1. Bringing the Social Media
Revolution to Health Care
Lee Aase (@LeeAase)
Director, Mayo Clinic Center for Social Media
#MCCSM
Swedish Society of Medicine
December 2, 2010
2. William J. Mayo, M.D.
• Visited Sweden in Spring 1914 -
Stockholm, Upsala, Lund and Malmo
• “Award of Cross of Commander of the
Order” - Royal Order of the Northern
Star of Sweden - 11/8/1927
9. 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
33. 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
34. 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
35. #2: Electronic tools merely
facilitate broader, more
efficient transmission by
overcoming inertia and
friction
36.
37. #4: Social media are the
third millennium’s defining
communications trend
48. Basic Social Media Guidelines
for Health Care Professionals
• If you don’t have a pre-existing, real-life
friendship with patients, don’t create
one on Facebook
• If you do create Facebook friendship
with patients, do it with a purpose
• Apply the “Front Page” test to your
online postings
49. #9: Mass media will remain
powerful levers that move --
and are moved by -- social
media buzz
50. 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
68. Results to Date
• More than 7.4 million views on YouTube
• >1.4 million views on Sharing Mayo Clinic
• From 200 views/month to 5,000 views/hour
• National TV coverage in U.S. and Japan
69. #17: Social media are free in
any ordinary sense of the
word (or at least ridiculously
inexpensive)
70.
71.
72. Total Cost for Mayo Clinic
Facebook, YouTube and Twitter
$0.00
94. 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.
95. Mayo Clinic Center for Social Media
• Mission: Lead the social media
revolution in health care, contributing
to health and well being for people
everywhere
− Grow social media use by Mayo Clinic
− Create resources for use at Mayo Clinic
that can be shared with organizations
wanting to use social media in health
and health care
97. Social Media Health Network
• Membership group associated with
Mayo Clinic Center for Social Media
• Open to organizations and individuals
wanting to use social media to improve
health and health care
• Dues based on organization revenues
• Industry members, but no industry
grant funding
98. A word from our medical director,
Victor Montori, M.D.
99. What do you get?
• Access to resources to speed your
organization’s adoption of social media
− Curriculum/Training materials
− Guidelines/Policies/Job Descriptions
− Technical services and support
• Free and discounted conferences,
webinars, member meetings
• Community, blogging platform options
• Member site for sharing, learning
101. Charter Members
• Mayo Clinic
• Bon Secours Health System
• Inova Health System
• Mission Health System
• Radboud University Nijmegen Medical
Centre, Netherlands
• Swedish Medical Center (Seattle)
102. For Further Interaction:
• Google Lee Aase or SMUG U
• @LeeAase on Twitter (or keep chatting
at #MCCSM)
• aase.lee@mayo.edu
• http://socialmedia.mayoclinic.org