Using Social Media to Engage and  Educate: Lessons Learned fromMayo Clinic’s Social Media Experience   Makala Johnson (@Ma...
Agenda• A Broader Historical Perspective• Mayo Clinic’s Social Media Experience• Case Studies• Questions
1994 – The Today Show
A Broader Historical Perspective
Mayo Clinic and Word of Mouth
Mayo Clinic and Word of Mouth• 91 percent of patients surveyed say they have said “good things” to an average of 40 people...
Sources of InformationInfluencing Preference for Mayo             Clinic
The Internet merely amplifies       word of mouth.
Reality• Social media is inevitable. If you don’t  create your online presence, someone  else will or maybe already has.
Implication• You already have most of the risks... why not also get some of the benefits from these powerful tools?
If you think blocking is a viable       long-term option...
Employee Guidelines
Mayo Clinic’s Social Media      Experience
Center for Social Media• Mission: Lead the social media revolution in health care, contributing to health and well-being f...
Social Media Health Network
Mayo Clinic Medical EdgeSyndicated News Media Resources
First Foray in New Media• Existing Medical Edge radio mp3s• Launched 2005; downloads up 8,217% from Aug. to Oct.
Step 2: Longer Podcasts
Involuntary Social Network Presence:      MySpace.com/MayoClinic
Facebook: 11/7/07
Experts Available to Chat
Transparency
Reclaiming YouTube: Feb. ’08
Patient Video Guides
Unique Myelofibrosis Patients
@MayoClinic on Twitter: 4/29/08
Experts Available to Chat
Online Ideation Chat: #POTF
Podcast Blog: April ’08
The $4-a-month online newsroom
Don’t just pitch the media.       Be the media.
Sharing Mayo Clinic - Jan. 2009
Connect.MayoClinic.org
Yammer• Internal• Mobile• Crowdsource
Connecting the Dots: Case Study #1
Discovery by Richard Berger, M.D., Ph.D.     (Dean, Mayo School of CME): Ulnotriquetral (UT) Ligament Split Tear
Connecting the Dots: Case Study #2
Know Your Numbers
Connecting the Dots: Case Study #3
The Cowanshttp://www.youtube.com/watch?v=RI-l0tK8Ok0
• Alerted to interesting video of elderly couple playing piano in Gonda atrium• Video had been seen 1,005 times in six pre...
The next day = April 8
May 10
May 15
Early Morning May 26
May 26, 2009: Live in Studio  Good Morning America
Results to Date• More than 8.2 million views on YouTube• >1.4 million views on Sharing Mayo Clinic• From 200 views/month t...
Questions?   johnson.makala@mayo.edu  @MakalaJohnson (on Twitter)http://socialmedia.mayoclinic.org
IHMPRS (Indiana Healthcare Marketing and Public Relations Society) Fall Conference - Makala Johnson
IHMPRS (Indiana Healthcare Marketing and Public Relations Society) Fall Conference - Makala Johnson
IHMPRS (Indiana Healthcare Marketing and Public Relations Society) Fall Conference - Makala Johnson
IHMPRS (Indiana Healthcare Marketing and Public Relations Society) Fall Conference - Makala Johnson
IHMPRS (Indiana Healthcare Marketing and Public Relations Society) Fall Conference - Makala Johnson
IHMPRS (Indiana Healthcare Marketing and Public Relations Society) Fall Conference - Makala Johnson
IHMPRS (Indiana Healthcare Marketing and Public Relations Society) Fall Conference - Makala Johnson
IHMPRS (Indiana Healthcare Marketing and Public Relations Society) Fall Conference - Makala Johnson
IHMPRS (Indiana Healthcare Marketing and Public Relations Society) Fall Conference - Makala Johnson
IHMPRS (Indiana Healthcare Marketing and Public Relations Society) Fall Conference - Makala Johnson
IHMPRS (Indiana Healthcare Marketing and Public Relations Society) Fall Conference - Makala Johnson
IHMPRS (Indiana Healthcare Marketing and Public Relations Society) Fall Conference - Makala Johnson
IHMPRS (Indiana Healthcare Marketing and Public Relations Society) Fall Conference - Makala Johnson
IHMPRS (Indiana Healthcare Marketing and Public Relations Society) Fall Conference - Makala Johnson
IHMPRS (Indiana Healthcare Marketing and Public Relations Society) Fall Conference - Makala Johnson
IHMPRS (Indiana Healthcare Marketing and Public Relations Society) Fall Conference - Makala Johnson
IHMPRS (Indiana Healthcare Marketing and Public Relations Society) Fall Conference - Makala Johnson
IHMPRS (Indiana Healthcare Marketing and Public Relations Society) Fall Conference - Makala Johnson
IHMPRS (Indiana Healthcare Marketing and Public Relations Society) Fall Conference - Makala Johnson
IHMPRS (Indiana Healthcare Marketing and Public Relations Society) Fall Conference - Makala Johnson
IHMPRS (Indiana Healthcare Marketing and Public Relations Society) Fall Conference - Makala Johnson
IHMPRS (Indiana Healthcare Marketing and Public Relations Society) Fall Conference - Makala Johnson
IHMPRS (Indiana Healthcare Marketing and Public Relations Society) Fall Conference - Makala Johnson
IHMPRS (Indiana Healthcare Marketing and Public Relations Society) Fall Conference - Makala Johnson
IHMPRS (Indiana Healthcare Marketing and Public Relations Society) Fall Conference - Makala Johnson
IHMPRS (Indiana Healthcare Marketing and Public Relations Society) Fall Conference - Makala Johnson
IHMPRS (Indiana Healthcare Marketing and Public Relations Society) Fall Conference - Makala Johnson
IHMPRS (Indiana Healthcare Marketing and Public Relations Society) Fall Conference - Makala Johnson
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  • Ever since the days of Drs. William and Charlie Mayo, word of mouth has been the leading factor influencing preference for Mayo Clinic. So, creating the ability and encouraging patients to use word of mouth online seemed to be directly in line with what we had already been doing for nearly 150 years. 91 percent of patients surveyed say they have said “good things” to an average of 40 people after a Mayo visit
  • Instead of telling your neighbor in a one-on-one conversation, you can now tell 500 Facebook friends about your great Mayo Clinic experience at the same time.
