Lee Aase Mayo Clinic Center for Social MediaJuly 26, 2014

Illustrating the Health Care Social Media Revolution

©2011 MFMER | 3139261-

About Lee Aase (@LeeAase)• 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 Communications• Syndication and Social Media

• Director, Center for Social Media (2010)

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0

5,000,000

10,000,000

15,000,000

20,000,000

RochesterBoston

BaltimoreCleveland

Los AngelesSan Francisco

New YorkPhiladelphia

Chicago

What does Rochester have that they don’t?

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Social Networking is part of Mayo Clinic’s DNA and is a fundamental factor in its success

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A precipitating event...

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Mayo Clinic’s First Social Networkers

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Patient Word of Mouth (2010 figures)

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 (2010)

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

• Downloads increased 8,217% Oct. vs. Aug.

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Beyond the Hypochondriac feed

Mayo Clinic Medical Edge Sample Sound Bite

Involuntary Social Network Representationmyspace.com/mayoclinic

Facebook: 11/7/07

The Revolutionary impact of consumer-grade video

Dramatically increased number of videos and depth of content

Sharing Mayo Clinic - January 2009

Reach: 23,856

4.6% of “Fan” base

Reach: 59,104

11.2%

Reach: 149,952

28.4%

Reach: 138,688

26.3%

Reach: 529,152

100.1%

Seizing Serendipitous Opportunities: The Octogenarian Idol Example

• Embedded in Sharing Mayo Clinic, posted to Facebook, Tweeted on 4/7/09

The next day...

0

1,000

2,000

3,000

4,000

1,095

3,085

4/7/09

4/8/09

Total Views

0

7,500

15,000

22,500

30,000

1,095 3,085

26,973

4/7/094/8/09

4/13/09

Total Views

0

17,500

35,000

52,500

70,000

1,095 3,085

26,973

64,778

4/7/094/8

4/134/22

Total Views

0

50,000

100,000

150,000

200,000

1,095 3,08526,973

64,778

187,956

4/7/094/8

4/134/22

5/3

Total Views

0

62,500

125,000

187,500

250,000

1,095 3,085 26,97364,778

187,956

228,055

4/7 4/8 4/13 4/225/3

5/4

Total Views

0

75,000

150,000

225,000

300,000

1,095 3,085 26,97364,778

187,956

228,055

292,766

4/7 4/8 4/13 4/22 5/3 5/4 5/5

Total Views

0

150,000

300,000

450,000

600,000

1,095 3,085 26,973 64,778

187,956228,055

292,766

555,675

4/7/094/8/094/13/094/22/095/3/09 5/4/09 5/5/09 5/10/09

Total Views

0

175,000

350,000

525,000

700,000

1,095 3,08526,97364,778

187,956228,055292,766

555,675

692,713

4/7 4/8 4/13 4/22 5/3 5/4 5/5 5/10 5/12

Total Views

0

275,000

550,000

825,000

1,100,000

1,0953,08526,97364,778187,956228,055

292,766

555,675

692,713

1,002,122

4/7 4/8 4/13 4/22 5/3 5/4 5/5 5/10 5/12 5/15

Total Views

Early Morning May 26

May 26, 2009: Live in StudioGood Morning America

Results to Date• More than 10 million views on YouTube

• Over 1.5 million on Sharing Mayo Clinic

• From 200 views/month to 5,000 views/hour

• Validation of SMUG Thesis #26

#26: Your mileage may vary, but you’ll go a lot further if you get a car.

ROI Case Study:Reuben Mesa, M.D. and Myelofibrosis

Unique Myelofibrosis Patients

0

100

200

300

400

2008 2009 2010 2011 2012 2013

MCF MCA

Lee’s Law of Social Media Measurement (and Thesis #18):

As I approaches 0, ROI approaches

∞

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

• Much content available through free Guest account

• Dues based on organization revenues, and individual paid memberships also are available

Social Media Week at Mayo ClinicOct. 20-23, 2014

For Further Interaction:• Google Lee Aase or MCCSM

• @LeeAase on Twitter

• For Social Media Health Network information• http://network.socialmedia.mayoclinic.org/

mccsm/joining-the-network/

• Contact Mayo Clinic Center for Social Media • By email: socialmediacenter@mayo.edu • By phone: 507-538-1092