My presentation to the Social Media Conference sponsored by the Hospital Association of New York State (HANYS)

1. Making Social Media Practical: Health
Applications for Transformative
Technologies in Organizations of All Sizes
Lee Aase, Director, Mayo Clinic Center for Social Media
Hospital Association of New York State
November 16, 2011

2. This time last week it was tomorrow...

3. Agenda
• Our social media experience
• My personal history of involvement
• Mayo Clinic’s journey and implications
• Why involvement in social media is not optional
any more than telephone use is
• Inspiration on how social tools can help you
accomplish your goals and better serve
patients, whatever your hospital’s size
• Encouragement to adopt a new way of thinking

4. The MacGyver Mindset

5. The Greatness of MacGyver
• He’s from Minnesota
• Lack of resources wasn’t an insurmountable
barrier to getting the job done
• He saw potential in everyday situations*

6. Reading Recommendations
• Chris Anderson - Free: The Future of a Radical
Price
• Clay Shirky - Here Comes Everybody: The Power
of Organizing without Organizations and Cognitive
Surplus
• Don Tapscott, Anthony Williams - Wikinomics
• Clayton Christensen - The Innovator’s Dilemma,
The Innovator’s Solution, and The Innovator’s
Prescription

7. Disclaimers and Rejoinders
• Yes, we are Mayo Clinic...YMMV
• ...but that makes some things harder for us
• Not “poor me” but not “poor you” either
• We do have staff dedicated to social media...
• ...but we didn’t start that way
• Some of our examples don’t apply directly...
• ...but it’s the thought that counts
• We aim to be a resource that makes your path
easier by helping you overcome resistance

8. Mayo Clinic Center for Social Media
• Established July 27, 2010
• Our Raison d’etre: 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.

9. External Advisory Board
• 29 members representing various perspectives
• Physicians (generalists and specialists), nurses,
patient advocates, administrative staff, medical
students
• David Harlow, Dana Lewis, Bob West are
members
• Board offers ideas and feedback as we develop
initiatives

10. Social Media Health Network
• Membership group associated with Mayo Clinic
Center for Social Media
• For organizations wanting to use social media to
promote health, fight disease and improve health
care
• Dues based on organization revenues
• Industry members eligible, but no grant funding
• >90 member organizations

11. A Sample of Network Members
• American Hospital Association
• Radboud University Nijmegen Medical Center
• Jamestown Regional Medical Center
• National Cancer Institute
• Children’s Hospital of Eastern Ontario
• Vanderbilt University Medical Center
• See Full List at http://socialmedia.mayoclinic.org/
network/

12. http://leeaase.me/GoliathDavid - 5/11/09

13. Gleanings from Gladwell
• Davids win all the time. The political scientist Ivan
Arreguín-Toft recently looked at every war fought in the
past two hundred years between strong and weak
combatants. The Goliaths, he found, won in 71.5 per
cent of the cases.
• What happened...when the underdogs acknowledged
their weakness and chose an unconventional strategy?
He went back and re-analyzed his data. In those cases,
David’s winning percentage went from 28.5 to 63.6.
When underdogs choose not to play by Goliath’s rules,
they win, (he) concluded, “even when everything we
think we know about power says they shouldn’t.”

14. The Graphic Key to this Presentation

15. Are you David
or
Goliath?

16. My Heroes
Six Magic Words
Four Reasons Why
They’re True for You

18. “I’ll bet I
could do
that!”

21. 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
• Public Affairs Manager (2003-2010)
• Director, Center for Social Media since July
2010

26. 2010 Brand Preference Summary
Health Care Decision-Makers Aged 25+
Total
Mayo Clinic 12.5 6.1
18.6%
AMC 1 4.1 3.5 7.6%
AMC 2 3.6 2.5 6.1%
AMC 3 2.3 1.1 3.4%
AMC 4 1.60.9 2.5%
AMC 5 1.0
0.8
1.8%
1.6%
AMC 6 0.9
0.7
1.3%
AMC 7 0.6
0.7
1st Mention Add'l Mention
2010 US Consumer Brand Monitor, decision-makers 25+, n=5,279
©2011 MFMER | slide-17

