1. Making Social Media Practical: Health
Applications for Transformative
Technologies in Organizations of All Sizes
Lee Aase, Director, Mayo Clinic Center for Social Media
Hospital Association of New York State
November 16, 2011
3. Agenda
• Our social media experience
• My personal history of involvement
• Mayo Clinic’s journey and implications
• Why involvement in social media is not optional
any more than telephone use is
• Inspiration on how social tools can help you
accomplish your goals and better serve
patients, whatever your hospital’s size
• Encouragement to adopt a new way of thinking
5. 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*
6. Reading Recommendations
• Chris Anderson - Free: The Future of a Radical
Price
• Clay Shirky - Here Comes Everybody: The Power
of Organizing without Organizations and Cognitive
Surplus
• Don Tapscott, Anthony Williams - Wikinomics
• Clayton Christensen - The Innovator’s Dilemma,
The Innovator’s Solution, and The Innovator’s
Prescription
7. Disclaimers and Rejoinders
• Yes, we are Mayo Clinic...YMMV
• ...but that makes some things harder for us
• Not “poor me” but not “poor you” either
• We do have staff dedicated to social media...
• ...but we didn’t start that way
• Some of our examples don’t apply directly...
• ...but it’s the thought that counts
• We aim to be a resource that makes your path
easier by helping you overcome resistance
8. Mayo Clinic Center for Social Media
• Established July 27, 2010
• 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.
9. External Advisory Board
• 29 members representing various perspectives
• Physicians (generalists and specialists), nurses,
patient advocates, administrative staff, medical
students
• David Harlow, Dana Lewis, Bob West are
members
• Board offers ideas and feedback as we develop
initiatives
10. 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, but no grant funding
• >90 member organizations
11. A Sample of Network Members
• American Hospital Association
• Radboud University Nijmegen Medical Center
• Jamestown Regional Medical Center
• National Cancer Institute
• Children’s Hospital of Eastern Ontario
• Vanderbilt University Medical Center
• See Full List at http://socialmedia.mayoclinic.org/
network/
13. Gleanings from Gladwell
• Davids win all the time. The political scientist Ivan
Arreguín-Toft recently looked at every war fought in the
past two hundred years between strong and weak
combatants. The Goliaths, he found, won in 71.5 per
cent of the cases.
• What happened...when the underdogs acknowledged
their weakness and chose an unconventional strategy?
He went back and re-analyzed his data. In those cases,
David’s winning percentage went from 28.5 to 63.6.
When underdogs choose not to play by Goliath’s rules,
they win, (he) concluded, “even when everything we
think we know about power says they shouldn’t.”
21. 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
30. Which of your current projects could be
adapted for a social/new media component?
• Taking newsletters online to invite comments
and sharing through a blog
• Employees
• Patients/Communities
• CEO Emails: blog fodder to engage employees
• Flip videos to create rich media component for
text-based communications
• Sharing presentations via Slideshare.net
(narrated or not)
• May require process changes
31. 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
32. 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.
33. Reasons for Our Reluctance about Blogging
• Keeping the content fresh
• Wise use of resources
• Physician/Researcher
• Public Affairs
• Authenticity - didn’t want to “ghost blog”
38. 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
57. 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 the Social Media Business Council
68. Why you can do something like this...
• Flip video makes content creation cheap
• Wordpress (or Wordpress.com) blog themes
have mobile-friendly formats
• None of the foregoing projects involved
significant cash outlays or staffing
• Your baseline is your baseline
94. #9: Mass media will remain
powerful levers that move --
and are moved by -- social
media buzz
95. Octogenarian Idols
• Video of elderly couple from Ankeny, Iowa
playing piano in Gonda atrium
• Video shot by another patient in Sept. 2008 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 April 7, 2009
113. Results to Date
• More than 7.7 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
114. #11: Social media strategies
can help make a product,
service or experience better
116. #13: Social media tools offer
unprecedented opportunity for
transformation change and
productivity
117.
118. The Return on Investment
• Average time blocked for Network recruitment
calls: 30 minutes
• Time required for video production: 60 minutes
• Average time saved per recruitment call since
with video: 10 minutes
• Total calls made since April 1: 90
• Total minutes saved: 900
• ROI = 1,400%
119. #17: Social media are free in
any ordinary sense of the word
(or at least ridiculously
inexpensive)
120. Total Cost for Mayo Clinic Facebook,
YouTube and Twitter
$0.00
129. #34: Challenges of introducing
social media in your work are
not unique
130.
131. Businesses Already Revolutionized
• Music - iTunes vs. Tower Records
• Classified Advertising - eBay, Craigslist
• Bookstores
• Movie rentals - Local, Blockbuster, Netflix
• All mass media
• Video cameras
• See The Innovator’s Dilemma; TI Solution and TI
Prescription - Clayton Christensen
133. If you’re not sure how to start
in social media...
Here is a no-risk campaign you can join
now to promote awareness of the #1 killer
of men and women
134. It started with an email...
“Have you seen the Pink Glove Dance?
We should do something like that to
promote heart disease awareness?”
142. Campaign Elements
• YouTube Video
• Facebook application with interactive
calculators for
• Heart attack risk
• LDL cholesterol
• Body Mass Index
• Contest site at http://knowyournumbers.me/
143.
144.
145. Ways you can join
• Go to http://knowyournumbers.me/ and sign up
• Individual Prizes: Social Media Summit
scholarship
• Team prizes: Social Media Health Network
membership for your organization
• Include a story in your newsletters
• Contact me to discuss other options...
146. For Further Interaction:
• @LeeAase on Twitter
• aase.lee@mayo.edu
• http://socialmedia.mayoclinic.org
• http://KnowYourNumbers.me