you easily track dozens of blogs
or other Web sites without surfing
⢠Truly opt-in âemailâ
⢠RSS âbaked inâ to IE 7, Safari
⢠Google Reader a free Web option
12
13. Podcasts
⢠TiVo for Audio (and now video)
⢠Donât 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
13
15. Wikis
⢠Collaborative editing tools
⢠Wikipedia the most famous
⢠2.9 million articles in English
⢠Definitive stories quickly on
⢠35W Bridge Collapse
⢠Virginia Tech shooting
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17. YouTube
⢠Worldâs second largest search
engine
⢠Google bought for $1.65 Billion
⢠âThe world has voted, and we want
to watch videos on YouTube.â - Andy
Sernovitz, Blog Council
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19. Other Important Platforms
⢠Slideshare.net: YouTube for
PowerPoint and Keynote
⢠uStream.tv: Your own global
television channel
⢠Skype: Audio and Videoconferencing
⢠Mix and Match
19
24. Twitter Case Study #2: âTweetupâ
in Baltimore
Me: Are you based in Baltimore?
Me: Iâm going to be there Tuesday for this conference.
(asae.center.or/hcc) on a panel RU available late pm?
Me: Iâm flying out Tues at 6:45 p.m. Any avail in the later
afternoon? I think my panel is done about 2:30
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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
36
38. 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
38
39. First Foray in New Media
⢠Existing Medical Edge radio mp3s
⢠Launched Sept. â05; Downloads up
8,217 percent Oct. vs. Aug.
45. Total Cost for Mayo Clinic
Facebook, YouTube and Twitter
$0.00
45
46. Key Tool: Flip Video Camera*
⢠Affordable for all campuses (and you)
⢠Recording interviews (with tripod)
improves existing processes
⢠Authenticity without writerâs cramp
⢠Provides potential blog resources
⢠Audio of full interview
⢠Video excerpts
⢠Limited group of video editors to
ease adoption, ensure quality
46
47. Cost for a Standard Definition Flip
Video Camera
$150.00
HD available for an additional $80
47
51. Next Step: Launched 1/22/2009
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
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53. Benefits of Comment Threads
⢠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
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54. Where Sharing Mayo Clinic Fits
⢠News Blog - Breaking research news;
âHardâ news - Like U.S News, Time
⢠Podcast Blog - Evergreen ânews you
can useâ - Like Prevention
⢠Sharing Mayo Clinic - Features;
behind the scenes at Mayo Clinic,
and stories from patients in their own
words - Like People
54
55. Other Blogs...
⢠Health Policy Center Blog
⢠Physician Update Blog - For referring
MDs but not limited to them
⢠Diversity in Education Blog
⢠Advancing the Science - Medical
science blog - our medical version of
Scientific American
55
57. Old-Style Online Newsroom vs.
MacGyver Online Newsroom
⢠Web 1.0 Online Newsroom
⢠Typically purchased from a Vendor
⢠Costly - up to $10,000 + monthly fee
⢠Password-Protected Access
⢠MacGyver Online Newsroom
⢠DIY
⢠$45/year or $0.12/day
⢠Open to customers/patients/links
57
58. Overcoming Objections
⢠âBut what about the cost in staff time
to maintain all of these social media
platforms? Theyâre not really free!â
⢠AT&T free phone service in 1969
⢠Pitney Bowes free fax machines
and supplies in 1989
⢠YouTube, Facebook and Twitter
free in 2009
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61. Affirming our Employees
Dear staff,
This 4 minute video actually made me tear
upâŚthe patients mentioning our Judd
Sessions, classes and pamphletsâŚin relation
to their satisfaction with their care. How
wonderful to hear.
The patient/family testimonials reminded me
how we are making a difference through patient
education in the lives of our patients/families.
61
62. 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
62
64. Enhancing Distribution of
Patient-Generated Content
⢠Alerted to interesting video of elderly
couple playing piano in Gonda atrium
⢠Embedded in Sharing Mayo Clinic,
posted to Facebook, Tweeted on 4/7/09
⢠Video had been seen 1,005 times in six
preceding months since upload
64
84. Results to Date
⢠More than 4 million views on
YouTube
⢠Before posting to Sharing Mayo
Clinic: 1,000 views in six months
⢠After posting, Facebooking and
Tweeting: 5,000 views per hour
84
89. Six Personal Steps to Explore
⢠Establish a permanent personal email
⢠Get profiles in Facebook, LinkedIn
⢠Get a Twitter account
⢠Get a Flip camera (or iPhone 3GS?)
⢠Create a personal YouTube account
⢠Start a personal Blog
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90. Four Starter Steps for Institutions
⢠Claim your organizationâs Twitter
âhandleâ
⢠Create a Facebook âfanâ page
⢠Create a YouTube channel
⢠For Extra Credit: If you have
organizational commitment, create a
multi-author blog
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