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Using Social Media to Meet Healthcare Business Objectives

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Slides for my October 17, 2018 webinar for the Indiana Society of Physician Recruiters

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Using Social Media to Meet Healthcare Business Objectives

  1. 1. ©2016 MFMER | 3507910- Using Social Media to Meet Healthcare Business Objectives Lee Aase, Director, Mayo Clinic Social Media Network @LeeAase
  2. 2. Agenda • Mayo Clinic History as Context • Examples of Practical Social Media Applications • Social Media and Provider Reputation • Responding to Issues via Social Media • Resources for Strategic Social Media Application
  3. 3. !4
  4. 4. !5 Why?
  5. 5. !6
  6. 6. Social Networking in Mayo Clinic’s History Social Networking: Creating & strengthening relationships through communication
  7. 7. “(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)
  8. 8. Mayo Clinic’s Original Social Networkers
  9. 9. “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)
  10. 10. Countries Dr. Will Mayo Visited
  11. 11. 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
  12. 12. The Surgeons Club
  13. 13. … and is part of the DNA of healthcare! Social Networking is part of Mayo Clinic’s DNA…
  14. 14. !17 Moving Mayo Clinic from Social Networking to Social Media
  15. 15. !18 Information Sources Behind Preference for Mayo Clinic
  16. 16. !19 From Syndicated Media… …to “New” Media (Podcasting)
  17. 17. !20 Involuntary “Representation” in Social Networks myspace.com/MayoClinic
  18. 18. !21
  19. 19. !22 Adopting Free Platforms and Low-Cost Tools • 2007 - Facebook • 2008 • YouTube • Flip Cameras • Twitter • Blogs
  20. 20. !23 Amplifying 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
  21. 21. !24
  22. 22. Increasing Patient Volumes
  23. 23. !26 Unique Myelofibrosis Cases MCF MCA
  24. 24. Cost-Effective Knowledge Sharing and Reputation Enhancement
  25. 25. ©2016 MFMER | 3507910- Social Media and Provider Reputation
  26. 26. What comes up on top when people Google you?
  27. 27. !32 Clicks by Search Position 0 10 20 30 40 1 2 3 4 5 6 7 8 9 10
  28. 28. !33 Elements of Your Online Persona • What you Create • Where you Participate • What’s subject to Debate
  29. 29. !34 Too often, high positions are taken by what’s subject to Debate
  30. 30. !35
  31. 31. !36 Why are review sites problematic? • Small samples. Numeric ratings may come from two or three reviews…or even one. • No Validation. The reviewer may not even be a patient. • Non-care factors (e.g. parking) can influence the rating.
  32. 32. !37 “Debate” Options 1. Solicit reviews on those sites from satisfied patients 2. Pay a monthly fee to a reputation management service 3. Remember what your high school organic chemistry teacher taught you…
  33. 33. The Solution to Pollution is Dilution
  34. 34. Use the other two elements of your digital persona to drive review sites down the page
  35. 35. What you Create • Official bio on your organization’s web site • Videos • Presentation slide decks • Doximity profile
  36. 36. Where you Participate • Twitter • LinkedIn • Places where you post what you create • YouTube - Videos • Slideshare - presentations • Blog - your own or a guest post on someone else’s
  37. 37. A first online impression of my physician partner, Farris Timimi, M.D. Medical Director, Mayo Clinic Social Media Network
  38. 38. !43
  39. 39. !44
  40. 40. !45 Reputation Management Steps we Recommend 1. Claim and complete your Doximity profile 2. Create and maintain a Twitter account 3. Create and maintain a LinkedIn profile 4. Shoot and upload a video to YouTube
  41. 41. !46 Why Doximity? • You already have a listing • Feeds U.S. News search engine • Opportunity to vote in specialty rankings in Best Hospitals issue • Time investment: minimal
  42. 42. !47 LinkedIn: The Leading Business Social Network • A properly constructed profile will likely make the first page of Google search. • Minimal time required, but posting updates and links will increase effectiveness.
  43. 43. !48 Twitter: Social Media’s Gateway Drug • Powerful professional networking tool. • Find common interests via hashtags, e.g. #LiverCancer, #LiverDisease, #Hepatitis, #AASLD • See Symplur directory
  44. 44. !49 More Activity = Higher Search Ranking Work posts on Twitter and LinkedIn into your routine • Post links to journal articles with brief commentary on a regular basis • Tweet during scientific meetings using conference hashtag to join conversation, make connections, share internationally • Timely tweets have often led to media interviews
  45. 45. !50 Twitter in 10 Minutes a Week • Identify key sources of tweetable information • Use Tweetdeck, Buffer or Hootsuite to schedule 5-7 tweets spaced throughout the upcoming week • Don’t be afraid to repeat a tweet • Use moments during brief breaks to engage on you smart phone
  46. 46. ©2016 MFMER | 3507910- Social Media Issues Management
  47. 47. !52 Attack of the Trolls
  48. 48. !53
  49. 49. !54 This weekend: It’s baaa-aack!
  50. 50. !55 Lessons • The Internet is Forever • If you see something, capture something • A strong social media presence is like a healthy lawn • In a fast-changing world, it’s more important than ever for us to learn together and share best practices
  51. 51. The Surgeons Club for Social Media in Healthcare
  52. 52. 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.
  53. 53. #MCSMN: A Catalyst for Health Care Social Media • Guidelines • Best Practices • Platforms • Training • Consultation
  54. 54. FREE Basic membership: socialmedia.mayoclinic.org
  55. 55. !63 Mayo Clinic 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. Mayo logo is profile no-go
  56. 56. !64 Guidelines/Policies are Necessary but not Sufficient • Protect organization but not employees • Communication and training are essential • Digital natives need to understand implications of professionalism • Busy senior staff need quick way to get up to speed on digital • If we trust our staff with narcotics and sharp instruments, we can trust them with Facebook and Twitter! • BUT — Just as we provide training on medical procedures, we need to offer training in use of communication power tools!
  57. 57. !65 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
  58. 58. !66
  59. 59. !67
  60. 60. !68
  61. 61. !69
  62. 62. !70 Mixing/Matching to Meet User Needs, Applications • Medical Students, Residents, Fellows: Professionalism, Monitoring/Measurement • Physician Staff: Twitter, LinkedIn • Communications, Marketing Staff and proponents of broader strategic application: Full Course • Various permutations based on user interests
  63. 63. !71 Mayo Clinic Social Media Network Organization Membership • Makes Mayo Clinic’s online social media training available to any staff in member organizations • Also provides • Access to community of peers using social media in health • Monthly educational webinars • Discounts on in-person events
  64. 64. !72 Social Media Residency • One-day, intensive Face-to-Face course • Prerequisite: Social for Healthcare Certificate • Upcoming Opportunities • Nov. 13 Jacksonville, FL • Dec. 11, Scottsdale, AZ
  65. 65. !73 Mayo Clinic Social Media Network Annual Conference: Nov. 14-15, 2018 in Jacksonville, FL
  66. 66. !74 Let’s Discuss! • @LeeAase on Twitter • aase.lee@mayo.edu • socialmedia.mayoclinic.org

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