  • How many of your organizations block social media?
  • How many of your organizations block social media?
  • Lee Aase first had to prove himself, walking around with a FlipCam and developing the case studies to prove the worth.
  • Color code
  • Experts in the design and healthcare industry
  • http://www.youtube.com/watch?v=RI-l0tK8Ok0
  • IHMPRS (Indiana Healthcare Marketing and Public Relations Society) Fall Conference - Makala Johnson

    1. 1. Using Social Media to Engage and Educate: Lessons Learned fromMayo Clinic’s Social Media Experience Makala Johnson (@MakalaJohnson)Mayo Clinic Center for Social Media Associate October 12, 2012
    2. 2. Agenda• A Broader Historical Perspective• Mayo Clinic’s Social Media Experience• Case Studies• Questions
    3. 3. 1994 – The Today Show
    4. 4. A Broader Historical Perspective
    5. 5. Mayo Clinic and Word of Mouth
    6. 6. Mayo Clinic and Word of Mouth• 91 percent of patients surveyed say they have said “good things” to an average of 40 people after a Mayo visit• 85 percent say they recommended Mayo to a friend Advised an average of 16 to come 5 actually came
    7. 7. Sources of InformationInfluencing Preference for Mayo Clinic
    8. 8. The Internet merely amplifies word of mouth.
    9. 9. Reality• Social media is inevitable. If you don’t create your online presence, someone else will or maybe already has.
    10. 10. Implication• You already have most of the risks... why not also get some of the benefits from these powerful tools?
    11. 11. If you think blocking is a viable long-term option...
    12. 12. Employee Guidelines
    13. 13. Mayo Clinic’s Social Media Experience
    14. 14. Center for Social Media• Mission: Lead the social media revolution in health care, contributing to health and well-being for people everywhere. socialmedia.mayoclinic.org• Social Media Health Network (SMHN) network.socialmedia.mayoclinic.org Over 130 member organizations
    15. 15. Social Media Health Network
    16. 16. Mayo Clinic Medical EdgeSyndicated News Media Resources
    17. 17. First Foray in New Media• Existing Medical Edge radio mp3s• Launched 2005; downloads up 8,217% from Aug. to Oct.
    18. 18. Step 2: Longer Podcasts
    19. 19. Involuntary Social Network Presence: MySpace.com/MayoClinic
    20. 20. Facebook: 11/7/07
    21. 21. Experts Available to Chat
    22. 22. Transparency
    23. 23. Reclaiming YouTube: Feb. ’08
    24. 24. Patient Video Guides
    25. 25. Unique Myelofibrosis Patients
    26. 26. @MayoClinic on Twitter: 4/29/08
    27. 27. Experts Available to Chat
    28. 28. Online Ideation Chat: #POTF
    29. 29. Podcast Blog: April ’08
    30. 30. The $4-a-month online newsroom
    31. 31. Don’t just pitch the media. Be the media.
    32. 32. Sharing Mayo Clinic - Jan. 2009
    33. 33. Connect.MayoClinic.org
    34. 34. Yammer• Internal• Mobile• Crowdsource
    35. 35. Connecting the Dots: Case Study #1
    36. 36. Discovery by Richard Berger, M.D., Ph.D. (Dean, Mayo School of CME): Ulnotriquetral (UT) Ligament Split Tear
    37. 37. Connecting the Dots: Case Study #2
    38. 38. Know Your Numbers
    39. 39. Connecting the Dots: Case Study #3
    40. 40. The Cowanshttp://www.youtube.com/watch?v=RI-l0tK8Ok0
    41. 41. • 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
    42. 42. The next day = April 8
    43. 43. May 10
    44. 44. May 15
    45. 45. Early Morning May 26
    46. 46. May 26, 2009: Live in Studio Good Morning America
    47. 47. Results to Date• More than 8.2 million views on YouTube• >1.4 million views on Sharing Mayo Clinic• From 200 views/month to 5,000 views/hour• National TV coverage in U.S. and Japan
    48. 48. Questions? johnson.makala@mayo.edu @MakalaJohnson (on Twitter)http://socialmedia.mayoclinic.org

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