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Bringing the Social Media Revolutionto HealthcareLee Aase, Director, Mayo Clinic Center for Social MediaHospital Alliance for Research CollaborationSydney, NSWNovember 9, 2011
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
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.
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
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
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/
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
Mayo Clinic Medical EdgeSyndicated News Media Resources
First Foray in “New” Media• Existing Medical Edge radio mp3s• Launched Sept. ‘05; 8,217% download increase
Regrouping to PlanJust as genomics is the future of personalizedmedicine, personalized media are changing theway people get the news and information theywant and need. But as genomics increasinglysupplements and improves traditional medicinewithout replacing it, new media are helpfuladditions to mainstream, mass media. We stronglyrecommend reforming our processes to efficientlyproduce content that can be used for both massmedia and personalized media. Content Creation Task Force, 7/26/2006
We recommend a three-phase approach. First, takeour existing products and, with minimumincremental effort, place them in new media formats.Second... work across teams ... to make best use ofthe audio and video production resources we have.Third, get more resources... to produce timely oreven daily content...We have not recommended a blog strategy at thistime, primarily because we have emphasizeddeveloping audio and video content that could havemultiple uses in both mass media and personalizedmedia, with relatively limited physician involvement.
Reasons for Reluctance about Blogging• Keeping the content fresh• Wise use of resources • Physician/Researcher • Public Affairs• Authenticity - didn’t want to “ghost blog”
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
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
#9: Mass media will remainpowerful levers that move --and are moved by -- socialmedia buzz
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
#13: Social media tools offerunprecedented opportunity fortransformation change andproductivity
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%
#17: Social media are free inany ordinary sense of the word(or at least ridiculouslyinexpensive)
Total Cost for Mayo Clinic Facebook,YouTube and Twitter $0.00
In the EuropeanUnion, based oncurrent exchangerates:€0,00
#18: As I approaches zero,ROI approaches infinity
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