My presentation October 5, 2010 for the Iowa Hospital Association Annual Meeting.

1. Bringing the Social Media
Revolution to Health Care
Lee Aase (@LeeAase)
Director, Mayo Clinic Center for Social Media
#MCCSM
October 5, 2010

2. Agenda: A One-Hour Taste of
Why Social Media Tools are:
• Immensely powerful
• Consistent with your organization’s
values (or should be)
• Practical and useful in health care
• Free (or ridiculously inexpensive)
• and...

4. 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
• Batteries not included
• Some assembly required
• Your mileage may vary

5. Six Magic Words
and
Four Reasons Why
They’re True for You

7. “I’ll bet I
could do
that!”

10. 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

15. 2009 Brand Preference Summary
Healthcare Decision-Makers Aged 25+
Total
Mayo Clinic 13 5.4
18.4%
AMC 1 4 2.5 6.6%
AMC 2 2 1.5 4.8%
AMC 3 2 1.4 3.4%
AMC 4 2 1.1 2.8%
AMC 5 1 1.3 2.3%
AMC 6 2 0.8 2.3%
1st Mention
2009 US Consumer Brand Monitor, n=3336 Add'l Mention

16. My First Blog Post

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

36. Mayo Clinic and Word of Mouth
• 91 percent of patients surveyed say
they have said “good things” to an
average of 40 people after a Mayo visit
• 85 percent say they recommended
Mayo to a friend
− Advised an average of 16 to come
− 5 actually came

37. 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

38. #2: Electronic tools merely
facilitate broader, more
efficient transmission by
overcoming inertia and
friction

40. #4: Social media are the
third millennium’s defining
communications trend

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

44. #7: Hand-wringing about
merits and dangers of social
media is as productive as
debating gravity.

45. What else do patients
know about you?
 Copyright 2009, Health Grades, Inc. All Rights Reserved.

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

50. Health Care Corollary:
Use Common Sense and Keep
it Professional

52. Basic Social Media Guidelines
for Health Care Professionals
• If you don’t have a pre-existing, real-life
friendship with patients, don’t create
one on Facebook
• If you do create Facebook friendship
with patients, do it with a purpose
• Apply the “Front Page” test to your
online postings

53. #10: Social media strategies
can’t compensate for an
inferior offering or bad service

54. United Breaks Guitars Breaks United

56. 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

57. The next day...

58. Six days later...

59. April 22

60. Sunday, May 3

63. May 4

64. Cinco de Mayo

65. May 10

67. May 11

68. May 12

69. May 15

70. Early Morning May 26

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

74. Results to Date
• More than 7 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

75. #17: Social media are free in
any ordinary sense of the
word (or at least ridiculously
inexpensive)

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

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

81. MSRP for HD Video Camera
$149.99

82. What’s wrong with this picture?

84. podcasts.mayoclinic.org

85. newsblog.mayoclinic.org

86. sharing.mayoclinic.org

87. Yearly Cost for a
Customized Blog
$75.00

88. #18: As I approaches zero,
ROI approaches infinity

91. The most harmful TV show in
U.S History?
• Married with Children?
• Baywatch?
• The Survivor series?
• The A-Team?

94. “Kids will take a chance.
If they don’t know,
they’ll have a go.”
-- Sir Ken Robinson, TED 2006

95. #29: Your kids aren’t smarter
than you are. They’re just
not afraid to look dumb.

96. #33: Social media will
decrease diffusion time for
research and innovations

97. Discovery by Richard Berger, M.D., Ph.D.
Ulnotriquetral (UT) Ligament Split Tear

98. Jayson Werth’s Experience

103. USA Today
Nov 12, 2009
3031031-7

105. Last Friday
3031031-9

106. Less than 24 hours after my initial appointment, I not
only had a new diagnosis - a UT split tear - but had
surgery to correct the problem. As I write this, my
right arm is in a festive green, but otherwise
annoying cast. The short-term hassle, however,
should be more than worth the long-term gain - the
potential for a future without chronic wrist pain. A
future, that without Twitter and those in the medical
community willing to experiment with new
communications tools, might not exist for me.
3031031-10

109. The 37th Thesis
Applying social media in health care isn’t
just inevitable: it’s the right thing to do in
the interest of patients.

110. What’s Next?

111. Mayo Clinic Center for Social Media
• Mission: Lead the social media
revolution in health care, contributing
to health and well being for people
everywhere
− Grow social media use by Mayo Clinic
− Create resources for use at Mayo Clinic
that can be shared with organizations
wanting to use social media in health
and health care

112. http://socialmedia.mayoclinic.org/

113. A word from our medical director,
Victor Montori, M.D.

114. 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

115. What do you get?
• Access to resources to speed your
organization’s adoption of social media
− Curriculum/Training materials
− Guidelines/Policies/Job Descriptions
− Technical services and support
• Free and discounted conferences,
webinars, member meetings
• Community, blogging platform options
• Member site for sharing, learning

117. Charter Members
• Mayo Clinic
• Bon Secours Health System
• Inova Health System
• Mission Health System
• Radboud University Nijmegen Medical
Centre
• Swedish Medical Center

118. For Further Interaction:
• Google Lee Aase or SMUG U
• @LeeAase on Twitter (or keep chatting
at #MCCSM)
• aase.lee@mayo.edu