My Sept. 12 presentation to the Alaska State Hospital and Nursing Home Association Annual Conference

1. Bringing the Social Media Revolution
to Health Care in The Last Frontier
Lee Aase
Mayo Clinic Center for Social Media
September 12, 2014

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)

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A Gift for Everyone

4. Bringing Hope to the (at least) Mediocre

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About Lee Aase (@LeeAase)
• B.S. in Political Science, Minnesota State
University
• 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 Communications
• Syndication and Social Media
• Director, Center for Social Media (2010)

6. 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.

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A Catalyst for Social Media

8. 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
• Much content available through free Guest
account
• Dues based on organization revenues, and
individual paid memberships also are available

10. Social Media Residency
• One-day crash course
• Intro to tools and hands-on experience
• Strategic framework for application
• 9/22 Baltimore
• 10/20 RST
• 11/10 Jacksonville

11. Social Media Week at Mayo Clinic
Oct. 20-23, 2014

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13. Agenda
• How social networking helped to build Mayo
Clinic and its brand
• An introduction to essential social media tools
• Bottom-line benefits of applying social media:
Three Case Studies
• Social Media Serendipity

14. Today’s Presentation is brought to
you by the number 0
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15. The Most Important Word in Web 2.0
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Intro to Today’s FREE Tools
Blogs RSS
Podcasts Social Networks
Skype YouTube
Wikis Twitter
Slideshare Pinterest/Instagram/
Vine

18. 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
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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

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

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Social Networking Sites

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

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YouTube
• World’s second largest search engine
• Google bought for $1.65 Billion
• “The world has voted, and we want to watch
videos on YouTube.” - Andy Sernovitz,
SocialMedia.org

29. Slideshare: YouTube for PowerPoint
• 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
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Behold, the Power of Slideshare...

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34. Pinterest, Instagram, Vine
• Pinterest - Global shared pin board with
overwhelmingly female user community
• Instagram and Vine - Mobile-first platforms for
photos and brief (6-15 second) videos
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37. Metro Area Population for Best Hospitals
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20,000,000
15,000,000
5,000,000
0
10,000,000
Rochester
Boston
Baltimore
Cleveland
Los Angeles
San Francisco
New York
Philadelphia
Chicago

38. What does Rochester have that they don’t?

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Social Networking is part of
Mayo Clinic’s DNA and is a
fundamental factor in its
success

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41. A precipitating event...

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43. Mayo Clinic’s First Social Networkers

44. From their day through most of the 20th
Century, reaching large audiences via
media was simple but expensive...
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45. ...or you could “earn” an audience by
getting past one of these gatekeepers
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46. Big media sold audiences to advertisers
at monopoly prices
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47. But then Ted Turner revolutionized TV...
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48. ...one of these guys invented the Internet
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49. You could be forgiven for not having seen the
coming social media revolution...
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50. • 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
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Patient Word of Mouth (2010 figures)
2009 Patient Brand Monitor, n=900

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

52. Mayo Clinic Medical Edge
Syndicated News Media Resources

53. First Foray in “New” Media
• Existing Medical Edge radio mp3s
• Launched Sept. ’05
• Downloads increased 8,217% Oct. vs. Aug.

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56. Beyond the Hypochondriac feed

57. Mayo Clinic Medical Edge Sample
Sound Bite

61. Involuntary Social Network Representation
myspace.com/mayoclinic

63. Facebook: 11/7/07

65. The Revolutionary impact of
consumer-grade video

69. Dramatically increased number of videos
and depth of content

70. Sharing Mayo Clinic - January 2009

71. By the Numbers:
Internet, Mobile and Social Networking
• 87% of U.S. adults use the Internet
• 91% own a cell phone; 63% use mobile Internet
• 78% of Internet users watch online videos
• 72% looked online for health information within
the past year.
• 7 in 10 have a profile on a social networking site
• Facebook 67%
• Twitter 16%
• Instagram 13%
• Tumblr 6%
Source: Pew Internet & American Life Project

72. ROI Case Study #1:
Reuben Mesa, M.D. and Myelofibrosis

74. Unique Myelofibrosis Patients
400
300
200
100
0
MCF MCA
2008 2009 2010 2011 2012 2013

75. Lee’s Law of Social Media
Measurement (and Thesis #18):
As I approaches 0, ROI approaches ∞

76. Case Study #2:
Traditional and Social Media Synergy

80. My Excellent Phillies Adventure

94. Social and Traditional Media Synergy
• YouTube video leads to USA Today story
• USA Today story leads to #wristpain Twitter chat
with explanatory videos and trainee list
• Twitter chat leads to patient procedure and blog
post
• Blog post leads to USA Today story

