Social Media 110: Mayo Clinic’s Social Media History

Social Media ResidencyMayo Clinic Center for Social Media

Mayo Clinic’s First Social Networkers

A Rochester Landmark...

Dr. Henry Plummer: Inventor of the PMR

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Patient Word of Mouth

2009 Patient Brand Monitor, n=900

• 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

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Sources Influencing Preferencefor Mayo Clinic

Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic;*differs significantly from Q2-2010

5

5

13

25

26

29

33

48

62

82Word of mouth

News stories

Hospital ratings

Internet

MD recommendation

Personal experience

Advertising

Direct mail

Social media

Insurance plan2010 study (n=119)

Mayo Clinic Medical EdgeSyndicated News Media Resources

First Foray in “New” Media

• Existing Medical Edge radio mp3s

• Launched Sept. ‘05; 8,217% download increase

Regrouping to PlanJust as genomics is the future of personalized medicine, personalized media are changing the way people get the news and information they want and need. But as genomics increasingly supplements and improves traditional medicine without replacing it, new media are helpful additions to mainstream, mass media. We strongly recommend reforming our processes to efficiently produce content that can be used for both mass media and personalized media.

Content Creation Task Force, 7/26/2006

We recommend a three-phase approach. First, take our existing products and, with minimum incremental effort, place them in new media formats. Second... work across teams ... to make best use of the audio and video production resources we have. Third, get more resources... to produce timely or even daily content...

We have not recommended a blog strategy at this time, primarily because we have emphasized developing audio and video content that could have multiple uses in both mass media and personalized media, with relatively limited physician involvement.

Reasons for Reluctance about Blogging• Keeping the content fresh

• Wise use of resources• Physician/Researcher• Public Affairs

• Authenticity - didn’t want to “ghost blog”

My First Blog Post - 7/30/06Lines from Lee

Mayo Clinic Medical Edge TVSample Sound Bite

Recovering 99.41% for the 1-2%

• Required almost no incremental MD effort• Process change - microphone on physician

and interviewer• 90 minutes of editing per interview• More than 60,000 “hits” and 62 comments on

Dr. Fischer’s podcast

Private Blog for Public Affairs

Free Wordpress.com option

First Social Media Consultant: Feb. 2007

Blogging an Event: Nov. 2007

Involuntary Social Networking Presence:http://myspace.com/mayoclinic

Facebook: 11/7/07

Second Consultant: Jan. 2008

“The world has voted, and we want to watch videos on YouTube.”

Reclaiming YouTube: Feb. ’08

Joining The Blog Council (now SocialMedia.org)• Membership organization of blogging

“companies”

• Typically Fortune 500• Coca-Cola, P&G, Wells Fargo, etc.• Mayo Clinic, Kaiser Permanente, U.S. Navy

among “non-traditional” members

“Flipping” our YouTube Channel

@MayoClinic on Twitter: 4/29/08

Podcast Blog: April ’08

The $4-a-month online newsroom

Let’s Talk “site” - May 2008

Sharing Mayo Clinic - Jan. 2009

Email from Dr. John Noseworthy - Sept. ’09

Mayo Clinic Center for Social Media• Our Raison d’etre: The Mayo Clinic Center for

Social Media 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.

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A Catalyst for Social Media

Social Media Health Network• Membership group associated with Mayo Clinic

Center for Social Media

• For organizations wanting to use social media to promote health, fight disease and improve health care

• Dues based on organization revenues• Industry members eligible to join, but not

accepting industry grant funding

Mayo Clinic CEO Dr. John Noseworthy at Mayo Clinic Social Media Summit - Oct. 2011