Leading Change from the "Other" C-Suite
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The document outlines strategies for healthcare marketing and communications professionals to leverage social networking tools effectively within organizations like the Mayo Clinic. It discusses the integration of social media with traditional marketing approaches, the establishment of collaborative networks, and the importance of agility in healthcare communication. The Mayo Clinic's experiences with social networking applications and the success of their media relations efforts illustrate the value of these approaches in achieving organizational objectives.
Leading Change from the "Other" C-Suite
- 1. The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA. © 2015 Society for Healthcare Strategy & Market Development Leading Change from the “Other” C-Suite (That’s Communications) Lee Aase, Director, Mayo Clinic Center for Social Media Paul Speyser, CEO, CareHubs LLC
- 4. If we’re successful, when we’re done you’ll be able to… • Describe ways Marketing and Communications Professionals can apply social networking tools to fulfill their core responsibilities • Describe various health system applications of an owned social networking platform to meet organizational objectives • Envision your own plan for leading your organization in increased application of social networking tools
- 5. In the next 45 minutes… • Brief background/history of Mayo Clinic and social networking (both analog and digital) • An example of integrated application of social and traditional tools to support MarComm goals • Getting C-Suite resources to support broader application inside and outside of Mayo Clinic • Collaboration and co-creation with external allies • Accelerating with Agility through thinking inspired by Wikinomics, The Innovator’s Dilemma, Lean Startup and Scrum
- 7. “Bridging Worlds for the Future of Healthcare”
- 9. Metro-Area Populations for U.S. News Honor Roll Hospitals
- 10. Mayo Clinic’s Original Social Networkers
- 11. Austria Denmark Ireland Scotland Australia England Italy Sweden Argentina Fiji Mexico Switzerland Belgium Finland New Zealand Uruguay Canada France Norway Chile Germany Peru Cuba Holland Russia Countries Visited by Dr. Will Mayo
- 12. Information Sources Influencing Consumer Preference for Mayo Clinic (2010)
- 13. That’s Where I Come In… • Joined Mayo Clinic Media Relations team in Y2K • Focus: Telling stories about Mayo Clinic via journalists • Promoted to Media Relations Manager 2003
- 15. …leading to “New Media” (Podcasts)
- 16. Rapid Adoption of Free Platforms and Low-Cost Tools • 2007 - Facebook • 2008 • YouTube • Flip cameras • Twitter • Wordpress.com blogs (News, Podcasts) • 2009 • Sharing Mayo Clinic • Yammer
- 17. Our “Not Good Enough”/MVP Online Newsroom - Mayo Clinic News Blog
- 18. An Integrated Application Case Study
- 29. UT Split Repair Procedures
- 31. Mayo Clinic Center for Social Media and Social Media Health Network • MCCSM - Be a resource to help Mayo Clinic stakeholders apply social technologies in clinical practice, education, research as well as for PR and marketing • SMHN - Share Mayo-developed resources to help health care peers embrace social tools, and invite peers to help us accelerate and learn together • External Advisory Board • Dues-paying organizational members 31
- 34. Starting the CareHubs Collaboration • Paul Speyser inquires about membership in SMHN • Discovered we were using a common platform (Wordpress/Buddypress) • Bartered programming help in lieu of SMHN dues 34
- 35. • A software platform & toolset created exclusively for Professional Healthcare Communicators (both clinical & marcomm use cases.) • Actively serving >100K MAUs (patients & healthcare professionals) and >1M unique visitors monthly across the CareHubs network.
- 36. • Provider-branded, secure, online patient support group hubs • Patient & Professional Education hubs • Online Newsroom & media relations hubs • Custom applications (Clinical Trial Recruitment & Support, Alumni Relations, etc.) CareHubs - Primary Use Cases
- 38. A Customizable Networking Platform • Public-facing sites with some content available to anyone with a browser • Various access levels for authenticated users and members • HIPAA-compliant and encrypted • Customizable for application in clinical practice, research, education and administration • One email-based account for all sites, with tailored access to each site based on user role 38
- 40. News Hub: Rapid Media Asset Publishing, Syndication & Analytics • One-‐touch – automatic upload/transcode to journalists’ preferred formats. Automated pull of external assets (YouTube videos) • Restrict access by role or date (embargoes) • Granular, per-‐user/per-‐role viewership AND download analytics • Integration with MayoClinic.org using the CareHubs API • Automated email distribution to defined press lists
- 41. The DevOps Reliability & Scalability to Support a 24 Hour News Cycle • High availability cluster; cloud + dedicated servers • Redundant CDN for assets • Challenges of being agile at scale
- 42. On making B-roll and ancillary downloads readily available: 42 I’ve been a bit of a skeptic of the Mayo News Network, and more specifically, who picks up our content. No more. WCCO (the #1 TV news station in TC) did a piece on the speech disorders & teachers study last night. They didn’t contact us – or even tell us they were going to do a piece. They pulled language from the News Release and bites from the News Network and did a story that was almost 4 minutes. This was completely unbeknownst to me or anyone else on the media team. Turned out wonderful. Here’s the link: http://minnesota.cbslocal.com/2013/10/15/mayo-‐study-‐teachers-‐more-‐likely-‐to-‐develop-‐speech-‐disorders/ Skeptical about the News Network? No more. This is proof that it works. Nick
- 55. Lean Startup Thinking, Co-creation & Agile Development IRL Patients and Families
- 56. Outcomes – Family Engagement
- 57. Outcomes – Family Engagement
- 60. • Agile Development • Principles, Methodologies (Scrum, XP) Tools • Use at MCCSM • The next level (sort of)
- 61. Waterfall SDLC Nothing wrong with this approach as long as requirements are 1) Stable and 2) Clearly understood by all stakeholders
- 63. • Relationship between Lean & Agile. Problem status. • Definition of “Startup” • Right Work/Work Right • Communicating using analogies that resonate with medical practice & “Organizational DNA”
- 66. Hypothesis: Conversion will drop by only 2% or less, in which case it will be worth it in exchange for increased data. Experiment: Increase # of fields on registration form 5x
- 67. • I was wrong • By an order of magnitude • In the opposite direction Results:
- 68. • I was wrong • By an order of magnitude • In the opposite direction Results: • 32% improvement in conversions*
- 73. Collaborating & A few tips for avoiding Lean/Agile“Cargo Cults” • Basis for recommendations/designs • Test-‐Driven Development & Continuous Integration • Team Consistency & Longevity
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- 82. (Continuously) Learning from Our Experience • Listen to Eric Ries • Embrace Agile Development and Scrum • Pursue reasonable risks and don’t let the perfect be the enemy of the good • Think Wikinomically • Think Big. Start Small. Move Fast.TM • Communicate with your C-Suite (the real one) using analogies that resonate with medical practice and your organization’s DNA 82
- 83. The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA. © 2015 Society for Healthcare Strategy & Market Development For Further Interaction socialmedia.mayoclinic.org @LeeAase #MCCSM @CareHubs socialmediacenter@mayo.edu paul@carehubs.com
- 84. A Closing Word from our CEO John Noseworthy, M.D.