Using Social Media to Engage and Educate Potential Customers: Lessons Learned from Mayo Clinic <ul><li>Makala Johnson (@Ma...
Disclaimer <ul><li>Small Town in Wisconsin </li></ul><ul><ul><li>(Green Bay Packer fan) </li></ul></ul>
Agenda <ul><li>Mayo Clinic’s Social Media Experience </li></ul><ul><li>Social Media in Historical Context </li></ul><ul><l...
Social Media Revolution http:// www.youtube.com/watch?v =3SuNx0UrnEo
A Brief History of Social Media  at Mayo Clinic
Mission: Lead the social media revolution in health care, contributing to health and well-being for people everywhere.
Social Media Health Network <ul><li>Membership group of organizations wanting to use social media to promote health, fight...
http://network.socialmedia.mayoclinic.org/
Mayo Clinic Medical Edge Syndicated News Media Resources
First Foray in New Media <ul><li>Existing  Medical Edge  radio mp3s </li></ul><ul><li>Launched 2005; downloads up 8,217% O...
Step 2: More, Longer Podcasts
 
Involuntary Social Network Presence: MySpace.com/MayoClinic
Facebook: 11/7/07
 
 
Reclaiming  YouTube : Feb. ’08
 
@MayoClinic  on Twitter: 4/29/08
 
Podcast Blog: April ’08
The $4-a-month online newsroom
 
 
 
<ul><li>Don’t  just  pitch the media.  Be  the media. </li></ul>
Sharing Mayo Clinic  - Jan. 2009
 
Connect.MayoClinic.org
A Broader Historical Perspective...
 
 
 
Thesis #1: Social media are as old as human speech, with air being the medium through which sound waves propagated.
Mayo Clinic and Word of Mouth
Mayo Clinic and Word of Mouth <ul><li>91 percent of patients surveyed say they have said “good things” to an average of 40...
Sources of Information Influencing Preference for Mayo Clinic
Thesis #2: Electronic tools merely facilitate broader and more efficient transmission by overcoming inertia and friction.
 
 
 
Know Your Numbers
Thesis #7: Hand-wringing about merits and dangers of social media is as productive as debating gravity.
 
 
 
If you think blocking is a viable long-term option...
 
Implication <ul><li>You already have most of the risks... why not also get some of the benefits from these powerful tools?...
Transparency
 
 
 
Thesis #15: You can hear a lot just by listening.
 
Patient Video Guides
Connecting the Dots: Mayo Clinic Case Study #1
Discovery by Richard Berger, M.D., Ph.D. (Dean, Mayo School of CME):  Ulnotriquetral (UT) Ligament Split Tear
 
 
 
 
 
 
 
 
 
 
Mayo Clinic Case Study #2
The  Octogenarian  Story <ul><li>Alerted to interesting video of elderly couple playing piano in Gonda atrium </li></ul><u...
The next day...
Six days later...
April 22
Sunday, May 3
 
May 4
Cinco de  Mayo
May 10
 
May 11
May 15
Early Morning May 26
May 26, 2009: Live in Studio Good Morning America
 
Results to Date <ul><li>More than 7.9 million views on YouTube </li></ul><ul><li>>1.4 million views on  Sharing Mayo Clini...
Aging Services Best Practices
Your Audience?
Your Audience…? <ul><li>Adult children of aging parents </li></ul><ul><ul><li>“Over 50% of these children are caring for p...
“ Facebook for Centenarians: Senior Citizens Learn Social Media” –  The Atlantic
<ul><li>Reconnecting with people from past </li></ul><ul><li>Finding support from others living with chronic disease </li>...
“How has the Internet changed your life?” <ul><li>“We feel like we’ve joined the human race.”  </li></ul><ul><li>“We’re no...
<ul><li>From April 2009 to May 2010, social media useage among those ages 65 and older grew 100%, from 13% to 26%. ( Pew R...
 
