illustrating the social media revolution
DESCRIPTION
My presentation on Saturday, July 26, 2014 at the Association of Medical Illustrators Annual Conference, which is being held at Mayo Clinic.TRANSCRIPT
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Lee Aase Mayo Clinic Center for Social MediaJuly 26, 2014
Illustrating the Health Care Social Media Revolution
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©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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©2011 MFMER | 3139261-
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©2011 MFMER | 3139261-
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©2011 MFMER | 3139261-
0
5,000,000
10,000,000
15,000,000
20,000,000
RochesterBoston
BaltimoreCleveland
Los AngelesSan Francisco
New YorkPhiladelphia
Chicago
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What does Rochester have that they don’t?
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©2011 MFMER | 3139261-
Social Networking is part of Mayo Clinic’s DNA and is a fundamental factor in its success
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©2011 MFMER | 3139261-
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A precipitating event...
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©2011 MFMER | 3139261-
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Mayo Clinic’s First Social Networkers
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©2011 MFMER | 3139261-
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©2011 MFMER | slide-18
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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©2011 MFMER | slide-20
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)
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Mayo Clinic Medical EdgeSyndicated News Media Resources
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First Foray in “New” Media
• Existing Medical Edge radio mp3s
• Launched Sept. ’05
• Downloads increased 8,217% Oct. vs. Aug.
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©2011 MFMER | 3139261-
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Beyond the Hypochondriac feed
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Mayo Clinic Medical Edge Sample Sound Bite
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Involuntary Social Network Representationmyspace.com/mayoclinic
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Facebook: 11/7/07
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The Revolutionary impact of consumer-grade video
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Dramatically increased number of videos and depth of content
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Sharing Mayo Clinic - January 2009
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Reach: 23,856
4.6% of “Fan” base
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Reach: 59,104
11.2%
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Reach: 149,952
28.4%
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Reach: 138,688
26.3%
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Reach: 529,152
100.1%
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Seizing Serendipitous Opportunities: The Octogenarian Idol Example
• Embedded in Sharing Mayo Clinic, posted to Facebook, Tweeted on 4/7/09
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The next day...
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0
1,000
2,000
3,000
4,000
1,095
3,085
4/7/09
4/8/09
Total Views
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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
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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
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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
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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
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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
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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
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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
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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
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Early Morning May 26
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May 26, 2009: Live in StudioGood Morning America
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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
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#26: Your mileage may vary, but you’ll go a lot further if you get a car.
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ROI Case Study:Reuben Mesa, M.D. and Myelofibrosis
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Unique Myelofibrosis Patients
0
100
200
300
400
2008 2009 2010 2011 2012 2013
MCF MCA
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Lee’s Law of Social Media Measurement (and Thesis #18):
As I approaches 0, ROI approaches
∞
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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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©2011 MFMER | slide-40
A Catalyst for Social Media
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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
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Social Media Week at Mayo ClinicOct. 20-23, 2014
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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: [email protected] • By phone: 507-538-1092