Nevada Chronic Disease Conference

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"Using Social Media in Health Care to Engage and Educate: Lessons Learned from Mayo Clinic"

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  • How many have Facebook account? Twitter?
  • Perhaps when I say LinkedIn, many of you think about a prison cell. Twitter…the sound a bird makes Nostalgia for the days 4G was just a parking space
  • We view social media as word of mouth, which Mayo Clinic has been built on for nearly 150 yrs.
  • Social media is the 21 st century word of mouth.
  • Transparency
  • Example SMHN Members: Vanderbilt University Medical Center, American Hospital Association, Sutter Health Training: Residencies, Summits
  • Featured on front page for about 3 weeks
  • Previously left on the cutting-room floor
  • 2 nd most used search engine
  • Has since said “In the hundreds now”
  • Obama Twitter Town Hall
  • Following does not indicate endorsement
  • Health Promotion
  • Can subscribe to updates
  • Found out about it at 9 a.m. on a Tuesday before it would come off embargo at 3 p.m. that same day.
  • The next day, Wednesday morning
  • Over 28,000 members
  • These pins are driving traffic to our site, meaning our content is being seen by more people.
  • There are sites that gather stats for Pinterest, giving you a better look at how your boards are being viewed. Many options…
  • Nevada Chronic Disease Conference