27. A Brief History of Social Media
at Mayo Clinic

28. Mayo Clinic Medical Edge
Syndicated News Media Resources

29. • Existing Medical Edge radio mp3s
• Launched Sept. ‘05; 8,217% download increase
©2011 MFMER | 3139261-

30. Which of your current projects could be
adapted for a social/new media component?
• Taking newsletters online to invite comments
and sharing through a blog
• Employees
• Patients/Communities
• CEO Emails: blog fodder to engage employees
• Flip videos to create rich media component for
text-based communications
• Sharing presentations via Slideshare.net
(narrated or not)
• May require process changes

31. Regrouping to Plan
Just as genomics is the future of personalized
medicine, personalized media are changing the
way people get the news and information they
want and need. But as genomics increasingly
supplements and improves traditional medicine
without replacing it, new media are helpful
additions to mainstream, mass media. We strongly
recommend reforming our processes to efficiently
produce content that can be used for both mass
media and personalized media.
Content Creation Task Force, 7/26/2006

32. We recommend a three-phase approach. First, take
our existing products and, with minimum
incremental effort, place them in new media formats.
Second... work across teams ... to make best use of
the audio and video production resources we have.
Third, get more resources... to produce timely or
even daily content...
We have not recommended a blog strategy at this
time, primarily because we have emphasized
developing audio and video content that could have
multiple uses in both mass media and personalized
media, with relatively limited physician involvement.

33. Reasons for Our Reluctance about Blogging
• Keeping the content fresh
• Wise use of resources
• Physician/Researcher
• Public Affairs
• Authenticity - didn’t want to “ghost blog”

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

35. Executing Phase One Strategy

36. Mayo Clinic Medical Edge TV
Sample Sound Bite

38. Recovering 99.41% for the 1-2%
• Required almost no incremental MD effort
• Process change - microphone on physician
and interviewer
• 90 minutes of editing per interview
• More than 60,000 “hits” and 62 comments on
Dr. Fischer’s podcast

39. First Social Media Consultant: Feb. 2007

40. Blogging an Event: Nov. 2007

41. Involuntary Social Networking Presence:
http://myspace.com/mayoclinic

43. You are not likely to
face this problem

44. Facebook: 11/7/07

45. A Pivotal Presentation

54. Comparing Stanford vs. SMUG
Stanford SMUG
Tuition $52,341 $0
% of Applicants 7.1% 100%
Admitted
Mean Student $80,677 $0
Loan Debt
Distinguished 1 President, 5
Alumni Justices, 6 TBD
Senators
Graduation Rate 95% 0

55. Second Consultant: Jan. 2008
“The world has voted, and we want to watch
videos on YouTube.”

56. Reclaiming YouTube: Feb. ’08

57. Joining The Blog Council
• Membership organization of blogging
“companies”
• Typically Fortune 500 members
• Coca-Cola, P&G, Wells Fargo, etc.
• Mayo Clinic, Kaiser Permanente, U.S.
Navy among “non-traditional” members
• Now the Social Media Business Council

58. Podcast Blog: April ’08

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

60. “Flipping” the YouTube Channel

61. The $4-a-month online newsroom

65. Let’s Talk “site” - May 2008

66. Sharing Mayo Clinic - Jan. 2009

67. October 2010 - Patient Video Guides

68. Why you can do something like this...
• Flip video makes content creation cheap
• Wordpress (or Wordpress.com) blog themes
have mobile-friendly formats
• None of the foregoing projects involved
significant cash outlays or staffing
• Your baseline is your baseline

69. Social Media Health Network Community
Feb. 2011

70. MayoClinic.org/Connect - Launched July ’11

71. A Broader Historical Perspective...

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

78. Mayo Clinic’s First Social Networkers

79. Patient Word of Mouth
• 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
2009 Patient Brand Monitor, n=900
©2011 MFMER | slide-18

80. Sources Influencing Preference
for Mayo Clinic
Word of mouth 82
News stories 62
Hospital ratings 48
Internet 33
MD recommendation 29
Personal experience 26
Advertising 25
Direct mail 13
Social media 5
2010 study (n=119)
Insurance plan 5
Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic;
*differs significantly from Q2-2010
©2011 MFMER | slide-20

