The document discusses the Mayo Clinic Center for Social Media and its mission to improve health globally through the effective application of social media. The Center aims to lead the social media revolution in healthcare. It outlines the Center's activities in establishing an online social media network for healthcare organizations, growing Mayo Clinic's social media presence, and sharing research online. It argues that social media are transforming healthcare by facilitating information sharing and that healthcare organizations should embrace these tools.

1. Can Social Media Improve
Health Care?
Mayo Clinic Dental Reviews
Lee Aase (@LeeAase)
Director, Mayo Clinic Center for Social Media
#MCCSM
April 1, 2011

3. Mayo Clinic Center for Social Media
• 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.

4. 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, but no industry
grant funding

5. One of my heroes...

9. Two More Heroes
Six Magic Words
Four Reasons Why
They’re True for You

11. “I’ll bet I
could do
that!”

14. 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

18. 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

19. My First Blog Post - 7/30/06

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

28. Reclaiming YouTube: Feb. ’08

29. 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

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

31. Podcast Blog: April ’08

32. Transforming YouTube Channel
• Started with Medical Edge TV foundation
• Coca-Cola Conversation @ Blog Council

33. The $4-a-month online newsroom

37. Let’s Talk “site” - May 2008

38. Sharing Mayo Clinic - Jan. 2009

39. Wordpress MU Platform

40. A Broader Historical Perspective...

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

48. 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

49. 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

50. #2: Electronic tools merely
facilitate broader, more
efficient transmission by
overcoming inertia and
friction

54. #4: Social media are the
third millennium’s defining
communications trend

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

57. If you’re still in doubt, ask these guys:

58. #7: Hand-wringing about
merits and dangers of social
media is as productive as
debating gravity.

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

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

63. #16: Social media tools
make the once-scarce power
of mass media available to
everyone

65. As Uncle Ben would say...

66. Not that Uncle Ben. This Uncle Ben

69. #17: Social media are free in
any ordinary sense of the
word (or at least ridiculously
inexpensive)

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

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

72. #18: As I approaches zero,
ROI approaches infinity

75. #28: Paying for advertising
while not taking advantage
of free online opportunities
isn’t particularly astute

76. #33: Social media will
decrease diffusion time for
research and innovations

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

78. Jayson Werth’s Experience

83. USA Today
Nov 12, 2009
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85. Last Friday
3031031-9

86. 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

90. And just this week...

93. #35: Social technologies will
transform healthcare

102. And just last month...

104. 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.

106. Dr. Will Mayo @ Northwestern

108. Are you not amazed and grateful
for today’s revolutionary
communication tools?

109. Will you join us in the Revolution?
http://socialmedia.mayoclinic.org/