Slides from my August 9, 2012 presentation at the Health Care Social Media Summit sponsored by the Texas Hospital Association.

1. Strategic Application of Social Media
in Health Care
Lee Aase
Mayo Clinic Center for Social Media
August 9, 2012

2. About Lee Aase (@LeeAase)
• B.S. Political Science major, minor in Chemistry
• 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

4. Agenda
• What does it mean to be strategic?
• Plans vs. Planning
• A Spirited defense of Tactics and Execution
• Relating social media strategy to your overall
mission through the magic of Analogies
• A one-size-fits-most strategic mindset
• Examples and case studies
• Vigorous discussion and debate*

5. Strategic means...
• “relating to the identification of long-term or
overall aims and interests and the means of
achieving them”
• “carefully designed or planned to serve a
particular purpose or advantage”

6. Strategy ≠ Inertia
©2011 MFMER | slide-40

7. "If you wait until all the lights are
green before you leave home, you’ll
never get out of the driveway." -
Zig Ziglar
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8. "In preparing for battle, I have
always found that plans are useless,
but planning is indispensable."
Dwight D. Eisenhower
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9. An Analogy is...
• “a comparison between two things, typically on
the basis of their structure and for the purpose
of explanation or clarification”
• “a correspondence or partial similarity”
• “a thing that is comparable to something else in
significant respects”
• like a key that unlocks and opens minds

10. Analogies are helpful because they...
• Crystallize your thinking
• Clarify your communication

11. "If you can’t explain it to a six-year-
old, you don’t understand it yourself."
- Albert Einstein
©2011 MFMER | slide-40

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

13. 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
• Therefore to build support for your social media
applications
• You need to create comfortable analogies so
your stakeholders don’t invent scary ones
• Good analogies can overcome prejudice and
misperception

14. To use analogies to support applying
social media in a medical/scientific context
• Learn to think like a scientist
• Understand your organization’s culture/DNA to
explain social media in terms that resonate
• Develop deep knowledge of social media tools
and their capabilities

15. "If you can’t explain social media
tools to nuclear physicists and
cardiac surgeons in terms that are
relevant to them, you shouldn’t
expect their support."
- Lee Aase
©2011 MFMER | slide-40

16. Analogies on Social Media Tools
Blogs RSS
Podcasts Social Networks
Skype YouTube
Wikis Twitter
Slideshare uStream

17. 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

18. RSS = Really Simple Syndication
• An email newsletter that can’t spam you
• Lets you easily track dozens of blogs or other
Web sites without surfing
• Google Reader a free Web option
• Also browser options

19. Podcasts
• TiVo for audio (and now video)
• Don’t need an iPod to use
• Series of segments to which you can
subscribe via RSS
• iTunes free for PC or Mac

20. Social Networking Sites
• With 900 million Facebook users, analogies
no longer needed
• Typically free or freemium, but business
models vary
• External free sites like Facebook, LinkedIn
• Internal options such as Yammer, Chatter
• SaaS options, e.g. Jive
• Open Source, e.g. BuddyPress with
WordPress

21. Wikis
• Like “track changes” in Microsoft Word without
inducing strabismus
• Collaborative editing tools
• Wikipedia the most famous
• 4 million articles in English
• Definitive stories quickly on
• 35W Bridge Collapse
• Virginia Tech shooting

24. YouTube
• World’s second largest search engine

25. 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

26. A Twitter Case Study
Me: Are you based in Baltimore?
Me: I’m going to be there Tuesday for this conference.
(asae.center.or/hcc) on a panel RU available late pm?
Me: I’m flying out Tues at 6:45 p.m. Any avail in the later
afternoon? I think my panel is done about 2:30

27. Other Important Types of Platforms
• Slideshare.net: YouTube for PowerPoint
• uStream.tv: Your own global TV channel
• Pinterest.com - What analogy would you use?
• Mix, Match and Link

29. 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...

31. The History of Social Media
at Mayo Clinic

32. Mayo Clinic’s First Social Networkers

33. Dr. Henry Plummer

34. 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

35. 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
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36. Mayo Clinic Medical Edge
Syndicated News Media Resources

37. First Foray in “New” Media
• Existing Medical Edge radio mp3s
• Launched Sept. ‘05; 8,217% download increase

38. 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

39. 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.

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

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

42. Beyond the Hypochondriac Feed

43. Mayo Clinic Medical Edge TV
Sample Sound Bite

44. 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

46. Jan. ’07 - Warming to Blogging

47. Private Blog for Public Affairs

48. Free Wordpress.com option

49. First Social Media Consultant: Feb. 2007

50. @LeeAase on Twitter: 3/13/07

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

52. Blogging an Event: Nov. 2007

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

55. Facebook: 11/7/07

56. A Pivotal Presentation

65. Comparing Stanford vs. SMUG
Stanford SMUG
Tuition $52,341 $0

66. Comparing Stanford vs. SMUG
Stanford SMUG
Tuition $52,341 $0
% of Applicants 7.1% 100%
Admitted

67. Comparing Stanford vs. SMUG
Stanford SMUG
Tuition $52,341 $0
% of Applicants 7.1% 100%
Admitted
Mean Student $80,677 $0
Loan Debt

