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Swedish Society of Medicine
1. Bringing the Social Media
Revolution to Health Care
Lee Aase (@LeeAase)
Director, Mayo Clinic Center for Social Media
#MCCSM
Swedish Society of Medicine
December 2, 2010
2. William J. Mayo, M.D.
⢠Visited Sweden in Spring 1914 -
Stockholm, Upsala, Lund and Malmo
⢠âAward of Cross of Commander of the
Orderâ - Royal Order of the Northern
Star of Sweden - 11/8/1927
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
â Media relations consultant
â Manager since 2004
â Media Relations/Research Comm
â Syndication and Social Media
33. Mayo Clinic and Word of Mouth
⢠91 percent of patients surveyed say
they have said âgood thingsâ to an
average of 40 people after a Mayo visit
⢠85 percent say they recommended
Mayo to a friend
â Advised an average of 16 to come
â 5 actually came
34. 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
35. #2: Electronic tools merely
facilitate broader, more
efficient transmission by
overcoming inertia and
friction
36.
37. #4: Social media are the
third millenniumâs defining
communications trend
48. Basic Social Media Guidelines
for Health Care Professionals
⢠If you donât have a pre-existing, real-life
friendship with patients, donât create
one on Facebook
⢠If you do create Facebook friendship
with patients, do it with a purpose
⢠Apply the âFront Pageâ test to your
online postings
49. #9: Mass media will remain
powerful levers that move --
and are moved by -- social
media buzz
50. 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
68. Results to Date
⢠More than 7.4 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
69. #17: Social media are free in
any ordinary sense of the
word (or at least ridiculously
inexpensive)
70.
71.
72. Total Cost for Mayo Clinic
Facebook, YouTube and Twitter
$0.00
94. The 37th Thesis
Applying social media in health care isnât
just inevitable: itâs the right thing to do in
the interest of patients.
95. Mayo Clinic Center for Social Media
⢠Mission: Lead the social media
revolution in health care, contributing
to health and well being for people
everywhere
â Grow social media use by Mayo Clinic
â Create resources for use at Mayo Clinic
that can be shared with organizations
wanting to use social media in health
and health care
97. 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
⢠Dues based on organization revenues
⢠Industry members, but no industry
grant funding
98. A word from our medical director,
Victor Montori, M.D.
99. What do you get?
⢠Access to resources to speed your
organizationâs adoption of social media
â Curriculum/Training materials
â Guidelines/Policies/Job Descriptions
â Technical services and support
⢠Free and discounted conferences,
webinars, member meetings
⢠Community, blogging platform options
⢠Member site for sharing, learning
101. Charter Members
⢠Mayo Clinic
⢠Bon Secours Health System
⢠Inova Health System
⢠Mission Health System
⢠Radboud University Nijmegen Medical
Centre, Netherlands
⢠Swedish Medical Center (Seattle)
102. For Further Interaction:
⢠Google Lee Aase or SMUG U
⢠@LeeAase on Twitter (or keep chatting
at #MCCSM)
⢠aase.lee@mayo.edu
⢠http://socialmedia.mayoclinic.org