Saturday, October 24, 2009

#hcmn @LeeAase 5 theses in Social Media

Real time commentary from HealthCamp Minnesota

What's unique about Healthcare and Social Media.

We need HealthCare Reformation.

5 Theses:

1. Social Media are the defining trend in communications in the 21st Century
2. Social Media will dramatically affect every industry
3. Hand-wringing about merits and dangers of social media is unproductive.
4. Healthcare organizations should thoughtfully engage with Social Media
5. Social Media tools offer unprecedented opportunity for transformational change

"You're Unique... just like everyone else"

Healthcare is less unique than you think

Social Media has been critical to Mayo Clinic SINCE its founding. The first social media was Air waves. People talked.

dizzy dean: It ain't bragging if you can back it up.

It ain't bragging if other people say it.

For Mayo Clinic word of mouth is primary source of recommendation: Social Media amplifies word of mouth.

When Mayo added radio Mp3 to iTunes Podcast their downloads went from 900 to 74,000 in ONE Month!

Total cost of Facebook, YouTube and Twitter use is $0.00

A key tool has been the Flip Video camera:
- Affordable
- Recording interviews improves existing processes
- Authenticity without writers cramp
- Provide potential blog resources (audio of full interviews PLUS Video excerpts)
- Setup a limited group of editors to ease adoption and ensure quality.

The Trinity of Gatekeepers:
- PR
- Legal
- IT

@danielg280 is mayo legal. Realizes that Social Media is not going away.

When Lee joined facebook in 2006 there were already 900 mayo email addresses on facebook.

The genie was already out of the bottle.

For IT - No additional servers.

Mayo uses WordPress for blogs. This costs $75 per year.

Mayo has a HealthLine radio broadcast. They have a DIY syndication plan that costs nothing (v. 20k/month from a formal PR operation)
Questions now come from 4 continents and syndication has grown to 10 stations.

A video of an octogenarian couple on YouTube (they were playing piano in the Mayo Clinic lobby) grew to nearly 5m views and went to national media and TV.

Simplicity and low cost means anyone can publish or broadcast
- Filter then publish - replaced by publish then filter.

How to handle complaints:
- comment on notes left on facebook, twitter and blogs.
- Take the discussion off line

People are more likely to share positives than negatives. Especially on facebook where people have to use their real names.

Push the envelope:
1. On-line chats about research findings
2. Disease oriented bloggers getting journalistic access

"Your kids aren't smart they are just not afraid to look dumb"

Lee's deck in on the SMUG site.

Posted via email from ekivemark's posterous