95. SMUG Thesis #9: Mass media
will remain powerful levers that
move - and are moved by - social
media buzz
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96. SMUG Thesis #10: Social media
strategies can’t compensate for
an inferior offering or bad service
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United Breaks Guitars Breaks United

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99. Case Study #3:
Patient Education Collaboration
• Traditional, scripted patient education videos are
costly and limited in application
• More demand than we can afford to supply
• Exploring alternative for videos covering FAQs
• Short, procedurally focused videos are ideal
• Huge potential savings (or expansion of video
availability)
• Crossover potential for demand generation

103. Calculating ROI
• Cost of shooting and editing < $200
• Cost of storage: $0
• Cost of distribution: $0
• Value of time saved
• (NG pts/year x minutes/pt x $/hr/60 x self-serve
%): $?,???
• Increase in patient satisfaction: $?,???
• Other “marketing” benefits: $?

104. Mayo Clinic Center for Social Media Strategy
• Represent Mayo Clinic well as a institution in
general-purpose social networking platforms
• Consult with Mayo stakeholders in developing
integrated social media strategies and provide
resources for execution (“Teach a man to fish...”)
• Professionalism Standards (Fishing etiquette)
• Platform Development (Fishing poles/nets)
• Training/Consultation (Fishing lessons)
• Offer these resources to peers and gather
community to develop and share best practices
through the Social Media Health Network

106. #SocialAtMayo - May 2013

108. Power, Flexibility of Community Platform
• Some content can be universally available
• Various levels of access based on individual
permissions for logged-in users
• Mobile optimized
• Option to link to Facebook, Twitter, LinkedIn
accounts
• Customization opportunities with possible cost
sharing on generally applicable feature requests
• Secure, HIPAA-compliant groups

116. Closing Case Study: Cardiac
Amyloidosis Videos

117. Closing Case Study: Cardiac
Amyloidosis Videos

118. Closing Case Study: Cardiac
Amyloidosis Videos
• Improving quality of information available to
patients worldwide
• Saving time, deepening conversations
• Referrals
• Academic standing and research opportunities

119. Seizing Serendipitous Opportunities:
The Octogenarian Idol Example
• Embedded in Sharing Mayo Clinic, posted to
Facebook, Tweeted on 4/7/09

120. The next day...

121. 4,000
2,000
1,000
0
3,000
1,095
3,085
4/7/09
4/8/09
Total Views

122. 30,000
15,000
7,500
0
22,500
1,095 3,085
26,973
4/7/09
4/8/09
4/13/09
Total Views

123. 70,000
35,000
17,500
0
52,500
1,095 3,085
26,973
64,778
4/7/09
4/8
4/13
4/22
Total Views

124. 200,000
100,000
50,000
0
150,000
1,095 3,085
26,973
64,778
187,956
4/7/09
4/8
4/13
4/22
5/3
Total Views

127. 250,000
125,000
62,500
0
187,500
1,095 3,085 26,973
64,778
187,956
228,055
4/7 4/8 4/13 4/22
5/3
5/4
Total Views

128. 300,000
150,000
75,000
0
225,000
Total Views
1,095 3,085 26,973
64,778
187,956
228,055
292,766
4/7 4/8 4/13 4/22 5/3 5/4 5/5

129. 600,000
300,000
150,000
0
450,000
Total Views
1,095 3,085 26,973 64,778
187,956
228,055
292,766
555,675
4/7/094/8/094/13/094/22/095/3/09 5/4/09 5/5/09 5/10/09

131. 700,000
350,000
175,000
0
525,000
Total Views
187,956228,055
1,095 3,08526,97364,778
292,766
555,675
692,713
4/7 4/8 4/13 4/22 5/3 5/4 5/5 5/10 5/12

132. 1,100,000
550,000
275,000
0
825,000
Total Views
187,956228,055292,766
1,0953,08526,97364,778
555,675
692,713
1,002,122
4/7 4/8 4/13 4/22 5/3 5/4 5/5 5/10 5/12 5/15

133. Early Morning May 26

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

137. Results to Date
• More than 10 million views on YouTube
• Over 1.5 million on Sharing Mayo Clinic
• From 200 views/month to 5,000 views/hour
• Validation of SMUG Thesis #26

138. #26: Your mileage may vary, but
you’ll go a lot further if you get a
car.

139. 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