Presentation at a satellite symposium for the AAPM&R Annual Meeting.

1. Bringing the Social Media Revolution
to Health Care
Lee Aase
Mayo Clinic Center for Social Media
November 16, 2012

2. Accreditation
College of Medicine, Mayo Clinic, is accredited by the
Accreditation Council for Continuing Medical Education to provide
continuing medical education for physicians.
College of Medicine, Mayo Clinic, designates this live activity for a
maximum of 1 AMA PRA Category 1 Credits™. Physicians
should claim only the credit commensurate with the extent of their
participation in the activity.

3. Disclosure Summary
As a provider accredited by ACCME, College of Medicine, Mayo Clinic (Mayo School of CPD)
must ensure balance, independence, objectivity and scientific rigor in its educational activities.
Course Director(s), Planning Committee Members, Faculty, and all others who are in a position
to control the content of this educational activity are required to disclose all relevant financial
relationships with any commercial interest related to the subject matter of the educational
activity. Safeguards against commercial bias have been put in place. Faculty also will disclose
any off label and/or investigational use of pharmaceuticals or instruments discussed in their
presentation. Disclosure of this information will be published in course materials so those
participants in the activity may formulate their own judgments regarding the presentation.
Listed below are individuals with control of the content of this program who have
disclosed…
Relevant financial relationship(s) with industry: None
No relevant financial relationship(s) with industry: None
References to off-label usage(s) of pharmaceuticals or instruments in their presentation:
None
©2011 MFMER | 3139261-

4. Learning Objectives
• Participants will be able to describe various
social media platforms and their capabilities in
relation to other means of communication
• Participants will be able to describe examples
of concrete applications of social media to
support clinical practice, education and
research
• Participants will be able to discuss ways they
can use social media platforms to be more
effective in their work

5. The Hidden Agenda
• You will see the transformational power of social
media
• You will want to join the Social Media Revolution
• You will believe that using social media tools is
worthwhile and that you can do it

6. Health Warning:
With 161 slides in 55 minutes
(one every 20.5 seconds) it may
seem like a strobe light is in use

7. Two Heroes
Six Magic Words
Four Reasons Why
They’re True for You

9. “I’ll bet I
could do
that!”

12. About Lee Aase (@LeeAase)
• B.S. Political Science, Chemistry minor
• 14 years in politics and government at local,
state, national levels
• Mayo Clinic since April 2000
• Media relations consultant
• Public Affairs Manager (2003-2010)
• Director, Center for Social Media since July
2010

17. 2010 Brand Preference Summary
Health Care Decision-Makers Aged 25+
Total
Mayo Clinic 12.5 6.1
18.6%
AMC 1 4.1 3.5 7.6%
AMC 2 3.6 2.5 6.1%
AMC 3 2.3 1.1 3.4%
AMC 4 1.60.9 2.5%
AMC 5 1.0
0.8
1.8%
1.6%
AMC 6 0.9
0.7
1.3%
AMC 7 0.6
0.7
1st Mention Add'l Mention
2010 US Consumer Brand Monitor, decision-makers 25+, n=5,279
©2011 MFMER | slide-17

18. The Essential Role of Analogies
©2011 MFMER | slide-40

19. "If you can’t explain it to a six-year-
old, you don’t understand it yourself."

20. Spot the analogy...
http://leeaase.me/WhatIsTheInternetAnyway

21. When we don’t understand something, we
instinctively look for analogies
• “What...do you write to it, like mail?”
• Humans always try to explain the unknown in
familiar categories
• Therefore to build support for your social media
applications
• You need to create comfortable analogies so
your stakeholders don’t invent scary ones
• Good analogies can overcome prejudice and
misperception

22. To use analogies to support applying
social media in a medical/scientific context
• Learn to think like a scientist
• Understand your organization’s culture/DNA to
explain social media in terms that resonate
• Develop deep knowledge of social media tools
and their capabilities

23. "If you can’t explain social media
tools to nuclear physicists and
cardiac surgeons in terms that are
relevant to them, you shouldn’t
expect their support."
- Lee Aase
©2011 MFMER | slide-40

24. Analogies for Social Media Tools
Blogs RSS
Podcasts Social Networks
Skype YouTube
Wikis Twitter
Slideshare uStream

25. Blogs
• An easy-to-publish Web site that allows
comments
• Blogs in Plain English - Lee LeFever
• You read them all the time without even
knowing it

