Your Future Customers Are on Google and Facebook, Are You? #NatCon2013 Lee Aase Director, Mayo Clinic Center for Social Media April 8, 2013
Presentation to The National Council
Jan 28, 2015
Slides from my April 8, 2013 presentation to The National Council for Community Behavioral Healthcare
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Your Future Customers Are on Google and Facebook, Are You?
#NatCon2013Lee AaseDirector, Mayo Clinic Center for Social MediaApril 8, 2013
Learning Objectives
> Participants will be able to describe various social media platforms and their capabilities in relation to traditional means of communication
> Participants will be able to describe examples of concrete applications of social media tools in health care
> Participants will be able to discuss ways they can use social media tools to meet important business and practice needs
The Hidden Agenda
> You will see the transformational power of social media
> You will believe that using social media tools is worthwhile and that you can do it
> You will be armed with arguments and resources to make the case for social media
> You will experiment with social media at this conference
Two Heroes
Six Magic Words
Four Reasons Why They’re True for You
“I’ll bet I could do
that!”
About Lee Aase (@LeeAase)
> B.S. Political Science, Chemistry minor> 14 years in politics and government at local, state,
national levels> Mayo Clinic since April 2000
• Media relations consultant• Public Affairs Manager (2003-2010)• Director, Center for Social Media since July 2010
©2011 MFMER | slide-17
2010 Brand Preference SummaryHealth Care Decision-Makers Aged 25+
Mayo Clinic
AMC 1
AMC 2
AMC 3
AMC 4
AMC 5
AMC 6
AMC 7 0.7
0.7
0.8
0.9
1.1
2.5
3.5
6.1
0.6
0.9
1.0
1.6
2.3
3.6
4.1
12.5
1st Mention Add'l Mention
18.6%
7.6%
6.1%
3.4%
2.5%
1.8%
1.6%
1.3%
Total
2010 US Consumer Brand Monitor, decision-makers 25+, n=5,279
"If you can’t explain it to a six-year-old, you don’t understand it yourself."
Spot the analogy...
http://leeaase.me/WhatIsTheInternetAnyway
When we don’t understand something, we instinctively look for analogies> “What...do you write to it, like mail?”> Humans always try to explain the unknown in
familiar categories > If you don’t create comfortable analogies your
stakeholders will invent scary ones> Good analogies
• can overcome prejudice and misperception• resonate with professional/organizational culture
and DNA
Analogies for Social Media Tools
Blogs RSS
Podcasts Social Networks
Skype YouTube
Wikis Twitter
Slideshare uStream
Blogs> 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
RSS = Really Simple Syndication
> An email newsletter that can’t spam you> Lets you easily and quickly track dozens of Web
sites and search queries without surfing> Feedly.com replaces Google Reader> Browser options and smart phone or desktop
apps
Podcasts
> TiVo for audio (and also video)> Audio podcasts - opportunity for multitasking
content consumption> Don’t need an iPod to use> Series of segments to which you can subscribe
via RSS> iTunes free for PC or Mac
Social Networking Sites• With a billion Facebook users, analogies no
longer needed
• Typically free or freemium, but business models vary
• External free sites like Facebook, LinkedIn
• SaaS options such as Yammer, Chatter, Jive• Open Source, e.g. BuddyPress with
WordPress
Wikis
> Like “track changes” in Microsoft Word without inducing strabismus
> Collaborative editing tools> Wikipedia the most famous> 4.1 million articles in English> Definitive stories quickly on
• 35W Bridge Collapse• Sandy Hook shooting
YouTube> World’s second largest search engine
Slideshare.net: YouTube for PowerPoint
> A group blog with extremely short stories> Text messaging available on phones and
computers> A multifunction pager that uses your cell phone> A river of serendipitous news> A messaging platform in which you can control
the flow
A Story from Twitter
Ensuing Conversation
To paraphrase JFK...
> Ask not the intended purpose of the tools> Ask how you can apply the tools to your
intentions> No one better at this than...
The Greatness of MacGyver
> He’s from Minnesota> Lack of resources wasn’t an insurmountable barrier
to getting the job done> He saw potential in everyday situations*
A Brief History of Social Media at Mayo Clinic
Answering a burning question...
It all started with a tornado...
