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Using Social Media to Engage and
Educate: Lessons Learned from Mayo
Clinic
2013 Got Your Shots? Immunization Conference (#...
1994 – The Today Show

http://www.youtube.com/watch?v=hVKRSsrIqpA
Agenda

•
•
•
•

Our History
Individual Social Media Platform Experiences
Tying it Together: Case Studies
Questions
Mayo Clinic’s First Social Networkers
Sources Influencing Preference for
Mayo Clinic
The Internet merely amplifies
word of mouth.
Mayo Clinic Center for Social Media
Mayo Clinic Center for Social Media

• Exists to improve health globally by

accelerating effective application of social
...
Applying social media in health care
isn’t just inevitable; it’s the right thing
to do in the interest of patients.
If you think blocking is a viable
long-term option…
So, you already have most of the
risks…why not also get some of the
benefits from these powerful tools?
Mayo Clinic Medical Edge
Entry into New Media

• Existing Medical Edge radio mp3s
• Launched 2005; downloads up 8,217% in 2 months
Longer Podcasts
Involuntary Myspace Presence
Social media is inevitable. If you don’t
create your online presence, someone
else will or maybe already has.
Engagement
Online Ideation Chat #POTF
#FluChat
Trending on Twitter
Annotations
Rare Diseases / Conditions
Unique Myelofibrosis Patients
Efficiency
Don’t just pitch the media.
Be the media.
Things to consider before diving in…
•
•
•
•
•

Business goals?
Audience?
Most effective platforms?
Desired outcomes?
Meas...
Tying it all together…
Case Study 1: Know Your Numbers
Know Your Numbers

bit.ly/HeartNumbers
Contest Site and Posting
• Participation:
• 1031 individuals
• 18 teams
MayoClinic.com Ad
Media Hits
Tying it all together…
Case Study 2: UT Ligament Split Tear
Dr. Berger’s Discovery: UT Ligament
Split Tear
Jayson Werth’s Experience
USA Today
Last Friday

3031031-9
Less than 24 hours after my initial appointment, II not
Less than 24 hours after my initial appointment, not
only had a ne...
Questions?

Email: johnson.makala@mayo.edu
Twitter: @MakalaJohnson
MN Dept. of Health Immunization Conference - Using Social Media to Engage and Educate: Lessons Learned from Mayo Clinic
MN Dept. of Health Immunization Conference - Using Social Media to Engage and Educate: Lessons Learned from Mayo Clinic
MN Dept. of Health Immunization Conference - Using Social Media to Engage and Educate: Lessons Learned from Mayo Clinic
MN Dept. of Health Immunization Conference - Using Social Media to Engage and Educate: Lessons Learned from Mayo Clinic
MN Dept. of Health Immunization Conference - Using Social Media to Engage and Educate: Lessons Learned from Mayo Clinic
MN Dept. of Health Immunization Conference - Using Social Media to Engage and Educate: Lessons Learned from Mayo Clinic
MN Dept. of Health Immunization Conference - Using Social Media to Engage and Educate: Lessons Learned from Mayo Clinic
MN Dept. of Health Immunization Conference - Using Social Media to Engage and Educate: Lessons Learned from Mayo Clinic
MN Dept. of Health Immunization Conference - Using Social Media to Engage and Educate: Lessons Learned from Mayo Clinic
MN Dept. of Health Immunization Conference - Using Social Media to Engage and Educate: Lessons Learned from Mayo Clinic
MN Dept. of Health Immunization Conference - Using Social Media to Engage and Educate: Lessons Learned from Mayo Clinic
MN Dept. of Health Immunization Conference - Using Social Media to Engage and Educate: Lessons Learned from Mayo Clinic
MN Dept. of Health Immunization Conference - Using Social Media to Engage and Educate: Lessons Learned from Mayo Clinic
MN Dept. of Health Immunization Conference - Using Social Media to Engage and Educate: Lessons Learned from Mayo Clinic
MN Dept. of Health Immunization Conference - Using Social Media to Engage and Educate: Lessons Learned from Mayo Clinic
MN Dept. of Health Immunization Conference - Using Social Media to Engage and Educate: Lessons Learned from Mayo Clinic
MN Dept. of Health Immunization Conference - Using Social Media to Engage and Educate: Lessons Learned from Mayo Clinic
MN Dept. of Health Immunization Conference - Using Social Media to Engage and Educate: Lessons Learned from Mayo Clinic
MN Dept. of Health Immunization Conference - Using Social Media to Engage and Educate: Lessons Learned from Mayo Clinic
MN Dept. of Health Immunization Conference - Using Social Media to Engage and Educate: Lessons Learned from Mayo Clinic
MN Dept. of Health Immunization Conference - Using Social Media to Engage and Educate: Lessons Learned from Mayo Clinic
MN Dept. of Health Immunization Conference - Using Social Media to Engage and Educate: Lessons Learned from Mayo Clinic
MN Dept. of Health Immunization Conference - Using Social Media to Engage and Educate: Lessons Learned from Mayo Clinic
MN Dept. of Health Immunization Conference - Using Social Media to Engage and Educate: Lessons Learned from Mayo Clinic
MN Dept. of Health Immunization Conference - Using Social Media to Engage and Educate: Lessons Learned from Mayo Clinic
MN Dept. of Health Immunization Conference - Using Social Media to Engage and Educate: Lessons Learned from Mayo Clinic
MN Dept. of Health Immunization Conference - Using Social Media to Engage and Educate: Lessons Learned from Mayo Clinic
MN Dept. of Health Immunization Conference - Using Social Media to Engage and Educate: Lessons Learned from Mayo Clinic
MN Dept. of Health Immunization Conference - Using Social Media to Engage and Educate: Lessons Learned from Mayo Clinic
MN Dept. of Health Immunization Conference - Using Social Media to Engage and Educate: Lessons Learned from Mayo Clinic
MN Dept. of Health Immunization Conference - Using Social Media to Engage and Educate: Lessons Learned from Mayo Clinic
MN Dept. of Health Immunization Conference - Using Social Media to Engage and Educate: Lessons Learned from Mayo Clinic
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MN Dept. of Health Immunization Conference - Using Social Media to Engage and Educate: Lessons Learned from Mayo Clinic

