Slides from my April 8, 2013 presentation to The National Council for Community Behavioral Healthcare

1. Your Future Customers Are on Google
and Facebook, Are You?
#NatCon2013
Lee Aase
Director, Mayo Clinic Center for Social Media
April 8, 2013

2. Learning Objectives
> Participants will be able to describe various social
media platforms and their capabilities in relation
to traditional means of communication
> Participants will be able to describe examples of
concrete applications of social media tools in
health care
> Participants will be able to discuss ways they can
use social media tools to meet important
business and practice needs

3. The Hidden Agenda
> You will see the transformational power of social
media
> You will believe that using social media tools is
worthwhile and that you can do it
> You will be armed with arguments and resources
to make the case for social media
> You will experiment with social media at this
conference

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

6. “I’ll bet I
could do
that!”

9. About Lee Aase (@LeeAase)
> B.S. Political Science, Chemistry minor
> 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

14. 2010 Brand Preference
Summary
Health Care Decision-Makers Aged 25+ Total
Mayo Clinic 12.5 6.1
18.6%
AMC 1 4.1 3.5 7.6%
AMC 2 3.6 2.5 6.1%
AMC 3 2.3 1.1 3.4%
AMC 4 1.60.9 2.5%
AMC 5 1.0
0.8
1.8%
1.6%
AMC 6 0.9
0.7
1.3%
AMC 7 0.6
0.7
1st Mention Add'l Mention
2010 US Consumer Brand Monitor, decision-makers 25+, n=5,279
©2011 MFMER | slide-17

15. "If you can’t explain it to a six-year-
old, you don’t understand it yourself."

16. Spot the analogy...
http://leeaase.me/WhatIsTheInternetAnyway

17. When we don’t understand something,
we instinctively look for analogies
> “What...do you write to it, like mail?”
> Humans always try to explain the unknown in
familiar categories
> If you don’t create comfortable analogies your
stakeholders will invent scary ones
> Good analogies
• can overcome prejudice and misperception
• resonate with professional/organizational culture
and DNA

18. Analogies for Social Media Tools
Blogs RSS
Podcasts Social Networks
Skype YouTube
Wikis Twitter
Slideshare uStream

19. Blogs
> An easy-to-publish Web site that allows
comments
> Blogs in Plain English - Lee LeFever
> You read them all the time without even
knowing it

20. RSS = Really Simple Syndication
> An email newsletter that can’t spam you
> Lets you easily and quickly track dozens of Web
sites and search queries without surfing
> Feedly.com replaces Google Reader
> Browser options and smart phone or desktop
apps

21. Podcasts
> TiVo for audio (and also video)
> Audio podcasts - opportunity for multitasking
content consumption
> Don’t need an iPod to use
> Series of segments to which you can subscribe
via RSS
> iTunes free for PC or Mac

22. Social Networking Sites
• With a billion Facebook users, analogies no
longer needed
• Typically free or freemium, but business
models vary
• External free sites like Facebook, LinkedIn
• SaaS options such as Yammer, Chatter, Jive
• Open Source, e.g. BuddyPress with
WordPress

23. Wikis
> Like “track changes” in Microsoft Word without
inducing strabismus
> Collaborative editing tools
> Wikipedia the most famous
> 4.1 million articles in English
> Definitive stories quickly on
• 35W Bridge Collapse
• Sandy Hook shooting

25. YouTube
> World’s second largest search engine

26. Slideshare.net: YouTube for
PowerPoint

27. Twitter
> A group blog with extremely short stories
> Text messaging available on phones and
computers
> A multifunction pager that uses your cell phone
> A river of serendipitous news
> A messaging platform in which you can control
the flow

28. A Story from Twitter

30. Ensuing Conversation

32. To paraphrase JFK...
> Ask not the intended purpose of the tools
> Ask how you can apply the tools to your
intentions
> No one better at this than...

