Slides from a presentation with Greg Matthews at #SHSMD19

1. Social Media and Physician
Reputation Scores
in the U.S. News & World Report Hospital Rankings
Greg Matthews | Founder & Principal | HealthQuant
Lee Aase | Communications Director, Social & Digital Innovation | Mayo Clinic

6. Agenda
 The US News & World Report (USNWR) Hospital Rankings and
Hospital Reputation
o Physician Reputation Scores: Why They’re Important & How They’ve
Changed
o Study Methodology
 Correlations with Physician Reputation Scores
o Size – Clinician Age – Clinician Gender Mix
o Online Activity & Behavior
 How to Help Clinicians & Staff to Use Social Media Safely,
Effectively and Responsibly
@chimoose | @leeaase

7. Learning Objectives
1. Understand the correlation between online clinicians &
USNWR Rankings
2. Understand why online clinicians are critical to hospital &
health system reputation
3. Understand how to enable clinicians to use social media
effectively and responsibly
@chimoose | @leeaase

8. USNWR Rankings - Background
@chimoose | @leeaase

9. Physician Reputation Scores
Source: http://news.vumc.org/2017/03/01/u-s-news-best-hospitals-voting-now-open-in-doximity/

10. Physician Reputation Scores
“While the U.S. News rankings are
imperfect, we know that these
influence patients, referring
physicians, prospective
trainees and donors. As such,
optimizing our ranking is essential to
grow our reputation both in the
Mid-South and across the U.S.”
Source: http://news.vumc.org/2017/03/01/u-s-news-best-hospitals-voting-now-open-in-doximity/

11. Physician Reputation Scores
“If you are eligible to vote we ask that
you take one minute to do so.”
Source: http://news.vumc.org/2017/03/01/u-s-news-best-hospitals-voting-now-open-in-doximity/

12. Research Methodology
@chimoose | @leeaase

13. Research Methodology
@chimoose | @leeaase Source: W2O bit.ly/18socialonc
Physician Affiliation Mapping
Physician Compare
• Institution
• Gender
• Graduation Yr
• Physician Count
• Specialty Count

14. Research Methodology
@chimoose | @leeaase Source: W2O bit.ly/18socialonc
Physician Affiliation Mapping
Physician Compare
• Institution
• Gender
• Graduation Yr
• Physician Count
• Specialty Count
W2O’s
Digital Footprint Maps for
Hospitals | Doctors
• Posts
• Mentions
• Follower/Following
Digital Footprint Mapping

15. Correlations with Physician
Reputation Scores

16. Correlation to Physician Reputation:
Number of Doctors
@chimoose | @leeaase
287 3,914Average =
1,500
Source: W2O bit.ly/18socialonc
Taussig Cancer Center

17. Correlation to Physician Reputation:
Number of Doctors
@chimoose | @leeaase
287
Correlation = LOW
3,914Average =
1,500
Source: W2O bit.ly/18socialonc
Taussig Cancer Center

18. Correlation to Physician Reputation:
Age of Physicians (by Graduation Year)
@chimoose | @leeaase
2001 1995
Source: W2O bit.ly/18socialonc

19. Correlation to Physician Reputation:
Age of Physicians (by Graduation Year)
@chimoose | @leeaase
2001
Correlation = LOW
1995
Source: W2O bit.ly/18socialonc

20. (Negative) Correlation to Physician
Reputation: Gender Mix
@chimoose | @leeaase Source: W2O bit.ly/18socialonc

21. Correlation to Physician Reputation:
Hospital Engagement with Physicians
 82% of physicians
will follow their
hospital back
 55% of physicians
followed by their
hospital will
mention it
 89% of physicians
mentioned by their
institution will
follow institution’s
twitter handle
@chimoose | @leeaase Source: W2O bit.ly/18socialonc

22. Correlation to Physician Reputation:
% of Physicians on Twitter
@chimoose | @leeaase
 High correlation & statistical
significance (p=.059)
 Lower time-on-twitter per
physician produced higher
reputation scores
 If this were directly causal,
every 20 doctors added to a
typical institution could
reasonably be expected to
pick up a point in reputation
score
Source: W2O bit.ly/18socialonc

23. Conclusions
“Our data clearly show that the percentage of a
cancer hospital’s affiliated doctors who are active
on twitter has a positive, statistically significant
correlation with that hospital facility’s physician
reputation score from the U.S. News & World
Report ‘Best Hospitals’ ranking for 2017-2018.”
- Yash Gad, Ph.D.
@chimoose | @leeaase Source: W2O bit.ly/18socialonc

24. A Deeper Dive
@chimoose | @leeaase

25. A Deeper Dive – Mayo Clinic
Percentage of Oncologists on Twitter
Mayo Clinic Rochester – 43% (Rank: 1)
Mayo Clinic Phoenix – 43% (Rank: 2)
Mayo Clinic Jacksonville – 35% (Rank: 4)

