The presentation I'm delivering this morning in Zurich via videoconference

1. Why Social Media are Essential
to Healthcare’s Future
Lee Aase
Manager, Syndication and Social Media
Mayo Clinic
Social Media in Healthcare Conference
Zurich
January 26, 2010

8. Agenda
• Why is a traditional organization like
Mayo Clinic involved in social media?
• How did this happen?
• Why must will use of social tools
become more widespread in healthcare?
• Nine theses plus World Premiere of 36th

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

15. 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

16. 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

17. #2: Electronic tools merely
facilitate broader, more
efficient transmission by
overcoming inertia and
friction

19. #4: Social media are the
third millennium’s defining
communications trend

21. #9: Mass media will remain
powerful levers that move --
and are moved by -- social
media buzz.

27. Follow the adventure/research
• #Xmedicine
• bit.ly/Xmedicine

28. #12: Failure to understand
social media = media
malpractice

29. #17: Social media are free in
any ordinary sense of the
word (or at least ridiculously
inexpensive)

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

33. In England, based on current
exchange rates:
£0,00

34. In the European Union:
€0,00

35. Cost for a Standard Definition
Flip Video Camera
$149.99
HD available for an additional $50

36. podcasts.mayoclinic.org

37. newsblog.mayoclinic.org

38. sharing.mayoclinic.org

39. Yearly Cost for a
Customized Blog
$75.00

40. #18: As I approaches zero,
ROI approaches infinity

42. Getting the right patient to the
right doctor at the right time

43. #19: MacGyver is the model
for social media success

44. The MacGyver Mindset

45. Mayo Clinic Medical Edge
News Media Syndications

46. First Foray in New Media
• Existing Medical Edge radio mp3s
• Launched Sept. ‘05; Downloads up
8,217 percent Oct. vs. Aug.

47. Step 2: More, Longer Podcasts

49. #20: Social media enable
authentic communication if
you don’t purposefully
complicate things

50. Key Tool: Flip Video Camera*
• Affordable for all campuses (and you)
• 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

51. 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 and had password-
protected post on blog by 11:55 for
pitching
• Uploaded files to YouTube channel
• WSJ Health Blog used video

53. What’s Next?

54. Personalized Medicine and
Personalized Media

55. High Impact Public Health and
Disease Management
• From reach/frequency to engagement
• From public service announcement to
personal relevance
• “The only person who is with the
patient all the time is the patient.”

56. Treating Medically-Induced PTSD

57. Pre-Visit Preparatory Videos

58. The 36th Thesis
If your organization can’t find a way to
constructively use free tools that enable
deep, two-way communication with
anyone, anywhere, anytime, your real
problem is lack of imagination.

60. Basic Social Media “Food Groups”

61. Contact me by...
• Googling Lee Aase or SMUG U
• @LeeAase on Twitter
• aase.lee@mayo.edu