Best Practice:  “Silverado Senior Living and the ROI of 24/7 Chat”
<ul><li>Chat Line paid for itself in 7 months </li></ul><ul><li>350 inquiries (From January-August, 2011) </li></ul><ul><l...
Best Practice http://www.youtube.com/watch?v=uZ7-n930zJo
Best Practice: Adeste In-Home Care <ul><li>Frequently updated blog </li></ul><ul><li>Article example:  “Questions to Ask b...
Best Practice:  Senior Living Communities <ul><li>Company’s CEO, Donald Thompson, in a series of candid videos. </li></ul>...
Thesis #37: Applying social media in health care isn’t just inevitable: it’s the  right  thing to do in the interest of pa...
Questions?
For Further Interaction: <ul><li>[email_address] </li></ul><ul><li>@MakalaJohnson (on Twitter) </li></ul><ul><li>http:// s...
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MN Institute of Aging Services

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  • http://www.youtube.com/watch?v=sIFYPQjYhv8
  • Lee Aase first had to prove himself, walking around with a FlipCam and developing the case studies to prove the worth.
  • 95-theses Wittenberg, Germany
  • Printing Press – wide dissemination
  • Lee Aase – SMUG - Smuggles
  • Mayo Bros We view social media as what Mayo Clinic has been built on for nearly 150 yrs. 91 percent of patients surveyed say they have said “good things” to an average of 40 people after a Mayo visit
  • Social media is the 21 st century word of mouth.
  • Also, make copies for distribution
  • Also discuss transparency
  • Color code
  • Has since said “In the hundreds now”
  • http://www.youtube.com/watch?v=RI-l0tK8Ok0
  • MN Institute of Aging Services

