1. Using Social Media in Health Care to
Engage and Educate
3/12/15 – UMR Class
@MakalaJohnson
2. What’s the big deal?
• 87% of U.S. adults use the Internet (Pew
Research, 2014).
• 72% of Internet users say they looked online
for health information within the past year.
(Pew Research, 2012)
• 90% of adults age 18-24 trust medical
information shared by others in their social
media networks (PwC Health Research,
2012).
3. Agenda
• Our History
• Social Media Platforms
• Facebook
• Twitter
• YouTube
• Pinterest
• Google Plus
8. Mayo Clinic Center for Social Media
• socialmedia.mayoclinic.org
• It’s not just about marketing. We apply social
tools in:
• Practice
• Education
• Research
• Administration
• Internal and external communication
9. It’s not just about Mayo...
• Social Media Health Network:
• For organizations wanting to use social media to
promote health, fight disease and improve health
care
• Over 110 member organizations (e.g., American
Hospital Association, National Cancer Institute,
Vanderbilt University Medical Center)
• network.socialmedia.mayoclinic.org
10. Applying social media in health care
isn’t just inevitable; it’s the right thing
to do in the interest of patients.
27. Create categories to organize content strategy.
• Health and wellness tips
• Treatment options
• Research updates
• News
• Patient stories
• Health events in the community
28. Posting Content
• Use page insights for timing. (Remember
different time zones.)
• Create share-worthy posts.
• Be brief.
36. Facebook Reach
• Organic: your fans who initially see your post
• Viral: fans share your post – and it takes off!
• Paid: $$$
37. Organic
• Only a small percentage of those who like your
page will see your posts organically:
• April 2012 – 16%
• February 2014 – 6%
• December 2014 – 1-2%
54. Less than 24 hours after my initial appointment, I not
only had a new diagnosis - a UT split tear - but had
surgery to correct the problem. As I write this, my
right arm is in a festive green, but otherwise annoying
cast. The short-term hassle, however, should be more
than worth the long-term gain - the potential for a
future without chronic wrist pain. A future, that
without Twitter and those in the medical community
willing to experiment with new communications tools,
might not exist for me.
Less than 24 hours after my initial appointment, I not
only had a new diagnosis - a UT split tear - but had
surgery to correct the problem. As I write this, my
right arm is in a festive green, but otherwise annoying
cast. The short-term hassle, however, should be more
than worth the long-term gain - the potential for a
future without chronic wrist pain. A future, that
without Twitter and those in the medical community
willing to experiment with new communications tools,
might not exist for me.
63. 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.”
71. 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.
73. Best Practices
• Joined March 12, 2013
• Within one month, we had about 6,200 followers.
• Proactive
• Adding notable organizations, people to our
Google+ circles
