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E-Mental Health and Word of Mouth

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My presentation on Thursday, Oct. 15 2009 at the First International E-Mental Health Summit in Amsterdam, the Netherlands.

Publicado en: Salud y medicina, Tecnología
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E-Mental Health and Word of Mouth

  1. 1. Is Social Media the new Word-of- Mouth (WOM) for e-Mental Health? Lee Aase Manager, Syndication and Social Media Mayo Clinic #ementalhealth09 October 15, 2009
  2. 2. Disclaimers • These results not typical • Use as directed • Read and follow label directions • Side effects may include vertigo, watery eyes, crackberry thumb and iPhone application addiction • Social media tools are an essential part of a balanced communications diet • If insufficient media coverage persists, consult your communications doctor • Your mileage may vary
  3. 3. Disclosure of Conflicts • No financial interest in any product or service mentioned in this presentation • Full-time salaried employee of Mayo Clinic
  4. 4. 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
  5. 5. A Grandpa who appreciates the power of Facebook
  6. 6. No genius necessary...
  7. 7. The MacGyver Mindset
  8. 8. Hospitals Using Social Media (via @EdBennett)
  9. 9. Growth of YouTube vs. Twitter
  10. 10. Mayo Clinic’s Social Media Experience
  11. 11. Mayo Clinic’s Origin
  12. 12. 17 Sources of Information Influencing Preference for Mayo Clinic Word of mouth Stories in the media MD recommendation Advertising Internet/Websites Personal experience Mailings to home 0 20 40 60 80 100 18 24 26 27 44 57 84
  13. 13. Mayo Clinic and Word of Mouth • 91 percent of patients surveyed say they have said “good things” to an average of 40 people following a Mayo visit • 85 percent say they recommended Mayo to a friend − Advised an average of 16 to come − 5 actually came
  14. 14. Mayo Clinic Medical Edge News Media Syndications
  15. 15. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  16. 16. Step 2: More, Longer Podcasts
  17. 17. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
  18. 18. Key Tool: Flip Video Camera* • Affordable for all campuses (and you) • Recording interviews (with tripod) improves existing processes • Authenticity without writer’s cramp • Provides potential blog resources − Audio of full interview − Video excerpts • Limited group of video editors to ease adoption, ensure quality
  19. 19. Cost for a Standard Definition Flip Video Camera $150.00HD available for an additional $80
  20. 20. HD: Worth the Investment
  21. 21.
  22. 22.
  23. 23. Sharing Mayo Clinic • Gathering global Mayo community − Patients telling their stories − Employee bloggers recruited from throughout organization − Video profiles of patients/staff • Hub to integrate Mayo social media • Interactive companion to print edition •
  24. 24.
  25. 25. Complying with Privacy Regulations • Comments moderated to prevent privacy breaches − Patients can divulge own info in comments − When comments aren’t from patient, de- identify • Get HIPAA releases for special comments or video we shoot and upload
  26. 26. Where Sharing Mayo Clinic Fits • News Blog - Breaking research news; “Hard” news - Like U.S News, Time • Podcast Blog - Evergreen “news you can use” - Like Prevention • Sharing Mayo Clinic - Features; behind the scenes at Mayo Clinic, and stories from patients in their own words - Like People
  27. 27. Other Blogs... • Health Policy Center Blog • Physician Update Blog - For referring MDs but not limited to them • Diversity in Education Blog • Advancing the Science - Medical science blog - our medical version of Scientific American
  28. 28. Yearly Cost for a Customized Blog $75.00
  29. 29. The Next Big Thing: Radio Syndication
  30. 30. Healthline becomes Medical Edge Weekend • Host is Mayo Clinic M.D. with 20 years local radio experience • Previous syndication not feasible − 1999: Unlikely profitable − 2008: $20K/month unavailable • Opportunity for creative application of social media tools
  31. 31. The MacGyver Syndication Plan • Production continues at KROC-AM • Segments delivered to affiliates as mp3 files for next week’s broadcast • Topic for live production posted to blog, promoted via Twitter • Listen live through audio stream from flagship station • Podcasts posted 9 days later
  32. 32. Official Launch Last Month • Already a “win”: formerly local program now on >10 stations, including international • Gradual growth is practical because costs are nearly $0.00 • Unbridling a physician’s passion • Significant new social media content • Questions “tweeted” from four continents
  33. 33. Follow Medical Edge Weekend Progress • • #mayoradio • @mayoclinic
  34. 34. Stephen Covey’s “8th Habit” Going beyond effectiveness to greatness