Mayo Clinic’s First Social Networkers
Dr. Henry Plummer: Inventor of the PMR
Mayo Clinic Medical EdgeSyndicated News Media Resources
> Existing Medical Edge radio mp3s> Launched Sept. ‘05; 8,217% download increase
Reasons for Reluctance about Blogging
> Keeping the content fresh> Wise use of resources
• Physician/Researcher• Public Affairs
> Authenticity - didn’t want to “ghost blog”
My First Blog Post - 7/30/06Lines from Lee
Beyond the Hypochondriac
Mayo Clinic Medical Edge TVSample Sound Bite
Recovering 99.41% for the 1-2%• Required almost no incremental MD effort• Process change - microphone on physician and
interviewer• 90 minutes of editing per interview• More than 60,000 “hits” and 62 comments on Dr.
Fischer’s podcast
Involuntary Social Networking Presence:http://myspace.com/mayoclinic
A Pivotal Presentation
YouTube: Feb. ’08
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 SocialMedia.org
The Revolutionary Power of Consumer-Grade Video
Transforming YouTube Channel
@MayoClinic on Twitter: 4/29/08
The $4-a-month online newsroom
Let’s Talk “site” - May 2008
Yammer - Feb. 2012
A Broader Historical Perspective...
Thesis #1: Air was the original social medium
©2011 MFMER | slide-18
Patient Word of Mouth
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
©2011 MFMER | slide-20
Sources Influencing Preferencefor Mayo Clinic
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)
#2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
#4: Social media are the third millennium’s defining communications trend
Gutenberg: Global Mass Literacy Zuckerberg: Global Mass Publishing
#7: Hand-wringing about merits and dangers of social media is as productive as debating gravity
What else do patients know about you?
For those who think blocking is a viable long-term option...
As Uncle Ben would say...
Not that Uncle Ben. This Uncle Ben
Key Elements
> All policies apply in social media, too• Privacy• Mutual Respect• Computer use
> Generally don’t “friend” patients> Remember the “front page” rule
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
#9: Mass media will remain powerful levers that move -- and are moved by -- social media buzz
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
The next day...
Six days later...
April 22
Sunday, May 3
May 4
May 10
May 11
May 12
May 15
Early Morning May 26
May 26, 2009: Live in StudioGood Morning America
Results to Date> More than 8.1 million views on YouTube> >1.5 million views on Sharing Mayo Clinic> From 200 views/month to 5,000 views/hour > National TV coverage in U.S. and Japan
#26: Your mileage may vary, but you’ll go a lot further if you get a car
#11: Social media strategies can help make a product, service or experience better
Dr. Sreenivas Koka
#13: Social media tools offer unprecedented opportunity for transformational change and productivity
Taking a page from Dr. Koka
ROI Calculation> Time allotted for recruitment calls: 30 min> Time to create video: 60 min> Time saved per call: 10 min> Calls made April-Nov 2011: 90> Total time saved: 900 minutes (and rising)> ROI: > 1,400%
#17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)
Total Cost for Mayo Clinic Facebook, YouTube and Twitter
$0.00
In the European Union, based on current exchange rates:
€0,00
#18: As I approaches zero, ROI approaches infinity
Unique Myelofibrosis Patients
0
100
200
300
400
2008 2009 2010 2011
MCF MCA
#35: Social technologies will transform healthcare
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.
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.
©2011 MFMER | slide-40
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
> Dues based on organization revenues> Industry members eligible to join, but not
accepting industry grant funding> >140 member organizations
The book on social media in health care...
• Essays from 30 Thought Leaders
• The “Why?” of health care social media
• Available on Amazon and discount bulk orders
• http://mayocl.in/OGvNCx
• Net proceeds fund patient scholarships#MCCSMbook
©2011 MFMER | slide-40
Free Resourcesnetwork.socialmedia.mayoclinic.org
Ways you can use Social Media tools> Marketing your services> Pitching stories to traditional media> Reputation management and overcoming negative
reviews> Communication efficiency> Establishing Thought Leadership> Building Rapport with current and prospective
patients> Overcoming stigma> Doing your work (whatever it is) more efficiently
and effectively
For Further Interaction:
> Google Lee Aase or SMUG U> [email protected]> @LeeAase> http://network.socialmedia.mayoclinic.org
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