Ever since the days of Drs. Will and Charlie Mayo… We view social media as word of mouth, which Mayo Clinic has been built on for 150 yrs. Social Networking is part of Mayo Clinic’s DNA
Map where Dr. Will traveled (25 countries) – There’s a quote in one of the Mayo books that talks about “exchange information and educate men through travel”Last year, 1.3 million people from all 50 states and 140 countries came to Mayo Clinic for care. -The name Mayo Clinic came from The Mayo’s clinic Observers invented Mayo’s name by referring to it.
We view social media as word of mouth, which Mayo Clinic has been built on for nearly 150 yrs.
Mission: improve health and well-being of patients everywhere Established – 2010 Not just marketing. Apply social tools in all shields, and both Internal and External communications. We want to provide reliable healthcare information in an environment of sometimes questionable information saturation.
Syndicated News Media Resources
Featured on front page for about 3 wks. We have these audio files that are already on our site. We’re not creating an entirely new thing. It’s just a new mechanism of delivery. As a starting point, look to utilize pre-existing traditional media resources.
What others say about us is naturally going to outweigh what we don’t say about ourselves. Risk/benefits
Keys to Successful Innovation
The case of the shrinking attention span epidemic Demonstrating results through successful case study examples... The Mesa story and up to the slides about our total YouTube videos and views, and the importance of YouTube as a search engine. Dr. Mesa’s story was about the assembling allies…more than ally – he became a big advocate internally for us and for using video…
Posted video in 2009
Established – 2010 Not just marketing. Apply social tools in all shields, and both Internal and External communications.
It’s not just about Mayo...
Don’t accept Facebook friend requests from patients. There are cases where people were about to be hired but a social media post changed the employer’s mind. Don’t say: “Hate it when patients can’t handle a simple blood draw.”
Open externally but great way we’ve engaged our own employees
Open externally but great way we’ve engaged our own employees
First of all, you should occasionally conduct a Google search of your name. The solution to pollution is dilution.
Medical illustration over general consumer image (kleenexes)
Organic Reach has plummeted!
Microblogging, Up to 140 characters, For the people you don’t yet know
YouTube search engine is bigger than bing, Aol, Ask.com, and Yahoo combined!
-Al Errato tells the story of his wife’s treatment for complications from an amputation -We had a camera we could take out and shoot Didn’t need a studio, No lights, no mics, no second person carrying camera, etc. Just able to do it; nimble Keys to Successful Innovation
Improving the patient experience and practice efficiency.
Leadership and colleagues like to hear these examples, too. Improving the patient experience and practice efficiency. We’re all busy. Who wouldn’t want to make their jobs and those of their staff, more efficient?
Patient-to-patient site: Connect Mayo Clinic Connect is an online community where you can share your experiences and find support from people like you. You'll also receive trustworthy information from Mayo Clinic experts.
Clicking into one webinar: Hockey From Google Hangout Can be embedded for free essentially in website
On right can see that Hangout becomes YouTube archive
“Blab about Blab” Show & Tell = POV = Point of View Fly on wall perspective Multiple people able to be involved and on video, rather than just one presenter
Blab would be completely useless (probably) for a tour of Mayo Clinic
We worked with Fight CRC for two years previously, and this was the next step. Scope of the colon as part of colonoscopy procedure Silence in room as we were still “digesting it”
Video Fight CRC rang the closing bell at NASDAQ on March 2 (day after #ScopeScope) and we had the opportunity to provide footage for the NASDAQ Jumbotron at Times Square. So we made NASDAQ because of our collaboration with Fight CRC. Including this video on News Network... Collaboration with organization
As of Sept, 2015, out of all our 2015 organic Facebook posts (over 1,000), this post ranked 114th for engagements, but 2nd for clicks! Over 27,000 people clicked on the link! The morale of this story isn’t that more people have finger nail concerns than you would think, but rather, that looking at engagements isn’t enough. Don’t forget about the clicks. We need to understand our objectives and make sure the metrics address those. Top post via click-through, but not via engagements
If we knew this information, what would we do differently? Not true A/B test in screenshots; 2 different examples
Actionable Metrics If we knew this information, what would we do differently?
