1. ©2016 MFMER | 3507910-
Social Media Applications for Mayo
Clinic…and You
Lee Aase (@LeeAase), Director, Mayo Clinic Social Media Network
Department of Laboratory Medicine and Pathology Grand Rounds
August 2, 2017

2. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 2
Learning Objectives
After this presentation, you will be able to
• Describe the role of social networking in the growth and
development of Mayo Clinic
• Discuss the continuity between old-fashioned social networking and
modern social media platforms
• Identify standards and resources to guide involvement in social
media in a way that accords with Mayo Clinic’s founding values
• Develop a personal philosophy of involvement in social media
platforms

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Social Networking is part of
Mayo Clinic’s DNA
Social Networking: Creating
& strengthening relationships
through communication

4. 4
Mayo Clinic’s First Social Networkers

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Dr. William J. Mayo’s Travels
“By the end of the 1920s Dr. Will could
say he had studied surgery in every town
in America and Canada of one hundred
thousand population or more, and had
crossed the Atlantic thirty times.”
(The Doctors Mayo, Helen Clapesattle, p. 405)

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Countries Dr. Will Mayo Visited

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Countries Dr. Will Mayo Visited
Austria
Denmark Ireland Scotland
Australia England Italy Sweden
Argentina Fiji Mexico Switzerland
Belgium Finland New Zealand Uruguay
Canada France Norway
Chile Germany Peru
Cuba Holland Russia

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The Surgeons Club

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Information Sources Behind Preference for Mayo Clinic

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Moving Mayo Clinic from Social
Networking to Social Media

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From Syndicated Media…

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To “New” Media (Podcasting)

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Involuntary “Representation” in Social Networks
myspace.com/MayoClinic

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Accelerated Adoption of Free Platforms
and Low-Cost Tools
• 2007 - Facebook
• 2008
• YouTube
• Flip Cameras
• Twitter
• Blogs

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An Early Success Story: Myelofibrosis

16. 16
Unique Myelofibrosis Cases

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Accelerating Knowledge Diffusion and Building the Practice

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Cost-Effective
Knowledge Sharing
and Reputation
Enhancement
Lee’s Law:
As I approaches 0,
ROI approaches
∞

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Amplifying Word-of-Mouth Marketing
• 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

29. Overcoming Organic Reach Reductions
• Facebook profits through audience “stickiness”
• When we post on Mayo Clinic’s Facebook page, the
typical initial organic (unpaid) reach is 1-3 percent
• When you share that same post on your Facebook
profile, a much higher percentage of your friends see it
• Interesting, High-Quality Content = More Shares, Reach

37. 37
How can social media tools
help you?

38. Finding Peers (or Patients) with Common Interests

44. Some of the responses…

50. Manage Your Online Reputation – What does
Google say about you?

52. Top Recommendations for Building/Managing
Your Personal Reputation
• Create a Twitter account
• Create a professional profile on LinkedIn
• Claim and complete your profile on Doximity

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Mayo Social Media Resources

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The Mayo Clinic Social Media Network
• The Mayo Clinic Social Media Network (#MCSMN) 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.
• Makes resources developed for Mayo Clinic staff available to
peers, and generates revenue to support mission.

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#MCSMN: A Catalyst for Health Care Social Media
• Guidelines
• Best Practices
• Platforms
• Training
• Consultation

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Go to socialmedia.mayoclinic.org/register to get your
FREE Mayo Clinic employee Premium membership

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58. Mayo Clinic’s Social Media Guidelines
1. All policies apply in social
2. Speak for yourself
3. Be professional
4. Be transparent
5. Practice mutual respect
6. Get your work done
7. Don’t “friend” patients
8. Don’t “friend” direct reports
9. Don’t endorse for Mayo
10. No Mayo logo or name

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Social for Healthcare Certificate from Mayo Clinic and Hootsuite
3.5 AMA PRA Category 1 CreditsTM Available

62. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 62
Five Steps to Safe, Effective Social Engagement
1. Create MCSMN member account using mayo.edu email
2. Complete Social for Healthcare Certificate
3. Explore Mayo Clinic Connect (same account as MCSMN)
4. Follow Mayo Clinic on Facebook, Twitter & share posts
5. Contact us for a consultation if you have ideas for applying
social media in your work (socialmediacenter@mayo.edu)