Lee Aase Mayo Clinic Center for Social MediaOctober 11, 2013

Using Social Media Tools in Patient Advocacy

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.

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A Catalyst for Social Media

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• >140 member organizations

• Individual memberships and Patient Advocate Associate memberships

Agenda• Increase your personal understanding, comfort

and confidence with social media• Spur creative thinking on ways you can apply

these tools toward important objectives

• You will believe that using social media tools is worthwhile and that you can do it

Bringing Hope to the Mediocre

©2011 MFMER | 3139261-

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 2003

• Media Relations/Research Comm• Syndication and Social Media

• Director, Center for Social Media since 2010

One more reason why you can do this...

Intro to Today’s FREE Tools

Blogs RSS

Podcasts Social Networks

Skype YouTube

Wikis Twitter

Slideshare uStream

Intro to Blogs• Just 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

• Create a blog at wordpress.com or blogger.com in less than a minute

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

RSS = Really Simple Syndication

• Lets you easily track dozens of blogs or other Web sites without surfing

• Truly opt-in “email”

• RSS “baked in” to browsers

• Free Web-based options like Feedly

Podcasts• TiVo for Audio (and now video)

• Don’t need an iPod to use

• Series of segments to which you can subscribe via RSS

• iTunes free for PC or Mac

©2011 MFMER | 3139261-

©2011 MFMER | 3139261-

Social Networking Sites

Wikis• Collaborative editing tools

• Wikipedia the most famous

• 3.2 million articles in English

• Definitive stories quickly on• 35W Bridge Collapse• Virginia Tech shooting• Sandy Hook shooting• Boston Marathon bombing

YouTube

• World’s second largest search engine

• “The world has voted, and we want to watch videos on YouTube.” - Andy Sernovitz, SocialMedia.org

The Revolutionary impact of consumer-grade video

Slideshare.net: YouTube for PowerPoint

A Presentation that created an Alter Ego

Thesis #1: Air was the original social medium

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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

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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)

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

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

Total Cost for Mayo Clinic Facebook, YouTube and Twitter

$0.00

In the European Union, based on current exchange rates:

€0,00

#18: As I approaches zero, ROI approaches infinity

Unique Myelofibrosis Patients

0

100

200

300

400

2008 2009 2010 2011

MCF MCA

#22: Social media are an essential part of a balanced communications diet

Basic Social Media “Food Groups”

Blogs: The Undiscovered Territory• A blog is just an easy-to-publish Web site that

allows comments

• Blogs can match look and feel of your Web site and infuse dynamic content

• Blogs give you a social media “home base”

• Blogs give you much more control over user experience than any other social platform

Sharing Mayo Clinic/Patient Stories Example• Relevant patient stories help patients choose

Mayo Clinic

• Patient stories on MayoClinic.org were formerly freelancer-produced, relatively expensive

• Sharing Mayo Clinic - stories in patients’ own words - launched in 2009

• 2012 Project combined Sharing and legacy stories, featured on .org disease/condition pages through “Mayo Consumer Vocabulary” tagging

©2011 MFMER | 3139261-

©2011 MFMER | 3139261-

©2011 MFMER | 3139261-

4 Key Points to Remember • Deepen your knowledge of social tools so you

can think creatively about how to use them• Maintain a balanced communications diet

• Integrate social tools with your overall strategy and communication/marketing projects

• Think about how social tools can give legs to your existing content and enable you to make previously impossible connections

©2011 MFMER | 3139261-

Free Guest Account

©2011 MFMER | 3139261-

Patient Advocate Membership - $45/year

For Further Interaction:• Google Lee Aase or SMUG U

• @LeeAase on Twitter

• network.socialmedia.mayoclinic.org