Pertinent Primer: Social Media in Health Care
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2016 Got Your Shots? Immunization Conference - Minnesota Department of Health Makala Arce (Johnson), Mayo Clinic Senior Communications Specialist
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Pertinent Primer: Social Media in Health Care
- 1. Pertinent Primer: Social Media in Health Care 2016 Got Your Shots? Immunization Conference @MakalaArce (Johnson)
- 2. 2 About @MakalaArce (Johnson) • Luther College graduate • Mayo Clinic Public Affairs intern (Jan 2010) • 1st employee of Mayo Clinic Center for Social Media (now Mayo Clinic Social Media Network) • Communications Associate, Specialist, Senior Specialist • Married June 4, 2016 (saved 3 characters on Twitter handle)
- 4. Agenda • Mayo Clinic’s Social Media History • Social Media Platforms & Best Practices – Facebook – Twitter – YouTube – Pinterest – LinkedIn • The Revolution in Video • Using Data to Drive Change
- 5. 5 Mayo Clinic’s First Social Networkers
- 6. 6 Countries Dr. Will Visited
- 7. 0 15 30 45 60 Word of Mouth News Stories Internet Advertising Direct Mail Hospital Ratings Information Sources Influencing Preference for Mayo Clinic (2014)
- 8. 8 The Internet merely amplifies word of mouth.
- 9. 9 Applying social media in health care isn’t just inevitable; it’s the right thing to do in the interest of patients.
- 10. 10 Mayo Clinic Medical Edge
- 11. 11 Entry into New Media • Existing Medical Edge radio mp3s • Launched 2005; downloads up 8,217% in 2 months
- 13. Social media is inevitable. If you don’t create your online presence, someone else will or maybe already has.
- 14. Next Step: Demonstrate results and assemble allies.
- 15. Rare Diseases / Conditions
- 16. Dr. Ruben Mesa’s Observations “The YouTube videos have been an important part of a comprehensive program I have built in Arizona which included 18 new clinical trials, extensive publications and national and international speaking engagements for Myelofibrosis. The videos have been helpful to bring in some patients who would not have come (or known about us otherwise) and have been useful for patients who came for the other reasons above.”
- 17. 1 7 Unique Myelofibrosis Cases 0 110 220 330 440 2008 2009 2010 2011 2012 2013 2014 2015 Mayo Clinic in Florida Mayo Clinic in Arizona
- 18. Social & Digital Innovation Team
- 19. 19 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. Mayo Clinic Social Media Network (#MCSMN)
- 21. 21 • Video • Guidelines Employee Education
- 22. 2 2 Engaging Mayo Clinic Employees • Mayo Clinic Social Media Champions - Connect • Training • “Tweet and Eat” Sessions • Online Social Media Basics certification • Social Media Residency
- 23. Social for Healthcare Certificate from Mayo Clinic and Hootsuite
- 24. Social Media Residency • One-day advanced course • Three remaining opportunities in 2016 – Sept. 29 in Jacksonville – Oct. 17 in Rochester – Dec. 8 in Scottsdale
- 25. Our Top Recommendations for Provider Reputation Management • Claim and complete your profile on Doximity • Create a LinkedIn Profile • Create a Twitter Account
- 31. Lists • Organize friends for filtering stories you see or who sees your updates • Newsfeed > Friends > Create List • Examples: Family, Work, Spanish
- 32. Call-to-Action
- 33. Call-to-Action
- 34. Who are you?
- 35. Claim your name at: Facebook.com/Username
- 39. Create categories to organize content strategy. • Health and wellness tips • Treatment options • Research updates • News • Patient stories • Community events
- 41. Targeted Posts
- 43. Facebook Reach • Organic: your fans who initially see your post • Viral: fans share your post – and it takes off! • Paid: $$$
- 44. Best Practices • Be careful of specific location check-ins. • Be brief. • Ensure any accounts have professional public profiles. • Your present posts create your future background check. • Use a headshot for your avatar. • Carefully craft your bio. • Get and stay organized with lists. • Balance broadcast with engagement.
