aats 2013 presentation

Lee Aase, DirectorMayo Clinic Center for Social MediaAmerican Association for Thoracic SurgeryMay 4-5, 2013#AATS2013

Social Media and Medicine

©2011 MFMER | 3139261-

Mayo Clinic Center for Social Media• 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 | slide-40

A Catalyst for Social Media

It’s not just about Mayo Clinic...• Social Media Health Network is a membership

group associated with Center for Social Media

• For organizations wanting to use social media to promote health, fight disease and improve health care

• Sliding scale dues based on organization size/revenue

• Having >140 member organizations creates connections and relationships for Mayo

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

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

Let’s start with a tweet...

If this lingo (@, RT, #) seems strange, let’s travel back in time to 1994...

Agenda for next 15 minutes...• Abbreviated history of social networking and

social media at Mayo Clinic

• A sampler of practical social media applications in health care

• Two ways you can get a taste of social media at #AATS2013

• Resources for further exploration

Social Networking is part of the DNA for @MayoClinic and is fundamental to health care #AATS2013

Mayo Clinic’s First Social Networkers

Professional social networking is part of what you are doing here today #AATS2013

©2011 MFMER | slide-18

Patient Word of Mouth

2009 Patient Brand Monitor, n=900

• 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

©2011 MFMER | slide-20

Sources Influencing Preferencefor Mayo Clinic

Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic;*differs significantly from Q2-2010

5

5

13

25

26

29

33

48

62

82Word of mouth

News stories

Hospital ratings

Internet

MD recommendation

Personal experience

Advertising

Direct mail

Social media

Insurance plan2010 study (n=119)

Mayo Clinic Medical EdgeSyndicated News Media Resources

First Foray in “New” Media

• Existing Medical Edge radio mp3s

• Launched Sept. ‘05; 8,217% download increase

Getting started with podcasting...

Beyond the Hypochondriac Feed

Mayo Clinic Medical Edge TVSample Sound Bite

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 200,000 “hits” and 62 comments on Dr. Fischer’s podcast

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

Facebook: 11/7/07

YouTube: Feb. ’08

@MayoClinic on Twitter: 4/29/08

The Revolutionary Power of Consumer-Grade Video

Transforming YouTube Channel

Fun with ROI Math:As I approaches zero, ROI approaches infinity #AATS2013

Unique Myelofibrosis Patients

0

100

200

300

400

2008 2009 2010 2011

MCF MCA

Dr. Sreenivas Koka

Consumer-grade YouTube video can help you build rapport with patients & serve them more effectively & efficiently #AATS2013

©2011 MFMER | 3139261-

Using Twitter at #AATS2013• Download the Twitter app (if necessary) and sign

up for an account• Tweet your notes during sessions, using

#AATS2013 hashtag, or...• Use the conference app to tweet and connect

©2011 MFMER | 3139261-

Using Twitter at #AATS2013

Explore the free AATS2013 Conference App

For further #HCSM exploration, create a free #MCCSM guest account http://mayocl.in/esI8qQ #AATS2013

Social Media platforms aren’t toys; they’re tools to help you do you work better #AATS2013

Now, let’s go see what’s been happening in the #AATS2013 Twitter stream...

Slideshare.net: YouTube for PowerPoint