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Pertinent Primer: Social Media in Health Care

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2016 Got Your Shots? Immunization Conference - Minnesota Department of Health
Makala Arce (Johnson), Mayo Clinic Senior Communications Specialist

Published in: Social Media
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Pertinent Primer: Social Media in Health Care

  1. 1. Pertinent Primer: Social Media in Health Care 2016 Got Your Shots? Immunization Conference @MakalaArce (Johnson)
  2. 2. 2 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 Specialist • Married June 4, 2016 (saved 3 characters on Twitter handle)
  3. 3. 3 #ArcePartyOf2
  4. 4. Agenda • Mayo Clinic’s Social Media History • Social Media Platforms & Best Practices – Facebook – Twitter – YouTube – Pinterest – LinkedIn • The Revolution in Video • Using Data to Drive Change
  5. 5. 5 Mayo Clinic’s First Social Networkers
  6. 6. 6 Countries Dr. Will Visited
  7. 7. 0 15 30 45 60 Word of Mouth News Stories Internet Advertising Direct Mail Hospital Ratings Information Sources Influencing Preference for Mayo Clinic (2014)
  8. 8. 8 The Internet merely amplifies word of mouth.
  9. 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. 10 Mayo Clinic Medical Edge
  11. 11. 11 Entry into New Media • Existing Medical Edge radio mp3s • Launched 2005; downloads up 8,217% in 2 months
  12. 12. Involuntary Myspace Presence
  13. 13. Social media is inevitable. If you don’t create your online presence, someone else will or maybe already has.
  14. 14. Next Step: Demonstrate results and assemble allies.
  15. 15. Rare Diseases / Conditions
  16. 16. 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 reasons above.”
  17. 17. 1 7 Unique Myelofibrosis Cases 0 110 220 330 440 2008 2009 2010 2011 2012 2013 2014 2015 Mayo Clinic in Florida Mayo Clinic in Arizona
  18. 18. Social & Digital Innovation Team
  19. 19. 19 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 (#MCSMN)
  20. 20. SocialMedia.MayoClinic.org
  21. 21. 21 • Video • Guidelines Employee Education
  22. 22. 2 2 Engaging Mayo Clinic Employees • Mayo Clinic Social Media Champions - Connect • Training • “Tweet and Eat” Sessions • Online Social Media Basics certification • Social Media Residency
  23. 23. Social for Healthcare Certificate from Mayo Clinic and Hootsuite
  24. 24. Social Media Residency • One-day advanced course • Three remaining opportunities in 2016 – Sept. 29 in Jacksonville – Oct. 17 in Rochester – Dec. 8 in Scottsdale
  25. 25. Our Top Recommendations for Provider Reputation Management • Claim and complete your profile on Doximity • Create a LinkedIn Profile • Create a Twitter Account
  26. 26. Managing online reputation…
  27. 27. Mayo Clinic Presences
  28. 28. First stop…Privacy Checkup!
  29. 29. Lists • Organize friends for filtering stories you see or who sees your updates • Newsfeed > Friends > Create List • Examples: Family, Work, Spanish
  30. 30. Call-to-Action
  31. 31. Call-to-Action
  32. 32. Who are you?
  33. 33. Claim your name at: Facebook.com/Username
  34. 34. Medical Illustrations
  35. 35. Create categories to organize content strategy. • Health and wellness tips • Treatment options • Research updates • News • Patient stories • Community events
  36. 36. Content: Think Mobile
  37. 37. Targeted Posts
  38. 38. Monitoring / Engagement
  39. 39. Facebook Reach • Organic: your fans who initially see your post • Viral: fans share your post – and it takes off! • Paid: $$$
  40. 40. Best Practices • Be careful of specific location check-ins. • Be brief. • Ensure any accounts have professional public profiles. • Your present posts create your future background check. • Use a headshot for your avatar. • Carefully craft your bio. • Get and stay organized with lists. • Balance broadcast with engagement.
  41. 41. Starting with Twitter terms…  Tweet: 140-character message  Follow: Subscribing to a user’s tweets  @: Symbol for usernames (handles) and links to Twitter profile  # (Hashtag): Symbol for keywords/topics in a tweet, used to connect and organize
  42. 42. USAirways Plane Crash in Hudson
  43. 43. Example
  44. 44. Mentions
  45. 45. Best Practices  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
  46. 46. 5 6
  47. 47. 5 7 Source: Mushroom Networks
  48. 48. 5 9 Prevent perfectionistic paralysis.
  49. 49. 6 0
  50. 50. Annotations
  51. 51. Efficiency
  52. 52. Inefficiencies are opportunities with flashing lights…
  53. 53. Best Practices • 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
  54. 54. Benefits • Build personal brand and establish expertise • Read breaking news • Grow network
  55. 55. 7 3 The Live Video Revolution • Google Hangouts on Air • Periscope • Blab • Facebook Live
  56. 56. 7 4@colleen_young
  57. 57. 7 5
  58. 58. 7 6
  59. 59. 7 7 Hangout Highlights • Embeddable in Web site • YouTube auto-archive at conclusion • Multiple presenters, locations • Share slides via desktop • Improve quality with • HD webcam • Microphones
  60. 60. 7 8 Blab Benefits • 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 Network)
  61. 61. 7 9 Periscope Pros • Owned by Twitter • Build on existing Twitter efforts • May be best for targeted, hashtag-driven reach in professional audiences • Shooting horizontally and saving to camera roll gives you editable files for YouTube • App required to participate • Was only available 24 hours • Transient comments and limited participation …and Cons
  62. 62. 8 0 Early Mayo Clinic Periscope Applications • After-hours, behind-the-scenes facility tours • Event Keynotes • Physician Q&A’s (#AskTheMayoMom)
  63. 63. 8 1 Our Biggest Periscope: The #ScopeScope • Screening awareness project w/ Fight Colorectal Cancer follow-up to: • 2014 “Pitch for Prevention” at Minnesota Twins series • 2015 “Stronger Than That” Craig Campbell music video, #StrongArmSelfie campaign • 2016 “THE #ScopeScope”
  64. 64. 8 2
  65. 65. 8 3
  66. 66. 8 4 #ScopeScope Results • > 3,000 Live viewers (and 1,800 views of archive) • Traditional media (e.g. Minneapolis Star Tribune and Wall Street Journal) • >150K Views of Mayo Clinic News Network story on Facebook
  67. 67. 8 5 Smackdown! Facebook Live Advantages Over Periscope • No separate app needed • 10X larger audience • Comment stability • Enduring availability • Unlimited interaction
  68. 68. 86 Develop Actionable Metrics
  69. 69. Platform Insights
  70. 70. Posting Content • Use page insights for timing. (Remember different time zones.)
  71. 71. Facebook – Likes vs. Engaged
  72. 72. 90 Look beneath the metrics surface.
  73. 73. 91 Seek optimization... • A/B Testing • Teaser Text vs. Facts/Tips 311 engagements, 371 clicks153 engagements, 626 clicks
  74. 74. 9 2 Custom Short Domain http://www.mayoclinic.com/health/crohns-disease/DS00104 http://bit.ly/IAT9o5 mayocl.in/1X5BsE1 =64%
  75. 75. Practical Ways You Can Use Social Media • 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
  76. 76. 94 Discussion

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