- 47. Starting with Twitter terms… Tweet: 140-character message Follow: Subscribing to a user’s tweets @: Symbol for usernames (handles) and links to Twitter profile # (Hashtag): Symbol for keywords/topics in a tweet, used to connect and organize
- 48. USAirways Plane Crash in Hudson
- 49. Example
- 51. Mentions
- 54. Best Practices Do not auto-link Twitter with other platforms No automated responses or DMs Keep posts to 120 characters (room for RTs) Casual language, abbreviations OK but spelling and grammar still matter Don’t forget it’s public Mix content with conversation Tweet images and video
- 56. 5 6
- 60. 6 0
- 62. Annotations
- 63. Efficiency
- 64. Inefficiencies are opportunities with flashing lights…
- 68. Best Practices • Compelling captions • Strong call-to-actions • Consistent branding across platforms • Review Pinterest boards from similar organizations • Add “Pin It” buttons to website and blog posts • Build community by re-pinning
- 72. Benefits • Build personal brand and establish expertise • Read breaking news • Grow network
- 73. 7 3 The Live Video Revolution • Google Hangouts on Air • Periscope • Blab • Facebook Live
- 75. 7 5
- 76. 7 6
- 77. 7 7 Hangout Highlights • Embeddable in Web site • YouTube auto-archive at conclusion • Multiple presenters, locations • Share slides via desktop • Improve quality with • HD webcam • Microphones
- 78. 7 8 Blab Benefits • Conversational vs. Show & Tell • Up to four live video participants • Others participate via comments • Next step in Twitter chat evolution • See our free #MCSMN webinar (Mayo Clinic Social Media Network)
- 79. 7 9 Periscope Pros • Owned by Twitter • Build on existing Twitter efforts • May be best for targeted, hashtag-driven reach in professional audiences • Shooting horizontally and saving to camera roll gives you editable files for YouTube • App required to participate • Was only available 24 hours • Transient comments and limited participation …and Cons
- 80. 8 0 Early Mayo Clinic Periscope Applications • After-hours, behind-the-scenes facility tours • Event Keynotes • Physician Q&A’s (#AskTheMayoMom)
- 81. 8 1 Our Biggest Periscope: The #ScopeScope • Screening awareness project w/ Fight Colorectal Cancer follow-up to: • 2014 “Pitch for Prevention” at Minnesota Twins series • 2015 “Stronger Than That” Craig Campbell music video, #StrongArmSelfie campaign • 2016 “THE #ScopeScope”
- 82. 8 2
- 83. 8 3
- 84. 8 4 #ScopeScope Results • > 3,000 Live viewers (and 1,800 views of archive) • Traditional media (e.g. Minneapolis Star Tribune and Wall Street Journal) • >150K Views of Mayo Clinic News Network story on Facebook
- 85. 8 5 Smackdown! Facebook Live Advantages Over Periscope • No separate app needed • 10X larger audience • Comment stability • Enduring availability • Unlimited interaction
- 88. Posting Content • Use page insights for timing. (Remember different time zones.)
- 89. Facebook – Likes vs. Engaged
- 90. 90 Look beneath the metrics surface.
- 91. 91 Seek optimization... • A/B Testing • Teaser Text vs. Facts/Tips 311 engagements, 371 clicks153 engagements, 626 clicks
- 92. 9 2 Custom Short Domain http://www.mayoclinic.com/health/crohns-disease/DS00104 http://bit.ly/IAT9o5 mayocl.in/1X5BsE1 =64%
- 93. Practical Ways You Can Use Social Media • Amplify Word-of-Mouth • Demonstrate Expertise and Empathy • Improve the Patient Experience and Practice Efficiency • Provide Education to Current, Prospective Patients • Manage Your Online Reputation • Drive quicker practice adoption
- 94. 94 Discussion
Editor's Notes
- And then my favorite with a little bit of bias...
- Ever since the days of Drs. Will and Charlie Mayo… We view social media as word of mouth, which Mayo Clinic has been built on for 150 yrs. Social Networking is part of Mayo Clinic’s DNA
- Map where Dr. Will traveled (25 countries) – There’s a quote in one of the Mayo books that talks about “exchange information and educate men through travel” Last year, 1.3 million people from all 50 states and 140 countries came to Mayo Clinic for care. -The name Mayo Clinic came from The Mayo’s clinic Observers invented Mayo’s name by referring to it.
