My presentation to the HARC Forum in Sydney, Australia, November 9, 2011.

1. Bringing the Social Media Revolution
to Healthcare
Lee Aase, Director, Mayo Clinic Center for Social Media
Hospital Alliance for Research Collaboration
Sydney, NSW
November 9, 2011

2. Agenda
• Our social media experience
• My personal history of involvement
• Mayo Clinic’s journey to date 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

3. 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.

4. External Advisory Board
• 29 members representing various perspectives
• Physicians (generalists and specialists), nurses,
patient advocates, administrative staff, medical
students
• Hugh Stephens represents non-U.S. medical
students
• Board offers ideas and feedback as we develop
initiatives

5. 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

6. A Sample of Network Members
• American Hospital Association
• Radboud University Nijmegen Medical Center
• Australian Private Hospitals Association
• National Cancer Institute (U.S)
• Children’s Hospital of Eastern Ontario
• Vanderbilt University Medical Center
• See Full List at http://socialmedia.mayoclinic.org/
network/

7. One of my heroes...

9. Health Advisory:
For those with seizure
disorders, this presentation
does not use strobe lights,
though with 159 slides in 50
minutes (a flash every 18.9
seconds) it may seem like it...

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

12. “I’ll bet I
could do
that!”

15. 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

20. 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

21. A Brief History of Social Media
at Mayo Clinic

22. Mayo Clinic Medical Edge
Syndicated News Media Resources

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

24. 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

25. 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.

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

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

28. Executing Phase One Strategy

29. Mayo Clinic Medical Edge TV
Sample Sound Bite

31. 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

32. First Social Media Consultant: Feb. 2007

33. Blogging an Event: Nov. 2007

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

36. Facebook: 11/7/07

37. A Pivotal Presentation

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

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

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

49. 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

50. 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

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

52. Reclaiming YouTube: Feb. ’08

53. 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

54. Podcast Blog: April ’08

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

56. Transforming YouTube Channel

57. The $4-a-month online newsroom

61. Let’s Talk “site” - May 2008

62. Sharing Mayo Clinic - Jan. 2009

63. October 2010 - Patient Video Guides

64. Social Media Health Network Community
Feb. 2011

65. MayoClinic.org/Connect - Launched July ’11

66. A Broader Historical Perspective...

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

73. Mayo Clinic’s First Social Networkers

74. 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

75. 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

76. #2: Electronic tools merely
facilitate broader, more efficient
transmission by overcoming
inertia and friction

78. #4: Social media are the third
millennium’s defining
communications trend

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

82. #7: Hand-wringing about merits
and dangers of social media is
as productive as debating
gravity

84. If you think blocking is a viable long-term
option...

86. Implication
• You already have most of the risks... why not
also get some of the benefits from these
powerful tools?

88. Professionalism Project for Medical Residents

89. #9: Mass media will remain
powerful levers that move --
and are moved by -- social
media buzz

90. 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

91. The next day...

92. Six days later...

93. April 22

94. Sunday, May 3

97. May 4

98. May 10

100. May 11

101. May 15

102. Early Morning May 26

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

106. 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

107. #11: Social media strategies
can help make a product,
service or experience better

108. Dr. Sreenivas Koka

109. #13: Social media tools offer
unprecedented opportunity for
transformation change and
productivity

111. 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%

112. #17: Social media are free in
any ordinary sense of the word
(or at least ridiculously
inexpensive)

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

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

116. #18: As I approaches zero,
ROI approaches infinity

119. #21: Technology makes things
possible. People make things
happen
©2011 MFMER | 3139261-

120. Spontaneous Coronary Artery Dissection

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

123. #33: Social media will reduce
diffusion time for research and
innovations

124. Discovery by Richard Berger, M.D., Ph.D.
Ulnotriquetral (UT) Ligament Split Tear

125. Jayson Werth’s Experience

130. Nov 12, 2009
USA Today
3031031-7

132. Last Friday
3031031-9

133. 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

139. #35: Social technologies will
transform healthcare
©2011 MFMER | 3139261-

147. 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.

148. One more thing...
©2011 MFMER | 3139261-

149. Emailer: “We should do something like this...”
©2011 MFMER | 3139261-

150. 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
©2011 MFMER | 3139261-

151. ©2011 MFMER | 3139261-

152. ©2011 MFMER | 3139261-

153. ©2011 MFMER | 3139261-

154. 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...
©2011 MFMER | 3139261-

155. See full video at: http://KnowYourNumbers.me
©2011 MFMER | 3139261-

156. Campaign Elements
• YouTube Video
• Facebook application with interactive
calculators for
• Heart attack risk
• LDL cholesterol
• Body Mass Index
• Contest site at http://knowyournumbers.me/

159. For Further Interaction:
• @LeeAase on Twitter
• aase.lee@mayo.edu
• http://socialmedia.mayoclinic.org
• http://KnowYourNumbers.me