1. Marie Ennis-O’Connor
Social Media Strategist
Social Media In Healthcare
How To Communicate
With Impact!

2. Hello!
My name is Marie
Let’s Talk
Social Media!
#MASCC19
Hello
• My name is Marie
• And I’m passionate
about social media

3. www.medium.com/@JBBC
www.hcsmmonitor.com

4. Before We Dive In Deeper…

5. 1. Board Member Mayo Clinic Social
Media Network (MCSMN)

6. 2. I’ve Been Doing This For 70 Years

7. 3. I Bring Passion And Purpose

8. An Accidental Tourist Finds Her Way
In The Dangerous Land Of Serious Illness

10. How Can I Stop
Patients Googling?

11. Drawing by @JessicaHagy

12. “Healthcare, wake up. It’s not
the 1990s anymore. Social
media, google, and the internet
ARE medical therapy.
My recommendation:
DO GOOGLE IT!”
- Joyce Lee, MD, MPH
The Internet As Medical Therapy
Personal communication from Dr Joyce Lee

13. Patients Won’t Stop Googling!

15. Not Just For Teens

17. A New World of
Peer To Peer Support
Image: Reframe Health

18. Alicia Staley
Jody Schoger
Dr Deanna Attai

19. “I stumbled upon conversations among
women trying to find answers to very
basic questions that I felt should have
been answered by their physicians.
Some women were truly uninformed,
but many were simply overwhelmed.”
Deanna Attai MD

20. A Collaborative Learning Experience

21. “This isn’t an
addition to your job.
This is part of your
job. This is where
our patients are
these days and this is
where we need to
reach them.”

22. Fake News Isn’t Just
For Politics

23. Key Takeaways
Social media is an
extension of
patient/provider
relationship
Opportunity to
disseminate evidence-
based information to
mitigate flow of
misleading
information

24. The Solution to Pollution
is Dilution

25. Let’s see
this in
action!

26. Dr Austin Chiang
Verifying Healthcare

27. Dr Jen Gunter
Challenging Pseudoscience

28. What’s Your Social Media Plan?

30. Your Social Media Strategy
Goals
Audience
ChannelsContent
Measure

31. But First…
Let’s Define
Social Media

32. Social Media Defined
The process of people using online
tools and platforms to share
content and information through
conversation and community

33. Social Media Is Not A Broadcast

35. 1. Determine Your Goals
Goals

37. Goals
Educate
Patients
Disseminate
Credible
Information
Build Online
Reputation
Establish
Thought
Leadership
Grow
Private
Practice

38. Set SMART Goals

39. 2. Define Your Audience
Audience

40. Who Is Your Audience?
(Hint: It’s Not Everyone)

41. Facebook Insights

42. Instagram Insights

43. Google Analytics

44. 3. Choose Your Channels
Goals
AudienceChannels

45. How To Choose The Right Channel
1. Fish where the fish
are
2. Don’t spread
yourself too thin
3. Focus on one or
two channels first
4. Always keep an eye
on bigger picture

46. Look To Existing Data
(Global Web Index)

47. Pew Research Center

49. 4. Create Compelling Content
Goals
Audience
Channels
Content

50. Content
Marketing
Strategy Research
Plan
Create
Amplify

51. Content
Marketing
Strategy Research
Plan
Create
Amplify

54. Symplur

55. Tweeting The Meeting

56. Content
Marketing
Strategy Research
Plan
Create
Amplify

57. Feeding The Content Monster

58. Content
Marketing
Strategy Research
Plan
Create
Amplify

59. Your Content Sweet Spot

61. 3 Golden Rules of
Content Curation
1. Don’t just copy and paste what
you’ve read
2.Always attribute your sources
3.Be discerning

62. Repurpose Existing Content
By re-purposing
content you have
already written,
you can extend
and breathe new
life into it.

63. Create An Infographic
Created by Hannah Rose Wardill

64. WORLDWIDE BREAST CANCER CAMPAIGN
#KnowYourLemons

66. Stay Clear Of Stock Images

67. Make More Videos

68. Video

69. Content
Marketing
Strategy Research
Insight
Plan
Create
Amplify

71. Best Times To Post Online

72. Schedule Your Posts

73. 5. Measure Impact
Goals
Audience
ChannelsContent
Measure

74. Give your picture a topic name
Take Home Lessons

75. Fall in love with social media

81. Farris Timimi MD, Medical Director, Mayo Clinic Center for Social Media