Integrating Social Media in Your Hospital's Communications

Lee Aase
Mayo Clinic Center for Social Media
April 22, 2014
Integrating Social Media in Your
Hospital’s Communications
Monday, April 21, 2014

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

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.

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
• >100 member organizations

©2011 MFMER | slide-40
A Catalyst for Social Media

Agenda
• Making sense of the changing media landscape
• Reviewing “The Basics” and examples of
effective applications
• Newer platforms and criteria for adoption
• Integration of social media tools
• with each other
• with broader communications and marketing
strategies
• Measuring effectiveness and demonstrating ROI

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For most of the 20th Century...

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Every day these guys would define the
news...

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While local affiliates and newspapers
sold audiences to advertisers at
monopoly prices

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Then Ted Turner revolutionized TV

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...and one of these guys invented the
Internet

Although the traditional media didn’t
sense the magnitude of the coming
change...

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Because information
and the means of
dissemination were
democratized,
everyone became a
potential reporter

Mapping Media Landscape Changes
• From simple and expensive to complex and
“free”
• From gatekeepers to wide open spaces
• From money as major constraint to time and
creativity as limiting factor

Social Media Basics

FREE Twitter Modules in Social Media
Health Network Curriculum
• TW 100: Preparing to Create Your Twitter
Account
• TW 101: Getting Started with Twitter
• TW 110: How to Effectively Participate in a
Twitter Chat

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https://tweetdeck.twitter.com/

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http://www.symplur.com/healthcare-hashtags/

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http://tweetchat.com/

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Bonus Tip: Mobile Notifications

Twitter Application Ideas
• Emergency Team Activation Account
• Protected Tweets
• Mobile notifications
• Public Health/Prevention Campaigns
• Call-to-action in advertising

The Bad News on Facebook: Organic
Reach Plummeting

Organic Reach
• Only a small percentage will typically see any
given post. If your page has 1,000 likes:
• April 2012: 160
• February 2014: 60
• Future: 10-20
• Why? A lack of space in the newsfeed
• “On a given day, when someone visits
Newsfeed, there are an average of 1,500
possible stories we can show”

Pay to Advertise
• Promote page
• Boost posts
• Set a budget
• Cancel at any time

Good News and Best Practices
• Have a content plan (Buckets/Categories)
• Create share-worthy posts
• Keep it brief to evoke curiosity (and click-
throughs)
• Include Facebook sharing buttons on your
Web site or blog

Content Categories
• Health and wellness tips
• Treatment options
• Research updates
• News from your organization
• Patient Stories

The Revolutionary impact of
consumer-grade video

Dramatically increased number of videos
and depth of content

Unique Myelofibrosis Patients
0
100
200
300
400
2008 2009 2010 2011
MCF MCA

YouTube Applications
• Introducing new physicians to community
• Building rapport with new patients
• Making in-person encounters more efficient and
effective
• Answers to FAQs (e.g. vaccines, bike helmets)
• Video prescriptions

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5 Reasons to Blog
• Publish to the Web quickly and easily
• Improve search engine placement
• Give your static Web site a dynamic feel
• Enable engagement: commenting, sharing
• Create a home base for your social efforts
• Longer-form content
• An integration point
• You control look and feel

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Why do blogs help SEO?
• Frequent posts faster indexing by
seach engines
• Lots of links (inbound and outbound)
• Tags
• Wordpress: URLs include headline keywords

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Making Static Sites Dynamic
• Blogs can create RSS feeds based on
• Categories
• Tags
• Sidebar widgets can display headlines from any
feed
• More sophisticated custom integration

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Patient Stories Example

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Enabling Engagement
• Comments
• Sharing buttons for social networks
• Facebook
• Twitter
• LinkedIn
• Google+
• Others TBD

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Enabling Engagement

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Your Social Media Home Base
• Longer-form content (e.g. 400 words)
• Integration point
• Embed videos, slide decks
• Widgets - RSS, Twitter, surveys
• Match the look and feel to your Web site

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Your Social Media Home Base

Newer platforms to consider
• Google+
• Pinterest
• Vine
• Instagram

Search benefits...

