1. Social Media at Mayo Clinic: How
Volunteers can get Involved
Makala Johnson (@MakalaJohnson)
Mayo Clinic Center for Social Media Associate
September 25, 2012

2. Agenda
• A Broader Historical Perspective
• Mayo Clinic’s Social Media Experience
• Case Studies
• Questions

3. 1994 – The Today Show

4. A Broader Historical Perspective

5. Mayo Clinic and Word of Mouth

6. Sources of Information
Influencing Preference for Mayo
Clinic

7. The Internet merely amplifies
word of mouth.

11. Social media is inevitable. If
you don’t create your online
presence, someone else will
or maybe already has.

12. Implication
• You already have most of the risks...
why not also get some of the benefits
from these powerful tools?

13. Employee Guidelines

14. Applying social media in health
care isn’t just inevitable: it’s
the right thing to do in the
interest of patients.
-Lee Aase (Director)

15. Mayo Clinic’s Social Media
Experience

16. 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 125 member organizations

17. Mayo Clinic Medical Edge
Syndicated News Media Resources

18. First Foray in New Media
• Existing Medical Edge radio mp3s
• Launched 2005; downloads up 8,217% Oct vs. Aug

19. Step 2: More, Longer Podcasts

20. Involuntary Social Network Presence:
MySpace.com/MayoClinic

21. Facebook

23. Experts Available to Chat

26. Settings (Upper-right)

27. YouTube

31. Unique Myelofibrosis Patients

32. The Cowans
• 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
• http://www.youtube.com/watch?v=RI-
l0tK8Ok0

33. The next day = April 8

34. May 10

36. May 15

37. May 26

38. May 26, 2009: Live in Studio
Good Morning America

40. Results to Date
• More than 8.3 million views on YouTube
• From 200 views/month to 5,000 views/hour
• National TV coverage in U.S. and Japan

41. Twitter

42. Online Ideation Chat: #POTF

43. Newsblog

46. Don’t just pitch the media.
Be the media.

47. Sharing Mayo Clinic blog

49. Connect.MayoClinic.org

50. Connecting the Dots: Case Study #1

51. Discovery by Richard Berger, M.D., Ph.D.
(Dean, Mayo School of CME):
Ulnotriquetral (UT) Ligament Split Tear

58. Connecting the Dots: Case Study #2

64. Questions?
Email: johnson.makala@mayo.edu
Twitter: @MakalaJohnson
SocialMedia.MayoClinic.org