This document discusses Mayo Clinic's use of social media for engaging and educating patients. It provides statistics on internet and social media usage. It then outlines Mayo Clinic's history with social media and different platforms like Facebook, Twitter, YouTube, and Pinterest. It discusses best practices for using each platform and provides examples of how patients have benefited from Mayo Clinic's social media presence.

1. Using Social Media in Health Care to
Engage and Educate
3/12/15 – UMR Class
@MakalaJohnson

2. What’s the big deal?
• 87% of U.S. adults use the Internet (Pew
Research, 2014).
• 72% of Internet users say they looked online
for health information within the past year.
(Pew Research, 2012)
• 90% of adults age 18-24 trust medical
information shared by others in their social
media networks (PwC Health Research,
2012).

3. Agenda
• Our History
• Social Media Platforms
• Facebook
• Twitter
• YouTube
• Pinterest
• Google Plus

4. Mayo Clinic’s First Social Networkers

5. Sources Influencing Preference for
Mayo Clinic

6. The Internet merely amplifies
word of mouth.

7. Mayo Clinic Center for Social Media

8. Mayo Clinic Center for Social Media
• socialmedia.mayoclinic.org
• It’s not just about marketing. We apply social
tools in:
• Practice
• Education
• Research
• Administration
• Internal and external communication

9. It’s not just about Mayo...
• Social Media Health Network:
• For organizations wanting to use social media to
promote health, fight disease and improve health
care
• Over 110 member organizations (e.g., American
Hospital Association, National Cancer Institute,
Vanderbilt University Medical Center)
• network.socialmedia.mayoclinic.org

10. Applying social media in health care
isn’t just inevitable; it’s the right thing
to do in the interest of patients.

11. Employee Education
• Video:
• http://youtu.be/pjocDhlicJs
• Guidelines:
• mayocl.in/SMguidelines

12. Mayo Clinic Medical Edge

13. Entry into New Media
• Existing Medical Edge radio mp3s
• Launched 2005; downloads up 8,217% in 2 months

14. Longer Podcasts

15. Involuntary Myspace Presence

16. Social media is inevitable. If you don’t
create your online presence, someone
else will or maybe already has.

17. Social Media Platforms
Facebook
Twitter
YouTube
Pinterest
Google+

20. First stop…Privacy Checkup!

21. Claim your name at:
Facebook.com/Username

22. Who are you?

25. Call-To-Action

26. Call-To-Action

27. Create categories to organize content strategy.
• Health and wellness tips
• Treatment options
• Research updates
• News
• Patient stories
• Health events in the community

28. Posting Content
• Use page insights for timing. (Remember
different time zones.)
• Create share-worthy posts.
• Be brief.

29. Results: Look beneath the surface…

30. Images

31. Content: Think Mobile

32. Targeted Posts

33. Monitoring / Engagement
We post this:

34. Monitoring/Engagement
And this
happens:

35. Monitoring/Engagement
So we do this:

36. Facebook Reach
• Organic: your fans who initially see your post
• Viral: fans share your post – and it takes off!
• Paid: $$$

37. Organic
• Only a small percentage of those who like your
page will see your posts organically:
• April 2012 – 16%
• February 2014 – 6%
• December 2014 – 1-2%

44. Twitter Chat

46. Case Study: UT Ligament Split Tear

47. Dr. Berger’s Discovery: UT Ligament
Split Tear

48. Jayson Werth’s Experience

51. USA TodayUSA Today

53. Last FridayLast Friday
3031031-9

54. Less than 24 hours after my initial appointment, I not
only had a new diagnosis - a UT split tear - but had
surgery to correct the problem. As I write this, my
right arm is in a festive green, but otherwise annoying
cast. The short-term hassle, however, should be more
than worth the long-term gain - the potential for a
future without chronic wrist pain. A future, that
without Twitter and those in the medical community
willing to experiment with new communications tools,
might not exist for me.
Less than 24 hours after my initial appointment, I not
only had a new diagnosis - a UT split tear - but had
surgery to correct the problem. As I write this, my
right arm is in a festive green, but otherwise annoying
cast. The short-term hassle, however, should be more
than worth the long-term gain - the potential for a
future without chronic wrist pain. A future, that
without Twitter and those in the medical community
willing to experiment with new communications tools,
might not exist for me.

59. Annotations

60. Rare Diseases / Conditions

62. Unique Myelofibrosis Patients

63. Dr. Ruben Mesa’s Observations
“The YouTube videos have been an important
part of a comprehensive program I have built in
Arizona which included 18 new clinical trials,
extensive publications and national and
international speaking engagements for
Myelofibrosis. The videos have been helpful to
bring in some patients who would not have
come (or known about us otherwise) and have
been useful for patients who came for the other
reasons above.”

64. Efficiency

71. Best Practices
• Compelling captions
• Strong call-to-actions
• Consistent branding across platforms
• Review Pinterest boards from similar organizations
• Add “Pin It” buttons to website and blog posts
• Build community by re-pinning

73. Best Practices
• Joined March 12, 2013
• Within one month, we had about 6,200 followers.
• Proactive
• Adding notable organizations, people to our
Google+ circles

79. Questions?
socialmediacenter@mayo.edu
Twitter: @MakalaJohnson