    1. 1. Using Social Media in Health Care to Engage and Educate: Lessons Learned from Mayo Clinic Makala Johnson January 19, 2012
    2. 2. Me • Wisconsin-ite • Mayo Clinic Center for Social Media Associate • @MakalaJohnson
    3. 3. Mayo ClinicMayo Clinic is a nonprofit worldwide leader in medicalcare, research and education. The needs of the patient come first. Over 1,000,000 clinic patients annually Over 58,000 employees Three main campuses: Minnesota, Arizona, Florida
    4. 4. Agenda• Our History• Individual Social Media Platforms• Connecting the Dots: Case Studies• Mobile• Things to Consider• Questions
    5. 5. 1994 – The Today Show http://www.youtube.com/watch?v=hVKRSsrIqpA
    6. 6. Our History
    7. 7. Mayo Clinic and Word of Mouth
    8. 8. The Internet merely amplifies word of mouth.
    9. 9. Social media is inevitable. Ifyou don’t create your onlinepresence, someone else will or maybe already has.
    10. 10. Employee Guidelines
    11. 11. http://sharing.mayoclinic.org/guidelines/for-mayo-clinic-employees/
    12. 12. If you think blocking is a viable long-term option...
    13. 13. Implication• You already have most of the risks... why not also get some of the benefits from these powerful tools?
    14. 14. Applying social media in health care isn’t just inevitable: it’s the right thing to do in the interest of patients. -Lee Aase, Director
    15. 15. Mayo Clinic’s Social Media Experience
    16. 16. Center for Social Media• It exists to improve health globally by accelerating effective application of social media tools. socialmedia.mayoclinic.org• Social Media Health Network (SMHN) network.socialmedia.mayoclinic.org Over 145 member organizations
    17. 17. http://network.socialmedia.mayoclinic.org/
    18. 18. Mayo Clinic Medical EdgeSyndicated News Media Resources
    19. 19. First Foray in New Media• Existing Medical Edge radio mp3s• Launched 2005; downloads up 8,217% Oct vs. Aug
    20. 20. Step 2: More, Longer Podcasts
    21. 21. Involuntary Social Network Presence: MySpace.com/MayoClinic
    22. 22. Social Media Platforms
    23. 23. Facebook• Keep in touch with people• Status updates, photos, comments, private messages• “Friends” Unfriend (added to Oxford Dictionary, 2009): ‘a verb that means to remove someone as a “friend” on a social networking site such as Facebook.’
    24. 24. Settings (Upper-right)
    25. 25. Facebook: 11/7/07
    26. 26. Facebook
    27. 27. Engagement
    28. 28. Expert(s) Available to Chat
    29. 29. Listen and learn.
    30. 30. Transparency
    31. 31. Geographic Targeting
    32. 32. Facebook InsightsFacebook
    33. 33. Reclaiming YouTube: Feb. ’08
    34. 34. Playlists
    35. 35. Embeds
    36. 36. Annotations
    37. 37. Efficiency
    38. 38. Rare Diseases / Conditions
    39. 39. Unique Myelofibrosis Patients
    40. 40. The Cowans• Alerted to interesting video of elderly couple playing piano in Gonda atrium• Video had been seen 1,005 times in six preceding months since upload• Embedded in Sharing Mayo Clinic, posted to Facebook, Tweeted on 4/7/09
    41. 41. http://www.youtube.com/watch?v=RI-l0tK8Ok0
    42. 42. The next day = April 8
    43. 43. Sunday, May 3
    44. 44. May 10
    45. 45. May 15
    46. 46. May 26
    47. 47. May 26, 2009: Live in Studio Good Morning America
    48. 48. http://doga.nhk.or.jp/doga/viewvideo.jspx?Movie=48411824/48411824peevee303306.flv
    49. 49. Results to Date• More than 8.3 million views on YouTube• From 200 views/month to 5,000 views/hour• National TV coverage in U.S. and Japan
    50. 50. YouTube Analytics
    51. 51. Twitter• Messages up to 140 characters = “Microblogging”• “for the people you don’t know yet”• Uses?
    52. 52. Information Sharing
    53. 53. Quick Answers
    54. 54. Discussion
    55. 55. News
    56. 56. Assistance
    57. 57. Vernacular• Handle = username (@makalajohnson)• Retweet = Forwarding another user’s tweet to all of your followers• Modified Tweet = Twitter etiquette applied to edited tweet (MT)
    58. 58. Vernacular• Follow = choose to receive another’s tweets in your newsfeed• Hashtag = the # symbol is used to mark keywords or topics in a tweet • #HCSM = Health Care Social Media • #MCCSM = Mayo Clinic Center for Social Media• Direct Message = private tweet sent to a follower• Twitter Chat (tweetchat) = Twitter meeting where participants coalesce around a predetermined hashtag
    59. 59. Settings (upper-right)
    60. 60. @MayoClinic on Twitter: 4/29/08
    61. 61. Twitter Chats
    62. 62. Online Ideation Chat #POTF
    63. 63. Link Shortenerhttp://www.mayoclinic.com/health/crohns-disease/DS00104 http://bit.ly/IAT9o5Concerns?•Lost brand consistency•Difficult to remember
    64. 64. Custom-Shortened Domain
    65. 65. Measurement
    66. 66. Social Media Revolution http://www.youtube.com/watch?v=QUCfFcchw1w
    67. 67. The $4-a-month online newsroom, ‘08
    68. 68. Newsblog
    69. 69. Don’t just pitch the media. Be the media.
    70. 70. Sharing Mayo Clinic blog
    71. 71. Connect.MayoClinic.org
    72. 72. Pinterest• Fastest site to reach 10 million users• Largely popular among women Key demographic• Create boards• Share, recommend and educate• Endless scroll• Inspires action ©2011 MFMER | 3139261-95
    73. 73. ACTION ©2011 MFMER | 3139261-97
    74. 74. What is Pinterest?
    75. 75. Analytics
    76. 76. Connecting the Dots: Case Study #1
    77. 77. Discovery by Richard Berger, M.D., Ph.D. (Dean, Mayo School of CME): Ulnotriquetral (UT) Ligament Split Tear
    78. 78. Jayson Werth’s Experience
    79. 79. Connecting the Dots: Case Study #2
    80. 80. Know Your Numbers bit.ly/HeartNumbers
    81. 81. Facebook Ad
    82. 82. Twitter
    83. 83. Contest Site and Posting • Participation: • 1031 individuals • 18 teams
    84. 84. MayoClinic.com Ad
    85. 85. Media Hits
    86. 86. Mayo Clinic Patient Experience Mobile App
    87. 87. Things to Consider Before Diving In…• Business Goals?• Audience?• Most effective platforms?• Desired Outcomes?• Measurement?
    88. 88. Questions?Email: johnson.makala@mayo.edu Twitter: @MakalaJohnson SocialMedia.MayoClinic.org

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