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I am on a panel this weekend in Washington, D.C. for the American Hospital Association. Here are my slides.
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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
©2011 MFMER | 3139261-
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
©2011 MFMER | 3139261-
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
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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
©2011 MFMER | 3139261-
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.
©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
• 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
©2011 MFMER | 3139261-
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: [email protected] • By phone: 507-538-1091