Updated slides for my presentation at PIAA in Seattle Nov 7, 2013

1. Effective Use of Social Media in
Health Care
Lee Aase
Mayo Clinic Center for Social Media
November 7, 2013

2. THE Book on Social Media in Health
Care
• Essays from 30 thought
leaders
• The “Why?” of social media
in health care
• Net proceeds fund patient
scholarships
• Available on Amazon and
discount bulk orders on
CreateSpace (with offer
code Z4L7DBSN)

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
• Introduction to various social media tools to
increase your personal understanding, comfort
and confidence with social media
• Help you identify ways to mitigate risk while also
realizing the rewards of participation.

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

15. “I’ll bet I
could do
that!”
©2011 MFMER | 3139261-

17. 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 2003
• Media Relations/Research Comm
• Syndication and Social Media
• Director, Center for Social Media, 2010-present
©2011 MFMER | 3139261-

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23. One More Bonus
Reason

24. One more reason why you can do this...

25. Intro to Today’s FREE Tools
Blogs
RSS
Podcasts
Social Networks
YouTube
Slideshare
Wikis
Twitter

26. Intro to Blogs
• Just an easy-to-publish Web site that allows
comments
• Blogs in Plain English - Lee LeFever
• You read them all the time without even
knowing it
• Create a blog at wordpress.com or
blogger.com in less than a minute

27. RSS = Really Simple Syndication
• Lets you easily track dozens of blogs or other
Web sites without surfing
• Truly opt-in “email”
• RSS “baked in” to browsers
• Free Web-based options like Feedly

28. Podcasts
• TiVo for Audio (or video)
• Don’t need an iPod to use
• Series of segments to which you can
subscribe via RSS
• iTunes free for PC or Mac

29. Behold, the power of Social Networking!

30. Graham Lewis Aase
Born Oct. 31, 2013

31. Wikis
•
•
•
•
Collaborative editing tools
Wikipedia the most famous
4.3 million articles in English
Definitive stories quickly on
• 35W Bridge Collapse
• Virginia Tech shooting
• Sandy Hook shooting
• Boston Marathon bombing

33. YouTube
• World’s #2 search engine
• “The world has voted, and we want to watch
videos on YouTube.” - Andy Sernovitz,
SocialMedia.org

34. Slideshare.net: YouTube for PowerPoint

35. A Brief History of Social Media
at Mayo Clinic
©2011 MFMER | 3139261-

36. Answering a burning question...

37. It all started with a tornado...

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39. Mayo Clinic’s First Social Networkers

40. Social Networking is part of the
@MayoClinic DNA and is
fundamental to health care
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41. Mayo Clinic Medical Edge
Syndicated News Media Resources

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

43. Taking a step back: Content Creation/
“New Media” Task Force
• Public Affairs group met Oct. 2005 to July 2006
• Reviewed landscape and made
recommendations on initial strategies
• Process changes to create more in-depth
products - podcasting
• Save blogging for later

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

45. Beyond the Hypochondriac feed

46. Medical Edge Sample Sound Bite

48. Involuntary Social Network Representation
myspace.com/mayoclinic

50. Facebook: 11/7/07

51. A Pivotal Presentation

62. The Revolutionary impact of
consumer-grade video

64. Dramatically increased number of videos and
depth of content

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

66. The $4-a-month online newsroom

70. Let’s Talk “site” - May 2008

71. Sharing Mayo Clinic - January 2009

72. An Email from Dr. Noseworthy
• Paraphrased version: I know we’re doing a lot in
social media, but have we considered whether
a bigger investment is warranted?
• January 2010 meeting Dr. Noseworthy (CEO)
and Shirley Weis (CAO) endorsed concept of
Center for Social Media
• Gathered planning team from across Mayo
• Announced MCCSM, with 8.1 new FTE, in July

73. 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.

74. A Catalyst for Social Media
©2011 MFMER | slide-40

75. 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
• Individual memberships now available

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78. A Broader Historical Perspective...

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

84. 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

85. 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
Insurance plan
5
2010 study (n=119)
Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic;
*differs significantly from Q2-2010
©2011 MFMER | slide-20

86. #2: Electronic tools merely
facilitate broader, more efficient
transmission by overcoming
inertia and friction

88. #4: Social media are the third
millennium’s defining
communications trend

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

92. #7: Hand-wringing about merits
and dangers of social media is
as productive as debating
gravity

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

96. And if you do block, you’re not alone...

97. Does your organization maintain an
official presence on...
0
Facebook
Google+
LinkedIn
Pinterest
Twitter
YouTube
25
50
75
100

98. Are employees able to access social
networking sites from their computers
connected to the corporate network?
All
None
Some
36%
45%
19%

99. If not blocking, has access always
been available or was a decision
made to open?
Always Open
Formerly Blocked
37%
63%

100. If access is open, characterization of
problems experienced due to access
None
Moderate
Minor
44%
47%
9%

101. If access is open, is your organization
actively considering restricting
access?
Yes
No
Unsure
4%
22%
74%

102. What are the main reasons for
blocking access to these sites?
0
Network Bandwidth
Network Security
Employee Productivity
Privacy/Professionalism
Legal Liability
Other
25
50
75
100

103. Why it Matters:
The Pertussis Experience
• With introduction of DTP vaccine, U.S. pertussis
cases declined 90 percent in 15 years, from
120,000 cases in 1950 to 6,800 in 1965.
• For 37 years, cases never exceeded 10,000/yr.

104. Main Points of White Paper
• Social networking is pandemic in society
• Medical professionals have been less present in
online health discussions, with negative
consequences for human health
• Blocking doesn’t solve the problems it purports
to address
• Open access, clear policies and effective
education are the best solution to perceived
problems and mitigate the consequences of
provider absence

105. 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

107. #SocialAtMayo - May 2013

108. #17: Social media are free in
any ordinary sense of the word
(or at least ridiculously
inexpensive)

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

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

112. #18: As I approaches zero, ROI
approaches infinity

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

116. #33: Social media will decrease
diffusion time for medical
research and healthcare
innovations

117. Discovery by Richard Berger, M.D. Ph.D
UT Ligament Split Tear

126. 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 shortterm 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

133. 4 Ways to Connect
• Explore free Social Media Health Network
resources at network.socialmedia.mayoclinic.org
• News and selected curriculum posts
• Health Care Social Media List
• Get a free Guest account
• Commenting and additional access
• Claim your organization’s HCSML page
• Consider membership
• Individual or Associate
• Organization
• Attend an event

134. 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