- We view social media as word of mouth, which Mayo Clinic has been built on for nearly 150 yrs.
- Mission: improve health and well-being of patients everywhere Established – 2010 Not just marketing. Apply social tools in all shields, and both Internal and External communications. We want to provide reliable healthcare information in an environment of sometimes questionable information saturation.
- Syndicated News Media Resources
- Featured on front page for about 3 wks. We have these audio files that are already on our site. We’re not creating an entirely new thing. It’s just a new mechanism of delivery. As a starting point, look to utilize pre-existing traditional media resources.
- What others say about us is naturally going to outweigh what we don’t say about ourselves. Risk/benefits
- Keys to Successful Innovation
- The case of the shrinking attention span epidemic Demonstrating results through successful case study examples... The Mesa story and up to the slides about our total YouTube videos and views, and the importance of YouTube as a search engine. Dr. Mesa’s story was about the assembling allies…more than ally – he became a big advocate internally for us and for using video…
- Posted video in 2009
- Established – 2010 Not just marketing. Apply social tools in all shields, and both Internal and External communications.
- It’s not just about Mayo...
- Don’t accept Facebook friend requests from patients. There are cases where people were about to be hired but a social media post changed the employer’s mind. Don’t say: “Hate it when patients can’t handle a simple blood draw.”
- Leaderboard/gamification
- Open externally but great way we’ve engaged our own employees
- Open externally but great way we’ve engaged our own employees
- First of all, you should occasionally conduct a Google search of your name. The solution to pollution is dilution.
- implication
- implication
- Medical illustration over general consumer image (kleenexes)
- Organic Reach has plummeted!
- Microblogging, Up to 140 characters, For the people you don’t yet know
- YouTube search engine is bigger than bing, Aol, Ask.com, and Yahoo combined!
- -Al Errato tells the story of his wife’s treatment for complications from an amputation -We had a camera we could take out and shoot Didn’t need a studio, No lights, no mics, no second person carrying camera, etc. Just able to do it; nimble Keys to Successful Innovation
- Video
- Improving the patient experience and practice efficiency.
- Leadership and colleagues like to hear these examples, too. Improving the patient experience and practice efficiency. We’re all busy. Who wouldn’t want to make their jobs and those of their staff, more efficient?
- Patient-to-patient site: Connect Mayo Clinic Connect is an online community where you can share your experiences and find support from people like you. You'll also receive trustworthy information from Mayo Clinic experts.
- Webinars https://connect.mayoclinic.org/hubcap/webinars/
- Clicking into one webinar: Hockey From Google Hangout Can be embedded for free essentially in website
- On right can see that Hangout becomes YouTube archive
- “Blab about Blab” Show & Tell = POV = Point of View Fly on wall perspective Multiple people able to be involved and on video, rather than just one presenter Blab would be completely useless (probably) for a tour of Mayo Clinic
- We worked with Fight CRC for two years previously, and this was the next step. Scope of the colon as part of colonoscopy procedure Silence in room as we were still “digesting it”
- Video
- Video Fight CRC rang the closing bell at NASDAQ on March 2 (day after #ScopeScope) and we had the opportunity to provide footage for the NASDAQ Jumbotron at Times Square. So we made NASDAQ because of our collaboration with Fight CRC. Including this video on News Network... Collaboration with organization
- As of Sept, 2015, out of all our 2015 organic Facebook posts (over 1,000), this post ranked 114th for engagements, but 2nd for clicks! Over 27,000 people clicked on the link! The morale of this story isn’t that more people have finger nail concerns than you would think, but rather, that looking at engagements isn’t enough. Don’t forget about the clicks. We need to understand our objectives and make sure the metrics address those. Top post via click-through, but not via engagements
- If we knew this information, what would we do differently? Not true A/B test in screenshots; 2 different examples Actionable Metrics If we knew this information, what would we do differently?