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Social Media Applications for Mayo Clinic…and You

Lee Aase (@LeeAase), Director, Mayo Clinic Social Media Network

Department of Laboratory Medicine and Pathology Grand Rounds

August 2, 2017

Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 2

Learning ObjectivesAfter this presentation, you will be able to

• Describe the role of social networking in the growth and development of Mayo Clinic

• Discuss the continuity between old-fashioned social networking and modern social media platforms

• Identify standards and resources to guide involvement in social media in a way that accords with Mayo Clinic’s founding values

• Develop a personal philosophy of involvement in social media platforms

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Social Networking is part of Mayo Clinic’s DNA

Social Networking: Creating & strengthening relationships through communication

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Mayo Clinic’s First Social Networkers

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Dr. William J. Mayo’s Travels

“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)

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Countries Dr. Will Mayo Visited

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Countries Dr. Will Mayo Visited

AustriaDenmark Ireland Scotland

Australia England Italy Sweden

Argentina Fiji Mexico Switzerland

Belgium Finland New Zealand Uruguay

Canada France Norway

Chile Germany Peru

Cuba Holland Russia

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The Surgeons Club

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Information Sources Behind Preference for Mayo Clinic

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Moving Mayo Clinic from Social Networking to Social Media

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From Syndicated Media…

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To “New” Media (Podcasting)

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Involuntary “Representation” in Social Networksmyspace.com/MayoClinic

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Accelerated Adoption of Free Platforms and Low-Cost Tools

• 2007 - Facebook

• 2008

• YouTube

• Flip Cameras

• Twitter

• Blogs

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An Early Success Story: Myelofibrosis

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Unique Myelofibrosis Cases

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Accelerating Knowledge Diffusion and Building the Practice

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Cost-Effective Knowledge Sharing and Reputation Enhancement

Lee’s Law:

As I approaches 0, ROI approaches

∞

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Amplifying Word-of-Mouth Marketing

• 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

Overcoming Organic Reach Reductions

• Facebook profits through audience “stickiness”

• When we post on Mayo Clinic’s Facebook page, the typical initial organic (unpaid) reach is 1-3 percent

• When you share that same post on your Facebook profile, a much higher percentage of your friends see it

• Interesting, High-Quality Content = More Shares, Reach

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How can social media tools help you?

Finding Peers (or Patients) with Common Interests

Some of the responses…

Manage Your Online Reputation – What does Google say about you?

Top Recommendations for Building/Managing Your Personal Reputation

• Create a Twitter account

• Create a professional profile on LinkedIn

• Claim and complete your profile on Doximity

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Mayo Social Media Resources

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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.

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#MCSMN: A Catalyst for Health Care Social Media

• Guidelines

• Best Practices

• Platforms

• Training

• Consultation

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Go to socialmedia.mayoclinic.org/register to get your FREE Mayo Clinic employee Premium membership

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Mayo Clinic’s 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. No Mayo logo or name

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Social for Healthcare Certificate from Mayo Clinic and Hootsuite

3.5 AMA PRA Category 1 CreditsTM Available

Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 62

Five Steps to Safe, Effective Social Engagement

1. Create MCSMN member account using mayo.edu email

2. Complete Social for Healthcare Certificate

3. Explore Mayo Clinic Connect (same account as MCSMN)

4. Follow Mayo Clinic on Facebook, Twitter & share posts

5. Contact us for a consultation if you have ideas for applying social media in your work (socialmediacenter@mayo.edu)