Bringing the Social Media Revolution to the Last Frontier

Lee Aase Mayo Clinic Center for Social MediaSeptember 12, 2014

Bringing the Social Media Revolution to Health Care in The Last Frontier

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

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)

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

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

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

Social Media Week at Mayo ClinicOct. 20-23, 2014

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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

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Today’s Presentation is brought to you by the number

0

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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

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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

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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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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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0

5,000,000

10,000,000

15,000,000

20,000,000

RochesterBoston

BaltimoreCleveland

Los AngelesSan Francisco

New YorkPhiladelphia

Chicago

Metro Area Population for Best Hospitals

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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A precipitating event...

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Mayo Clinic’s First Social Networkers

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From their day through most of the 20th Century, reaching large audiences via media was simple but expensive...

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...or you could “earn” an audience by getting past one of these gatekeepers

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Big media sold audiences to advertisers at monopoly prices

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But then Ted Turner revolutionized TV...

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...one of these guys invented the Internet

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You could be forgiven for not having seen the coming social media revolution...

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Patient Word of Mouth (2010 figures)

2009 Patient Brand Monitor, n=900

• 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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Sources Influencing Preferencefor Mayo Clinic (2010)

Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic;*differs significantly from Q2-2010

5

5

13

25

26

29

33

48

62

82Word of mouth

News stories

Hospital ratings

Internet

MD recommendation

Personal experience

Advertising

Direct mail

Social media

Insurance plan2010 study (n=119)

Mayo Clinic Medical EdgeSyndicated News Media Resources

First Foray in “New” Media

• Existing Medical Edge radio mp3s

• Launched Sept. ’05

• Downloads increased 8,217% Oct. vs. Aug.

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Beyond the Hypochondriac feed

Mayo Clinic Medical Edge Sample Sound Bite

Involuntary Social Network Representationmyspace.com/mayoclinic

Facebook: 11/7/07

The Revolutionary impact of consumer-grade video

Dramatically increased number of videos and depth of content

Sharing Mayo Clinic - January 2009

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

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

Unique Myelofibrosis Patients

0

100

200

300

400

2008 2009 2010 2011 2012 2013

MCF MCA

Lee’s Law of Social Media Measurement (and Thesis #18):

As I approaches 0, ROI approaches

∞

Case Study #2:Traditional and Social Media Synergy

My Excellent Phillies Adventure

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

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

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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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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

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: $?

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

#SocialAtMayo - May 2013

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

Closing Case Study: Cardiac Amyloidosis Videos

Closing Case Study: Cardiac Amyloidosis Videos

Closing Case Study: Cardiac Amyloidosis Videos

• Improving quality of information available to patients worldwide

• Saving time, deepening conversations

• Referrals

• Academic standing and research opportunities

Seizing Serendipitous Opportunities: The Octogenarian Idol Example

• Embedded in Sharing Mayo Clinic, posted to Facebook, Tweeted on 4/7/09

The next day...

0

1,000

2,000

3,000

4,000

1,095

3,085

4/7/09

4/8/09

Total Views

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7,500

15,000

22,500

30,000

1,095 3,085

26,973

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4/13/09

Total Views

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64,778

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Total Views

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50,000

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200,000

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187,956

4/7/094/8

4/134/22

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Total Views

0

62,500

125,000

187,500

250,000

1,095 3,085 26,97364,778

187,956

228,055

4/7 4/8 4/13 4/225/3

5/4

Total Views

0

75,000

150,000

225,000

300,000

1,095 3,085 26,97364,778

187,956

228,055

292,766

4/7 4/8 4/13 4/22 5/3 5/4 5/5

Total Views

0

150,000

300,000

450,000

600,000

1,095 3,085 26,973 64,778

187,956228,055

292,766

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Total Views

0

175,000

350,000

525,000

700,000

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Total Views

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275,000

550,000

825,000

1,100,000

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1,002,122

4/7 4/8 4/13 4/22 5/3 5/4 5/5 5/10 5/12 5/15

Total Views

Early Morning May 26

May 26, 2009: Live in StudioGood Morning America

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

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

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: [email protected] • By phone: 507-538-1091