Pertinent Primer: Social Media in Health Care
Pertinent Primer: Social Media
in Health Care
2016 Got Your Shots? Immunization Conference
About @MakalaArce (Johnson)
• Luther College graduate
• Mayo Clinic Public Affairs intern (Jan 2010)
• 1st employee of Mayo Clinic Center for Social
Media (now Mayo Clinic Social Media Network)
• Communications Associate, Specialist, Senior
• Married June 4, 2016 (saved 3 characters on
Dr. Ruben Mesa’s Observations
“The YouTube videos have been an important
part of a comprehensive program I have built in
Arizona which included 18 new clinical trials,
extensive publications and national and
international speaking engagements for
Myelofibrosis. The videos have been helpful to
bring in some patients who would not have
come (or known about us otherwise) and have
been useful for patients who came for the other
Unique Myelofibrosis Cases
2008 2009 2010 2011 2012 2013 2014 2015
Mayo Clinic in Florida Mayo Clinic in Arizona
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.
Mayo Clinic Social Media Network
• Organic: your fans who initially see your post
• Viral: fans share your post – and it takes off!
• Paid: $$$
• Be careful of specific location check-ins.
• Be brief.
• Ensure any accounts have professional public profiles.
• Your present posts create your future background
• Use a headshot for your avatar.
• Carefully craft your bio.
• Get and stay organized with lists.
• Balance broadcast with engagement.
Starting with Twitter terms…
Tweet: 140-character message
Follow: Subscribing to a user’s tweets
@: Symbol for usernames (handles) and links to
# (Hashtag): Symbol for keywords/topics in a
tweet, used to connect and organize
Do not auto-link Twitter with other platforms
No automated responses or DMs
Keep posts to 120 characters (room for RTs)
Casual language, abbreviations OK but spelling
and grammar still matter
Don’t forget it’s public
Mix content with conversation
Tweet images and video
opportunities with flashing
• Compelling captions
• Strong call-to-actions
• Consistent branding across platforms
• Review Pinterest boards from similar organizations
• Add “Pin It” buttons to website and blog posts
• Build community by re-pinning
• Build personal brand and establish
• Read breaking news
• Grow network
The Live Video Revolution
• Google Hangouts on Air
• Facebook Live
• Embeddable in Web site
• YouTube auto-archive at conclusion
• Multiple presenters, locations
• Share slides via desktop
• Improve quality with
• HD webcam
• Conversational vs. Show & Tell
• Up to four live video participants
• Others participate via comments
• Next step in Twitter chat evolution
• See our free #MCSMN webinar
(Mayo Clinic Social Media
• Owned by Twitter
• Build on existing Twitter
• May be best for targeted,
hashtag-driven reach in
• Shooting horizontally and
saving to camera roll gives
you editable files for
• App required to participate
• Was only available 24
• Transient comments and
Early Mayo Clinic Periscope
• After-hours, behind-the-scenes facility tours
• Event Keynotes
• Physician Q&A’s (#AskTheMayoMom)
Our Biggest Periscope: The
• Screening awareness
project w/ Fight Colorectal
Cancer follow-up to:
• 2014 “Pitch for
Prevention” at Minnesota
• 2015 “Stronger Than
That” Craig Campbell
• 2016 “THE #ScopeScope”
• > 3,000 Live viewers
(and 1,800 views of
• Traditional media (e.g.
Tribune and Wall Street
• >150K Views of Mayo
Clinic News Network
story on Facebook
Smackdown! Facebook Live
Advantages Over Periscope
• No separate app needed
• 10X larger audience
• Comment stability
• Enduring availability
• Unlimited interaction
• A/B Testing
• Teaser Text vs. Facts/Tips
311 engagements, 371 clicks153 engagements, 626 clicks
Custom Short Domain
Practical Ways You Can Use
• Amplify Word-of-Mouth
• Demonstrate Expertise and Empathy
• Improve the Patient Experience and Practice Efficiency
• Provide Education to Current, Prospective Patients
• Manage Your Online Reputation
• Drive quicker practice adoption