Social Media 110: Mayo Clinic's Social Media History


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Social Media 110 is part of Social Media Residency, a project of the Mayo Clinic Center for Social Media.

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Social Media 110: Mayo Clinic's Social Media History

  1. Social Media 110:Mayo Clinic’s Social Media HistorySocial Media ResidencyMayo Clinic Center for Social Media
  2. Mayo Clinic’s First Social Networkers
  3. A Rochester Landmark...
  4. Dr. Henry Plummer: Inventor of the PMR
  5. Patient Word of Mouth• 91% said “good things” about Mayo Clinic after visits • Average of 43 heard “good things”• 86% recommended Mayo Clinic • Average of 24 advised to come • Average of 6 actually came 2009 Patient Brand Monitor, n=900 ©2011 MFMER | slide-18
  6. Sources Influencing Preferencefor Mayo Clinic Word of mouth 82 News stories 62 Hospital ratings 48 Internet 33MD recommendation 29Personal experience 26 Advertising 25 Direct mail 13 Social media 5 2010 study (n=119) Insurance plan 5 Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic; *differs significantly from Q2-2010 ©2011 MFMER | slide-20
  7. Mayo Clinic Medical EdgeSyndicated News Media Resources
  8. First Foray in “New” Media• Existing Medical Edge radio mp3s• Launched Sept. ‘05; 8,217% download increase
  9. Regrouping to PlanJust as genomics is the future of personalizedmedicine, personalized media are changing theway people get the news and information theywant and need. But as genomics increasinglysupplements and improves traditional medicinewithout replacing it, new media are helpfuladditions to mainstream, mass media. We stronglyrecommend reforming our processes to efficientlyproduce content that can be used for both massmedia and personalized media. Content Creation Task Force, 7/26/2006
  10. We recommend a three-phase approach. First, takeour existing products and, with minimumincremental effort, place them in new media formats.Second... work across teams ... to make best use ofthe audio and video production resources we have.Third, get more resources... to produce timely oreven daily content...We have not recommended a blog strategy at thistime, primarily because we have emphasizeddeveloping audio and video content that could havemultiple uses in both mass media and personalizedmedia, with relatively limited physician involvement.
  11. Reasons for Reluctance about Blogging• Keeping the content fresh• Wise use of resources • Physician/Researcher • Public Affairs• Authenticity - didn’t want to “ghost blog”
  12. My First Blog Post - 7/30/06Lines from Lee
  13. Mayo Clinic Medical Edge TVSample Sound Bite
  14. Recovering 99.41% for the 1-2% • Required almost no incremental MD effort • Process change - microphone on physician and interviewer • 90 minutes of editing per interview • More than 60,000 “hits” and 62 comments on Dr. Fischer’s podcast
  15. Private Blog for Public Affairs
  16. Free option
  17. First Social Media Consultant: Feb. 2007
  18. Blogging an Event: Nov. 2007
  19. Involuntary Social Networking Presence:
  20. Facebook: 11/7/07
  21. Second Consultant: Jan. 2008 “The world has voted, and we want to watch videos on YouTube.”
  22. Reclaiming YouTube: Feb. ’08
  23. Joining The Blog Council (now• Membership organization of blogging “companies”• Typically Fortune 500 • Coca-Cola, P&G, Wells Fargo, etc. • Mayo Clinic, Kaiser Permanente, U.S. Navy among “non-traditional” members
  24. “Flipping” our YouTube Channel
  25. @MayoClinic on Twitter: 4/29/08
  26. Podcast Blog: April ’08
  27. The $4-a-month online newsroom
  28. Let’s Talk “site” - May 2008
  29. Sharing Mayo Clinic - Jan. 2009
  30. Email from Dr. John Noseworthy - Sept. ’09
  31. Mayo Clinic Center for Social Media• Our Raison d’etre: The Mayo Clinic Center for Social Media 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.• Our Mission: Lead the social media revolution in health care, contributing to health and well being for people everywhere.
  32. A Catalyst for Social Media ©2011 MFMER | slide-40
  33. Social Media Health Network• Membership group associated with Mayo Clinic Center for Social Media• For organizations wanting to use social media to promote health, fight disease and improve health care• Dues based on organization revenues• Industry members eligible to join, but not accepting industry grant funding
  34. Mayo Clinic CEO Dr. John Noseworthy atMayo Clinic Social Media Summit - Oct. 2011