Slides from my Oct. 17, 2019 presentation to the Global Healthcare Communications Summit 2 in Boston,.

1. ©2016 MFMER | 3507910-
How Social Media is Changing
Health Care
Lee Aase, Director • @LeeAase

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U.S. News Best Hospitals Metro Populations

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Why?

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6. Once Upon a Time, Three Networks Dominated
the Media Landscape in the United States

7. Every day, these guys would define the news…

8. ... while local affiliates and newspapers sold
scarce audience access at Monopoly prices

9. Then one day Ted Turner launched the cable TV
revolution...

10. And one of these guys invented the Internet...

11. Because of that, the means of news production
and distribution were democratized...

12. Because of that, twin revolutions fragmented
audiences, causing major economic upheaval
• Hundreds of cable channels
• Exponential growth Web sites
• Intense economic pressure for mass media
• RIP TV Doctor
• Papercuts

13. Until finally, the Big 3 share of the U.S. TV
audience crashed...
Big Three Others

15. Facebook went public at 20x the value of The
Wall Street Journal…
WSJ (2007) ABC (1995) Facebook (2012)

16. …and has nearly quintupled since 2012
WSJ (2007) ABC (1995) Facebook (2012) Facebook (2019)

17. Market Capitalization Perspective
Facebook Walmart

18. Learning the Laws: Moore’s and Metcalfe’s

19. Eye (or Ear) Openers to Social/Digital Opportunities

20. ©2016 MFMER | 3507910-
Mayo Clinic History and Social Media

21. Mayo Clinic’s
Original Social
Networkers

22. “By the end of the 1920s Dr. Will could
say he had studied surgery in every town
in America and Canada of one hundred
thousand population or more, and had
crossed the Atlantic thirty times.”
(The Doctors Mayo, Helen Clapesattle, p. 405)

23. Countries Dr. Will Mayo Visited

24. Countries Dr. Will Mayo Visited
Austria
Denmark Ireland Scotland
Australia England Italy Sweden
Argentina Fiji Mexico Switzerland
Belgium Finland New Zealand Uruguay
Canada France Norway
Chile Germany Peru
Cuba Holland Russia

25. The Surgeons Club

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Information Sources Behind Preference for Mayo Clinic

29. My Background, Early Mayo Clinic Role
• 14 years in politics/government, ending as
congressional press secretary
• Joined Mayo Clinic Media Relations team in
2000, became manager in 2003
• Job Essence: Tell Mayo Clinic research,
patient stories through traditional media

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From Syndicated Media…
…to “New” Media (Podcasting)

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Adopting Free Platforms, Low-Cost Tools
• 2007 - Facebook
• 2008
• YouTube
• Flip Cameras
• Twitter
• Blogs

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Amplifying
Word-of-Mouth

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More Effective Media Relations

35. Don’t just pitch the media.
Be the media!

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37. Increasing Patient Volumes

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Unique Myelofibrosis Cases
MCF MCA

39. Cost-Effective Knowledge Sharing and
Reputation Enhancement

40. Significant 2010 Investment to Create…
• Mayo Clinic Center for Social Media, hiring 8 staff to
support Mayo Clinic’s application of social media in
clinical practice, education, research through training and
consulting with broader staff. Center of Excellence.
• Social Media Health Network - dues-paying organization
to gather like-minded colleagues, monetize leadership
• Combined as Mayo Clinic Social Media Network
(#MCSMN) in 2015

41. #MCSMN Vision, Mission, Strategy
• The Mayo Clinic Social Media Network (#MCSMN) 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.
• Make resources developed for Mayo Clinic staff available to
peers, and generate revenue to support mission.

42. #MCSMN: A Catalyst for Health Care Social Media
• Guidelines
• Best Practices
• Platforms
• Training
• Consultation

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Mayo Clinic’s Social Media Strategies
• Build on word-of-mouth tradition
• Reach global audiences where they are and create or
deepen relationships with Mayo Clinic
• Train staff to be safe and effective in using social media
power tools for their own practice, education and
research goals

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@colleen_young

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Enhancing Conversation Quality
Improving Practice Efficiency

50. Improving Health by Promoting Screening

53. Reputation Management:
A first online impression of my
physician partner,
Farris Timimi, M.D.
Medical Director, Mayo Clinic Social Media Network

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Reputation Management Steps we Recommend
1. Claim and complete your Doximity profile
2. Create and maintain a Twitter account
3. Create and maintain a LinkedIn profile
4. Shoot and upload a video to YouTube

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Nurses in Social Media
• Less likely than MDs to see personal brand or reputation
management as reason for social media engagement
• Particularly interested in navigating unfamiliar point-of-
care issues with smartphone-wielding patients
• Interested in building nursing unit cohesion and improving
operations (e.g. closed or secret Facebook groups)
• More than 20% of our staff

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59. How confident are you in what to do when a patient or family
member asks to record you while you are providing care?

60. How confident are you in what to do when you see a
colleague complaining about work on social media?

61. Become experts in using social & digital
power tools to accomplish strategic
goals for your organization, and equip
and engage front-line staff to apply these
tools in their work.
Your Opportunity as Communicators
and Marketers

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68. Premium and Corporate Member Resources
• Events
• Webinars
• Online Training

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Tweetable Takeaways
• Social media representation of your organization is
inevitable. The question is whether you will influence it.
• You already have the risks of social media. You might as
well get the rewards too.
• Organizational standards effectively communicated and
backed by training protect both the organization and
employees.

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Let’s Stay In Touch!
• @LeeAase
• socialmedia.mayoclinic.org
• #MCSMN