The document outlines a social media plan for a breast clinic to connect with patients and educate the public. It will integrate social media like Facebook, Twitter, blogs and YouTube with traditional advertising. No additional funding or staff is required. The goal is to increase referrals to the clinic by 50% by the end of 2013 by raising awareness of their services and multidisciplinary approach through an ongoing social media presence.

1. SOCIAL MEDIA PLAN
BREAST CLINIC
2013
Velda Wells

2. Executive Summary
Social Media incorporates many opportunities for
Mayo Clinic. Most venues are free and take minimal
effort to deploy. The public has embraced all venues
and social media can be managed to demographics.
The question is not if we should use these tools but
how fast we can put them in place. Patients need to
know about the amazing work we do at Mayo Clinic.
They also need to know how easy it is to get an
appointment and that most insurances are accepted.

3. Background/Situation Analysis
The Breast Clinic has tested multiple ways to connect with
women in and outside of the MSA. Competition is strong
as the treatment of breast cancer is a strong focus in the
community. Demographics for this disease include a strong
presence of commercial payers which is attractive to all
providers.
Breast Centers of some type exist at all hospitals in
Jacksonville and St. Augustine.
The public has no way to educate themselves about the
difference in practices and often follow the referral
pattern their diagnosing physician suggests.

4. Integrated of Social Media Tools with
Traditional Means
Traditional means have included TV, Radio,print ads and
distribution of grocery bags, water bottle holders and
other collaterals.
Participation in community events has been strong.
The Breast Clinic has had a Facebook presence for over a
year and currently has almost 1500 likes.
The creation of Twitter chats can help connect with
patients recently diagnosed with breast cancer. It can also
help us get the word out about how valuable a second
opinion can be.

5. Integrated of Social Media Tools with
Traditional Means
A BLOG will be a great opportunity for patients to
visit to learn more about the practice and allow us to
ask them to consider making an appointment to
discuss their situation further.
You tube videos have been used but the library needs
to be expanded.

6. Resources Required
This can be an effort shared by all employees in the Breast
Clinic. Most are already Facebook friendly and can help us
enhance the page.
Twitter chats can be arranged with our physicians and the
nurse supervisor as well.
The Blog can be managed by the Operations Manager and
the Nurse Manager with input from MD’s as required.
There is no plan to ask for funding or hire additional
resources.

7. Timeline for Implementation
Implementation can begin immediately and will be
ongoing, however, the plan for completion of the
proposal will be March 1, 2013.

8. Budget
No additional funding is anticipated. There is an
opportunity to advertise on Facebook but that is not
in the current plan. If that changes that would still be
a minimal investment.
No additional FTE is required.

9. Measurement
Number of referrals to the Breast Clinic for breast
cancer.
Current referrals are approximately 25 per month.
A successful campaign will increase by 50% by the end
of 2013.

10. Conclusion
Social Media provides a great opportunity for the
Breast Clinic to continue getting the word out to the
community and offer our services to women who
suspect they have breast cancer or have been
recently diagnosed with breast cancer.
It will also allow us to educate the public about the
importance of the multidisciplinary practice and the
benefits of being cared for by fellowship trained
surgeons and board certified oncologists.