26. RSS = Really Simple Syndication
• An email newsletter that can’t spam you
• Lets you easily track dozens of blogs or other
Web sites without surfing
• Google Reader a free Web option
• Also browser options

27. Podcasts
• TiVo for audio (and also video)
• Don’t need an iPod to use
• Series of segments to which you can
subscribe via RSS
• iTunes free for PC or Mac

28. Social Networking Sites
• With a billion Facebook users, analogies no
longer needed
• Typically free or freemium, but business
models vary
• External free sites like Facebook, LinkedIn
• Internal options such as Yammer, Chatter
• SaaS options, e.g. Jive
• Open Source, e.g. BuddyPress with
WordPress

29. Wikis
• Like “track changes” in Microsoft Word without
inducing strabismus
• Collaborative editing tools
• Wikipedia the most famous
• 4 million articles in English
• Definitive stories quickly on
• 35W Bridge Collapse
• Virginia Tech shooting

32. A museum display...

33. YouTube
• World’s second largest search engine

34. Twitter
• A group blog with extremely short stories
• Text messaging available on phones and
computers
• A multifunction pager that uses your cell phone
• A river of serendipitous news
• A messaging platform in which you can control
the flow

35. A Story from Twitter

37. Ensuing Conversation

39. Other Important Types of Platforms
• Slideshare.net: YouTube for PowerPoint
• uStream.tv: Your own global TV channel
• Pinterest.com - A shared cork board
• Mix, Match and Link

41. To paraphrase JFK...
• Ask not the intended purpose of the tools
• Ask how you can apply the tools to your
intentions
• No one better at this than...

43. The Greatness of MacGyver
• He’s from Minnesota
• Lack of resources wasn’t an insurmountable
barrier to getting the job done
• He saw potential in everyday situations*

44. A Brief History of Social Media
at Mayo Clinic

45. A burning question...

46. It all started with a tornado...

47. ©2011 MFMER | 3139261-

48. Mayo Clinic’s First Social Networkers

49. Dr. Henry Plummer: Inventor of the PMR

50. Mayo Clinic Medical Edge
Syndicated News Media Resources

51. First Foray in “New” Media
• Existing Medical Edge radio mp3s
• Launched Sept. ‘05; 8,217% download increase

52. Reasons for Reluctance about Blogging
• Keeping the content fresh
• Wise use of resources
• Physician/Researcher
• Public Affairs
• Authenticity - didn’t want to “ghost blog”

53. My First Blog Post - 7/30/06
Lines from Lee

54. Beyond the Hypochondriac Feed

55. Mayo Clinic Medical Edge TV
Sample Sound Bite

56. Recovering 99.41% for the 1-2%
• Required almost no incremental MD effort
• Process change - microphone on physician
and interviewer
• 90 minutes of editing per interview
• More than 60,000 “hits” and 62 comments on
Dr. Fischer’s podcast

58. Involuntary Social Networking Presence:
http://myspace.com/mayoclinic

60. Facebook: 11/7/07

61. A Pivotal Presentation

70. Comparing Stanford vs. SMUG
Stanford SMUG
Tuition $52,341 $0
% of Applicants 7.1% 100%
Admitted
Mean Student $80,677 $0
Loan Debt
Distinguished 1 President, 5
Alumni Justices, 6 TBD
Senators
Graduation Rate 95% 0

71. YouTube: Feb. ’08

72. Joining The Blog Council
• Membership organization of blogging
“companies”
• Typically Fortune 500 members
• Coca-Cola, P&G, Wells Fargo, etc.
• Mayo Clinic, Kaiser Permanente, U.S. Navy
among “non-traditional” members
• Now SocialMedia.org

73. Transforming YouTube Channel

74. @MayoClinic on Twitter: 4/29/08

75. The $4-a-month online newsroom

79. Let’s Talk “site” - May 2008

80. Sharing Mayo Clinic - Jan. 2009

81. http://connect.mayoclinic.org/
http://network.socialmedia.mayoclinic.org/

82. Yammer - Feb. 2012

83. PMRBlog.MayoClinic.org

84. Twitter: @MayoClinicPMR

85. A Broader Historical Perspective...

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

92. Patient Word of Mouth
• 91% said “good things” about Mayo Clinic
after visits
• Average of 43 heard “good things”
• 86% recommended Mayo Clinic
• Average of 24 advised to come
• Average of 6 actually came
2009 Patient Brand Monitor, n=900
©2011 MFMER | slide-18

