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35 Theses on Why Social Media are Essential to Healthcare's Future
1. 35 Theses on Why Social Media are
Essential to Healthcare’s Future
Lee Aase
Manager, Syndication and Social Media
Mayo Clinic
13th Annual Healthcare Internet Conference
#hcic
November 2, 2009
2.
3.
4. 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
17. 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
18. 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
19. #2: Electronic tools merely
facilitate broader, more
efficient transmission by
overcoming inertia and
friction
22. Evolution of Community
• Local: Pre-1930
• National: 1930-2005, made possible by
mass media
• Global: Post-2005, individuals members
of multiple communities of interest
without regard to geography
• Succeeding levels build upon earlier
stages without completely supplanting
23.
24. #4: Social media are the
third millennium’s defining
communications trend
25.
26. #5: Social media affect every
industry; technology grows
those effects exponentially
27. 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
28. #6: Social media were
originally about relationships,
not technology. They still are.
45. Tips on Personal Steps to Explore
• Establish a permanent personal email
• Get profiles in Facebook, LinkedIn
• Get a Twitter account
• Get a Flip camera (or iPhone 3G S?)
• Create a personal YouTube account
• Start a personal Blog
46. Starter Steps for Nonprofits
• Claim your Twitter “handle”
• Create a Facebook “fan” page
• Create a YouTube channel
74. #20: Social media enable
authentic communication if
you don’t purposefully
complicate things
75.
76. 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
77.
78. 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
86. 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
103. Results to Date
• More than 4.8 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
104. #25: If you’re remarkable
enough, your customers will
create content for you
105.
106.
107. Jillayn Hey’s “Remarkable” Story
“One statement has stuck out above all
of the medical jargon written by the
surgeons and various nurses who cared
for me, and that is this: ‘patient's stay
was unremarkable.’ Well, although
things went fairly smoothly after a
difficult surgery, I would like to say that
there was nothing unremarkable about
my experience with Mayo.”
108. Therapeutic Storytelling...
“I recently read an (Utne Reader) article ... (which said) that
through telling our personal stories of illness and disease, we
assist in creating a new story of wellness that facilitates
healing and in turn directs a person towards recovery. This is
just one aspect that Sharing Mayo Clinic provides. It is not
only an opportunity for many patients and perhaps future
patients to tell their unique stories to work their way towards
health but it also provides a voice for its employees to share
parts of their daily work which I know must include joy and
sorrow as some of us become well and some of us
unfortunately do not. In my opinion, this is just another area
that Mayo is ahead of the curve in caring for its patients and
obviously their employees as well.”
109. #26: Your mileage may vary,
but you’ll go a lot further if
you get a car.
110. Answers to Objections
• “But what about the cost in staff time to
maintain all of these social media
platforms? They’re not really that
cheap!”
− AT&T free phone service in 1969
− Pitney Bowes free fax machines and
supplies in 1989
− YouTube, Facebook and Twitter free in
2009
112. “8th Habit” Opportunity
I can go to any group, and I do it all the time, all over the world, and I
ask a simple question: “How many honestly believe that the vast
majority of the workforce in your organizations possess more talent,
more intelligence, more capability, more creativity, more resourcefulness
than their present jobs require or even allow them to use?” Literally,
almost everyone raises their hands…. Think of the loss of what we could
call “voice,” of people’s intelligence, capability, creativity. And yet I
can ask the next question: … “How many feel pressured to produce
more for less?” and you know what, the same amount of hands go up.
Now just put those two questions together: Here there’s this enormous
capability and talent and intelligence, and also this great pressure to
produce more for less, and they’re not able to even use it.
-- Stephen Covey
113. Stephen Covey’s “8th Habit”
Going beyond effectiveness to greatness
“Find your voice and inspire
others to find theirs”
114. #28: Paying for advertising
while not taking advantage
of FREE social media tools
isn’t particularly astute
119. Tamiko says...
“I’ve had lots of people ask me about the
YouTube video and I’ve told at least 30
people they should go to Mayo. ”
120.
121.
122.
123. “Kids will take a chance.
If they don’t know,
they’ll have a go.”
-- Sir Ken Robinson, TED 2006
124. #29: Your kids aren’t smarter
than you are. They’re just
not afraid to look dumb.
125. #30: You can save enough
using free social media tools
to pay for expanded efforts
126. Healthline becomes
Medical Edge Weekend
• Host is Mayo Clinic M.D. with 20 years
local radio experience
• Previous syndication not feasible
− 1999: Unlikely profitable
− 2008: $20K/month unavailable
• Opportunity for creative application of
social media tools
127. The DIY Syndication Plan
• Production continues at KROC-AM
• Segments delivered to affiliates as
mp3 files for next week’s broadcast
• Topic for live production posted to
blog, promoted via Twitter
• Listen live through audio stream from
flagship station
• Podcasts posted 9 days later
128. Early Results
• Already a “win”: formerly local program
now on >10 stations, including Montreal
• Gradual growth is practical because costs
are nearly $0.00
• Unbridling a physician’s passion
• Significant new social media content
• Questions “tweeted” from four continents
• Follow #mayoradio or @mayoclinic
139. How can we accelerate the pace?
• Free/low-cost practical experiments
− On-line chats about research findings
instead of just surgical tweets
− Journalist-level access to embargoed
research findings for bloggers
− Virtual support groups w/medical pros
− More collaboration within and among
organizations via Yammer, Twitter, etc.
− Share case studies within industry
141. If not, contact me by...
• Googling Lee Aase or SMUG U
• @LeeAase on Twitter
• aase.lee@mayo.edu
• Continue conversation at #hcic, #hcsm,
#hcmktg (Twitter), via SMUG comments
and...