The document summarizes a presentation given by Lee Aase, the Director of Mayo Clinic's Social Media Network, at a Member Meeting on October 25, 2016 in New York City. Aase discussed Mayo Clinic's history of social networking through the travels of Dr. Will Mayo in the early 20th century. He then outlined Mayo Clinic's transition to using modern social media platforms like Facebook, YouTube and Twitter beginning in 2007 and the success stories and greater reach they have experienced as a result. Aase emphasized that social media at Mayo Clinic is about more than just marketing, and that sharing knowledge globally is in line with the organization's founding principles.

1. Member Meeting 2
October 25, 2016
New York City
Learn more about Member Meetings
health.socialmedia.org/meetings
Mayo Clinic
Lee Aase
Mayo Clinic’s social media DNA

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Mayo Clinic’s Social Media DNA
Lee Aase (@LeeAase)
Director, Mayo Clinic Social Media Network

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U.S. News & World Report “Best Hospitals” Ranking

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• Every U.S. State
• More than 140 countries
• More than one in five
travels > 500 miles
Each year patients come to Mayo Clinic
from
Why?

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The Role of Social Networking in
Mayo Clinic’s History

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Mayo Clinic’s First Social Networkers

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Dr. William J. Mayo’s Travels
“By the end of the 1920s Dr. Will could
say he had studied surgery in every town
in America and Canada of one hundred
thousand population or more, and had
crossed the Atlantic thirty times.”
(The Brothers Mayo, Helen Clapesattle, p. 405)

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Countries Dr. Will Mayo Visited
Austria Denmark Ireland Scotland
Australia England Italy Sweden
Argentina Fiji Mexico Switzerland
Belgium Finland New Zealand Uruguay
Canada France Norway
Chile Germany Peru
Cuba Holland Russia

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Countries Dr. Will Mayo Visited

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How Mayo Clinic Got its Name

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The Surgeons Club

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Arlene’s Story

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Moving Mayo Clinic from Social
Networking to Social Media

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From Syndicated Media…

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To “New” Media (Podcasting)

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Involuntary “Representation” in Social Networks
myspace.com/MayoClinic

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Involuntary “Representation” in Social Networks
myspace.com/MayoClinic

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Accelerated Adoption of Free Platforms
and Low-Cost Tools
• 2007 - Facebook
• 2008
• YouTube
• Flip Cameras
• Twitter
• Blogs

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An Early Success Story: Myelofibrosis

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Unique Myelofibrosis Cases
MCF MCA

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Cost-Effective
Knowledge Sharing
and Reputation
Enhancement
Lee’s Law:
As I approaches 0,
ROI approaches
∞

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Amplifying Word-of-Mouth Marketing
• 91% said “good things” about
Mayo Clinic after visits
• Average of 43 heard “good
things”
• 86% recommended Mayo Clinic
• Average of 24 advised to
come
• Average of 6 actually came

29. A Mayo Clinic First: The #ScopeScope

31. Facebook Live:
Larger
Audiences
Greater
Engagement
Enduring
Availability

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More than Marketing

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Dr. Charlie on Social Networking
The problem before us is so to exchange
information, and so to educate men through
travel that there shall develop a final,
cosmopolitan system of medicine which will
combine the best elements to be found in all
countries.
Mayo Aphorisms, p. 22

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Dr. Will on Sharing Knowledge
It is a great thing to make scientific
discoveries of rare value, but it is even
greater to be willing to share these
discoveries and to encourage other
workers in the same field of scientific
research.
Mayo Aphorisms, p. 61

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The Mayo Clinic Social Media Network
• The Mayo Clinic Social Media Network (#MCSMN) 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.
• Our Mission: Lead the social media revolution in health care,
contributing to health and well being for people everywhere.
• Makes resources developed for Mayo Clinic staff available to
peers, and generates revenue to support mission.

37. Collaborating with SocialMedia.org Health
• Mayo Clinic’s early membership in SocialMedia.org helped us get
buy-in and recognition of consistency with our organizational DNA.
• #MCSMN was inspired in part by SocialMedia.org
• Complementary Areas of Focus:
• SocialMedia.org Health - Social media strategy leaders at large
hospitals in the U.S.
• #MCSMN - Training, tools and resources for hospitals of all
sizes, and for anyone in health care regardless of role.

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#MCSMN: A Catalyst for Health Care Social Media
• Guidelines
• Best Practices
• Platforms
• Training
• Consultation

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Go to socialmedia.mayoclinic.org/register to get
your free Basic Membership in #MCSMN

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SocialMedia.MayoClinic.org/register
socialmediacenter@mayo.edu

42. Learn more about
past and upcoming
Member Meetings
health.socialmedia.org/meetings
Member Meeting 2
October 25, 2016
New York City
Learn more about Member Meetings
health.socialmedia.org/meetings