81. #2: Electronic tools merely
facilitate broader, more efficient
transmission by overcoming
inertia and friction

83. #4: Social media are the third
millennium’s defining
communications trend

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

87. #7: Hand-wringing about merits
and dangers of social media is
as productive as debating
gravity

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

91. Implication
• You already have most of the risks... why not
also get some of the benefits from these
powerful tools?

93. Professionalism Project for Medical Residents

94. #9: Mass media will remain
powerful levers that move --
and are moved by -- social
media buzz

95. Octogenarian Idols
• Video of elderly couple from Ankeny, Iowa
playing piano in Gonda atrium
• Video shot by another patient in Sept. 2008 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 April 7, 2009

96. The next day...

97. Six days later...

98. April 22

99. Sunday, May 3

102. May 4

103. Cinco de Mayo

104. May 10

106. May 11

107. May 12

108. May 15

109. Early Morning May 26

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

113. Results to Date
• More than 7.7 million views on YouTube
• >1.5 million views on Sharing Mayo Clinic
• From 200 views/month to 5,000 views/hour
• National TV coverage in U.S. and Japan

114. #11: Social media strategies
can help make a product,
service or experience better

115. Dr. Sreenivas Koka

116. #13: Social media tools offer
unprecedented opportunity for
transformation change and
productivity

118. The Return on Investment
• Average time blocked for Network recruitment
calls: 30 minutes
• Time required for video production: 60 minutes
• Average time saved per recruitment call since
with video: 10 minutes
• Total calls made since April 1: 90
• Total minutes saved: 900
• ROI = 1,400%

119. #17: Social media are free in
any ordinary sense of the word
(or at least ridiculously
inexpensive)

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

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

122. #18: As I approaches zero,
ROI approaches infinity

125. #21: Technology makes things
possible. People make things
happen
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126. Spontaneous Coronary Artery Dissection

128. SCAD?
Findings being published in
MAYO CLINIC
PROCEEDINGS
September 2011 issue
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129. #34: Challenges of introducing
social media in your work are
not unique

131. Businesses Already Revolutionized
• Music - iTunes vs. Tower Records
• Classified Advertising - eBay, Craigslist
• Bookstores
• Movie rentals - Local, Blockbuster, Netflix
• All mass media
• Video cameras
• See The Innovator’s Dilemma; TI Solution and TI
Prescription - Clayton Christensen

132. One more thing...
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133. If you’re not sure how to start
in social media...
Here is a no-risk campaign you can join
now to promote awareness of the #1 killer
of men and women

134. It started with an email...
“Have you seen the Pink Glove Dance?
We should do something like that to
promote heart disease awareness?”

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136. Criteria for Mayo Clinic Heart Video Project
• Not a “me too” copycat
• Could (should) be fun, but with a serious educational
purpose
• Dancing to a popular song not enough
• Well-known original song for which we can do a
meaningful parody
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140. Our “Know Your Numbers” Premise
• It’s 30 years since their first encounter
• Tommy is a changed man
• He’s slowed down a bit
• He’s no longer obsessed with Jenny’s phone
number
• He drives a minivan
• Jenny hasn’t changed her phone number
• He’s calling to tell her about some more important
numbers. Instead of 876-5309, they are...
©2011 MFMER | 3139261-

141. See full video at: http://KnowYourNumbers.me
©2011 MFMER | 3139261-

142. Campaign Elements
• YouTube Video
• Facebook application with interactive
calculators for
• Heart attack risk
• LDL cholesterol
• Body Mass Index
• Contest site at http://knowyournumbers.me/

145. Ways you can join
• Go to http://knowyournumbers.me/ and sign up
• Individual Prizes: Social Media Summit
scholarship
• Team prizes: Social Media Health Network
membership for your organization
• Include a story in your newsletters
• Contact me to discuss other options...

146. For Further Interaction:
• @LeeAase on Twitter
• aase.lee@mayo.edu
• http://socialmedia.mayoclinic.org
• http://KnowYourNumbers.me