    1. 1. Using Social Media to Engage and Educate Potential Customers: Lessons Learned from Mayo Clinic <ul><li>Makala Johnson (@MakalaJohnson) </li></ul><ul><li>Associate, Mayo Clinic Center for Social Media </li></ul><ul><li>February 10, 2012 </li></ul>
    2. 2. Disclaimer <ul><li>Small Town in Wisconsin </li></ul><ul><ul><li>(Green Bay Packer fan) </li></ul></ul>
    3. 3. Agenda <ul><li>Mayo Clinic’s Social Media Experience </li></ul><ul><li>Social Media in Historical Context </li></ul><ul><li>Aging Services Best Practices </li></ul><ul><li>Questions </li></ul>
    4. 4. Social Media Revolution http:// www.youtube.com/watch?v =3SuNx0UrnEo
    5. 5. A Brief History of Social Media at Mayo Clinic
    6. 6. Mission: Lead the social media revolution in health care, contributing to health and well-being for people everywhere.
    7. 7. Social Media Health Network <ul><li>Membership group of organizations wanting to use social media to promote health, fight disease and improve health care </li></ul><ul><li>Curriculum/training materials, technical support, forum for collective learning </li></ul><ul><li>100 member organizations as of 2/1/12 (i.e. American Hospital Association, Sutter Health, Vanderbilt University Medical Center) </li></ul>
    8. 8. http://network.socialmedia.mayoclinic.org/
    9. 9. Mayo Clinic Medical Edge Syndicated News Media Resources
    10. 10. First Foray in New Media <ul><li>Existing Medical Edge radio mp3s </li></ul><ul><li>Launched 2005; downloads up 8,217% Oct vs. Aug </li></ul>
    11. 11. Step 2: More, Longer Podcasts
    12. 13. Involuntary Social Network Presence: MySpace.com/MayoClinic
    13. 14. Facebook: 11/7/07
    14. 17. Reclaiming YouTube : Feb. ’08
    15. 19. @MayoClinic on Twitter: 4/29/08
    16. 21. Podcast Blog: April ’08
    17. 22. The $4-a-month online newsroom
    18. 26. <ul><li>Don’t just pitch the media. Be the media. </li></ul>
    19. 27. Sharing Mayo Clinic - Jan. 2009
    20. 29. Connect.MayoClinic.org
    21. 30. A Broader Historical Perspective...
    22. 34. Thesis #1: Social media are as old as human speech, with air being the medium through which sound waves propagated.
    23. 35. Mayo Clinic and Word of Mouth
    24. 36. Mayo Clinic and Word of Mouth <ul><li>91 percent of patients surveyed say they have said “good things” to an average of 40 people after a Mayo visit </li></ul><ul><li>85 percent say they recommended Mayo to a friend </li></ul><ul><ul><li>Advised an average of 16 to come </li></ul></ul><ul><ul><li>5 actually came </li></ul></ul>
    25. 37. Sources of Information Influencing Preference for Mayo Clinic
    26. 38. Thesis #2: Electronic tools merely facilitate broader and more efficient transmission by overcoming inertia and friction.
    27. 42. Know Your Numbers
    28. 43. Thesis #7: Hand-wringing about merits and dangers of social media is as productive as debating gravity.
    29. 47. If you think blocking is a viable long-term option...
    30. 49. Implication <ul><li>You already have most of the risks... why not also get some of the benefits from these powerful tools? </li></ul>
    31. 50. Transparency
    32. 54. Thesis #15: You can hear a lot just by listening.
    33. 56. Patient Video Guides
    34. 57. Connecting the Dots: Mayo Clinic Case Study #1
    35. 58. Discovery by Richard Berger, M.D., Ph.D. (Dean, Mayo School of CME): Ulnotriquetral (UT) Ligament Split Tear
    36. 69. Mayo Clinic Case Study #2
    37. 70. The Octogenarian Story <ul><li>Alerted to interesting video of elderly couple playing piano in Gonda atrium </li></ul><ul><li>Video shot by another patient and uploaded to YouTube by her daughter </li></ul><ul><li>Video had been seen 1,005 times in six preceding months since upload </li></ul><ul><li>Embedded in Sharing Mayo Clinic , posted to Facebook, Tweeted on 4/7/09 </li></ul>
    38. 71. The next day...
    39. 72. Six days later...
    40. 73. April 22
    41. 74. Sunday, May 3
    42. 76. May 4
    43. 77. Cinco de Mayo
    44. 78. May 10
    45. 80. May 11
    46. 81. May 15
    47. 82. Early Morning May 26
    48. 83. May 26, 2009: Live in Studio Good Morning America
    49. 85. Results to Date <ul><li>More than 7.9 million views on YouTube </li></ul><ul><li>>1.4 million views on Sharing Mayo Clinic </li></ul><ul><li>From 200 views/month to 5,000 views/hour </li></ul><ul><li>National TV coverage in U.S. and Japan </li></ul>
    50. 86. Aging Services Best Practices
    51. 87. Your Audience?
    52. 88. Your Audience…? <ul><li>Adult children of aging parents </li></ul><ul><ul><li>“Over 50% of these children are caring for parent from another state.” – Megan Shea, RetireLife </li></ul></ul><ul><li>Seniors / Aging population </li></ul>
    53. 89. “ Facebook for Centenarians: Senior Citizens Learn Social Media” – The Atlantic
    54. 90. <ul><li>Reconnecting with people from past </li></ul><ul><li>Finding support from others living with chronic disease </li></ul><ul><li>Keeping in touch with family and friends via photos and videos </li></ul><ul><li>74+ demographic = fastest-growing demographic among social networks – Pew Research </li></ul><ul><li>Studies </li></ul>
    55. 91. “How has the Internet changed your life?” <ul><li>“We feel like we’ve joined the human race.” </li></ul><ul><li>“We’re not as close to the grave as we thought.” </li></ul>
    56. 92. <ul><li>From April 2009 to May 2010, social media useage among those ages 65 and older grew 100%, from 13% to 26%. ( Pew Research ) </li></ul>
    57. 94. Best Practice: “Silverado Senior Living and the ROI of 24/7 Chat”
    58. 95. <ul><li>Chat Line paid for itself in 7 months </li></ul><ul><li>350 inquiries (From January-August, 2011) </li></ul><ul><li>10% of those inquiries converted </li></ul>
    59. 96. Best Practice http://www.youtube.com/watch?v=uZ7-n930zJo
    60. 97. Best Practice: Adeste In-Home Care <ul><li>Frequently updated blog </li></ul><ul><li>Article example: “Questions to Ask before you Hire a Companion Agency for your Elderly Parents” </li></ul><ul><li>Positioning themselves well as informational sources </li></ul>
    61. 98. Best Practice: Senior Living Communities <ul><li>Company’s CEO, Donald Thompson, in a series of candid videos. </li></ul><ul><li>I.e. Cost of living in one of their communities to the company’s stability. </li></ul>
    62. 99. Thesis #37: Applying social media in health care isn’t just inevitable: it’s the right thing to do in the interest of patients.
    63. 100. Questions?
    64. 101. For Further Interaction: <ul><li>[email_address] </li></ul><ul><li>@MakalaJohnson (on Twitter) </li></ul><ul><li>http:// socialmedia.mayoclinic.org </li></ul>

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