May 15, 1963 |
Jackson, Minnesota, United States of America
|Occupation||Director (Mayo Clinic Center for Social Media), Mayo Clinic|
Lee Aase (born 15 May 1963) is an American pioneer in using social media tools in the hospital environment, and is an advocate for social media adoption in health care.
Aase received his Bachelor's Degree in Political Science from Minnesota State University, Mankato. From 1986 through 2000, he was employed in U.S. politics and government at the local, state and federal level, concluding as press secretary for former U.S. congressman Gil Gutknecht. His earliest political forays ranged from field work to campaign management for a variety of Republican Party entities.
In 2000, Aase began work at Mayo Clinic as a member of its media relations team, becoming the team’s manager in 2004. Following a steady production of television news feeds and radio programs, he launched Mayo Clinic’s first podcast in 2005. Aase subsequently led Mayo in developing an extensive library of podcasts, blogs, a YouTube channel, a Facebook page and a Twitter profile. In 2008, he became Mayo Clinic’s manager for syndication and social media. In 2010, he became the Director of the Mayo Clinic Center for Social Media , a first-of-its-kind social media center focused on health care, built on the Mayo Clinic's leadership among health providers in adopting social media tools. This new Social Media Center was established with the collaborative assistance of Victor Montori, M.D., Mayo Clinic's Medical Director. To date, the Mayo Clinic touts the most popular medical provider channel on YouTube.
In 2006, Aase began his personal blog, which was renamed Social Media University, Global (SMUG) in January 2008. While the title SMUG is a tongue-in-cheek unaccredited “university,” the site is a genuine educational hub that provides hands-on experience using social media for lifelong learners.
In August 2009, Aase developed the SMUG Social Media Pyramid, a hybrid of the United States Department of Agriculture's Food Guide Pyramid and Maslow’s hierarchy of needs, to illustrate how microblogging sites like Twitter, social networking sites like Facebook and video sharing sites like YouTube should be combined with blogs to create what he called “a balanced social media diet,” complete with recommended “servings per day” at each level.
Aase also coined the term “MacGyver mindset” based on the U.S. television show that starred Richard Dean Anderson, as a recommended approach for organizations interested in becoming involved in social media. The MacGyver mindset emphasizes using free or low-cost social media, combined with existing resources and programs, to achieve high-impact results with little incremental costs, much as the TV character used resources at hand in his exploits.
Aase has presented before a variety of corporate and non-profit audiences, among them include: Blogwell Conferences   (Chicago and Minneapolis), World Congress Consumer Connectivity Conference (Carlsbad, Calif.), Florida Society for Healthcare Public Relations and Marketing (Orlando), National Cancer Institute Public Affairs Network (Philadelphia), Community 2.0 (San Francisco), Ragan Corporate Communications Conference (Chicago), New Media Academic Summit (Washington, DC), International Conference on Health & Science Communication (St. Louis), Lifescience Alley (Minneapolis), Carlson School of Public Management (Twin Cities), Public Affairs Council (Washington, DC), Health 2.0  in Nijmegen, the Netherlands and the First International e-Mental Health Summit  in Amsterdam, ePatient Connections (Philadelphia), Employee Services Management Association (St. Louis), American Society for Therapeutic Radiology  2009 (Chicago) and the 13th Healthcare Internet Conference (Caesars Palace, Las Vegas.)
He has been the focus of traditional media and online publications for his social media leadership, including local ABC affiliate (KSTP), St.Paul-Minneapolis StarTribune, and American Express Open Forum where he was interviewed by venture capitalist and blogger Guy Kawasaki. A brief overview of interviews is provided below:
"Mayo Surgeons Use Twitter as Teaching Tool", ABC5 Eyewitness News (St.Paul-Minneapolis), 16 April 2009
"Why Doctors Are Tweeting During Surgery", ABC Good Morning America (New York), 16 April 2009
"Mayo Turns to Social Media to Reach Out to Potential Patients", St. Paul-Minneapolis Star Tribune (St. Paul-Minneapolis), 19 April 2009
"How to Use Social Media: An Interview with Lee Aase of Mayo Clinic", American Express Open Forum, 23 June 2009
"Social Media Smarts: Interview with Lee Aase", Online Marketing Blog, 3 August 2009
"Mayo Clinic's Lee Aase: Simple Marketing in Action", Simple Marketing Blog, 13 August 2009
"Social Media Case Study from Lee Aase of Mayo Clinic", Gaspedal's Business Blogging Blog, 14 October 2009
"Lee Aase, Mayo Clinic: The future of health brands and social media", Trajectory4brands.com, 9 November 2009
In addition to his public-speaking events, Aase is an active contributor and participant to a weekly forum conducted via Twitter called Healthcare Communications and Social Media, dedicated to sharing best practices, ideas, and solutions concerning social media use among healthcare stakeholders.
- Social Networking for Mayo Clinic, David Springer, October 28, 2009, KAAL TV
- Healthcare Providers Plug into Facebook, Twitter, YouTube, Mitch Wagner, August 11, 2009, Information Week Healthcare
- Global CIO: Why CIOs Need The Transformative Power of Twitter, Bob Evans, August 3, 2009, Information Week
- Social Media Interview: Lee Aase of Mayo Clinic, George Millington II, August 3, 2009, bx.businessweek.com
- How the Internet is Changing Health Care, Rebecca Ruiz, July 30, 2009, Forbes.com
- Health data proves contagious on social media, Anya Martin, May 27, 2009, Marketwatch.com
- Friending Mayo, Erin Peterson, May 2009, Minnesota Monthly
- Mayo turns to social media to reach out to potential patients, Chen May Yee, April 26, 2009, Minneapolis Star Tribune
- Companies find new ways to communicate with customers, Dan Zehr, April 20, 2009, Austin American Statesman
- Why Doctors Are Tweeting During Surgery, Kate Snow, April 16, 2009, ABC News Good Morning America
- Health care meets social networking, Kimberly Morrison, January 20, 2009, Jacksonville Business Journal
- Using MySpace and Facebook as Business Tools, Julie Sartain, May 23, 2008, Computerworld.com
- Office Hours: Tips for Promoting Your Business Through Social Networks', Monte Embysk, February 11, 2008, Microsoft Office Online
- On a need-to-know-everything basis, Andrea Coombes, October 26, 2007, Marketwatch.com
- Blogwell Conference Chicago, retrieved 22 January 2009
- Blogwell Conference Minneapolis, retrieved 13 August 2009
- World Congress Consumer Connectivity, retrieved 23–24 February 2009
- Florida Society for Healthcare Public Relations and Marketing, retrieved 15 February 2009
- National Cancer Institute Public Affairs, retrieved 25–28 April 2009
- Ragan Corporate Communications Conference, retrieved 6–8 May 2009
- New Media Summit Academic Summit, retrieved 10 June 2009
- International Conference on Health & Science Communication, retrieved 17–20 June 2009
- Lifescience Alley, retrieved 17–20 June 2009
- Carlson School of Public Management, retrieved 22 September 2009
- Public Affairs Council, retrieved 2009
- Health 2.0 Conference, retrieved 12–13 October 2009
- The First International e-Mental Health Summit, retrieved 14–16 October 2009
- ePatient Connections, retrieved 26–27 October 2009[dead link]
- American Society for Therapeutic Radiology, retrieved 4 November 2009
- 13th Healthcare Internet Conference, retrieved 2–4 November 2009
- Conducted Sunday evenings at 8pm Central, known by the hashtag #hcsm