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Using Social Media in Health Care to
Engage and Educate
3/12/15 – UMR Class
@MakalaJohnson
What’s the big deal?
• 87% of U.S. adults use the Internet (Pew
Research, 2014).
• 72% of Internet users say they looked o...
Agenda
• Our History
• Social Media Platforms
• Facebook
• Twitter
• YouTube
• Pinterest
• Google Plus
Mayo Clinic’s First Social Networkers
Sources Influencing Preference for
Mayo Clinic
The Internet merely amplifies
word of mouth.
Mayo Clinic Center for Social Media
Mayo Clinic Center for Social Media
• socialmedia.mayoclinic.org
• It’s not just about marketing. We apply social
tools in...
It’s not just about Mayo...
• Social Media Health Network:
• For organizations wanting to use social media to
promote heal...
Applying social media in health care
isn’t just inevitable; it’s the right thing
to do in the interest of patients.
Employee Education
• Video:
• http://youtu.be/pjocDhlicJs
• Guidelines:
• mayocl.in/SMguidelines
Mayo Clinic Medical Edge
Entry into New Media
• Existing Medical Edge radio mp3s
• Launched 2005; downloads up 8,217% in 2 months
Longer Podcasts
Involuntary Myspace Presence
Social media is inevitable. If you don’t
create your online presence, someone
else will or maybe already has.
Social Media Platforms
Facebook
Twitter
YouTube
Pinterest
Google+
First stop…Privacy Checkup!
Claim your name at:
Facebook.com/Username
Who are you?
Call-To-Action
Call-To-Action
Create categories to organize content strategy.
• Health and wellness tips
• Treatment options
• Research updates
• News
•...
Posting Content
• Use page insights for timing. (Remember
different time zones.)
• Create share-worthy posts.
• Be brief.
Results: Look beneath the surface…
Images
Content: Think Mobile
Targeted Posts
Monitoring / Engagement
We post this:
Monitoring/Engagement
And this
happens:
Monitoring/Engagement
So we do this:
Facebook Reach
• Organic: your fans who initially see your post
• Viral: fans share your post – and it takes off!
• Paid: ...
Organic
• Only a small percentage of those who like your
page will see your posts organically:
• April 2012 – 16%
• Februa...
Twitter Chat
Case Study: UT Ligament Split Tear
Dr. Berger’s Discovery: UT Ligament
Split Tear
Jayson Werth’s Experience
USA TodayUSA Today
Last FridayLast Friday
3031031-9
Less than 24 hours after my initial appointment, I not
only had a new diagnosis - a UT split tear - but had
surgery to cor...
Annotations
Rare Diseases / Conditions
Unique Myelofibrosis Patients
Dr. Ruben Mesa’s Observations
“The YouTube videos have been an important
part of a comprehensive program I have built in
A...
Efficiency
Best Practices
• Compelling captions
• Strong call-to-actions
• Consistent branding across platforms
• Review Pinterest bo...
Best Practices
• Joined March 12, 2013
• Within one month, we had about 6,200 followers.
• Proactive
• Adding notable orga...
Questions?
socialmediacenter@mayo.edu
Twitter: @MakalaJohnson
Social Media at Mayo Clinic - UMR
Social Media at Mayo Clinic - UMR
Social Media at Mayo Clinic - UMR
Social Media at Mayo Clinic - UMR
Social Media at Mayo Clinic - UMR
Social Media at Mayo Clinic - UMR
Social Media at Mayo Clinic - UMR
Social Media at Mayo Clinic - UMR
Social Media at Mayo Clinic - UMR
Social Media at Mayo Clinic - UMR
Social Media at Mayo Clinic - UMR
Social Media at Mayo Clinic - UMR
Social Media at Mayo Clinic - UMR
Social Media at Mayo Clinic - UMR
Social Media at Mayo Clinic - UMR
Social Media at Mayo Clinic - UMR
Social Media at Mayo Clinic - UMR
Social Media at Mayo Clinic - UMR
Social Media at Mayo Clinic - UMR
Social Media at Mayo Clinic - UMR
Social Media at Mayo Clinic - UMR
Social Media at Mayo Clinic - UMR
Social Media at Mayo Clinic - UMR
Social Media at Mayo Clinic - UMR
Social Media at Mayo Clinic - UMR
Social Media at Mayo Clinic - UMR
Social Media at Mayo Clinic - UMR
Social Media at Mayo Clinic - UMR
Social Media at Mayo Clinic - UMR
Social Media at Mayo Clinic - UMR
Social Media at Mayo Clinic - UMR
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Social Media at Mayo Clinic - UMR

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3/12/15

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Social Media at Mayo Clinic - UMR

  1. 1. Using Social Media in Health Care to Engage and Educate 3/12/15 – UMR Class @MakalaJohnson
  2. 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. 3. Agenda • Our History • Social Media Platforms • Facebook • Twitter • YouTube • Pinterest • Google Plus
  4. 4. Mayo Clinic’s First Social Networkers
  5. 5. Sources Influencing Preference for Mayo Clinic
  6. 6. The Internet merely amplifies word of mouth.
  7. 7. Mayo Clinic Center for Social Media
  8. 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. 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. 10. Applying social media in health care isn’t just inevitable; it’s the right thing to do in the interest of patients.
  11. 11. Employee Education • Video: • http://youtu.be/pjocDhlicJs • Guidelines: • mayocl.in/SMguidelines
  12. 12. Mayo Clinic Medical Edge
  13. 13. Entry into New Media • Existing Medical Edge radio mp3s • Launched 2005; downloads up 8,217% in 2 months
  14. 14. Longer Podcasts
  15. 15. Involuntary Myspace Presence
  16. 16. Social media is inevitable. If you don’t create your online presence, someone else will or maybe already has.
  17. 17. Social Media Platforms Facebook Twitter YouTube Pinterest Google+
  18. 18. First stop…Privacy Checkup!
  19. 19. Claim your name at: Facebook.com/Username
  20. 20. Who are you?
  21. 21. Call-To-Action
  22. 22. Call-To-Action
  23. 23. Create categories to organize content strategy. • Health and wellness tips • Treatment options • Research updates • News • Patient stories • Health events in the community
  24. 24. Posting Content • Use page insights for timing. (Remember different time zones.) • Create share-worthy posts. • Be brief.
  25. 25. Results: Look beneath the surface…
  26. 26. Images
  27. 27. Content: Think Mobile
  28. 28. Targeted Posts
  29. 29. Monitoring / Engagement We post this:
  30. 30. Monitoring/Engagement And this happens:
  31. 31. Monitoring/Engagement So we do this:
  32. 32. Facebook Reach • Organic: your fans who initially see your post • Viral: fans share your post – and it takes off! • Paid: $$$
  33. 33. 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%
  34. 34. Twitter Chat
  35. 35. Case Study: UT Ligament Split Tear
  36. 36. Dr. Berger’s Discovery: UT Ligament Split Tear
  37. 37. Jayson Werth’s Experience
  38. 38. USA TodayUSA Today
  39. 39. Last FridayLast Friday 3031031-9
  40. 40. 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.
  41. 41. Annotations
  42. 42. Rare Diseases / Conditions
  43. 43. Unique Myelofibrosis Patients
  44. 44. 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.”
  45. 45. Efficiency
  46. 46. 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
  47. 47. Best Practices • Joined March 12, 2013 • Within one month, we had about 6,200 followers. • Proactive • Adding notable organizations, people to our Google+ circles
  48. 48. Questions? socialmediacenter@mayo.edu Twitter: @MakalaJohnson

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