34. 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*

36. A Brief History of Social Media
at Mayo Clinic

37. Answering a burning
question...

38. It all started with a tornado...

40. Mayo Clinic’s First Social Networkers

41. Dr. Henry Plummer: Inventor of the PMR

42. Mayo Clinic Medical Edge
Syndicated News Media Resources

43. > Existing Medical Edge radio mp3s
> Launched Sept. ‘05; 8,217% download increase

44. Reasons for Reluctance about Blogging
> Keeping the content fresh
> Wise use of resources
• Physician/Researcher
• Public Affairs
> Authenticity - didn’t want to “ghost blog”

45. My First Blog Post - 7/30/06
Lines from Lee

46. Beyond the Hypochondriac

47. Mayo Clinic Medical Edge TV
Sample Sound Bite

48. 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

49. Involuntary Social Networking Presence:
http://myspace.com/mayoclinic

51. Facebook: 11/7/07

52. A Pivotal Presentation

60. YouTube: Feb. ’08

61. Joining The Blog Council
> Membership organization of blogging “companies”
> Typically Fortune 500 members
• Coca-Cola, P&G, Wells Fargo, etc.
• Mayo Clinic, Kaiser Permanente, U.S. Navy among
“non-traditional” members
> Now SocialMedia.org

62. The Revolutionary Power of
Consumer-Grade Video

63. Transforming YouTube Channel

64. @MayoClinic on Twitter: 4/29/08

65. The $4-a-month online newsroom

69. Let’s Talk “site” - May 2008

70. Sharing Mayo Clinic - Jan. 2009

71. Yammer - Feb. 2012

72. A Broader Historical Perspective...

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

79. Patient Word of Mouth
• 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
2009 Patient Brand Monitor, n=900
©2011 MFMER | slide-18

80. Sources Influencing Preference
for Mayo Clinic
Word of mouth 82
News stories 62
Hospital ratings 48
Internet 33
MD recommendation 29
Personal experience 26
Advertising 25
Direct mail 13
Social media 5
2010 study (n=119)
Insurance plan 5
Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic;
*differs significantly from Q2-2010
©2011 MFMER | slide-20

81. #2: Electronic tools merely
facilitate broader, more
efficient transmission by
overcoming inertia and
friction

83. #4: Social media are the
third millennium’s
defining communications
trend

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

87. #7: Hand-wringing about
merits and dangers of
social media is as
productive as debating
gravity

88. What else do patients
know about you?

90. For those who think blocking is a
viable long-term option...

92. As Uncle Ben would say...

93. Not that Uncle Ben. This Uncle Ben

95. Key Elements
> All policies apply in social media, too
• Privacy
• Mutual Respect
• Computer use
> Generally don’t “friend” patients
> Remember the “front page” rule

96. 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

97. #9: Mass media will
remain powerful levers
that move -- and are
moved by -- social media
buzz

98. 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

99. The next day...

100. Six days later...

101. April 22

102. Sunday, May 3

105. May 4

106. May 10

108. May 11

109. May 12

110. May 15

111. Early Morning May 26

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

115. Results to Date
> More than 8.1 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

116. #26: Your mileage may
vary, but you’ll go a lot
further if you get a car

117. #11: Social media
strategies can help
make a product, service
or experience better

118. Dr. Sreenivas Koka

119. #13: Social media tools
offer unprecedented
opportunity for
transformational change
and productivity

120. Taking a page from Dr. Koka

121. 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%

123. #17: Social media are free
in any ordinary sense of
the word (or at least
ridiculously inexpensive)

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

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

126. #18: As I approaches zero,
ROI approaches infinity

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

130. #35: Social technologies
will transform healthcare

139. 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.

140. 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.

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

142. 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

143. The book on social media in
health care...
• Essays from 30 Thought
Leaders
• The “Why?” of health
care social media
• Available on Amazon and
discount bulk orders
• http://mayocl.in/OGvNCx
• Net proceeds fund
patient scholarships
#MCCSMbook

144. Free Resources
network.socialmedia.mayoclinic.org
©2011 MFMER | slide-40

145. Ways you can use Social Media tools
> Marketing your services
> Pitching stories to traditional media
> Reputation management and overcoming negative
reviews
> Communication efficiency
> Establishing Thought Leadership
> Building Rapport with current and prospective
patients
> Overcoming stigma
> Doing your work (whatever it is) more efficiently
and effectively

146. For Further Interaction:
> Google Lee Aase or SMUG U
> aase.lee@mayo.edu
> @LeeAase
> http://network.socialmedia.mayoclinic.org