This document discusses using social media to meet healthcare business objectives. It provides examples of how Mayo Clinic has historically used social networking to strengthen relationships and shares patient volumes. It also discusses managing provider reputation online, responding to issues on social media, and resources for strategic social media application including the Mayo Clinic Social Media Network which provides guidelines, training and community.

1. ©2016 MFMER | 3507910-
Using Social Media to Meet
Healthcare Business Objectives
Lee Aase, Director, Mayo Clinic Social Media Network
@LeeAase

2. Agenda
• Mayo Clinic History as Context
• Examples of Practical Social Media Applications
• Social Media and Provider Reputation
• Responding to Issues via Social Media
• Resources for Strategic Social Media Application

4. !4

5. !5
Why?

6. !6

7. Social Networking in
Mayo Clinic’s History
Social Networking: Creating
& strengthening relationships
through communication

10. “(In 1905) McClure’s Magazine…recounted
the story of that country doctor and his
brother, and of St. Mary’s Hospital, which
handled more surgical cases annually than
any other hospital in the United States,
more than even the great Johns Hopkins.”
(The Doctors Mayo, Helen Clapesattle, p. 289)

11. Mayo Clinic’s
Original Social
Networkers

12. “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 Doctors Mayo, Helen Clapesattle, p. 405)

13. Countries Dr. Will Mayo Visited

14. 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

15. The Surgeons Club

16. … and is part of the DNA of
healthcare!
Social Networking is part of
Mayo Clinic’s DNA…

17. !17
Moving Mayo Clinic from Social
Networking to Social Media

18. !18
Information Sources Behind Preference for Mayo Clinic

19. !19
From Syndicated Media…
…to “New” Media (Podcasting)

20. !20
Involuntary “Representation” in Social Networks
myspace.com/MayoClinic

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

23. !23
Amplifying Word-of-Mouth
• 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

24. !24

25. Increasing Patient Volumes

26. !26
Unique Myelofibrosis Cases
MCF MCA

27. Cost-Effective
Knowledge Sharing
and Reputation
Enhancement

30. ©2016 MFMER | 3507910-
Social Media and Provider
Reputation

31. What comes up on top
when people Google you?

32. !32
Clicks by Search Position
0
10
20
30
40
1 2 3 4 5 6 7 8 9 10

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Elements of Your Online Persona
• What you Create
• Where you Participate
• What’s subject to Debate

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Too often, high positions are taken by what’s
subject to Debate

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Why are review sites problematic?
• Small samples. Numeric ratings may come from two or
three reviews…or even one.
• No Validation. The reviewer may not even be a patient.
• Non-care factors (e.g. parking) can influence the rating.

37. !37
“Debate” Options
1. Solicit reviews on those sites from satisfied patients
2. Pay a monthly fee to a reputation management service
3. Remember what your high school organic chemistry
teacher taught you…

38. The Solution to
Pollution is Dilution

39. Use the other two elements of
your digital persona to drive
review sites down the page

40. What you Create
• Official bio on your organization’s web site
• Videos
• Presentation slide decks
• Doximity profile

41. Where you Participate
• Twitter
• LinkedIn
• Places where you post what you create
• YouTube - Videos
• Slideshare - presentations
• Blog - your own or a guest post on someone else’s

42. A first online impression of
my physician partner,
Farris Timimi, M.D.
Medical Director, Mayo Clinic Social Media Network

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Reputation Management Steps we Recommend
1. Claim and complete your Doximity profile
2. Create and maintain a Twitter account
3. Create and maintain a LinkedIn profile
4. Shoot and upload a video to YouTube

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Why Doximity?
• You already have a listing
• Feeds U.S. News search engine
• Opportunity to vote in specialty
rankings in Best Hospitals issue
• Time investment: minimal

47. !47
LinkedIn: The Leading Business Social Network
• A properly constructed
profile will likely make the
first page of Google
search.
• Minimal time required,
but posting updates and
links will increase
effectiveness.

48. !48
Twitter: Social Media’s Gateway Drug
• Powerful professional
networking tool.
• Find common interests
via hashtags, e.g.
#LiverCancer,
#LiverDisease,
#Hepatitis, #AASLD
• See Symplur directory

49. !49
More Activity = Higher Search Ranking
Work posts on Twitter and LinkedIn into your routine
• Post links to journal articles with brief commentary on a
regular basis
• Tweet during scientific meetings using conference
hashtag to join conversation, make connections, share
internationally
• Timely tweets have often led to media interviews

50. !50
Twitter in 10 Minutes a Week
• Identify key sources of tweetable information
• Use Tweetdeck, Buffer or Hootsuite to schedule 5-7
tweets spaced throughout the upcoming week
• Don’t be afraid to repeat a tweet
• Use moments during brief breaks to engage on you smart
phone

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Social Media Issues Management

52. !52
Attack of the Trolls

53. !53

54. !54
This weekend: It’s baaa-aack!

55. !55
Lessons
• The Internet is Forever
• If you see something, capture something
• A strong social media presence is like a healthy lawn
• In a fast-changing world, it’s more important than ever for
us to learn together and share best practices

56. The Surgeons Club
for Social Media in Healthcare

57. 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.

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

59. FREE Basic
membership:
socialmedia.mayoclinic.org

63. !63
Mayo Clinic Social Media Guidelines
1. All policies apply in social
2. Speak for yourself
3. Be professional
4. Be transparent
5. Practice mutual respect
6. Get your work done
7. Don’t “friend” patients
8. Don’t “friend” direct reports
9. Don’t endorse for Mayo
10. Mayo logo is profile no-go

64. !64
Guidelines/Policies are Necessary but not Sufficient
• Protect organization but not employees
• Communication and training are essential
• Digital natives need to understand implications of professionalism
• Busy senior staff need quick way to get up to speed on digital
• If we trust our staff with narcotics and sharp instruments, we can trust
them with Facebook and Twitter!
• BUT — Just as we provide training on medical procedures, we need
to offer training in use of communication power tools!

65. !65
Social for Healthcare Certificate from Mayo Clinic and Hootsuite
• Front-line training for Mayo
Clinic staff interested in
social media applications
• Comprehensive in scope
but modular for flexible, à
la carte use
3.5 AMA PRA Category 1 CreditsTM Available

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Mixing/Matching to Meet User Needs, Applications
• Medical Students, Residents, Fellows:
Professionalism, Monitoring/Measurement
• Physician Staff: Twitter, LinkedIn
• Communications, Marketing Staff and proponents
of broader strategic application: Full Course
• Various permutations based on user interests

71. !71
Mayo Clinic Social Media Network Organization
Membership
• Makes Mayo Clinic’s online social media training
available to any staff in member organizations
• Also provides
• Access to community of peers using social media in
health
• Monthly educational webinars
• Discounts on in-person events

72. !72
Social Media Residency
• One-day, intensive Face-to-Face course
• Prerequisite: Social for Healthcare Certificate
• Upcoming Opportunities
• Nov. 13 Jacksonville, FL
• Dec. 11, Scottsdale, AZ

73. !73
Mayo Clinic Social Media Network Annual
Conference: Nov. 14-15, 2018 in Jacksonville, FL

74. !74
Let’s Discuss!
• @LeeAase on Twitter
• aase.lee@mayo.edu
• socialmedia.mayoclinic.org