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Using Social Media to Engage and Educate Potential Customers: Lessons Learned from Mayo Clinic ,[object Object],[object Object],[object Object]
Disclaimer ,[object Object],[object Object]
Agenda ,[object Object],[object Object],[object Object],[object Object]
Social Media Revolution http:// www.youtube.com/watch?v =3SuNx0UrnEo
A Brief History of Social Media at Mayo Clinic
Mission: Lead the social media revolution in health care, contributing to health and well-being for people everywhere.
Social Media Health Network ,[object Object],[object Object],[object Object]
http://network.socialmedia.mayoclinic.org/
Mayo Clinic Medical Edge Syndicated News Media Resources
First Foray in New Media ,[object Object],[object Object]
Step 2: More, Longer Podcasts
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Involuntary Social Network Presence: MySpace.com/MayoClinic
Facebook: 11/7/07
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Reclaiming YouTube : Feb. ā€™08
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@MayoClinic on Twitter: 4/29/08
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Podcast Blog: April ā€™08
The $4-a-month online newsroom
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Sharing Mayo Clinic - Jan. 2009
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Connect.MayoClinic.org
A Broader Historical Perspective...
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Thesis #1: Social media are as old as human speech, with air being the medium through which sound waves propagated.
Mayo Clinic and Word of Mouth
Mayo Clinic and Word of Mouth ,[object Object],[object Object],[object Object],[object Object]
Sources of Information Influencing Preference for Mayo Clinic
Thesis #2: Electronic tools merely facilitate broader and more efficient transmission by overcoming inertia and friction.
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Know Your Numbers
Thesis #7: Hand-wringing about merits and dangers of social media is as productive as debating gravity.
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If you think blocking is a viable long-term option...
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Implication ,[object Object]
Transparency
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Thesis #15: You can hear a lot just by listening.
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Patient Video Guides
Connecting the Dots: Mayo Clinic Case Study #1
Discovery by Richard Berger, M.D., Ph.D. (Dean, Mayo School of CME): Ulnotriquetral (UT) Ligament Split Tear
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Mayo Clinic Case Study #2
The Octogenarian Story ,[object Object],[object Object],[object Object],[object Object]
The next day...
Six days later...
April 22
Sunday, May 3
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May 4
Cinco de Mayo
May 10
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May 11
May 15
Early Morning May 26
May 26, 2009: Live in Studio Good Morning America
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Results to Date ,[object Object],[object Object],[object Object],[object Object]
Aging Services Best Practices
Your Audience?
Your Audienceā€¦? ,[object Object],[object Object],[object Object]
ā€œ Facebook for Centenarians: Senior Citizens Learn Social Mediaā€ ā€“ The Atlantic
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ā€œHow has the Internet changed your life?ā€ ,[object Object],[object Object]
[object Object]
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Best Practice: ā€œSilverado Senior Living and the ROI of 24/7 Chatā€
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Best Practice http://www.youtube.com/watch?v=uZ7-n930zJo
Best Practice: Adeste In-Home Care ,[object Object],[object Object],[object Object]
Best Practice: Senior Living Communities ,[object Object],[object Object]
Thesis #37: Applying social media in health care isnā€™t just inevitable: itā€™s the right thing to do in the interest of patients.
Questions?
For Further Interaction: ,[object Object],[object Object],[object Object]

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MN Institute of Aging Services

Editor's Notes

  1. http://www.youtube.com/watch?v=sIFYPQjYhv8
  2. Lee Aase first had to prove himself, walking around with a FlipCam and developing the case studies to prove the worth.
  3. 95-theses Wittenberg, Germany
  4. Printing Press ā€“ wide dissemination
  5. Lee Aase ā€“ SMUG - Smuggles
  6. Mayo Bros We view social media as what Mayo Clinic has been built on for nearly 150 yrs. 91 percent of patients surveyed say they have said ā€œgood thingsā€ to an average of 40 people after a Mayo visit
  7. Social media is the 21 st century word of mouth.
  8. Also, make copies for distribution
  9. Also discuss transparency
  10. Color code
  11. Has since said ā€œIn the hundreds nowā€
  12. http://www.youtube.com/watch?v=RI-l0tK8Ok0