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Mini-Social Media Residency at NCMEDR

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Slides from today's program at the 3rd Annual Communities of Practice Conference for National Center for Medical Education Development and Research in Nashville, TN.

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Mini-Social Media Residency at NCMEDR

  1. 1. ©2016 MFMER | 3507910-Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited Mini-Social Media Residency #MCSMN
  2. 2. !2 Your Faculty
  3. 3. !3 Today’s Agenda • Mayo Clinic Social Media DNA and #MCSMN • Starting with Strategy • PAID: A Four-Letter Word, but not a Dirty One • Preview of Full Residency, and #MCSMN Trial Membership • Case Study and Fellow Progression • #AskUsAnything
  4. 4. !4
  5. 5. If I can do this…
  6. 6. !6 Insights from yesterday… • Start where you are • Do something that is practical and doable • Don’t let perfect be the enemy of the good • Don’t just focus on med students - also Residency and CME • Teach med students in an intra-professional environment • What are the basic communications skills we need?
  7. 7. ©2016 MFMER | 3507910-Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited Mayo Clinic’s Social Networking DNA
  8. 8. !9
  9. 9. !10 Why?
  10. 10. !11
  11. 11. “(In 1905) McClure’s Magazine…recounted the story of that country doctor and his brother, and of St. Mary’s Hospital, which handled more surgical cases annually than any other hospital in the United States, more than even the great Johns Hopkins.” (The Doctors Mayo, Helen Clapesattle, p. 289)
  12. 12. Mayo Clinic’s Original Social Networkers
  13. 13. “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)
  14. 14. Countries Dr. Will Mayo Visited
  15. 15. 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
  16. 16. The Surgeons Club
  17. 17. … and is part of the DNA of healthcare! Social Networking is part of Mayo Clinic’s DNA…
  18. 18. !21 Information Sources Behind Preference for Mayo Clinic
  19. 19. Social Media = Digital Social Networking
  20. 20. !23 From Syndicated Media… …to “New” Media (Podcasting)
  21. 21. !24 Involuntary “Representation” in Social Networks myspace.com/MayoClinic
  22. 22. !25 Adopting Free Platforms and Low-Cost Tools • 2007 - Facebook • 2008 • YouTube • Flip Cameras • Twitter • Blogs
  23. 23. !26 Strategic Investment in 2010 • Established Mayo Clinic Center for Social Media, adding social media staff in MN, AZ and FL • Created Social Media Health Network to connect with and serve colleagues elsewhere • Both are now combined as the Mayo Clinic Social Media Network (#MCSMN)
  24. 24. ©2016 MFMER | 3507910-Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited Starting with Strategy Lee Aase (@LeeAase)
  25. 25. !28 Communications & Marketing Self-Diagnosis Through the Years • 1970s - “I need a Yellow Pages ad!” • 1980s - “I need a billboard!” • 1990s - “I need a brochure!” • 2000s - “I need an email campaign!” • 2010s - “I need a Facebook Page!”
  26. 26. !29 Definitions • Strategy: Reaching out to Who and Why • Tactics: When and How to connect, and What to say • Tools: Where to make the connections
  27. 27. !30 What happens when you choose Tools before developing Strategy & Tactics?
  28. 28. !31 Elements of Strategy Development • Identifying Audience(s): Who do you reach now? Who do you want to reach? • Clarifying Goals: What do you want your audience(s) to understand and do. • Developing Messages: What are your main points? What will cause the effect you seek?
  29. 29. !32 Strategy Reality Check • Audience(s): Defined accurately and precisely? Accounted for differences within groups? • Goal(s): Where do you want to be? By when? Achievable? What are obstacles? Defined in a way that can be measured? • Messages: Are they clear and jargon-free? Actionable? • Consistent with overall organizational strategy?
  30. 30. !33 Tactics Reality Check • Learning Style • Visual/Auditory/Kinesthetic • Special Needs/Close Captioning/Transcripts • Online Location • Timing • Life/Work Schedule • Calendar considerations/Seasons
  31. 31. !34 Develop an Integrated Plan • Coordinate communications across all selected platforms (e.g. social sites + email, print, direct mail, legacy media) • Style and tone consistent across platforms • Each platform invites engagement with every other platform • Create a progression of engagement
  32. 32. !35 Mayo Clinic’s Social Media Strategy(ies) • Build on word-of-mouth tradition • Reach global audiences where they are • Create or deepen relationships with Mayo Clinic
  33. 33. !36
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  36. 36. !39
  37. 37. !40
  38. 38. ©2016 MFMER | 3507910-Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited Paid: A Four-Letter Word, but not a Dirty One Cynthia Floyd Manley (@CynthiaManley)
  39. 39. ©2016 MFMER | 3507910-Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited #MCSMN Membership and Full Social Media Residency Preview
  40. 40. The Surgeons Club
  41. 41. The Surgeons Club for Social Media in Healthcare
  42. 42. #MCSMN Vision, Mission, Strategy • 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. • Make resources developed for Mayo Clinic staff available to peers, and generate revenue to support the effort.
  43. 43. #MCSMN: A Catalyst for Health Care Social Media • Guidelines • Best Practices • Platforms • Training • Consultation
  44. 44. !47 Social for Healthcare Certificate from Mayo Clinic and Hootsuite • Front-line training for Mayo Clinic staff interested in social media applications • Comprehensive in scope but modular for flexible, à la carte use 3.5 AMA PRA Category 1 CreditsTM Available
  45. 45. !48
  46. 46. !49
  47. 47. !50
  48. 48. !51
  49. 49. !52
  50. 50. !53 Full Social Media Residency Preview • Advanced training on latest platform developments • Hands-on video training • Framework for developing your strategic plan
  51. 51. !54
  52. 52. !55 Strategic Planning Resources through #MCSMN
  53. 53. ©2016 MFMER | 3507910-Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited Case Study and Fellow Progression Dr. Katherine Y. Brown (@KatherineYBrown)
  54. 54. !57
  55. 55. ©2016 MFMER | 3507910-Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited #AskUsAnything
  56. 56. ©2016 MFMER | 3507910-Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited We look forward to your continued involvement and contributions! https://socialmedia.mayoclinic.org/ socialmediacenter@mayo.edu

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