  35. 35. “8th Habit” Opportunity I can go to any group, and I do it all the time, all over the world, and I ask a simple question: “How many honestly believe that the vast majority of the workforce in your organizations possess more talent, more intelligence, more capability, more creativity, more resourcefulness than their present jobs require or even allow them to use?” Literally, almost everyone raises their hands…. Think of the loss of what we could call “voice,” of people’s intelligence, capability, creativity. And yet I can ask the next question: … “How many feel pressured to produce more for less?” and you know what, the same amount of hands go up. Now just put those two questions together: Here there’s this enormous capability and talent and intelligence, and also this great pressure to produce more for less, and they’re not able to even use it. -- Stephen Covey
  36. 36. Stephen Covey’s “8th Habit” Going beyond effectiveness to greatness “Find your voice and inspire others to find theirs”
  37. 37. Giving Voice to Some Stories...
  38. 38. Twitter Case Study: Listening
  39. 39. Ensuing Conversation
  40. 40. Affirming our Employees Dear staff, This 4 minute video actually made me tear up…the patients mentioning our Judd Sessions, classes and pamphlets…in relation to their satisfaction with their care. How wonderful to hear. The patient/family testimonials reminded me how we are making a difference through patient education in the lives of our patients/families.
  41. 41. Jillayn Hey’s “Remarkable” Story “One statement has stuck out above all of the medical jargon written by the surgeons and various nurses who cared for me, and that is this: ‘patient's stay was unremarkable.’ Well, although things went fairly smoothly after a difficult surgery, I would like to say that there was nothing unremarkable about my experience with Mayo.”
  42. 42. Therapeutic Storytelling... “I recently read an (Utne Reader) article ... (which said) that through telling our personal stories of illness and disease, we assist in creating a new story of wellness that facilitates healing and in turn directs a person towards recovery. This is just one aspect that Sharing Mayo Clinic provides. It is not only an opportunity for many patients and perhaps future patients to tell their unique stories to work their way towards health but it also provides a voice for its employees to share parts of their daily work which I know must include joy and sorrow as some of us become well and some of us unfortunately do not. In my opinion, this is just another area that Mayo is ahead of the curve in caring for its patients and obviously their employees as well.”
  43. 43. Don’t (just) pitch the media. Be the media.
  44. 44. Enhancing Distribution of Patient-Generated Content • Alerted to interesting video of elderly couple playing piano in Gonda atrium • Embedded in Sharing Mayo Clinic, posted to Facebook, Tweeted on 4/7/09 • Video had been seen 1,005 times in six preceding months since upload
  45. 45. The next day...
  46. 46. Six days later...
  47. 47. April 22
  48. 48. Sunday, May 3
  49. 49. May 4
  50. 50. Cinco de Mayo
  51. 51. May 10
  52. 52. May 11
  53. 53. May 12
  54. 54. A sampling of the comments...
  55. 55. May 15
  56. 56. Early Morning May 26
  57. 57. May 26, 2009: Live in Studio Good Morning America
  58. 58. May 28, 2009
  59. 59. Results to Date • More than 4.6 million views on YouTube • More than 1.4 million views on Sharing Mayo Clinic • Before posting to Sharing Mayo Clinic: 1,000 views in six months • After posting, Facebooking and Tweeting: 5,000 views per hour
  60. 60. Lessons • Your mileage may vary, but... • You’ll go a lot farther if you get a car.
  61. 61. Summary •Twitter, Facebook, YouTube: $0 •Sharing Mayo Clinic blog: $75 •Bringing joy to the world through music: Priceless
  62. 62. Immense Potential • Marketing we couldn’t buy at any price − 500,000 annual unique patients, 50,000 employees as ambassadors • More efficient care delivery − Patient support groups − Chronic disease management − Workplace Collaboration • Free versions let you prove concept, gauge readiness
  63. 63. Tips on Personal Steps to Explore • Establish a permanent personal email • Get profiles in Facebook, LinkedIn • Get a Twitter account • Get a Flip camera (or iPhone 3G S?) • Create a personal YouTube account • Start a personal Blog
  64. 64. Visit Mayo Clinic Social Media Sites • Follow, subscribe or “Fan” − − − − 7673082516 • Consider sharing your Mayo Clinic story
  65. 65. Starter Steps for Organizations • Claim your Twitter “handle” • Create a Facebook “fan” page • Create a YouTube channel • For Extra Credit: If you have organizational commitment, create a multi-author blog
  66. 66. “Kids will take a chance. If they don’t know, they’ll have a go.” -- Sir Ken Robinson, TED 2006
  67. 67. “Your kids aren’t smarter than you are. They’re just not afraid to look dumb.”
  68. 68. Contact Me • Google Lee Aase or SMUG U • • @LeeAase on Twitter