IHMPRS (Indiana Healthcare Marketing and Public Relations Society) Fall Conference - Makala Johnson
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IHMPRS (Indiana Healthcare Marketing and Public Relations Society) Fall Conference - Makala Johnson
- 1. Using Social Media to Engage and Educate: Lessons Learned from Mayo Clinic’s Social Media Experience Makala Johnson (@MakalaJohnson) Mayo Clinic Center for Social Media Associate October 12, 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. Mayo Clinic and Word of Mouth • 91 percent of patients surveyed say they have said “good things” to an average of 40 people after a Mayo visit • 85 percent say they recommended Mayo to a friend Advised an average of 16 to come 5 actually came
- 7. Sources of Information Influencing Preference for Mayo Clinic
- 8. The Internet merely amplifies word of mouth.
- 9. Reality • Social media is inevitable. If you don’t create your online presence, someone else will or maybe already has.
- 10. Implication • You already have most of the risks... why not also get some of the benefits from these powerful tools?
- 12. If you think blocking is a viable long-term option...
- 15. Mayo Clinic’s Social Media Experience
- 17. 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 130 member organizations
- 18. Social Media Health Network
- 19. Mayo Clinic Medical Edge Syndicated News Media Resources
- 20. First Foray in New Media • Existing Medical Edge radio mp3s • Launched 2005; downloads up 8,217% from Aug. to Oct.
- 21. Step 2: Longer Podcasts
- 22. Involuntary Social Network Presence: MySpace.com/MayoClinic
- 26. Experts Available to Chat
- 27. Transparency
- 28. Reclaiming YouTube: Feb. ’08
- 34. @MayoClinic on Twitter: 4/29/08
- 37. Experts Available to Chat
- 38. Online Ideation Chat: #POTF
- 39. Podcast Blog: April ’08
- 40. The $4-a-month online newsroom
- 44. Don’t just pitch the media. Be the media.
- 45. Sharing Mayo Clinic - Jan. 2009
- 48. Yammer • Internal • Mobile • Crowdsource
- 49. Connecting the Dots: Case Study #1
- 50. Discovery by Richard Berger, M.D., Ph.D. (Dean, Mayo School of CME): Ulnotriquetral (UT) Ligament Split Tear
- 59. Connecting the Dots: Case Study #2
- 65. Connecting the Dots: Case Study #3
- 67. • 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
- 68. The next day = April 8
- 69. May 10
- 71. May 15
- 72. Early Morning May 26
- 73. May 26, 2009: Live in Studio Good Morning America
- 75. Results to Date • More than 8.2 million views on YouTube • >1.4 million views on Sharing Mayo Clinic • From 200 views/month to 5,000 views/hour • National TV coverage in U.S. and Japan
- 76. Questions? johnson.makala@mayo.edu @MakalaJohnson (on Twitter) http://socialmedia.mayoclinic.org
Editor's Notes
- Ever since the days of Drs. William and Charlie Mayo, word of mouth has been the leading factor influencing preference for Mayo Clinic. So, creating the ability and encouraging patients to use word of mouth online seemed to be directly in line with what we had already been doing for nearly 150 years. 91 percent of patients surveyed say they have said “good things” to an average of 40 people after a Mayo visit
- Instead of telling your neighbor in a one-on-one conversation, you can now tell 500 Facebook friends about your great Mayo Clinic experience at the same time.
- How many of your organizations block social media?
- How many of your organizations block social media?
- Lee Aase first had to prove himself, walking around with a FlipCam and developing the case studies to prove the worth.
- Color code
- Experts in the design and healthcare industry
- http://www.youtube.com/watch?v=RI-l0tK8Ok0