hbce social media and wellness presentation
DESCRIPTION
Presentation to the HBCE conference in Clearwater, FL on Jan. 29, 2013.TRANSCRIPT
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Lee AaseMayo Clinic Center for Social MediaJanuary 29, 2013
#HBCE
Bringing the Social Media Revolution to Health and Wellness
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The book on social media in health care...
• Thought Leader Essays
• The “Why?” of health care social media
• Available on Amazon
• MCCSM Bulk discounts
• http://mayocl.in/WuXT66 • Net proceeds will fund
patient scholarships#MCCSMbook
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Go visit Holly, Josiah and David
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For Everyone: Free Curriculum Samplermayocl.in/GSM105
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No Handouts Provided...or needed!http://www.slideshare.net/mayoclinic
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©2011 MFMER | 3139261-
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.
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©2011 MFMER | slide-40
A Catalyst for Social Media
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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
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Agenda• Education on social media
• Mayo Clinic social media history and examples• The historical import of social media
• Information and learning resources
• Inspiration on how social tools can help you accomplish your goals
• Provocation of thought and discussion
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The Hidden Agenda• You will see the transformational power of
social media
• You will want to join the Social Media Revolution
• You will have arguments you can use to make the case for engagement in your organization
• You will believe that using social media tools is worthwhile and that you can do it
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Two Heroes
Six Magic Words
Four Reasons Why They’re True for You
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“I’ll bet I could do
that!”
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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• Public Affairs Manager (2003-2010)• Director, Center for Social Media since July
2010
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©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
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Reason #5: You’ve done this before...
http://leeaase.me/WhatIsTheInternetAnyway
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Think like this guy...
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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*
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A Brief History of Social Media at Mayo Clinic
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Answering the burning question...
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It all started with a tornado...
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©2011 MFMER | 3139261-
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Mayo Clinic’s First Social Networkers
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Dr. Henry Plummer: Inventor of the PMR
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Mayo Clinic Medical EdgeSyndicated News Media Resources
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First Foray in “New” Media
• Existing Medical Edge radio mp3s
• Launched Sept. ‘05; 8,217% download increase
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Reasons for Reluctance about Blogging• Keeping the content fresh
• Wise use of resources• Physician/Researcher• Public Affairs
• Authenticity - didn’t want to “ghost blog”
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My First Blog Post - 7/30/06Lines from Lee
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Beyond the Hypochondriac Feed
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Mayo Clinic Medical Edge TVSample Sound Bite
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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
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Involuntary Social Networking Presence:http://myspace.com/mayoclinic
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Facebook: 11/7/07
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A Pivotal Presentation
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Comparing Stanford vs. SMUGStanford SMUG
Tuition $52,341 $0
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Stanford SMUG
Tuition $52,341 $0
% of Applicants Admitted 7.1% 100%
Comparing Stanford vs. SMUG
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Stanford SMUG
Tuition $52,341 $0
% of Applicants Admitted 7.1% 100%
Mean Student Loan Debt $80,677 $0
Comparing Stanford vs. SMUG
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Stanford SMUG
Tuition $52,341 $0
% of Applicants Admitted 7.1% 100%
Mean Student Loan Debt $80,677 $0
Distinguished Alumni
1 President, 5 Justices, 6 Senators
TBD
Comparing Stanford vs. SMUG
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Stanford SMUG
Tuition $52,341 $0
% of Applicants Admitted 7.1% 100%
Mean Student Loan Debt $80,677 $0
Distinguished Alumni
1 President, 5 Justices, 6 Senators
TBD
Graduation Rate 95% 0
Comparing Stanford vs. SMUG
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Jan. 2008
“The world has voted, and we want to watch videos on YouTube.”
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YouTube: Feb. ’08
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Joining The Blog Council (now SocialMedia.org)• Membership organization of blogging
“companies”
• Typically Fortune 500• Coca-Cola, P&G, Wells Fargo, etc.• Mayo Clinic, Kaiser Permanente, U.S. Navy
among “non-traditional” members
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“Flipping” our YouTube Channel
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@MayoClinic on Twitter: 4/29/08
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The $4-a-month online newsroom
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Let’s Talk “site” - May 2008
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Sharing Mayo Clinic - Jan. 2009
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http://network.socialmedia.mayoclinic.org/
http://connect.mayoclinic.org/
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Yammer - Feb. 2012
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A Broader Historical Perspective...
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Thesis #1: Air was the original social medium
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©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
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©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)
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#2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
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#4: Social media are the third millennium’s defining communications trend
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Gutenberg: Global Mass Literacy Zuckerberg: Global Mass Publishing
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#7: Hand-wringing about merits and dangers of social media is as productive as debating gravity
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If you think blocking is a viable long-term option...
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As Uncle Ben would say...
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Not that Uncle Ben. This Uncle Ben
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Key Elements• All policies apply in social media, too
• Privacy• Mutual Respect• Computer use
• Generally don’t “friend” patients
• Remember the “front page” rule
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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
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#9: Mass media will remain powerful levers that move -- and are moved by -- social media buzz
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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
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The next day...
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Six days later...
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April 22
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Sunday, May 3
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May 4
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May 10
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May 11
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May 12
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May 15
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Early Morning May 26
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May 26, 2009: Live in StudioGood Morning America
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Results to Date
• More than 8.3 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
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#26: Your mileage may vary, but you’ll go a lot further if you get a car
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#11: Social media strategies can help make a product, service or experience better
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Dr. Sreenivas Koka
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#13: Social media tools offer unprecedented opportunity for transformational change and productivity
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Too soon old...too late smart
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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%
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#17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)
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Total Cost for Mayo Clinic Facebook, YouTube and Twitter
$0.00
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In the European Union, based on current exchange rates:
€0,00
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#18: As I approaches zero, ROI approaches infinity
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Unique Myelofibrosis Patients
0
100
200
300
400
2008 2009 2010 2011
MCF MCA
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#21: Technology makes things possible. People make things happen
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As seen in the Wall Street Journal...
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SCAD?
Findings being published in
MAYO CLINICPROCEEDINGSSeptember 2011 issue
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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.
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Mayo Clinic CEO Dr. John Noseworthy at Mayo Clinic Social Media Summit - Oct. 2011
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Mayo Clinic CEO Dr. John Noseworthy at Mayo Clinic Social Media Summit - Oct. 2011
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For Further Interaction:• Google Lee Aase or SMUG U
• @LeeAase
• http://socialmedia.mayoclinic.org
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One more thing...
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Criteria for Mayo Clinic Heart Video Project• Not a “me too” copycat
• Could (should) be fun, but with a serious educational purpose
• Dancing to a popular song not enough
• Well-known original song for which we can do a meaningful parody
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Our “Know Your Numbers” Premise
• It’s 30 years since their first encounter
• Tommy is a changed man• He’s slowed down a bit• He’s no longer obsessed with Jenny’s phone
number• He drives a minivan
• Jenny hasn’t changed her phone number
• He’s calling to tell her about some more important numbers. Instead of 876-5309, they are...
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See the full video on YouTube
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For Further Interaction:• Google Lee Aase or SMUG U
• @LeeAase
• http://socialmedia.mayoclinic.org