American Hospital Association Social Media Panel

Lee Aase Mayo Clinic Center for Social MediaMay 4, 2014

Social Media Synergy in Healthcare

Three Claims to Fame for Rochester, MN• Mayo Clinic

• Patients from every U.S. state and >140 countries every year

• More than 1 of 5 travel >500 miles• Celebrating Sesquicentennial this year

• IBM’s largest facility (in square feet), and...

Agenda• How social networking built Mayo Clinic’s brand• How changes in the media landscape have

created opportunities (and challenges)• Bottom-line benefits of applying social media:

Two Case Studies• Future directions and applications

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150 Years Ago

A precipitating event in 1883...

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Mayo Clinic’s First Social Networkers

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Social Networking is part of the Mayo Clinic DNA and is fundamental to health care

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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

Then along came the Internet:

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Sources of Information 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)

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.

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

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Opening New Opportunities and Shifting the Balance in Media and Social Networking

• From simple and expensive to complex and “free”

• Overcoming barriers of time and space• Diminishing “big media” oligopoly

• From Almighty Dollar to King Content• From MacArthur to McGyver

Case Study #1:The Power of Consumer-Grade Video

Unique Myelofibrosis Patients

0

100

200

300

400

2008 2009 2010 2011 2012 2013

MCF MCA

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

A 2009 Email from Dr. Noseworthy• Paraphrased version: I know we’re doing a lot in

social media, but have we considered whether a bigger investment is warranted?

• January 2010 meeting Dr. Noseworthy and Shirley Weis endorsed concept of Center for Social Media

• Planning team from across Mayo gathered• Announced MCCSM in July 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

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)

Applying Social Media Throughout Mayo Clinic

• Mayo Clinic Connect community

• Mayo Clinic News Network• Research

• Recruitment for clinical trials• Therapeutic applications

• Education• Continuing education promotion• Integration within courses

Social Media Residency• One-day crash course

• Intro to tools and hands-on experience• Strategic framework for application

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For Further Interaction:• Google Lee Aase or MCCSM

• @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