This is my presentation from the HIMSS conference on Feb. 21, 2011 at the Orlando Convention Center

1. Bringing the Social Media
Revolution to Healthcare
Start Small. Think Big. Move Fast.
Lee Aase (@LeeAase)
Director, Mayo Clinic Center for Social Media
#MCCSM or #HIMSS11
February 21, 2011

2. One of my heroes...

4. Six Magic Words
Four Reasons Why
They’re True for You
Three More Heroes

6. “I’ll bet I
could do
that!”

9. 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
− Manager since 2004
− Media Relations/Research Comm
− Syndication and Social Media

13. 2009 Brand Preference Summary
Healthcare Decision-Makers Aged 25+
Total
Mayo Clinic 13 5.4
18.4%
AMC 1 4 2.5 6.6%
AMC 2 2 1.5 4.8%
AMC 3 2 1.4 3.4%
AMC 4 2 1.1 2.8%
AMC 5 1 1.3 2.3%
AMC 6 2 0.8 2.3%
1st Mention
2009 US Consumer Brand Monitor, n=3336 Add'l Mention

14. A Fourth Hero, Much Like the Second

15. MacGyver Meets Mayo

16. Starting with existing
resources...

17. Mayo Clinic Medical Edge
Syndicated News Media Resources

18. First Foray in “New” Media
• Existing Medical Edge radio mp3s
• Launched Sept. ‘05; Downloads up
8,217 percent Oct. vs. Aug.

19. Regrouping to Plan
Just as genomics is the future of personalized
medicine, personalized media are changing the
way people get the news and information they
want and need. But as genomics increasingly
supplements and improves traditional medicine
without replacing it, new media are helpful
additions to mainstream, mass media. We
strongly recommend reforming our processes
to efficiently produce content that can be used
for both mass media and personalized media.
Content Creation Task Force, 7/26/2006

20. We recommend a three-phase approach. First,
take our existing products and, with minimum
incremental effort, place them in new media
formats. Second... work across teams ... to make
best use of the audio and video production
resources we have. Third, get more resources...
to produce timely or even daily content...
We have not recommended a blog strategy at
this time, primarily because we have emphasized
developing audio and video content that could
have multiple uses in both mass media and
personalized media, with relatively limited
physician involvement.

21. My First Blog Post - 7/30/06

22. Jan. ’07 - Warming to Blogging

23. Private Blog for Public Affairs

24. Free Wordpress.com option

25. Executing Phase One Strategy

27. Personally Exploring Business
Uses of Facebook - Aug. ‘07

28. Blogging an Event: Nov. 2007

29. Discovering Involuntary Social
Network Representation

30. Facebook: 11/7/07

31. Reclaiming YouTube: Feb. ’08

32. Twitter: 4/29/08

33. Podcast Blog: April ’08

34. “Flipping” the Video Switch
• Coca Cola Conversation @ Blog Council
• “If a big brand like Coke is using the
Flip...”
• Result: >1,000 videos on Mayo Clinic
YouTube channel today.

35. The $4-a-month online newsroom

39. Benefits for Media Relations
• Nimble alternative to the news release
• “Try before you buy” for network
producers
• Sound and motion instead of word
pictures for pitches
• Lower threshold for “news”

40. Internal Wordpress Blog - May ’08

41. A Pivotal Presentation

52. Thesis #1: Air was the
original social medium

57. Mayo Clinic and Word of Mouth
• 91 percent of patients surveyed say
they have said “good things” to an
average of 40 people after a Mayo visit
• 85 percent say they recommended
Mayo to a friend
− Advised an average of 16 to come
− 5 actually came

58. Sources of Information Influencing
Preference for Mayo Clinic
Word of mouth 84
Stories in the media 57
MD recommendation 44
Advertising 27
Internet/Websites 26
Personal experience 24
Mailings to home 18
0 20 40 60 80 100

59. #2: Electronic tools merely
facilitate broader, more
efficient transmission by
overcoming inertia and
friction

61. #4: Social media are the
third millennium’s defining
communications trend

63. Gutenberg: Global Mass Literacy
Zuckerberg: Global Mass Publishing

64. #7: Hand-wringing about
merits and dangers of social
media is as productive as
debating gravity.