68. Comparing Stanford vs. SMUG
Stanford SMUG
Tuition $52,341 $0
% of Applicants 7.1% 100%
Admitted
Mean Student $80,677 $0
Loan Debt
Distinguished 1 President, 5
Alumni Justices, 6 TBD
Senators

69. Comparing Stanford vs. SMUG
Stanford SMUG
Tuition $52,341 $0
% of Applicants 7.1% 100%
Admitted
Mean Student $80,677 $0
Loan Debt
Distinguished 1 President, 5
Alumni Justices, 6 TBD
Senators
Graduation Rate 95% 0

70. Second Consultant: Jan. 2008
“The world has voted, and we want to watch
videos on YouTube.”

71. YouTube: Feb. ’08

72. 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

73. Transforming YouTube Channel

74. Podcast Blog: April ’08

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

76. The $4-a-month online newsroom

80. Let’s Talk “site” - May 2008

81. Sharing Mayo Clinic - Jan. 2009

82. 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.

83. 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
• >120 member organizations

84. A Sample of Network Members
• American Hospital Association
• Radboud University Nijmegen Medical Center
• Jamestown Hospital
• National Cancer Institute
• Vanderbilt University Medical Center
• See Full List at http://socialmedia.mayoclinic.org/
network/

85. A word from our CEO, John Noseworthy, M.D.

86. http://network.socialmedia.mayoclinic.org/
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87. http://connect.mayoclinic.org/
http://network.socialmedia.mayoclinic.org/

88. Yammer - Feb. 2012

89. Making the Business Case
©2011 MFMER | slide-40

90. ROI and the MRI
• Levels of medical knowledge
• MRI
• Biopsy
• Autopsy
• Quantifying comprehensive impact of social media
is impractical
• Incomplete data
• Confounding factors
• ROI biopsies give us important anecdotal
evidence

91. ROI Biopsy #1: Myelofibrosis

93. ROI Biopsy #2: Dr. Sreenivas Koka

95. ROI Biopsy #3: Network Recruitment

96. 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%

97. ROI Biopsy #4: UT Split Tear

98. Jayson Werth’s Experience

103. Nov 12, 2009
USA Today
3031031-7

105. Last Friday
3031031-9

106. 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

112. Making Music
©2011 MFMER | slide-40

113. 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

114. The next day...

115. Six days later...

116. April 22

117. Sunday, May 3

120. May 4

121. May 10

123. May 11

124. May 12

125. May 15

126. Early Morning May 26

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

130. 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

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132. Criteria for Mayo Clinic Heart Video Project
• Not a “me too” copycat
• Could (should) be fun, but with a serious educational
purpose
• Dancing to a popular song not enough
• Well-known original song for which we can do a
meaningful parody
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136. Our “Know Your Numbers” Premise
• It’s 30 years since their first encounter
• Tommy is a changed man
• He’s slowed down a bit
• He’s no longer obsessed with Jenny’s phone
number
• He drives a minivan
• Jenny hasn’t changed her phone number
• He’s calling to tell her about some more important
numbers. Instead of 876-5309, they are...
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137. See full video on our Mayo Clinic Facebook page
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138. Campaign Elements
• YouTube video
• Facebook application
• Wordpress/BuddyPress-based microsite
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139. Making a Difference
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140. Spontaneous Coronary Artery Dissection

142. As seen in the Wall Street Journal...

143. SCAD?
Findings being published in
MAYO CLINIC
PROCEEDINGS
September 2011 issue
©2011 MFMER | 3139261-

152. Potential Clinical Practice Applications
of Social Media Tools
• Patient orientation/wayfinding videos
• Patient education videos to reduce staff costs
and heighten impact, patient compliance
• Shared decision-making tools
• Moderated online support groups
• Your ideas?

153. Potential Research Applications of
Social Media Tools
• Publicizing research results
• Study recruitment
• Connections among researchers internally and
externally
• Leveraging existing platforms or creating
specific ones for research

154. Potential Education Applications of
Social Media Tools
• Promoting existing CME courses
• Videos to accompany residency rotations
• Increasing interaction in on-campus and CME
education
• A whole new way of conducting continuous
professional development

155. Potential Administration Applications
of Social Media Tools
• Collaboration across sites
• Building understanding and engagement among
employees, and helping leadership listen
• Improving staff training and reducing expenses
• Faster employee onboarding
• Your suggestions?

156. Takeaways
• Don’t reinvent the MRI
• Don’t hold social media to a higher ROI standard
than what you’re already doing
• Biopsies aren’t a complete picture, but they do
convey real knowledge
• When planning social media strategies, try to get
baseline data first to better quantify impact
• Join us in documenting and publishing the
concrete benefits

157. http://network.socialmedia.mayoclinic.org/
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158. http://network.socialmedia.mayoclinic.org/
©2011 MFMER | 3139261-

159. Closing Thoughts
• Social Media are the opposite of War Games
• You can’t avoid risks, so choose your risks
wisely

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