Get your custom URL!! Make…
https://plus.google.com/u/0/b/
117843909302898250180/
Look like this…
http://Google.com/+MayoClinic
How?

Key Points on Pinterest
• Launched March 2010
• Fastest to reach 10 million users
• Overwhelmingly female (>70 percent)
• Extremely “sticky”

What about Vine and Instagram?
• Vine
• Purchased by Twitter Oct. 2012
• Six-Second Videos
• See “Fix in Six” by Lowe’s
• Instagram
• Purchased by Facebook in April 2012
• Square photos
• 15-second videos

It’s not a land rush

Integration
• How the tools work together
• How the tools work with traditional
communications
• Ideas for application

Social Platforms Working Together
• Blog as integration point
• Embedding videos, slide decks
• Sharing icons for other networks
• Exact duplication on multiple networks is NOT
recommended
• Saving a little time diminishes effectiveness
• Tailor posts for each platform

Working with Traditional Communications
• Newsletter becomes blog (too or instead)
• Publish when ready; no waiting for mailing
• Bonus features (e.g. embedded videos)
• Better pitching of journalists
• Hashtags in ads for engagement
• QR codes in ads, signage

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The Beauty of Bit.ly
• Bitly.com shortens links to save space in
tweets (but can be used in any platform)
• Much data available on bit.ly link clicks
• Mayo Clinic uses custom branded short
domain (MayoCl.in) to increase trust

Lee’s Social Media
Measurement Maxim:
As I approaches 0, ROI approaches
∞

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Main Ideas
• Measurement only matters in the context of
making or evaluating a decision
• Measurement reduces uncertainty and the
risk of being wrong

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One Quick Uncertainty-Reducing
Method: The Rule of 5
• Random sample of 5 values
• Quick way to get 93.75% estimate of median
• In a normal distribution, median and mean
will be the same

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Case Study:
“Massive” Exercise in
Salt Lake City

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Research Exercise
• Enter your weight in pounds. Feel free to round
down to the nearest 5.
• Enter the lower and upper bounds for your
estimate of the average (mean) weight for
everyone in the course.
• “I am 90 percent certain that the average weight
of people in this room is between ____ and ____
pounds.”

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Review of Results
• Smallest range guessed: 10 (150-160 and 165-175)
• Largest range guessed 195 (100-295)
• Percent of those including the mean: 83%
• Average range of those including mean: 93.7
• Average range of those not including mean: 35.0
• Actual Mean for Population: 167.2

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n=5 n=8 n=11
155 100 100
165 115 115
175 155 135
220 165 145
250 175 155
200 165
220 175
250 180
200
220
250

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“Mathless” CIs for Small Samples
Sample
Size (n)
_th smallest
_th largest
Confidence
5 1st 93.75%
8 2nd 93.0%
11 3rd 93.5%
13 4th 90.8%
16 5th 92.3%

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Lessons
• If you have a lot of uncertainty, just a few
measurements can tell you a lot
• The Mathless Method can get you a quick
answer that is better than most expert
estimates
• In this case, sampling produced better ranges
• n=5 produced a better range than 49 of 87
• n=11 produced a better range nearly 3X as
often as human guessing did (63 vs. 23)

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Fermi Decomposition
• Named after Nobel Prize winner Enrico Fermi
• For a big unknown, break the problem into
components you can measure or more
confidently estimate
• Classic question: How many piano tuners are
in Chicago?

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Fermi Decomposition
Number of Piano Tuners =
Population/people per household
x percent of households w/tuned pianos
x tunings per piano per year
/(tunings per tuner per day x workdays
per year)

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Develop Your 90% CI
• For each formula component, estimate the 90
percent confidence interval through
• Calibrated estimates of experts
• Rules of thumb/historical performance
• Surveys and sampling
• Direct measures where practical

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Monte Carlo Simulation
• Run a large number of calculations with
randomly generated values for each variable
• Expected outcome = value x probability

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Example: Adding staffer for
demand-generating videos
• Proposal is to hire an employee to shoot, edit
and upload videos to YouTube and add
annotations linking to appointment request
page, along with a phone number
• Goal is to increase demand in areas of practice
with favorable reimbursement
• Is this likely to generate demand that would pay
for the new employee?

