My presentation to the Healthcare Public Relations and Marketing Society of Greater New York on May 18, 2010, at an event hosted by the New York Times.
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HPRMS at New York Times
1. Bringing the Social Media
Revolution to Health Care
Lee Aase (@LeeAase)
Manager, Syndication and Social Media
Mayo Clinic
#HPRMSNY
May 18, 2010
2.
3.
4. 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
• Batteries not included
• Some assembly required
• Your mileage may vary
5. Goals for This Morning
• NOT Education (mainly)
• Motivation for Application
• Ammunition for Argumentation
• Inspiration for Innovation
19. 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
32. Mayo Clinic and Word of Mouth
• 91 percent of patients surveyed say
they have said “good things” to an
average of 40 people after a Mayo visit
• 85 percent say they recommended
Mayo to a friend
− Advised an average of 16 to come
− 5 actually came
33. Sources of Information Influencing
Preference for Mayo Clinic
Word of mouth 84
Stories in the media 57
MD recommendation 44
Advertising 27
Internet/Websites 26
Personal experience 24
Mailings to home 18
0 20 40 60 80 100
34. #2: Electronic tools merely
facilitate broader, more
efficient transmission by
overcoming inertia and
friction
71. #20: Social media enable
authentic communication if
you don’t purposefully
complicate things
72. Key Tool: Flip Video Camera*
• Affordable
• 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
73. Case Study: Simple Storytelling
• 8:45 a.m. Colleague mentions article
coming off embargo at 3 p.m.
• Interviewed M.D. via Flip at 10:20
• Edited video, had password-protected
post on blog by 11:55 for pitching
• Uploaded files to YouTube channel
• WSJ Health Blog used video
76. 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
93. Results to Date
• More than 7 million views on YouTube
• >1.4 million views on Sharing Mayo Clinic
• From 200 views/month to 5,000 views/hour
• Validation of Thesis #26
94. #26: Your mileage may vary,
but you’ll go a lot further if
you get a car.
95. #28: Paying for advertising
while not taking advantage
of FREE social media tools
isn’t particularly astute
112. 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
117. 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
119. A few ideas for HR applications
• Employee onboarding
• Social networking groups for new
employees to reduce turnover
• Open enrollment blog to answer health
plan questions
• Culture blog like Sharing Mayo Clinic
120. Possible Internal Applications
• Intranet as blog enabling comments,
voting
• Collaboration platforms
• Wikis for collaborative document creation
• Knowledge management/discovery
• Saving time, improving service, reducing
costs
121.
122.
123.
124.
125. 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.