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MN Dept. of Health Immunization Conference - Using Social Media to Engage and Educate: Lessons Learned from Mayo Clinic

  1. 1. Using Social Media to Engage and Educate: Lessons Learned from Mayo Clinic 2013 Got Your Shots? Immunization Conference (#ImmunizeMN) Makala Johnson (@MakalaJohnson)
  2. 2. 1994 – The Today Show http://www.youtube.com/watch?v=hVKRSsrIqpA
  3. 3. Agenda • • • • Our History Individual Social Media Platform Experiences Tying it Together: Case Studies Questions
  4. 4. Mayo Clinic’s First Social Networkers
  5. 5. Sources Influencing Preference for Mayo Clinic
  6. 6. The Internet merely amplifies word of mouth.
  7. 7. Mayo Clinic Center for Social Media
  8. 8. Mayo Clinic Center for Social Media • Exists to improve health globally by accelerating effective application of social media tools. • socialmedia.mayoclinic.org • Social Media Health Network (SMHN) • Over 145 member organizations • network.socialmedia.mayoclinic.org
  9. 9. Applying social media in health care isn’t just inevitable; it’s the right thing to do in the interest of patients.
  10. 10. If you think blocking is a viable long-term option…
  11. 11. So, you already have most of the risks…why not also get some of the benefits from these powerful tools?
  12. 12. Mayo Clinic Medical Edge
  13. 13. Entry into New Media • Existing Medical Edge radio mp3s • Launched 2005; downloads up 8,217% in 2 months
  14. 14. Longer Podcasts
  15. 15. Involuntary Myspace Presence
  16. 16. Social media is inevitable. If you don’t create your online presence, someone else will or maybe already has.
  17. 17. Engagement
  18. 18. Online Ideation Chat #POTF
  19. 19. #FluChat
  20. 20. Trending on Twitter
  21. 21. Annotations
  22. 22. Rare Diseases / Conditions
  23. 23. Unique Myelofibrosis Patients
  24. 24. Efficiency
  25. 25. Don’t just pitch the media. Be the media.
  26. 26. Things to consider before diving in… • • • • • Business goals? Audience? Most effective platforms? Desired outcomes? Measurement?
  27. 27. Tying it all together… Case Study 1: Know Your Numbers
  28. 28. Know Your Numbers bit.ly/HeartNumbers
  29. 29. Contest Site and Posting • Participation: • 1031 individuals • 18 teams
  30. 30. MayoClinic.com Ad
  31. 31. Media Hits
  32. 32. Tying it all together… Case Study 2: UT Ligament Split Tear
  33. 33. Dr. Berger’s Discovery: UT Ligament Split Tear
  34. 34. Jayson Werth’s Experience
  35. 35. USA Today
  36. 36. Last Friday 3031031-9
  37. 37. Less than 24 hours after my initial appointment, II not Less than 24 hours after my initial appointment, not only had a new diagnosis -- a UT split tear -- but had only had a new diagnosis a UT split tear but had surgery to correct the problem. As II write this, my surgery to correct the problem. As write this, my right arm is in a festive green, but otherwise annoying right arm is in a festive green, but otherwise annoying cast. The short-term hassle, however, should be more cast. The short-term hassle, however, should be more than worth the long-term gain -- the potential for a than worth the long-term gain the potential for a future without chronic wrist pain. A future, that future without chronic wrist pain. A future, that without Twitter and those in the medical community without Twitter and those in the medical community willing to experiment with new communications tools, willing to experiment with new communications tools, might not exist for me. might not exist for me.
  38. 38. Questions? Email: johnson.makala@mayo.edu Twitter: @MakalaJohnson

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