65. What else do patients
know about you?
 Copyright 2009, Health Grades, Inc. All Rights Reserved.

66. The Unholy Trinity of Social
Media Delay

67. The Disruptive Power of
Amateurs and Volunteers

69. If you think blocking is a viable
long-term option...

71. Implication
• You already have most of the risks...
why not also get some of the benefits
from these powerful tools?

72. As Uncle Ben would say...

73. Not that Uncle Ben. This Uncle Ben

75. Health Care Corollary:
Use Common Sense and Keep
it Professional

77. Basic Social Media Guidelines
for Health Care Professionals
• If you don’t have a pre-existing, real-life
friendship with patients, don’t create
one on Facebook
• If you do create Facebook friendship
with patients, do it with a purpose
• Apply the “Front Page” test to your
online postings

78. #9: Mass media will remain
powerful levers that move --
and are moved by -- social
media buzz

79. 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

80. The next day...

81. Six days later...

82. April 22

83. Sunday, May 3

86. May 4

87. Cinco de Mayo

88. May 10

90. May 11

91. May 12

92. May 15

93. Early Morning May 26

94. May 26, 2009: Live in Studio
Good Morning America

97. Results to Date
• More than 7.5 million views on YouTube
• >1.4 million views on Sharing Mayo Clinic
• From 200 views/month to 5,000 views/hour
• National TV coverage in U.S. and Japan

98. #17: Social media are free in
any ordinary sense of the
word (or at least ridiculously
inexpensive)

99. Total Cost for Mayo Clinic
Facebook, YouTube and Twitter
$0.00

100. In the European Union, based on
current exchange rates:
€0,00

101. MSRP for HD Video Camera
$149.99

102. What’s wrong with this picture?

103. sharing.mayoclinic.org

104. Yearly Cost for a
Customized Blog
$75.00

105. #18: As I approaches zero,
ROI approaches infinity

110. #33: Social media will
decrease diffusion time for
research and innovations

111. Discovery by Richard Berger, M.D., Ph.D.
Ulnotriquetral (UT) Ligament Split Tear

112. Jayson Werth’s Experience

117. USA Today
Nov 12, 2009
3031031-7

119. Last Friday
3031031-9

120. Less than 24 hours after my initial appointment, I not
only had a new diagnosis - a UT split tear - but had
surgery to correct the problem. As I write this, my
right arm is in a festive green, but otherwise
annoying cast. The short-term hassle, however,
should be more than worth the long-term gain - the
potential for a future without chronic wrist pain. A
future, that without Twitter and those in the medical
community willing to experiment with new
communications tools, might not exist for me.
3031031-10

124. 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.

125. Start Small. Think Big. Move Fast.
• Podcasts from existing mp3 files
• Longer podcasts by reworking video
interview process
• Free blog experiments (personal and
private for work group)
• Continuous planning, implementation
of small projects, low-risk experiments
• Build momentum with quick wins
• Proceed until apprehended

126. The Next Step in Applying the CFI
Philosophy:
Mayo Clinic Center for Social Media
and
Social Media Health Network

127. Starting Small

128. Internal Wordpress Blog

129. Thinking Big
• Mission: Lead the social media
revolution in health care, contributing
to health and well being for people
everywhere
− Grow social media use by Mayo Clinic
− Create resources for use at Mayo Clinic
that can be shared with organizations
wanting to use social media in health
and health care

130. 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, but no industry
grant funding

131. Charter Members
• Mayo Clinic
• Bon Secours Health System
• Inova Health System
• Mission Health System
• Radboud University Nijmegen Medical
Centre, Netherlands
• Swedish Medical Center (Seattle)

132. Recent Network Additions
• American Hospital Association
• Catholic Healthcare West
• Maricopa Integrated Health System
• Novant Health
• Sutter Health
• Vanderbilt University Medical Center
• Children’s Hospital of Eastern Ontario
• Virginia Community Healthcare Assoc

133. Member organizations receive...
• Access to resources to speed adoption
of social media
− Curriculum/Training materials
− Guidelines/Policies/Job Descriptions
− Technical services and support
• Free and discounted conferences,
webinars, member meetings
• Community, blogging platform options
• Member site for sharing, learning

134. Moving Fast
• Announced MCCSM 7/26/10
• Posted 8 new staff positions 8/15/10
• Named first 13 External Advisory Board
members, crowdsourcing plan 9/16/10
• Announced formation of Social Media
Health Network 9/26/10
• Crowdsourced Internal Advisory Group
• More than 80 phone conversations with
prospective Network members

135. Moving Fast
• Chose 17 new Advisory Board members
from >120 applicants - 1/26/11
• Hired 8th new staff member 2/4/11
• Naming Internal Advisory Group (from
>100 applicants) this week
• Launched videotours.mayoclinic.org
• Launched Wordpress MU platform,
migrated Mayo blogs from Wordpress.com
• 32 Social Media Health Network member
organizations as of 2/15/11

136. Launched Feb. 10

137. Member Site Features
• Practical, step-by-step “how to”
curriculum
• Sharing of Case Studies, Practices
• Prudential curriculum on Privacy,
Professionalism, Ethics
• Forums for discussion
• Wikis for collaborative resource
development
• Networking with peers

138. Upcoming Events
• Webinars
• Social Media Summit in Jacksonville
− March 14-15: Workshops and
Conference w/Ragan Communications
− March 16: Member Meeting/
Unconference

139. For Further Interaction:
• @LeeAase on Twitter (or keep chatting
at #MCCSM)
• aase.lee@mayo.edu
• http://socialmedia.mayoclinic.org