mayo clinic's social media dna, presented by lee aase
TRANSCRIPT
Member Meeting 2October 25, 2016New York City
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Mayo ClinicLee Aase
Mayo Clinic’s social media DNA
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Mayo Clinic’s Social Media DNALee Aase (@LeeAase) Director, Mayo Clinic Social Media Network
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U.S. News & World Report “Best Hospitals” Ranking
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• Every U.S. State
• More than 140 countries
• More than one in five travels > 500 miles
Each year patients come to Mayo Clinic from
Why?
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The Role of Social Networking in Mayo Clinic’s History
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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 Brothers Mayo, Helen Clapesattle, p. 405)
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Countries Dr. Will Mayo Visited
Austria Denmark Ireland ScotlandAustralia England Italy SwedenArgentina Fiji Mexico SwitzerlandBelgium Finland New Zealand UruguayCanada France NorwayChile Germany PeruCuba Holland Russia
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Countries Dr. Will Mayo Visited
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How Mayo Clinic Got its Name
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The Surgeons Club
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Arlene’s Story
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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 Networks myspace.com/MayoClinic
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Involuntary “Representation” in Social Networks myspace.com/MayoClinic
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Accelerated Adoption of Free Platforms and Low-Cost Tools
• 2007 - Facebook
• 2008
• YouTube
• Flip Cameras
• Blogs
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An Early Success Story: Myelofibrosis
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Unique Myelofibrosis Cases
MCF MCA
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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
A Mayo Clinic First: The #ScopeScope
Facebook Live:
Larger Audiences
Greater Engagement
Enduring Availability
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More than Marketing
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Dr. Charlie on Social NetworkingThe problem before us is so to exchange information, and so to educate men through travel that there shall develop a final, cosmopolitan system of medicine which will combine the best elements to be found in all countries.
Mayo Aphorisms, p. 22
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Dr. Will on Sharing KnowledgeIt is a great thing to make scientific discoveries of rare value, but it is even greater to be willing to share these discoveries and to encourage other workers in the same field of scientific research.
Mayo Aphorisms, p. 61
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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.
Collaborating with SocialMedia.org Health• Mayo Clinic’s early membership in SocialMedia.org helped us get
buy-in and recognition of consistency with our organizational DNA.
• #MCSMN was inspired in part by SocialMedia.org
• Complementary Areas of Focus:
• SocialMedia.org Health - Social media strategy leaders at large hospitals in the U.S.
• #MCSMN - Training, tools and resources for hospitals of all sizes, and for anyone in health care regardless of role.
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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 Basic Membership in #MCSMN
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SocialMedia.MayoClinic.org/register
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Member Meeting 2October 25, 2016New York City
Learn more about Member Meetingshealth.socialmedia.org/meetings