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Mayo Clinic's Center for Social Media Evolution
1. An inside look at Mayo Clinicās Center
for Social Media: The evolution of social
media in health care communications
Lee Aase
Director, Mayo Clinic Center for Social Media
October 18, 2011
2. Agenda
ā¢ Mayo Clinicās early social media history
ā¢ First-Year update on Mayo Clinic Center for
Social Media and Social Media Health Network
ā¢ Highlights from the days ahead
ā¢ A few new surprises
4. Social Media Health Network
ā¢ Membership group associated with Mayo Clinic
Center for Social Media
ā¢ For organizations wanting to use social media to
promote health, fight disease and improve
health care
ā¢ Dues based on organization revenues
ā¢ Industry members eligible to join, but not
accepting industry grant funding
ā¢ >90 member organizations
5. A Sample of Network Members
ā¢ American Hospital Association
ā¢ Radboud University Nijmegen Medical Center
ā¢ Jamestown Hospital
ā¢ National Cancer Institute
ā¢ Vanderbilt University Medical Center
ā¢ See Full List at http://socialmedia.mayoclinic.org/
network/
8. Key Lessons
ā¢ Learn by doing; Be your own lab rat
ā¢ Conduct low-risk experiments
ā¢ Use social tools to do your existing work better
ā¢ Explore how these tools can turn the impossible
or impractical into reality
ā¢ Donāt aim for DIY perfection: Reach out to find
like-minded allies
ā¢ Be resourceful like...
16. Recovering 99.41% for the 1-2%
ā¢ Required almost no incremental MD effort
ā¢ Process change - microphone on physician
and interviewer
ā¢ 90 minutes of editing per interview
ā¢ More than 60,000 āhitsā and 62 comments on
Dr. Fischerās podcast
17. Reasons why we didnāt use blogs at first
ā¢ Judicious use of physician time
ā¢ Judicious use of media relations staff time and
the mass media imperative
ā¢ Ghost blogging would have been
ā¢ Inauthentic
ā¢ Non-judicious
ā¢ Didnāt want a blog that would go stale
37. Joining The Blog Council
ā¢ Membership organization of blogging
ācompaniesā
ā¢ Typically Fortune 500 members
ā¢ Coca-Cola, P&G, Wells Fargo, etc.
ā¢ Mayo Clinic, Kaiser Permanente, U.S. Navy
among ānon-traditionalā members
ā¢ Now the Social Media Business Council
39. Mayo Strategies for Content Production
ā¢ Capture content from existing efforts
ā¢ Adapt processes to facilitate
ā¢ Take advantage of low-cost video
opportunities
ā¢ Physicians and researchers
ā¢ Other employees
ā¢ Patients and visitors
40. Summit Discussions about Hands-on
Physician Involvement
ā¢ Dr. Wendy Sue Swanson keynote today
ā¢ Track on Physician Involvement, including
Wednesday panel
49. The Octogenarian Idol Story
ā¢ Video of an elderly couple from Ankeny, Iowa
playing piano in Gonda atrium
ā¢ Video was shot by another patient in Sept. 2008
and uploaded to YouTube by her daughter
ā¢ Video had been seen 1,005 times in six
preceding months since upload
ā¢ Embedded in Sharing Mayo Clinic, posted to
Facebook, Tweeted on April 7, 2009
67. Results to Date
ā¢ More than 7.7 million views on YouTube
ā¢ >1.5 million views on Sharing Mayo Clinic
ā¢ From 200 views/month to 5,000 views/hour
ā¢ National TV coverage in U.S. and Japan
68. What made this work?
ā¢ Adorability of Mr. and Mrs. Cowan and the joy
they brought to every viewer
ā¢ Infrastructure for easy sharing and rapid growth
ā¢ Sharing Mayo Clinic blog 3 months old
ā¢ Mayo Clinic Twitter account 11 months old
ā¢ Mayo Clinic Facebook 18 months old
69. Another email from DeDe
ā¢ āDadās coming back for some tests Oct. 16-20.
Are you going be be around? Theyād like to see
you again.ā
ā¢ Network Member Dinner concert 8 p.m. tomorrow
ā¢ See MCCSM table or registration desk for dinner
tickets
72. July 2010
ā¢ Center and Network concepts approved by
Mayo Clinic leadership
ā¢ Approval for phased 8.1 FTE addition
ā¢ Public Announcement July 27, 2010
73. August 2010
ā¢ Approval to post all positions immediately
ā¢ Recruiting first External Advisory Board
members
ā¢ Our first new hire: Makala Johnson
75. September 2010
ā¢ Announced first 13 EAB members and plan to
crowd-source the rest
ā¢ Recruited charter members of Social Media
Health Network
ā¢ One-track Social Media Summit with Ragan in
Jacksonville
ā¢ Announced formation of Social Media Health
Network with 6 charter members
86. The Return on Investment
ā¢ Average time blocked for Network recruitment
calls: 30 minutes
ā¢ Time required for video production: 60 minutes
ā¢ Average time saved per recruitment call since
with video: 10 minutes
ā¢ Total calls made since April 1: 90
ā¢ Total minutes saved: 900
ā¢ ROI = 1,400%
87. April 2011
ā¢ Ragan Conference in Seattle
ā¢ A conversation with @Doctor_V and
@SeattleMamaDoc about social media
professionalism training for medical residents
93. Other Summer-Fall Highlights
ā¢ Writing and publishing the beta version of the
Social Media Residency Handbook
ā¢ Creating a mobile app for the Mayo Clinic
patient community
94. Other Summer-Fall Highlights
ā¢ Publication of the paper on Spontaneous
Coronary Artery Dissection (SCAD) in Mayo
Clinic Proceedings and Wall Street Journal
ā¢ Writing and publishing the beta version of the
Social Media Residency Handbook
ā¢ Creating a mobile app for the Mayo Clinic
patient community