93. Sources Influencing Preference
for Mayo Clinic
Word of mouth 82
News stories 62
Hospital ratings 48
Internet 33
MD recommendation 29
Personal experience 26
Advertising 25
Direct mail 13
Social media 5
2010 study (n=119)
Insurance plan 5
Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic;
*differs significantly from Q2-2010
©2011 MFMER | slide-20

94. #2: Electronic tools merely
facilitate broader, more efficient
transmission by overcoming
inertia and friction

96. #4: Social media are the third
millennium’s defining
communications trend

98. Gutenberg: Global Mass Literacy
Zuckerberg: Global Mass Publishing

100. #7: Hand-wringing about merits
and dangers of social media is
as productive as debating
gravity

101. What else do patients
know about you?

103. For those who think blocking is a viable long-
term option...

105. As Uncle Ben would say...

106. Not that Uncle Ben. This Uncle Ben

108. Key Elements
• All policies apply in social media, too
• Privacy
• Mutual Respect
• Computer use
• Generally don’t “friend” patients
• Remember the “front page” rule

109. A Balanced Approach to Professionalism
• Avoiding faux pas is important but cannot be
the only standard for judging professionalism
in social media
• Professionalism is more than the absence of
unprofessional conduct
• Professionals have a moral obligation to use
available tools effectively on behalf of those
they serve

110. #11: Social media strategies
can help make a product,
service or experience better

111. Dr. Sreenivas Koka

112. #13: Social media tools offer
unprecedented opportunity for
transformational change and
productivity

113. Too soon old...too late smart

114. ROI Calculation
• Time allotted for recruitment calls: 30 min
• Time to create video: 60 min
• Time saved per call: 10 min
• Calls made April-Nov 2011: 90
• Total time saved: 900 minutes (and rising)
• ROI: > 1,400%

115. #17: Social media are free in
any ordinary sense of the word
(or at least ridiculously
inexpensive)

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

117. In the European
Union, based on
current exchange
rates:
€0,00

118. #18: As I approaches zero,
ROI approaches infinity

121. Unique Myelofibrosis Patients
MCF MCA
400
300
200
100
0
2008 2009 2010 2011

123. #21: Technology makes things
possible. People make things
happen

124. Spontaneous Coronary Artery Dissection

126. As seen in the Wall Street Journal...

127. SCAD?
Findings being published in
MAYO CLINIC
PROCEEDINGS
September 2011 issue
©2011 MFMER | 3139261-

128. #33: Social media will reduce
diffusion time for research and
innovations

129. Discovery by Richard Berger, M.D., Ph.D.
Ulnotriquetral (UT) Ligament Split Tear

130. Jayson Werth’s Experience

135. Nov 12, 2009
USA Today
3031031-7

137. Last Friday
3031031-9

138. 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

145. #35: Social technologies will
transform healthcare
©2011 MFMER | 3139261-

154. 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.

155. Mayo Clinic Center for Social Media
• Our Raison d’etre: The Mayo Clinic Center for
Social Media 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.
©2011 MFMER | 3139261-

156. A Catalyst for Social Media
©2011 MFMER | slide-40

157. Social Media Health Network
• Membership group associated with Mayo Clinic
Center for Social Media
• For organizations wanting to use social media to
promote health, fight disease and improve
health care
• Dues based on organization revenues
• Industry members eligible to join, but not
accepting industry grant funding
• >140 member organizations

158. The book on social media in health care...
• Essays from 30 Thought
Leaders
• The “Why?” of health
care social media
• Available on Amazon and
discount bulk orders
• http://mayocl.in/OGvNCx
• Net proceeds will fund
patient scholarships
#MCCSMbook

159. Mayo Clinic CEO Dr. John Noseworthy at
Mayo Clinic Social Media Summit - Oct. 2011

160. Mayo Clinic CEO Dr. John Noseworthy at
Mayo Clinic Social Media Summit - Oct. 2011

161. For Further Interaction:
• Google Lee Aase or SMUG U
• aase.lee@mayo.edu
• @LeeAase
• http://socialmedia.mayoclinic.org