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Break it down like Fermi
• Costs = Salary & Benefits + equipment +
software + travel
• Annual Benefit =
• NOI per patient x
• Number of New Patients

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Continuing the Decomposition
Annual Benefit =
NOI/Patient
x Patients/Video
x Videos/Week
x Weeks/Year

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Continuing the Decomposition
Annual Benefit =
NOI/Patient
x Patients/Video
x Videos/Week
x Weeks/Year
Annual Benefit =
NOI/Patient
x Patients/View
x Views/Video
x Videos/Week
x Weeks/Year

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Completing the Decomposition
Annual Benefit =
NOI/Patient
x Views/Video
x Patients/View
x Videos/Week
x Weeks/Year
Annual Benefit =
NOI/Patient
x Views/Video
x Clicks to Web Site/View
x (Online Appt Reqs/View
+ Phone Req/View)
x Patients/Appt Req
x Videos/Week
x Weeks/Year

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Developing the 90% CI
• How might you estimate
• Weeks per year worked by new employee?
• Average videos produced per week?
• Views per video?
• Annotation clicks per view?
• Appointment requests per annotation click?
• Phone appointment requests related to videos?
• Percent of requests likely to be fulfilled?
• NOI per patient?

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Do the Monte Carlo Simulation
• Apply the formula in 10,000 simulations with
random values from your 90% CI
• Videos/week (8-12)
• Weeks worked/year (48-50)
• Views/Video (500-1500)
• Annotation Clicks/Video View (.005-.02)
• Online appointment requests/annotation click
(0.01-0.03)
• Phone appointment requests/annotation click
(0.01-0.03)
• Appointments scheduled/request (0.5-0.8)
• NOI/Patient ($400-$800)

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• If it’s really that important, it’s something
you can define. If it’s something you think
exists at all, it’s something you’ve already
observed somehow
• If it’s something important and something
uncertain, you have a cost of being wrong
and a chance of being wrong
• You can quantify your current uncertainty
with calibrated estimates
Summary of Philosophy

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Summary of Philosophy
• You can compute the value of additional
information by knowing the “threshold” of the
measurement where it begins to make a
difference compared to your existing uncertainty.
• Once you know what it is worth to measure
something, you can put the measurement effort in
context and decide on the effort it should take.
• Knowing just a few methods for random sampling,
controlled experiments, Bayesian methods or
even merely improving on the judgments of
experts can lead to a significant reduction in
uncertainty.

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Other Measurement
Applications
• Adding a blog version of a print newsletter
• Better gauge of readership by adding
interaction
• Estimate costs/benefits of reducing print
• Building seminar attendance through
• Traditional methods (including advertising)
• Facebook ads

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Measurement Matters
Minimally...
• When the cost of being wrong is low
• When you don’t have to justify the decision to
anyone. Examples might be
• Protected Twitter account to activate
emergency response
• Shooting YouTube videos with existing staff
• Still, for long-term growth (and sanity)
demonstrating ROI can help make case for
resources

Opportunities to Dig Deeper
• Social Media Residency
• May 12 in Rochester
• Sept. 15 in Phoenix/Scottsdale
• Oct. 20 in Rochester
• Nov. 10 in Jacksonville
• Others TBD
• Social Media Week at Mayo Clinic Oct. 20-23
• Social Media Residency
• #MayoRagan Social Media Summit (with
pre-conference workshops)

For Further Interaction:
• Google Lee Aase or SMUG U
• @LeeAase on Twitter
• aase.lee@mayo.edu
• http://socialmedia.mayoclinic.org

Integrating Social Media in Your Hospital's Communications

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