26. Helping Clinicians & Staff to
Use Social Media Safely,
Effectively and Responsibly

27. Mayo Clinic’s Approach to Social Media
 Emphasize continuity with previous communication forms
 Understand the true nature of our public affairs work
 Find ways to do that work more effectively using social
platforms and tools
 Extend application throughout the organization – in clinical
practice, education and research
 Be true to our organizational DNA
@chimoose | @leeaase

28. Our First Social Networkers

29. The Surgeons Club

30. Info Sources Supporting Mayo Clinic Preference
(circa 2000)

31. Media Relations Strategy
 Increased news release production and outreach to journalists
 Syndicated News Production

32. Supporting Media Relations via Social
 News blog with password-protected posts
 Unlisted YouTube videos for pitching
 Tweetcamp for World News Tonight, Star Tribune
 USA Today case study shows synergy

33. #Wristpain Case Study

34. Engaging Staff in Twitter
 Topical Twitter chats with media partners (ABC News, USA
Today) – helping experts create own handles, and participating
with @MayoClinic account as well
 Brown bags/Tweetcamps with divisions/departments in advance
of specialty scientific sessions (e.g. ASCO, ACC)
 Training/Encouraging all Public Affairs staff to use Twitter,
especially Media Relations

35. Investing in Social Media: 8 FTEs to
 Maintain excellent Mayo Clinic presence on major networks
including Facebook, Twitter, YouTube, LinkedIn, Instagram.
 Help practice/education/research staff harness social
o Training to help staff understand platforms
o Consultation/Advice – Helping stakeholders think strategically about
applications
o Create “owned social” platform to apply with various audiences
➤ Patients
➤ Journalists
➤ Staff and global health care peers
 Encourage physician and allied health staff social media
participation for professional reputation and brand health

36. Engagement, Curation, Advocacy

37. The Surgeons Club for Social Media
 Mayo Clinic Social Media Network (#MCSMN) is our online hub
for Mayo Clinic staff who want to apply social media tools.
o Social media basic training modules (CME eligible) reduce our in-person
consultation demand
o We learn from external advisors, editorial contributors, discussants
 Free membership for non-Mayo users provides access to
o Discussions
o Mayo Clinic Resources including Guidelines, Social Media Policy,
Sample Forms, Strategic Plan Templates
o Editorial content
o Curated News You Can Use

38. Tweetable Takeaways
 Online engagement with its physicians and employees strongly
contributes to your hospital’s reputation. Effective training
enables them to participate safely and with confidence.
 Eliminate barriers to staff engagement with your hospital’s social
accounts, and consider a curated news feed to promote
advocacy.

39. Three Key Take-Aways
Please include three take-aways (should relate to your learning
objectives) that attendees should have gained from your
presentation. If possible, translate into action steps. I.e.) How can
they implement some of these take-aways upon their return to
their organization?
1. Provide resources to help clinical staff understand why to use
social media, and how to do so safely, effectively & responsibly
2. Use the power of your brand to reinforce and grow the visibility
of your clinicians and staff – they’re likely to return the favor
3. There are resources available to you that will make this a
much less daunting task than it would appear

40. Questions?
Please be sure to complete the session evaluation on the mobile app!

41. Greg Matthews | Founder, HealthQuant
Health innovation executive specializing in data & analytics, product development,
digital marketing and communications. Multiple innovation award winner including
2018 innovation awards from Medical Marketing & Media magazine and PM360
magazine; featured in numerous publications such as Forbes & Health Affairs.
Expert in commercialization of data assets, market-making for new products &
services, and in leading digital transformation across the healthcare industry. Host
of the DataPoint healthcare innovation podcast.
Advisor to the Mayo Clinic Social Media Network & the South by Southwest
(SxSW) Interactive conference & contributing author to a best-selling business
book (Storytizing).
@chimoose | greg@healthquant.health

42. Lee Aase (@LeeAase) | Mayo Clinic
Lee Aase is a Communications Director at Mayo Clinic, leading its Social &
Digital Innovation Team, and is director of the Mayo Clinic Social Media
Network, which provides training resources, educational and networking
events and a collaboration platform for health care professionals who want
to safely and effectively apply social and digital strategies to fight disease,
promote health and improve health care.
Prior to joining Mayo Clinic in 2000, Lee spent more than a decade in
political and government communications at the local, state and federal
level. He was elected to Mayo Clinic’s Voting Staff in 2016.
aase.lee@mayo.edu

43. Bibliography/References
 Mayo Clinic’s Double Helix: How Revolutionary Organization
and Networked Communication Built America’s #1 Hospital
 W2O’s 2018 Social Oncology Report
 Mayo Clinic Social Media Network