social media and your hospital: impacts and opportunities
TRANSCRIPT
Social Media and Your Hospital: Impacts and Opportunities
Lee Aase, Director, Mayo Clinic Social Media Network Mayo Clinic April 21, 2016
Disclosures• I am a full-time salaried employee of Mayo
Clinic • I will say nice things about Mayo Clinic • We have a Mayo Clinic Social Media Network
with both free and paid options • No other conflicts to report
Objectives: You will be able to…
• Explain how social media give global reach to communications that were previously personal
• Describe brand-enhancing and demand-driving applications of social media for hospitals
• Provide examples of social media tools having positive impact on health care and medical conditions
Agenda• The role of social networking in Mayo Clinic’s
development and growth • Examples of practical application for hospitals • Resources for you to get started or to enhance
your organization’s social media presence and sophistication
Further encouragement that you can do this…
TODAY, NBC, 1994
U.S. News Best Hospitals Metro Populations
Answering a Burning Question…
Social Networking in the Origins and Development of Mayo Clinic
Mayo Clinic’s First Social Networkers
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
Countries Dr. Will Mayo Visited
Information Sources Influencing Preference for Mayo Clinic (2014)
Social Networking is part of the Mayo Clinic DNA and is fundamental to health care
Moving Mayo Clinic from Social Networking to Social Media
From Syndicated Media…
… to “New” Media (Podcasting)
Involuntary MySpace “Representation”
Accelerated Adoption of Free Platforms and Low-Cost Tools
• 2007 - Facebook • 2008
• YouTube • Flip Cameras • Twitter • Blogs
Practical Application: Amplifying Word of Mouth Marketing
Practical Application: Sharing In-Depth Knowledge and Showcasing Expertise, Empathy
Unique Myelofibrosis Cases
MCF MCA
Practical Application: Improving the Patient Experience and Practice Efficiency
Practical Application: Providing Patient Education and Community Support
Patient-to-Patient Communities
Private Patient Education Sites
Practical Application: Broadcasting Live Video to the World
Early Mayo Clinic Periscope Applications
• After-hours guided facility tours
• Historical suite tour
• Television studio and master control
• #AskTheMayoMom Pediatrician Q&A sessions
• Worldwide interactive video broadcasting with no FCC license required
A @MayoClinic First: The #ScopeScope
#ScopeScope Results
• >3,000 Live Viewers
• 1,800 archive views in next 24 hours
• Traditional media coverage (e.g. Minneapolis Star Tribune)
• >150K views of Mayo Clinic News Network story on Facebook
Match Day on Facebook Live
• 647 reactions
• 52 shares
• 45 comments
• >23K Views
• Still growing…
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.
• Make resources developed for Mayo Clinic staff available to peers…like you.
A Catalyst for Social Media
THE Book on Social Media in Healthcare
• Essays from 30 thought leaders
• The “Why?” of social media in health care
• Available on Amazon and discount bulk orders on CreateSpace (with offer code Z4L7DBSN)
• Free PDF, Kindle versions for Basic Members
Mayo Clinic-Hootsuite Social Media Basics for Healthcare
3.5 Credits CME
For Further Interaction:
• Google Lee Aase or #MCSMN
• @LeeAase on Twitter
• socialmedia.mayoclinic.org